Fang Jianhua Explains What Taobao Will Do In The Future?

The future is a era of full channel integration, more new brands, new opportunities, the initial stage of the brand can be arranged on the Internet, but the future must go to the line, and two legs together to walk smoothly.

Recently, Inman Founder Fang Jianhua participated in the Longmen conference of the electricity supplier of the Dai Dai organization, and with ten dozen entrepreneurs who live and moisten, explore the future opportunities of the electricity supplier, and share his personal thoughts and experiences.

In his view, the Internet brand can't stay behind for several years. Simple imitation and plagiarism are unable to do a good business. Therefore, entrepreneurs must stick to their own direction and improve the quality of products.

The future is a era of full channel integration. Whoever can seize it will be able to rise, more new brands and new opportunities. The initial stage of the brand can be arranged on the Internet, but in the future, we must go to the bottom line and walk together with the two legs.

Below is Fang Jian Hua Speech at the scene:

　 The core competitiveness that can not be duplicated

The first point I shared is that the difference between a brand and other brands is the core competitiveness that can not be or can not be duplicated.

At the beginning, Taobao caught the long tail market. There are thousands of college students, small group entrepreneurs and young generation market. So this platform has formed its unique competitiveness.

From the development and tremendous changes of Taobao over the past few years, we can see that many actions have been taken this year, such as "quality manufacturing", and many services are free. Customers can buy long tail goods in the long term, and Taobao gets advertising revenue. We see that the power of C shop is also gradually released. The whole Taobao network is an important foundation for Ali.

In the past few years, I have been trying to figure out where the opportunity of Internet brand is and what the future direction is.

Personal view is that shops do not have to be very big, but it is very important to do well in their products. Because only "1" (product) is ready to have "2", "3" or even "10". 1 do not do well, your other marketing, promotion and so on do well, are equal to 0.

We also do the idea of living in the left. This is the same idea that living in the left year is tens of millions. When people started to do it in 2014, no one was optimistic about it, and at that time, the consumption habit of Tmall customers was about 200, while we sold 300-1000, how could we sell it well? But we did make the store three scores in 4.9 points. Our core advantage is that we can not copy the competitiveness.

1. the embroidery we made is printed in China, the fabric is very expensive, and many are custom made colors.

The 2. technology is technology, we really are to establish cooperation bases in Guizhou and other places, where to process. To make a brand, we must understand that hype and real feelings are different for customers. We have a high cost and have worked hard under the technology.

3. our products may not be able to be controlled by everyone. People who like it will like it very much, so there is a high rate of repeat purchase.

　　 The person who walks through a crooked road is your mirror.

　 Let me share with you an example of why we should value products.

In fact, I am a loyal fan of fans. In the past few years, customers have brought many courage and strength to the entrepreneurs of electronic business. They can independently make a fashion brand on the Internet, and let us see the hope brought by the electricity supplier.

I often visit many losers. Why? Some brands come to me at last. For example, after all, it became difficult to control after the crazy expansion. These are inspiring for me, and now everyone is back to the early stage, though it is a lot of pressure. My current T-shirt is all guest, this neckline has been washed many times, or no deformation, can restore flat, fabric comfort is also very good, so I am very awe of this product. This is not advertising to all customers. This is my current consumption experience.

Speaking of Internet brand just now, we saw a lot in the last few years, but few years after the ebb and flow of sand, we can actually stay behind. I am a foreign trade ODM, I think the brand that can stay, their brand positioning is very accurate. This is the same for IMMAn. Today, at least 200 of Taobao's models, products and models have been imitated, but none of them has been successful. Why?

Because any imitation can only imitate one form, and the soul can not imitate it. As far as clothing brand is concerned, it is impossible to imitate the design concept, visual planning, understanding of collocation, marketing and product packaging, and the team's failure to achieve this standard. If you lower the price again, it's not the customer group.

　　 You can't even touch your customers.

