Joining hands with brand owners, aiming at first- and second-line consumers, and trying to tear off the label of 'five rings outside'. On October 11th, the company announced that Gome’s official flagship store was officially launched. In fact, after Netease’s strict selection, Dangdang, Xiaomi and other Internet retail platforms and many brands have been stationed in the fight. The fight is also in the third anniversary of the celebration of the subsidy of the hot money to win over the brand. Fighting more and more urgently try to reconcile with the brand, from the fake In the quagmire of the body, but whether it can cooperate with the other party to go to the deep water area, relying on the brand to incite more brand resources, it still needs time to test for the fight.
On October 11th, Gome officially launched a large number of official flagship stores, and said that many Dangdang, Xiaomi and other platforms have been stationed before the National Day.
At the same time, many brands began to try to open more official flagship stores. Beijing Business Daily reporter found through search, Nais, Libai, vivo and other brands have opened official flagship stores. Naes and vivo flagship store introduction It shows that the official flagship store of Naes is directly operated by Nais Group; the flagship store of vivo is the official authorized sales channel of vivo brand, all products are directly supplied by the factory. The relevant person in charge of the fight also said that the flagship stores are all brands. Commercial self-operated stores, but did not disclose the number of flagship stores.
In September of this year, the company upgraded the 'Famous Brands' section to the 'Brand Pavilion' and raised the position of the brand. At that time, NetEase, which had been stationed for a long time, was selected to surface, which was regarded as the beginning of the branding route. .
The Beijing Business Daily reporter found in the brand pavilion that the brand column shows a total of 467 brands, but not all of them are brand-operated stores, but also brands operated by third-party stores. It is undeniable that many brands, Internet companies It is still in the wait-and-see stage. The former is intended to obtain traffic and increase sales channels; the latter hopes to obtain endorsement of the brand and seek recognition from the consumer and capital parties.
'Different appeals will inevitably lead to more friction between the two sides. It takes a long time to get from the initial test to deep cooperation. On the supply side, the integration of the consumer side is quite long, and the marketing method and user management must re-seek a point of convergence. Li Yongjian, director of the Internet Economics Research Office of the School of Finance and Economics of the Chinese Academy of Social Sciences, said.
It is regarded as a lot of e-commerce black horses, which once occupied the commanding heights of traffic. This may be one of the reasons why brand companies and Internet companies choose and reconcile. According to the data provided by the company, during the National Day, including vivo, super energy The sales of well-known brands such as Libai increased by 50% from the previous quarter.
Behind the brand, the brand is behind the brand, and it is also the demand for the company to expand the market. At the same time, the “five rings outside the consumer” as the core of the fight is trying to quickly enter the market of the “five rings”. In addition to the consumption of the third to sixth tier cities Consumer demand, the consumption power of first- and second-tier cities has also become a new kinetic energy for the increase in the amount of transactions.
In addition to the brand endorsement, the fight is much more eager to get rid of the inferior and low-priced labels. In August this year, the fight announced a lot of 'doubles action' phased description, said only in the week of August 2-9, that is, forced to close the store 1128 , nearly 4.3 million pieces of goods were removed, and more than 450,000 pieces of suspected counterfeit goods were intercepted in batches.
It is worth noting that more and more people are interested in absorbing more new users. According to Penguin Zhikuo data, about 25% of the users have created new shopping needs on the platform, and bought a lot of products that they have never used or even seen. The founder of a platform that does not want to be named to operate the same platform, said that the speed of using a fissile social way to obtain traffic tends to slow down, and some users are lost due to problems such as cottages and sales. At the same time, relying on social access When users are users, they need to repeatedly acquire users through different methods. The marketing expenses will increase, but the user's stickiness and loyalty are limited. Therefore, more users must expand more users to explore new markets.
In fact, the lack of growth in the number of users has been reflected. The multi-submission of the prospectus shows that as of September 30, 2017, December 31 and March 31 this year, the number of active users in the month of the month 116.8%, 98.3% and 17.9%. Taihe think tank researcher Tang Xingtong once said that the slowdown in the growth rate of active users has implied that the number of users who can develop more is decreasing. After a period of growth, it is difficult to rely on WeChat traffic pool to maintain Users are growing geometrically.