Tide Brand Personality Design Is Hard To Accept

If we ask what will be contributed to Chinese clothing in the past November, we will have to say that another round of sales myth created by this year's 11 pairs of electricity suppliers jointly confirmed that only the group of Ali group confirmed in the early morning of November 12th, the total sales volume of Alipay at 11. 11 shopping Carnival reached 19 billion 100 million yuan, which was 3 times more than that of last year. Tmall reached 13 billion 200 million yuan, while Taobao completed 5 billion 900 million yuan, of which the clothing category contributed a lot.

Not a few years ago.

E-business, which is brand in mind, has now become an important sales channel for all clothing brands. The rise of B2C websites has created various sales platforms, creating brands, eliminating inventories, expanding channels, and increasing sales volume.

No matter what brand owners or clothing practitioners have in mind, it is a big market for clothing companies to compete with others.

"In 2007, many people had predicted that the total volume of Internet pactions would exceed one trillion yuan by 2015, but did not expect this goal to be completed in 3 years ahead of schedule.

E-commerce can not be underestimated. "

Yao Bin, editor in chief of Taobao magazine's "seller", has studied electronic commerce data for many years. He said that the survival of the fittest in e-commerce is very obvious now. All clothing brands are seeking survival stage at the early stage of entering e-commerce platform, that is, to accumulate customers' sources diligently. Secondly, to keep customers and improve repeat purchase rate; finally, if these brands are really lucky enough to develop well, they can conduct group operation.

Compared with the popular clothing brand, the consumer group is more small.

If you want to enter e-commerce, you need to pay more efforts than other brands.

"Tide card is not easy to do in e-commerce. Many people who do not study deeply may think that tide cards can do well in e-commerce, but now the competitive advantage of ordinary funds has become weaker and weaker on e-commerce platform."

Yao Bin once made up the relevant data of Taobao's sales in the past two years, and found that many tide cards were not ideal.

"Assuming that there are only 100 clothing brands on Taobao, most of them are popular brands, and the remaining 10 are designer brands. Maybe only 1 are brand names. This leads to the more difficult development of brand development than designer brand, because it is more niche.

So a tide card needs to be done, and the early stage pays more than the ordinary brand.

When asked whether the respondents had bought the tide brand clothing online, only 37.5% of the consumers said they had bought it, while the remaining 62.5% said they never bought it. Most of the consumers who did not buy the tide brand were young women. They said that the tide brand clothing did not suit their dressing style, so they would not buy it online, while other unbought consumers also indicated that the tide brand and casual wear looked similar, but the price of the tide card was several times higher than that of the casual wear. After comparison, they would still buy more casual clothes.

Tide cards attract many consumers because of their distinct design culture ideas, but these ideas are not apparent in the minds of Chinese consumers.

Especially consumers who choose online shopping, they may not understand the connotation of tide cards, so most of them are attracted by the price and appearance.

When asked about the usual age group of consumers who wore the tide card, 46.88% of respondents said that 20 year old ~30 year old consumers were more suitable to wear tide cards; 18.75% of respondents said that 15 years old ~20 years old were more suitable; 21.94% of respondents said that as long as there was a young heart, no matter how old they were, and 12.43% of respondents said that older people prefer to wear damp cards.

When the survey is compared with offline channels, what factors should be paid attention to when tide brand shop is the most important factor, 31.26% of respondents said that price discount was very important; 21.87% of respondents said that style design was very important; 18.75% of respondents said brand culture was very important to tide brand; 15.63% of respondents said that online shop style was the most important factor for online brand clothing; 12.49% of respondents said that after-sales service is the most important factor to pay attention to online brand.

Obviously, online sales still win at a price. This is also a lot of bruising, and its higher price makes it difficult for many online shopping consumers to accept.

Finally, compared with other online sales brands, where the biggest characteristic of Chao brand is, 37.48% of respondents said that the avant-garde design style is the most distinctive feature of Chao brand; 25.01% of respondents said that many tide brands were still the biggest bright spot even if they were not recognized. 21.88% of the respondents said that Chao brand insisted on the unique cultural concept of the brand. 15.63% of the respondents said that although the consumption of the audience was single, the high rate of repeat purchase was an important part of its development.

It is easy to see from the survey data that the "personality" of tide brand is a little difficult to accept.

"Tide designer" has more personality than the general designer. Many people tend to integrate their favorite cultural ideas into the design without seeing the recognition of the society.

Online stores, links are also very important, and many of the shop chains in many of the relevant links are not, so seemingly stubborn tide designer, it is a little difficult for them to integrate into the business of clothing.

This analysis of the characteristics of domestic designers.

In the eyes of many e-commerce experts, it is most unnecessary to stick to their stubbornness in the field of e-commerce.

Many brands are worried about channel problems when they expand online, but there is no need to worry about e-commerce platforms, because all brands are reopened, which is compared with price, design, after sale and speed.

Therefore, most clothing brands regard online stores as a channel to clean up inventory, which is much cheaper than offline.

Some tide shops still insist on their ideas and prices. In this low price and discount platform, such insistence does not take any advantage.

So it seems that there is not much advantage in the e-commerce platform. In the future, there is still a long way to go if we want to develop the online channel well.

In Yao Bin's opinion, tide brands should be developed online, or they should be aware of their real market.

"Before, Taobao specially opened the tide brand channel, at that time also entered some tide card, Taobao also specially helped them to do operational training, to give them support, but later some tide card still can not go down.

I think the tide brand clothing can be combined with other brands, because there are many sellers doing well on the Internet, studying the marketing characteristics of e-business very well, and collaborate with them, and good products will soon be released.

Some people say that a shop on the Internet is representative of a type, each shop has its own style and culture, and is relatively new. If you want to reclaim the already mature soil, you should lower your status, learn from those successful online shops, and absorb other essence while adhering to yourself. This tide card may not become the mainstream in the future.