Taobao women's "two or three things" personality brand online business by

Two or three things flowed through the veins of the same blood as its founder, Murray Aries, to put his simple and crude fantasy personality in the brand she created.

Each piece of clothing in the brand has a name, or an image on the clothes, or a completely indefinable description, but once combined with the clothes, you will find it unsuitable. The name is like a spell that can give clothes a unique soul.

The imagination of two or three things like this is sometimes an absurdly fashionable blockbuster. It does not hesitate to devote a lot of effort to the local tone. You think it is selling clothes. Actually, it is conveying the idea until you Become the same kind of two or three things.

Since 2009, two or three things have entered Taobao Women's Top 100 for four consecutive years, and in 2011 they entered the Tmall Mall as an Amoy brand. This designer brand, which was hatched at Taobao, is trying hard to realize its brand dream.

Tonal choice

During the growth of the two or three things, we can clearly see how important tonality is to the brand, and it sometimes even helps a brand to make decisions.

2005-2008 was the first stage of the development of the two or three affairs. Murray was also studying aesthetics at Beijing University of Posts and Telecommunications. Although there was a Taobao shop, there was no complete team. Two or three things could only be considered as her extra-curricular hobby.

Until Murray completed her career, she really began to pay attention to Taobao. In 2009, two or three things moved their operating team from Beijing to Guangzhou, which is closer to the source of supply. Before this, two or three things have accumulated a lot of loyal customers, but so far, its Taobao road was officially opened.

In 2010, Taobao's price war was in full swing, watching other people's skyrocketing sales, two or three things could not hold back, also joined the ranks of the discount. Never thought that this discount has caused dissatisfaction among many old customers. They found customer service complained that two or three incidents had become "common", and they also learned to discount other stores.

This made Muriel had to rethink their strategy, they removed the home page of promotional information, and changed back to the original page style of the pursuit of tone and light products.

September 10, 2010 was the fifth anniversary of the establishment of the two or three events. The company decided to release Taobao’s first coke. Regarding the content of the first coke, there were internal differences between the two or three things. Some people think that it is necessary to highlight promotions so as to attract more traffic. Others think that only outstanding styles can attract accurate users. The final project compromised the opinions of both sides and was based on a very stylish picture. The text highlighted 20% off the audience.

The transaction amount on the day was 300,000 yuan, not much more. However, after comparing the teams, the team found that when the store was doing big promotions at the end of the year, it was also 20% off in the audience. However, there was no advertisement and the sales amount was almost the same as that on the first coke.

Actually, Yang Jun, the director of operations of the two or three things, had similar sentiments when communicating with his peers. The other person believed that the style of the two or three things was too small for the crowd and advertising was too wasteful, especially for the first Jiao. Is not suitable for two or three things.

In addition, the homepage of the two or three things is different from other shops. The home page of a general store can be said to be the prime location for products. However, the front page of two or three things often fails to see the product after three screens. "The kind of customers who want to see the goods when they come in is not our target customers." Yang Jun thinks that consumers must first understand the tone of the brand, and then decide whether or not to look at the product.

So the reason why two or three things are today's two or three things, including the personality of the entire team, but at the same time its consumers are “forcing” it to become what it is today. "Even if we don't want to do this, but the customer has formed such a recognition, and our subjective intention is that the two or three things should not be dictated by the secular measurement standards. Therefore, we can only adhere to the consistent style rather than following it. The trend and immediate interests," Yang Jun told reporters.

In e-commerce, sellers are likely to lose their original intentions, may pursue traffic, pursue sales, and have lost two or three things before, but they promptly returned to the original intention of doing the brand.

Lonely brand

Even now, looking at the entire Taobao, two or three things can still be regarded as a very maverick brand, not to mention when it first appeared in Taobao.

In fact, since the development in 2005, the style of the two or three things has not changed so much. It has positioned itself as a “little evil big woman”. This is a more abstract statement. If more specific adjectives are used, it is “ Exquisite, playful, casual, erotic, and maverick." Two or three things printed these words on their own brochures and distributed them to their customers.

Looking at the pages of the two or three things, all-out models, unrestrained styles, let people guess whether they were drawn from a foreign pioneer brand. When his founder, Murray Lei, was interviewed several years ago, he said that the two or three things he wants to do are the same as those of Chanel, expressing her unique charm with outstanding personalities.

“The reason why Chanel can make a classic for 100 years is because it does not follow the trend.” Yang Jun believes that the value of the brand lies in its spiritual core. For example, Chanel first put women on pants. The significance behind it lies in liberating women. The body, thus liberating women's thoughts.

The style of the two or three things is Western-style clothing. This is like Li An shoots American movies. He must first understand the culture of the United States, wear a dress, like a style, and also need to start with understanding the culture behind this style. The key words of the two or three things are related to Western feminism, while the classic brands in the West usually have similar spiritual cores. From the historical development, we can also see the gradual release of human nature.

Everyone's aesthetic is different, so why does the brand always stay in the front of fashion? Chanel's rebelliousness and self-assertion led her to radiate glamorous brilliance in the then patriarchal society and become the object of people chasing. Therefore, Yang Jun believes that the expression of the brand is guided by the spirit it wishes to express. As long as this spiritual appeal exists, the brand will have a market.

In the beginning, customers may not know much about the Western culture in the two or three things page, but with the exchange of customer service and the deeper understanding of the two or three things, it will gradually form a spiritual resonance, “even some people become two or three. After the customer, we will fall in love with the music and novels we recommend and we will want to understand the women we salute." This is actually a kind of link between the two or three things and the buyer to establish a deep relationship and meet the spiritual appeal.

The people of the country lack confidence in their brands, and they always feel that the use of European, American and Japanese goods can show their taste. This is a very ironic fact for China, a big manufacturing country. Many Chinese products have been tagged with foreign labels, and their prices have turned upside down. Several times.

What China lacks is local brands. The cultivation of such brands cannot be completed within a short period of time. Two or three things are to do such a thing. But this requires great endurance to endure the loneliness and temptation of branding in China.