Brand Power+Promotion Power&Nbsp; How Far Is It From Achieving Premium For Online Clothing Brands?

Brand premium exists largely in clothing Among the brands, the price of sports shoes bought by Nike from Chinese shoe manufacturers for 120 yuan has jumped to more than 700 yuan because of the Nike brand; LV leather bags with a cost of more than 100 yuan can buy tens of thousands or even hundreds of thousands of yuan. Brand awareness, product quality, brand culture, all-round service and other factors have all become the brand added value that traditional brands can give consumers in addition to products, resulting in brand premium.

As more and more consumers begin to accept the way of online shopping, online brands have gradually entered the state of letting a hundred flowers bloom. No matter it is a cheap online brand that takes the route of parity and wins by volume; It is still a high-end network brand that takes the quality line and wins with quality and style; Or the network designer brands that take the fashion line and win with brand culture have injected fresh blood into the clothing brand market. however network However, because the platform can not be close to consumers, it gives people the impression that it is a congenital "defect" such as cheap pronoun Brand Premium Higher requirements are put forward.

　 Avoid homogeneous competition and adhere to the advantages of quality and experience

Many people often talk about the difference between online and offline sales, but in essence, online clothing brand Compared with traditional clothing brands, it is only a difference in sales channels, and there is no real difference. Therefore, if online brands want to form a premium, they should have such premium elements as brand uniqueness, brand popularity, brand culture, good design and service that traditional clothing brands have. However, because online world consumers provide a platform with more abundant information, consumers can easily compare prices of the same kind of goods on it. If they do not have their own characteristics and advantages and sell goods for the sole purpose of selling goods, they will inevitably be taken by customers to compare prices, which will lead to homogenized competition more likely to become the killer of online brand premium. However, only a high-quality online brand can form a unique and irreplaceable position in the hearts of customers can form a brand premium.

How to form the added value beyond the brand? How to form an irreplaceable position in the hearts of customers? This requires online brands to pay more attention to customer experience. Wu Fangfang, CEO and chief designer of Green Box, said in an exclusive interview with reporters: "Customer experience is not just reflected in product quality. Due to the characteristics of the network platform, we cannot let consumers feel the texture of the fabric or give them a direct tactile experience. Many information must be conveyed to consumers through the visual stimulation of pictures on the web page. From page design, shooting skills, text description and other aspects, let customers feel the goods, visually win customers' favor, let customers feel that what they see is very tasteful and design goods. In addition, service is also a very important point in the overall experience of customers. Whether the customer can send the goods in time after purchasing the product; Whether the package is intact when receiving the product; Whether the product can be returned or replaced after the deviation in size or color is found can be directly marketed to the customer's experience. It is also an important influencing factor for online brands to generate premium. "

　 Resist "Cheap" Genes and Insist on Guarding "Noble" Lineage

The natural "cheap" gene and brand premium of online platforms seem to be a pair of antonyms. How to make consumers willing to pay for the "bargains" in their impression is really not an easy task.

We have to see that while the e-commerce market continues to develop and become more perfect and mature, consumers' consumption psychology is also growing and changing. In the early days of the development of China's online shopping market, netizens basically bought things online in order to find some new, strange and special cheap goods. Now, with the development of online shopping market, online shopping is no longer synonymous with low prices, and more and more traditional first-line brands have opened their flagship stores online. Customers' consumption psychology is becoming more and more mature, and they begin to pursue convenience and quality. Online shopping has gradually become a synonym of convenience from low price in their minds. (China's first textile website: www.webtextiles. com) Wu Fangfang agrees with this very much: "At present, those online brands that have become stronger and larger need a process of persistence. At the end of 2008, when we entered Taobao, the online platform was still a place where cheap goods were rampant, our entry seemed very unusual. I remember that the average price of children's clothing on Taobao was more than 50 yuan at that time, while the price of children's clothing brand Miss Modern under Green Box reached 200~300 yuan. Our persistence has played a vital role today. Have confidence in their own products, avoid homogeneous competition, adhere to the brand road, as the company's philosophy has never changed. However, we must admit that the current network environment is dominated by affordable goods, which has not really entered the spring of branding, which requires us to continue to do a lot of persistence. The network provides us with a low threshold platform, but our brand accumulation to a certain extent will realize the original intention of the brand, diversified multi-channel development, and we will also open stores offline. Only in this way can we form a real network premium, and what we are doing now is just a little more expensive than affordable brands. " Wu Fangfang said with a smile.

　 Brand power+promotion power to promote online clothing branding

"Miss Modern is a Taobao brand. When I contact many designer brands, I am asked the question, 'How should I promote it?'". "Wu Fangfang said," When I went abroad to study, I felt that many foreign clothing brands had very mature marketing channels. For example, Victoria's Secret underwear brand, online sales and offline sales accounted for two thirds of the total. I think brands should have multiple channels and channels. Online brands are likely to go offline, and offline brands are also going online. If the brand is mature in this respect, its premium ability can really be reflected. "

At present, the formation of online brand premium in China is still in the initial stage, showing an initial state and just beginning to form the concept of premium. This is because e-commerce does not have a mature business form, and everyone is trying to find their own way. Brands with strength and promotion ability are not necessarily excellent, while brands with product ability, such as designer brands, are not necessarily good at promotion. Both product force and promotion force are indispensable. But in this process, we found that, for example, B2C enterprises such as Vanke that follow the path of affordable products also began to have brand awareness, so we saw the emergence of Vanke and celebrity spokesmen; In addition, some online brands with excellent product strength and design skills, especially venture capital, have begun to have the awareness of market promotion, which is a reflection of progress.

With the rapid growth of the network market today, enterprises must fully realize the importance of network brand building if they want to avoid being overwhelmed by a large amount of information. How to make the "willing to pay $2000" customers willing to "pay $2000 more" depends on whether your brand is worth the price. The establishment of online brands has never been achieved overnight. Like the establishment of traditional brands, it needs the careful operation of enterprises. Only online brands that can withstand the test of time can obtain long-term premium.