On camel traditional brand and Amoy brand

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Double is over, but the discussion around the double 11 is still continuing, last week, wrote a "camel 380 million leading double 11 big plate behind what things to do" response is very good, there are several traditional brands to the author of the traditional brand to inquire whether there is a chance? The answer is clear, it is now the traditional brand into the maturity of the electrical business. It's getting late now.

Two years ago there are traditional brands and Amoy (electric) brands who can develop a better market in the electric business debate, and from the days of the cat double 11 sales results to see the conclusion has been very obvious, the more mature electric business market for the traditional brand more favorable, and the so-called traditional brand and Amoy brand will gradually eliminate the boundary.

The change of the traditional brand power industry

This year, the double 11, the traditional brand broke out, most of the first three of the category have appeared in the traditional brand figure, some of the first three or even all of the traditional brand occupied, and another double a broken billion club 17 members only 5 Amoy brand, accounting for the comparison last year, It can be said that this year is the traditional brand in the electricity market rise of the year, and this year double is the stage of their rise.

Today's cat has been the traditional brand occupies most of the Jiangshan, and initially formed a camel-headed, Raleigh, Jack Jones pillars pattern. Camel has three years in a row to dominate the day cat 11 apparel category, the supremacy of more stable, other traditional brands to the cat on the day to shake the camel today at least need years time. This is not to say how dazzling the camel's sales performance, but the camel in the past four years attaches great importance to the electricity market and made adequate preparation, including product design, storage construction, talent reserve, Singles Day of work, spell is long-term strength, camel 3 consecutive titles should not be accidental. See "Camel 380 million leading the double 11 big plate behind what things."

It is necessary to add that in the traditional retail market, camels and Jack Jones each blossom, but in the electricity market, the single brand, the camel has surpassed Jack Jones. Jack Jones is Ling to the group's brand, Ling to the group also has selected, only, VERO Moda three well-known high-end fashion brands, the industry has "no ling-zhi, not the mall," said. Camel Apparel selection in the field of electrical business to do brand expansion, the intention is to borrow the good momentum of the development of the electric business to achieve multi-brand multi-category strategy, now the camel in addition to its own operating men's shoes, women's and outdoor and other categories, just recently acquired Amoy brand Bug Yonago officially into the women's Traditional brand expansion of a category or to create a new brand is very high, and in the electricity market for category expansion of the play is worth other traditional brands for reference, today's electricity market still has sufficient market dividends in the traditional brand.

Camel deep-Plough electric quotient double

From the camel in the electric business market development, its acquisition of women's Yonago is not a whim, but planned through the electricity market to women's clothing industry penetration. This year, the double 11 camels made men's shoes, women's shoes, outdoor three single category first, while in women's clothing camel belongs to the full space, women's clothing market has been the largest one, so the camel to do the women's business development of the natural extension of the choice.

However, because of the fierce competition in women's market, to create women's brand is very difficult, camel to start from scratch may miss the current electric quotient bonus period, so the camel chose to buy Taobao C shop women's brand Yonago, in the Yonago on the basis of the development of women's clothing brand, this is a shortcut, and this acquisition also triggered the industry's infinite reverie.

The purchase Amoy brand exists the risk of team integration, although all are doing retail business, but there are big differences between the electric business and the traditional retailing, if the internal discord leading to serious differences will seriously affect the acquirer's development plan, after the acquisition of the case of infighting abound, camel mergers and acquisitions of small insects yonago also exist such risks.

A variety of marketing models, how to integrate the existing brand resources advantages, innovative marketing tools, to join the 11 marketing battlefield, is the brand to achieve a double 11 The final victory of the key step. And the 2013-year double 11 biggest winner Camel, is by virtue of a combination of successive marketing, domineering set 3 consecutive titles, 3 categories of the first into the bag.

Many outdoor Tatsu people and the industry electric Business Big V, the same time to change the Camel dual 11 exclusive micro-Bo Avatar, is the camel double 11 in the early stage of a fan marketing action. Realize the transfer of the brand viscosity of the public groups and ordinary consumers, as well as the spread of the brand information dissemination effect.

Game marketing, but also gradually become a very taobao characteristics of the marketing model, the year before the camel in the "charter to send the Spring Festival home" when the first launch of the game after promotion, for two consecutive years. Listen to insiders say, next year will give up the game, because the customer has shown fatigue. However, this year, the German-built "put pigeons" online game, borrow double 11 but bring the industry's high degree of concern.

