摘要
从销售质优价廉的网货积累用户规模,到反向整合供应链,再到品牌营销和推广,淘品牌们的进化历程,揭示的是一种完全不同于传统消费品牌的互联网品牌生意模式。
On the fashion web of Mbaobao,you will see pictures of the most popular handbags with detailed comments.When you click on the picture,you will enter the online shop of Mbaobao.Mbaobao was first launched in 2007,on Taobao.com,the largest ecommerce online platform under Alibaba Group.Two years later,its sale amounted to RMB40 million(USD5.8 million).It even acquired tens of millions of venture capital not long ago.Taobao brands refer to those online brands that start,grow,and sell products on Taobao.com.It is estimated that there are more than 80 such brands on Taobao.com at present.Less than three years old,most of them started without much investment,resources or any Internet marketing experience.But through Taobao.com,they grew by leaps and bounds with annual growth over 300%.The online platform helps Taobao brands reduce the time and capital costs of original accumulation as traditional consumer brands.They don't have to spend a lot of money on advertisement,but can attract thousands of users and reach tens of millions of sales with quality products and services.But this is only the first step of startup.They still have a long way to go to establish a real brand.As they grow stronger,some brands are trying multi-channel sales and large scale promotion on the Internet.Some have launched their own sites or entered other third-party B2C platforms;some are even preparing for their offline stores.After the changes of development,the next challenges Taobao brands face include how to market and establish a proper brand image among consumers.
