Most Brands Are Worried About How To Break The Game In The Future.

According to the world clothing shoes and hats net, the CEO white crow shares his three observations on retail.

First, consumption is shifting rather than upgrading.

From the mass population, the consumption budget has not increased, but the consumption has shifted from the wholesale market.

From line to line.

Two, online retail is almost covered.

Monopoly, and head businesses account for 80% of the total.

"Last year, 3 trillion and 800 billion of online pactions, Alibaba lost 3 trillion.

Instead of computers, mobile phones allow us to choose commodities, products are more and more concentrated, demand is becoming more and more concentrated, and the display space of commodities is getting smaller and smaller.

So, Tao's 3 trillion Li is close to 80% in Tmall, what does it represent? 9 million of Taobao sellers account for 20% of the total, while about 200000 of Tmall sellers account for 80% of the total, while about 200000 of the Tmall sellers, tens of thousands of sellers account for the vast majority of Tmall sales.

Three, social networking has seriously affected users' online shopping decisions.

"We are replacing half of our brains with mobile phones. When we went shopping through search, shopping online equals those platform sites. Now they are just shopping destinations, and shopping is based on WeChat, micro-blog, unfamiliar street and other social networking platforms and live video sites."

In view of these three observations, Amoy used the old method to make a brand, and the white crow thought it was meaningless.

For those who want to break through the stalemate, the white crow offers a way to try to get rid of the relationship between the source and the consumer, pfer the marketing position to the social network, and then make the supply differently.

"Come out, to the social network, to the source of the source of consumption at most, to make your consumption and supply different from others."

"Do not just stay in line stores, can you go to the Internet, build your customer relationship on mobile social networking sites, connect your online and offline relationships, and make full channel retail."

"If you are an electricity supplier, do not just watch the store on the platform, because this may end, can you turn your marketing source, marketing focus from the platform to the social network, go to the video live broadcast, find more consumer discovery sites and shopping origins, and change yourself from the source."

In addition to consuming the source to influence consumers, the white crow thinks that businessmen can return to the most basic part of retail thinking. For example, what is the difference between my goods and them? What is the difference between my service and them? Can I do differently at the supplier side?

Han Du Yi house CEO Zhao Yingguang: three paths can break through the curse of volume.

CEO Zhao Yingguang said that from Taobao to the present, there are a lot of Internet brands, but few of them can live and develop very well today.

Standing at this point in 2016, he found two problems.

First, traffic is peaking.

"The number of online shoppers is 480 million, and the total number of Internet users is only 700 million. Online shopping can be bought online, and traffic volume or population has changed from incremental to stock."

Two, online has become the mainstream channel.

"In 2016, it has been identified that online has become the mainstream channel and become the mainstream channel. After that, all the brands that basically go online have come up.

In 2016, Tmall stopped investment and shut down the investment window directly because there were too many businesses coming up.

From the perspective of double 11 in the past year, the sales volume of the clothing category has increased from 2014 to 2015 to 2016, but the growth of visitors is not very large.

"The number of businesses decreased in 2016, although the total volume has decreased, but the quality has improved, and the competitiveness and antagonism have been enhanced."

Faced with the growth ceiling of online brands, Zhao Yingguang pointed out the three way out.

One is to make the main brand bigger, continue to invest in products, operations and brands, and raise the ceiling of single brand.

The two is the combination of online and offline.

The three is to serve as a service provider like Korea's clothes house, and create a two level ecological mode of brand retailers + retailers.

Zhao Yingguang told reporters that the development path of Korean online brand gave him a lot of inspiration. As early as 2008, it was expected that the ceiling of single brand online would be very low, so Han Du Yi house began to make sub brand after 2012, and all brands of IT system, customer service system, warehouse storage logistics, supply chain and other service links were opened up.

"I was doing this with the idea of service providers very early, so we could serve the brand of all kinds of physical quantities under Han Du, so that we could live up to the current target customers' small and medium-sized brands."

Zhao Yingguang said that Han Du Yi chose third paths and is moving towards the scale of billions.

A lot of CEO Huang Zheng: the brand is being divided into groups, making good use of human resources to make a niche brand.

Many CEO Huang Zheng believes that the electricity supplier is still at the stage of the former store.

"Why the supply side reform is difficult to do is largely due to the fact that the front-end channel mode remains unchanged, and the Internet world is still the model of Yiwu's front store and back factory."

Huang Zheng hopes to put together a lot of things that can be divided into groups, which will eventually affect the upstream production of the entire supply chain.

"For example, in the beverage category, the sales of Wahaha pure water are very large before, and the water of Kangshifu is also sold a lot. Now the sales of single brand are decreasing rapidly. At the same time, many subdivision brands have appeared, such as Xiao Ming classmate and Xiao Huang classmate.

As a result, the whole consumer group is in fact divided, but we do not have a large number of sub channels on the ground channel, or a large-scale intensive business super.

More interesting reports, please pay attention to the world clothing shoes and hats net.