Han Duyi She Zhao Yingguang: Taobao is currently the best incubator in China

Zhao Yingguang, the founder of Handu Clothes House, released a microblog:

Han Duyi She established the brand in 2008 and is now the “Amoy brand” for 5 years. During this period, Zhao and his team tested the water on other platforms and also made the first offline offline last year. Physical store, and in 2012, won the first women's brand in Taobao platform sales, and now his advice is bound to be the most lively and most worthy of reference. i The dark horse contacted Zhao Zong for the first time. Zhao Zong began to discuss why Taobao is currently the best incubator in China and the current entrepreneurial environment of Taobao.

Oral: Zhao Yingguang

i dark horse: how to understand Taobao is the best incubator?

Han Duyi She Zhao Yingguang: Since it is "the best incubator," we must compare it with other incubators. Other incubators are probably divided into professional incubator companies and other e-commerce platforms. Taobao (not Tmall) differs from them:

(1) The mechanism of horse racing is not a horse: As long as the real name certification, you can open the shop, without any cost. The initial operation of the new brand, often find "positioning", need to adjust through continuous trial and error. Professional incubator The company often has a preliminary screening, only in accordance with the standard before hatching, in addition to most e-commerce platforms outside Tencent, also have qualification requirements, high cost of entry.

(2) The “power and water coal system” is becoming more and more perfect. Taobao is committed to building an ecosystem. The support for small and medium-sized network operators is almost all-round, including various system applications in the back office of shops, and e-commerce operation skills of Taobao University. Training, Alipay loans, etc., after many years of polishing, can already be said to be more complete.

(3) The most abundant categories, high flow of people, and perfect flow distribution mechanism “The most abundant categories attract the most consumers of shopping, and they also provide a variety of brands with the positioning to survive and develop. The long-abrasive flow distribution system, including through trains and diamond booths, is relatively fair. It also gives new-born small and medium-sized brands the opportunity to compete with big brands on the same stage and rely on the characteristics to win.

i Dark horse: Your microblogging today said: Before the online business is strong enough, do not easily touch the market. Last year, South Korea and South Korea have already begun to test the waterline. This is sure to have your unique experience. Can you talk about the situation?

Han Duyi She Zhao Yingguang: Actually it is still a genetic problem. In fact, online and offline brands are very different in terms of specific operations. The brand under the line, the winner and the loser in the "channel force", because China's national conditions lead to the hidden costs in the process of circulation is too high, so who has the ability to lay more terminals, is a mature brand of relatively high brand new threshold, protection Floor. The online brand, the winner and the loser in the "product strength" and the characteristics of the Internet, provide developers with the possibility of providing products to consumers at a faster speed, higher cost performance and better interaction. Therefore, online brands do not have the gene under the brand of "channel power" as the offline brand, so if they go to the line rashly, they basically fail.

Of course, the successful brand in the future still needs to have the ability to combine online and offline. I am not saying that online brands will never go offline, but at present, online brands are mostly still in the growth period, and the accumulation is far from enough. Only in the future, after enough precipitation, try to go offline and the probability of success will be higher.

We opened a physical store, and it was a special case. It was just the nature of the experiment. This single store is profitable, but it does not meet our current development direction. Therefore, we will temporarily retain this store. We will not open stores online for a long time to come.

i Dark horse: There have been many new Taobao shop owners complaining that the current Taobao environment is no longer like before, and there is no good environment for branding.

Han Duyi She Zhao Yingguang: Actually, as far as I am concerned, in terms of my Taobao environment, the overall evaluation is not worse than before. To a certain extent, it can be said that it is better than before. There have been many fallen brands in the past, and now there are many new brands emerging and growing. Whether it can be done in the end, in fact, the key is to look at the operators themselves.

Taobao environment is better than before:

(1) Social recognition: When I opened a shop at Taobao, I felt that I was in the street. Now everyone mentions that Taobao is equating the entrepreneurs of the new economy.

(2) The government's support: Although everyone has recently been hotly discussing taxation, in fact, as far as the government is concerned, the emphasis on e-commerce is obviously higher than before. Many places have "e-commerce industrial parks" in the company. Registration, office environment, etc., are much better.

(3) Consumer identity: Taobao was mentioned before, and many people think that it is a fake product and they dare not go shopping with Taobao. Now that this understanding has been greatly improved, more and more people are shopping at Taobao.

(4) System Support: Various system tools and payment instruments are much better than before. The rules are also becoming more and more perfect. The mechanisms are more and more reasonable, and more thoughts can be put into operation.

(5) The electricity merchants only accumulated: In the past, the e-commerce companies were all calling for talent shortage. Now after years of accumulation, there are more and more basic operating personnel, and the level is higher and higher. It is difficult to establish teams and business development. The smaller. As long as there is a good positioning, good products, the probability of come to the fore.

i dark horse: So now novice, how can we fight the bleeding on Taobao it?

Han Duyi She Zhao Yingguang: If you are a newcomer who wants to be a brand, my advice is:

(1) First, determine the positioning of the brand.

(2) Find the best 3 brands that are close to this position, and it is best to be online.

(3) Carefully study the characteristics of these brands, including product development system, visual communication system, market operation system, and supply chain system, and then combine their own capabilities to determine the operational ideas.

(4) In the process of learning from outstanding people, step down one step at a time.

Zhao Yingguang’s Weibo attracted the attention of Niu Wenwen and Xu Xiaoping, who are concerned about the business itself, and Liu Shuang, the founder of NOP, said: