Grassroots electric dealers, transition label do you have it?

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2013, the worm Yonago was bought by the Camel, the first language was acquired by the Mann ... On the one hand, many rely on the internet to grow up the brand is difficult to escape the fate of shuffle. On the other hand, the Mann, split silk These styles are obvious, strong brand Amoy not only survive very well, but also in the double 11 repeatedly to create success, was once served as a new generation Amoy brand Idol. This lets many still in Taobao market hesitation of grassroots electric dealers, as if to see the dawn, eager to change. and 3721.html ">2014 years, was predicted to be the Internet brand transformation of the year, the premise of the transformation is to survive, first look at the survival of the grassroots brand, what labels?" This article takes the cat Hongnei underwear flagship store as an example, analyzes the grassroots electric quotient to have several labels.

One of the tags: products adapted to internet sales

The number of commodities in Taobao market in recent years, Taobao is far more than the beginning of the 2006, turned over do not know how many times, and is therefore, many small and medium-sized sellers, and even large sellers, often complain about today's Taobao market is difficult to do, a product competition between businesses increasingly fierce, the price war to reduce the profit space is getting thinner; New passenger drainage costs are also rising, which makes the original profit has been reduced the sellers are miserable.

In fact, it is not difficult to find the split silk is the national wind, the man is focused on the art of cotton and hemp, the former emphasis on style, the latter focus on material. Assuming that these two brands as a line of the next entity shop, even in the crowded downtown, love the national or cotton and hemp consumers are always not in the majority of the face of high rent and other financial pressure, physical stores will eventually face survival problems.

And these seemingly walk slant brand, just is the internet era E-commerce development, gave them the space and opportunity to survive. Because you focus on one style or one material, the market audience is very few, although the market share is very small, but not without demand, for such styles, materials have a preference of the crowd market must exist, but online under the same and needs of people gathered, so the living space is difficult to predict.

But the Internet E-commerce platform is not the same, with the help of the Internet platform and advantages, easy to scatter all over the corner of the needs of consumers dug out, gathered together to form a purchase. So this kind of special style, material brand, only use the Internet e-commerce characteristics, expand the original narrow market share, and finally let the brand find a way to survive.

The current Amoy brand, looking for the market, relying on products to adapt to the internet characteristics of the grassroots more and more, Hongbox is one of them. 2011 is the birth of the SpongeBob, in received a girlfriend gift of red underwear, accidentally discovered SpongeBob underwear gift market, then created Hongbox brand, selling men's SpongeBob underwear gift box, and opened the cat Hongnei underwear flagship store. In contrast, the line under the SpongeBob brand stores to sell SpongeBob underwear, feng shui ornaments mainly, although the number of shops is not small, but most of the business is dismal. And in the Internet platform, grass-roots brand Hongbox Use SpongeBob this demand point, but can quickly cut into men's underwear market.

Label bis: Around the product, upgrade value

In a category, if not particularly strong and have a certain well-known brands, there are opportunities to subdivide well-known brands, such as mother and child, car accessories such as the category. Any from the fine classification of the grassroots to start the electricity business, the population radiation small, the market is not large, if you want to enter the market, to obtain consumer recognition, only to meet the demand is certainly not enough, but also to work hard from the product. And a lot of grassroots electrical business is the most common practice from the material, packaging and other angles, around the product to give a different value, so these also become a grassroots seller very typical label.

Packaging is in line with product positioning. Good products, not only refers to the quality of the product itself to pass, but also include whether the packaging is exquisite. Good packaging can bring people a sense of pleasure, increase consumer recognition, enhance the value of products and brands. So hongbox in the packaging design up and down, from more than 100 packaging design to pick out a section, not only to make the product looks more high-grade, but also for the gift market, the exquisite packaging can increase the recipient's sense of surprise.

The material differs from the market mainstream. Men's underwear market mainstream material is modal, Lycra these fabrics, and in fact Taobao sales of those underwear used is not the best modal, Lycra fabrics. In order to distinguish between treatment, so that consumers wear after a different experience feeling, Hongbox selected is the United States cotton. Rowan said that although the use of this cotton as a fabric, increased the cost of the product, but as the fabric of "luxury", cotton fiber is more representative of a quality. And cotton in the softness, strength and lustre and color degree are much better than the others. Such a choice, is undoubtedly to the product itself added added value, so that consumers experience a different sense of quality.

