Fake Products Are So Rampant, How Should The Original Brand Come From?

According to the world's clothing shoes and hat net, a whole day, "original dead" brush many people's circle of friends, Yue Juxin's 100 thousand + burst.

This is probably the case.

The brand team must be cleared up, claiming that the NUDE hat rack, which has won the red dot award and has a patented flagship product, was imitated on Taobao, and the shop was attacked by traffic. Now the sales volume is bleak and can only be sold to the fundraising and severance team.

Many messages are consistent with the thrust of the tweets, lamenting the rampant plagiarism and pointing to the survival predicament of China's original creation.

But there are also some different voices, especially among designers.

Managers in two circles: is this a case, or can it really represent most of the design?

Is there any problem in the operation of this shop? Is it even a marketing activity?

Public information shows that the general studio is founded by former Ogilvy advertising creative director Shen Wenjiao and positioned as a designer brand incubation platform.

Through the mode of BDH (brand+design+handmade), the traditional handicrafts have been excavated and innovated, making it the world's top brand. The studio has hatched three brands: PIY, CU, and two.

It opened a shop in the Taobao "general studio self shop", mainly selling clothes rack, rack, stool, table, chair, lamp and other furniture.

The more traffic is, the better.

General studio said that from April this year, Taobao shop traffic showed a geometric level growth, surging from the initial 6000 to about 200000 at the end of August.

But sales declined instead, from 100 per cent in April to 0 in August.

"Originality is the first productivity, but the shop wants to be long, and operation is the kingly way."

A custom furniture brand electric business person in charge said.

A furniture brand e-commerce operator said, overall, the level of 200 thousand UV is relatively high, the conversion rate of normal shops is generally at least 3%, so the volume of the day's turnover is too low.

As to why this is so low, an operator of electric business thinks that the owner of his shop is using the Amoy guest randomly, which affects the accuracy of the label of the shop, resulting in a serious decline in conversion rate.

"Personally believe that Taobao's 1000 face algorithm is the most perfect electronic business platform, users are relatively accurate."

The manager revealed that his brand UV25 million, sales of around 1 million 600 thousand.

The general studio attributed the root cause to the "retaliatory traffic attack", that is, to lower the conversion rate, resulting in a decrease in weight and ultimately not being searched by users.

The responsible person of the above custom furniture brand agrees with the saying: "it is estimated that people are bound up with others."

The responsible person said that such explosive growth is indeed a big problem, the more traffic is not the better, but also depends on pformation.

It reveals that the operation of brush flow is basically the same as that of the brush list. IP software is used only, but it does not need to be sold.

In addition to retaliatory brush traffic, sometimes high conversion businesses worry about being regulated, and this method will also be used to reduce the industry average.

"This is generally a single seller, the conversion rate is too high to balance, and some will refund."

However, the conversion rate is very low under high flow rate. Can such an exception lead to Taobao system alarm? "Its body size is too small, it will only think that it is in its own brush, not drop the right is good."

The person in charge said that it is very common in the industry that the brush is squeezed by peers. "Domestic businesses lack product advantages and are hard to achieve differentiation.

Of course, by contrast, the most common is price war.

It revealed that at present, Taobao's 1000 face mode has increased the difficulty of scrubbing, and needs to find the corresponding fine group.

According to the reporter, Taobao system determines the crowd labels for the buyers of the merchants. That is, if the customers are mostly Bao Ma, then the system decides that the products are oriented to Bao Ma group, which is more recommended to this group.

Shanzhai is so horrible?

The general studio's tweets revealed that the whole network search "NUDE coat rack" can find dozens of "piracy".

How much will this affect sales volume? According to the general office's last February tweets statistics, 44 "Shanzhai stores" sell 300 pieces per month, with the official sales price of each studio at 499 yuan per month, the monthly sales volume is 150 thousand yuan, that is, 6 million 600 thousand yuan, and 79 million 200 thousand turnover a year. At that time, the average annual income of the studio is about one million. "This means that the sales of our NUDE clothing rack nearly eighty million per year, 99.9% has entered the Shanzhai's pocket."

