Taobao Builds Tone, Platform Design, Elite Brand New Discoveries

< p > Taobao's ecological development needs more diverse species to undertake the multi-dimensional needs of consumers today.

The backstage data of Taobao show that the growth rate of online shopping is slowing down, and they are pursuing the high quality experience brought by the brand.

In fact, Taobao is famous for its independent "a target=" _blank "href=" http://www.91se91.com/ "designer" /a "brand, and there is no lack of original brand created at the beginning. So now Taobao has built up the platform of" tone ", which includes these designer brands to better match the needs of consumers.

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There are three main types of shops in P: the independent designer brand, the brand collection shop and the original designer brand.

These shops are scattered in different parts of China. Although their styles are different, the idea of making a brand is almost the same: to do what you like, < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a >, do not want to think too much about the outside world.

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< p > nowadays, Chinese businessmen always try to make a brand in 35 years, but often haste less.

Big names abroad can be influenced by the efforts of generations. They can lead the trend of a generation or develop a style, often seeking their gods instead of their form.

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< p > ten years, trees and trees, and the road of brand needs to endure loneliness.

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< p > China has thousands of silent and nameless designers. They either suffer from no channels or suffer from lack of bosom friends, whose talents are suppressed by reality.

If the emergence of Taobao gave them a platform, then the emergence of accent is undoubtedly a path.

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More and more shops with distinctive features have emerged since P has been smaller and more beautiful since Taobao.

Compared to B2C mode, the advantage of Taobao mode is that it has the soil of natural incubation of creative products.

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< p > the driving force behind this change comes from the change of consumers' online shopping habits. Besides cheap goods, consumers begin to pursue spiritual needs.

They solve the purchase of necessities on the Internet platform, and hope to meet more personalized needs.

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< p > "tone" was born.

At present, Taobao's home page has "love tone" channel.

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< p > < strong > what is "tone" < /strong > < /p >.

< p > tone is a commonly used word of Shanghai people, meaning a little like the northerners like to say "fan Er", but the tone is more meaningful, which can be extended to describe a person's character, style, taste and so on.

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< p > to describe a product is a burst, then it is undoubtedly a very high volume of sales; if a product is being promoted, then it must be low price.

These flat descriptions will only remind you of a certain trait of the product.

But "tone" is a very three-dimensional description, it is a feeling for consumers, rather than a qualitative.

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Nowadays, there are more and more products on Taobao. How to improve the matching efficiency between consumers and products is a problem that needs to be solved on the platform of the Taobao.

Xiao Liang snow, who is responsible for the tone, told reporters that according to the backstage data, the number of consumers and shoppers who are 25~35 years old in Taobao is decreasing year by year.

This means that Taobao has not satisfied the needs of these people for the time being.

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< p > these people have stronger consuming ability, so the quality requirements of the products are higher. If Taobao can't meet their needs, they can pfer to other network platforms or to the shopping mall under the regression line.

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Besides P, the new 90's have become the main force of shopping. They have more discerning eyes and more diversified interpretation of fashion.

Their demands require a group of sellers who are also full of personality.

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< p > before that, quite a lot of vertical websites began to attach importance to this creative industry, such as warm Island, peppermint, glutinous rice and scallion. They gathered a large number of design products and attracted many young consumers.

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< p > and there are a lot of designer brands scattered on Taobao. Many consumers lack the channels to find them. However, the combination of these brands can not only satisfy the diverse needs of consumers, but also achieve their pursuit of quality.

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< p > < strong > whose tone is < /strong > < /p >.

There is no shortage of original brands in the group of sellers who have a large base on Taobao P.

The two or three things, ears and other brands will be hatched in Taobao.

They all started selling products in Taobao with an attitude of trial, and those products with strong style could also find admirers, and the demand was bigger and bigger.

Such examples are numerous.

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< p > China has tens of thousands of design majors graduating from universities every year, but few of them really walk on the road of design. The big manufacturing countries are embarrassed by brand anxiety.

The soil that hatches China's original brand is gradually pferred to the Internet. The appearance of Amoy brand has found a cost-effective way to start a business.

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< p > as we all know, brands can get more premium, but in recent years, price wars often cause businesses to fall into a vicious circle of profits and sales.

