Vertical electric Business field launched the "Monopoly Brand War": the formation of differentiation advantages

Suning easy to buy, Jingdong Mall, Amazon, Cat and other big platform, such as the "price competition" fierce fighting is raging, another one can not see the smoke of the war ——— single brand war but in the only goods will, where customers, Amoy and other vertical electric business field quietly started.

After everyone talks about the price war, the electric dealers began to take the monopoly brand to win profit space. South of the reporter learned that a few days ago, only goods will be announced to obtain exclusive distribution rights of the brand accounted for more than 30%, more than 900; Lok Tao Network is also increasing efforts to develop "Angry Birds", "Plants vs Zombies" and other joint brands of exclusive business; and where the customer prudential products after the introduction of the May NBA Licensing series of clothing, The European Cup, which is now being pushed, is officially licensed to have 300,000 yuan/day sales.

Vertical Electric Dealer Another "single Camp brand" trail

So far, at least 7 of China's platform-type electric giants have invested up to 5.8 billion yuan to capture users, and the price war is in full swing. This kind of "low price Shang" method is not new, but it is quite effective.

But "unlike in the past, today's tens of millions of of the propaganda business is no longer interested in the media, now the popular hundreds of millions of, or even a billion of of the Great Leap Forward." ' lose money to make a yell ' price war, often let people naturally associate with counterfeit, shoddy, false, this is the real ' negative energy '. "Webpower China general manager Cheijin to stab the key."

After the madness, we must calm down.

"Only products will be compared to other electric companies, the focus and advantage is to take the form of direct sales to customers, reducing the possibility of the middle channel, the goods sold are authentic guarantee." "Only goods will CEO Shenya said, only the goods will be cautious and responsible for each financing, strict and reasonable control of the high cost of promotion, more inclined to rely on solid marketing skills to improve the user experience of Word-of-mouth transmission to obtain more, more loyal repeat customers."

Only the latest data provided by the products show that there are more than 3,000 brands that have cooperated with the only products, with more than 900 brands gaining exclusive distribution rights, accounting for more than 30%.

This is the current Chinese electric business competition Another main line, its wonderful aspect is precisely, the vertical class of electric power company to pay attention to "continue to dig brand value", return to profit mining. South reporters learned that the Lok Tao Network is also increasing efforts to develop "Angry Birds", "Plants vs Zombies" and other joint brands of exclusive management, and where the customer prudential products in May after the introduction of the N BA licensing series of clothing, the current hot push of the European Cup official licensing clothing also scored 300,000 yuan/day sales.

To form the advantage of differentiation

Only product will, Amoy, where customer-prudential products such as vertical electric dealer for the "exclusive authorized" brand enthusiasm, no less than the large platform to control the market share of the strong desire, "This allows us to enter the attack, retreat can be kept, especially not involved in the fierce competition in the E-commerce platform." "Every customer prudential product CEO aged said, E-commerce user transfer cost is too low, will inevitably lead to the vicious cycle of price war, (own brand or exclusive brand strategy) can guarantee the price of goods in their own hands, this is the advantage."

The AC Nielsen study found that consumers ' loyalty to a particular retailer was very low and that the main reason was that there was not enough difference between store types. And if the development of exclusive brand, can form the retail market differentiation advantage.

The greater temptation may be that "before VC often with sales growth rate as the assessment requirements, but now is based on gross margin, capital flow status to determine additional investment." "Lok Amoy Network Vice President Chen reporters that the exclusive management of brand weight increase in favor of the electricity quotient to improve profits."

Experience shaping users

However, "brand tactics" needs the electric Company to carry on the depth excavation and the innovation to its each link application, the Operation complexity degree is far more than "the price war".

"Create a unique user experience scene, so that any ordinary user to enter the specific experience scene, immediately have a unified mood or mood to become a ' typical user '." Cheijin said, "Brand strategy" is about "experience shaping users", rather than "rebate to buy users."

The only product will be the flash-buy model for example, "Every day 10 o'clock in the morning to start pushing new brand discount merchandise, the new line of brand display and the forefront of the page, before the online brand display order down, generally the online cycle of each brand is 5-7 days, the number of brands on the line every day about 100. Among them, the exclusive cooperation of the brand more than 30%. "Only product will c F O Yangdonghao told reporters that the flash-purchase mode on the warehouse operation requirements are very complex, theoretically every 5 days in the warehouse of the change of SK U is 100%." At present, only goods will have more than 12.1 million registered members and a total of more than 1.7 million customers, repeat the purchase rate of more than 60%, from the repeated purchase of the user's order volume of the total number of orders accounted for more than 91%.