Amoy Brand Why the end of the road, where to break?

Absrtact: As the saying goes, do not experience the wind and rain how can see the rainbow, the greenhouse grew up Amoy brand face line, line under the sudden storm, can Amoy day? The Double 11 promotion war, the Amoy brand compares the traditional brand, appears to be eclipsed. Taobao statistics, in

As the saying goes, do not experience the wind and rain how to see the rainbow, the greenhouse grew up Amoy brand face line, line under the sudden storm, can "Amoy" Born Day?

"Double 11" promotional campaign, Amoy brand compared to traditional brands, appears to be eclipsed. Taobao statistics, in the day of the Cat single shop sales ranked Top ten, Jack Jones, camels, Raleigh and other traditional brands occupy nine seats. And in the subdivision of various types of TOP10, only 13 cats original brand shortlisted.

Although the women's items, split silk, Handurishe, the top three, but it is also difficult to cover Amoy Brand's overall frustrated. Taobao strategy to turn, support to weaken the strength of today, Amoy brand is really gradually towards the end of the road?

Why the brand is desperate

Defeat in the No brand

Taobao as a big strategy for the launch of the Vanguard, Amoy brand from the birth from the beginning of the enchanting aura shrouded, and even created a lot of familiar words, such as seconds to kill. and 2011 of "Double 11", at that time, 109 Amoy brands in the day turnover of 335.6 million, accounting for the entire Taobao mall 10%, the average single shop is 3.08 million, to some extent, can be regarded as a symbol of Amoy brand prosperity. But when the traditional brand collective electric shock online, Amoy brand from the peak slipped.

Amoy brand is not brand. This is their collective positioning in the eyes of consumers. Despite years of good sales performance, but for a long time, with the help of Taobao brand development, it is inevitable that netizens hang Taobao sales of products low-priced, low-quality brand. Taobao to determine the principle of Amoy brand, but also mostly in the number of Word management sales to measure, although the principle of no error, but early Taobao in order to establish their own platform of "suck gold" image, but rather laborious use of greenhouse-like culture to nurture a very few shops, but also let these Amoy brand innate lack of resistance to external wind and rain ability.

When the status of the industry boss Taobao platform is finally determined, no longer enjoy sufficient sunshine rain and dew, have to face more Taobao later catch up and the traditional brand online offensive attack of Amoy brand, its weakness immediately exposed. No brand image, Amoy brand is the fatal point of death.

Unlike traditional brands in the traditional channels of communication on the large-scale advertising campaigns and physical stores throughout the country to bring consumers a real consumer experience and brand impression, Amoy brand "brand effect" is limited to the Internet, investment in expensive online advertising although can be more directly converted to sales, But many by the direct temptation of price reduction and promotion to seduce consumers, and virtual online shops and a large number of Internet users can be evaluated as a reference, but can not bring real brand feelings.

Can not escape the virtual image, so that Amoy brand difficult from the E-commerce gold mine to amoy their own brand image.

Lack in no innovation

Remove a Amoy word, there is no brand. This is the industry's general understanding of Amoy brands. and cause Amoy brand out of the predicament so difficult focus, but not in the road, but Amoy brand of the general lack of innovation ability of this weakness.

For a long time, Amoy brand success routes are not based on innovative product model, but to high imitation low-cost Shanzhai product model. Originally born out of the factory Amoy brand, its own does not develop innovative capabilities, but blindly through the high imitation of the traditional brand of mature products, and low-cost strategy in the Taobao platform for dumping, in order to get used to the online "Silk Street" in the Shang object of consumer favor. After a certain success, Amoy brand did not go out of the cottage, but continue to cling to the road of high imitation, after all, the cost of research and development can not be underestimated. The short-sighted market strategy has also finally formed a vicious circle.

Of course, there is no denying that some Amoy brands have also launched their own research and development of products, and also get good market performance, but due to the lack of research and development personnel and innovation accumulation, making this innovation only flow in the epidermis, and the lack of real depth, at the same time the number is extremely rare. Even the more successful women's Amoy brand, its design standards still and similar traditional brands have a considerable gap, is still at low prices as its market call.

Born in a cottage and destroyed in the cottage, Amoy brand is the current plight of the portrayal.

Personalization is the path of rebirth.

Amoy brand of the ocean is the Internet, and only the internet can bring to Amoy brand change opportunities. Whether it is money or flee, Amoy brand before the efforts to do, are only limited to the channel on the rights of change, and products, but has been selectively overlooked.