First, entrepreneurs must stick to their own direction. They can't even touch themselves. You can hardly touch customers. If you really agree with your brand, like your brand and product, you can pass the brand's attitude and attitude to your customers and make the brand from inside to outside.

Second, the quality of products should be continuously improved. In the entire Internet brand, we were the first to build our own laboratory. We use friction values, pH values and other tests to simulate the experience of consumers, and do not dare to put their products on the market.

Third, do not blindly change your mind. Originally made Hanfeng feel difficult, to do cotton leprosy; do cotton and linen wind also feel difficult, and run to do OL wind, so it is very difficult to succeed, must strengthen their brand style. The clothing brand will go according to the characteristics of the founders, and will be affected by the age of the founders. This is the characteristic of the times.

In the 08 years, the whole market was made to be a 18 year old young man. At that time, many people worried that the cotton and linen wind would not be bought by anyone. We didn't dare to tell others that we actually lost millions of money in the early days. But we saved the old customers and the rate of repeat purchase was higher than others, so we have today's development.

In the Internet age, to do something small and beautiful, products are not necessarily many, but in essence, we should let the people we like become our real fans and hold a group of people who like it.

For example, if a brand is a "gay" market, don't underestimate the potential of this field. Most of the gay people are highly educated, highly creative, highly artistic, and have a high degree of insane and extreme pursuit of work. It is a great honor for everyone to have the opportunity to invite highly skilled staff in this field.

This market is very large, and even the brand can be done all over the world.

　 How to view the future of Internet brand

Taobao will have many opportunities in the future.

There are some natural traffic in C shop, I think there are still opportunities for entrepreneurs. Some people do not understand the combination of Taobao and net red. Like Zhang Da Yi, why do they want to transfer to Taobao to sell? Most importantly, users haven't formed the habit of shopping on micro-blog, so shopping on micro-blog will lack a sense of security.

Recently, many rural products are sold on Taobao, and Ali countryside is a very good development in Taobao. The local government supports rural Taobao, and Ali has trained a lot in rural areas. The most important thing is to let ordinary people shop online. Like 40 and 50, they know Taobao shopping. They may not be in touch with online shopping before. This change brings many opportunities. They will become a new group of consumers in the 234 tier cities. Analysis of this wave of crowd structure, what they need, layout new consumption structure, seize the characteristics of new customers, seize the bonus of this new crowd, there are still great opportunities.

I think the brand is offline and offline.

Lei Jun also said this year, no longer crazy to pursue sales, first of all products. I never bought HUAWEI before, but when I returned to Israel for business trip, I bought a HUAWEI's most expensive cell phone, because I saw the advertisement of HUAWEI phone in Israel, it was very bright and bright, and China's mobile phone can do the whole world, I feel very proud.

HUAWEI and millet contrast, HUAWEI has done a good job, many channels under the line can buy HUAWEI's mobile phone, but millet online did not buy channels, this is a problem.

What kind of thinking is under the selection of layman?

1, with the rapid development of the Internet, the whole channel has entered the age of convergence. There is a clothing brand. The real effort in Tmall is from last year. There are thousands of stores in the country. Last year, they rushed into category TOP10, because they had a foundation on the line, so they could support it to run online.

2, in the era of brand facing consumers, you have to comply with the new pricing logic. Over the past few years, luxury brands have come to the online market. There are also high rate traditional brands, and they think of a piece of cake on the Internet. But because they have to go through layers of agents, their high rate pricing is hard to sell on the Internet, far from the price accepted by consumers.

3, I was thinking at the time that if we did the same thing as traditional brands, it would be a dead end to walk away from the original mode of selling goods. (we go online to do single store communities and run fans' economies).

In the first two years, we really feel terrible. Online growth tends to be steady, and many people crazily advertise.

Online and offline are essentially the same. Good job is the best way to get good location and resources. So you can see that there are our offline experience stores in Shenzhen, Guangzhou and 234 tier cities.

