Internet Brand &Nbsp; How Far Is The Realization Of The Premium?

"Building has to build the highest grade apartment, the smallest apartment is 400 flat, upstairs there is a swimming pool in the garden building, with a British housekeeper, a real London accent, and the owner enters the door." May I help you, sir? ", aristocratic school, the American clinic can not be less than one word, it is expensive! The neighborhood is not open BMW or Mercedes Benz, such an apartment, the price is at least 4000 dollars. You have to study the shopper's shopping psychology, and the owners who are willing to pay $two thousand to buy a house do not care much more than two thousand. Successful people are buying something, not the best, but the most expensive! "The classic lines in this movie" big shot "vividly explain the strength of the brand premium.

Brand premium also exists in clothing brands, Nike from China. A shoe factory The sports shoes that cost 120 yuan to buy are sold to more than 700 yuan because of the brand name of Nike. The LV bag with a cost of more than 100 yuan can buy tens of thousands or even tens of thousands of yuan. Brand awareness, product quality, brand culture, omni-directional service and other factors have become the brand added value of traditional brands that can be given to consumers outside the products, and the brand premium also arises.

As more and more consumers begin to accept online shopping, Network brand Also gradually into the state of hundred flowers bloom. Whether it is a cheap online brand that takes the parity route and wins the volume of goods, or takes the quality route, the middle and high-end network brand that wins the quality and the style, or the network designer brand that wins the fashion line and wins the brand culture, all has injected fresh blood into the clothing brand market. But the network platform, because it can not be close to consumers, is a cheap "pronoun" and other congenital defects. It puts forward higher requirements for brand premium.

Avoid homogenization competition, adhere to quality and experience advantages

Many people often talk about the difference between online and offline sales, but in essence, the online clothing brand and traditional clothing brand are just Sale There is no real difference in the access. Therefore, if Internet brands want to form premium, they should have the premium elements of traditional clothing brands such as brand uniqueness, brand awareness, brand culture, good design and service. But because the Internet world provides a more abundant platform for information, consumers can easily compare prices on the same kind of goods on the above. If there is no own characteristics and advantages, selling goods to sell goods alone will inevitably be taken away by customers. This leads to homogeneous competition becoming more likely to become a killer of Internet brand premium. And only the quality of the network brand in the hearts of customers to form a unique, irreplaceable position, in order to form a premium brand.

How to form additional value outside the brand? How to form an indispensable position in the minds of customers? This requires online brands to work harder on customer experience. Wu Fangfang, chief designer of green box CEO, told an exclusive interview with reporters: "customer experience is not only reflected in the quality of products, but because of the characteristics of the network platform, we can not let consumers feel the fabric texture or give them a direct tactile experience. A lot of information must be transmitted to consumers through visual stimulation on Web pages. From the page design, shooting skills, text description and so on, let customers perceive goods, visually win the favor of customers, so that customers feel that they see is very tasty and very good sense of design merchandise. In addition, service is also a very important point in the overall inspection of customers. Customers can send goods in time after they buy products; whether they are intact when receiving products; whether products can be returned or replaced after deviations in size or color can be directly marketing to customer experience. It is also an important factor affecting the premium of Internet brand.

Fight the "cheap" gene and stick to the "noble" lineage.

The "cheap" gene and brand premium generated by the Internet platform seem to be antonyms. How to make consumers willing to pay for their "bargain" in their impression is really not easy.

We have to see that the consumer psychology of consumers is growing and changing as well. In the early days of China's online shopping market, netizens bought things online basically to clean up new, unusual and cheap products. Now, with the development of online shopping market, online shopping is no longer the pronoun of low price. More and more traditional brands are also opening 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 begun to turn from cheap pronoun to convenient pronoun in their mind.

Wu Fangfang agrees with this very strongly: "at present, those Internet brands that have already been stronger and bigger need a process of insistence. At the end of 2008, we entered Taobao. At that time, the network platform was still a place where cheap commodities were rampant. Our entry was quite different. I remember that the average price of Taobao children's clothing was 50 yuan, while the price of the children's clothing brand of the green box reached 200~300 yuan. Have confidence in their products, avoid homogenization competition, and stick to the road of brand, as the company's philosophy has never changed. But we must admit that now the network environment is still dominated by cheap commodities, and not really enter the spring of brand, which requires us to continue to do a lot of persistence. The Internet provides us with a low threshold platform. But when our brand accumulates to a certain extent, it will realize the original intention of the brand, diversify and develop more channels, and we will open shop online. Only in this way can we form a real network premium, and what we are doing now is just more expensive than the parity brand. Wu Fangfang said with a smile.

Brand power + promotion force helps promote brand online clothing

"Miss morden is an Amoy brand in itself. During the process of contacting many designer brands, I was asked such a question," how should I promote it? " "Wu Fangfang said," when I went abroad to study, many foreign clothing brands gave me the biggest feeling that their marketing channels were very mature. For example, the underwear brand of Vitoria secret, the proportion of online sales and offline sales is very special, accounting for 2/3 of the line. I think the brand should be multi-channel and multi-channel, the network brand may go to the line, the offline brand is also going to the network, if the brand can do very mature, his premium ability can really be reflected.

At present, the domestic network brand premium is still at the initial stage, showing a starting state, just beginning to form a premium concept. This is due to the fact that there is no mature business form in e-commerce, and everyone is walking on the road of their own. The strength and strength of brand products are not necessarily excellent, but product brand, such as designer brand, is not necessarily good at promotion. Product strength and promotion power are indispensable. But in this process, we find that B2C enterprises such as fan customers have begun to have brand awareness, so we see the appearance of objects and celebrity endorsers, and some other products with excellent quality and excellent network design, especially after venture capital involvement, have begun to have the awareness of marketing, which is an embodiment of progress.

Today, with the rapid growth of Internet market, enterprises are fully aware of the importance of network brand building if they want to be overwhelmed by a lot of information. How can customers "willing to pay two thousand dollars" willing to "dig two thousand" again depends on the value of your brand. The establishment of network brand has never been accomplished overnight. As with the establishment of traditional brands, enterprises need to operate with their own heart. Only the network brands that stand the test of time can get a long-term premium.