The last time I saw a very interesting data, it was said that on Double Eleven last year, 357 new brands ranked first in the sub-category. It feels like the era of new brand explosion has come.
But looking at this sub-category, it's intriguing. Which categories are the first in these sub-categories? For example, the first place in the big cup bra, the first place in the nutritional digestion biscuits, the first place in the large particle building block, the first place in the wireless music table lamp and so on.
Anyone who builds a new brand knows that it is almost impossible for a new brand to be the first in the industry category, so they can only settle for second place and be the first in the sub-category category, so that they can be familiar with each other. .
Various new Internet celebrity brands advocate the first place in the sub-category category. In fact, it just shows that Internet celebrity brands have become more and more difficult to do, and they are becoming more and more introverted. I really have the level and strength. How good is it to be the first in bras and the first in biscuits? Why choose subdivisions?
The finer the sub-categories, the more involution the Internet celebrity brand is. After a few years, maybe it will be subdivided into the first place for 30-year-old girls' big cup bras, the first place for 30-year-old girls' big cup bras in the south, the first place for 30-year-old girls in southern Shenzhen's big cup bras, and the Longhua New District in southern Shenzhen. No. 1 in segmented users in Longhua Avenue area;
When that era comes, everyone should stop thinking about being an internet celebrity brand. It is better for you to sell breakfast than to be an internet celebrity brand.
1. Disadvantages of Internet celebrity brand involution
Now that the Internet celebrity brands are searched on the Internet, everyone is still talking about the old ones: Hey Tea, Perfect Diary, Three and a Half, etc. There are very few new Internet celebrity brands.
For example, the apps we use were all released five or six years ago. Although there are many new apps coming out now, there is no market. If you look at the top 100 APP rankings now, there is no new APP released within two years. Therefore, the disadvantage of the involution of the Internet celebrity brand is that everyone will stop thinking about being an Internet celebrity brand.
Society is developing, and opportunities are fleeting. It is really sad that they have not caught up with the mobile Internet, nor have they caught up with the entrepreneurs of the right age in the year of the rise of Internet celebrity brands.
Do you think the rise of Perfect Diary and HEYTEA depends on strength? Just like the rise of Alibaba and Tencent, it was created by the times. Strength is of course very important, but without the promotion of the dividends of the giant wheel of the times, it is useless to have strength.
The rapid flow of information through the mobile Internet will inevitably bring about changes in the old pattern of the brand. If there is no perfect diary, it may be the girl's diary. Just like if there is no Ali in e-commerce, Paipai may rise; if there is no Baidu in search, Sogou may rise.
The era creates brands, but unfortunately the era of online celebrity brands has passed, because it has become introverted.
I also had a dream of creating an Internet celebrity brand before, but when I encountered the involution of the Internet celebrity brand, this dream became a fantasy. Now is not the time to do a few high-value designs and find a few talented people to plant grass to create an Internet celebrity brand.
But life has to go on, and how to go on the road of brand in the future depends on everyone's perception.
2. Why is it difficult to build an internet celebrity brand?
You may not know it yet: Involution equals increased difficulty. What is involution? For example, Sunflower Collection is a peerless martial art. Once you practice it, you will be able to stand alone in the martial arts and be invincible all over the world.
One day, the sunflower collection was telemarketing list published, and everyone in the world had a copy, and everyone practiced the sunflower collection. At this time, you found that you were very powerful before, and no one could beat you. Now, everyone is very powerful, and you can't beat anyone.
Much like the recipes for creating an internet celebrity brand, now that both cats and dogs will be built as internet celebrity brands, do you think you can still stand alone in martial arts?
Creating an internet celebrity brand is nothing more than refining a unique product appeal, designing a unique high-value brand image, finding a suitable channel for planting grass, and finding experts to recommend planting grass in batches.
At the time of Perfect Diary, everyone didn't know the sunflower collection, didn't know how to grow grass, or even knew what it was. People can't find their opponents with lanterns, gol