After The Amoy Brand Survival Era: In Addition To The Net Red Business, What Should We Do?

It seems to be falling into a collective sink.

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A few brands, such as new Nong Ge, and so on, continue to move forward.

Nowadays, the electricity supplier is a traditional industry. The brands that have grown up on the basis of Taobao mall have staged their own rise and fall, breaking the silk and merging the city of angels, and buying Semir GXG for 2 billion yuan.

Amoy brands seem to be falling into a collective sink. Only a few brands such as Han Du house, rink, new Nong Ge, and kerrill are still moving forward.

It is undeniable that Amoy brand is the product of Taobao's traffic dividend. But when the dividend is lost, micro businesses, cross-border electric providers, rural electric providers, and network electric providers will continue to follow the new ecosystem. How can Amoy brands cross the so-called "life and death line" in this shock and shuffle, and how can they be reborn?

The Amoy brand is standing at the crossroads.

Amoy brands refer to those young brands born on the Tmall platform. We also have more or less contact with those who are outstanding in every subdivision, such as:

Call me mainstream, I am OSA, white collar fashion guide.

Call me cotton leprosy. I am a man, a cotton and linen artist.

Call me pure nature. I am a grass herb.

Call me a holiday wind. I'm a good life.

Call me nuts. I'm new Nong, nuts. I want new farm brother.

A large number of Amoy brands completed the primitive accumulation of wealth at this stage, but when the Amoy brand was officially renamed Tmall original, when Taobao mall changed its name to Tmall, a large number of traditional offline brands poured in, Tmall flow resources tilted to the big brands, and the brands began to encounter double extrusion of brand and traffic.

Take Tmall's "double eleven" dress ranking data in recent years to see: in 2013, Tmall women's clothing, the traditional brand and brand sales accounted for 5 of the top 10.

In 2014, UNIQLO ranked second only to Han dresses in second of the women's garments, while the traditional brands occupied 3 places in the top six, while the traditional brands in men's clothing were "unified".

In 2015, UNIQLO became the Grand Slam of dress category, and the top five of the women's wear only left a Korean brand.

Even among the top 20 of Tmall's single store sales, only Lin's wood industry and Han Du clothes house are brand names, and UNIQLO, Haier, GREE, JACK&JONES, Semir and other traditional brands have overwhelming advantages.

This is because more and more traditional enterprises gradually change their thinking and learn the operation rules of Amoy brands. Amazon, Gome, Dangdang and other electric business enterprises are also in Tmall. They have a strong flow rush to seize the impulse and ability, and Tmall traffic growth has slowed down and began to tilt to them.

On the other hand, the early Amoy brands still stay in the "cheap" stage, the supply chain ability is weak, the product homogenization is serious, and no brand planning, when the traffic dividend disappeared, the short board was exposed.

More importantly, the online shopping mode of consumers has changed: from the original price sensitivity to time sensitive; gradually abandoning the high cost performance and the pursuit of higher quality; fashion and health has become a new consumer driving force; with the improvement of the spirit and ideology, more and more people are willing to pay for good content and so on, which has spawned a new mode of electricity supplier, such as cross-border e-commerce, network and so on.

At the same time, the seller and the people began to emphasize the output of values, and the craftsmanship mode of pursuing high quality and extreme performance began to be called out.

Amoy brand is undoubtedly facing unprecedented crisis. This group of Phoenix needs to rebirth and rebuild its brand value.

Electronic commerce network redness, Amoy brands should know these.

Although they do not believe "standing in the draught, pigs can fly", but if they can enjoy the bonus, the development of the brand will get twice the result with half the effort.

If the brand is becoming increasingly personified, the net red economy is flourish, and the brand that can make full use of the fragmentation time and influence the customers is easier to stand out. Therefore, the brand name first needs to "kidnap" net red to realize the personalization of the brand and try the corporate media.

This is no longer a passive adaptation to the socialization of electronic business. Instead, it should take the initiative to embrace the red internet business, and give full play to its advantages of low cost and strong liquidity to achieve a leap from 0 to 1.

About the net red electricity supplier, the Amoy brand must understand at least these.

