This Year, After 11, There Is No Brand Name.

One, cherish life, stay away from the electricity supplier.

"Cherish life and stay away from the electricity supplier". It is said that 1 years after leaving Beijing to start a business, online shopping is basically in Jingdong. The main reason is just one of the 3 prophecies in 2012 and my friends in circles. "The only opportunity for Jingdong to catch up with Taobao is net letter."

Of course, at that time, it was not very familiar with Internet finance, but felt that the future electricity supplier should be "first use later pay" business.

The second prediction is "the future electricity supplier is Tencent, Ali, Jingdong three points."

As a result, Tencent shares Jingdong and Jingdong pushes IOUs. Now I am optimistic about Tencent in the future. I think that it is only a matter of time before it exceeds Ali.

The last prediction can only be said to follow the trend of judgement, "the brand must die".

Many people saw this after 2011, and the acceleration of this process is "double 11".

At the very beginning, the tacit understanding of the network business circle lies in the words "promotion injury brand", "discount and grade reduction", and Taobao's sales volume is not enough to attract big brands to enter.

Amoy brands, flexibility, price advantage, so that we can develop.

Later, the double 11 became bigger, and it could be said that Taobao's "no discount, no sales" property was infinitely increased, resulting in even if not double 11 period, it is also 50 percent off activity, half price is activity entry threshold.

The same is the discount, Amoy brand is "discount price", the traditional brand is "price discount", appears more sincere, consumers take advantage of more.

Of course, another reason for the acceleration of the brand's downfall is the rise of the "professional manager". The genetic theory behind the market is professional managers' defection. "I do the brand myself, but I don't want you to go to the traditional brand."

The bigger the three, the bigger the 11, the faster the brand will die.

At the same time, 11 of the annual sales volume and category ranking are the most worrying ones. In fact, the proportion of Amoy brands in this area is as if there is still a place for the Amoy brands in the double 11 sales rankings, and the brand can still linger for a year.

But behind the double 11 sales is the preparation period of 1-3 months, the aggregation of sales over half a month and the sales turnover of 9 small and medium-sized sellers. Therefore, the larger the double 11 sales, the faster the Amoy brand dies, even if it occupies half of the rankings.

Compared to the annual sales of Taobao and Tmall 1 trillion and 500 billion, double 11 can be controlled by Ali, no matter how much they sell.

(in 2013, retail sales of Ali were about 15000 billion /365*15=600, and sales of double 11 in 2013 were 35 billion!

Four, No.

Doing activities, simple and crude is always better than creative effect. If we say that in the past 11 or two alibabes still stay on the basis of "how to deliver red packets and how to get half price".

This year, with a large number of brands entering and paying attention to the electricity supplier channel, Ali has finally launched a celebrity endorsement campaign, whether it is a main venue or a category sub venue.

This is also a sign that Ali is breaking up with the brand completely.

Looking at the double 11 venue this year, we can see only a few 10 Amoy brands in the unconspicuous position. The ladies' category can see the Korean home in the lower position (Gianna Jun endorsement), and aka can only be found in the corner.

Men's clothing category, or can only rely on the next to see AMH (ANN Chan Yin endorsement, listed in 2012 Han Du Zi brand, if it is not written under the trademark, Han do not know.

Cosmetics category is relatively good, found that there are 3 well-known brand of Amoy brands, and Yu Mu Fang, membrane law family and AFU respectively invited (Wang Fengzhu, Jin Shazhu, William Chan), but unfortunately, even if the imperial court has Wang Feng endorsement, it can not get to the front row.

As for household appliances, cars and other categories, we can only breathe.

Five, small is neither beautiful, the network brand structure needs to be bigger.

When I write here, I suddenly think of the word "small and beautiful" which is not so popular. Now people are talking less. It is because we find that in the "Ali ecosystem", "beauty is not enough".

Of course, small and beautiful and viscosity hook, in the "small category" and "independent personality" brand, there is still a certain market, but also make some physical money?

If the Amoy brand is dead and alive, if you don't learn a few brands such as Korea and Korea in the past two years, the marketing route to return to traditional brands will also disappear in the development of Ali.

However, despite the death of the Amoy brand, the network brand still has the opportunity. The whole network channel has slowly broken the situation of Ali's dominance, but the brand name of the brand has been learned. After that, the brand of the Internet will be respected and cherished without any opportunities to expand.

Six, the traditional brand touches the net quickly, the network brand needs to fall.

Products, channels, marketing, the development of any brand can not be separated from these three.

Compared with traditional brands, the brand of products and channels has always been at a disadvantage, and only by marketing can they break away from tight encirclement.

The main function of offline brand impact network is to make full use of sales channels. Because of the already sound process problems, from the "plan" to "budget" to "execution", the marketing needs a long period of time. This is also the reason why other Internet giants are frequently frustrated in the field of electronic commerce, and is also the essence of the "gene theory" issue that is highly respected in the industry.

Therefore, whether it is a local brand or a new Internet brand, only relying on the "fast marketing" break, can we grasp the initiative and really get out of the difficult position.

Offline brand touches, online

It's also time to fall behind! Korean brands such as AFU's essential oil and so on are not mentioning a few brands that have been paving the way online. In 2013, the first "cloud" conference of double 11 women's wear Top1 "Yin man" recently attracted extensive attention. The first nut supplier "new farm elder brother" was also playing cards under the double 11 game this year. The 1111 farmers were invited to sell 1 yuan for the sale of nearly 1 people, and the advertisement of "grass and heart" on the Wall Street Journal of the United States was "imported from Hangzhou", even if the colleagues had to make some praise.

Double 11 is the double 11 of the whole brand. Although the brand is born, it has to work hard for itself. Only the brand itself can compete with the traditional brand and the pattern becomes bigger.