Alibaba: Four Trends Of Internet Brand Development

Recently, Ali Research Institute in Hangzhou, China, "2016 China (Hangzhou)" Electronic Commerce The Expo released the list of "2016 China's top 100 brands of online goods". This release list is based on Ali. retail Platform big data, focusing on the clothing market and original market research, through the 2014 and 2015 net goods brand market scale, fans scale, market scale growth rate of three indicators standardized weighting.

Gao Hongbing, vice president of Alibaba group and President of Ali Research Institute, released the list.

Net goods brand, especially the brand born or growing on the Internet. 100 strong brand list, sort by brand In Chinese and English order, alphabetic alphabet ranking is not equal. Four components: 34 clothing markets, 28 original markets, 18 cosmetic products, and 20 other commodity markets.

Net goods brand grew up in the Internet. It was naturally centered on consumers, and the interaction between merchants and consumers changed from indirect to direct. Backed by new infrastructure and new technologies, the online goods brand itself has a certain degree of digitalization, and supply chain is generally more flexible. The research found that personalized women's clothing market and original market emerged a large number of net goods brands, and the market development is good. Consumers actively buy designer's original products and pursue their feelings, which is an important manifestation of consumption upgrading, that is, the focus of this study.

This release will be used as a preview version of the list, more content and final interpretation of the list. Please pay attention to the China Internet brand report (2016), which will be released by the end of the year.

　　 Four trends of net goods brand

The trend is from "net goods brand" to "new brand".

Net goods brand is a spanitional vocabulary, like e-commerce will disappear, pure net goods brand will disappear, the future is the era of integration of online and offline, no longer pure net goods brand, conversely, all brands in the future are "net goods brand".

　 Trend two from "market segmentation" to "cross-border"

Net goods brand is born at the core of consumers. Around loyal fans, it is easier to satisfy consumers' needs from single market segments to cross-border businesses. In the future, brands may no longer be grouped by category, but will be grouped by user type and consumption scenario.

　　 Trend three from "goods red" to "people red"

In the future, the contents of consumption are not necessarily physical objects, but more about characters, services, feelings, content, poetry and distance.

　　 Trend four from "China earth" to "globalization"

The trend of China's new brands going out of the sea is no longer a "made in China" export, but a "Chinese brand" export.

Related reading

A few days ago, Alibaba group announced that the Tmall team and Juhuasuan team would be merged to build the "three vertical, two horizontal" synergy system of the three major business groups, marketing platforms and operation centers. Ali's structural adjustment can hit the pain point of businessmen?

According to the world clothing and shoe net, with the integration of Juhuasuan and Tmall's marketing department, Juhuasuan will have a new mission in the future. Take the fast moving consumer goods business group as an example. Because of the independence of their respective business areas, such as flagship stores, Tmall supermarkets and Juhuasuan, brand businesses may have different operators and service personnel on the Tmall platform. After the "combination", Tmall will provide the brand with four in one service, including one-stop shopping through flagship stores, promoting sales through Tmall supermarkets, marketing through Juhuasuan's mass merchandising business, and completing bulk spanactions through enterprise procurement.

Chen Yuefeng said, in the increasingly competitive market environment, how to stick to brand manufacturers, how to make the overall marketing and trading process more convenient and efficient, and enhance efficiency, are the problems that electric business enterprises are considering.

More relevant follow-up reports, please pay attention to the world clothing shoes and hats net.