[Case] Internet cosmetic brands: how to get out of the path difference different from many Amoy brand in the online selling cosmetics grapefruit homes self-proclaimed 'Internet brand.' Lynx with these platforms than their own electricity supplier platform a much larger risk, the likelihood of success is much smaller. However, this platform if successful, will also get the cake to be much larger. However, this is the home of their own way out or die? Also, or the home of the resurrection? Such a business enterprise, the development of the road to the electricity supplier What are the implications? I horse and you analyze together. 'Internet brand' positioning: self-seeking 'a dead end' around 2012 to 2013, grapefruit homes ceo Lingyuan Jiang determine their 'Internet brand' positioning?.
But this time, it is well-known Internet brands where the customer decline, and a variety Amoy brand in the ascendant, when Masamori of arrogance. It feels just like in court death! Grapefruit homes ceo Lingyuan Jiang has publicly ridicule in some cases they are 'martyrs.' Because an enterprise to build a platform independent electricity supplier, the impression is that burn like burning paper, like himself, a not worth the money, two people have not died, perhaps the money has been spent, and only jump. Even to achieve a certain scale, once the capital fracture, only to be acquired or the fate of collapse. In short, to survive, very difficult. Survive but also have the vitality, harder! Then grapefruit homes for what kind of consideration, chose 'Internet brand' of such a position? I believe that grapefruit homes is likely due to consider the following two aspects. First, grapefruit homes have accumulated a certain industry. First, of course, they have done a long time in cosmetics, there is a better product, a series of natural skin care without adding cosmetics, which determines its brand. But with grapefruit homes as 'Internet brand' There is no relationship, a relationship is that they accumulate deep electricity provider industry, especially the Internet industry has accumulated, it is said, their Lingyuan Qiang, CEO from 2005 began to engage in the electricity supplier and the network has been established over the excellent song, this shows that they not only electricity supplier is very understanding of the Internet channels are also well aware, aware of their channels in the internet, compared to other cosmetics brand has a kind of advantage. Compared to other cosmetic brand, they are after all in the Internet channel operation and maintenance has accumulated more experience, or even that they are preliminary in excellent song Network has accumulated a certain amount of users. So they did not position itself as a counter products, or on the line of the brand, not even for the Amoy brand positioning. Second, grapefruit homes saw gaps in the market, we chose to go the way of differentiation strategy. Undoubtedly, Cosplay Costumes there does exist a large gap in the market, we are focusing on the Lynx Taobao, because it seems to be in the Lynx Taobao more likely to succeed, at least he is more likely to profit more, the risk will be much smaller .
As if blinders, we have ignored the other Internet channels Lynx Taobao outside, most businesses will have spare capacity concerns Jingdong, Le Bee network such platforms. And in fact, from the entire Internet environment, the number of Internet users is much larger than the Lynx Taobao platform for electronic business the number of users, because users do not always have a part of Lynx Taobao, but the Lynx Taobao users must be users. And Lynx Taobao platform itself, there is a big castlevania wigs problem of product homogeneity, other industries did not say, all cosmetic brands assign the user an average number of user accounts for each brand will be very small. Although contrast, own a business platform of risk to be much larger, the likelihood of success is much smaller. However, this platform if successful, will also get the cake to be much larger. Two phase power, whenever it has the courage vision of entrepreneurs would choose to become 'Internet brand', a go-break. From the above analysis, it seems that we can see, grapefruit homes homes, not 'premises' and 'homes', but 'laid down his life' and 'homes' and 'There was only homes,' the 'homes.' Grapefruit Scotia CEO Lingyuan Jiang also mentioned dnangel wigs in some share in their chose to become 'Internet brand' reasons, but I think, careful and detailed analysis, see beyond the surface, mainly these two points. But do Internet brand, or Internet business, mobile Internet business, whether the Internet industry must have deep resources background, or can more be achieved through cross-border, such as directly into the Internet from traditional industries, we need to discuss. Perhaps the Internet business background, have more advantages. Where the customer of the War, however, it is undeniable, in this process, grapefruit homes weaknesses to be overlooked, I think, the most essential point is that no matter how good their products, and only a brand, even if all categories are doing, product species also remained monotonous, to meet all the needs of consumers, it seems that there are still some difficulties. So grapefruit homes still can not be a largely electronic business platform, but like they say, like myself, just a official website, is a function of the transaction with the official website, the official website of the only traffic is not an ordinary cosmetics company can be achieved. So they self than millet is a grain of truth. And where the customer has a comparable reason behind not stick to their own 'Internet brand' of the road, and finally chose to become a B2C business platform, it will not be because of this reason, I really can not wild speculation. But we can see a little through the road where the customer, where the customer is the beginning to make shirts, impressions of other products is relatively vague, then it seems to do good, mountains and plains are advertising, until the formation of where the object; and Later, they began to sell shoes, sell children's clothing, women's, and then began to home, accessories and so on, then they began men's women's children's clothing, shoes, home, accessories, cosmetics and nothing to sell at this time, it really made a huge influence on the official website into a shape of the electronic business platform.