Let the brand-specific spokesperson on the micro-blog for the dual 11 audible, is undoubtedly the spokesperson marketing the fastest way to show the effect. Even without a spokesperson, find a spokesperson. Camel's brand spokesperson Han in 11th, through micro-Bo published the daughter of Han Xiaono Meng Zhao, not only to win the Netizen heart, and Chen Yao, Zhao Wei and other star mom Interactive join, quickly let it become a micro bo "Hot topic" real-time overlord. Perhaps some people will doubt that Korean humble Bo not directly for the camel double 11 refueling, but in the double 11 the day many stars have action situation, this way can be prominent encirclement, this side of the spokesperson gas attention to increase rapidly, camel on this side of the Han-Han ads to attract a large number of clicks, in-store conversion rate is further enhanced, the two can be said to pull each other. Anti-Lin the day of the olive oil lovely delivery, Tian Sun 11 daughter version of a buy list, and so hard wide effect, have failed to get the media automatic push, submerged in the double 11 vast information.

Double 11 of the day's spokesperson marketing promising, but there are also a negative example, that is the Pathfinder spokesperson Feng "gossip incident." Sina will push it to the headlines, on the surface Wangzhang love although the attention, but Feng personal reputation but to the lowest, long-term look, since the loss of reputation, style is not high, irresponsible public opinion, will be the endorsement of the brand caused by difficult to estimate the brand loss.

Camel in the spokesperson marketing also has the following recruit, is to enable another spokesperson, Shanghai Volkswagen 333 Racing team sent the champion Gaofu race driver Gaohuayang to the fans, while in Guangzhou, Porsche luxury car delivery. Both groups of delivery in the visual concept of the creation of a foot stunt, led to Taobao home, Tencent Mini home, South TV, such as a number of media active news reports, the south sent three uncle also actively forwarded ridicule, only Taobao home page clicks on the million. In fact, camel on the same day in Beijing to let branch responsible for delivery, but because the lack of news points completely without attention.

The traditional brand is in the local brand crisis

Do not talk about marketing, back to the next we say the traditional brand of electrical business development. After more than two years of time with Amoy brand competition, traditional brands have prevailed, the future Camel, Raleigh, Jack Jones will continue to lead the traditional brand to the electricity market development, as more and more traditional brand began to net, can be foreseen in the next day, the cat double 11 o'clock, tens of millions of levels of brand competition will be more intense. Entering tens of millions of levels is the first step to the breaking billion level, only in the electricity market to form a leading brand will have the opportunity to obtain more electricity business dividend and greater market performance.

Traditional brands have entered the electricity market for Amoy brand is unfavorable, the overall growth of the electric market has been unable to meet the many traditional brands net gold rush, so there will inevitably be a traditional brand grab food Amoy brand situation, and double 11 after the sales performance rankings also confirmed the emergence of this result.

Now in the days of the cat, other categories of Amoy brand has been in the competition with the traditional brand has shown a decline, only the women's category is still the world of Amoy brands. However, women's Amoy brand pattern has not been completely stable, Amoy brand between the group and joint marketing and competition, but also to face the traditional women's brand European Time Force, only and other strong challenges, the situation is also very urgent.

There have been many Amoy brands persist, began to sell to the traditional brand situation, GXG, Yonago in this year has been Senma and camel mergers, and then perhaps more similar situation will occur. In fact, the sale of the brand is also a good choice for Amoy, after all, the next clothing market competition will become more and more intense, the traditional brand giants will quickly pull up the market competition costs, early exit is also a good thing.

Conclusion: Amoy brand and traditional brand boundaries will be blurred

Although now the electricity market Amoy brand pains, traditional brand rise, but the future is the same. One more and more traditional brands began to enter the electricity market, and secondly in the O2O wave many Amoy brands are also looking for landing opportunities, the future Amoy brand and traditional brand boundaries will be more and more mode, will eventually be the brand and brand competition. In fact, Amoy brand is also taobao in order to promote itself and set the concept, and now this concept has been inaccurate, it is time to jump out.

Wen/Wang Liyang

Micro-Credit Number: technology does not vomit (Tucaokeji)