Amoy Brands To Adapt To Consumer Demand, E-Commerce To Play A Competitive Advantage

From a shop selling Nepalese and India costumes.

By the end of 2006, at the end of 2006, the two brands of Beijing's original brands, which were sold on the mall of Hong Kong, had been sold by the 200 million brands.

Not only is the brand of Han dresses, rims, and seven squares in the clothing industry, but since then, some private brands in toys, cosmetics and other fields have also appeared in Tmall (Taobao mall), such as plants, fluttering dragons, wheat bags, green boxes, and royal mud shops. With the development of online shopping, these brands have gradually become the "brand name" of the Internet.

However, with the acceleration of the pace of entering the electricity supplier, the era of traditional brand and the online brand that has once been on the Internet has already begun.

Some traditional brands have gradually established the dominant position in the Taobao market. So where are the brands born from the Internet?

Hand in hand with traditional brands

According to the latest data, women's clothing industry has been ranked the top in the field of rip and silk.

And the men's clothing brand, nearly a quarter (July 1st to September 30th) of Taobao cube data show that the top 20 of its sales have been all occupied by traditional brands.

Seven wolves, Metersbonwe, Montagut, JACK&JONES and Jeep ranked the top five in the sale of Taobao men's clothing.

The highest turnover One-t in the world was ranked twenty-third in the hare, while the top 30 men's brand names such as JUSTYLE in the first two years were ranked 30.

From the overall sales point of view, "the recent quarter changes are particularly obvious". Cao Lei, director of the China Electronic Commerce Research Center, told the first financial daily that the top 20 traditional brands accounted for 3/4, but before that, the top 5 were all occupied by Internet brands, and the top 20 brands also accounted for half of the total.

Has the traditional brand already reached the turning point of breaking the online brand and occupying its traditional dominance online field?

"Whether it is a turning point remains to be seen."

Cao Lei said, because it is only the three quarter of this year, there is chance, for example, as a result of close to the end of the year, some traditional entity brands are starting to sell more on the ground, and most of the sales are tail goods, and there are substantial references and prices, attracting more consumers.

But the rise of traditional brands and the decline of Amoy brands may indeed be the trend of the future.

Cao Lei noted that in the US, where the first step of e-commerce is coming, 15 of the top 20 of its e-commerce market turnover are traditional offline brands, including WAL-MART and best buy retailers, and DELL manufacturers.

"First advantage" or "time difference"?

In this close combat, traditional brands obviously have absolute advantages in the supply chain and brand awareness. They can increase the flow of shops and the conversion rate of commodities by launching more activities. Therefore, insiders believe that the glorious development of the brand has only been a matter of time difference.

However, Cui Hongbo, founder and chief executive officer of Shanghai Brand Management Consultancy Co., believes that relatively successful brands have their own characteristics of differentiation, such as the Korean style of Han Du house, the exotic character of cracking the silk and so on.

This is more personalized for the traditional brand with relative public characteristics.

In addition, the traditional full channel brand has advantages in terms of brand foundation, brand equity and offline influence. However, because the brand has not yet set foot in the traditional brand, it has established the advantage of first generation, and has been playing an important role in network marketing and online marketing.

It is more profound to create and understand consumers of Internet users.

Cui Hongbo believes that Amoy brands should remain competitive in this brand's protracted war. In addition to adjusting their core competitiveness, they can work harder than the offline brands in meticulous management, and more patiently do two digging, three digging and providing related services to their core user databases.

After all, when customers are shopping, they hope that no matter which channel they choose to shop, including physical stores, online shopping, telephone and TV shopping, the quality and service of goods can be kept consistent, and they can interact with the brand they choose in time.

Brand "out of Tao"

On the one hand, it is under the pressure of competition from traditional brands. On the other hand, the single Taobao channel also brings insecurity. Some Amoy brands have begun to consider diversifying channels.

This trend is more obvious after more open platforms such as Jingdong mall and Amazon appear.

In addition to Taobao, you can also see PBA, cracking, and green boxes in other channels today.

However, some of the early "out of the way" brands were all badly killed. Chen Shou Shou, a senior analyst at Analysys International, found that after all, the rules and thinking in Taobao platform were different from the external platforms. On the other hand, some Amoy brands were Taobao's star merchants who supported their policies and rules, and their traffic mainly came from Taobao's large passenger flow, and their marketing capabilities were not strong enough.

Even now, more and more Amoy brands are exploring diversified channels, and the traffic outside Taobao is relatively limited.

With the emergence of platforms such as Jingdong, Taobao's position as the main body of e-commerce in China is also weakening.

What's more, in traditional enterprises, they are "touching the net" and competing for each other.

At the same time, some "Amoy brands" are moving against the tide, deepening their antennae into the traditional offline channels, and establishing an interactive three-dimensional marketing system on line and online.

For example, N.CASU, a women's clothing brand featured by urban fashion intellectuality, has recently proposed the brand expansion strategy of "developing the whole line from electricity supplier to special counter".

For the offline brand development, Chen Shou delivers, because its purpose is not only to expand sales volume, but also to cultivate more brands. Therefore, it is necessary to have enough funds to support such a route in addition to developing its own online brand.

Some Amoy brands have become hot spots for venture capitalists because of their excellent performance and growth potential.

For example, PBA, green box, spark card, grass collection and other more than 10 tens of millions of yuan level of capital injection, there are still some outstanding financing cooperation.

"From the long-term development of the brand, it is very difficult to fully compete on the Internet."

Cui Hongbo believes that pure network brand has two fatal points. First, there is no accurate sales forecast, which has strong dependence on advertising and promotion, and two is inventory problem. Because profit itself is very low, it can not digest inventory at lower prices.

Therefore, in Cui Hongbo's view, Tao brand still has a long way to go in shaping the brand.

To get the first barrel of gold and build a brand through the Internet, if we want to continue to operate, get more substantial development, expand a broader marketing channel, and build a brand building system is a matter to consider sooner or later.