Whether it is an online public domain or an offline public domain, it will be difficult to only do public domain.
What happened to the Tao brand? Handu Yishe, Inman, Split Silk, Yunifang, Afu Essential Oil, and Membrane Family, since Uniqlo successfully grabbed the top spot of Handu Yishe during the Double Eleven event in 2015, you will find these familiar names gradually Disappeared in the major lists of Double Eleven.
Even Handu Yishe, which was explained by the university as a successful case, fell out of the top ten list on Double 11 in 2020. Also, the IPO was terminated in the same year. In May of this year, GF Securities issued an announcement saying: Since Handu Yishe plans to adjust the capital operation method and schedule, it has been decided by consensus to terminate the listing guidance.
In this year's Double Eleven, the Tao brand, which used to be very popular in the past, has been reduced to "no one cares."
1. Taobao brand: success in Taobao, failure in Taobao
Today, the live broadcast room has gradually become the core scene of double 11 shopping, and the relevant data of this year's double 11 live broadcast shows that Tao brands seem to be facing a more dangerous situation.
We can see that in the list of brands in Li Jiaqi’s live broadcast room, L’Oreal is firmly in the top spot, with 2.34 million+ pieces pre-sold on the first day, followed by Nature Hall, Zhuben, Affordable Materia Medica, Oushiman… none of them are Tao brands.
The sales categories of Weiya’s live broadcast room are more comprehensive, and brands such as Yuze, L’Oreal, Olay, Colorkey, ubras, and Li Ziqi are at the forefront, but there is also no trace of Tao brands. It is replaced by new domestic products and international brands. And even if the Tao brand is self-broadcasting, it seems that there is no splash.
The Tao brand was born in Taobao, but it is also trapped in Taobao.
As public domain traffic becomes more and more expensive, they grow up following the platform, naturally living in the Internet traffic, and relying heavily on the platform traffic. All Taobao brands, even if they have expanded their stores offline many times, their offline channel marketing is still in a weak link.
From beginning to end, the Tao brand can only be controlled by public domain traffic.
As the Internet enters the era of stock, Ali Tmall has become an important battlefield for major brands to compete. The strong attack of international brands and new brands, after dividing up the remaining platform dividends, facing increasingly expensive customer acquisition costs, even if Tao brands have already sensed their own destiny, they can’t always find the right one. way out.
And the words of the founder of the Tao brand Inman brand may be the best answer to today's Tao brand: "Whether it is a Tao brand or an Internet brand, if you don't go offline, it's just a matter of time."
2. Physical impact: commercial reshuffle under the trend of the times
Offline commercial rent is paying for the location, and the essence of the location is the amount of traffic. The rent of offline enterprises is essentially the cost of purchasing public domain traffic. And these offline companies are another bleak picture.
Intime, a well-known business in China, closed 50% of its offline stores during the epidemic. Muji's U.S. subsidiary has filed for Chapter 11 bankruptcy protection due to the fallout from the coronavirus pandemic.
The former retail giant Suning was officially taken over by Shenzhen International and Kunpeng Capital this year. Why Suning has come this far? Sun Weimin, vice chairman of Suning.com, sighed: "We are a retailer and we compete with advertisers. In the capital market, we use the price-earnings ratio for valuation. They value based on the number of users. very tired."
To sum up the reasons, Suning only wanted to gain telemarketing list telemarketing list sales profits in the face of online business, but did not achieve enough user growth. Although Suning has announced the start of "Internet transformation" since 2010, and in 2018, it has achieved more online revenue than offline revenue, but its business layout is dazzling, and the final result is a series of online and offline losses.
Where will Suning go in the future, it is estimated that it is also thinking as Sun Weimin: "With the help of the ability accumulated in the transformation of the Internet in the past ten years, the development of local online interconnection and the operation of local Internet."
Even with the size of Suning, if he can't play well, he will end up playing bleak. Therefore, simply doing the public domain is not a road leading to Rome.