Amoy Brand Collective Sink And Traditional Brand Launches PK War

< p > a while ago, Tencent science and technology made a special topic: "panning brand collectively sink: being squeezed by traditional enterprises".

The article said, "the brand has already encountered the development of the ceiling, is immersed in the collective sink."

The next step is unknown.

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The voice of < p > > a href= "http://www.91se91.com/news/index_c.asp" > Amoy brand < /a > has always existed. For example, traffic is becoming more and more expensive, and Tmall no longer supports policies.

There are thousands of reasons.

For these reasons, I do not contradict each other.

Just want to take a case of Amoy brand to illustrate, make nuts nuts brand: three squirrels.

In the second half of 2012, three squirrels were launched, and sales for about 60000000 yuan were made in half a year.

According to Zhang Liaoyuan, three squirrels were sold for about 70000000 yuan in the first half of 2013.

The number of growth rate, interested friends can take a calculator to calculate.

How do we explain the growth of three squirrels? How do we explain the growth of these squirrels? < /p >

< p > the main voice of this brand is a href= "http://www.91se91.com/news/index_c.asp" > clothing industry < /a >: what is the big leap of wheat bag, the ceiling of Korean clothes house?

The question is: what industry can keep high growth? Even if a company really has a big leap forward, it can explain that there are problems in the industry. Initially, Taobao was supporting some Amoy brands, but I think it was more like a bonus for the industry.

"The draught is coming, the pigs can go to heaven". Now it's just a return to normality. As for Tmall's partiality to traditional brands, this is even more absurd.

At present, Tmall is equally committed to all brands in policy, which is the normal business atmosphere.

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< p > Amoy brand is a small and beautiful business in the final analysis.

It is biased to say that we are sinking down. I think it is a normal shock of the industry.

There are several suggestions for Amoy brands: < /p >

< p > < strong > 1, paying attention to the retention rate of customers.

< /strong > < /p >.

< p > the price of Taobao through train is really expensive for the means of promotion.

But this is not the reason why they can't make a good brand.

On the other hand, why is the price of a through train going up? Demand is increasing, why is it expensive and businesses need to spend money? Because their conversion rate is not up to date, it can only be driven by browsing volume.

The brand that pays too much attention to the external flow must not be a successful brand.

E-commerce seems to be a flow of business, but it is essentially a store.

You do a good job of the store, can form a user sticky, your product is good, let users remember you, form a repeat purchase, this is the true meaning! < /p >

< p > every day, spending your mind on traffic shows that your product is not competitive enough.

We need to see the conversion rate, and we should look at the retention rate of customers and the rate of repeat purchase.

Only in this way can we achieve lasting results.

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< p > < strong > 2, do through, do fine, make characteristics.

< /strong > < /p >.

< p > the so-called brand name is first brand.

Brand means flavor and temperament, and has its own unique positioning.

You can't do anything.

Three squirrels can sell cashew nuts and sell tea, but selling socks is illogical.

After positioning, we need to deepen the category.

< a href= "http://www.91se91.com/news/index_c.asp" > Korean clothing house < /a >, we must constantly update the style of Korean wave.

There is a new style that consumers can buy at the first time.

For the three squirrels, since nuts are positioned, then they can not only sell walnuts, but also sell cashew nuts, melon seeds and so on.

As long as consumers want to buy Nuts, they can buy them in three squirrels.

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< p > to make the product fine and thorough to satisfy consumers' one-stop shopping.

Only by distinguishing features can we be remembered by consumers.

Let consumers remember that traffic can form natural growth.

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< p > < strong > 3, returning to the essence of business.

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< p > for the Amoy brand, definitely can not refer to Jingdong, Yi Xun this platform e-commerce game.

Because private brand is more like "small and beautiful", what you do is always facing only one class of people, while the platform B2C sells standard products, and it is a long tail business.

For example, selling Apple phones, men can buy, women buy.

While the Korean clothing house sells clothes, it can only be sold to women, and it is a girl who likes Korean.

Amoy brands and platform B2C are two very different logics.

In terms of profit pattern, it is also different.

Platform B2C is based on scale profit, and the brand is more "light". Taking three squirrels as an example, there is no need to build dozens of warehouses in the country like Jingdong or suning.com, and do not need to build distribution teams themselves.

What really needs control is upstream processing and production, and inventory turnover.

This is similar to the clothing brand.

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What P wants to do is to identify its target customers and serve them well.

Goals are always just a kind of people.

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< p > < strong > > < /strong > < /p >.

< p > there is no once and for all mode and business.

At any time, enterprises are always on thin ice.

The era of electricity supplier dividends has gradually receded, but it does not mean that there is no opportunity.

In the future, there will also be a distinctive brand of the Internet, whether it is clothing or other non-standard products.

But it is definitely not who will play the through train, but the fine operation.

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< p > some time ago, I saw the article saying, "why is the electricity supplier becoming more and more difficult?"

It's not that electricity providers are getting more and more difficult to do, but what you do, how you do and what people are doing.

"There is no sunset industry, only the sunset thinking."

Finally, I want to say: Amoy brand is not dead, but competition is more intense.

Optimistic people see opportunities, pessimists see crises.

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