The 4th China Apparel E-Commerce Summit was held in Shenzhen several days ago. More than 100 apparel e-commerce companies including Taobao Mall attended the conference. The aftermath of the "Double 11" big promotion activities is still there, which also makes the online shopping apparel brands have a clearer understanding of the problems existing in the development of e-commerce and the future direction of development.
With the rapid expansion of e-commerce coverage, e-commerce as a sales platform also has clear media attributes - e-commerce not only helps manufacturing brands achieve sales, but also provides a new platform for branding. Those manufacturing brands that specialize in marketing on the Internet and e-commerce platforms are expected to have an impact on traditional manufacturing brands, which in turn will allow the original stable brand structure to be reorganized.
The new model of brand building in the era of new media According to relevant data from CNNIC, the number of online video users in China has reached 240 million, which means that compared with traditional elite media such as newspapers and magazines, online media also has relatively stable users. , Gradually become an important position for brand operations, the new media era of network media communication is ready to come.
As the e-commerce model becomes more mature, the change of the online shopping model to the traditional retail business model is more disruptive.
Taobao Mall Director Zhang Chuan said, “The current status of Taobao Mall soft department stores is low-end brands, particularly low-priced, forming a pyramid, most of the businesses are at the bottom.†He believes that such platforms as Taobao Businesses and massive flow of traffic also provide opportunities for the creation of new brands to some extent.
According to Jin Guang, the founder of the Amoy brand, in the aspect of apparel e-commerce, the next three to five years will be the stage for the collective rise of online brands on Taobao.
Compared with the brand formed under the traditional media conditions, in the information age, the formation of corporate brand has been transparent, consumers are no longer "branded", but in the formation of the brand as a "corporate reviewer" The details of the products provided by any character, consumer experience, and contact will be amplified. The smart recommendation provided by the company, sales rankings, and the product experience of consumers through word of mouth, feedback on evaluation of different products, etc. All kinds of "micro-information" produced will be faithfully kept on the Internet and become the reference standard for consumers' choice of products. The thickness of “micro-information†accumulated, that is, brand recognition, is an important measure for whether a brand is known to users, and even becomes a key weight for the rise and fall of a company.
Zhong Tao, the person in charge of the Septwolves e-commerce, said that the brand is a product created by the company and its relationship chain and consumers. Therefore, the consumer's word-of-mouth description is critical to the development of e-commerce and the formation of the brand.
In the era of e-commerce, old brands need to avoid weaknesses. Consumers' attention to brands has also changed, especially in the group dominated by internet communication. Although traditional brands still have high brand value, their importance and attractiveness The decline is an indisputable fact.
Li Jin, head of e-commerce, believes that the e-commerce market has gradually matured. This shows that the e-commerce platform, network independent brands, and self-owned brands are in a three-pronged situation. The traditional advantage brands have started to develop more e-commerce by leveraging the e-commerce platform. "Brand companies to enter the e-commerce need to have four core capabilities: the ability to integrate across channels, maintain brand experience 360 ​​degrees; rapid supply chain responsiveness; the ability to recognize and understand customers and meet their individual needs; IT technology." Xu Jin said.
Liu Weiwen, deputy general manager of the Jeanswest Group, also stated that the construction platform is not good for traditional brand clothing, and leveraging on mature third-party platforms such as Taobao and pat can take advantage of the advantages of traditional brands.
The e-commerce online shopping model plays a dual role. In fact, e-commerce is not only a sales channel, but also a platform for brand building. The media attributes of e-commerce become more distinct with the increase in the number of visits, and the interaction between consumers and enterprises generates The accumulated thickness of "micro-information" will largely determine the product's awareness and popularity. In addition, the accumulation of “micro-information†surpassed the limitations of time and faithfully recorded the history of brand development.
Zhang Chuan pointed out that "analyzing data and using this as a guide to marketing is critical, and it has a direct impact on supply chain integration, marketing methods, and marketing tools."
The dual role of e-commerce allows brands that sell through e-commerce channels to serve two birds with one stone, spreading brands and increasing sales.