To jump out of this strange circle, we should reduce the price sensitivity of consumers.

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< p > the accent in the testing phase is compared with the channels such as global purchase, women's wear and men's wear. The age of the buyer is higher than that of any other channel. The crowd over 25 years old accounts for 59%, and the customer price and the buyer's star are lower than that of the global ones, which are higher than other channels.

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< p > this indicates that mature consumers are more inclined to consider whether to buy goods from the dimensions of quality and brand, and price is not the main factor to impress them.

This is also a good sign for designers. Their creativity can be realized through online shopping, and their brands can get more premium space on Taobao.

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The building of the P platform is also aimed at opening up new market space for entrepreneurs who intend to enter Taobao, allowing them to enter with differentiated positioning, avoiding competition in the Red Sea, and providing product diversity for Taobao to replenish new organisms.

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< p > < strong > what tone is less than /strong > /p >

< p > clear snow, frankly speaking, once the tone platform is launched, designers sign up very enthusiastically.

But how to define whether a brand has a tone is a difficult problem.

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< p > the first phase of manual audit, there are now about 200 shops entering the tone channel.

However, according to incomplete statistics, there are as many as three or four stores with original characteristics on Taobao, and the establishment of a more perfect mechanism of admittance and clearance is the key to keeping the tone alive.

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< p > "the categories currently used for tone coverage are women's wear, men's wear, accessories and home furnishing.

There are three main types of shops: independent designer brand, brand collection shop and original designer brand.

Sunny Snow told reporters about the current state of accent.

Men's and women's clothing is the big head of Taobao dishes, and accessories, home and other categories are also very suitable for designing talent display.

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< p > independent designer has a higher brand threshold, most of which are well-known brands under the line, such as Liu Qingyang's Chictopia and Huang's BABYGHOST.

Brand collection stores are more like buyers' shops, usually operated by third parties, such as fetish, visual China, etc.

The original designer brand is the designer brand incubated in Taobao. Two or three things and ears are the typical original brands.

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< p > Taobao has strict auditing on the first batch of accented shops, requiring shops to focus on brand management and pay attention to the long tail market, with unique tonality, and the average unit price is no less than 100 yuan.

These requirements objectively shielded most ordinary sellers.

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In the second phase of the P, Taobao will introduce the public appraisal link, enriching the species of the tone platform through the joint assessment of platform 2, benchmarking sellers and senior buyers. This co construction mode can mobilize the recognition of the market.

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P also points out that for the original brand, accent attaches great importance to the role of the founder in this brand. "He must be the actual master of the brand".

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< p > < strong > the presentation of the tone < /strong > < /p >.

< p > > collection a href= "http://sjfzxm.com/news/index_c.asp" > Taobao < /a > high quality seller's tone platform, naturally has its promotion advantages.

In addition to vertical channel display, it will also cross with many platforms, such as Amoy baby, backyard and so on.

These platforms can bridge the communication between designers and consumers, thereby enhancing the stickiness of consumers and expanding the influence of platforms.

The tone also plays an exclusive limit concept. Choosing a product of a brand as an exclusive item is usually sold for only one day, and the quantity is minimal.

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< p > generally speaking, the designer's idea will exceed the acceptance scope of ordinary consumers, so the designer market has a process of nurturing consumers.

Therefore, the designer's column is on the page of the accent to enhance the consumer's cognition of the brand and help them understand each other better.

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< p > during the interview of two or three events and ears, the founders of both shops said that as a designer brand, their conversion rate was lower than that of the whole market, and in addition to slowly accumulating old customers, it was extremely difficult to obtain new users through non depreciating marketing methods.

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< p > in fact, most brands that cut into small consumer groups face such problems. They are not suitable for large-scale advertising, but they need enough consumers to support a brand to survive and maintain their creativity.

Therefore, sunny snow also indicated that at present the accent will pay attention to its tonality and mode, only by improving the matching efficiency between businesses, can it be more meaningful to talk about pactions.

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< p > designers have long existed, and the tone platform is just beginning.

It is the buyer's demand that drives this change, and ultimately it depends on the buyer's "pay check" to check the real strength of the designer.

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