The electric dealer's operation steals the own brand: the dilemma risk

"Billion Power network," February 20 news, the operator of the operators in recent two years repeatedly out of the test water own brand news, but according to billion power network to understand, on behalf of the operation of the creation of a high risk of the road is still few success stories. The business model of both hands, the control of product quality and the weakness of supply chain have become the obstacles to the operation of its own brand.

However, there are still a large number of operators taking risks on this road, based on active or passive reasons.

Lesson: Business model conflict is the biggest obstacle

Engaged in the operation for many years the Beijing Ruijin Lin Network Technology Services Co., Ltd. as early as in 2010 began to try to operate its own brand. According to the founder of the Ruijin Anshui revealed that the network of its original women's brand has been in the 2010-year double 11 on the day sold more than 30,000 orders, sales reached 1.8 million, but a year later, the company's own brand was stopped.

Anshui to billion power network analysis, Ruijin Lin stop its own brand operation, one of the most important reasons is the commercial model of the collision against each other: On behalf of the operator of another brand, will inevitably produce its agent brand customers 2048.html "> Benefit distribution issues, and the brand will inevitably generate mistrust on behalf of the operation.

More importantly, on behalf of the operation to do their own brand a major advantage lies in the control of consumer data, and these data are derived from the agent brand, misappropriation of these data for its own brand services, will hurt the interests of the agent brand, but also violate the cooperation Treaty, which is now the majority of operators to do their own brand quite low-key secret reasons.

Therefore, Anshui that if you want to get involved in brand new brands, or completely give up on behalf of the operation of the business, transformation into a pure brand, or to invest in a different brand with the agent customers, "while doing on behalf of the operation, while doing their own brand, I do not optimistic." He said that after the Ruijin will not do their own brand attempts.

In addition to the business model of the two hands on each other, on behalf of operators in the supply chain weak also make its own brand development is quite difficult. "On behalf of the operation in the front-end marketing has a great advantage, so you can sprint to the objective in a very short time, but the design, research and development, quality control links are very weak." Coupled with the start-up period, the order volume is not large enough, and joined the factory also in a weak position, resulting in the supply chain on the continuous. Anshui concludes.

The necessary business adventure

Although the former Ruijin brand, but still have a generation of operators continue to enter this area.

Hangzhou Cosmetics brand on behalf of the operating company polymerization beauty makeup is one of them. According to its brand director revealed that the reason for the decision to launch its own brand, mainly because the operating profit margin is too low, and easy to be abandoned by the brand, must be early transformation, so as not to become a total victim. According to his introduction, the transformation of its own brand has become a large number of operators in the survival of the risk of an important path.

A person familiar with the matter to the billion Bang Power network revealed that Hangzhou, another large-scale operating company network technology in fact, also in the low-key operation of their own cosmetics brand, a large domestic operators are preparing to create their own audio brand, while specializing in Jingdong mall open platform on behalf of the operation of the Beijing partner has also been low-key operation of their own brands around six months.

Although the industry has been on behalf of the operation to do its own brand quite controversial, but on behalf of operators still have to change the reasons for their own brands. In addition to the low profit factors mentioned above, on behalf of the operation itself also has a certain brand advantages: whether it is the understanding of consumers, the class of consumer data control, the flow of changes in the law of the familiar, as well as the front-end marketing unique experience, so that the operation of the company's own brand more confident. Again, the operation of the category has a certain experience, on behalf of the operation is also easier to tap into the market blue sea, according to consumer demand to create brand new.

In addition, Beijing Partner Technology Co., Ltd. General manager Wang Wenfeng told billion Power network, at present, Beijing Partners own network underwear brand mainly in the Beijing-East platform sales, this is because of its more experience in the Beijing-east platform, there is also an important reason is the Beijing-East Network brand support efforts are gradually increasing, more easily access to some free resources, Reduce the initial promotion cost of the brand.

The forced transformation under the condition of low profit in the Operation Market brand's high profit-driven, its own platform resources and experience to allow operators to their own brands, but the business model of collision, the weak supply chain, is making this transition path of the risk gradually highlighted, and become a stumbling block difficult to cross.