For the existing brands in the manufacturing industry, the era of e-commerce is a double-edged sword - opportunities and coexistence, changes in the industry structure have been inevitable, and early in the e-commerce channel to take a firm footing, will be in the industry structure Reorder and reorganize to take the initiative.
With the rapid expansion of e-commerce coverage, e-commerce as a sales platform also has clear media attributes - e-commerce not only helps manufacturing brands achieve sales, but also provides a new platform for branding. Those manufacturing brands that specialize in marketing on the Internet and e-commerce platforms are expected to have an impact on traditional manufacturing brands, which in turn will allow the original stable brand structure to be reorganized.
The new model of brand building in the era of new media According to relevant data from CNNIC, the number of online video users in China has reached 240 million, which means that compared with traditional elite media such as newspapers and magazines, online media also has relatively stable users. , Gradually become an important position for brand operations, the new media era of network media communication is ready to come.
As the e-commerce model becomes more mature, the change of the online shopping model to the traditional retail business model is more disruptive.
Taobao Mall Director Zhang Chuan said, “The current status of Taobao Mall soft department stores is low-end brands, particularly low-priced, forming a pyramid, most of the businesses are at the bottom.†He believes that such platforms as Taobao Businesses and massive flow of traffic also provide opportunities for the creation of new brands to some extent.
According to Jin Guang, the founder of the Amoy brand, in the aspect of apparel e-commerce, the next three to five years will be the stage for the collective rise of online brands on Taobao.
Compared with the brand formed under the traditional media conditions, in the information age, the formation of corporate brand has been transparent, consumers are no longer "branded", but in the formation of the brand as a "corporate reviewer" The details of the products provided by any character, consumer experience, and contact will be amplified. The smart recommendation provided by the company, sales rankings, and the product experience of consumers through word of mouth, feedback on evaluation of different products, etc. All kinds of "micro-information" produced will be faithfully kept on the Internet and become the reference standard for consumers' choice of products. The thickness of “micro-information†accumulated, that is, brand recognition, is an important measure for whether a brand is known to users, and even becomes a key weight for the rise and fall of a company.
Zhong Tao, the person in charge of the Septwolves e-commerce, said that the brand is a product created by the company and its relationship chain and consumers. Therefore, the consumer's word-of-mouth description is critical to the development of e-commerce and the formation of the brand.
In the era of e-commerce, old brands need to avoid weaknesses. Consumers' attention to brands has also changed, especially in the group dominated by internet communication. Although traditional brands still have high brand value, their importance and attractiveness The decline is an indisputable fact.
Li Jin, head of e-commerce, believes that the e-commerce market has gradually matured. This shows that the e-commerce platform, network independent brands, and self-owned brands are in a three-pronged situation. The traditional advantage brands have started to develop more e-commerce by leveraging the e-commerce platform. "Brand companies to enter the e-commerce need to have four core capabilities: the ability to integrate across channels, maintain brand experience 360 ​​degrees; rapid supply chain responsiveness; the ability to recognize and understand customers and meet their individual needs; IT technology." Xu Jin said.
Liu Weiwen, deputy general manager of the Jeanswest Group, also stated that the construction platform is not good for traditional brand clothing, and leveraging on mature third-party platforms such as Taobao and pat can take advantage of the advantages of traditional brands.
The e-commerce online shopping model plays a dual role. In fact, e-commerce is not only a sales channel, but also a platform for brand building. The media attributes of e-commerce become more distinct with the increase in the number of visits, and the interaction between consumers and enterprises generates The accumulated thickness of "micro-information" will largely determine the product's awareness and popularity. In addition, the accumulation of “micro-information†surpassed the limitations of time and faithfully recorded the history of brand development.
Zhang Chuan pointed out that "analyzing data and using this as a guide to marketing is critical, and it has a direct impact on supply chain integration, marketing methods, and marketing tools."
The dual role of e-commerce allows brands that sell through e-commerce channels to serve two birds with one stone, spreading brands and increasing sales.
For the existing brands in the manufacturing industry, the era of e-commerce is a double-edged sword - opportunities and coexistence, changes in the industry structure have been inevitable, and early in the e-commerce channel to take a firm footing, will be in the industry structure Reorder and reorganize to take the initiative.
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