Traditional Brands And Amoy Brands Are Different In Positioning.

Traditional brands are more famous than brand names, and many consumers choose traditional brands through previous media advertisements such as TV, so they are more likely to accept online products and have higher awareness.

So the premium will also be higher.

The gross profit margin of the shop in which the author is located will be higher than that of the Amoy brand. The same product may only have 20% competitors, while the traditional brand will reach more than 35%.

Therefore, it is also decided that the location of Amoy brand is mainly quantity.

For example, the sale of a burst from double 12, in just two months to reach 3000 sales, and after data analysis, although the explosive sales in the sales up faster, but a single product gross margin is less than 10%, it is really more laborious.

That is to say, the price of the traditional brand is high, the gross profit rate is high, but the volume is relatively small, and the price of the brand is slightly lower, the gross profit margin is low, and the volume is relatively large.

But in the supply chain,

But it is more flexible than traditional brands.

The same product is out of production, but if the brand is only urgent for 20 days, while the traditional brand is 2 months, the probability that the brand will make a monthly sales volume of several thousand or even tens of thousands of dollars will be higher.

For example, there were several selected products before the shop where the author was located. By way of ladder price increase, the sales volume reached 400 at the highest time, but because of the reason of the delivery period, the final product was broken, so the explosive money died like this.

stay

On the positioning, the brand is more flexible.

For example, the price of 89 yuan in the market is the best seller, and we will develop corresponding products for this price.

And the shoulder pack of this price segment has a wider audience, and it can achieve more than 5000 monthly sales.

And our pricing has been determined to only do more than 129 yuan, according to this price segment, can only do business bags, and because the audience is small, it is destined to not become a monthly sales volume of 5000 pieces of single product, can do 1000 is already very laborious.

From the aspect of communication, the brand is more flexible.

Salesmen can directly butt up with factories, and rush to deliver goods every day, so the delivery period will be shorter, and the success rate of building explosive funds will be higher.

and

It is impossible to do that. Sales personnel need more commodity group communication. The commodity group will communicate with the planning group, then the planning group will communicate with the purchasing team, and finally the purchasing team will communicate with the factory.

Through the above links, it is not difficult to understand why the normal delivery period is three months, and it will take two months sooner.

From the positioning of the sales channel, the traditional brand is all over the net, and the ground channel is distributed together. That is to say, although the sales volume is relatively large, but from the two platforms of vip.com and Tmall brand, it will encounter the problem of price conflict of the same product, and the electricity supplier and the ground channel will encounter the price conflict because of the same style.

And the brand names are all special funds, and the price conflict is almost never.

However, when the brand was first sold, the difficulty was very great, because the consumer's cognition was not high. At this stage, it was necessary to spend several times of energy to precipitate and compete with the traditional brand.