Tao brand is easy, shake the brand difficult

Edit Introduction: Three Squirrels, Handu Clothing House, Yu Nifang ... Taobao has a lot of brands. On the other hand, Douyin's side, Douyin e -commerce has a GMV of nearly trillion yuan a year, but does not give birth to a well -known trembling brand like Taobao? As the hottest and most traffic platform at the moment, why is it so difficult to shake the brand? Let's take a look together!

Good villagers, I am the village chief.

A few days ago, an entrepreneurial brother asked questions in the circle of friends. The GMV of Douyin e -commerce was almost over trillion. Why did you have a well -known trembling brand like Taobao.

Regarding the Tao brand, let's not say that it is still gone and do it well, but at least there are many brands familiar to the year, such as three squirrels, Handu clothing, wheat bags, cracks, royal mudfang, Fangcao set, puppy electrical appliances, etc. Wait.

But we look back at Douyin. It seems that every platform e -commerce festival and anchor promotion, the turnover is in the units of 100 million, but you can't remember any brand?

So today the village chief will talk to you. Why is it difficult to do the brand as the hottest and most traffic platform at the moment?

01 Objective historical reasons

First of all, we must face up to a basic realistic issue, that is, Taobao has been almost 20 years old.

In the past 20 years, although there are many products in China, most of them are offline brands, and even brands that can even call their names are advertising in traditional channels.

And there are very few brands that really sell goods in e -commerce channels, from Taobao completely.

Therefore, because of this special historical opportunity, coupled with the efforts of the brand, the birth of many Tao brands.

On the other hand, you can find a ready -made product with the products and styles you can think of, and the competition is extremely fierce.

In the same way, before 123 years, domestic brands have almost no news, especially smart big screen mobile phones.

Therefore, even if Douyin wants to make a trembling brand, the plan and strength of this support must be at least five years later.

02 The core of Douyin is still the content platform

From the public account to Xiaohongshu, to fast hands and Douyin, it has completely proved that the content marketing can fully achieve the goods, and the efficiency of bringing goods to some extent is more efficient than the rack type.

But I have to emphasize that the core of Douyin is content, and Douyin is an entertainment platform.

So whether you can buy clothes, fruits, or whether you can buy clothes, fruits, or directly buy restaurants, and scenic spots on Douyin. Users are first to look at the content and then consume.

Pure entertainment -oriented content e -commerce will actually dilute commercialized e -commerce brands.

Therefore, the vast majority of people have a consumer psychology. To buy things, buy cheap, and price comparison, go directly to Taobao search.

Because in their cognition, Douyin bought things just to have it.

You may wish to do a survey. You ask some ordinary users around you. Do they really know that they can search the goods and compare the price directly on Douyin?

In fact, many people do not have this consciousness at all.

03 Douyin's algorithm mechanism is not conducive to being a brand

Douyin's recommendation algorithm or interest algorithm mechanism has advantages and disadvantages. To some extent, it breaks the flow effect of traffic and achieves certain fairness.

Even if there are many big Internet celebrities on Douyin, it is useless if this number is not activated.

Therefore, this is also forcing such an Internet celebrity to continue to update and interact in order to have traffic.

But for many products that want to build a brand, this form of traffic is not a bit high for the trader.

One thing to find a way to continue to produce and fun, rather than pure product sip, it is difficult to make a brand in the white brand in Douyin directly drinking products.

Secondly, we can find a way to understand algorithms, understand users, and gather decentralized traffic to their accounts, and at the same time, we must implant the product in the minds of the user.

In fact, there is a big conflict here, which is the function, materials and other content of the product itself.

I just said the official account of your product, while patting various entertainment content, it will weaken the brand's brand power.

Third, how to find ways to continue to appear in users, such as opening screen advertisements, short video releases, combined KOL, celebrities to make big promotion, participate in official e -commerce activities, and so on.

So everyone can see that Douyin is a strong content mechanism, while Taobao and JD.com are a strong commodity mechanism.

If you want to be a brand, the core is the product itself.

04 The existing brands of existing brands

Now you can find a product blue ocean in the product library other than Taobao. I think it is difficult.

