Footwear Electronics Boss Tells You How To Do Well In Marketing Channels And Brands.

At the recent annual conference, Jingdong mall CEO Liu Qiangdong pointed out that there is no opportunity to expand the platform, but there are still many opportunities to make new brands on the e-commerce platform.

Facts have proved that making brands on the Internet is not easy.

Like a brand like fan Kai pin, the initial position is

However, the boundary is getting more and more blurred.

Now in the cold winter business, how to locate channels and brands? How to locate them? From the Third Summit Forum of e-commerce growth,

This problem is discussed in depth by entrepreneurs.

Focus one: qualifying is over.

Li Shubin: China's e-commerce industry is rather weird. It's like everyone is running, but at the beginning of the game there is a qualification competition of 100 meters.

At present, the qualifying tournament is coming to an end.

From the perspective of the whole market, basically, every big category will have one or two strong lines and relatively strong lines. For example, the Gome and Suning and Jingdong are competing against the digital home appliance field.

In the field of books, Xinhua Bookstore is offline, and online becomes Amazon and Dangdang.

There may be good shopping and excellent shopping in the shoes. Excellent purchase represents BELLE group, cable background, and good Lok is a relatively early online channel.

Wang Zhiquan: the difference between the current time point and the electricity supplier environment in previous years is too great. We were the first one to do online home appliances at that time. At that time, the average price of our guest list was 9800 yuan, and now we dare not think about it.

At that time, when we achieved the monthly sales of 18 million yuan, the market cost was also $12 million.

But now, that era is over.

Li Shubin: in the past, our investors told us that your sales exceeded two hundred million yuan, and the war ended. Last year, you said that the war over five hundred million was over. At the end of last year, the war was over one billion yuan.

But in fact, more than a hundred billion wars can not be ended.

How can it continue to develop over a long period of time?

In the past few years, all enterprises were running ill, and they ran too fast, and from zero to over billion yuan in three or four years, they ran out of a lot of problems, including the large companies running in front of them.

Now, a lot of people have run away, and the rest of the people do not have to run around again.

In addition, we all know that the current capital environment, before we can run, because people continue to give money behind, let you burn the money to give you power, but now this power is obviously insufficient, so now is the test of everyone's ability to operate.

Therefore, I believe that all e-commerce companies should not pursue the scale anymore.

Xu Lei: for electric business enterprises, there are three choices, the first is the scale, that is, the so-called growth.

The second is gross profit margin, not necessarily profitable in a certain period of time. At least, there is strength to support the enterprise to continue to do so.

The third is the structure of goods, which can not be sold well, and a pile of goods that are not worth selling can be heap up for several years.

Specifically, what to choose in a certain period of time, enterprises should make adjustments according to market changes.

For us, we will be more eager for scale and growth, which may cost more or cost more than previously anticipated.

We are more concerned about the quality of users, the quality of orders, we will not sell low-grade brands, our users have certain quality requirements and shopping ability.

Therefore, at present, we will not pursue profits, and the size of channel providers is still very important.

Profit is easy, but without a certain scale on the Internet, it is easy to surpass.

Therefore, it is more rational to have a certain profit under a moderate scale.

Lin Wei: today, China's electricity providers only solve the problem of scratch. As for the next step, I think it is impossible to surmise.

Because that requires users to help us plan, that is, users feel that when you solve the problem from scratch, how to do better and how to re integrate resources, these things are not our hands, including capital, this hand can be controlled, we can only listen to the user's choice.

Why does Tmall have so many brands and will produce a competitive brand like fan Kai pin? This is the choice of users, because Tmall or Taobao's user choice is too much trouble. There are many users who wish to be more convenient to choose the simpler brand of customers.

Therefore, we can not surmise the changes in the market as a whole. Entrepreneurs can only follow the market.

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Focus two: making brand is better than doing channel.

Xu Lei: is it a channel or a brand? What kind of products do you want to see?

Take footwear as an example. If you are a channel, you will have no advantage in the supply chain.

But from the brand point of view, it is still more difficult to make shoes as a brand.

For example, BELLE has several well-known brands in the world, and most of its retail outlets are their own, but BELLE is not going to make a new brand of women's shoes easily.

Frankly speaking, I am more admired for making shoes on the Internet. This is very difficult.

