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

In the early days of the http://www.aliyun.com/zixun/aggregation/8973.html "> Network brand Development, they have their competitive advantage, such as the price can be discounted without the bottom line, a very simple example, the traditional brand fight price, Offline dealers began to protest, but the network brand and sales price is like the water in the sponge, there is always a squeeze, this is like Taobao mall such a platform like to Amoy brand resources, because for consumers, the most power promotional information must be the entire audience as low as 10 percent package mail such promotional information. But this is not a problem for many Amoy brands, but traditional brands are not.

That's what I've always said, if the traditional brand is playing a price war, in fact, do not need to take an "e-commerce" hat, to the offline, to find a large number of personal traffic, let a few little sister put a stall on the good, so at least on the one hand, lower cost, and the impact of the brand is smaller, online discounts the people know the country, Hem a stall online at least a small range of people know. This is like a lot of Jinjiang enterprises at the end of the year at the Factory Shop for a special sale of the reasons for it.

In addition to the price can be unlimited discount, there is also an advantage is the reaction speed, traditional brands often encounter a problem is a product just started selling on the broken code or out of stock, we all know that they have to chase a single each one months basically out of the way, and so he came out basically the season is over. But the Internet brand is not the same, a product has just started selling, they began to chase orders. So in the early Internet brand, there are basically one or two of them, and these several explosions constitute their sales performance and flow of the main body. So some people began to study how to build a burst, which seems to be the network brand building begotten.

But in turn, to build a bomb is actually like gambling, bet bet on the right to win, the wrong bet is basically a quarter of waste. This is a test of a brand's judgment on the market. Of course, there is a possibility that the explosion you want to build is just beginning a bit of a burst of potential, the damned competitors began to quit the same product with you, and advertising more than you, the price is lower than you, this time entered a dead end of the price war. For consumers, anyway, I buy goods is not a brand, and who buy is not the same buy, save money is kingly.

In addition to the above two points, there is also a point is very important, that is the network brand sellers a lot of things from doing C shop began, so familiar with the rules Taobao, and familiar with Taobao's doorway, such as how to deal with small two. So many people began to study how to report platform activities, what a good deal, what gold coins and so on. But for traditional brands, all can solve the problem is not a problem, a simple case a year on Taobao burned 10 million of the ads for a traditional brand is nothing, but for the network brand is a huge number.

Therefore in the marketing investment, the network brand and the traditional brand already is not in an order of magnitude. What's more, the family is still a brand, that is to say, even if he does not advertise a certain fixed search, and since he is a brand, how many have a certain degree of trust. In simple terms, if a traditional brand of clothing sold 79 yuan, a network brand of clothing sold 59 yuan, the normal consumer is willing to pay for the 20 yuan. Because more than 20 yuan This is a brand, less than this 20 yuan, this is just a dress.

So to this stage, the network brand competition has been very intense, on the one hand, and you are the same quality of the "price style" of the network brand, on the one hand, for you is the traditional brand of giants. Even more deadly is the addition of a new price sticker from time to time for each category.

Because E-commerce for many traditional enterprises is a myth can be a place, remember November 11, 2009, we agent 361-degree store sales on the day 800,000, this thing media reports, many people asked me, day 800,000, one months at least 20 million, a year is 200 million, This is the equivalent of a small regional distributor. And in turn, the line to do 200 million to how many shop rental, how many waiters, how much inventory.

Therefore, based on such "deified" E-commerce, many enterprises, especially before the OEM processing enterprises or foreign trade enterprises feel the opportunity to come, so began to use a lower price, a larger advertising investment began to hope in the network of the world's achievements belong to their own legends.

And at this point some venture capital began to enter the network brand, we all know that E-commerce is a model of light assets, the platform is someone else, the consumer is not loyal, the product is homogeneous, in order to make a company with assets, many network brands began following two kinds of let them die faster way:

1, set up their own independent web site. This road looks very beautiful, because has been a dependant, this has at least one of their own nest, but this site in addition to the boss himself looked very cool, in fact, there is no number of consumers to visit, because the brand itself is no fans, this is like a street singers singing, Originally, consumers pay you just because it happened to meet you in this intersection, accidentally gave you 5 cents, and now you uppity to open a concert, it is conceivable that there will be a few people to your supporters. So this is the time to increase the advertising investment. The result of increased advertising is like a young couple, who had not made enough money to support themselves, and now have a child to raise, so three people are not satisfied. That is, the spread of marketing investment can only make three people are malnourished, such malnutrition can establish sustainable core competitiveness? The results are conceivable.

2, start to shop under the line, this actually looks very beautiful a path, but dissection to see is also a dead-end. It's like a kid who has a good athletic talent at the kindergarten games and suddenly goes to the Olympics. And you compete on the same platform is basically all the best players in every country, so there is only one possibility of success, that is, before the game, these players are the mother of suicide, obviously this is not possible. Of course, the more fatal point is that network brands can do twice times on the network to increase the rate has been calculated, that is, 50 of the production of goods sold 100, but this rate of increase in the line, enough to rent? Is there enough staff to pay? Is enough early decoration input? On the one hand, nobody in the online feel that you are a brand, so less people buy, on the other hand even if the profit margin is extremely low, so can survive?

Price war has been a bottomless pit, this spell is basically half dead, the establishment of their own platform is also malnutrition, offline open shop is also insufficient hematopoietic function. At this time many network brand began to die, that is, to reduce investment, can sell how much, but in the face of China's network of retail growth, does not increase the equivalent of negative growth, which is like running, everyone is running, you stop to go, the distance between you can only become more and more big.

Of course, there is a part of the network brand to think of a magical idea, that is the toilet effect, hoping to restart, the existing network brand is half dead, hoping to build a new brand to start again, but from this concept, basically want to start the road of 2008 again, The same commodity for a trademark, but the consumer has been rational, and the traditional brand is basically online, the consumer by what for you such an unknown no connotation does not have emotional resonance of the brand to pay?

Yesterday I went to a network brand company to interview, she said, now adhere to my existing brand, has missed the golden period, has been impotent, the establishment of a new brand seems to be a more ideal choice, but if only to change a trademark logo, so the way, Apart from walking into the dead end of price and style competition, what is the new way out?