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Justyle Online Brand Wins Good Reputation

2011/11/30 14:30:00 40

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In the past week, Taobao hot shop list shows: Justyle Menswear

Flagship store

Catch up with JACK&JONES, UNIQLO, Scarecrow and other traditional international men's wear brand stores, ranking the first place in Taobao men's clothing store.

The top five men's brands, apart from JUSTYLE's pure net goods brand, are all offline brand entities.

People in the industry even think that the era of offline brand is coming! Net goods brand is expected to completely replace the offline brand within 3 years! Is it really coming? Fool thinks it is the first step in the Long March, and this kind of prediction is too optimistic.

The key is online.

brand

To a large extent, it only attaches importance to the short line of advertising war.

Marketing

And ignore the long line construction on the real word of mouth.

This feature can be clearly seen from the growth trajectory of JUSTYLE. Despite the rapid growth of JUSTYLE, the online sales strength of offline brands still occupy the following seats. The unique state of the brand proves that the offline brands are under the long-term line.

Sale

It has built strong quality and brand reputation in the minds of consumers, and online brands selling on the Internet, because of short growth days and excessive reliance on advertising, ignore the upgrading of the product itself, and inevitably fall into the short impulse consumption of consumers under the influence of advertising fast food.

This situation has led to the overall weakness and vicious circle of online brands in the e-commerce war.

Lack of brand power and vigorously rooted in online advertising, and then increase advertising costs, resulting in not much online brand.

profit

A large number of products are recycled into the advertising war, but unable to exert themselves on the quality of the products, it is more difficult to form a real brand power in the minds of consumers and become a synonym for cheap goods.

The success of Justyle is that it has abandoned the traditional war of Internet advertising investment, and has made articles on design and quality.

At the beginning of its brand development, JUSTYLE joined the fashion designers of the United Kingdom, Paris, Japan, Italy and so on to create the fashion trend of their own with the integration of global fashion and Chinese local elements.

And the most critical thing is that its fast use of the Internet, so that fashion trends in the Internet popularity faster than offline brands.

After all, the online sale style of the brand must be synchronized with the offline store, while the physical store is affected by the logistics and warehousing, often slower than the fashion trend, unless it is its own dominant wind direction.

This also makes it inevitable that the brand will be affected when the fashion trend spreads on the Internet. The Justyle with the same quality and faster vane can seize the initiative and win the initiative, and let its brand get a great spread through the word-of-mouth of consumers rather than the direct online advertising.

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This effect is very obvious. Since the beginning of the market in 2008, Justyle has not played the advertising war like most of its peers. Instead, it has won the consumers gradually by quality and design. The good product quality, whether online or offline, is bound to form word-of-mouth communication among consumers. This is a more powerful means of communication than any advertisement. Although the short-term effect is slow, once the accumulation has reached a certain stage, it will show an avalanche snowball effect. This also makes Justyle win the market success after 3 years of development, with a strong reputation rather than short-term advertising.

If online brands want to defeat the offline brands, the competition now is not how much savings can be saved and store funds, because offline brands can be opened online at any time, nor is it cheaper than the price, because the mass distribution of brands under the line can greatly reduce the price, and price war is not the ultimate meaning of competition. The most important thing is to win by quality and win by word of mouth. This is not only the key to online brand breaking away from the vicious cycle of advertising, but also the key to online brand and offline brand's real day's length.

In the double 11 Taobao mall promotions, JUSTYLE prepared 7777 Durex's TT as gifts, and was given away within 1 hours. Justyle issued an emergency notice saying that it was suspended, but the enthusiastic consumers did not buy it and asked to continue to send it. Finally, JUSTYLE had to add Durex, and set up a ten million level sales.

This case also illustrates that online brands have a more flexible market strategy and quick response mechanism than traditional brands, thus giving full play to their advantages.