When we introduce a customer to our flagman store, we can sell women's clothing and other products, and we will gradually have this life circle. This will become a way of life, so that we can effectively improve our UV value.

　　 Another consideration is to enhance brand value.

Our multi product and multi store layout strategy enables the brand to get more exposure and get more customers with single product entry. By the end of this year, Yin man has covered shoes, women's clothing, bags, shoes, children's wear, home furnishings, underwear and furniture. So many kinds of things are linked together. It's a slow life circle.

We also encourage fans to shop. The original brand players are playing online and offline, but the interests of our offline and online businesses are shared. They are fully priced at the same price. Online and offline are completely open. We use zero inventory mode, while the traditional retail mode is the mode of hoarding goods, so our mode is very light, and the same price and benefit sharing are our advantages.

We are more of a group of young fans. The traditional shops only sell and sell goods. It is difficult to meet our standards. The mode of Wan man store has strong social attributes. The owner must have the ability of the community. It is a combination of traditional stores and e-commerce business plus community.

Third, the community is changing. For example, in a county town, a person sends our clothes to a circle of friends, passing ten, ten to 100, which can achieve extraordinary results. Internet brands have done well online and offline, enabling them to double their brand awareness. The cost of development has declined instead of increasing, because the number has increased and the cost has naturally come down. The line is still growing, but it is not so fierce, and the line will gradually return to the rational format.

So this is why we can open to two hundred or three hundred experiential shops in a short span of one year. Our model is very light, the product has a good performance price ratio, low threshold for business, can achieve rapid replication.

　　 Online and offline full channel integration.

With the increase of our stores, our brand effect will continue to stack up. It will bring more new customers to us. The influence of the brand will continue to climb, thus forming an organic integration of brand online and offline will become a new growth point for us.

Others may not be optimistic, perhaps your chance.

In the past 08 years, we have done foreign trade and have factories in Jiangxi and Guangzhou. When I decided to do Inman, many people thought I was unbelievable. I felt that I was not doing my job. The management of the company did not understand it.

Now that all the big international brands have come to the Internet to collect gold, and the others are closing up, do you still have to open a shop? Can you succeed in that? When the rent is still rising, can you afford it, but when others can't afford it, the rent will drop.

When no one is watching it, you can think of a new pattern and new opportunities to try, and your business may break through.

My experience tells me that when you do a lot of people are not optimistic about this, it often conceals some new opportunities unknown, when everyone is optimistic when everyone rushing to do it, it may not be appropriate to do it.

My view is that the future is an era of full channel convergence. Whoever can catch up will be able to rise more new brands and new opportunities. The initial stage of the brand can be arranged on the Internet, but in the future, we must go to the bottom line and walk together with the two legs.

Management mode in the next era

Let me talk to you about management and the management mode of the next era. Now that the masses are creating new businesses, every young person wants to start their own business. The State encourages entrepreneurship to bring a wave of creativity, from Alibaba to Jingdong. stock right They are all collective and dispersed. From the concentration of equity, we can see whether a group has a future.

　 Now is not a time of independence. China is not short of bosses.

Entrepreneurship is a game of death. When I recruit people, I like to recruit people who have failed experiences. Only when they fail, can they feel the bitterness of entrepreneurs. Of course, some successful people also have valuable experience to learn from.

In the future, the first thing to organize and manage is to dare to share, share ownership with those who can do things, and become your partners. We now have more than 10 brands, using partner mechanism. The second is to set the entry threshold, so that they can have cooperation and cooperation with the brand. Three, we need to put money into it. If you tell me, I do not take a penny, the old side of your group is rich, you pay, that day you clapped your butt, said I quit, this project thrown to the company, this kind of thing no one will do with you. Finally, experience and management skills. At present, many outstanding professionals may be an artistic creative talent, but on the way to entrepreneurship, it is far from enough to have dreams and single skills.