Home >

Why Does The Brand Of "Tao Jing" Fall Into "Speed Of Life And Death"?

2014/5/13 10:00:00 12

2013, the development of Amoy brand entered "the speed of life and death".

In this year, the brand of green boxes, wheat bags, and seven grids in Taobao was gradually falling behind the sales figures of "double 11".

At the end of last year, the Taobao index showed a significant decline in the number of representative users of the brand, equivalent to 30% in the 2011 peak.

the bottleneck of online development makes more and more Amoy brands strive to find opportunities online.

However, it is regrettable that this kind of struggling exploration has not only ushered in the past scenery but made many Amoy brands fail.

for this reason, Su Zhongxin, director of Guangzhou Qi Xin Limited company, said that in his view, the main reason for the development of the brand was also the change of the online market environment in recent years.

changing market

the real rise of the "Tao brand" was around 2008, when Taobao was under pressure from all quarters to change the low-priced image of Shanzhai.

Su Zhongxin said.

at that time, the traditional clothing brand was not good for Taobao platform.

Su Zhongxin told reporters that at that time, Taobao's platform Alibaba was the main B2B business, while Taobao merchants were mostly C2C enterprises. Their products were full of large numbers of Shanzhai and cheap low-end goods, which was not attractive to the brand clothing enterprises that were developing well in the real channel at that time.

Less than P, the poor impression of Taobao and the lack of intention to enter the brand business make Taobao determined to launch a number of brands on its own platform and make influence in the market.

In this regard, Taobao was then planning to build Taobao Mall (now renamed Tmall), the use of gift flow and free promotion and other preferential policies hatch a number of Amoy brands.

"at that time, Taobao gave great support to the brand that was well done on the platform, and it would give a lot of free traffic on the monthly and annual basis."

Su Zhongxin told reporters that Taobao's preferential policies made many online brands grow rapidly at that time. Now most of the famous brands are developed by the chance at that time.

Less than P, however, the "expedited" brand has not gone smoothly.

with the popularity of online consumption, the volume of e-commerce pactions has also been rising and continuously eroding sales share of physical channels.

In this regard, more and more businesses began to lay out and expand online channels, which further exacerbated the fierce competition in the electricity market, and the cost of obtaining online traffic also increased.

at the beginning of this year, the Federation of Chinese textile industry has found that the promotion cost of enterprises generally accounts for 10%~15% of the overall operating cost of enterprises. Some enterprises even take up the 30%~35% of the overall operation cost of enterprises in order to obtain more consumption flow.

at the same time, with the increasing number of brand merchants stationed in Taobao, Taobao's support for Amoy brands is far less than before. Apart from slashing the flow support of Amoy brands, brands need to pay higher costs to get traffic from Taobao.

"many enterprises have to get Taobao's shop assistant to get the corresponding traffic volume in order to get the consumption flow, which further aggravates the promotion cost of enterprises online."

Mao Lihui, President of Wuhan fashion and Fashion Federation, told reporters that the cost of promotion on many online businesses is almost the same below that of the line.

and in Su Zhongxin's view, the promotion cost of many brands is even higher than that of offline.

"At present, the acquisition cost of consumption flow is increasing, but the conversion rate of consumption flow is relatively limited, so there is not much to achieve effective purchase."

Su Zhongxin told reporters that under normal circumstances, to achieve profits online, the price of its products must reach more than 3 times its factory price, and enterprises should control the promotion cost by less than 20% of the overall operating cost, otherwise, it is difficult for enterprises to achieve profits.

"As far as I know, less than 10% of the enterprises actually make money in Taobao now."

in addition to the promotion of cost increase, in the confrontation with traditional brand online products, the brand is obviously not much.

Product "hard injury" .

"consumers' shopping habits usually look at the brand first, then the style, then the price, and finally the match."

Xu Xianling, assistant director of Yin man, told reporters.

, therefore, compared with the traditional brand, the brand does not obviously have many advantages.

"Tao brand is only a brand launched by Taobao according to its own selection criteria. It has not been evaluated and approved by the relevant national institutions, and its brand recognition in the terminal market is relatively limited."

