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

Starting from 2009 to do the beginning of the operation of electric dealers, has been in the traditional brand and network brand dealings, three years later, the traditional brand in the dilution of the brand potential energy price war on the road more and more away, simply look at sales, the past few years the traditional brand network sales have a huge increase But if there are organizations that conduct traditional brand value surveys on the web, I believe that these traditional brands, in the view of the network audience, are much more diluted than the sales of the network.

On the network brand, some have been waiting to die, because to maintain sales can only be more and more ads, the price is getting lower, more and more styles. But we have to dissect these three ways to see, advertising is to increase the cost of the way, more and more styles are increasing the cost of inventory increase the way, the lower price is bound to result in lower profits. In a cul-de-sac where costs are getting higher and margins are getting lower, many people will feel that size will have an advantage, but it seems that advertising increases and style increases, and prices fall, do not bring an ideal scale benefit for sustainable competition.

In turn, we simply pay attention to "network brand background and consumer psychology", it should be said that 2008 is the Chinese network brand to enter the market in a year, 2009 is a large number of network brand growth of one year, 2010 is actually the best time for the Network brand transformation, but many brands have been missed, 2011 Many network brands began to feel the market does not give force, but has been impotent, 2012, has been to an upgrade or die phase.

Network brand background In fact and the development of E-commerce in China and the 2008 global financial crisis has a great relationship, in 2008 years ago Taobao is the main body of China's network sales, but Taobao is equivalent to a super stall, fakes, stalls goods, parallel imports, counterfeit and so on a large number of low-end products gathered here, At this time the core is sales, because there is no sales is to die, not to mention in the booth on brand building is also an anachronism, because so far it seems that there is no one brand from the pendulum to become well-known brands.

And this period of network sales mainly constitute a group of students, graduates of employment difficulties, pop, so for these groups, survival and cash is the core, no sale tomorrow will have no money to eat today, although this is a bit exaggerated, but this is indeed the seller of a survival status, so let them understand " The network is a new media, sales of new channels, brand new Market "A little Arabian Nights, because to them the network is a selling channel."

To 2008 years Taobao Mall appeared, this is equivalent to the side of the stall has a commercial plaza, so some of the sellers to make money in the store began to open stores, this time to start on the trademark, brand number of some concepts, and as more and more traditional manufacturers of foreign trade enterprises began to realize the importance of E-commerce, They also started from foreign trade into the domestic market, began to do the so-called Amoy brand, that is, register a trademark, began to open a shop in Taobao mall.

Because at this time the traditional brand entered a few, and Taobao promotion costs are relatively low, so some daring enterprises began to use "Advertising + low-cost" strategy began to establish the so-called Amoy brand, then often met some uppity Amoy brand business owners, in their eyes that is basically who, Such a lot of time is derived from their sales and traditional brand sales compared, at that stage, many Amoy brand sales than the traditional brand in the network sales are still large.

The traditional brand in the network sales less than the reason for the network brand is also a lot, on the one hand, the traditional brand that the online market is not big enough, in the traditional enterprise with the boss chat, often say if online sales 100 million, can account for my overall plate how much? That's true. On the other hand, many traditional brands of E-commerce, especially online sales are too complicated, so there is no special team to run this business.

In 2009 years, the network generation operators this word began to become a hot word, I was also engaged in the operation of this industry, the traditional enterprises do not understand e-commerce does not matter, we understand. At that time we are in the face of business often say the word is: sell fakes we can sell so good, you have nothing to worry about.

So 2009 began to start the network brand and the traditional brand competition, this time the network brand has a certain price advantage, the advantages of reaction speed, but the traditional brand has the advantages of capital and brand advantages, quality advantages.

Starting from this time the network brand began to feel the pressure. In turn, we look at the consumer psychology of Internet Brands: In essence, the network brand is the traditional stall on the products posted a brand that we have not seen, and then began to sell on the network. From the consumer psychology, if we buy a dress in the stall, we are embarrassed to share with friends, but online shopping is also a fashionable vocabulary. In other words, we find a cheap and inexpensive products in the booth we are still embarrassed to share, because it looks very cheap, but we in the network to find a inexpensive products, we will feel that this is a fashionable way of consumption.

But from the Internet brand itself, although sales have increased significantly at this stage, it is not because of the brand, or the cultural connotations and emotional resonance of the brand that it creates, but also because of the price and style of the network brands that the consumer chooses the core of a network brand.

We all know that, on the one hand, China is so developed, style has never been a competitive barrier, in China to speak style only better not the best. On the other hand, the e-commerce industry is not lack of fools and lunatics, which results in a result that only more advertising is not the most, the price level only lower no minimum.

Starting from this node, the brand barrier of network brand has not been established, and the competition of price and style has entered the white-hot stage. The most typical model is the previous factory is to a network brand production, when he found that the network can be so sold in the time, not to give him production, but their own register a trademark began in the network open shop, style, the price is lower.

Since then, the network brand began to shuffle, but the price war is like a woman's clothes, take off very easy to wear back to have difficulties, like today's Shu Qi, no matter how much she today's achievements, most of us to her cognition, she is a top off clothes on the star.

(To be continued) ）