Taiping Bird, GXG, Jin Ba, What Are They Aiming At At Taobao?

Where is the next incremental market for the brand after the traditional brand occupies Tmall?

For the traditional offline brand, Taobao is the enlightening place of the electricity supplier gene. But influenced by the brand identity, Tmall is rooted in Tmall.

Shops.

Since 2015, a number of offline men's wear brands have been cleaning up the demand of electronic commerce inventory, and once again moved to the Taobao market as an enterprise store, and excavated tens of millions of yuan to the incremental market.

Taobao men's wear Xiao Er Kan Ming (flower name: Yi Qing) said that the online brands can enrich the diversity of Taobao fairs and brands, and provide direct and genuine channels for customers through the way of direct brand entry.

For offline brands, Taobao's goal is clear. First, clean up the tail cargo, two is to expand new channels, and the three is to solve the funds and inventory pressure of the agents under the line.

Pacific bird men's clothing, GXG, and strong men's men's clothing are typical business representatives. They opened Taobao stores a few years ago, but did not focus on Taobao.

In 2015, after being determined to carry out the pformation of Taobao fair shops, they appeared again on the stage of Taobao as an enterprise shop. They got good results respectively and upgraded to crown stores in a short time.

In 2015, Tmall double 11, GXG, Taiping bird men's clothing and men's clothing were all entered the TOP10 store of men's clothing category, and sales were close to 100 million yuan on that day.

In this case, what role will the Taobao market play for the brand?

First of all, this is a neglected fertile soil.

Wu Lei, deputy general manager of GXG, said that through the operation of Taobao stores in a year, the GXG shop has reached the annual sales volume of nearly 100 million yuan. Taiping bird has gone through double 12 tests in less than 3 months and gained 12 million of its sales in a single day. The strong tyrant men's clothing also sprint tens of millions of sales in just a half year, and set the target of doubling the performance in 2016.

From the point of view of positioning, the positioning of Tmall stores is the first goal of developing brand power. Therefore, compared with the blind laying channels a few years ago, the traditional brand Taobao shop is more clear.

Ge Xing, the head of electronic commerce, said Taobao stores can help Tmall shops share part of the sales function, and the most direct sales of these products is to empty the inventory left by the e-commerce channel.

But cleaning up inventory is only the first step.

In GXG's view, Taobao stores can bring new traffic through inventory clearance, and get more attention as a new position after gaining new attention.

An attempt.

"Taobao market is another new world."

Taiping bird's men's clothing business person in charge should be the Navy (flower name: hawk) said that the original Taobao in the presence of buying and selling goods, the identity of the store as a business to reopen the market, it means that the development of a new world, at the same time to recover the position of the brand itself, but it also brings new growth points.

In the short period of operation, three brands have been harvested. Besides clearer channel positioning, product layout and operation mode are also important factors for winning.

According to the Navy, Taobao's style is more personalized and corresponds to a more flexible way of operation. For example, the product structure is younger. The corresponding visual presentation needs to match the shape with the feeling of partial market shops, while Tmall is biased in line with the style.

The hot content operation is also in the operation arrangement of Taiping bird market.

At the same time, Taiping bird has its own thoughts on the operation rhythm.

The operation of the market shops is different from that of the Tmall stores. The grasping of the time points is very important.

Secondly, in the same period of activities, it is necessary to make a distinction between products and to highlight the differences between the two stores in positioning.

"Future hope to achieve 80% product differentiation."

The Navy said.

GXG also adds more possibilities to the market shops, which is reflected in richer commodity structure and wider pricing range.

"The price of products in the market shops is higher than that in Tmall stores."

Wu Lei said that in 2016, there will be more efforts in the IP cooperation, as well as Taobao's new forces week, to distinguish more from promotions.

Judging from the current product structure, the market products of the market are mainly separated from the terminal products of the electricity supplier channel, and are completely separated from the shopping malls.

From the personnel allocation, the three brands are equipped with not many personnel to carry out the maintenance of the market shops, and more resources can be shared in the entire electricity supplier department, so as to share resources.

Finally, the Navy should give three points to use.

Sharing experience in market fairs: the first is determination, the second is goods, and the third is content operation.

"The front is what we can do at the moment, and the future is the direction ahead. We can do well on the track."

The Navy said.