Relatively speaking, clothing is easy to operate.

Because the clothing category can be done well if it finds a unique location and handles the supply chain well.

Wang Zhiquan: the difficulty of making channels is very large at present.

Our last venture has gone through a period of rapid development. We have experienced large-scale games. We must have scale and scale without competition.

Last year, we made nearly 2 billion yuan of scale. The business model we set at that time was to make the scale first, then make the customization, and form a relatively good profit through customization.

However, the reality is that the game of scale is far from being expected, and we also find that making scale does not give us a sense of achievement. A lot of people work hard to do it. We still lose a lot of money. We haven't seen where the hope is.

Therefore, after the war of scale, we are not so interested in this way of relying solely on scale when we start our business again.

In fact, there are still many opportunities to make brand in the Internet age.

The advantage of the Internet is here, in the traditional retail industry to do brand, to some extent the data is a black box, how many products you sell out, who is buying your product is very difficult to statistics, and the e-commerce era is relatively easy, I know who is repeating buying and buying, this will help me further marketing, product optimization improvement, re integration of resources.

But the brand must be able to withstand the lonely, the time to test, the brand is not quick.

Lin Wei: the brand is equivalent to fishing. The electricity supplier sells fish. This is definitely two skills.

In fact, whether it is a channel or a brand, we must first follow the trend.

Personally, I think the opportunity to make a brand is bigger.

The reason is that the pattern of the entire Chinese electricity supplier has been formed today. The so-called carriers are Jingdong, Tmall, Tencent and so on. They are selling traffic. Today, Tmall and Jingdong have formed Matthew effect.

Why do many channels feel tired? The reason is that the cost of getting users today is much higher than before. So today, it is much harder to do this channel than to make a brand.

But once the operator's pattern is formed, the important thing is content.

At this time, the brand is equivalent to the content, so there will be more opportunities.

Li Shubin: I don't really believe that one day Jingdong will become a channel for users to buy everything.

I still feel that users may have several kinds of relatively strong channels on the Internet, such as digital or household appliances, will go to Jingdong, Suning, supermarket like shops, and so on, and clothing will only have two strong channels.

It is unlikely that one channel will be very strong.

In the United States, Amazon is a relatively comprehensive category, but from second to tenth, each is a relatively strong area. Amazon has not defeated them, but has only taken acquisitions in some areas.

So, is there any opportunity to make channels now? I don't think there will be too many opportunities for big categories, because qualifying is already over.

If you make a digital or make a big channel of shoes and books, this opportunity is almost gone.

However, there are still great opportunities for small products, such as toys, whether they are adults or children.

In addition, toys are a product that is especially suitable for social marketing.

Because the category of toys can produce emotional resonance, only the things that produce emotional resonance are easier to promote by means of social marketing.

So I feel that as long as there are characteristics, whether brand or channel, the most complete product in characteristic products, even if there are few contents, there are still great opportunities.

Li Bing: now that entrepreneurs are making channels or brands, the chances for the latter will be even greater. Because I think competition has become very intense in some relatively standardized categories. If there is no big capital and supply chain advantages, then the opportunity to enter will be very small, and in some large categories, there are at least three or four competing.

In private brand, especially in some brands that are less concentrated, there are still many opportunities.

Like men's underwear and men's socks including home textiles, I don't know which brand is good and which brand is better for me, so I think these categories are more likely.

Focus three: full network marketing network pactions

Wang Zhiquan: when we started our two business, we chose to make a home brand. When the initial category was cut, it started with bed products and towels.

The value of this product in China is about 400000000000, with about two hundred billion being exported and nearly 200 billion being domestic. The industry's sales last year were about 2 billion 600 million.

Compared with the household appliance industry, there is no brand in the industry because the industry leader accounts for about 1% of the total.

In addition, the bed product is a seemingly non-standard standard, because the bed in general is two to three sizes, and the season is not very strong.

At present, the main idea of the electricity supplier is to expand, but I believe that the current direction of making a brand should be how to make small and small. The concept is how to make a very small market very well and do very well, and then the market will become bigger.

Of course, the size and size of the market are not absolute. The most typical example is Starbucks.

