Zhao Yingguang: The Net Red Brand Is Not As Good As The Original Brand.

Net red is not terrible

I always have a big doubt.

Zhang Dayi, and Lady Qian's wife, Mrs. Shirley, this kind of net red.

Has it led to a new industry? Is it the trend of the next trend? Will this ecosystem prosper? Will there be a new force similar to the Internet brand of the year?

Last week, an exclusive interview was made by reporters.

Zhao Yingguang, chairman of the board of directors, Lao Zhao is worthy of being an electricity supplier. His explanation gives us a clearer view of the position of the net red brand group in the business ecosystem.

We then asked a question: like Zhang Dayi, the net red brand is also doing women's clothing, and the sales volume is good. Will it bring threat to the mature brand of Korean internet like this?

I thought Lao Zhao would say "net red as a new force, not to be underestimated" and so on. I never thought, he said very easily, no, net red has no threat to us.

The next sentence is even more surprising.

Net red is in fact the brand of that year. They are still walking our way. They are even lower than the ceiling of the brand. I was surprised!

Net red and live broadcast are considered to be the mainstream of the next era. They are the most advanced productive forces and the most popular tools at present. However, the brand based on this ecological soil has not been favored.

Why?

The decline of Amoy brands is doomed.

We looked back at the development mode of the Amoy brand. At the beginning, with the flow bonus, the brand developed rapidly. The traditional enterprises did not know how to do the electricity supplier, but the Amoy brand used their familiarity with the Internet, and made full use of Taobao's various tools to enable them to grow rapidly.

After all, these things are actually building up traffic advantages.

However, when the flow advantage is no longer needed, brand marketing is needed. A large number of Amoy brands have come to a close. I remember that at the time of the annual meeting, a number of traditional marketers were invited to make speeches, including the theory of positioning and the explosion of the scene.

After finishing the brand and marketing, and then putting together the supply chain, Han Du Yi house first completed the pformation of the supply chain in 2013, which made them win in the future competition, and won the category champion in the next eleven years.

So today's net red brand, in the final analysis, is still in the flow advantage, do live broadcast, engage in micro-blog, walk show, do activities, all this is actually created a new traffic window.

In fact, think about it. Few people have heard of how good the net brand is, how good the quality is, how popular the style is, how well the customer experience is, how excellent the supply chain is, and how excellent the supply chain is.

But all this is a traffic mechanism, not a brand mechanism.

What needs to be done to make a brand?

Zhao Yingguang said that a brand is nothing more than three levels. First, the supply chain is stable and well matched; second, the brand communication is in place; third, the sales ability is good.

Amoy brands, net red brand, are actually third advantages, brand marketing and supply chain building, not a day's work, and no one can replace it, this is not someone else can (on behalf of operators or service providers) to solve, you can only feel a little bit of their own grope.

Moreover, today's environment is different from a few years ago. Net red and live broadcast bonus are very short. Let's see, I'll watch you perform today, and how long can I watch your commentary?

Half a year later, do you still want to see your face? How many people can see your face for a long time? Consumers have an aesthetic fatigue. The purpose of your live broadcast is to educate consumers. They can listen to you every day and listen to them for six months.

Of course, there will continue to be new users. But don't forget, now the net red brokers now want to batch copy Zhang Dayi. If hundreds of awl faces are being broadcast live, the competition is also tragic. You have the personality, the way you swear to change things, but, more people than you, many people go, how to retain users?

In those days, when a brand was raised, there was a very important way to play. It was a great effort in the picture. When many shops were very pictures, they went to South Korea street to shoot. They asked professional photographers to find beautiful beans, so the conversion rate increased quickly.

But soon, many shops learned this kind of practice, and a group of beans and professional photography companies were born, and the conversion rate decreased.

When the picture level of Taobao is raised, it will not be competitive. When hundreds of awl faces are broadcast live, you will not be competitive.

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Copy net red?

Where is competitiveness? In the supply chain and shopping experience, it is not easy to build up an advantage.

However, only in the supply chain advantages, there is no polish for several years, factories simply do not cooperate.

Therefore, Zhao Yingguang said, today's net red brand, the ceiling is lower than the brand name of the year, easier to touch the top.

Because their traffic dividend period is shorter and the threshold is lower. Moreover, it is impossible to scale up replication.

Of course, if compared with traditional brands, there are no channels for Amoy brands and net red brands. This is another reason for their low ceilings. There is no channel, meaning no one sells you goods, no one provides resources to shape your brand.

Some people may say that the net red people of the United States do not walk on the thorax and face the thorax. They rely on the profession. After China's net red becomes more and more specialized, there must be a way out.

This is a good angle, but the threshold of net red brand is even higher. All industries with high thresholds, high ceilings, low threshold industries, low ceilings, this is the rule.

Therefore, net red brands should not learn from Zhang Da Yi and Shirley, and take the idea of copying Zhang Da Yi to do the net red industry.

Of course, after selling the ceiling, Zhang Dayi or Shirley can take other routes to enter the entertainment circle. If the ability of variety is enough, this is the threshold.

However, what is interesting is that although Zhao Yingguang does not favor the net red brand, but has made the layout in the net red and the direct seeding, specially created the net red live room, the net red, the daring person, the model all may broadcast.

He regards these as a tool of flow management, which is a useful supplement but does not consider it to be a subversive game.

Lao Chao's subversive play is a two level ecosystem. It is scary to incubate one hundred brands every year. Just last week, Ceng Ming, chief of staff of Alibaba, heard of Zhao Yingguang's two level ecosystem. He specially sent people to go to South Korea to observe and sum up experience.

What is this mysterious two level ecosystem? Reporters will continue to pay attention to you.