Shop No. 1 Clothing Brand Name Empty Fashion Road Will Not Be Too Smooth.

The shop No. 1, based on the image of online supermarket, will launch its own brand on the 20 th of this month. Fan Ke Cheng pin After that, another electronic commerce platform should build its own brand. "We are going to use the OEM production mode to control the cost and quality of the brand," said Tong Yue Ming, senior merchandise director of No. 1 shop responsible for the brand new brand "BESTLUCK". "At the beginning of the launch, it will involve 500 SKU (stock units)." according to the about 30000000 brands of clothing brand owned by shop No. 1,

The launch of its own clothing brand seems to be the usual practice of many e-commerce platforms. Wide construction channels, expand the platform, and then mature brand. There are fast customers. Fashion brand After that, Dangdang owned its own brand "BondStreet". But people's association with shop No. 1 is more of an online supermarket. It should enter the fashion field and do its own clothing brand. This road should not be too smooth.

In this regard, Tong Ju Ming said, "the cultivation cycle of a garment brand next to the next line will take about 5-8 years, while online is shorter, but it will take more than 3 years. In the early days of brand development, we hope that the brand will grow and develop in a completely healthy business mode. Moreover, in the past two years, the apparel industry is facing high inventory and product quality disturbances. It is hard to say that the new "little brother" will not be encountered in shop No. 1, but with data backstage analysis and professional team support, it is believed that such a problem will not be so serious even if it happens.

But reality is not as good as imagined.

Dangdang launched the "BondStreet" private brand due to high logistics costs and new Brand promotion The cost has become "unbearable"; although the customers are already famous, they have not yet made profits.

As a matter of fact, though the product mode of every customer's own brand has not brought instant profits to customers, it has brought three benefits to customers. First, it enables all customers to have full initiative in commodity pricing policy, and price policy has long been proved to be one of the most effective means of network marketing. Two, customers can freely control the quality of commodities and facilitate the establishment and maintenance of the brand image of customers. Three, the brand built up by customers gradually is a comprehensive brand that integrates channel brand, product brand and enterprise brand. Once it forms a certain scale and enough brand influence, customers can rapidly extend along the industrial chain horizontally and vertically with the brand advantage, such as the opening of customer service entities, such as the development of high terminal brand merchandise, and entering into sales through traditional channels.

In this regard, the founder of VIC believes that making platforms will lead to severe homogenization competition. Although there are various difficulties and challenges in making independent clothing brands, it is necessary to build their own brands. The advantages of independent brands are mainly reflected in having enough room for maneuver. This room for maneuver enables us to stick to our posts in the short time of market confusion.