When it comes to the word "brand", many people immediately revere it, believing that it is something accumulated through money, time, and word-of-mouth. Without a certain level of skill, one cannot casually associate it with the word "brand". This may be the case in the traditional enterprise field, but in the e-commerce industry, "brands" have finally become something that everyone can pursue instead of being shelved. At present, there are two different paths to becoming a "brand" in the e-commerce industry. One is the brand path on platforms like AMAZON in e-commerce; One is the brand path on independent e-commerce platforms such as SHOPIFY. Although there are similarities between the two, there are fundamental differences.

Due to the mixed situation of fish, dragon, and pearl in the AMAZON market, many AMAZON store managers associate their brand with sales, believing that once sales are done well, they are recognized by customers and the brand is formed. Therefore, this group of people equates making a popular model with making a brand.

So, what is the purpose of making a popular model?

To cater? To cater to consumers or platform rules?

As we all know, competition among peers on Amazon is extremely fierce. If we rely solely on spending a lot of money every day to promote direct traffic and crawl on the homepage, the money will only be spent like flowing water. From the perspective of consumer conformity psychology, in the online shopping environment, the display of goods is only a visual or auditory display for consumers, and in homogeneous competition, many product descriptions and display images are similar. Therefore, in contrast, buyers are more inclined to listen to third-party opinions because the evaluation of people who have previously purchased and used this product is the most relevant. Therefore, products that are purchased and evaluated by more people tend to gain more favor from consumers, thereby further increasing sales and gradually forming a "popular model".

In order to compete for a place on Amazon, a platform with high traffic and similar platforms, merchants are more willing to invest a lot of effort in making popular products, accumulating reputation, and smoothly attracting customers. But according to the game rules of platform e-commerce, it is not easy for buyers to achieve explosive sales. If everyone can easily attract traffic through popular products, then direct trains and slot fees have become decorations, and e-commerce platforms rely on this to earn some money. If you do business on his platform, can you avoid paying booth fees, protection fees, and so on? So, in order to make blockbusters on platform e-commerce, it is still necessary to first burn some money, do some promotion, attract more traffic, and make blockbusters more a means of retaining customers. Branding on platform e-commerce can be very painful, either adopting extreme differentiation strategies, such as Kiniki, or striving to create blockbuster products, such as Tempt Me. The former is rarely created by many people, while the latter is not very successful.



A successful brand must create demand!

From a brand perspective, a successful brand is about letting others know, remember, understand, recommend, and rely on you. In this process, do you think it is important to continuously cater to consumers' needs, or is it important to create demand for consumers? For example, SHOPIFY is already a mature brand. When customers think of SHOPIFY, they only think of building an independent website. Nowadays, e-commerce is developing at a crazy pace, and SHOPIFY has jumped out of the traditional perspective and launched a full process e-commerce to create customers' needs for doing business online. Unlike previous simple mall system service providers, SHOPIFY creates a full process, one-stop e-commerce demand, From the establishment of online shopping mall systems, domain name registration, server services, mall decoration, operation promotion, etc., to create offline business online synchronization needs for consumers and propose solutions

For example, what is Apple's greatest success? Is it catering to consumption or guiding consumption? Steve Jobs once said, 'Don't let consumers give whatever they want. If you give them what they want, they will definitely want it.'. You cannot cater to the needs of users, but rather go beyond their needs and uncover their deepest needs. Through experiments, it has been proven that consumers cannot clearly express what they want. Only when you happen to create what they want the most, will you be deeply remembered, praised, and continuously worded, ultimately achieving a sense of brand belonging.

Can you excel in constraints? Let go of it and do it?

Returning to the two e-commerce brand paths mentioned earlier, I personally believe that each has its own advantages and disadvantages, but I still don't think much of the brands in platform e-commerce. Unless your brand is excellent, let customers enter your brand name in search boxes such as Amazon, ozen, aliexpress, etc. to find you. Otherwise, if your product is not searched once, it will bring out your strong competitors once. Without uniqueness, the brand will be weakened. If the product No matter how small the store is with flaws, the brand will have no chance with you. Moreover, you still have to be subject to various rules of platform e-commerce and cannot let go to realize your brand dream.



Compared to the brand strategy of independent e-commerce, CANTON SWIM

I believe that freedom is an opportunity, and independence is an opportunity to do what you want and tie down the flow of customers you have worked hard to achieve. Only with a strong customer base can a loyal brand audience be formed. Traffic in platform e-commerce is always for the platform, while traffic in independent e-commerce is only for you. However, you need to know that if an independent platform is isolated and helpless, it is difficult to do so. Therefore, I believe that combining the two paths, using the resource advantages of platform e-commerce to increase brand awareness, and then using independent e-commerce as a brand to maintain customer relationships. Remember, 'Business rewards and trust, integrity is the cornerstone of a brand'. The relationship between merchants and consumers is the most common and difficult state in society. As the saying goes, people are separated and cannot communicate in both directions to establish a relationship. They can only rely on certain potential factors - integrity, reputation, and word-of-mouth to maintain it. A successful brand can be trusted, habitual, and even needs.

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