It's too early to exaggerate Shang

Recently, several major portal sites have launched Shang to do an interview article, Eyeful is a compliment, such as "reverse attack behind", "use the Internet thinking to do the travel box", "as a product of ideas to do artists" and so on, as if the product has not been launched has been a cannon and red, transformation success, reverse attack succeeded.

Admittedly, Shang does a good job, a singer, can not be satisfied with just singing, but to the electrical business Cross-border, commendable. In the specific approach, Shang also has a spirit of exploration and learning attitude, simply make the travel box transparent, and users can change their hearts to different styles of the inner liner is very personalized and innovative, in line with the needs of young people characteristics. Ma Puce 6 of the transparent suitcase 698 yuan price can not be said expensive.

However, as bystanders and outsiders, I would like to Shang across the border to do the electric business to pour some cold water, or to say a few suggestions, rather than now say that the success of the attack, as well as a solid study of the electricity quotient, really delve into the user.

First of all, Shang's argument is "anti-fan logic", which is a bit exaggerated. According to media reports, Shang to his position is the investor, namely "still Boss". Although the "Ma puce" series of electrical commodity brand core concept and design by her and the team to complete, but do not want to be labeled "Shang" label, "I hope these products out of celebrity, become popular fashion lifestyle brand." ”

Shang is right, because she clearly has a greater ambition, that is, the MA Puce brand not only to make a small minority of Shang brand, but to create a user-oriented public brand. But she didn't know that when she was around for an interview, when the MA Puce product introduction page is full of Shang photos, MA Puce brand has been branded with a deep Shang, in the want to become a mass brand to remove their own branding, and to promote when you want to play, which may both sides of the advantages of both?

In fact, Shang is a distinctive personality of the artist, in the eyes of the public is mixed, like the love of the marrow, do not like to sneer at. In the Shang of the power of the article comments, netizens formed a sharp two factions, quite still sent and anti-faction. Unconsciously, netizens have the Shang of the natural transition to the MA Puce brand, and this is clearly the MA Puce brand future development of double-edged sword, but also its become the biggest stumbling block of mass consumption brand.

Secondly, Shang respected the use of Internet thinking to do a suitcase, speech will talk about product thinking, it may be exaggerated. Shang's idol is obviously Millet's lei, according to media reports, October 2013, Shang also and idol Lei had a cross-border dialogue, chat topics including millet entrepreneurial thinking, intelligence, future trends and so on. Shang frankly lei to his products made a lot of suggestions. So the MA puce 6 transparent Suitcase, which is sold in yoho!, is deeply influenced by the ultimate strategy of millet single product.

If only oneself is the box control, "Each send sample, will let the team inside two people stand on the box to test the compressive resistance", really is not really the internet thinking. The real Internet thinking, is the continuous iteration of the product thinking, all the user-centric development concept and create quality products to achieve the spirit of Word-of-mouth legend. This is a kind of bone close to the user, and the user interaction thinking mode, countless enterprises are learning millet but many are not successful, can be seen millet is not studious, the internet thinking is not studious.

Again, the Internet thinking is also a double-edged sword, with its own star effect, Shang of the electrical goods card attention, but product design, supply chain management can keep up is the key. I have said many times, millet marketing done well, but in product quality management, supply chain management and other aspects still need to make up, blindly learning millet Shang also do not ignore these aspects.

It is reported that Shang Electric commodity card with the current power supplier yoho! have goods to cooperate, Shang team is responsible for product design and marketing, yoho! products are responsible for the trend of fashion control, product manufacturing and supply chain system, the two sides through sales divided. It's a smart decision, but it's also risky. Yoho! have goods in the electric business industry, although advertised the trend, fashion, but in the supply chain management has no number of advantages, in the end can give Shang how much help also need to practice testing.

Star to do the electricity business is not surprising, in Taobao this concept is called Taobao Star Shop, there are more than 200 major stars settled in, no lack of Andy Lau, Carina Lau, Xiaoming, Tsai and other circles. However, in the Vanity Fair scenery Unlimited size wrist, to the electric dealer but there is "soy sauce" suspicion. Perhaps few people noticed that last year, the cat "double 11" broken 35 billion yuan gluttonous feast, Starlight sparkling Taobao star Shop has not been able to get hot soup. In addition to Taiwan's beauty godfather Niu created a year of sales of the store broke the myth, Du Haitao, Shiri, and other small achievements, other shops are plunged into silence.

In the music of the Shang, to reverse the power of the electricity business is still too early, of course, down the value of the bow to do things, in fact, the opportunity is still quite large.

A shark in the South (micro-trust: Southsharker): To understand the trend of industry development, revealing the truth behind the news, summed up the experience of the Internet. Focus on a shark in the south, read the internet here, because the trend of understanding, can win the future!