Different from many Amoy brands, pomelo Homes as the Internet brand

Different from many Amoy brands, pomelo homes as "internet brand." However, is this a live or a dead-end? Or Doom?

Such an electric business enterprise, to the electric business development Road to have what enlightenment?

"Internet brand" positioning: from the search for "dead-end"?

2012 years or so to 2013, Grapefruit House CEO Lingyuan to determine their "internet brand" positioning.

But at this time, it is the name of the Internet brand where customers downhill, and a variety of Amoy brand in the ascendant, the arrogance is in full bloom.

This feels like death! Grapefruit House CEO Lingyuan also in some occasions openly ridicule himself is "martyrs."

Because an enterprise to build an independent electric business platform, give people the feeling is, burning money like burning to their own, a money is not valuable, two people have not died, perhaps the money has been spent, only jumping.

Even if a certain scale, once the financial break, only to be acquired or closed the fate. In a word, it is very difficult to survive. Survival and vitality, more difficult!

So what kind of consideration does pomelo shed choose "Internet brand" as a positioning?

The author thinks, the grapefruit shed is very likely for the following two aspects of consideration.

First, grapefruit homes have a certain industry accumulation.

First of all, of course, they have done a long time cosmetics, there are better products, the main natural no added skin care cosmetics, which determines that it is a brand.

But it has nothing to do with the location of the Grapefruit house as an "Internet brand", what is related is that their deeper electrical quotient industry, especially the Internet industry accumulation, is said to be their CEO Mr. Lingyuan since 2005 began to engage in the electric business, and once founded the song network, which shows that they are not only very understanding of the electrical business, To the entire Internet channel is also very understanding, clear oneself in the Internet channel aspect, relative to other cosmetics brand has the superiority.

Compared to other cosmetics brands, they have accumulated a lot of experience in the Internet channel operation and maintenance, even in the early days of the song network has accumulated a certain number of users. So they did not position themselves as a counter product, or the day of the line brand, not even positioning for Amoy brand.

Second, grapefruit shed saw the market blank, chose to take the road of differentiation strategy.

There is no doubt that there is a large market gap, we all focus on the day cat Taobao, because it seems to be more easy to succeed in the day cat Taobao, at least more easily profitable, the risk will be much smaller.

As if blinders, we all ignore the day cat Taobao outside the other Internet channels, the most, more than the power of the merchants will also pay attention to the next Jingdong, Lok Bee network such platforms. And in fact, from the entire Internet environment, the number of Internet users, is far greater than the day cat Taobao electric platform users, because there are always some netizens do not use the day cat Taobao, but the cat Taobao users must be netizens.

And the cat Taobao platform itself there is a larger product homogeneity problem, other industries do not say, all cosmetics brand users an average distribution, each brand accounts for the number of users will be very small.

Although compared to the risk of making an electric business platform is much greater, the likelihood of success is much smaller. However, once the platform is successful, the cake will be much larger. The two phase right, any enterprising entrepreneur with vision, will choose to become "Internet brand", let go a fight, do not succeed then martyrdom.

From the above analysis, we seem to be able to see that the cottage of pomelo, not "house", but "give up", but "give up" is "give up" of "homes".

Grapefruit House CEO Mr. Lingyuan also in some share to talk about their choice to become "Internet brand" reasons, but I think, truthfully, through the phenomenon of the essence, mainly these two points.

But do Internet brands, or Internet entrepreneurship, mobile Internet entrepreneurship, whether it must have a deep Internet industry resources background, or can be more through cross-border to achieve, such as from the traditional industry directly into the Internet, you need to explore. Companies with internet backgrounds may have more advantages.

Category suitable for the brand's tone

However, there is no denying that, in this process, the disadvantage of grapefruit homes can not be underestimated, I think, the most central point is that their products are good, but also only a brand, even if all categories are done, product categories are still very monotonous, to meet the needs of all consumers, there seems to be some difficulties.

So the grapefruit shed to a large extent is not a power platform, but as they say, just a website, is a trading function of the official website, but this official website of the flow is not a general cosmetic company can achieve. So they are more than millet, there is a certain reason.

and have a certain comparability of the reason why in the back did not adhere to their own "Internet brand" road, and finally chose to become a business platform for customers, will not be because of this reason, I really do not dare to speculate.