In Su Zhongxin's view, the brand name of Tao's brand is basically comparable with the traditional brand developed on the basis of physical channels.

for the price sensitive online consumer groups, the brand advantage of the brand has been further weakened with the large number of traditional brands entering.

"at present, most traditional brands still use e-commerce platform as a channel to clean up inventory.

They do not expect to earn much money from the e-commerce platform, just to recover cash flow.

Sha Tian group deputy general experience Lin Xiaoxing said.

Therefore, compared to the traditional brands with big money, the competitive advantage of the brand is not obvious.

facing the awkward situation of development, many Amoy brands strive to enhance their influence and popularity in the terminal consumer market through expanding the offline channels.

But for now, there are few successful cases.

This is mainly because the online and offline brands are very different in terms of supply chain and operation system, "Zong Ze, manager of the Earl market," said P.

"Online brands are mostly self operated. The running cycle of goods is faster, and their stocking cycle is relatively short.

Most of the offline brands are mainly franchising agents, and their stocking cycle is very long. Generally, they will be ordered six months in advance. "

Zong Ze believes that the development of many Amoy brands in physical channels is not smooth because of the operation mode under the offline operation.

{page_break}

the difference of operation mode also causes many Amoy brands to copy their supply chain system online.

"Many Amoy brands do not have their original design teams, and their products are mostly copied.

At the same time, it also has many deficiencies in quality control. "

Lin Xiaoxing believes that many brands are not perfect in the supply chain system because of their strong cooperative relationship with traditional brands and suppliers.

and in Su Zhongxin's view, the lack of physical store operation experience has become the key factor of many online brands.

"Online and offline sales of products are completely different ways. Online look at the style of a single product, color and so on, the product sense of the series is not strong, but the line is completely different, how products display, how to match colors, how to make sense of the series, how to train salesmen, all directly affect the consumer's shopping experience, and these are also many of the lack of brand name brand."

Su Zhongxin said.

to this end, the future of Amoy brand will hang on the line.

personality, future, /p >

in Xu Xianling's view, at present, we are obviously too pessimistic about the future of Amoy brand.

"Just a few days ago, in the promotion of Taobao's" 4. 21 ", 3 of the top 5 brands of women's clothing were Amoy brands.

Xu Xianling has confidence in the future of Amoy brand. "In recent years, Taobao's sales have been increasing. In Tmall's products, the proportion of garments can reach 20% to 30%, so the future development of online apparel market is still very large."

in the face of more and more traditional brands joining the electricity supplier war, Xu Xianling is obviously not afraid of war.

"Traditional brands generally lack strong brand style and win more with quantity and channel, but with the increasing demand of women consumers for clothing personalization, there is still much room for development of distinctive brand new brands."

indeed, it is easy to see that most of the brands that survive and develop better are brand names with precise positioning.

Take Taobao's "4. 21" promotion as the example of the 3 top brands in the sales promotion, Han Du Yi house takes Han Feng as the main player, and the rink is the national wind.

And some positioning is not clear enough, only rely on low price to seek the development of the brand, gradually in a round of sales promotion activities were eliminated.

"It will be difficult to achieve development by lowering profit margins."

Xu Xianling told reporters that the average price of the average price is 300 yuan, and the customer repurchase rate can reach about 52%.

the good trend of online market development has also enabled him to expand his product line and explore new development paths.

"We have been implementing multi brand development strategies in recent years, and are also preparing to build our own offline experience hall."

Xu Xianling said.

the distinctive brand personality and precise product positioning are important. But in the Zong Wen, which has served the seven brand of Amoy brand, the most important thing is to adjust the development strategy of the brand.

"Many Amoy brands are developing too fast and lack more than 5 years of medium and long-term planning, which also leads them to make timely response and adjustment at key time nodes."

In the view of Zong Ze, this is also the reason for the gradual decline of seven grids in recent years.

and in Lin Xiaoxing's view, the unfamiliarity with the operation mode of the entity channel is also an important reason for many of the brands to be defeated.

"If the Amoy brand wants to make the offline market, the more desirable way is to cooperate with the traditional brand enterprises to avoid more detours."

Lin Xiaoxing said.