01
new internet retail channels
pathfinder or laboratory rat
in China, a model or a channel is touted, and the word "new" is often put on, aiming to separate itself from the past, even if it is changed in most cases, it seems that the word "new" is really different. "New Retail" was also born under the guidance of teacher Ma. Of course, Alibaba has really made a lot of efforts for this word, so that it seems to be like that.
There are also several doses of "elixir" that are the Internet and fashion. Nowadays, young people in villages and towns on the 18th line all know that Pinduoduo can pull their heads and cut a few knives on their mobile phones. The internet is definitely the most savage growing species in China. As for fashion, it has already been marked with "shell jacket" on hiking shoes, fashion, various hoodies and T-shirts with free shipping for 9 yuan and 8 yuan, many people who have received 9 years of compulsory education know this high-end word "Fan Xing".
In the home furnishing industry, new retail is also blowing the trend of justice. Those who embrace Tmall, Jingdong and Pinduoduo are unknown, but few manufacturers really gain profits through new retail, because it involves low frequency, large amount of consumer goods and consumption habits, some problems such as network layout, online and offline price, and service connection of various manufacturers have not been well solved, including service fees and the business scale required by each platform.
Finally, because everyone made corresponding pre-judgment in the early stage, there are no too many melons exposed from manufacturers to distributors. Therefore, brands on the new retail track of the Internet in the home industry (especially the whole house customization industry) act as Pathfinder and laboratory rat.
02
stumbled test
who will be the survivor
kebao, Jujia and IK mentioned in the title have all made brilliant appearances on the e-commerce platform, and the cards played are all aimed at the Internet fashion crowd, with amazing similarities in history.
Early Kebao LOGO (Image Source: Home State-public number, invasion and deletion)
I don't know where Kebao is still in the BOLONI brand sequence or where the brand is used. I still remember Cai Ming put forward the concept of "real estate arms" several years ago BOLONI, it aims at serving Kebao in hardcover rooms and providing customized product packages similar to current bags.
Unfortunately, like many stories in the development history of BOLONI, they were a little ahead of time, so that Kebao seemed to disappear in people's vision.
(Image Source: Home State-public number, invasion and deletion)
jujia, this is a sub-brand hatched on Tmall with gold medals. In the early days, it took the online and offline channel combination mode and was positioned as a light fashion crowd. It generally felt that it was a cost-effective route, at least at that time, compared with the gold medal, it was not expensive or high-end, but it might be found that this road was blocked. Therefore, after the gold medal was listed, a "brand new" appearance was made through the exhibition, and the beginning was the old driver, take the "high definition" route, at least it seems not cheap.
As of June 30, 2020, there were 573 wardrobe stores (including under construction) opened by the Orange family, with revenue of 0.155 billion in the first half of the year, the average payment of each store is 270000 (except for the store under construction and the impact of the epidemic, this performance is not very bad).
IK Product Picture (Image Source: Home State-public number, invasion and deletion)
IK, what impressed me was that it was launched in the way of "pricing by kitchen area" at that time. From Zhibang financial report, we can see that it was a sub-brand that began to incubate in 2018, "Providing whole-house customized products to those who just need home consumers with Internet thinking" is the official positioning for IK.
In 2020, the full text of the mid-newspaper only mentioned "IK" in two places, and its specific performance was not shown in the financial report. Is this "not successful yet"? Just like the "fafei" they pushed? From wardrobe brand to "matching Home Products".
(Image Source: Home State-public number, invasion and deletion)
NOLA, this is a joint venture brand jointly created by haolaike and jia.com. According to the understanding of the previous exhibition, it is to rely on the Internet to make a market in just need. One can provide traffic and the other can produce and supply, looks like a good hand, is the fact as expected?
It can be seen in the haolaike report in 2020 that NOLA and V12 door and window brands contributed only about 17 million performance from January to June in 2020 due to the epidemic and industry impact, but the cost reached more than 18 million, therefore, NOLA should have some time to become a profitable sub-brand.
Mi LANNA fashion wooden door product rendering (Image Source: Home State-public number, invasion and deletion)
mi LANNA, this brand should have appeared in Sofia and cooperated with Huahe at the earliest the brand of wooden door, because Sophia had not obtained the trademark of wooden door category at that time and was "maliciously registered", there was no way to use the name M LANNA, in recent years, the performance of wooden door categories that have been put on high hopes still accounts for a relatively small amount, but this year's report can be seen as the only positive growth category in several categories in Sofia, with a growth rate of nearly 10%, maybe it is the reason why Sofia brand was "recovered" to the wooden door category, so LANNA fresh talent is applied to the whole house custom brand?
03
wild Hope behind sub-brands
if we really study why they launched sub-brands, we will find that there are actually the following reasons.
Channel saturation performance ambition
when the store exceeds the value of 1000, the manufacturers in the customization industry can be sure to be big factories. When the average annual payment of a single store exceeds 500000, it has reached the level of listed companies, what's more, most of the stores that launched sub-brands have exceeded 1,000, and the single-store payment has also passed 500000/year earlier, therefore, the first-tier and second-tier cities and even important third-tier cities in the Chinese market have been saturated. If we want to increase our performance, the fastest way is to open more stores.
Multi-brand replication dream
this is what listed companies want to do most and what they are doing. By virtue of the aura of listed companies, they should seize the time to lay out the second or even the third brand and seize the market Highland more quickly, complete the replication dream of multiple brands and achieve higher revenue and market value.
New positioning requirements for self-innovation
the positioning of the main brand and the establishment of people have been established. If you want to dig out more orders from different echelon and don't want to make big adjustments to the current brand, it seems to be the fastest way to be a sub-brand, therefore, sub-brands under the banner of Internet, new retail, fashion just need people and so on are born naturally.
Summary
being a child brand is like giving birth to a second child. The big baby is on the way to practice the number, and the mind is jumping to practice the second baby. Some of the big babies are very successful, and they are as good as the second baby, some big babies have been abandoned for practice and want to start the stove again. Therefore, no matter how the positioning is, it is the enterprise's own choice. After all, no matter the big baby or the second baby, it needs October baby. In addition to blessing the second baby to be healthy and safe, we can't seem to say more.
Another example is like porridge. Compared with the brands with less economic conditions (outlets and revenue scale), we still advise them cautiously that the porridge of the main brand can continue to blow, don't worry, the second pot cooked on the other stove is not necessarily more fragrant than the first pot. As for those who don't store much food but consume more than ten pots of porridge constantly, we have seen that the more the porridge becomes thinner, the less calories it can provide.
Finally, it is difficult to start a business. Please be kind to the distributors who accompany you to bring big brands and cherish them. Don't let down your trust.
(Article Source: Home State-public number, invasion and deletion)
