Shop No. 1 Has Sold Out Its Own Brand Clothes And Is In A Hurry.

As a professional manager, Yu Gang, chairman of shop No. 1, has a lot of pressure. After being acquired by WAL-MART, the global retail giant, the company has to bear some responsibility for the company's earnings report every three months.

Since it was held by WAL-MART from shop 1, it has just made two "big events". First, it formed the only deep partner with Baidu (JBP joint development plan), one was recently launched its own business. clothing Brand "BESTLUCK".

First speaking of this JBP, according to the open interpretation of both sides, shop No. 1 and Baidu will cooperate in many aspects, such as resource sharing, big data application, advertising, wireless e-commerce, marketing mode innovation and so on. We will also explore and practice many innovative cooperation modes in Baidu's product platform, pictures, post bar, mobile terminal and other user platforms. In other words, shop No. 1 is getting the chance to show off Baidu's product lines.

However, to this day, as a loyal user of Baidu, the No. 1 shop did not feel that Baidu was "draining the water Yin". Of course, we all understand that the two sides are just talking about it. How can Baidu really share the core data of the electricity supplier with the shop No. 1? The data, to a large extent, is a layer of window paper. Once it is broken, it will be worthless. Fortunately, No. 1 shop did not take this too seriously. Anyway, this cooperation is also "pay by effect". If the effect is not good, it will pay less.

The key lies in second things. That is, shop 1 launched its own business recently. Brand clothing In addition, it also said that other products of its own brand will also be launched in the future.

If the previous shop is still somewhat competitive for Jingdong, Yi Xun, Dangdang and so on, then from the 1st Shop launches its own brand clothing, the strategic thinking has been declared defeated.

Why? Based on the platform electricity supplier, the brand influence of the top Tmall, Jingdong, Suning and Gome is a thousand times stronger than that of the first store. However, up to now, most of these electronic commerce chiefs have tried some customized products, but never produced cat clothing, Jingdong mobile phones and Suning color TV sets. Is Ma Yun, Liu Qiangdong and Zhang Jindong less ambitious than before? Because what a company can do is determined by its genes. Suning and Gome sold so many years of electrical appliances that they never thought of setting up a Suning card or Gome card.

These genes are not self-contained brands in pure enterprises. As a shop selling groceries, food and appliances, the brand's genes and depth are even more chaotic and thin. Shop No. 1 clothes What can users associate with it? Is it a staff dress in WAL-MART supermarket?

Of course, everyone knows that the profits of private brands are high. But this is also a beautiful trap. Electric business people are not trapped. Dangdang and all customers have launched their own brand products, but they are all thunder and heavy rain. Dangdang has rarely mentioned this again. And as a vertical electricity supplier, only this road is still going on.

With these two forerunners as a reference, where can Li Guoqing be lucky?

Step by step, even if everyone's own brand can ultimately be foothold, the first store's own brand clothing is also difficult to follow. Because, after all, the brand association of all customers is a clothing enterprise, and the brand of shop No.1 is no more Lenovo, it is also an online supermarket, OEM vest, socks and so on, and it is estimated that it can still be sold out.