Every guest: small and beautiful may not be able to regain great success

[Guide] The people who return to the public view of the courage is great, mobile internet era, small and beautiful choice may not be able to regain great success.

Wen/hioxiejiao

At last, the guests sold back their shirts. The 2007-born guest, to this year just seven years, after beating PPG's rapid rise, where the object of the mold, it does not lack iron powder, but, from selling shirts started, to even scissors are sold quality lost, seven years after the itch, it also does not lack of black powder.

I am iron powder, also black powder, simple talk.

The brand creation of the Force lattice

Shirts, the first impression of the people left to the public, for me, but also the deepest impression

From high school to college, young people do not have any hobbies, at leisure to see "Reader" "Youth Digest" These two magazines, every guest from this outcrop, in fact, the beginning of the young people like to see the magazine advertising, the first is not a guest, like the Shanghai PPG, now bankrupt that, PPG business shirt, Once dominated the shirt market for a period of time, but then was all merchants shirts to kill, thus, "readers" on the ads by two independent, all become a guest.

Ordinary young people, so know every guest, and, I myself, subconsciously thought that every guest's things, and then think of the reader and other magazines, is a bit of temperament, according to now say, that is forced lattice.

The public's deepest impression of every guest, estimated is that where the object of the popular, where the object at that time called a phenomenon, at that time, micro-bo just red, where the spokesman for the Korean Cold "love the Network, Love freedom ... I am Han, not who endorsement, only on behalf of themselves ", social language format, personalized expression, instant hit young brain waves countless, I also.

Professional analysis is not very will, such a large pile, only to express every guest, at that time and I like the young people, is more good feelings, only to do their own slogan, simply the representative of the younger generation.

Really general product

However, the goodwill really cannot be eaten.

It is also later realized that the original to have cornered every guest, but also just a common enough commodity, as had thought the most connotation of the "reader", in the end is just a digest magazine, according to other people say, 14 take the article AH.

No other meaning, simply talk about their experience in the visitors.

When their own online shopping habits from only Taobao change, where the customer seems to have become an impression is a brand, but the actual sale of the class Taobao platform, small to scissors, tape and plastic slippers.

Bought is a claim that the snow boots, is not the growth of every customer is good at the literary trend T-shirts, all kinds of shirts, Wei clothing, where three sets of these, so, can be desired results.

The force has fallen.

Get the quality of goods is not bad, but also bad, simple is, with the imitation version of Taobao numerous dozens of yuan snow boots, the distance from their hearts of the force of the Huo is too far, at best, even if a good sale of the only.

Forgot to say, the middle also because the shoe size is not correct problem, changed goods.

At this time of every guest, hard to become a big shopping platform, products can also be based on their products, but also in the shape of a V platform, can no matter how hard, the situation has been caused, PK but strong Taobao, the more input, only the more lost, in the platform and flow of attention, it is inevitable that the quality of the product to control not pass, Like me, the same was forced to attract, but at the same time in every guest has unpleasant shopping experience, estimates are also many bar.

Before the Wolf, the tiger's status

September 1, the fate of every guest returned, the official sale of the main shirt, number 9th is Gis self-cultivation version, the press conference before and after, micro-blog, aging and Xu Xiaohui are working hard to publicize, as many analysts say, tricks compared to "millet", their own experience testing, hunger marketing, there is an even though the ravages of the body ...

As a non-marketing people, do not understand how these actual marketing effect, only from September 1 to today, 9th, looked at the shirt data, no sales figures, questions 615, comments 219, only to see the comments, while looking at the cat's clothing house, a common explosion long T-shirt sales data , the two sides of the data simple contrast, Han Du comments Volume of 500, the monthly sales of roughly 2,500 pieces.

Not too optimistic.

Since that pair of snow boots, I have not bought any guest things, there are more than three years, three years of time in the past, the river in the electric business, also early on the object of all the time.

First of all, the market of apparel electric platform market, is not the best in every guest's year, now the apparel electric dealer has been fully mature, before the cat occupied the largest share of the business, the previous period of time Analysys International data show that the cat accounted for 74.3%, Jingdong and only goods will be 5% or so, where the guests only occupy 1%, Market share is equal to the flow, now, light platform market share this piece, the former cat, Jing Dong only goods will these alligators, there are other platforms and other brands of their own site to share the market.

To hold on to this 1% share disagree with that can be more serious situation is still, now is no longer a simple website of the electric business, mobile interconnection comprehensive has come, this July, cnnic data Now, the number of mobile Internet has significantly exceeded the PC port, before the full amount of market share, After no mobile phone mobile end of the market continued to exert force, to take food from the tiger, which is so easy.

In addition to mobile interconnection, the existence of the big Tiger, after the guests, there are more than one.

Now where customer marketing flagship millet mode, simple is super cost-effective, can be a mobile phone, mobile phones in the country has been a standardized industry, the user's long-term education so that they all know the content of ultra-high price ratio, can be a customer in the apparel industry, facing a user education is not so high, recognized industry standards have not become a reality , where is the ultra high cost performance?

Ordinary man, does he know the grade difference between the Aksu cotton and the ordinary wool? Know Japan's hot-free technology and China's iron-free process of high-grade noble in where it? Recognized industry standards have not become, the cost of user education must be very large, to break through in this area, the difficulty is not generally said.

Immature suggestions:

Today, September 9, Van Gogh's so-called tall Gis version of the shirt is also officially on sale, specific evaluation to see, however, to return to the field of view, where the customer, in its website is: fast fashion brand, from the main push platform to return to the brand, to the public's vision of every customer courage is very large, now the platform side a few home situation has been formed, mobile interconnection of the Times , a small but beautiful choice may not be able to regain great success.

When it comes to fast fashion brands, now the electric quotient of the major platforms, apparel fast fashion brand very much, in the mind of the more deep, Korean wind has Han, the cotton leprosy has the GXG, the national wind of the cracked silk, men's and so on.

As for every guest brand positioning, I after 7 years of electrical business development and user education, I think may be the most suitable, is a little tone of light literature, fashion style bar, personal views, positioning problems, outsiders are not good to say, but I think, in the present clothing environment, as long as the brand this level, a small number of visitors, to the fore is not difficult, after all , early debut and early fame.

Another question is worth pondering, the above said Han all clothing, Mann, split Silk, gxg these fast fashion brand although have their own electric business website, but it and other major electric platform has close and deep contact, do not say other, around, always have Taobao cat this big alligator.

To be a qualified and mature fast fashion brand, in the current electric business situation, absolutely do not open the day cat, where guests want to be a platform before, Taobao Day Cat and it is a competitive relationship, his clothes naturally can not appear in Taobao, but now both say is fast fashion brand, where guests should appear in the cat.

are just guesses.

To every guest, Taobao cat must be a pain, but perhaps, the biggest and most hopeful change is here, whether it can lower its noble head, to Condescend to the former opponents of the business law, low, that 74.3% of the market share on every passenger opened the first door, always hold up, that only own 1% of the share, In order to open up the market again, the most feared result is that history repeats itself: the ending that keeps investing and losing.