Nike And YOHO Jointly Promote The Development Of Enterprise And E-Commerce Network Authorization.

On the screen, Titanic is coming back, and the deluge of the luxury cruise ship is grieving again. In China's e-commerce industry, the Chinese tour of the international brand carrying the electricity supplier ship looks beautiful, but the result of repeated sinking is sad. Due to the lack of formal authorization, the confusion of the supply sources makes the e-commerce websites mixed. The sale of goods is mixed up, the direct destruction of traditional channels under the line, and the low level of consumer trust also exacerbate the concerns of brand dealers. As a result, some brands have begun to separate the product line from the official B2C website and empower them to the online shopping mall that matches their brand genes.

Dangdang network shuttle events, Jingdong mall SWAROVSKI event, COACH network event is still mentioned by many people, all behind the contradictions are generated by these e-business websites without the formal authorization of the brand to sell their products.

In the increasingly high financing amount of electricity supplier enterprises, the momentum of advertising is becoming more and more fierce, and the scale is bigger and bigger these years, fake goods, cottage goods and goods with unknown origin are also exposed frequently. Brands are optimistic about the market performance of e-commerce, choosing the right e-commerce websites and formally authorizing them are what they are doing.

　　 Network authorization has become a trend

It is not hard to find that most of the international brand products sold on the domestic e-commerce platform are not officially owned by the brand. Network authorization Why is that?

"On the one hand, the offline sales of traditional brands have been very mature and perfect, and the retail sales are still far higher than online e-commerce. The characteristics of e-commerce without regional segmentation may lead to price disputes between channels, or regional imbalance in supply and marketing, which will directly damage traditional channels. In order to develop steadily, the brand manufacturing enterprises can only supply through regional division, but temporarily unable to supply directly to the electronic business platform. On the other hand, the domestic modes of big business enterprises are very similar. They are all going on a large and full line. Competition is launched around the price, seriously damaging the brand's price system and brand image. No well-known brand wants to consume its own products. YOHO! Liang Chao, founder and CEO of Xinli media group, analyzed the clothing Times reporter.

At the same time, most of the domestic e-commerce enterprises want to make a surprise attack through the "shortcut", but neglect the improvement of the upstream supply chain, so there are many problems on the establishment of online retailing. But that is changing.

In April of this year, Nike sports (China) Co., Ltd. announced that it was leading the electricity supplier in the vertical field of the domestic trend. YOHO The company has formally authorized Nike sports life series and extreme sports series and signed a network sales cooperation agreement, making "YOHO! Goods" become the only authorized e-commerce channel for Nike's two product lines in China except official website. At the same time, Nike also authorized its high-end children's clothing series to "good kids" website.

In addition to Nike and YOHO, jointly created the trend industry, the domestic business community has been good news: online shoe city happy buy recently signed a comprehensive strategic cooperation agreement with Crocs, good Le Crocs brand is currently the only online sales authorization cooperation channels. It is reported that at present, Le Le has signed a licensing agreement with more than 100 internationally renowned brands such as CONVERSE, Puma, Daphne and so on, and will reach 200 -300 homes by the end of the year.

In April 25th, after Italy's famous women's clothing brand MMissoni, Shang Ping network has won many American fashion brands and designer brand licensing, including Cynthia Rowley, Laundry By Shelli Segal, Charlie Jade, Aryn K and many other new American fashion brands will be landing on Shang pin net today. The clothing Times reporter has learned that Shang pin has obtained more than 60 authorized new agents for luxury goods, modern brands and designer brands.

Liang Chao believes that more and more fashion brands will be planning and developing in the field of e-commerce. However, brands are now entering the electricity supplier field not only to digest inventory. What kind of product line will be used to empower the location of the website will be a major topic for each brand according to its brand image, characteristics, target groups and other factors.

These actions indicate that the domestic e-commerce network is trying to break through the current situation of low discount, over season goods and unstable source of goods.

　　 Selection of gene matched platforms

Recently, Nike Limited The official micro-blog platform on its industrial line has launched micro-blog, calling on consumers to shine their eyes against counterfeit products: "friendship reminder: as of now, Nike's only official online shopping mall in China is only nikestore.com.cn, Nike official authorized online dealers only" YOHO! Have goods "(mobile life series and extreme sports series) and" good kids "(Nike children's wear). In addition to the above online stores, Nike China does not guarantee that the products of other network channels are genuine. Please be careful and don't forget to tell your friends! "

Analyzing the cooperation between Nike and YOHO, we can easily find that brand choice e-commerce platform is not only focused on scale and sales.

The current Chinese electricity supplier market offers a lot of choices for Nike. In the field of integrated shopping, Jingdong mall has made great efforts to enter the comprehensive shopping and premeditated listing. Suning.com has deployed for the important online shopping of Suning Appliance "de electrification", and Tencent has secretly acted as the invisible hegemony of various industries. The development of the vertical field is also very rapid. There are various kinds of "I am a customer" who sells clothes. There are "bee escorts" for sale in cosmetics, and the annual sales of shoes are 1 billion. In addition, there is also the first line platform boss of the electricity supplier industry -- Taobao and Tmall, which is really "pro and ask what, everything has"! In such a large number of industries, why Nike chose only "YOHO"!

In fact, from the product line involved in cooperation, we can see the clue: to grasp the trend and design, to meet the needs of young consumer groups, and to have personality. To find a partner, we first need to see whether "brand tonality" is in line with its product positioning and crowd communication.

Liang Chao believes that "fashion" and "Youth" are the brand genes of YOHO! In the trend field YOHO! Control of the right to speak. Secondly, the content + e-business platform mode enables it to have "YOHO! Trend" and YOHO.CN media and YOHO! E trend, YOHO, and other APP software support to attract target consumer groups, which is very compatible with Nike's related products. On the one hand, it is consistent with the target audience of Nike product line. On the other hand, the operation mode of combining the trend media and e-commerce can introduce the product introduction and sale on the basis of cultivating brand enthusiasts, and it can change the unreasonable mode of low-priced sales of general electricity suppliers, such as off-season goods or fake products, and greatly enhance consumers' awareness of Nike products and brand loyalty. So Nike and YOHO!