Zhang Xiaojun: At This Stage, It Is The Golden Season For The Birth Of Its Own Clothing Brand.

In the US, a retail brand is about to burn up to $one hundred million, but it does not guarantee that the brand will survive.

China is now in the stage of consumption upgrading, and is the golden season for the birth of a brand.

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E-commerce is the first retail link. In the 94 year, the US Amazon created the world's first.

Electronic commerce was first published.

Integrated channels, Chinese business representatives, such as excellence and Dangdang, are now making full efforts to develop other brands other than 3C, and are working hard to develop from a vertical retailer to a comprehensive retail business.

We have to choose some subdivision areas, and strive to do very well and deeply.

And retail channels often have a final competitive regional monopoly.

Of the top 50 e-commerce companies in the United States, there are only a few Internet Co, and the rest are traditional.

How many integrated e-commerce platforms are there in the United States? Pure B2C may only have one Amazon, and Ebay is also one.

In addition to these two, there are also many B2C companies trying to make a comprehensive retail platform. They are all dead today.

In the United States, 100 to 200 e-commerce companies, many of which are purely electronic commerce companies, are basically subdivided vertical retailers.

Typical representatives, such as the Blue Nile.

The number of vertical subdivision e-commerce is very large. In every subdivision area, it can be very sophisticated, very deep, competitive and loyal users. Many enterprises have survived and developed.

But unfortunately, none of these companies had a market capitalization of over $1 billion during the takeover.

So, how does this cause? As a comprehensive retail platform, it is bound to have a congenital advantage.

Companies like Amazon are like a big tree, and the other small B2C companies are like under the big trees. Under the sun, it's not possible to find out the strong trees from under the trees, and there are only some grass.

Let's think about it. There are countless subdivision of B2C under Ebay and Amazon.

In the face of economic crisis or big economic fluctuations, these trees can have a faster growth, while small vertical and subdivision B2C will be affected.

Therefore, to do any subdivision of the industry, we must be the top three in the industry.

Amazon's team has put forward a SIPC concept of brand. The more varieties you run, the more satisfied you are with consumers.

I is trying to achieve the most competitive price.

P is to have stock as much as possible, and when the customer orders, it can receive in the shortest time.

C is a very good presentation of goods to enable consumers to complete the purchase.

For a comprehensive e-commerce channel, Amazon did not put the variety in an important position, especially books.

Extended to the department store, the concept of the whole variety has changed, and a moderate campaign is needed. If the brand is too low, it will also be harmful to Amazon's choice.

Amazon has opened its platform to enhance its varieties, and Amazon has yet to shoulder any economic risk.

This is also the direction for the development of e-commerce enterprises in China, whether excellent, Jingdong or Dangdang.

At the same time, let's take a look at Taobao, Taobao is learning from B2C in many strategic directions, especially learning from Amazon.

Therefore, Taobao has a huge investment warehousing logistics and backstage plan.

In the future, we will list Taobao, Jingdong, excellence and Dangdang four as the best e-commerce platforms in the future. Apart from these four, I am not optimistic about the scale of the platform that will survive in the future.

It is more professional and deeper in category, attracting the enthusiasts of this category.

We can imagine that you can do very professional photography, so that you can attract very professional consumers, professional consumer spending power is relatively strong, and the number of professional consumers is relatively small.

So, we can make profits, but we can not achieve large-scale operations.

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E-commerce's private brand retail competition factors

Private brand retail in the traditional retail industry is actually appeared in the United States after World War II, we name some brands, such as Gap, Zara, Hm, these brands are private brands.

They are characterized by the fact that the brand is sold in brand exclusive stores or brand areas, rather than in big stores.

Before 1960 or before 1960s, the department stores in the United States occupied the dominant position in the market, and all the brand clothes were sold in large department stores and department stores.

After 60s, it evolved into the brand itself, its own research and development, and the whole link itself control.

When domestic PPG was born in 2005, it did its own retail business. Many of us had a very high evaluation of PPG. The mode it created in that year is not only an innovation in China, but also an innovation in the world. It is the first large-scale e-commerce company with its own brand retailing in the world.

Correspondingly, in the 07 year, PPG began to replicate the mode of VCM. At that time, the same mode was never entered into this field, just like today's group buying thousand League war.

Why does the e-business of private brand take place in China? In the US, the mode of e-commerce is basically retail. In China, B2B is represented by Alibaba, which is basically retailing in the US, and is distributed and retailing in China.

In China, after 2005, there was a pattern of design, production, distribution and retailing.

Why did B2B appear in China, and the United States initially had B2B companies, but it did not develop? I personally know that, because China is the world's manufacturing base, and distribution is first sold by factories (manufacturers) to retailers. China has a large number of manufacturers, which provide products to the world.

The retail business in the world has completed the design and sent the design plan to the manufacturer, and the manufacturer is producing in China.

