How Does Taobao Brand Break The Cocoon And Reborn?

Recently, there have been many discussions about "Tao brand". Some use collective "sinking" to describe the survival status of Tao brand, some say "declining", and some say "dying". The reason is that the traditional brands on Tmall are becoming more and more mainstream, especially in the field of men's wear. The traditional brands have surpassed the Taobao brand, which has triggered many guesses.

I set up an interaction with you in my account the day before yesterday. Unexpectedly, the topic of "Taobao Brand" has attracted a lot of discussion. I have received more than 50 opinions and suggestions about Taobao Brand. I would like to thank you for your active participation here.

Taobao brand is a new brand concept based on Internet e-commerce launched by Taobao Mall (Tmall Mall), and it is the concept of "original online brand jointly recommended by Tmall Mall and consumers". After years of cultivation, the more successful Taobao brands at present include Nicasou, Afu, Spotika, Handu Yishe, Lebo, Qigege, MRING, Wujimeng, Yunifang, Fangcaoji, etc.

Why is Taobao brand impacted?

It should be said that the Taobao brand has come along with China's e-commerce. What's more, different from offline traditional brands, Taobao brand is completely originated from the Internet and follows the logic of the Internet. This logic is realized by product personalization+Internet traffic introduction+price promotion, which is completely dependent on Taobao ecology and Taobao platform. Early Taobao brand, all its promotion channels are dependent on Taobao itself, purchase of Taobao direct bus and other advertising diversion, Providing more intimate experiences and services for consumers (real-time dialogue and customer service, free returns and exchanges, gifts), etc., will slowly affect a group of Internet shoppers, thus achieving rapid development.

The large-scale entry of traditional brands has made the Taobao brand no longer as popular as before, and has suffered from the online counterattack of traditional brands. The reason is that the entire e-commerce ecosystem has changed, which seems like many people were shopping on Taobao at the first time, focusing on "new, strange, special" and inexpensive products. But now people are paying more and more attention to the brand and sense of quality, The products purchased have become full coverage 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 dilemma of Taobao brand.

In the evolution of this shopping culture, the entire Taobao platform has also changed accordingly. Many traditional brands have begun to try e-commerce and slowly grasped the logic of e-commerce. Traditional brands rely on the powerful brand influence established offline to quickly capture consumers on Tmall platform. For many consumers, Because traditional brands have a long history and already exist in entities, when consumers shop online, their decisions will be greatly driven by "brand influence", and their shopping paths will be shortened. In this process, many offline loyal customers will be brought to spend online, and the consumer groups will cover a wider range than Taobao.

The following is Super Pink's view on this issue:

Taobao brand only exists on Taobao platform, which is very small@ Flying against the wind: "I understand that the brand should be known by the public. The Taobao brand only exists on the Taobao platform, which is very small. Small has small advantages. The Taobao brand conforms to the characteristics of small and beautiful, and has its own living space, just like bacteria living in the world. Bacteria can not replace elephants, and elephants will not perish because of bacteria. Their own survival in the world."

Taobao brand cannot be limited to the network platform@ Catwoman: "At the beginning, Taobao brand relied on online promotion and price concessions to create a brand. But with the increase of Taobao brand, I think that in order to get consumers to recognize and establish a big brand, trustworthy brands can no longer be simply promoted in online media, but also need to be supplemented by traditional media. This is also the reason why the price of satellite TV ads on CCTV ads is high. Consumers think they have the strength to be online Look at the brand advertising as a trustworthy and secure brand. "

Get rid of online to do better@ Xi Chen: "In order to subvert the offline brand, we need to get rid of the user's brand definition of the online brand. The offline brand has brand scale in the user's mind, which reflects the awareness of offline chain stores, number of employees, and popularity of offline users across different age groups. The online brand is based on e-commerce, and the number of users of online Taobao is less than the offline brand user profile I'm dead. "

How does Taobao brand break the cocoon and reborn?

