Behind The Rise Of Tremolo Express: The Coexistence Of Brand Challenges And Opportunities

In addition to the traditional e-commerce platform, more and more players will start to increase the code of e-commerce in 2021, and launch large subsidy support measures. In the context of market structure reform, brand in the omni channel ushered in new opportunities, but also faced with trouble.

Over the past year or so, Qiu Wenbin, founder, chairman and CEO of baozun e-commerce, has clearly seen the change of this trend. He is optimistic to find that on the platforms of tmall, Jingdong, Shuo Yin and Tencent, the user overlap is relatively low, which shows that the new channel has brought new growth points, rather than simply diverting people.

"Suppose you have a flagship store on tmall. When you open a twitter account and a small store, you will find that it is another wave of people shopping, not tmall people." Recently, in an interview with the 21st century economic reporter, he believed that the way of e-commerce to display goods has changed from static to dynamic, and the changes in these forms have obviously promoted the purchase of users. However, the change of form will not change the basic attributes of e-commerce. In other words, short video and live broadcasting cannot form a sustainable mode. Sustainable is still a few things to open a store, that is, goods delivery, selection, pricing, promotion, and the basis of maintaining the relationship with consumers.

In the face of the trend of Omni channel, the operation, organization and product force of brands are also faced with many challenges. Especially for domestic brands, they not only need to work hard on technology and products, but also establish brand influence is a longer-term test.

Fierce consumption of domestic products

Under the influence of the new crown epidemic, traditional brands have begun to "find" users online, and new consumption has become a new blue ocean.

According to the data of tmall, in 2020, the growth rate of domestic goods consumption is the fastest after 00, exceeding 50%; On the makeup tables of the post-95's, 40% are domestic products; The per capita consumption of domestic goods of the post-90s generation has exceeded 6000 yuan. The sales volume of the new brand of tmall reached 17.9 times that of 2016. During the period of tmall's double 11 last year, 360 new brands became the champions in the subdivision industry, of which more than 90% were domestic brands.

Judging from the key transaction data, the speed of the rise of new brands is also accelerating. From the opening of tmall's flagship store to the turnover of more than 100 million, it took only 15 months to adopt a cow, 14 months for liziqi, and 7 months for suzhiyuan. This is not the first time that a new consumer brand has emerged on the e-commerce platform.

"The new competition pattern has given birth to many new brands. If we look forward, there were a group of Taotao brands, and their growth path may have some similarities with today's new brands, but today's brands will be more mature, and the intervention of capital will accelerate their growth." An Tang, head of Alibaba Group's tmall consumer strategy center and ecological operation center, said that e-commerce has a big advantage in the decision-making of consumers' purchase and loyalty.

In fact, behind the outbreak of new brands is the gradual improvement of digital infrastructure in the past 10 years. More and more new generation entrepreneurs have joined this wave of consumer entrepreneurship. They are more focused on innovation and experience, not just about price competition. For example, some designer brands, which were originally relatively small, have become more inclusive in the Chinese market.

According to the analysis report of China's designer brand industry in 2020, the market scale reached 82.3 billion yuan in 2018, with a year-on-year growth of 29.81%; In 2019, the scale will reach 72.1 billion yuan, with a year-on-year increase of 26.9%; It is expected to climb to 91.6 billion yuan by 2020. Lu Yan, the first generation of supermodel in China, is a typical member of this group of entrepreneurs. In 2013, she launched her own clothing brand, "comme MOI," which means "like me.".

"I think the products are the core competitiveness, and there are few offline stores. In the whole process, first of all, our own positioning and our products are the most important points. In addition to the fabric, design, board type, including pricing and where to open a shop, they are all very core points. " Lu Yan, the manager of comme MOI brand, revealed that the repurchase of new brands is very important, and the unit price of online customers can reach 6000 yuan. From last year to this year, online turnover has roughly tripled, compared with 440% in the last April.

However, LV Yan is not very satisfied with her current state, "our plate is not big enough, how to break the circle?" This is also a problem that more and more new brands are considering. After completing the original accumulation and breakthrough, the Internet means they are good at, such as planting grass with little red books and short video marketing, are gradually reducing their dividends when more and more players join the game.

Growth "relativity"

In the past three years, there have been about 100000 new brands growing from scratch on tmall. In addition to traditional platforms such as tmall and Jingdong, new platforms such as applets, tremolo, and QuickHand are also emerging.

"At present, the e-commerce market, technology and channel have reached the best time to realize Omni channel, and an era of e-commerce Omni channel outbreak has come." Qiu Wenbin revealed that the brand is still very eager for these new channels, and their growth in the existing channels has encountered bottlenecks, especially in the first half of this year. So they're looking for growth. In addition, the brand will also have certain strategic considerations, even if the channel is not very mature, he is willing to do some experiments to obtain some advanced knowledge.

From the rise of short video and live broadcasting to sinking, the market dividend has been released again and again. Under the epidemic situation, China's e-commerce ecology has undergone profound changes, ushering in the era of all channels. According to the data of the Ministry of Commerce, the total retail sales of consumer goods in 2020 will be 39.2 trillion yuan. However, the gmvs of Alibaba, Jingdong and pinduoduo add up to only about 10 trillion yuan. Even if we add in the transaction volume of wechat applet, Shuo Yin and Kuai Shou, it accounts for less than one third.

There are still dividends in the market, but the demands of different brands are not the same. In Qiu Wenbin's opinion, the requirements for the brand e-commerce industry are different at different times“ In the past, more goods were sold. Now, in addition to selling goods, there are also technology and marketing. To share a dish of inventory, the requirement for us is that your background system must be hard to connect with Jingdong, tmall and tremolo. There will certainly be more and more changes in the future. "

However, in his view, pure marketing style live broadcasting is not a sustainable way. The new channel based on rich media is more popular than KOL.

At the same time, domestic brands and international brands in the current node, e-commerce strategy is also significantly different. International brands will involve many aspects such as transaction, marketing, technology and so on when choosing the agent operators, while domestic brands prefer to master more links by themselves and stay in the stage of brand construction. Qiu Wenbin mentioned a very intuitive word, that is, "sustainable profit growth".

In fact, this is also the ultimate law of market development“ Only when the product is strong enough to be competitive, can more people realize that the sales volume can be increased when the brand reaches a certain volume. It also needs a process to join the channel. If you don't have an absolute grasp of the business, it will have adverse effects. " When talking about Omni channel sales, LV Yan shows a rational attitude. At present, her brand online sales account for 20%, offline stores account for 70%, and buyers' wholesale accounts for 10%. Her ideal state is to achieve 20% - 30% online, and e-commerce can help her reach more people.

There is no doubt that the future consumption concept will be increasingly healthy and diversified. A person may be the owner of luxury goods at the same time, and it is also the cluster of UNIQLO. It will be more complex and necessary for the brand to understand the users.

IP Ciping, managing partner of PWC digital experience consulting in mainland China and Hong Kong, believes that under the omni channel situation, brands must create differentiated brand experience strategies and re formulate consumer portraits and labels. Even the journey of consumer experience should be redesigned. After all, there should not be too many contacts to contact customers, and a data management platform for consumer experience should be established. In particular, to strengthen the training of employees, as well as the goal of customized experience testing“ For example, domestic new energy vehicle brands must tell their own stories to attract new users outside Tesla. "