Online Technology v Forum: Electric dealers own brand can be cut into the small

Online Technology v Forum Electric Business Interactive page screenshot

Tencent Science and technology to do their own brands now do have a chance? How to crack the impact of weak brand, the difficulty of promoting difficult? June 5, elegant 100 founder Chen Tenghua (micro-blog), founder of NOP Liu Yan (Micro-BO), electric business analyst Li Chengdong in Tencent Weibo online technology v Forum Electric Business Special session in this heated discussion. The guests agreed that at present, to build their own brands still have the opportunity, but need to select the category, cut into segments and niche market prospects more optimistic.

Tencent Science and technology in June opened a full range of micro-blog Online Technology v Forum, each issue invited three industry bosses, on the Internet lakes. Will cover, E-commerce, mobile internet and other hot areas, pay attention to mobile electricity, mobile developers, social networks and entrepreneurial investment in the latest hot spots, this period focused on the "electric dealer own brand Breakout", focusing on the cultivation of its own brand, platform selection and other issues.

Chen Tenghua said, private brands should still have the opportunity, but need to choose the category, or very small aesthetic differences, such as a lot of Amoy brand clothing, or the brand is less concerned about the mass products.

Liu Yan that, I personally feel that there is a chance to own the brand, but to avoid the public, we can find that the next generation of Amoy brand more than the previous generation of smaller segments have more style.

The following is an interactive transcript:

Shang Life: #电商之道 # As a new generation of electric business, do you think it is important to brand management or to ensure sales performance? How to develop own brand to borrow power?

Elegant 100_ Chen Tenghua: Short term sales performance is the basis, but in the long run, no brand has no sales, so can not be fragmented

Li Chengdong: #电商之道 # Do you still have a chance to do your own brand now? What category would be more appropriate? How much would it cost to start a business? Two guests can say, so far nop and elegance 1001 have spent how much money?

Liu Yan: Answer to the question of the east: 1. I personally feel that there is a chance to own the brand, but to avoid the public, we can find that the new generation of Amoy brand more than the previous generation of a more detailed subdivision of a more stylized, such as peanuts, and so on, they make full use of the line is difficult to brand the gap in the market online amplification, creating new incremental market value; 2. Non-standard or semi-standard commodity soft department stores; 3. Need to cast Million to millions.

Elegant 100_ Chen Tenghua: Own brand should still have the opportunity, but need to choose the category, or is very small aesthetic differences, such as a lot of Amoy brand clothing, or a low brand attention to the mass products, such as elegant 100 of its own brand towel towels and quilts. Invest to see how big, 1 million also can, 100 million not too much. The current elegant 100 first round of financing has not been spent.

Between: #电商之道 #nop is the first to play its own brand, elegant 100 is both. Do not know now elegant 100 what is the proportion in this aspect? Is the electric dealer on both sides of the side to be safe or go directly to own brand good?

Elegant 100_ Chen Tenghua: Elegance 100 Current own brand sales accounted for more than half. These are two completely different strategies, and they should all have a future. Home Textiles in the field of product brand is relatively weak, so both of them are our strategy.

Li Chengdong: #电商之道 # Do you still have a chance to do your own brand now? What category would be more appropriate? How much would it cost to start a business? Two guests can say, so far nop and elegance 1001 have spent how much money?

Zhu Weixin: #电商之道 # Chen head background why not replace the elegant 100 logo it. Question: What is the difference between the choice of uya100 and the choice of the cat and the Jing Dong for the supplier? For consumers, the same brand in uya100 and the cat, Jingdong shopping experience What is the difference? What kind of work do you do to make these similarities and differences? Another want to consult home textile products repeat purchase rate and cycle.

Elegant 100_ Chen Tenghua: Oh, thank you for reminding, a change, with elegant 100logo is not in hand, will be replaced: elegant 100 of the scale of course and the days of the Cat Jing East can not compare, but likewise, the cat on the east there are thousands of the same category of suppliers, and elegant 100 do select mode, Similar suppliers are not easy to repeat, can have the best sales opportunities.

Elegant 100_ Chen Tenghua: For users with quality of life requirements, the elegant 100 selection mode makes it easier for them to find a suitable product. Our customers ' shopping frequency averages about 4 times per customer 1 years.

Hang the world: #电商之道 # to do their own brand will have to worry the bosses more. The control of the industrial chain is more stringent, especially the choice of OEM manufacturers. How to check their design and quality?

Elegant 100_ Chen Tenghua: In the early days the simpler way is to choose a good generation factory.

White fat Princess: #电商之道 # We all know, do own brand relatively high margin, but at the same time the difficulty of brand and the cost is also greater. In the brand promotion aspect, what experience can two boss have to share?

Elegant 100_ Chen Tenghua: Brand Promotion is an accumulation of the process, can not be too hasty.

