Why is there no pure online? ——Analysis of popular topics across the Internet in the past 10 days
Recently, some netizens have discovered that the presence of well-known clothing brand "Yizhu" on major e-commerce platforms and social media has been significantly weakened, and there is even little discussion when searching for related topics. This phenomenon has sparked heated discussion on "why there is no pure online". This article will combine the hot data of the entire network over the past 10 days to analyze the reasons behind this phenomenon.
1. Comparison of the Internet popularity of clothing brands in the past 10 days
| Brand Name | Readings on Weibo | TikTok related video playback volume | Monthly sales of e-commerce platforms (10,000 pieces) |
|---|---|---|---|
| Uniqlo | 320 million | 560 million | 120 |
| ZARA | 180 million | 240 million | 85 |
| HaiLan Home | 120 million | 150 million | 65 |
| With pure | 30 million | 40 million | 15 |
From the data, it can be seen that Yizhu is significantly behind other similar brands in terms of network popularity and sales. This is in sharp contrast to the number and popularity of its offline physical stores.
2. Analysis of the reasons for the low presence of pure networks
1.Digital transformation lags: With the main sales channel, offline physical stores have always been the main sales channel, and insufficient investment in e-commerce and social media marketing. Data in 2022 show that its online sales account for only 15% of total revenue, far lower than the industry average of 35%.
2.Conservative marketing strategy: In the past two years, clothing brands have increased their online exposure through live streaming sales, KOL cooperation, etc. Yichun has tried fewer attempts in this regard, and the latest large-scale marketing campaign can be traced back to 2021.
3.Fuzzy product positioning: In the context of consumption upgrade, Yizhu failed to adjust the product positioning in a timely manner. It neither emphasizes basic models and cost-effectiveness like Uniqlo, nor highlights the design sense like national trendy brands, making it difficult to attract young consumers to discuss.
3. Consumers' evaluation analysis of pure
| Evaluation dimension | Positive evaluation proportion | The proportion of negative evaluation | Neutral evaluation proportion |
|---|---|---|---|
| Product quality | 68% | 12% | 20% |
| Style design | 42% | 35% | twenty three% |
| Rationality of price | 55% | 25% | 20% |
| Online shopping experience | 30% | 45% | 25% |
Judging from consumer reviews, pure product quality is still recognized, but style design and online shopping experience are its obvious shortcomings. Especially in the "online shopping experience", negative reviews are as high as 45%, reflecting that the construction of its e-commerce platform needs to be improved urgently.
4. Comparison of successful experiences of similar brands
1.HaiLan Home: Through precise positioning of "men's wardrobe", Jay Chou was invited to endorse the speech, and successfully created a brand memory point. Online sales in 2023 increased by 40% year-on-year.
2.Peacebird: Keeping up with the national trend, co-branding with multiple designers and IPs, maintaining high-frequency exposure on social media. Its official Douyin account has exceeded 5 million fans.
3.UR: Adopt the "fast fashion + light luxury" positioning, launch new products every week, and online sales account for 60% through live streaming.
5. Proposals for development
1.Increase investment in digital marketing: It is recommended to set up a special digital marketing team to increase its investment in platforms such as Douyin and Xiaohongshu, and try new sales models such as live streaming and selling goods.
2.Clarify brand positioning: You can consider focusing on the "cost-performance basic model" or "young trend" to avoid confusion in consumer perception caused by vague positioning.
3.Optimize online channels: Improve the user experience of the official website and flagship store, increase the richness of product details pages, and improve logistics and after-sales service.
4.Product Innovation: You can learn Peacebird’s joint strategy, or speed up the frequency of new developments like UR, giving consumers a sense of continuous freshness.
To sum up, the "disappearance" of pure network is not accidental, but the result of its slow digital transformation and conservative marketing strategies. In this era of online and offline integration, traditional brands must accelerate the pace of Internet transformation in order to maintain their advantages in fierce market competition. We look forward to adjusting our strategies as soon as possible with pure energy to win the attention and love of consumers again.
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