Because there is a shortage of mass producers in the US, and resources are scarce.

Therefore, B2B business is much less than China, which makes Alibaba the largest supplier company in China.

In China, the resources of design and production are all visible, and at present, consumers are also very spending power. In the ten years of retrogression, China also has design and production capacity, but consumers have no consumption power.

By 2001 or 2005, consumers in China are very well recognized for e-commerce. They can also accept shopping through the Internet.

It also determines that China's B2C retailing has ushered in a golden stage.

At this time, China, as a manufacturing power, has slowly changed from OEM to ODM.

In this case, the Chinese enterprises can complete all the resources integration in these four stages, and also have the vast number of consumers in China.

This is also the reason for the development of e-commerce in China.

From the integration of value chain resources, China has great advantages.

The second factor is that the pattern of brand market competition in developed countries is basically finalized. After decades of intense competition, it is very difficult to create a new consumer goods in developed countries.

It has been estimated that in the US, a retail brand is about to burn up to $one hundred million, but it does not guarantee that the brand will survive.

Why can we create a brand in China? This brand does not mean online, and offline is also a good time to create a retail brand.

Therefore, VC's investment in the entire consumer enterprises is crazy because China is in the stage of consumption upgrading.

Consumption upgrading is actually a stage in the history of developed countries such as the United States, Japan and other developed countries. Taking the United States as an example, the consumption escalation in the United States occurred in 1960s. After the Second World War ended in 1945, the United States ushered in a baby boom. The recognition and recognition of brands in the whole American society changed dramatically.

Meanwhile, in 60s, the economy of the United States was very rich after the rapid development after the war.

Many famous brands today were born in 1960s.

Therefore, 60s is actually a period of escalation of consumption in the United States. The period of consumption upgrading is the period when brands are most likely to survive and grow.

China's development today, because China's population base is very large, has more than 1 billion 300 million people.

In the 1 billion 300 million population, the gap between the rich and the poor in China is also very large. At least, the income level and consumption ability of the 2-3 billion population have reached the level of a moderately developed country.

What does this mean? It means that China is also a golden season for the birth of brand today.

If we talk about planting, now is the time to plant the brand.

Therefore, in China, the brand can be born. Decades of great brands are born now. We can find it easy to make brands in China.

Electronic commerce is the easiest way, and it is the fastest mode.

In the era of private brand, compared with the traditional development of offline stores, the effect of e-commerce is the advantage. It has a very good effect and can cover all Chinese consumers very quickly.

As long as we do a good website, as long as we do a good job of promotion, as long as we can ensure the quality of products, the brand can grow up quickly.

As a private brand retailer, what competition does it face? What capabilities do you have in order to stand out in competition? Compared with the pure retail (selling other people's products), such as excellence, Jingdong and Dangdang, it requires you to have more comprehensive capabilities and elements.

We all know that the case of PPG has made a very famous book. I think self brand retailers, especially e-commerce, are a private brand retailer. What you want to manage is not a light company, but a heavy company.

Compared to a single channel brand, the resources you need to control and the capability of your entire enterprise structure are more comprehensive. You need to set foot in, design, brand operation and so on.

Therefore, the company is not a light company but a more serious company.

As an e-commerce private brand retailer, compared with the traditional private brand retailers, we need to solve the problems of website development, supply chain development, warehousing and logistics development, and the development of the after-sales service system of call centers. Compared with traditional terms, the complexity of order processing is far higher than all.

The role of electronic commerce is mainly to install the most important links in the production link of the factory to the land and the fixed assets in the Brand Company. However, in fact, we all know that a company that has made a brand has already had a very small number of its own production.

It's hard to be an e-commerce company with its own brand, but it is definitely a worthwhile thing to do.

You do e-commerce platform in China, to do the first, second, third, you do 3C people in one field, consumers can recognize most of the two, or you do a small scale, you can do professional outdoor tourism e-commerce, but it still has the first and second problems.

Through the highly segmentation of the market, there are many e-business enterprises. The number of these enterprises is large. The number of these enterprises is not as large as that of a huge e-commerce enterprise.

These absolute subdivision e-commerce can survive the total amount and brand, the number of brands is far greater than the number of retail channels.

Why does this happen? Taking clothing as an example, the market share of any clothing brand is hard to break through 5%. Not only does it mean online, it refers to the combination of the global online and offline businesses, and the annual sales revenue of ZARA is 30 billion dollars, which occupy the first place in the market.

Clothing is no longer a basic demand for people to shelter from the cold, but a kind of identity and emotional need to express their individuality, and there will be differences in emotional needs.

As for clothing, there will always be many different brands in the world. There are different pricing, different styles and different crowds. These will always exist. With the continuous development of society, it is also changing.

Can ZARA and HM always occupy the top two in the field of clothing? I believe that it will change over time.

For brands, there are many brand shops that express their individuality and self assertion, and there will be many brands.