Vertical electric Business Battle single brand: Self-owned + Star

April 9, 2013 Xinhua/Mintong News Hotline/--Although the Bee war was still around the "official authorization", emphasis on genuine protection, but in fact we have been aware that the official authorization has been unable to support the vertical electric dealers in the homogeneity of the competition to go farther. Therefore, the vertical electric operators have long been in the "exclusive authorization" on the layout, and invariably adopted the "self-owned" + "star" strategy.


　　


has been claiming not to do its own brand of Lok Tao Nets, in the last year launched precisely Iraqis, Levi and other private brands, and invited Xu Jing, Yang and other popular stars endorsement; Le Bee net main "up to the economy", push Li self-create cosmetics brand static, Xie na Create Tide brand costumes Huan type and other private brands; http:// Www.aliyun.com/zixun/aggregation/1642.html ">yoho! has a lot of goods assembled star Tide brand exclusive, such as Chen's clot, Zhou Chang begins, JJ Lin, SMG, Even some brands take a holding form to cooperate.


　　


industry observers pointed out that the vertical electric operators in the operation of the sole brand, the use of their own way, can improve the efficiency of the site and brand linkage, rapid response to the market, so that the price system is guaranteed, so as to achieve higher profits.


　　


can see, the Home Appliance business website is unceasingly enlarges the sole battalion brand, especially the own brand promotion weight. However, if the sole brand does not have a full brand value, High-profile puff-style publicity, but also easy to arouse the resentment of consumers. If you want to quickly get public attention and goodwill, the star effect is undoubtedly the best choice, but this involves the promotion of the cost of the problem.


　　


in the star endorsement fee, although get Xu Jing and yang "Friendship price", but compared to the music bee nets, poly beautiful products, yoho! have goods do not spend a penny for celebrity propaganda, in the strategic or inferior some.


　　


Media origin of the Lok Bee Network and yoho! have goods, a relying on a number of TV programs, a relying on the trend of the magazine "Yoho! Trend", "yoho! girls", accumulated a wide range of star resources, the two get the Star Brand's exclusive license is very advantageous, and no high endorsement costs, will be able to drive the brand as a person to advocate the initiative of the star.


　　


The star is able to actively cooperate with these two appliances, not only because they think of themselves as a brand of online sales channels, the more important is the electrical quotient behind the media gene. Le Bee network and yoho! can rely on their own media matrix, for the stars and their own brand to provide diversified marketing methods, the meaning of the exclusive authorization from the retail level to promote the level of extension.


　　


This kind has the media attribute the vertical electric quotient, already not simply is the on-line mall, but simultaneously plays the consumer demand the guide and the solution. And for its exclusive authorized brand, is not simply a supplier, but also advertisers.


　　


relatively, now the Lok Tao Network in the exclusive brand focus, making it more and more like a shoe brand business, difficult to control more roles. Under the pressure of flow, the open platform will become the main way to survive, although it is difficult to big, but also enough for the next.


　　


Vertical Electric Business If only do sales channels, will be in the flow and price, facing from the cat, Beijing and the east and other large platforms, difficult to keep the supply chain line. The sole brand will be the breakthrough of the vertical electric quotient to form the differentiation competitive advantage.