Recently, I brushed up on Douyin to Zhang Qi's short **, in which she touted the **brand Bai Xiao T to the fullest, infectious words, with rich body language, and a strong aura, even I want to buy two white Xiao T immediately, if this short ** is hung up on a small yellow car and sells Bai Xiao T's T-shirt, I estimate that it will sell out.
However, as a professional investor, I know that any brand is not as easy as said in the success theory, and strong capital is needed behind the quality, feelings, and compulsion.
In the era of the Internet, brands are becoming more and more dependent on capital. All the inspirational stories you see are really stories. As the saying goes, on the internet you can see everything you want to see, except for the truth.
I am in Hangzhou, last year began to manage a live broadcast venture capital, specializing in live broadcast e-commerce chain finance and equity investment business, more than a year to investigate hundreds of live broadcast e-commerce companies, well aware of the cruel competition in this industry. If you don't have strong capital to build a brand, it's basically a fool's dream, and it's difficult to climb to the sky.
Careful friends only need to look at Bai Xiaot's equity structure, and they can see that there are a large number of capital predators hidden behind Bai Xiaot. Those about the founder's pursuit of quality and the pursuit of feelings are just stories that make consumers pay, and the reason why Bai Xiaot can succeed is nothing more than the capital frantically throwing money and using a large number of product promotions to blow up the brand of Bai Xiaot.
This is also the famous visual hammer and language nail theory in brand marketing.
The founder climbed 6,000 meters to Mount Everest, wearing a T-shirt with a small white T-shirt. ”
That's the vision hammer.
I hope that the white little t is not just a soulless and cost-effective shirt, but a carrier, a symbol, more like a symbol, symbolizing the comfortable and comfortable lifestyle after you take off your vanity, take off your disguise, and tear off the mask. ”
This is the language peg.
Inspirational stories and infectious language smash the brand Bai Xiaot into the minds of consumers.
If you think that it is enough to make a good brand as long as you do a good job of a product, then I must first recognize your craftsmanship, but I regret to tell you that a good product is only the first step, and it is far from enough to succeed the brand.
China has never lacked good products, nor has it lacked the ability to imitate good products.
There is a small town in Yunnan, China, that specializes in fake cigarettes, and it is said that the fake Chinese there is better to smoke than the real thing. With such a quality of craftsmanship, it is still impossible to make its own brand.
In Putian, Fujian Province, the quality of counterfeit shoes is better than that of the real brand, but they are also unable to build their own brand.
This speaks volumes about the fact that quality is definitely not the only determinant of a brand, or even the most important.
When I saw Bai Xiaot's advertising slogan, I thought of Vancl Eslite, which is strikingly similar to the two companies. The underlying logic is almost the same, playing quality, technology, feelings and minimalism.
And the founder of Vancl is even more good, which is Lei Jun's old partner. From the moment Vancl was born, Vancl has been highly sought after by capital.
I love the Internet, I love freedom, I love getting up late, I love night food stalls, I love racing, and I love the 29-piece T-shirt, I'm not a standard-bearer, I'm not anyone's endorsement, I'm Han Han, I only represent myself. I'm just like you, I'm a mortal. ”
I found this advertising slogan on the Internet, and it feels similar to Bai Xiaot.
Vancl's sales reached an astonishing 2 billion at its peak, but unfortunately because of the failure of the impact on the market, Vancl plummeted and has now become obscure.
Why is the sales of two billion Vancl still declining, because behind the glamorous sales figures are continuous losses. Because of the ultra-high sales expenses and a large amount of inventory backlog, as long as Vancl is not successful in listing, it will fail.
And what about Bai Xiaot?
Zhang Qi's ** has been saying that Bai Xiaot's sales have reached one billion in two years, so how many sales expenses and operating costs have been invested behind one billion, and how much inventory has been backlogged.
Hundreds of live broadcast e-commerce companies bring goods at the same time, everyone will not really think that these anchors are willing to bring goods as a pure commissioner, the business of white prostitution is not so easy, it costs a lot of money.
Although I am in the financial industry and don't understand the clothing industry, I have seen many bosses with annual sales of more than 100 million yuan losing money.
Clothing is an extremely risky industry in my opinion, and I wouldn't be surprised if Bai Xiaot suddenly collapsed one day. Because of the brands Baleno, Jeanswest, and Giordano that were sold when I was younger, I don't know if they are bankrupt.
I want to write this article to say that it is really not easy to be a brand, especially for the boss of the factory, although the competition for OEM is very fierce, as long as you work hard, there is no problem in living, but if you don't do well in branding, you will really die.
I am Gao Hongye, a live broadcast venture capitalist, join Brother Hong's circle of friends, make more friends, and step on fewer pits.