Zhu Weixin: #电商之道 # Ask your understanding of the NOP brand's appeal. Do you think that you or NOP employees are NOP's spokesmen? In the process of branding, how do you strive to allow customers to recognize your fashion, and relatively loyal to NOP? How effective is this?

Liu Yan: In my imagination noper pursuit of quality, taste, style, decent life, both low-key and distinctive, have their own ideas, and the way of life has a certain degree of inclusiveness. Drink Starbucks, with Apple, on micro-blog, watch terror 24 hours also watch Love Rhino, Love Transformers also love Guo, mainly from the Internet to obtain information on the group. Use the fragmented media to find them, impress them with commodity and culture

Li Chengdong: #电商之道 # What is the most important issue before and after The independent brand is online? What are the three problems that make NOP and elegance 100 headaches? And then how to solve it.

Elegant 100_ Chen Tenghua: Product positioning, product development, Inventory Control. The core of which is product development, the need to take into account the requirements of brand positioning, with outstanding selling points, suitable for the transport of electrical packaging, as well as the appropriate supplier of quality control and delivery cycle, is to be meticulous and meticulous, there is no particularly good way to "solve", a detail button.

Yupeng: #电商之道 # from when the beginning of the great products to start a large company also began to launch a free brand, NOP and elegant 100 is also pushing free brand, Jing Dong is still watching, you think Jingdong will launch its own brand to compete? What are the pros and cons of owning a brand?

Li Chengdong: Private brands account for nearly 40% of the UK's largest retailers, while the US is close to 20%, so it is common for retailers to make their own brands, but it is still very small in the country. When the excellent product is an opportunity to try, may succeed may fail, Jingdong will also, just put the weight of the company's business is not the same.

Li Chengdong: Its own brand advantage is the high margin, commodity differentiation to increase competitiveness, improve profitability. Disadvantage is that commodity supply chain management is a difficult problem, the lack of scale advantages, the cost is relatively high. In a certain scale, can produce benefits.

Elegant 100_ Chen Tenghua: Feeling when Jingdong began to move towards two directions, a "Wal-Mart", a "target", are platforms, but a heavy scale, a heavy private brand

Li Chengdong: #电商之道 # New brand, brand impact weak, how to solve the problem of low user viscosity?

Liu Yan: From a broad sense the new brand's influence and visibility is really weak, but in your existing user base is not weak. For example, NOP online less than a year, the absolute user size and those who have been doing a few years of network brand than, but purchased 10 times 20 times the number of deadlocks. In my opinion, no matter what brand, death loyalty is the most important.

Elegant 100_ Chen Tenghua: The new brand creation period, in fact, the user viscosity is not low, because the early users are brand positioning and characteristics of a special identity of customers, the relative viscosity is higher, in the beginning of large-scale marketing promotion, more customers influx, but will reduce the overall customer stickiness. Early brand transmission, is to rely on a high user stickiness to produce word-of-mouth effect.

NET Sea eagle: #电商之道 # In a platform for the company, in a number of product lines have their own brand-name products, in the absence of external advertising input and distribution under the premise of how you are proprietary brand products stand out?

Elegant 100_ Chen Tenghua: Home textile Home area, the third party brand is generally weak, there is no absolute strong product brand, the main reason is that this category is the user's brand less concern class, not easy to form a strong brand. So elegant 100 of its own brand products, with excellent product quality and superior price, in comparison with the third party brand is relatively easy to win.

Li Chengdong: Focus on your competitors and the same type of product. On a shopping platform, consumers search for product results. One is to see the brand, but at present consumers are more pragmatic, so cost-effective is very important. Eliminate the brand factors, the same quality and low price wins, the same price high quality wins.

Liu Haiqun: #电商之道 # from the growth and Taobao platform Amoy brand to Vancl, NOP and other independent brands, and then when the preferred platform class, such as the company launched its own brand, how to better operate a network brand, what is the key point?

Liu Yan: In my opinion, the product, design, quality, style, visual performance, loyalty and reasonable gross profit. It sounds normal, but in fact most people do not, they are more concerned about the low price impulse;

Li Chengdong: #电商之道 # How long is the first phase of the independent brand operation, and what is the standard for the first phase of NOP and elegance 100 focus data? How do you use these data to guide your day-to-day operations?

Elegant 100_ Chen Tenghua: hehe, into the east, this question I estimate who also cannot raise a "universally applicable" standard. Everyone's goal is not the same, of course, stage indicators will be different. Elegance 100 The current stage goal is to make a profit.

Zhu Weixin: #电商之道 # Ask your understanding of the NOP brand's appeal. Do you think that you or NOP employees are NOP's spokesmen? In the process of branding, how do you strive to allow customers to recognize your fashion, and relatively loyal to NOP? How effective is this?

Wu Shing: #电商之道 # Electric dealers are now in transition, with the development of mobile Internet terminals, the traditional electrical business slowly transformed into mobile e-commerce, but the government does not give force Ah, mobile payment is a bottleneck, and mobile operators do not give force, The speed and stability of the network need to be greatly improved before we can create the most basic conditions for mobile electric operators! How do you solve this, you big Brother?