Process more excellence. SpongeBob underwear underwear, is fastidious is the color, but in the Chinese custom, the color is redder, represents the SpongeBob's movement potential also to be flourishing. Therefore, on the control of the red, Hongbox choose the Chinese Traditional red, and on this basis for a little improvement, so that the red on the underwear on the more bright bright, so as to be more close to the purpose of the product itself.

Label three: Avoid customer price competition, find the market blue sea

By virtue of the fine classification of the market into the grassroots electric dealers, although the market radiation is small, shop SKU is not much, but can avoid the market average customer price, this is another of their very obvious label. For example, Taobao men's underwear market average customer price in 30-40 yuan, and Hongbox shop only 10 commodity sku, but can maintain the customer unit price in 300 yuan, cleverly avoid the market average price, do not let themselves not fall into the vicious competition prices.

Deal with the market, sales Youdao. Hongbox focus on doing the SpongeBob gift box, because considering the purchase of Hongbox consumers in the majority of the purchase of the majority of gifts to the boyfriend or relatives. From the point of view of gifts, a single pair of underwear, it seems too shabby. So Rowan thought with the concept of gift box, packaging SpongeBob red underwear products. A gift box contains: three pairs of underwear + two pairs of socks. Whether it is donated or used for personal use, can basically meet the demand. This way of matching sales, to help Hongbox cleverly to avoid the current Taobao market underwear, socks market price, so as to avoid the formation of vicious competition with similar products.

Value-added services for convenience. Value-added services, refers to the purchase of products after the provision of other related ancillary services. In Hongbox that is to write greeting card business, taking into account the store's customers buy goods, the vast majority of the goods will be given away, so the store provides on behalf of the Greeting card service, buyers as long as the message or Wang Wang to inform customer service needs to fill in the blessing language, Hongbox on the provision of traditional So that consumers can enjoy a one-stop convenience.

Combine the crowd, create the shop atmosphere. Hongbox Although the current stage of the product is mainly men's underwear play, but through analysis, consumers are basically women as a large majority, Occupy 80% of the share. Familiar with their customers, Luo Wen made the adjustment is to decorate the tone of the shop, not only to red for the penetration of elements, and to look warm and natural, while lively, cartoon from the female consumer easy to accept the decoration style, from decoration to capture the hearts of consumers.

The transformation sample of the grassroots electric dealer and its reflection

Like Hongbox, with these labels of "small but beautiful" grassroots electric dealers, although in the initial stage, with fine classification as a point of cut, quickly open the market gradually gain a firm foothold. But after solving the basic food and clothing, we have to face the problem of how to transform. First look at two successful transition samples:

From single category to multiple brands

Batio brand as the main line and core, expand the brand, to product function and positioning, to enrich the cultural connotation of the brand. In the early days, Batio as the focus of product research and development, the introduction of Batio-free brand to impress consumers, so that Batio can rise rapidly in the market. Then after market research, and launched the Parvati Europe U convex space, to U-type package functional products, after the launch, that is, leading the market trend. Batio Select the development of a single category of multiple brands to achieve the road to improve sales of enterprises.

From single brand to multi-category

2009 Crab Secret with a pair of underwear on the head of the poster, advocating "will breathe underwear" to reflect the quality of its cotton materials, cut into Taobao men's underwear market, and in a period of time by more consumers favored. Then, the crab secretly borrow men's underwear for the market entrance, now carry out a multi-category strategy, product line no longer focus on men's underwear, and to men's underwear, lingerie, home service expansion, to achieve a multi-category strategy.

From one category to many brands, the competition is the design, from the single brand many categories, competition is the supply chain. "Small but the United States" grassroots electrical business to transform and upgrade, first of all to understand whether they already have these unique labels, and then combine their own timing, to find suitable for their own transformation, in order to the future of the electric business road, better towards the brand dream stride forward.