Tmall Fostering Its Own Brand, Concentrating Its Resources And Enhancing Its Competitiveness

The Amoy brand is a brand new concept based on Internet e-commerce launched by Tmall mall. It is the concept of "Tmall original brand" jointly recommended by Tmall mall and consumers.

After years of nurturing, the most successful brands are nicardia, Mai Bao, sopardia, Osa, Han Douyi house, rip and silk, seven grid, MRING, five seasons dream, Yu Ni Fang, gerrill, fragrant grass collection, modern lady, Tenante, puppy electric appliance, Paula and so on.

The official explanation of "Tmall original" by Tmall mall is that Tmall is a young brand born on Tmall platform.

Mention

Brand incubator, the first reaction of many people is the clothing professional market.

In the initial professional market operation, a large number of agents and distributors entered the low threshold. However, with the increase of the professional market, many problems such as local high saturation, serious homogenization, low profit competition and other issues surfaced. Faced with this situation and pressure, many professional markets chose to separate the more excellent business operators from them, and give them certain services or hardware and software support, so as to cultivate a batch of own clothing brands to enhance their soft power in the industry.

In the specialized clothing market, there are striking similarities in the e-commerce platform.

As Jingdong mall, Tencent and other open platform for electricity providers have made efforts, Tmall mall is no longer the only sales channel of the network's own brand.

At this stage, many Amoy brands have been able to compete with Taobao in other distribution channels, and some brands have begun to build their own B2C mall. They have completed the "Amoy" and even begun to spread to the offline stores.

At this time, Tmall hopes to become the original incubator of the original brand, and bring together the resources of these original brands, eventually becoming the brand image of Tmall.

Cultivating private brand of network, concentrating resources superiority and enhancing competitiveness

In June 13th, the 15 leaders of the 15 brands including Mai Bao, Justyle, seven grid, Fang Cao Ji, Deal Madge and so on, together with the title of "Tmall original", which still sounds somewhat not used to it, appears collectively.

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After this meeting, Tmall original will become the general name of these and even more Internet brands that grew up in Taobao and developed in Tmall.

Taobao hopes to have a large number of brand forces, and hopes that its intention to draw a line with Taobao small C merchants is already very clear: in November 2010, Taobao mall started to launch an independent domain name; in June last year, Taobao network was divided into three parts: an Amoy network, Taobao network and Taobao mall.

However, at the beginning of the establishment of Taobao mall, in order to expand the scale and gather businesses and users, the audit criteria for merchants were not high, resulting in a good mix of merchants, which made it difficult for people to clearly distinguish the difference between Taobao and Taobao mall. In January this year, the Taobao mall was officially renamed "Tmall".

For this renamed, Huaqiang North online vice president Gong Wenxiang believes that Taobao mall "to Taobao, to be completely independent."

Zhang Yong, President of Taobao mall, denied this, and stressed that Taobao is still closely related.

Nevertheless, after renaming, it really played a role in building a more high-end e-commerce platform to remove Taobao's "cheap" brand.

This year, Tmall will also promote the creation of brand by increasing services to consumers, merchants and service partners.

On the consumer side, the "Tmall" began to implement a false five pay, and the amount of compensation that businesses had caused inconvenience to consumers was also greatly increased. In the marketing system, it also changed from a single discount sale to a diversified integrated marketing, helping a number of brands that grew up on Taobao networks and creating an independent brand.

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In June 1st, Tmall announced that its 121 "Amoy brands" were officially renamed "Tmall original", which means that the name of "Amoy brand" has become a history in the evolution of Taobao.

The current 121 brands can be roughly divided into three levels: annual sales are over one hundred million, one hundred million to 30 million, and below 30 million.

For businesses that sell between 10 million and 30 million, they are still at the stage of proving their capabilities. Tmall's help in these Amoy brands is mainly about sales and service capabilities.

Amoy brand middle level, less than one hundred million of the thirty million, such Amoy brand goods sell well, but whether the supply chain can keep up with, is the next step can keep up with the development of the brand.

The third level of the Amoy brand, they are at the top of the Amoy brand, the supply chain is relatively perfect, then the brand building is very critical, Tmall mainly helps them build brand.

For a long time, businessmen have a very high awareness of brand names, but the spread of "Amoy brands" on consumers is not very large. Most consumers do not buy these brands because they are Amoy brands.

It is what Tmall wants to do this year to improve consumers' awareness of brand names. Since the second half of this year, Amoy brands are no longer just recognized by merchants, but will expand to consumers.

Tmall original in strengthening brand awareness at the same time, and Taobao network this platform completely cut the boundaries.

According to menswear own brand, CEO Wu Shihui, "brand name" means that Taobao is growing up from a number of businesses and brands. Tmall original reflects the brand's genetic changes.