This also shows that relying on a completely closed e-commerce platform and ecology, the brand has broken away from the Red Sea competition in a segmented market and killed its way. However, if the brand wants to build strong brand value and influence, it has certain limitations to develop on a single platform. Moreover, the ecology of Tmall today is different from that of the past. In the past, Taobao Mall needed to foster original brands to attract Internet consumers. But today, with the development of the platform, the status of Taobao brand is not as important as that of the past. It is like Sina Weibo first earned a large number of users by relying on the content of grassroots, But today, people's attention to the grass root trumpet is also declining, and Sina does not need to rely 100% on the grass root trumpet to win more audiences, because the content and audience are diversified. Then back on the Tmall platform, offline traditional brands should make breakthroughs, and their marketing investment will be greater and their strength will be stronger, so their weight will naturally be enlarged. The Taobao brand has not reached the size of traditional brands, and it is impossible to have too crazy moves in marketing costs, so its weight will be reduced.

From this perspective, in order to win a breakthrough, Taobao brand must break the single line logic of the Internet, but must break through multiple contact points. On the one hand, communication cannot simply rely on Tmall or the Internet, but must invest in physical media. For example, offline media communication cannot be ignored. The existence of the offline world cannot be ignored, Only in this way can consumers feel the existence of the brand in a wider range psychologically, not just as an online brand; On the other hand, Taobao brand also needs more ways to accumulate brand value and brand assets on the Internet, such as using social media to spread brand tonality and brand culture, rather than many Taobao brands today, which are full of promotions, blockbusters and other information, Exporting branded content is still an important direction for Taobao brand to turn from "network famous brand" to "valuable brand".

Get rid of price dependence and reshape brand value

For a long time, many Taobao brands have overemphasized their price advantage, essentially masking their brand value. They can bring sales in a short time by relying on the stereotyped competition of low prices and blockbusters, which must not bring brand value. Because after a large number of traditional brands enter the platform, some traditional brands have lower prices. Under the same price and greater promotion, The "brand gold content" has become an important factor in determining the purchase of consumers.

This is the difference between online brand logic and traditional brand logic. Online brands focus on short-term explosion, and many Taobao brands have obtained venture capital. Driven by capital, the survival and sales growth is the short-term goal that Taobao must achieve, which makes the accumulation of brand value a problem that must be faced after stable survival. However, the traditional offline brands focus on steady development, that is, from the first day, there should be a clear brand direction and brand logic to build brand value stereoscopically.

Take a look at the comments of Super Pink:

Price driven Taobao brand has obvious traces@ Freezing_ Gu Jingyan: "I like Taobao brand, and I often visit Qigege and Handu Clothes House clothes I really pay more attention to the price, and generally buy the special price goods of the event. Relatively speaking, I don't want to buy some of the original prices because I think the quality and quality of the clothes are ordinary. Personally, I don't think they will subvert traditional offline brands. Their online specials, such as Vipshop, are hot enough to prove that traditional and offline brands will not wait to die. In addition, offline stores become fitting rooms and brand images, enabling users to have a better experience. It is also expected that O2O will develop in the later period. If it works hard, it will be very strong. "

Channel is no longer the core, value is the core@ Metalith: "I think the key is the experience and added value provided by the brand for consumers, not the channel. It is too exaggerated to say that offline brands will not use online channels? Do online brands need to be grounded? Maybe there are differences between the target consumer groups of the two at the initial stage. With the development of the economy, the improvement of the commercial society and the promotion of digital life, the channel differences will decrease, which is important Or value. "

Offline experience is also important@ Thin horse: part of the value of the brand will be reflected in the experience, the decoration of the store, the service, the psychological feelings of the purchase process, etc. This part is difficult to achieve online. There is also the audience scope of Taobao brand, where the group may be located, and the restrictions. It is mainly to choose the road of development in line with your own reality.

In fact, the Taobao brand itself is a breakthrough in the traditional brand path, which is a revolution brought about by the Internet.

Taobao brand is the construction of new consumer culture@ Zhang Xiang: Personal opinion: Taobao brand is a breakthrough in the road of traditional brands and a construction of a complete consumer culture. If the traditional brand is based on the enterprise and its own resources, Taobao brand is more based on consumer demand, consumer culture and the consumer psychology you mentioned. It breaks the rule of traditional brand building.

However, in order to break through the bottleneck, Taobao brand still needs to return to the essence of the brand, improve the ability of brand premium through a more diversified model, and settle quietly in the impetuosity of rapid development in order to better innovate. So, how should Taobao brand return to the essence of the brand, and how to improve the ability of brand premium?