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Logical Thinking Of Online Brand

2013/7/23 20:06:00 19

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Online Brand Naughty Brand New Organization Form

A few days ago, a few days ago, the news of the death of a former partner of the Royal Bank of Dai Yuefeng pushed the CEO CEO of Yu Jiahui to the top of the storm.

As a partner of Yu Ni Fang, Dai Yuefeng encountered problems not only from his old friends but also from the outside world.

In fact, he has several Amoy brands under his control.

in the face of doubt, Dai Yuefeng declared publicly: "Amoy brands never sink, but precipitate.

Many Amoy brands have spent 35 years playing the traditional enterprise ten years and twenty years. The appropriate adjustment is the best precipitation.

Less than P, just before, the discussion on the theme of Amoy brand launched by the incident also made people start replaying the spotlight on the group of special brand merchants.

Some media found that since 2012, the traditional men's wear brands began to occupy the TOP 10 of Taobao platform trading, but the brand that had once risen with the help of the electricity supplier's dividend suddenly appeared to be defeated all over the line, and concluded the conclusion of "being squeezed by traditional enterprises" and "collectives and collectives sink down".

Less than P, however, the media's views have been unanimously opposed by mainstream brands such as Korea's clothes house, Yin man, Scotia card, and wheat bag.

Han Du Yi house CEO < a href= "http://www.91se91.com/pioneer/" > Zhao Yingguang < /a > bluntly: "if only from sales of this single indicator, (Amoy brand) may be less than some of the traditional brands, but if we do a comprehensive physical examination from the comprehensive operating indicators, the health degree may be far better."

In his view, only the brand with precise positioning and satisfying the needs of consumers can survive.

Fang Jianhua, founder of indemann, also retorted remarks about the disappearance of the Amoy brand. He wrote almost indignant: "relying on old age will eventually become a thing of the past".

in fact, since GXG was bought by Semir for 2 billion yuan, there have been many remarks against the disappearance of the brand.

For the life and death of network brand, one of the most popular reasoning logic is that Internet brands, especially the Amoy brands, start almost all through the bonus of e-commerce providers, and then develop and grow.

With the constant "electric shock" of the brand under the traditional line, the acquisition cost of the customers will increase, and the foundation for the continued development and survival of the network brand will gradually disappear.

if this inference is to observe environmental changes from a single dimension, it may not be too much.

However, when it comes to the development and maturity of Amoy brands, things may not be so simple.

obviously, to explore the future of Amoy brands, we may need a more macroscopic perspective.

"Amoy" out of the brand

the most common cognition of the outside world for Amoy brands is that they started from selling the good quality and cheap net goods at the outset, and supported the stores through various kinds of Internet marketing by virtue of high quality, good price, modest goods and excellent service.

On the surface, this development mode is basically the same as the growth of the traditional big C, but the real meaning of the brand is not here.

according to the definition of Amoy brand by Taobao official, Amoy brand is "born in Taobao mall, longer than Taobao mall, and the main sales channel is Taobao" brand.

The official definition directly reflects that the initial development of the entire Amoy brand started in the big C, because compared with more brands, the big C door can reverse the integration of production and supply chain relying on the existing user scale, which has become the first necessary condition for the brand.

According to the initial definition of the Amoy brand, the most important meaning of the word "Tao" is that it is longer than the Taobao ecosystem.

The difference between P and the brand of the early Amoy brands came from the big C. In the promotion stage of Taobao Mall (Tmall), there also appeared a number of new "brand names". They basically belonged to the brand of "Amoy" consumption.

Usually their brands belong to the newly established small and medium enterprises under the line, neither brand awareness nor wireless entity channels. Taobao online sales have become an important way for their brands to start.

no matter what type of "a href=" http://www.91se91.com/news/index_c.asp "> brand" /a ", compared with Taobao bazaar, there are certain differences in target consumer groups.

A common understanding is that businesses are basically fighting prices in the bazaar, while in the mall, they gradually tend to provide quality products, services, after-sale and brand awareness gradually formed on this basis.

this is actually the way to create the entire online brand: through product innovation, consumer experience innovation and precision marketing, the brand that is different from the traditional brand is formed.

According to this logic, online brand building belongs to the type of brand power after product force first, consumers first come into contact with products and services, and then gradually form brand effect on this basis.

the development of early Amoy brands is quite rapid, and there is hardly any competitive pressure.

Between 2008 and 2010, it is usually not difficult for an Amoy brand to support tens of millions of people with back-end support.

As one of the first brands of Amoy brands has said, in the early development of Taobao mall, although the early Amoy brands are relatively weak in terms of operational capability, product R & D capability and supply chain, as long as the product is in place and the service reaches home, it can basically get a good development.

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< --EndFragment-- > turning point appeared in 2010.

After the introduction of UNIQLO in Taobao mall in 2009, traditional brands began to enter Taobao mall.

since then, the days of brand safety have come to an end.

inventory .

in fact, for consumers, consumers do not have a clear understanding of the brand offline.

For example, GXG, though it is a brand based on offline, is basically considered to be an Amoy brand.

However, due to the huge differences in the brand building path, there is a big difference between the traditional brand and the online brand in terms of style and price.

unlike our foregoing online brand building path, the traditional brand is basically through the marketing channels such as celebrity endorsement, offline activities and so on, so that consumers can recognize the brand, and then distribute goods through the channel to the retail terminal, so that consumers can perceive the product itself.

In the same way, such logic forms brand building process with brand power and product force.