Personalized into rigid demand

From the user demand, personalized is Amoy brand breakthrough Road. Although E-commerce after years of development, has been gradually universal, but the essence of E-commerce, the core consumer groups are still fashionable youth groups, this is Amoy brand has been to obtain the growth of the soil, the pursuit of personalization is the important consumer demand for such groups, and who can meet their consumption desire, Who will be able to achieve development in E-commerce. Crowdsourcing model for the rise of the threadless of the clothing category, it is because of its large number of absorbing netizens ' creativity, personalized as the core source, each month this site can sell 60,000 t-shirts, more than 5 million dollars a year more than the profit, and these selected sales of the original T-shirt, So far not a sales performance is not satisfactory. And where customers, wheat bags and other vertical electric operators are the reasons for the success of the original, but also more from this, but when it went to all-inclusive, personalized features were grinding a lot.

From the brand development perspective, personalized is Amoy brand innovation source. Through the Shanzhai acquisition of primitive accumulation, Amoy brand of e-commerce applications in fact and the traditional brand online and there is no essential difference, but as a sales channel, and the Internet aggregation of the huge innovative force and timely and efficient display capabilities, as well as from the Netizen's reputation power, have not been better utilized. The success of Apple and Android's App Store is to make good use of this advantage of the Internet, get the effect of crowdsourcing, so as to personalize their own brand name, and Amoy brand can embark on such a road, with the help of the internet's long tail and blue sea advantage, With a seemingly small minority of the personalized real to their own and pan-popular traditional brands to distinguish.

From Amoy brand crack silk development road is not difficult to see this trend to cater to and deviate from the changes brought about. 2006 the beginning of the line, split silk deep Taobao users hot hold the reason, mainly from amateurs-oriented designer wind, small wind more unorthodox design style, this outstanding original and creative design concept of the customer's personalized demand, despite the small, but Taobao electric dealer's long tail effect played to the extreme, And with the expansion of capital, split silk also gradually towards a mature and stable design style, initial independence gradually weak, replaced by the "people can afford" and "high quality" concept, convergence in the traditional brand model, and lost from the Internet personalized brand advantage, and eventually become a price war, advertising war pioneer, And the development trajectory of the silk is basically Amoy brand portrait.

Personalization is not necessarily a minority

Seemingly Amoy brand from personalized to popular growth route irreversible, but in reality personalization to persist from beginning to end, and fall to implement is not impossible, customized crowdsourcing popular innovative thinking has been in the field of E-commerce has begun to appear, Amoy brand can be fully derived from the power of innovation.

The so-called customization, that is, tailored to the needs of individual users, such as NetEase to walk this road, and Taobao platform has a special custom Shop area, its product range from clothing, jewelry, gifts to home building materials readily available, the breakthrough lies in the aggregation of the whole country rather than a city of the people's personalized needs, Mickle, forming a huge long tail feature. In Shenzhen, there is a Amoy brand for the height of more than 170 centimeters of girls to provide custom-made clothing, such a unique style of minority brands rely on online marketing, but can produce a high degree of brand intensity, to break the geographical constraints, attract users.

However, only in this way, and can not produce large-scale effect, in order to further exert the effectiveness of the Internet, crowdsourcing will be Amoy brand key to the road of the Broken bureau.

In short, that is, on the basis of customization, according to the mode of the application software store, to attract civil designers to participate in the product design by the sales division, after the Amoy brand in accordance with its own expected brand direction of the upper structure, the relevant design for effective screening and improvement, gradually as the Amoy brand their own original products for sale, Thus greatly enrich the brand original product type, to the public package mode to deepen its personalized experience, and customization, such as size, color, etc. to further meet the diverse needs of different users. This is an emphasis on standardized traditional brands are difficult to replace. such as some of the TV wall tiles Amoy brand, on the one hand to meet the needs of the consumer in accordance with the size of the room TV wall demand personalized tile, while gradually absorbing some of the consumer's own design characteristics of the TV wall, as their original pattern set up a useful supplement, formed a certain degree of "from the Seemingly "tactics", but has a fine, characteristic and personalized the way forward, but also can use the actual combat sales effect for Amoy brand to cultivate a potential team of innovative personnel, can also really use to let consumers in front of a bright product innovation, real things cheap beauty product experience, Gradually set up a virtual world seemingly unreachable brand image.

Unfortunately, at present, many Amoy brands have forgotten that they are the children of the Internet, still lost in the way of the channel, did not absorb the power from the Internet, can not become invincible giant Aetna, so that the traditional brand on the line, it was hit pieces.