Fujian Province Re Launched Internet Brand Brand Frenzy

With the enhancement of brand awareness and the strength of enterprises, the network brand, which was born in the tide of electricity supplier, started a new round of "brand building campaign", which will enhance the credibility and premium ability of the brand on the Internet by declaring famous trademark and famous trademark in the province.

It is understood that the announcement from the past two years

According to the announcement of famous trademarks and famous trademarks in Quanzhou, the network brands such as thousand paper cranes and world shoe net have been successfully awarded the famous trademarks in China, and the network brands such as Phoenix clan, Hongmin, Hongtai and Qi Tong have been successfully awarded the famous trademarks.

2012, 2013, the Quanzhou economic and Trade Commission and the Quanzhou electronic commerce center jointly launched the Quanzhou Evening News Agency for two consecutive years to launch the "e-commerce action" column. Through in-depth interviews, it reported how traditional enterprises can clean up inventory through e-commerce, and the typical cases of enterprises applying E-commerce pformation and upgrading, creating an atmosphere suitable for the development of e-commerce, and the application level of e-commerce in our city has been greatly improved.

In 2014, with the opportunity to build a national electricity supplier demonstration city in Quanzhou, in order to further speed up the development of e-commerce in our city, the Municipal Economic and Trade Commission, the Quanzhou evening news agency and the city's e-commerce center continued to deepen the "e-commerce in action" column.

We should pay attention to the electricity supplier policy, the supporting service of electronic commerce, the perfection of the industrial chain, and the new direction of cross-border electricity supplier and Taiwan electricity supplier.

At the same time, we will focus on promoting the meticulous management of e-commerce enterprises, and tap the bright spots and new models, new ideas and new directions of traditional enterprises and electric business enterprises, and continue to create an environment suitable for the development of electricity suppliers and an atmosphere of public opinion.

Enhance the brand's premium capability

"The premium of offline brands can reach 5 to 10 times.

The brand is usually 3 times better.

After the successful application of the city's famous trademark last year, Qi Tong Xiang tea industry is actively declaring this year's famous trademark. Su Qing Yang, general manager, told reporters that most of the online brands still do not have the premium capability. For example, the raw material cost is also 30 yuan tea, which can sell 100 yuan on the Internet, but it can even sell 300 yuan, but the cost of online and offline has not been very different. Therefore, the network brand is facing a big problem, that is, how to enhance the brand's premium capability.

"To enhance the premium capability, we must first enhance brand awareness and have the reputation to have pricing power."

Su Qingyang said.

So since 2012, Qi Tong Xiang has set up a special brand department, and began to mold and disseminate the brand on the network platform; on the other hand, it began to refer to the brand path of traditional enterprises, and promoted the brand gold content by declaring famous trademarks and famous trademarks.

As the first network brand to win the famous trademark in Shishi, Feng family has been paying attention to the brand planning from the beginning. In addition to building the online dragon and Phoenix mall, the store under the line is also actively distributing.

"The entity store can be used as a brand image shop and an experiential shop. Compared with the network channel, the promotion function of the entity store to the brand is more direct."

Wang Feng, director of Longfeng mall, said.

In this regard, Professor Yang Shuqing of Huaqiao University said that the network

The enhancement of brand awareness is an inevitable trend. "Most small and medium enterprises in Quanzhou gradually realize the importance of brand building in the network market competition and bring them into the enterprise development plan."

Channel layout takes into account both online and offline.

Although it has not yet formally declared a well-known trademark in the city, Zhang Qiang, the director of the Internet brand green Wan Tian, has begun to make some preparations. "At present, Baidu's entry is being revised to change the brand attribute from online brand to offline brand. Although it is relying on the Internet to create brand and develop, there are already more than 10 offline stores and counters, which belong to the integration of online, offline, production and marketing enterprises.

The reason why the brand attribute is close to the line is also considered from the perspective of brand recognition.

Zhang Qiang said.

"Most of the offline brands have experienced more than a decade of development, and there are support from physical factories and offline stores. Even in the eyes of online consumers, brands with physical shop support often have more credibility. In addition, some electronic business platforms will also lower the threshold of offline brands. For example, Dangdang's tail products have no bottom sales requirements for offline brands, while online brands have guaranteed sales, and rebate networks have lower requirements for rebates on line brands.

Insiders said.

Lin Qiubo, general manager of Mai Road, said: "online brands and offline brands, though the channels of sale are different, have no essential difference in shaping brands. Therefore, most online brands still choose to adopt the traditional path of declaring famous brands, saving trademarks, and finally going to the well-known trademarks of the state, in order to get the recognition of consumers.

Online retail brands enter the promotion phase

It is understood that at present, the online retail brand of our city shows a trend of rapid development. There are many Internet sales brands, including rams' casual shoes, thousand paper cranes, men's men's clothing, green women's shoes, Naka Hiroyasu and so on.

Under the network brand integration line, the production enterprise OEM for its own production, and focus on product research and development, marketing promotion, logistics distribution and customer service.

However, after the wilderness of the network licensing period, the problem facing the network brand is how to continue and enhance the brand. Referring to the brand development path of traditional enterprises, it is inevitable to carry out the brand "reengineering". This is also the reason why many Internet brands actively declare the famous brand names and famous trademarks in the past two years.

In fact, in the ten measures to create a national e-commerce demonstration city to further accelerate the development of e-commerce, vigorously cultivating online retail brand has also been regarded as an important content.

The measures point out that we will focus on cultivating a number of online retail brands with obvious brand characteristics and fast growth.

In addition to giving financial incentives to online brands that meet annual sales standards, it will also increase credit support to online brands, and give free mortgage loans to network brand enterprises that have won famous trademarks and famous trademarks.