A case study of electric business brand: Create new brand or destroy brand

is online retailing an opportunity to create a new brand or to ruin a brand's predicament? We can analyze this problem from another angle.

First, what is brand name? On this issue, http://www.aliyun.com/zixun/aggregation/29906.html ">sk Telecommunications (China) venture capital investment fund vice president Jianjiang is that:" Trademarks and brands are not the same. Many traditional retail brands and I communicate in the hope of developing internet sales, I always ask first: ' What do you think is your biggest advantage? ' It's a pity to hear that there are always two kinds of answers: We have xx stores under the line or we produce xx pieces of goods a year (double), how big the factory. The first is the channel-type trademark, the second is the production-oriented trademark. None is brand. ”

So, along this line of thought, we can think:

What is my core customer face?

What is my core category or middle class around the core customer's product requirements? What is the absolute competitive price band for the core category?

What is my marketing strategy around the consumer habits of our core customers?

Based on core customer values and lifestyle, how do I achieve controlled category expansion to meet strategic siege plans on the basis of consolidating core categories?

To understand these problems, we will talk about whether the online retail is conducive to brand building, or else it is tantamount to the charge of the enemy but found that do not know where enemies.

Second question: Why Brand? I believe most people know that good branding can provide a premium to the brand, making it more profitable for its owners. Truth is always the most simple, this sentence is absolutely not wrong, but I think the second half is more important than the first half sentence.

We first define the brand to make more profits, but the profit is not simply by raising the price to achieve.

Third, can low price create brand? There are two reasons for this problem:

1. Many people are puzzled whether Taobao is suitable for brand.

2. Every guest mode.

The first reason we go back to the first question, if your brand core customer is for cheap or low price is your only marketing means, that is not the cheapest only cheaper, has been cheap down to lose the second question-the purpose of earning money, then let's not do it. Taobao has a successful example: Split Silk, seven, AZA.

The second reason is that I would like to take this issue into account. Now every guest is not a brand is a platform! This is what I personally think is the most regrettable place. The classic case of the most promising success is now in crisis.

① 's core clients face: 18~23岁 College students, would-be white-collar workers, 234-line city young people who want to pursue a bit of individuality and cheap goods. This customer base positioning is very accurate, M-type society is a large number of purchasing needs gathered at this level.

Core price bands for ② core classes. 59-Yuan Canvas shoes, 29-dollar T-shirt, 49 yuan of bar-t, the entire middle class are done dead! What is absolute competitiveness? Let all potential competitors all Shing is called absolute competitiveness!

③ marketing means. Han Li dan + every object, very good.

④ is surrounded by many categories of lifestyle. Every guest is the most strategic layout. Unfortunately, there is a disconnect between the commodity sector and the marketing sector. The expansion of commodity category is separated from the core user needs as the starting point. In 2010-2011 years the company all fall into the arrogant period, think that every customer is invincible automatic sales machine, on any product can sell well, so it appears where the customer licensing broom and where customers brand rice cooker. And where the people are limited to the guests and V, or where there are mushroom street beautiful said space AH. Unfortunately, a "Alipay" case was strangled.

Analysis, every customer as a brand at least three points on the good, the 4th error is not enough to all ink, but it is a crisis caused by the point.

In 2009, whenever the guests began to try to do some other brands in the main station, and to accumulate experience to launch the V, I was amazed. Vancl use brand logic to accurately lock users, do a bit to do depth, V with platform logic to do VANCL or adjacent user group scanning and expansion, do face to do the full surround. As long as v use other people's goods and risk to try out a deep dig in the middle class, vancl take over to do their own integration supply chain to do; When the existing user groups to do the marginal cost is too high, you can also use V to scan a slightly high-end user base.

Unfortunately, the final V by several brands of discounted tail goods hijacked; Vancl everything to sales data-oriented, all category is a word formation launched charge, the category without coordination, sales strategy without depth, supply chain integration without focus, from a brand abruptly into a supermarket shelves platform.

Many people will not be ashamed of every customer's pricing is too low, the loss of business. So we went back to the second question, the purpose of the brand is to earn profits, not to earn the premium. In other words, low price is not the original sin, some people make a few cents of the drink straw made global suction Guandahen. If our core user base can only accept this price segment, and the user base is extremely large, then firmly do the price segment. The key question is whether the operator can reduce costs through branding and earn extra profits.

This leads to the idea that branding is designed to reduce costs and not just to increase prices. The common idea is to make a brand is to spend money, to increase the price to earn more cash back. As a result, branding and raising the price are equivalent.

We have just discussed Taobao and the independent vertical platform of these two business forms, the same and the difference each person has the experience.

In China's big environment, everyone should not be whimsical, first sell products Mister Save it. Selling the right goods is the best way to promote the brand. With this right commodity category into, seize the core customers, increase viscosity, improve the purchase frequency, and then use the brand concept to import related categories, improve the joint consumption, increase the customer unit price, reduce the fixed cost in each order accounted for.

The previous four points: brand is the operating target customers, brand is to seek more profits; more profits can be achieved by focusing on customers, accurate portfolio marketing, and reducing marketing costs; a brand with a large scale makes sense.

Actually put them in the traditional retail is still effective, and online retailing is even more extreme. In the traditional retail physical store mode, the single shop covers a limited range of people. This makes some small users of the personalized requirements of the purchase volume can not support the cost of establishing sales channels. And the Internet without the characteristics of traffic costs, through the keyword search and minority needs of personalized community aggregation, Mickle, so that the small share of the personalized demand for a large number of people to produce a big absolute value of the purchase, and open without competition.