The Brand Of Growing Up Should Not Be &Nbsp; &Nbsp; "Stripping Away" Needs To Think Twice.

Amoy brands have attracted much attention in recent years. They were initially sold by Taobao in China.

However, too much reliance on Taobao platform is obviously too risky.

At the same time, with the

First thought: how to deal with single platform risk

Question: Although the Amoy brand grew up in Taobao, Taobao's policy is like the "Damour and Chris sword" hanging on the top of the brand name.

Over reliance on Taobao platform is obviously too risky.

With the rise of the electronic commerce platform, Amoy brands are faced with the problem of multi-channel choice.

Weapon: familiar with and mastering more marketing tools and rules of the Internet, and can gain more brand benefits than other online stores; other platforms can sell products as long as they want, but require uniform price and unified image. Although the platforms are divided into different teams, the customer service should be unified by enterprises.

"Second thoughts": how to carry out external brand marketing

Question: Amoy brands are not new to Taobao users, but to get more customers, we need to start brand marketing outside Taobao.

How to do brand promotion outside Taobao and how to locate the brand are still puzzled by many brands.

Weapon: external brand building can focus on non traffic, that is, not to generate immediate traffic, but to build word of mouth.

For example, the brand will be embedded in the game, and the corresponding promotion should be made in TV stations and fashion magazines.

Wu Shihui: the brand positioning of the company is very clear. It is aimed at the group of college students who have just graduated soon. They are 25 to 32 years old and are struggling men.

In addition to the common forms of through-train in Taobao, we will cooperate with Tencent to enter its games, such as happy farm.

In addition, we will also sponsor some activities, including cooperation with film.

These are actually communicating with consumers, but our focus will still be on the Internet. After all, online sales have taken the lead.

Zhou Yong: according to the definition of Taobao, we are Amoy brand, but in the future, we will not distinguish between Amoy and not.

As a matter of fact, we have begun to try to sell on other platforms, and ultimately, it is not just to sell on Taobao.

At present, we spend more than 10 million yuan a year on advertising in Taobao. Besides Taobao, we also advertise two sets and five sets of CCTV.

Our goal is to make fashion brands instead of just being an Amoy brand, so we will also choose some high-end fashion magazines like Ruili to advertise.

Chen Tenghua: Taobao is a relatively closed ecosystem, which can be "self sufficient".

If we decide to diversify, we need to build our own brand like a traditional brand, but we must be cautious in investing.

Because even if "channels are diversified", the number of actual channels is also few, and marketing within these channels may still be much more efficient than individual brand marketing.

In addition, the core value of the channel platform is to provide passengers with the business, rather than letting businesses themselves attract people to the mall.

Of course, it does not mean that without external brand building, external brand building can focus on non traffic, that is, not to generate instant traffic, but to build up word of mouth, such as word of mouth marketing outside the sales channels, and gradually influence consumers' impression of their brands.

"Third consideration": how to manage supply chain well

Question: many brands have grown up from foreign trade, and most of them do not have their own factories to produce OEM products.

But once the demand for products comes up, the brand will face new challenges in terms of supply chain management, order processing, and new product rhythm control.

Weapon: pay attention to the principle of flexibility, take the amount of strategy, 6 months ahead of the beginning of the design side selection, for some special needs, consider shortening the shipping cycle, reduce inventory, improve the market reaction speed.

Wu Shihui: clothing has a long industrial chain. A very important reason for the failure of PPG shirt is that it underestimated the industrial chain of shirts.

And we are almost the same as the traditional clothing enterprises. They all plan and design products one year ahead of schedule, but the order is issued by marketing and sales departments.

At the same time, we will make timely adjustments according to the market situation of the marketing and sales departments.

Zhou Yong: we are husband and wife, and my wife is a designer. Most of our products still go to factory production, and we make our own designs and make plates.

The product strategy we adopt is how much quantity it will take. Generally, it will start 6 months in advance. When we design materials, we can deliver 30 days for some special needs.

This advantage is that the stock will not be too much, the General paragraph is also hundreds of pieces, sold out on the new products, we emphasize speed, also have their own ERP system management.

Do not install aircraft engines on tractors.

For the Amoy brand, after several times of annual growth, how to maintain this momentum? Especially after crossing the annual sales quota of 100 million yuan, coupled with the help of venture capital, some Amoy brands chose to take off.

Although the brand is a network brand, it is a brand after all, and its price is lower than that of the traditional brand.

But in the future, there will be more and more traditional brands joining the online shopping market. The price advantage of the brand will disappear, and the brand influence will not be strong. What will the brand do?

In fact, most of the owners of Amoy brands have extensive understanding of the electricity supplier system and management methods.

If we manage a multi platform business again, we will disperse our energy. We should break away from the ten fingers.

In the case of a limited number of people and teams, for most Amoy brands, they should concentrate more energy on Taobao.

Shanghai Wei Ya, who tracks and studies a number of grassroots online stores, suggests that there is still great potential for Taobao to do so. They should spend more time learning and mastering more marketing tools and rules of Taobao online, so that they can gain more brand benefits than other online stores.