30 years ago, Starbucks was a popular coffee in San Francisco Bay area Italy. It is now popular all over the world.

The same is true for e-commerce brand. If I want to be bigger today, I feel that I will encounter difficulties soon.

Lin Wei: today we make use of e-commerce to make brand, we need to pay attention to. First, what is your brand positioning, and two, what is your idea. Three, under these two prerequisites, you must match the correct products and prices.

In the field of home textiles, the opportunity lies not in fashion but in foundation.

Because we are not members of fashion clubs. Fashion club members only have big international cards. Our chance is to do well in basic things, but the quality must be better.

So, I think a core issue of brand is what your idea is and what users really need.

When you find that many brands produce a large number of fancy products every year, we choose only a few basic products when consuming, which is actually the real needs of users.

Xu Lei: the biggest reason for the problem of the former network brand is not according to the practice of the brand dealer, and the result is the channel business.

They tend to pursue scale and growth, and ignore the ability of brand building and brand premium.

Li Bing: whether brand or channel, the current very effective way is the whole network marketing.

We have a lecturer who makes the essential oil brand on Taobao, which basically monopolizes the category of essential oil. Its sales volume is second to eighth.

He loves to play games. He cites an example: if a user of online games has just entered a cyber game, he will find that there are already a lot of players in the ash class. He can't beat them every day, but if the game opens up a new district, there will be more chances to run there.

Therefore, it is a good choice whether vertical B2C or brand name should go to other channels that do not have a strong channel.

Li Shubin: to make a brand, we need to stick to our brand for a long time and constantly accumulate our reputation. The explosion point may be in the next 10 years.

As for the channel, how large is the scale at present, do not deliberately pursue the scale of the channel, or enhance their operational capability.

Whoever can not lose money can reach the profit point as early as possible so as to gain the biggest competitive advantage in the future competition.

In this regard, reducing traffic costs is also a way.

At present, we are now promoting all platforms without footwear or footwear, including Jingdong, Taobao, shop No. 1 and so on. We have advertised about 15% of the sales volume from other channels.

Xu Lei: the whole network marketing is a very good strategy. Brand dealers don't mind where to sell, as long as they can sell.

For channel operators, more than half of them are sold in their main stations, others can sell as much as possible, and achieve more cooperation.

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How much resources do you have?

This year, the day of the electric business enterprise is rather sad.

No matter whether it is a channel or a brand, in such a capital cold winter, we can not burn money to smash advertising and buy traffic as we did a year ago.

From this year's industry trend, the Matthew effect of large platforms has been formed.

The electricity supplier channel also shows some trend of integration: vertical B2C no longer sticks to its main station, but grabs traffic on other platforms with an open mind. Even listed companies such as Dangdang have opened their own stores on the Tencent platform with their own books and category advantages.

And vertical B2C such as good Lok is starting to appear on Amazon and 1 store platforms.

Brand business is speeding up the whole network marketing.

Whether Taobao grew up in the Amoy brand, independent Internet brand, or traditional brand, appeared on various open platforms.

Under the trend of open platform, this time point is precisely when every platform competes for high quality suppliers, the whole network marketing is just then.

But for the entrepreneurs who enter the field, what kind of direction should they choose? It depends not only on the overall industry trend, but also on what kind of resources they have.

For example, brewmaster net is a channel for liquor making, which is derived from the resources of the big agent under the founder's line. And the excellent purchase network is because the BELLE shoe industry is in the market.

The influence of Li.

A self-made entrepreneur, if he wants to enter the electricity supplier industry, whether he is a channel or a brand, first of all, he should choose the areas where the brand is not concentrated and the channel has not yet formed monopoly.

For example, household appliances, digital books and books obviously no longer have the opportunity, and home textiles, clothing and other brands do not concentrate on the industry, there is still room for operation; and some special subdivision category is also a good opportunity to cut in.

Because the less concentrated the upstream resources, the greater the possibility of bargaining for small and medium-sized enterprises.

However, the operation of the next electricity supplier project can not expect too much capital push, but to make use of the existing traffic resources to make a profitable business; not blindly pursue the scale, but to do a good job of user experience, enhance the user's repeat purchase rate, pay attention to the quality of operation.

Therefore, from this point of view, being a slow electricity supplier is not necessarily a good choice.