B2C sales competition intensifies and Granado has taken the lead to implement brand positioning

Recently, the up-and-coming women in the fashion industry and the first women's fashion brand in Wenzhou have officially announced at the 2012 summer new product launch that Gennador's brand will use “Let quality no longer be extravagant” as a new slogan. The industry speculated that Gennado's move was to better develop online channel sales and development. Click on the official flagship store of GENADUO at Taobao Mall. We also saw that the shop advertisement was changed from the previous “Let the fashion no longer be extravagant” to become the current one. "Let quality be no longer extravagant." According to the Gennado executives, Gennado's move was indeed to better expand its online business. In 2011, Gennado signed Taobao Mall and Jingdong Mall at the same time. In September, Gennado opened out at Taobao Mall. The first store on the brand line has achieved impressive sales performance during the month. Therefore, in 2012, the company increased its emphasis on online channels. For the online change of advertising words, in the author's opinion, Gennador’s estimate is the first in the domestic brand circle, so with this question the author interviewed Mr. Ye, the company’s marketing vice president, and Ye Ye told reporters: “For online advertising Words are rare in the industry. However, we have comprehensively analyzed that our word is worth modifying. Since we entered the online channel last year, we have been researching and analyzing online women's clothing formats. Through in-depth analysis, we find that consumers are most worried about online shopping. The quality is not good, because the grid is not like the offline entity can be touched by hand, only by the image to feel, but in the network operators but is also doped with a considerable part of the seller is not responsible, the inventory, defective and other serious quality problems Products were sold to consumers. We conducted a survey. Eighty percent of respondents said that they have had a second-level consumer behavior in high-quality online stores. This shows the importance of quality to online shopping. We are on the Gennado brand online. Also have their own clear positioning, "Let fashion is no longer extravagant" online can not fully interpret the positioning of our brand, what is fashion? Taobao is full of fashion consumption The product, but in stark contrast to it, the quality is so extravagant. Why does Ali have to rename Taobao Mall as Tmall, because Ali wants to let Taobao Mall get away from Taobao and let Tmall become a completely different from Taobao? Authentic, quality B2C platform.

“Let quality is no longer extravagant” online is the right interpretation to express our brand positioning. We want to transmit an idea online, that is, quality is Gennado, Gennado is synonymous with high quality, stylish fashion is not Can you see the fashion picture? Quality, quality, word-of-mouth, rely on the product itself, use the facts to speak, for example, I sold a 100 pants, 100 buyers have witnessed the quality of Gennado The excellent quality has given a five-point praise. Will the 101st customer and the 1000th customer in the future not recognize us? This is the reason why traditional brands change the name of advertisements for online channels, in order to change the advertising words for more precise online channel positioning. However, such an inconspicuous action has attracted many shocks and traditions in the brand industry. Entity companies are willing to change advertisements for online channels. It can be seen that the charm of the online is so large that it has to allow the traditional entity companies that have not entered the online sales channels to think deeply.

Grenado Women's Spring/Summer 2012 New Collection

Grenado Women's Spring/Summer 2012 New Collection

Grenado Women's Spring/Summer 2012 New Collection