From the Tmall “Single Day” double 11 sales statistics last year, only 5 brands in top 20 are eCommerce brands. All the rest are famous offline brands. Even some famous online brands dropped out of ranking. We have to receive the truth that eCommerce brands are in decline. Are there any ways could help eCommerce brands to stand out from the competition?
The background of eCommerce brands
In order to fundamentally solve the problem, we should know the origin of eCommerce brands at first. 5 years ago, there were only few online brands known by consumers. Offline brands dominated the market. For consumers, they want to buy some famous or luxury products in a cheap and convenient way. But considering the money, they had to transfer to online famous brands. To be honest, once famous offline brands are on sale, they still prefer offline traditional brands.
Maybe the question comes out, why eCommerce brands still exist today? The reason is some famous online shopping platforms such as Alibaba or Amazon. To a certain extent, Alibaba is a life-saving straw for them. But most of the offline famous brands also want to share a piece of cake from eCommerce. So eCommerce brands are forgotten by consumers afterwards. Only few of them are still survive relying on the low price or good reputation. But whether they can get a considerable profit depend on Alibaba. life isn’t easy for them and they live “slightly on the edge”.
Where is the driving force for online brands
How much space do eCommerce brands have? We should know what things can drive them. The following are some revelations.
1. Drive traffic from platforms. Tmall still has big traffic. Once the whole traffic keeps stable, we can also try to improve the conversion rate.
2. Launch new products. People like unusual and innovation. They are changing their mind frequently and bored of old things.
3. Cultivate new channels. Omni channel retailing is a new trend in eCommerce. Besides Tmall, there are a lot of B2C websites like JD or Suning in China.
4. Focus on the shop operation. Some offline brands rely on the reputation. eCommerce brands can also gain their own fans. Maybe social marketing and offline activities need to be involved.
Is O2O will be the future of eCommerce brands?
One trend for eCommerce is online to offline. But some online brands are afraid of it. Because offline is not their scope. If offline traditional brands can go online, is there anything impossible? Actually, some online business has began to consider the new offline area.
Jumei Youpin, an online cosmetics brand, developed their offline business from 2013.They set up some offline shops in China. Not only for sales, but also to solve the problem including their products and consumers confidence. And their user experience also improved a lot.
SF logistics also opened 518 offline stores this year for consumers but nearly no products. They just provided some computers and lead customers to choose shopping online.
In conclusion, Maybe it is not easy for eCommerce brands go offline, just as offline brands go online. But O2O proved its feasibility. It can break through the bottleneck in a short time. Now it is the time for eCommerce brands learn from offline brands. O2O can be the best hope for online eCommerce brands.