Compared with the traditional brand and online brand building path, we can see that there will be huge differences in the time between the two brands: the traditional brand relies on the media marketing to produce the brand, so it takes a short time; the online brand needs to rely on the product force to form the brand, so it needs long-term accumulation. P

In the same way, the different ways to create will also affect the type: traditional brand promotion costs a lot of audience, so the type usually tends to the basic funds, while online brand relies on object marketing, and it can be more diversified in terms of type.

now that online and offline brands create different paths, what is the so-called competition in this discussion?

basic money is a style in fashion design. Here we are going to describe that there are not many personalities on the line.

The most typical basic commodity category is men's clothing. In the 2012 Taobao men's TOP10 ranking, they were all traditional men's wear brands.

at the same time, the data of men's clothing also supported the view that the media's brand name was "occupied", but only for men's wear.

"men's wear is a relatively small type with little change."

The founder of the Amoy brand told I the Internet business reporter.

He believes that the reason why men's clothing categories change over the past few years is that "men's tonality is too single". "A year ago, the stock can be sold today."

in his opinion, the core issue of the conflict between men's traditional brand and offline brand is inventory.

in all men's clothing TOP 3 men's clothing products, due to the constraints of offline channels, there are no new products on season, and most of the supporting sales are stock items.

In fact, men's clothing such as the seven wolves, the nine herd kings, and the Li Lang all positioned the electricity supplier as an inventory channel, and combined with the original inventory digestion channel to clean up the inventory.

The corresponding online sale of men's clothing brand is basically a new product. Under the double conditions of rising production cost and weak market, it can not compete with it at all. This is not a real contest.

a basic fact is that traditional men's clothing almost sells products on a large discount basis.

This makes the whole men's clothing market of relatively simple form become a red sea of price war, and many men's clothes brand has also been pformed one after another.

Tonlion's data can be used as a reference: in 2012, the gross profit margin of Tonlion's electricity supplier reached 40%, while the electricity supplier's monthly sales volume reached 20 million, but even so, the net profit of the electricity supplier business remained negative.

In other words, the so-called traditional men's brands occupy TOP 10 is not the true sense of the strong supply chain, but the traditional brand of offline inventory.

however, even in the background of the whole men's clothing market red sea, many Amoy brands have gone out of the alternative route.

Relying on its personalized style of deep ploughing, including Hua Sheng Ji, ant tribe, AK men's clothing and a number of personalized cleaning brand have found their own room for development.

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The problem of < --EndFragment-- > > < a href= > http://www.91se91.com/news/index_c.asp > > men's wear > /a > is that individuality is not as good as women's wear. Now the men's clothing brand such as Hua Sheng Ji can also find the development path different from the traditional brand, which is the true meaning of the Internet brand.

The former founder of the men's clothing brand told I, the world's Internet business reporter. "Men's wear is just beginning to show signs. In the future, there will be more personalized needs like women's clothing. This is also the advantage area of the future brand."

new organizational form

despite the fact that many Amoy brands and traditional brands are non competitive at present, it is certain that there will be positive conflicts in some basic areas in the future, and that the conflict may be the hot supply chain and product development capability.

as mentioned before, there is a very important medium in the formation path of the Amoy brand: the early Amoy brand is a lot of online goods, and marketing itself is also dependent on the Internet.

For the development advantages of the Amoy brand, three squirrel chapter prairie has summed up: "compared with the traditional brand, the brand characteristics of the squirrel are more focused on product strength and customer experience, both of which are derived from the brand nature of the electronic commerce, and the essence is the channel of the media carrier. This channel not only realizes the sales attribute, but also realizes the propagation attribute, and the effective utilization is the integration of advantages, and the failure to use it is fatal."

however, any stepping stone may become a stumbling block.

Amoy brands attach too much importance to Internet integration. Too much reliance on front-end marketing may lead to the problem of weak control over the supply chain, which has always been criticized by consumers and commentators.

fortunately, many foresight Amoy brands have already been laid out early.

Yu Jiahui's brand has received dozens of patents, and has begun to cooperate with universities, and has made some breakthroughs in product design.

all business logic is based on enterprise architecture.

in fact, Fang Jianhua is most proud of the current team structure of the whole team. He believes that the existing structure is enough to support the needs of the competition in the future. While in the design mode, Han Du house also cancelled the traditional "order meeting" link, set up the "buy hands group" to choose the money independently, and realized the Internet based rapid response.

for traditional brands, the challenges beyond inventory are not easy to deal with. They need new organizational structure.

Wu Bofan, editor in chief of the twenty-first Century business review, believes that if the traditional brand wants to be able to occupy a place on the Internet, besides the overall application of the Internet in marketing, the most important thing is to get information related to consumers quickly and react quickly, and then have a decision-making impact on their planning, production and sales. This is not easy for traditional enterprises to adjust their structure without breaking the original business model and following the principles of Internet response.

Despite the stereotypes that traditional brand supply chains are strong, brands like strong supply chains such as Lining are facing embarrassment.

the current situation is that traditional brands rely on existing brands to influence customers to achieve sales volume, while brand names are faced with the plight of brand strength lacking enough product support.

In contrast, traditional brands and Amoy brands have their own advantages and disadvantages.

In the long run, market variables remain large.

perhaps, such as Wu Shihui of stobarca said: temporarily silence does not mean "sink down". Traditional brands and Amoy brands are still on the same starting line.

As for the result, everything is left to the time.