Dream Bazaar: Tide Makers Of E-Commerce Tide To See How To Build Their Own Brands

With the emergence of more and more e-commerce websites such as Jingdong, customers, Dangdang and so on, an electronic commerce war that has no smoke has become increasingly fierce. Jingdong mall is the largest 3C in China's B2C market.

Born in 2007.

In December 2006 - Li Shudong and Mr. She Xincheng co founded the dream bazaar website in Guangzhou Acmdemy of Fine Arts and chose underwear products as the main products of the website.

Today, the dream bazaar website is no longer based on its original underwear as a product, and it only owns a brand of dream bazaar.

Dream bazaar, which belongs to Guangzhou Mora Network Technology Co., Ltd., by the end of April 2011, has seven free brands, including dream bazaar underwear, dream bazaar dress, Jorge fashion women's clothing, Monti emo business men's wear, Bao Ye men's wear, Vitoria's high-end underwear and so on.

In a short span of 3 years, the speed of dream bazaar's development of its own brand is amazing. In 2009, sales of dream bazaar and hundreds of millions of dollars were broken down. So why can bazaar's own brand be able to base itself on the tide of fierce competition in e-commerce?

In November 2010, the reporter gave an exclusive interview with Li Shudong, President of the dream bazaar. The following is an excerpt from some of the talks.

Reporter: what's the difference between you and other shopping websites?

How to achieve sales per month?

Li Shudong: because the promotion of e-commerce is developing in this area, especially the clothing brand, we have been discussing all these two years. Is this the development of this platform type or the development of this private brand?

This has always been a problem that plagues the industry, because people who do the platform generally do not know much about products. There are many designers who do not know much about the promotion of e-commerce, and there are two modes of discussion.

Our Mora company is actually integrating these two very important factors. Our dream brand is starting from its own underwear brand. Now we have extended from the category of underwear to women's clothing, shoes, bags and accessories.

It is all the fields of women, so we dream batha will be a product line brand of our interests in the future. At the same time, we will expand our dream bazaar brand into a platform brand of female shopping, that is, we will adopt a mixed brand management mode in the future.

This pattern is a bit similar to Pepsi. Pepsi group, Pepsi is both its brand name and its brand name. There are also some independent brands, including Pizza Hut and Qi Xi, so our company will also adopt this multi brand mixed brand management mode.

If she is a fashion woman

If Tethyan is our new high-end and fashionable clothing brand based on the Internet, we should integrate the construction of our own platform with our design brand, because we have the support of millions of customers from bazaar, because we have accumulated a good number of customers in the first three years of development, our customers have reached millions, and our two purchase rate is also very high. Our two purchase rate is in the industry, in the e-commerce industry, it can be said to be in the front row, our two purchase rate is more than 70%.

Because we have such a good customer to support us, and at the same time, we emphasize our quality and brand image. Besides, we also emphasize the originality of our products.

Just like when we dreamed of Bassa underwear, we insisted on our originality instead of acting as an agent, not acting as an agent.

We are adhering to our sense of design and originality.

The launch of the brand is also based on our own design team. Based on our understanding of the market, the needs of customers and the grasp of fashion, we can launch in less than 4 months in such a short period of time. Now the sales volume has reached a very ideal sales volume, which is also very rare in the development of e-commerce.

Today, several brands of dream bazaar have their own websites. Since last year, Meng bazaar has started selling household clothes, swimsuits, shoes, bags and accessories. This year, it has launched a series of products such as home textiles, children's wear and men's shoes. So Li Shudong issued such a sigh: "underwear single clothing sells best to hundreds of thousands of pieces."

The pformation benefit of dream bazaar as a channel brand has begun to appear.

Although vertically integrated enterprises such as dream bazaar are highly difficult, big investment and risky, but if they do well, they can gradually form their own style and brand, and they will have some loyal users.

And the early dream bazaar accumulated through underwear is such a group of loyal users.

Innovation in style is also a magic weapon for dream bazaar to build a group of loyal customers. That is, bazaar can launch more styles than traditional brands to attract consumers.

Traditional brands have annual orders for spring, summer, autumn and winter in the two quarter, with 70 to 80 orders for each order and three to four styles of lace.

And dream bazaar will have new models every month.

Li Shudong said: "to the month as a unit of words we will be about 100 in a quarter, and the old money is also sold, a whole year to calculate, light is the underwear issued more than 1000."

Dream bazaar also said that the competitive advantage of independent brands in the tide of e-commerce is bound to have disadvantages. And through the efforts of all the efforts in the past few years, the dream bazaar has already taken a place in the e-commerce war, and the road ahead is very long and difficult. We will continue to pay attention to witness how the young independent brand goes out of its own characteristics and quality in the rapidly changing information age.