Brand Licensing Has Become A Trend. Choosing The Right E-Commerce Platform Is The Key.

Dangdang network shuttle events, Jingdong mall SWAROVSKI event, COACH network event is still mentioned by many people, all behind the contradictions are generated by these e-business websites without the formal authorization of the brand to sell their products.

In the increasingly high financing amount of electricity supplier enterprises, the momentum of advertising is becoming more and more fierce, and the scale is bigger and bigger these years, fake goods, cottage goods and goods with unknown origin are also exposed frequently. Brands are optimistic about the market performance of e-commerce, choosing the right e-commerce websites and formally authorizing them are what they are doing.

Network authorization has become a trend

It is not hard to find that most of the international brand products sold on the domestic e-commerce platform have not been officially authorized by the brand. Why?

"On the one hand, the offline sales of traditional brands have been very mature and perfect, and the retail sales are still far higher than online e-commerce. The characteristics of e-commerce without regional segmentation may lead to price disputes between channels, or regional imbalance in supply and marketing, which will directly damage traditional channels. For the sake of steady development, brand manufacturing enterprises can only supply goods through regional division, but they can not supply directly to the electronic commerce platform. On the other hand, the domestic large business enterprise modes are very similar. They are all going on a large and full line. Competition is launched around the price, seriously damaging the brand's price system and brand image. No well-known brand wants to consume its own products. YOHO! Liang Chao, founder and CEO of Xinli media group, analyzed the clothing Times reporter.

At the same time, most of the domestic e-commerce enterprises want to make a surprise attack through the "shortcut", but neglect the improvement of the upstream supply chain, so there are many problems on the establishment of online retailing. But that is changing.

In April of this year, Nike sports (China) Co., Ltd. announced the cooperation with the leading supplier of "YOHO! Goods" in the vertical field of the domestic trend. It formally authorized Nike sports life series and extreme sports series and signed a network sales cooperation agreement, making "YOHO!" become the only authorized e-commerce channel for Nike's two product lines except the official website in China. At the same time, Nike also authorized its high-end children's clothing series to "good kids" website.

In April 25th, following the famous Italy women's clothing brand M Missoni, Shang Ping net has won many American fashion brand and designer brand authorization, including Cynthia Rowley, Laundry By Shelli Segal, Charlie Jade, Aryn and so on. Many new American fashion brands will be landing on Shang pin net today. The clothing Times reporter has learned that Shang pin has authorized more than 60 new luxury goods, modern brands and designer brands.

Liang Chao believes that more and more fashion brands will be planning and developing in the field of e-commerce. However, brands are now entering the electricity supplier field not only to digest inventory. What kind of product line will be used to empower the location of the website will be a major topic for each brand according to its brand image, characteristics, target groups and other factors.

These actions indicate that the domestic e-commerce network is trying to break through the current situation of low discount, over season goods and unstable source of goods.

Selection of gene matched platforms

Recently, Nike Limited has launched micro-blog on its official micro-blog platform, calling on consumers to shine their eyes against fake products: "friendship reminder: as of now, Nike's only official online shopping mall is only nikestore.com.cn in China, and Nike official authorizes online distributors to have only YOHO products," sports life series and extreme sports series "and" good kids "(Nike children's wear). In addition to the above online stores, Nike China does not guarantee that the products of other network channels are genuine. Please be careful and don't forget to tell your friends! "

Analyzing the cooperation between Nike and YOHO, we can easily find that brand choice e-commerce platform is not only focused on scale and sales.

The current Chinese electricity supplier market offers a lot of choices for Nike. Comprehensive shopping and premeditated listing, suning.com for Suning Appliance "de electrification" important online shopping deployment, Tencent secretly acts as a stealth hegemony in various industries; the development of the vertical field is also very rapid, selling clothes of the "I am a customer", selling cosmetics "happy escort" for the beautiful women, sales of shoes for 1 billion of the annual sales of good buy; in addition, there is also the first tier platform of the electricity supplier industry - Taobao and Tmall, that is really "pro, what, what all have"! In such a large number of industries, Nike chose the only "fashion class first" YOHO! In the field of integrated shopping, Jingdong mall has made great progress.

In fact, from the product line involved in cooperation, we can see the clue: to grasp the trend and design, to meet the needs of young consumer groups, and to have personality. To find a partner, we first need to see whether "brand tonality" is in line with its product positioning and crowd communication.

Liang Chao believes that "fashion" and "Youth" are the brand genes of YOHO! In the trend field YOHO! Control of the right to speak. Secondly, the content + e-business platform mode enables it to have "YOHO! Trend" and YOHO.CN media and YOHO! E trend, YOHO, and other APP software support to attract target consumer groups, which is very compatible with Nike's related products. On the one hand, it is consistent with the target audience of Nike product line. On the other hand, the operation mode of combining the trend media and e-commerce can introduce the product introduction and sale on the basis of cultivating brand enthusiasts, and it can change the unreasonable mode of low-priced sales of general electricity suppliers, such as off-season goods or fake products, and greatly enhance consumers' awareness of Nike products and brand loyalty. So, Nike and YOHO!