Li Chengdong: The impact of mobile e-commerce on life services, such as the public comments, the United States and so on, the retail business is just a concept, and the ordinary online shopping there is no substantive difference. So it depends on the goods, prices, and services on your back end. There is no supply chain, warehousing logistics and technical advantages, mobile electric business is also bad. The United States and the domestic mobile power business to do a good job, are the traditional electric business giants.

Elegant 100_ Chen Tenghua: From the traditional PC to mobile, I feel that the transformation is a new channel. In Mobile E-commerce, the government, payment operators are not a bottleneck, and no increase than the PC side more difficulties. The infrastructure of mobile operators is no worse than that of traditional electric operators. The key is that the electronic business enterprises themselves can understand the needs and habits of mobile users.

Li Chengdong: #电商之道 # How long is the first phase of the independent brand operation, and what is the standard for the first phase of NOP and elegance 100 focus data? How do you use these data to guide your day-to-day operations?

Elegant 100_ Chen Tenghua: At present, we focus on the conversion rate of the site, and customer turnover and customer cumulative contribution value and new customer cost comparison

Li Chengdong: #电商之道 # Independent brand in the early, medium and late promotion of how to look at, and how to do the early promotion? What are the more effective or cost-effective channels, while NOP and elegance 100 have better practice cases and experience?

Elegant 100_ Chen Tenghua: Brand promotion options, mainly depend on the available resources, as well as the phased goals. With the increase in resources, the goal of the promotion will gradually shift from precision to cover, but does not mean that the cost of new customers must rise sharply. Early lack of resources, the promotion of user Word-of-mouth communication is the focus of elegance 100, through their own development of the "excellent program" platform, elegant 100 to achieve low-cost early promotion.

Liu Yan: A few days ago we did an online user survey asking coupons, one of the questions is how you initially know NOP, the highest proportion of Weibo, followed by a friend introduction. The most cost-effective promotional channel is social network media, SEM, Alliance and EDM, and other effects of marketing channels;

Li Wei: #电商之道 # Electric business is shifting from fashion to life, becoming an indispensable channel for retailing and becoming an indispensable part of modern life, and the success of E-commerce lies in its backstage supply chain management. I would like to ask Lee Total Jing dong, where the guests, when the back of the supply chain there are similarities and differences, you are optimistic about which home, why? The essence of the electric business competition is supply chain competition, do you agree?

Li Chengdong: The difference is very large, Jingdong is a multi-category management supply chain, and when more than 70% sales are books, where the customer is to do clothing own brand supply chain is not the same, relative to the Beijing-East supply chain is easier. Compared to the Jing-dong and van, they represent two different modes. Jingdong needs to expand its scale, enlarge its business, increase its profit margin and improve its profitability. And where customers want to strengthen management, improve product quality, reduce operating costs.

Li Chengdong: Every aspect of the electric business is very important, especially the large-scale electric dealer, the short board decides the enterprise in the market competitive power and the position. So the supply chain is very important, the technology is very important, the team is very important, warehousing logistics is also very important.

Fung: #电商之道 # Electric dealer own brand building, brand positioning is what, how to face the competition of the traditional similar brand? What are some good suggestions for brand communication? such as jewelry, watches, women's clothing?

Elegant 100_ Chen Tenghua: Brand positioning each brand should be different, like in a market map to find their own brand foothold, so the key to brand positioning is the market size (this positioning for the user size is large or small), Whether the differentiation is clear (whether the difference between the positioning and the existing brand in the market is large enough), and whether your business can achieve this position.

Elegant 100_ Chen Tenghua: Find their own advantages and each other's disadvantage, if the other side of the traditional channel price burden is heavy, on the main online discount, if the other party new product change time long, on the main product rapid update, and positioning, to find a differentiated competitive advantage

Li Chengdong: #电商之道 # How to look at their own independent platform and the sky cat Jingdong platform problem? Which should we pay more attention to?

Elegant 100_ Chen Tenghua: Self-independent platform is the foundation of future value and differentiation, but at present we are actually spending more effort on the external platform to increase sales quickly at low cost.

Liu Yan: Both hands are hard to grasp. For its own brand, the whole network sales is a trend, not to defend the official website, not only platform theory. Where sales/margin contribution is large, repeat purchase rate is high;

Shen Haibo: #电商之道 # How to run a brand new network. How to better find a new brand of entry point. For example, underwear industry, the former Dream Bazaar, ZARA, HM and so on.

Liu Yan: The difference between style and customer orientation, without it.

Li Chengdong: #电商之道 # At present, the third party platform, the cat, Jing Dong, when, where the guests, for the brand to stay in the better effect? What different places do they have?

Elegant 100_ Chen Tenghua: We do not have a visitor to the V, to receive 35% of the deduction point, could not afford to pay. Jing Dong and when when almost, the cat because the operation team problem, the amount has not up.