E-commerce has a unique brand environment

With the combination of traditional market increasingly close, the brand created in the E-commerce environment is no longer satisfied with the network, in the formation of brand accumulation and sales accumulation, many brands began to independence, national, internationalization. Traditional market areas, it often takes years to build a brand. But the advent of the internet has broken the rules, and the time for brand growth has been shortened at an alarming rate.

Haier started from 1984, to the real formation of Haier brand, occupy the half of China's home appliances, spent nearly seven years of time. During the continuous upgrading of technology, expand products, improve services. And only goods will, a shop, red children, such as electric business giants, from the line to form a huge impact to obtain huge financing, occupy E-commerce luxury, fashion, maternal and infant market, almost all of the half of the time is not more than 1 years. In contrast, it can be seen that the electronic commerce brand playing power time is surprisingly short.

Although the brand development is too fast, whether there will be sequelae is still unknown. But the traditional brand and the electricity commodity card's formation, the profit, the expansion time compares, may see the very obvious difference. In the brand from the establishment to the consolidation, each process is always unaffected by the economy, environment, purchasing power, market opponents, customer consumption habits. Also determines whether the enterprise can survive tomorrow. Because the product becomes the brand, only then means the market truly accepts, only then means its has the loyal user, only then means has the ego to promote the vitality.

Although the brand can not be said to create a shorter time the better, but it is certain that the shortening of the brand creation time, not only saved money, time, energy, but also increased the success of business opportunities and profitability of the possibility.

The root cause of this phenomenon is that e-commerce is fully open and the global spread of the advantages of no difference, all products directly presented to hundreds of millions of netizens. Virtually reduce sales costs and promotional costs. At this time, for many of the original only engaged in production and processing, OEM, Agent Management, as well as channel advantages, promotional advantages, marketing team Advantages of enterprises, created the opportunity to open up their own brands. Coupled with a number of mature electric dealers, with the ability to incubate other electrical goods. Can be a card to help a large number of production, business-oriented enterprises out of sales bottlenecks and market bottlenecks, so "before making products now brand" has become a traditional business e-commerce objectives.

Of course, a network of products, from "brand packaging" → "Promotional Design" → "image display" → "Customer perception" → "New product development" until become a wide reputation and experience degree of network brands. Not necessarily a long time, but also must be in the network platform selection, target population positioning, product concept planning and propaganda strategy precision and so on, to achieve a perfect unity and integration. From a new product into a brand with a wide range of users, the key is the good brand image and user awareness.

Today, "V platform, Mai Lin" and many of the commercial mall are helping production, business-oriented enterprises, the common packaging and build their own brands. On the one hand can realize the benefit maximization of both sides, on the one hand avoids the enterprise does not have the weak marketing planning team, lets the enterprise vacate the energy to use in the design and the production better, both sides have realized the complementary advantage. Taobao, the largest internet shopping site in the market, is the "dream Paradise" of countless grassroots shopkeepers and grassroots businesses from scratch.

Although every day there are people happy people worry, and only a few shopkeepers "overnight Huang", but after all, the victory in the commercial war is always only a few, this is the inevitable law of market development. Amoy brand has become an important part of the Internet commodity brand. Although Amoy brands do not yet have the full meaning of the brand elements, but every day nearly 70 million of potential buyers generate the world's largest purchase demand. Amoy brand has become an indispensable part of E-commerce market, but also has a good self-profit base and the conditions for the cultivation of new brands.

In contrast to the offline many brands in the initial period of creation, due to lack of profitability or promotion of the lack of cost and premature death. Low cost, high aging become "Amoy brand" or electric platform "platform brand" for those who originally unknown want to move to a well-known brand of enterprises to add power.

When the product grows to "electric commodity brand" or "Electric business platform brand", it is bound to be driven by the market and capital, start animal power to carry on the second round of brand marketing layout. At this time the brand will inevitably be subject to the original environmental restrictions, encounter the bottleneck of marketing development, so that brand building can match the current development status quo, will be "electricity commodity brand" or "Electric business platform brand" in the middle.

The expansion of the brand does not mean that the tacit spending to "burn", the result is likely to increase market risk to form "internal injury." E-commerce between different brands, although seemingly all targeted at the same target crowd, so there is a huge competition. In fact, the above mentioned, platform brand, electric commodity brand, well-known brands are mutually supportive, complementary iron triangle relationship. This unique marketing model, but also in the e-commerce collar, emerging new brands can rely on well-known brands to continuously increase their own strength. Brand with well-known electric dealers or brands to cooperate occasion, expand brand influence, complete brand expansion.

From Taobao grow up Amoy brand Spokane, in 2009 annual sales close to 40 million, after several years of precipitation, joined the V service platform, began to build E-commerce brand national strategy of the route. has obtained a round of investment from Lenovo Venture, the amount of tens of millions of yuan. This is also the following wheat bag, seven, green box after the fourth home to get the wind to invest Amoy brand.

Wheat bag as a "Amoy brand", its rapid development: 2008 sales of 3.8 million yuan, 2009 growth to 20 million yuan, 2010 to the current sales revenue has been billion, three consecutive years to 10 times times the speed of growth. The wheat bag has also completed the second round of financing of 15 million U.S. dollars, becoming China's largest E-commerce platform brand luggage.

Today, "Amoy brand" around Taobao platform this core base, they began to build their own web site and multi-channel expansion, to open a solid and steady pace of expansion. Become the Jing Dong, when, Fank, such as E-commerce platform in the eyes of the "hot", also become IDG, TPP, DCM and other capital chasing Darling, from low-key conservative "can earn some money on the good" to "be VCs", they unknowingly became the media exposure, peer envy of the focus.

On the other hand, such as the Mai Lin's own brand Euromoda, rampage and other "electric platform brand", but also in the high-end brand channel in the downward March. Taobao and buy the site through the distribution, will "Amoy brand" integrated into its own platform, with its own "electric platform brand" sales. Mai Test forest station, has been settled Amoy brand has seven, crack silk, pink doll, such as big cloth, these brands have a distinctive original design color, before Taobao has accumulated a considerable popularity, the annual sales of billion. Complement each other on the Macaulay website.

Of course, whether it is bottom-up, or bottom-up brand marketing strategy, all need to test the quality of products, culture, appearance, service. Therefore, in the brand Foundation and Channel, on the independent brand Marketing road, we should pay more attention to the brand packaging, publicity, renewal and extension and other links.