From third-level films to art films, the evolution and rules of e-commerce brands

　　At the Laogao E-commerce regular meeting , Zhan Guang, a master's degree in management from Fudan University, who has more than ten years of experience in brand operation and management, was invited to give everyone the evolution and rules of e-commerce brands. The following is the content to share.

　　Host: First of all, the sharing guest I want to invite you is a master's degree in management from Fudan University with more than ten years of experience in brand operation and management. His proposition is "not only can you speak, but also do it." Over the past ten years, he has always insisted on doing and research. At the same time, he is also the founder of brand 6C management. Let us go to "Ai Shang Flower" together to listen to the sharing of "from third-level films to art films, the evolution and rules of e-commerce brands" brought by Zhan Guang, general manager of the Finance Department. Let us have warm applause.

　　Zhan Guang: Good morning everyone. Today I will share with you the topic: from third-level films to art films, the evolution and rules of e-commerce brands . In the early stages of e-commerce, it completely ignored decency and identity, which was the third-level film stage of e-commerce; nowadays, e-commerce has become increasingly literary and artistic. If the early "third-level films" still exist, they have undergone literary transformation, which is reflected in several aspects: First, the brand of art films must first have a good background and origin; second, the visual image of art films is very elegant in both products and graphic design; third, the planning of art film activities has themes. Then, the e-commerce environment, business logic and business rules behind "level three films" to "art films" have undergone profound changes. It is reflected in: First, Tmall has entered the brand mall; second, now e-commerce has entered the five aspects of enterprise, branding, scale, capitalization and specialization. Enterpriseization is the only way for e-commerce transformation. Gone are the era of grassroots entrepreneurship in e-commerce.

　　The evolution of e-commerce can be divided into: evolution of positioning; evolution of price; evolution of style; evolution of personality and evolution of public relations. Let’s first understand the evolution of positioning. The characteristics of the store before 2009: First, everyone is busy trying to browse reputation and drills; second, the industrial chain of the product is unstable. The store has no positioning at this time. After 2008, Taobao Mall was born, and the mall also began to be marketed and branded. In 2011, Taobao’s new regulations raised the threshold for malls. After 2012, Taobao was renamed Tmall and began to have an independent brand and status as a world leader. In the 3.0 version of E-Commodity, the brand evolved to segmentation and specialization. When we are looking for positioning, we just need to have a dimension that is outstanding. One of the ideas of positioning is to be the first; the second is to be the only one; the only goal is to be the first. One of the brand positioning directions is segmentation; the second is integration, and the most common is the integration of luxury brands. Excessive extension of ordinary brand integration will absorb the original value of the product, causing a blurred consumer perception. The third direction of positioning is innovation; one consideration involved here is the difference between mainstream American brands and mainstream Japanese brands. Japanese mainstream brands must follow the principle of relevance and cannot extend and integrate across major categories. One brand corresponds to multiple products or categories. The mainstream American brand is a product that corresponds to a product or a single product category. The more mature the commodity economy is, the more suitable the mainstream American brands are. Most of the positioning of online brands should follow the mainstream American brand model.

　　Customers who often shop online can find that online products are becoming more and more expensive, and the prices of brands with high popularity and influence are particularly increasing. If the gross profit margin of e-commerce brand costs does not reach 50%, it will definitely be a loss. The purpose of the hot-selling economy is concept sales rather than just the hot-selling products themselves. Three indicators of price evolution: the position of the price, the width of the price and the price. Each brand defines the brand's price and price width, plans the price and commodity structure, and controls the total gross profit margin.

　　There is its logic behind the price, and the evolution of style is relatively obvious. brandStyle includes style and tone, commonly known as "having accent", which is mostly reflected in the visual image of the brand. For example, changes in brand styles are actually ever-changing, but consumers can see their own style positioning at a glance. Style and tone are necessary for all brands. Style is formed for a long time and is recognized by the public; tone is the darkness and warmth expressed in the brand's colors, and the passion and calmness, sensibility and rationality caused by emotions. If style is a frame, tone is the color of the frame. To achieve a unified style, you need to find a designer to unify the scope and design according to the scope; or extend it with only one element; or use color. The brand style will eventually become a big brand.

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