Electric business industry has bid farewell to the flow dividend period, Amoy brand is experiencing a round of shocks and shuffle

Taobao sellers at the annual meeting two months ago, Ali Group vice president, mobile phone Taobao responsible for the seizure of "small and beautiful" on the previous Amoy brand structure "diversity" transformation. Perhaps "small and beautiful" is the Internet environment of their own brand entrepreneurial direction, then how do we embark on this wave?

Send Generation Network "potential Road" column Phase I: After the "Amoy brand" era of entrepreneurship-new Internet environment How to build own brand?

We have invited the "Starlight Gathering" founder of the Electric business incubation platform, Baowenzing, a lecturer at the School of Business, and the founder of Feng Lizhong, the brand consultant and the communications company, discussed this topic. Two guests have many years Amoy brand trader experience, it is worth mentioning is Baowenzing teacher is now beginning to do "red small material" silk stockings own brand entrepreneurship, indicating his new internet environment to see their own brand entrepreneurial opportunities. Another guest Feng Lizhong teacher, in the brand consultant and dissemination of work in the Pan Jia Mask, Mondeo Europe, seven wolves and other successful cases.

Let's listen to the answers to their questions about sending a business question:

First, private brand entrepreneurial opportunities, difficulties in where?

Baowenzing: From 2014, the electric business has entered a big cycle of the new decade. The most typical characteristics of this cycle are: Platform pattern molding, the industry pattern of basic molding, marketing costs rise, consumption tends to rational, to understand the power of the traditional enterprises began a large counterattack. In this sense, the electric business from brand Entrepreneurship 2013 years is the last year, 2014 years later, will be basically not from the brand of entrepreneurial opportunities. If there is a chance, it is prudent to choose the industry, the choice of those in small-scale rise, but the future space for industry, and the brand pattern is far from forming the industry. such as my choice of stockings is such an industry, the industry is huge, but the basic is still in the relatively low-end of the large circulation development stage, do not say the brand pattern, is the real name of the brand has not yet appeared. This provides an opportunity to start a brand venture. And then quickly update the iteration of the industry, such as catering, daily, electronic and other industries, if you have mastered a new technology, there will be a chance to create a fresh brand opportunities.

Feng Lizhong: What are the opportunities and difficulties of private brand entrepreneurship? Opportunity is now you have more tools, more opportunities to play your advantage, the difficulty lies in how you recognize yourself, see their advantages!

Second, how to correctly cut into a category to do its own brand?

Baowenzing: In a more mature market, do since the difficulties of the brand, the biggest is the funds, how to find ways to survive and can develop, the capital is the most core, followed by product quality, truly excellent product quality is in the mature market can withstand the essential strength of testing; The third is the brand's marketing ability. We look at the ups and downs of this year's brand, those in the last three years, improve product quality and management level, and understand the brand operating rules of the enterprise has grown, but also can continue to develop, but most Amoy brands, relying on the price war, platform resources, or operating skills to grow up, such as the grass of the wall, the wind changed, Basically hung up directly.

Feng Lizhong: You have to understand how to pull a few layers of consumption, from the consumer, from the manufacturing capacity, from technology and management, from different forms of interaction, so, to cut into a category first to think about how the needs of this category is generated? What do you look for in this demand?

Third, in building their own brands need to do the basic work? Two-bit can be shared with their own experience.

Baowenzing: The first is to the industry strategic turning point of deep thinking and grasp. I believe in this sentence: tactical diligence is not as lazy as strategy. Without a successful strategy there is no success for the enterprise. As at the end of 2011, I help a small business of less than tens of millions of pharmaceutical companies as consultants, I prescribe three: cut off the consumer, focus on the cat, training strategic suppliers, rob eight categories of Head Mountain, establish a training system to ensure the supply of talent. The business has been up to 700 million yuan in three years. There is home to do household goods, offline are wholesale business, there is a cat flagship store, did more than a year, the monthly sales of less than 300,000. I spent 45 days to increase its monthly sales to 1.5 million, how to do it? Very simple, let them reduce the sales price from 19 yuan to 9.9 yuan. Why, according to the three paragraph of the development of the standard product industry, the new technology products have come to the eve of popularization, see who first cut the price. Later, I helped them to do a second store, from the formation of the team to the monthly sales of 2 million, spent 40 days. The same way. Second, the supply chain is to do the most effective construction, the supply chain, including plant resources, quality testing, inventory turnover plan, sales plan. The core of the center is product quality, product design differentiation. Third, the team. You must prepare for your self branding career a team that can work with you!

