How To Break The Cocoon And Rebirth Of The Clothing Brand Collectively?

< p > > a href= "http://www.91se91.com/news/index_c.asp" > Amoy brand < /a > is a brand new concept based on Internet e-commerce launched by Taobao Mall (Tmall mall). It is the concept of "Tmall original brand" recommended by Tmall mall and consumers.

After years of cultivation, there are currently more successful brands of Nash, AFU, sobardia, Han Du house, rash and silk, seven grid, MRING, five seasons dream, Royal mud square, fragrant grass collection and so on.

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< p > < strong > why has the brand been shocked? < /strong > < /p >

< p > it should be said that the Amoy brand is coming along with China's e-commerce. Moreover, unlike the traditional brands on the line, the Amoy brand is entirely born on the Internet, and its logic is followed by Internet logic.

This logic relies on product personalization + Internet traffic import + price promotion. It relies entirely on Taobao ecosystem and Taobao platform. The early panning brands all rely on Taobao itself to buy Taobao direct train and other advertising diversion, providing consumers with more intimate experience and services (real-time dialogue and customer service, free return, gift) and so on, slowly affecting a group of Internet shopping crowd, so as to achieve rapid development.

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< p > and the large scale entry of traditional brands has made the Amoy brand no longer look as beautiful as before, and suffered the online counterattack of the traditional brand. The reason is that the whole ecommerce ecosystem has changed. This is like the first time many people are shopping at Taobao. They are concerned about "new, strange, special" and cheap products. But now we are paying more and more attention to the brand and the sense of quality, and the products purchased have been completely covered from daily necessities to durable consumer goods and large products. Therefore, the evolution of online shopping culture is one of the reasons that affect the development of the brand.

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"P >" in the evolution of this shopping culture, the whole Taobao platform also changes accordingly. Many traditional "a href=" "http://www.91se91.com/news/" > brand < /a > began to try electronic commerce to grasp the logic of e-commerce. Traditional brands rely on the strong brand influence built under the line to catch consumers quickly on the Tmall platform. For many consumers, because of the long history of the traditional brand and has already existed in the entity, the decision will be greatly driven by "brand influence", and the shopping path will be shortened when the consumer online shopping, and in this process, there will be many lines of loyal customers to the online consumption, and the consumer group will cover a wider range compared to the panning brand.

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< p > < strong > below is the view of super powder on this problem: < /strong > < /p >

< p > Amoy brands only exist on Taobao platform, which is a small area.

@ flying in the wind: "my understanding, brand should be known to the public.

Amoy brands only exist on the Taobao platform, which is a small area.

Small and small advantages, Amoy brands meet the characteristics of small and beautiful, and have their own living space, just like bacteria living in the world.

Bacteria can't replace elephants, and elephants will not be destroyed by bacteria.

They live and live alone. "

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< p > Amoy brand can not be limited to network platform.

@ cat and girl: "Tao brand" initially rely on network promotion, price concessions can make a brand, but with the increasing number of Amoy brands, I think that we want to allow consumers to recognize and establish a big brand, a trustworthy brand can no longer be promoted solely in the network media, but also needs to be assisted by the traditional media. This is also the reason why the advertising price of satellite TV is expensive. Consumers believe that the brand that has the strength to advertise on TV is a brand that is trustworthy and guaranteed.

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P can't be better off the line.

@ Xi Chen: if you want to subvert the line, you need to get rid of the brand definition of online Amoy brand. Under the line, the brand in the user's mind is a brand scale that reflects the cognition of online store chains, the number of employees, and the visibility of users under the age line. The online brand is based on the electricity supplier, and the knowledge of Taobao is less than that of the offline brand users.

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< p > < strong > how does the Amoy brand break the cocoon and rebirth? < /strong > /p >

< p >, which means that the brand relies on a completely closed e-commerce platform and ecology, which has broken away from the Red Sea competition in a broken market, and has already lost its blood. However, there is a certain limitation for the Amoy brand to build strong brand value and influence, and only develop on a flat platform.

What's more, the ecology of Tmall mall today is different from that of the past. In the past, for the former Taobao mall, it was necessary to foster original brands to attract consumers of the Internet. But today, the platform is developing, and the status of the brand is not as important as before. It's like Sina micro-blog first made a large number of users relying on the content of the grass root. But today, people's attention to the grass root is also declining, and Sina does not need to rely on the grass root number to win more audiences, because the content and audiences are diversified.