In the coming stage, Tmall will continue to give policy support to the Internet free brands, including strengthening interaction and cooperation with fashion media, establishing links with big brands, and developing cross-border cooperation.

In view of this, Tmall senior brand manager Jing Sheng Yao said at the annual meeting of the 2012 strategy of Internet strategy, since 2010, Tmall has launched an independent domain name, announced the opening strategy, and officially changed its brand name in the near future. In 2012, Tmall will strive to build an independent and professional B2C platform and become a brand incubator base.

"On our platform, we have hatched many brands with high quality. We call them Amoy brands, such as wheat bags, and so on. We already have a special team to help these brands continue to grow and grow. We find more high-quality brand names through a new way of becoming famous."

Jing Shengyao said that at present, there are both Amoy brands and many famous brands on the Tmall platform. After that, Tmall will have a professional team to help these brands grow rapidly. For example, the marketing department will undertake the task of Tmall brand promotion and brand promotion, and help the brand by integrating the market resources. The technical department will conduct in-depth analysis of the flow, help the brand to do data mining, improve the conversion rate of the order, open up its brand and marketing resources to more brands so that it can get higher quality traffic at low cost.

Ensure the quality of the market environment, brand forces under the balance line.

In addition to cultivating its own brand and distinguishing the good and bad Taobao network, consumers can see a more quality online shopping environment. The emergence of Tmall original also bears a deeper mission.

In 2011, among the top ten sales of Tmall women's clothing, six came from traditional offline brands, while the top four men's clothing ranks were firmly occupied by offline brands.

How to balance the stakes between Tmall's native brand and the branded line of competition is the main task of Tmall.

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Dior, Estee Lauder, JACK&JONES, Tonlion, ONLY, BELLE, Daphne, and Daphne, more and more traditional brands and even luxury brands appear in the market.

"Quite a bit of pressure.

Although the online shopping consumers' psychological expectation of commodity quality has been raised, the recognition of the "brand name" has become more and more high.

Lemon green tea, crack, silk, silk, Justyle, Osa, Miss Morton and so on, a group of "self-made" grass roots sellers, from C to B gradually change, "evolution", not only owns their own brand culture, design team, factory and the same competitive strength as offline brands, but also understands the survival rule in the network world.

Product quality, new design speed, after sale service, corporate culture are becoming more formal and large-scale. Brand names are being well known and accepted by increasingly demanding consumers.

But compared with traditional brands, the biggest problem of these "grassroots sellers" is that many users still do not regard it as a real brand.

Some merchants admitted: "in the eyes of customers, the so-called" Amoy brand "is also labeled as" grass roots "," low price "and" stall goods ", like those of Taobao C sellers.

Therefore, once the traditional brand is added to the online price war, the brand is unable to fight.

Therefore, since 2011, Tmall is making no effort to peacefully evolve its internal business structure.

At least this gold plaque can play an important role in maintaining stability, because it gives its own brand a more high-end positioning and reputation.

At the same time, with the growing maturity of e-commerce mode, the rapid rise of network brands in Taobao and the increasingly fierce competition between shops, how to stand out in the competition, many online shopkeepers start to seek breakthroughs in business thinking.

In this way, many private brands have begun to try upward, and many online stores including spark card and Han Du house have already started deploying high-end brands to make timely adjustments to cope with brand growth and changes in consumer groups.

"Tmall will finally come back and embrace the brand."

Zhao Yingguang, CEO, said that in the long run, Amoy brands need growing environment. Once formed, they will have greater potential, while the number of traditional brands is limited.

"Like big economies, vitality comes from small businesses."

Taobao data

In February 27th, Taobao data grand ceremony announced 2011 consumption data.

By analyzing the consumption habits of online shoppers, the trend of 2012 is predicted.

Taobao data show that there are great differences between men and women in the online shopping clothes.

Taobao men's search Top10 search keywords, and

Related to 8, is the "love shoe addiction".

Women are obviously less concerned about individuals than men.

Category, ranking Top10 search keywords, can represent the trend of popular search keywords accounted for 6.

The original brand accounts for 40% market share of women's clothing, and has seized the international brand market.

In recent years, the concept of local original clothing brand has appeared in high frequency. When many people still question their commercial value, Taobao's data become the best refutation.

Women's clothing data from Taobao's Internet show that from 2009 to 2011, Taobao's own brand quickly occupied the market share. Compared to the same period in 2009 and 2011, the turnover has jumped from 13% of Taobao's total market share to 40%.

As a result, the market share of overseas brands fell sharply, down from 42% to 11%.

The personalization of original brands and the sensitivity to fashion trends have attracted more and more Taobao buyers.

Taobao data show that at present, Taobao Top10 almost all of the original brand, including the split silk, Angel City, OSA, aka, seven grid, my one percent, pink dolls and so on.

On the other hand, the form of original brand is gradually enriched, and the shops of individual designers with distinct personality are also increasing.