1, recognizing the essence of net red phenomenon is the centralization of fans' economic individuals. The advantage lies in the conversion rate of fans. The rise of net red is in line with the psychology of netizens' aesthetics, ugliness, entertainment, excitement, peeping, imaginary and spectators.

However, the premise of net red business is still industrialization and industrialization operation. Not all industries need to be redacted. The categories of clothing, tourism, cosmetics, cosmetics, mother and baby products are more worthwhile to try to make use of net red.

2, not only sweet and white, melon seeds face, big long legs is net red, cats, dogs, dolls, business leaders can become net red, Ma Yun and Liu Qiangdong are also using personal charm to endorse for enterprises.

However, the redevelopment of the electricity supplier network still needs a solid supply chain base, and the supply chain should be coordinated with the commodity planning and marketing planning. The net red is even the front part of the supply chain. The Amoy brand needs not only to keep looking for the right network red, but also to continue to help its packaging and absorbing powder, and continue to focus on the stickiness and liquidity of the fans.

3, details decide success or failure. There are some small things to note.

For example, content updates are regularly updated, and users' reading habits are cultivated.

On sale, it is best to use non standard time limited flash purchase mode.

The depth of stock should be controlled according to the base and viscosity of the fans.

Even if we build deep stickiness, the establishment and notification of panic buying scenes is not a problem, but the satisfaction of users' expectations should still be well controlled, and we can't catch up with them.

Of course, according to different platforms, we can design the way of diversion, such as micro-blog importing business platform through shop links and micro Bo Bo window. WeChat attracts social traffic through public link shops, and multi platform diversion strengthens the profitability of shops.

4, positioning upwards and downwards, the Amoy brand needs to put a low profile, with the help of social media leverages and leveraging the star CEO+ product culture, try to brand animation, spread entertainment, create fans' identity, encourage fans to share, complete the communication and consumption of fans culture closed loop, highlight the characteristics of enterprises, create corporate image, pull the distance between enterprises and consumers, enlarge the fans' economic effects, fill short boards, detonate topics, strengthen content output, add services to the relationship chain, and expand the social radius of enterprises.

And all of this is not achieved overnight, nor is it just natural. The brand can be tested and the future is on the road.

Unwilling to sink, what should we do now?

In addition, product digging, content reengineering, traffic entry segmentation, brand remolding may be the sharp edge of Tao's brand, but the Bell says at least three are imminent.

First, the ability to make up products, to price marketing war NO

Zhang Qin, vice president of Taobao, revealed the three major development strategies of Taobao in 2016 - personalization, cloud shopping and C2B2M.

Customization is the product development capability.

This is because the Amoy brand was originally puffed by the extensive growth of new customers, and it needed to constantly advertise and buy traffic. The cost of marketing was huge. The two is the brand name premium based on price war and no user stickiness.

As time goes on, sales increase through discount will not increase again, but will make the brand go downhill gradually.

Therefore, Amoy brand only strengthens product capability, and says NO to price war, it is possible to establish its own competitive barriers, including product development capability and product integration capability. The brand without product development capability is just an Internet trafficker who buys and sells scalding products. The direct result is that the product is homogenized and then plunged into the endless cycle of price war. New Nong brothers developed their own products, using natural food extracts instead of chemical additives, extracting sweet from Momordica grosvense and stevia, extracting milk from milk, extracting fresh fruits and vegetables, and developing new "pregnant women series", so as to locate pregnant women more accurately and strengthen health, thereby enhancing user awareness and enhancing product competitiveness.

The product integration capability is based on the target consumer group, expanding the sub brand, establishing product matrix, and preempting the user's mind. For example, the Korean brands include 19 girls, including ladies' wear, ladies' wear, middle-aged and old women's wear, children's wear, men's clothing and so on, and the styles are more and more diverse.

The sales of its main brand hstyle account for less than half, and the proportion of other sub brands has exceeded 50%.

This way of expanding product lines can also help to tap more consumer potential from existing user groups and boost sales.

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Two, forget the big and the whole, continue to vertical refinement.

The bell has always agreed with the view that when the supply of goods is more and more abundant and users can choose more and more opportunities, the middle market will gradually disappear, and the market will be characterized by differentiation and niche.