Unless you can do new technologies, materials, scenes, and crowds.

But even so, few brand products are completely from Douyin from scratch.

So most of the brands you see now are traditional offline brands or brands that have been on Taobao for a while.

They just regard Douyin as a channel for sales, not to create a brand.

So for a white card, it is difficult to highlight the original well -known brand.

In addition, whether it is a platform or KOL, the hunting of the new brand has actually made inadvertent moves.

Its platform is vigorously supporting the brand's self -broadcasting, especially well -known brands and traditional brands.

Therefore, we can see that many traditional and old brands have survived with the help of jitter. Among them, the marketing in the field of clothing is a typical example. At present, the major anchors are afraid to pick up the white cards. They are afraid of quality and after -sales. Therefore, you go to the live broadcast room of major anchors to send benefits and promotion products.

Including the currently popular Xiaoyang Ge live broadcast room from Haitian soy sauce to Wei Long spicy strips to Qingfeng, Dali Garden, and three squirrels, all are traditional brand products. New brands are almost difficult to really have a truly influential anchor live broadcast. between.

05 users' cognition of people is far greater than products

You can ask some friends around you, do you really go to the product itself on the Douyin?

There are two states on selling goods on Douyin:

One is to compare the price, which is the same as Pinduoduo. Even if it is a merchant, when you come up to sell the goods yourself, you can cut a 50 % discount and sell it yourself.

The second is the anchor benefits. In order to be able to go to the anchor's live broadcast room, the merchants are witty to the product configuration. The so -called anchor or e -commerce live model.

Then the price of the anchor is low, the number is large, and the commission is high.

The merchant originally fantasized that it rely on a wave of welfare subsidies to exchange the traffic explosion, content authorization, etc. of the anchor.

But the core is that users do not pay! The consumption mind of the user is not in the presets of the merchant.

After the user finished the order, an idea was that I bought a box of very cheap paper towels today, or I grabbed a box of cheap paper towels in a certain master and star live broadcast room today.

From the beginning to the end, the brand was not mentioned in the user's cognition.

In terms of product sales alone, we cannot deny that whether it is doing low prices or finding anchors, we can achieve it.

Even in this way, it can make money for merchants, and it is almost the same as that.

But it is difficult to from the perspective of the brand.

If you no longer do low prices today, when users place orders, they will think.

If you are not on sale in the live room of a star anchor today, the user does not care, because out of love and trust in the anchor,

Under the guidance of the anchor, he will buy other 20 packs of paper towels. What brand you are not important or forgot to have been forgotten.

06 Can the brand really can't do it?

The essence of all business is traffic. Can you really do a few well -known brands in such a large traffic platform?

First, this is not necessarily, as the village chief said at the beginning, on the one hand, the platform and merchants must have enough patience and strength to work hard in the next five or ten years.

Instead of running for a few days or a few months, changing a platform.

Second, from the perspective of the platform alone, if the platform does not intentionally support it, it will continue to help from the direction of traffic, exposure, and activities. It is also difficult to rely on the product itself.

For example, on Taobao, whether it is from the category, the activity area, or the daily promotion of all exposures, online or outdoor elevators, etc., the collaboration of brands and platforms is strong.

Therefore, whether the brand can do it, it depends on whether the platform is willing to play together.

Third, to make a real brand, it is not just a platform.

Even if the three squirrels we are familiar with now, it is difficult to make a brand if it is only done on Taobao.

In addition to the exposure of the three squirrels on Taobao, it also took great efforts on other channels.

Such as making movies, opening offline stores, commissioning channels, brand PR, variety shows, film and television drama works, etc.

So we say that the trembling brand and the Taotao brand seem to refer to the platform of a platform. In fact, there are many things to do behind it.

Well, the village chief will share here today, looking forward to reposting, commenting, and like.

#Columnist#

Shili Village, WeChat public account: Shilipxl, everyone is a product manager columnist. Occasionally share life, pay attention to e -commerce, technology, new things.

The original published in this article is a product manager, and reprinting is prohibited without permission.

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