Feng Lizhong: Three elements of brand operation, product strength, image strength, marketing power, Brand is a group of people's understanding of their own life, the expression of their own life philosophy, the adherence to their own taste, product light in the image of the link consumers simply not enough, from the product force you need to consider is the consumer's surprise point, But make sure that what you do is for the consumer, and not for art collectors, you have to ensure that the relevant products in the quality and design of the existence of logic and common genes, products rely on the existence of demand, relying on packaging to attract consumers, the first time after unpacking the packaging to give up your products, only to ensure that the 1th, You have the right to consider the image and marketing force, the two common work is to compete with the ability to make differences, covering the cost of consumers has been approached to zero, but the cost of interactive consumers has been high to the enterprise can not be covered with profits, do? No way, competition is so cruel, but you still have a chance to expect your products can keep your customers, otherwise? You know!

Four, compared with the PC Internet age, mobile internet era to do their own brand entrepreneurial advantages embodied in where?

Baowenzing: Mobile Electric, it's still in a beautiful, but confused stage. and mobile electricity quotient than PC electric quotient, difficulty is bigger!

First, mobile electric business is not so much a new brand to entrepreneurial opportunities, rather than to the traditional large enterprises to achieve vertical integration of business opportunities. I suggest that we all read about the history of small businesses in America. In the United States, the prosperity of small enterprises in two stages: first, before and after the founding of the second is the rise of Silicon Valley. I don't have much explanation for the specific reasons. After this, basically is the traditional big enterprise's world. The traditional big enterprise has a kind of wolf nature: Industry chain All-in-one. The mobile electricity trader has opened the O2O mode, this model is really advantageous to the traditional enterprise. The reason is simple: the marketing of mobile phones is more difficult, the cost of acquiring users is higher, the cost of maintaining users is very high. For a start-up enterprise, it is too difficult! Unless you have lei that kind of capital strength. And for the traditional enterprises, it is simple, they have stores, they can store as a user, to maintain the relationship between the new platform. To achieve the store from waiting for business, to the fans to expand the user's transformation, extremely smooth and convenient.

Second, the mobile electricity business has opened the enterprise and the user depth communication opportunity, will the enterprise and the user information asymmetry disparity gradually shrinks. Once the mysterious big enterprise mastered this, its many years of story accumulated more fermentation power ah!

Feng Lizhong: PC era We are the Internet, turn on the computer, keyboard and mouse, browse the Web, standard action, everyone on the internet up and down! Mobile internet age? We are online! Moving the end of you have been there! The biggest difference with the PC era is to congratulate you, you can 24-hour digital existence! What are you, a consumer? Same! Then we discuss two times for the comparative advantage of private brand entrepreneurship, mobile internet age you have the opportunity to first from the consumer to get the ending, and then to consumers to tell the story of your brand! Some say it's a public chip, said is the genetic test, said is the crowdsourcing, said is the big data, these are unimportant, the important is you may first and the consumer through the information exchange constructs a fictitious scene, this scene can finally help you to get you to want the brand, but in the PC age? Consumers to accompany you toss the time even consumers themselves are not guaranteed, and mobile Internet is definitely not just mobile phone! As long as you are willing to plug yourself into the mobile Internet as a plugin, the time you fragment is destined to be your favorite brand!

Five, how to play the micro-blog, micro-credit and other social media in the role of private brand building?

Baowenzing: This question has been answered almost in the above, as to say Weibo, micro-letter, but interactive tools.

Feng Lizhong: People gather in the society, micro-BO, micro-letters have the ability to bring people together, for the own brand, more effective simple and quick to find and brand demand, style can reach a consensus of people, and its simple interaction, is the application of micro-BO micro-letter advantage of the gene, looking for people, interaction, poly, communication, diffusion, verification, Word-of-mouth, Transform, accumulate, and then find someone! The whole network marketing path, scene, resources, division of labor, landing, these can be used micro-letter, micro-Bo to provide support, but remember, the brand's own product sales, you do not use the above method, the brand is to ensure how the most long-lasting link consumers, sales are seeking the shortest path to the transformation of consumers, logic is not the same, with can have, Assessment do not mess, do not expect to send a post can be hard to use, thinking is not the same, the emphasis is not the same.