Thus we seem to see an elongated track - first shirt prolonged into men's, women's clothing again prolonged the field, then again prolonged, they move towards a wider area, beyond the garment category. From here, they want the product category enrichment efforts step by step, until the end, did not become a central location, not its own characteristics. But I still can not jump off, whether because they are realizing the only brand of men's shirts or monotonous product categories, and make changes. But perhaps, not rich product range, is indeed a people anxious to catch things, how many companies can withstand the temptation to expand? Back grapefruit homes, in fact, such an official website, if the 'built-in' in Lynx Taobao, Maybe better, because with their brand influence, can attract from Lynx Taobao to a lot of traffic, but has become a greater influence on the Amoy brand. With respect to the high marketing expenses, the independent operating a business platform takes labor costs, operating costs, no less. However, where the customer point of view, grapefruit homes now adhere to the road, and perhaps wise. Because they did not give the Lynx Taobao, but on the whole network of marketing, even more importantly, they stick to their Internet brand on the road, firmly grasp their core strengths. But how to solve the problem of product categories rich enough? Is the need to address? Perhaps this is precisely based on their own after customers make careful selection of fine analysis? Is based on a more in-depth segments of cosmetics and skin with a specific user groups focus? These questions not only a test of their team, but also a test of their leader. More a test of the Internet market acceptance of the brand. Internet brand cosmetics, B2C electricity supplier of the road how to go? Despite grapefruit homes have been stressing the entire network marketing aside, the Internet brand of cosmetics, B2C electricity supplier of the path to take? To analyze the 'Internet brand' cosmetics B2C electricity supplier of the road How to go, we should start with the consumer psychology seems to start. Just understand one, that is, under what circumstances would the consumer cosmetics to get his face, what would be the first to solve a psychological disorder? Some people might say that effect. But I believe that consumers will only establish a sense of trust cosmetics brand, and the first is that under the circumstances it would be safe to cosmetic wipe his face to go, because they never wanted to become disfigured beauty. After the effect is based on trust. Solution to the effects of psychological demands of consumers, we should have a very rich experience, but how to eliminate the consumer concerns about product safety? I think there are two ways, the first is to make all possible Consumers are aware of the brand.
The second is to find ways to make pro-consumer, friends tell consumers that the product is safe. Of course, if you can tell the consumer that the product is not only safe, but also very good, it will be better. So what is it a good way to achieve these two points? Of course, is the brand bombing, through a lot of advertising, demonstration of our product is safe and very effective. But for an Internet brand is concerned, we believe that the brand bombing, when it should have its own Internet personality, since their target customers on the Internet, then the Internet advertising should be the first choice for Internet brand, soft wide good, hard Canton worth mentioning, besides lower cost Internet advertising, effective faster, spread more rapidly, covering broader. Better is a social brand to become the target customers friend, when you become their friend, you tell them your product is very safe, very effective, they will be more likely to believe, because they know that a friend is not going to hurt Their. And through them to tell their friends, you have not become friends of their friends when they want to build trust in your brand, than you to say, would be more useful. And when you become your target customers friends, they will be very happy to tell their friends, this thing is very good, first, because they are willing to help sell products to their friends, and second, because they want their Friends can use to better products, good things with their friends. Mobile Internet, social networking tools, especially the emergence of a social movement, the electricity supplier for the cosmetics brand to go the road, especially the success of this independent operating electronic business platform, providing a golden opportunity. So that you do not need to spend a lot of cost, users have the opportunity to come around, becomes the user's friends. Milk powder brands more prominent security concerns of the industry, but also has this unique advantage. Solve problems, identify problems from the start, the dark horse team O2O call you. Welcome around the electricity supplier industry entrepreneurs to participate in our O2O buttoned group (group number: 218 831 810), we study together, work together to find.