In particular, online selection is more obvious, and the personalization of consumers is more obvious. Big brands will be dismembered by countless, more professional or more subdivided brands.

In fact, we have a look at the existing Amoy brands, each has its own distinctive style: the Korean style of Han Du Yi house, the literary and artistic style of the silk column; the essence of AFU's oil and the mask of Yu Ni Fang, and the new Nong Ge are also "many merchants in the snack business who have been making nuts, only making nuts, and only want to make nuts". They have ploughed niche markets to create distinctive products and thus win consumers.

At present, Amoy brands should adjust their strategy from "grasping the big to the small" to "grasping small enlargement".

Then how do we make fine vertical and create niche brands?

First, create a unique product, not waste on non strategic opportunities, even a strategic resource.

For example, Xin Nong, who cut off the Tmall mall franchise stores in 2010, focused on selling new NGO brand products, and finally stopped working with all retailers at the end of the nuts sales season, then cut off the nutshell products such as candied flower tea, and finally stood out as a monopoly nut.

In 2015, the three squirrels grew from pure nuts to multiple products. But after August, they had to close their two big brands, "squirrel little beauty" and "squirrel". At the official shops of Tmall, Jingdong and shop 1, they went through the twists and turns.

Second, create a scorn chain, provide a sense of superiority.

The most direct and effective way to provide core users with a sense of superiority is to despise your non users.

Compared to Inman, it is a cotton and flax artist. Some people like to be very fond of it. However, Inman still goes his own way, ignoring the non users who do not agree with him, or even refusing to sell, so as to enhance his exclusive feeling of loving his own people.

Third, provide social currency, detonate the spread.

The background knowledge hidden outside the product is more important than the visible products, especially those that only the fans can know. It is also easier for the high-quality social currencies to spread themselves.

For example, Yu Mu Fang's legend about Royal mud allows the first batch of users to pmit in every corner of micro-blog, post bar and so on to show off their specialties. These discussions and exchanges have gradually formed a sub culture, and the formation of sub culture is precisely the goal of the vertical niche to mature.

Three, more than "out of the Tao", "go to Amoy" continue to brand.

Perhaps as Yu Zhongwu CEO said, Amoy brand is not a real brand, but it can't always be a seller.

Because of the 10 years of the development of the brand, it is the ten year of COPY.

But just like the analogy of the founder of AI cowboy to the wing: the brand is a female rabbit, the sales is a male rabbit, the rabbit is caught, and the male rabbit comes naturally. "The brand is the guarantee of sales. If we say" out of the Tao "is to remove the hat of low price and fake, then" go to the kitchen "is the essential trend for the brand to upgrade the brand and establish the core ability to realize the brand. At present, the Amoy brand" go to Amoy "needs at least two things.

1, users cut and refine brand positioning.

The screening and cutting of target user groups directly affect brand positioning, while brand names do not see the real positioning of high-end market brands, nor do they have premium space. So the first thing that Amoy brands need to do is to rebuild their core positioning with their own advantages.

2, channel to Taobao, the implementation of multi-channel management strategy under the force line.

Setting up offline stores can not only increase the contact with the target customers, increase the flow rate, but also increase the influence of the brand so as to enhance the conversion rate of the products.

Today, there are nearly 100 stores in the Royal Bank, and 300 stores have been broken down under the line. The project has been launched by "Yin Cheng Wan shop". It has announced the "Yin man +" strategy and plans to spend 100 million yuan on the expansion line.

These Amoy brands are starting to expand their brand expansion from electric business to special counters, and only when they can really dig their antennae into the traditional offline channels and establish the online brand interactive marketing system, can they complete the rebirth of "go to the countryside".

In early February of this year, three squirrels were found out by the media. Some batches of cream flavored melon seeds were detected to be over standard. In March 1st, three squirrels issued a statement, responded to the apology, apologized to consumers, and put down all the related products, for refund, or reminded us that the premise of brand expansion is their strong management operation system and product quality control capability.

In short, the brand is the pronoun of high premium. Amoy brands need not only learn to borrow the power of net red, but also realize the counter attack from "Taobao brand" to "brand brand".

Otherwise, there will be little time left for Amoy brands.