So when we return to the Tmall platform, the traditional brands will break through, and the marketing investment will be bigger and stronger. So the weight will naturally be enlarged. The brand has not yet reached the volume of < a href= "http://www.91se91.com" > the traditional brand < /a >, and it can not be too crazy in the marketing cost, so the weight will be reduced.

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We must not rely solely on the Internet. We must invest in the media of the entity. For example, the offline media can not be ignored. The existence of offline world can enable consumers to perceive the wider sense of existence of the brand from the psychological perspective, and not only identify themselves as an online brand. On the other hand, the brand needs more brand value and accumulation of brand assets on the Internet, such as using social media and so on to disseminate brand tonality and brand culture, rather than as a lot of Amoy brands nowadays, all are the promotion of information such as promotion and bursting. The output of branding is still an important direction for the brand to turn from "network famous brand" to "valuable brand". < p > from this point of view, to win a breakthrough, the Amoy brand must break the single line logic of the Internet, but must break through at many contact points. On the one hand, communication can not rely solely on Tmall.

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< p > < strong > breaking away from price dependence and reshaping brand value < /strong > < /p >

< p > a lot of Amoy brands have overemphasized their price advantages for a long time. Their essence conceals their brand value. Relying on the same low price and explosive competition, they can bring sales volume in the short term. They must not bring the brand value. Because when the traditional brands enter the platform, some traditional brands are lower in price. Under the same price and greater promotion, the brand gold content has become an important factor.

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< p > this is the difference between Internet online brand logic and traditional brand logic.

Online brands focus on short term bursting, and many Amoy brands themselves get venture capital. Under the promotion of capital, the growth of sales and sales is the short-term goal that the brand must accomplish. This also makes the accumulation of brand value become a problem that must be faced after stable survival.

But the traditional offline brand emphasizes steady development, that is, from the first day, we should have a clear brand direction and brand logic, and build the brand value in three dimensions.

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< p > < strong > look at the opinion of super powder: < /strong > /p >

< p > price driving brand is obvious.

@ ice freezing Gu Jingyan: "I am fond of Amoy brands, and I often visit seven a" a "href=" http://www.91se91.com "> Korean clothing house < /a > < a target=" _blank "href=" http://www.91se91.com/ "> clothes" /a ".

People feel that they will not subvert traditional brands under the line. Their online sale, such as vip.com's fiery, is enough to prove that traditional and offline brands will not wait for death.

And the offline stores become a fitting room and brand image, enabling users to have better experience. The latter is also expected to develop O2O, if the force will be strong. "

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Channel P is no longer the core, and value is the core.

@ Pian Yan: "I think the key is brand experience and added value to consumers, rather than channels.

To say that subversion is too exaggerated, offline brands will not take advantage of online channels? Do online brands need to be grounded? There may be differences between target consumers in the early stages. With the development of economy, the improvement of commercial society and the promotion of digital life, the differences between channels will be reduced, and the important thing is value.

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Below P, offline experience is also important.

@ thin horse: part of the value of the brand will be embodied in experience, shop decoration, service, psychological experience in the purchase process, etc. this part of the Internet is hard to achieve.

There is also a range of audiences for Amoy brands, where there may be restrictions.

It is mainly to choose the road development with their own practical choice.

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< p > in fact, the Amoy brand itself is a breakthrough to the traditional brand path, which is the revolution brought by the Internet.

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< p > Amoy brand is the construction of new consumption culture.

@ Zhang Xiang: personal view: the Amoy brand is a breakthrough to the traditional brand, and a complete consumption culture.

If the traditional brand takes the enterprise and its resources as the starting point, then the Amoy brand is based on consumer demand and consumer culture as well as your consumer psychology. It breaks through the law of the establishment of traditional brands.

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< p > however, the Amoy brand will eventually break through the bottleneck, but still need to return to the essence of the brand. Through a more diversified mode, it will enhance the brand premium capability and create a better innovation in the fast growing impetuous and quiet precipitation.

So, how should the Amoy brand return to the essence of the brand and how to enhance the brand premium capability? < /p >