Shanzhai is so serious? An original furniture brand partner revealed that its own brand also had a Shanzhai on Taobao, and chose not to deal with it.

However, in order to be "right", the brand opened Taobao store.

Today, it maintains multiple channels such as offline retail, B terminal purchase, online official website and Taobao store.

"A lot of people imitated us, but also locked our keywords, knowing that our Taobao did not shop, even more unbridled, so we also opened a shop, not for sale."

When it comes to the influence of "Shanzhai" on its sales volume, he said, "there must be an impact, but the key is to see your brand influence. Traffic is not easy to say."

"If we do well in R & D and system upgrading, they will never catch up with us, and then we will do well in brand promotion and form a value chain."

According to the world clothing shoes and hats net, the brand is characterized by the use of new materials other than wood to make furniture. The development cycle of new materials is more than one year.

A founder of the original cup brand, who also opened shop on Taobao, revealed that in the face of "plagiarism", its attitude was "ignoring", and the impact of single volume was "good".

Regarding the patent dispute, the responsible person of the above custom furniture electric supplier revealed the bridge that he heard many times: every factory in a factory area sells similar products, but one of them has changed the details, registered patents, raised the price, asked other sellers to pick up goods from their own homes, or did not use patent complaints to close them.

"I don't know the details of this family, but this kind of bridge is very common among small workshops in Jiangsu and Zhejiang provinces, and it has smashed other people's jobs."

"Every time I say this."

"It's quite a fire.

A product supports a brand, and continues to evolve.

A designer who evaluated the general studio and talked about the clearance declaration, joked, "every time I say this."

Reporters noted that the general studio public number last time specifically referred to the infringement topic in March last year, when the lawyer issued a statement calling for the "relevant main body" to stop infringement, and then pushed forward for a month, issued a document "do not prove your mother is your mother, let's let them off the shelf", tells the story of the creation of the brand and how to encounter the "Shanzhai" story, and finally said, "in the general studio Taobao shop to buy NUDE clothes rack to all post", as at press time, the amount of reading is over 90 thousand, the specific pformation is unknown.

However, reporters found that after the fermentation of tweets, the current mobile phone Taobao opened the general studio self shop, shop front page has announced that the "original dead" articles issued after half a day, the stock has burst.

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The survival of original brand

One interviewee said: "do not understand why not open a Jingdong shop, simple point?" it points out that there are no C sellers on the Jingdong, the number is much less, and the user tag is not the same as Taobao. "Not thousands of people face thousands of faces, no way to fool you. If you want to, you have to pay the real Jin Baiyin."

The reply given by the furniture partners is that Taobao has traffic.

It is undeniable that, to a certain extent, the limitation of channel selection also reflects the hardship of original brand survival.

One industry insider revealed that the design studio did not grasp the supply chain, and the development of new products was particularly difficult. Many design studios had only one or two products, and the front end sales were weak.

Relying on explosive products to feed a team is inevitable and helpless.

According to the general studio, as a start-up company with less than ten people, the sales of NUDE coat rack has accounted for more than 80% of the total sales volume, with a small profit. We need to pay wages, develop new products, declare patents, participate in exhibitions, and open up the market.

The founder of the original cup brand said frankly: "business is hard to do anywhere."

The furniture brand partners said: "all industries have Shanzhai, and whether they can survive depends on your system, R & D, technology, design, marketing and services."

"His designs and products are easy to imitate, and there is no technical difficulty, so consumers can easily kill if they don't catch up."

He said.

The reporter contacted the author of "the original dead" and Shen Wenjiao, the founder of the general studio, but he did not receive more information as of press release.

More interesting reports, please pay attention to the world clothing shoes and hats net.