Name, Logo, propaganda language, image all new when not waiting

After knowing that although can see the competitive situation, can seek to move, to make up for their own shortcomings, enhance their competitiveness, but this also means that will lose the opportunity, and those pioneers of the gap between more and more big. Even by letting oneself in a perfect situation, it is difficult for the enemy users to "preconceived" concept. has been set up 15 years when the face of such a difficult problem, in Ali, Beijing and east successive exerting force, dominating the market before the two markets, when it is still in and suning easy to buy, shop 1th, Amazon, etc. in the second camp in the tragic fight.

Even if the current through various means to improve their "force", but after all, slowly slow the opponent several steps, want to put himself in the First Army, no amount of struggle seems to be in vain. And in the transformation of the road, when a temporary exerting force, not only let users "dizzy", it seems to let himself in the road to accelerate the upgrade lost direction.

Name, Logo, propaganda language, image all new when not waiting

To "amend" their own in the eyes of the user "book store" traditional knowledge, when do, Boots, began to upgrade their brand image. In the case of domain name dangdang.com remain unchanged, when the aspect of deletion of the enterprise name is not the keyword "NET", while the introduction of a pair of red "round Bell" as a brand new logo. In addition, when the slogan "online shopping" was set up for 15 years, it was changed to "Dare to be". Even in order to and Ali's "cat", Jing Dong's "dog" launched the Pet War, when also launched their own cartoon image-"when the monkey."

has been quietly in the electric business "low-key life for 15 years" when, finally no longer wait, seems to think that they have saved enough strength, as long as the brand image of a comprehensive upgrade, you can inject fashion genes, and then a jump into the first camp. The overall transformation of when there is their own confidence--data show that when clothing sales from 2012 to 500 million yuan to 2013 2.7 billion yuan, become the second largest category when the book, and maintain the growth rate of 100%-300%, is when the fastest growth category. and the proportion of books is reduced from the original 60% to 40%.

But this is far from enough, fashion genes are not just determined by the category of clothing. When in the digital, beauty makeup, home appliances and other aspects of precipitation from Ali, Jingdong is still very far. If the brand image can be upgraded to play a day, that simply all the electric dealers have nothing to do with logo playing.

Double 11 before completing the "Cat dog monkey" pillars too Hard

Double 11 before this period of time, is the major power to compete for user attention of the key period, directly affect the two 11 period of traffic and sales. But is it too risky to choose a comprehensive brand upgrade at a time when other electric dealers are gearing up for a big campaign? Wouldn't it be discreetly if the user's attention was lowered? You know, when the original in this period of attention is not as good as Ali, Jingdong, even with the "15 Comprehensive change" brand upgrade program, it is also difficult to attract users attention, after all, this is not to bring real benefits to users of the initiative.

When it seems to be aware of this, racking your brains to enhance the impact of brand image upgrades. For example, try to let "I am afraid of xxx, but I dare xxx, to xxx salute, dare to do!" "When the body became popular, and in the form of posters in micro-letters, microblogging and other platforms spread. Unfortunately, although achieved some effect, but the marketing means too strong, means slightly old, let many users dismissive. It can be seen that, while shouting to fashion transformation, it is still a lack of fashion taste.

Ali "Cat", Jing Dong "dog" image of the deep rooted, the industry's two giants. Now when the new to improve their brand image, and in the double 11 before the release, is obviously to the bipolar triangle. But it's too hard to be a part of--not enough power, user awareness, and the kind of stuff ... Pillars will not be possible in the short term, and if you look at the market capitalisation of the three, you'll understand that the capital world won't lie.

"Old" mutant "Tide brand" when the gamble may not win

In the case of Ali, Jing Dong still strong, when gambling on their own brand image, but may not win, and even affect the user's understanding of themselves. In the user's cognition, when belong to "old and old", the book is its main, take into account other business. Just "old" suddenly become "tide card", the user certainly is difficult to accept. Just like "Wangzhihe and" curd suddenly announced to enter Haagen-Dazs, Starbucks and other petty environment, the transformation is a bit too big.

When it's time to inject fashion genes into your own, try to play tricks. Recently, it has announced jointly with China Fashion Designers Association that the two sides dang Dhub Designer platform is officially launched. Based on this platform, the international Fashion Week 13 excellent designers of the 2015 Spring and Summer series of new products in when the synchronized online, and realize exclusive pre-sale. But I guess its power is still difficult to the enemy Ali's various "Amoy brand", but also but many of the original Third-party clothing sellers. When the desperate, or doomed to become useless.