But we can take a little look at the way the visitors walk, every customer is to do the first shirt, other products, the impression is more blurred, then seems to do very well, all over the Dale is advertising, until the formation of all objects, and later, they began to sell shoes, selling children's wear, women's clothing, and then began home, accessories and so on, Later they started men's wear clothes, shoes, home, accessories, cosmetics, anything to sell, at this time, it really by a huge influence of the official website into a beginning to take shape the electric business platform.

From this we seem to be able to see a long track-the first to drag the shirts into men, and then to women's wear field long, and then again dragged long, they moved towards a broader field, has gone beyond the category of clothing. It can be seen from here, they want to product category Step-by-Step enrichment efforts, until the end, become no core positioning, without their own characteristics. But I still do not dare to judge, whether they are due to only do shirts or menswear brand products of monotonous, and make changes.

But perhaps, the product kind is not rich enough, really is a people to catch the urgent thing, and how many enterprises can resist the temptation of expansion?

Back to pomelo, in fact, such an official website, if the "built-in" in the days of the cat Taobao, perhaps the effect is better, because of their brand influence, can completely from the cat Taobao attract a lot of traffic, and become a big influence of Amoy brand. Compared to the high cost of promotion, the independent operation of an electric platform for the labor costs, operating costs, and so will not be less.

However, from the visitors to see, pomelo now adhere to the road, or perhaps wise. Because, they did not give up the day cat Taobao, but based on the whole network marketing, more importantly, they adhere to their own Internet brand road, firmly grasp their core advantages.

But how to solve the problem that the product kind is not rich enough? Does it need to be solved? Perhaps this is based on their careful choice of precise analysis of their customers? Is it based on a deeper subdivision of cosmetics and focus on a specific skin user group? These questions not only test their team, but also test their leaders. More testing the Internet market to the brand acceptance.

The persistence of pomelo, the future will be, we wait and see!

Internet brand Cosmetics, how to walk the road of business?

Aside from the grapefruit house has been stressed that the whole network marketing does not talk about, Internet brand Cosmetics, the road of the business of how to go?

To analyze the way of "Internet brand" cosmetics business, we should start with the consumer mentality. Just understand one, that is, under what circumstances consumers will put cosmetics into their own face, to solve a psychological obstacle first?

Some might say the effect. But I think consumers will only be in a cosmetic brand to build a sense of trust, and the first is to feel that it is safe to put cosmetics on their faces, because they do not want to make beauty into disfigurement. After that is based on the effect of trust. To solve the consumer's psychological appeal to the effect of the method, we should have a very rich experience, but how to eliminate consumer concerns about product safety?

I think there are two ways, the first is to let all consumers know the brand as much as possible. The second is to find ways to let consumers tell their friends, the product is very safe. Of course, if you can directly tell consumers that the product is not only safe, but also the effect is very good, it would be better.

So what's a good way to achieve these two points? First of all must be brand bombing, through a large number of ads to demonstrate that our products are safe and very effective.

But for an Internet brand, the author believes that in the brand bombing, should also have their own internet personality, since their target customers on the Internet, then the Internet advertising should be the first choice for Internet brands, soft or broad, hard or not, and internet advertising costs lower, more effective faster, more rapid transmission, More extensive coverage.

It's better to socialize, the brand first become the target customer's friend, when you become their friend, you tell them your product is very safe, very effective, they will be easier to believe, because they know, friends will not harm them. And by telling their friends that when you're not a friend of their friends, trying to build a sense of trust in your brand is more useful than you can say.

And when you become a friend of your target clients, they will also be very happy to tell their friends that this is very good because they are willing to help their friends to sell products, and second, because they want their friends to use better products, to share good things with their friends.

The advent of mobile Internet, network social tools, especially the emergence of mobile social, for cosmetics brands to walk the road, especially the success of the independent operation of the electric business platform, provides a once-in-a-lifetime opportunity. So that you do not need to spend a lot of costs, there is the opportunity to come to the user's side, to become a good friend of the user.

Milk powder brand and other security concerns more prominent industry, also has such a unique advantage.