Network brand's outlet: Brand upgrade or Die (next)

In front of http://www.aliyun.com/zixun/aggregation/8973.html "> Network brand price without the bottom line, reaction speed, familiar with the network rules these points in the traditional brand funds in front of basically not what competitiveness, And a lot of network brands start by themselves to build a business website or go to the line down to open shop and so find the way to death, but the network brand is not hopeless? In fact, not necessarily.

There is a network brand of the boss once and I explore the line to open shop things, my first reaction is not reliable, then after listening to me I feel that the fact that I was wrong, his idea is that I want to do on the network brand, so I can not play in the network price war, but my inventory how to do? I can only find a line of the channel to clear off, so the damage to my brand is the smallest. After listening to this passage, let me be enlightened, many brands put online channels as a clear inventory of the sewer, and network brand began to put offline as a clear inventory of the sewer, this case by many traditional enterprise bosses see, their feelings why AH? So the network brand to go offline is not necessarily to find death, depends on your strategy is what.

Of course, the establishment of their own business may not be dead, if you want this platform to sell, that basically make ends meet, but if you think of this platform as a CRM platform and audience interaction platform, through this platform to build consumer feelings involved in the brand is also not.

So in this correction, I said that the network brand or brand upgrade, or die, is not to say do not go to the line, not to establish a brand independent of the company's website, but if you do not get rid of "huge advertising to buy traffic + no Bottom line price war + style winning large inventory" model, that basically find death or die. How do you get rid of this puddle?

We turn to see a few examples, China can produce converse such shoes square has at least 10,000, but why the converse can sell to hundreds of, and every customer can only sell to dozens of, stall can only sell to more than 10? Because converse is no longer a pair of shoes, because converse is a kind of "free and unruly" culture, even a pair of broken and dirty is the standard of a literary youth.

Also for many network brands, in fact, your product is from the wholesale market or traditional brands where the style bought, so the style itself is not your core competitiveness, you can buy the style others can also buy, so to make the style into the core competitiveness, it can only develop a large quantity of style, This will inevitably result in a huge amount of inventory, such a result is not a huge loss, even if money, to the end is to make a warehouse of goods.

The purpose of the brand is to create a brand premium, through the brand value of consumers to change the product price and value of the knowledge, but the network price war is in the bottom of the line to pull down the value of the brand, so often heard some businesses lose money on the gathering. In turn, what does it take to get the money back? Many network brand response to the consumer group is the lowest customer retention, because their purchase hotkey only one keyword: the pursuit of benefits.

Speaking so much, in fact, is a point of view, most of the day-to-day consumer goods from the product to do the nature of the difference is actually difficult, after all, there is only one jobs in the world. But brands can create consumer perceptions of brand differentiation, I often cite an example, mineral water may be the most homogeneous product in the world, but wow haha, master kang, Farmer Spring, King, Yi Bao each brand to bring our cognition is completely different, beer is the same example, Budweiser, Heineken, Yanjing, Qingdao in the end how much difference in the product level at least no obvious differences, the main difference is in the brand character and brand connotation. Not to mention Coke.

So, the product only satisfies the consumer basic physical function demand, but the brand is brings to the consumer spiritual level emotional satisfaction. The functional requirements of the product are replaceable, but the brand's emotions are sticky and persistent. A less-than-appropriate example, if a man and a woman together just to solve the physical needs, then any one of the opposite sex can bring you the satisfaction of the needs, but if you talk about the feelings of the world may only be the same as you have a few.

Therefore, the competition based on product level is to spell resources, such as advertising, through train, Diamond booth, just like you to a nightclub, those little sister future let you choose her performer bases just to let you notice her, because in essence you choose her and choose others without the essential difference. But if you have a passion for a certain little sister, she doesn't need to behave, you just point her. This is the emotional viscosity and brand ideals.

So the purpose of the brand is to seize the consumer's mental space, into the consumer purchase decision list, so that consumer behavior from search products to search brand changes. This saves the decision time cost of the consumer, on the other hand, based on the identity of the brand, conducive to building trust. When we have a passion for a brand, as long as there is no very unpleasant brand experience, we generally will not easily switch other brands.

But how to achieve brand upgrade? On the one hand, what can you do? If your product is homogeneous, what is your community like? What are their life forms and psychological needs? Through the refinement of consumer emotional needs, the establishment of brand differentiation of the emotional culture, and then through product development, marketing activities, and customer service and other aspects of the brand to reflect the connotation.

This may seem like a lot of abstraction, but if you look at two Web brands, you will understand that one is the first time in the garment industry, from products to pages to packaging, is a tone of things, that is, fresh literature and art; another is essential oil afu, from product packaging to marketing activities to the page experience, its essence is to "Surprise and touch."

In turn, we see a lot of network brand appeal is to buy a bag of wheat bags, buy children's clothes on the green box Although this is a way to seize the minds of consumers, but as consumers, when we see such ads, we will inevitably ask a question, why?

Come back and look at Afu, Liv is essential oil. What do we have to say about that? As soon as you get into his shop, your questions are dismissed. First of all, whether true or false, he put his essential oil packaging seems to be very good professional, from raw materials to consumer psychology, even more deadly is that "Taobao did not sell three bottles of essential oil has two bottles is a."

Many people may ask, is there a chance to start now? My answer is yes, because the existing network brand, more than 95% are caught in the price war Cul-de-sac, did not establish any brand competition barriers, in the next 3-5 years, most of the existing network brands will be out of the brand competition, So it is only just beginning to preempt the brand competition of each category in the consumer's mental space.

First write to this side, tomorrow write the network brand how to brand?

(To be continued) ）