Wen 丨 IQ Tax Research Center
This Winter Olympics, Lululemon did not directly sponsor, but because of the Canadian delegation's red down jacket, accidental fire.
In particular, Lululemon's yoga pants have become the favorite of contemporary urban women and have long entered the list of pulling grass. But when you enter the shopping software and see the price of seven or eight hundred yuan, many girls stop placing orders, because the price is a bit expensive.
However, e-commerce platforms such as Taobao, JD.com, and Pinduoduo have joined forces to give solutions, directly on fake goods or flat replacement.
Although now on the major e-commerce platforms, 88 yuan of Lululemon yoga pants, has allowed tax friends in advance to achieve the freedom of dressing, but such a cheap "Lululemon", is it really the future way out for e-commerce brands?
The real connotation of Pingdi is by no means a cottage, but the self-strengthening and independence of the new domestic products. As a result, there will be new domestic representatives such as Bosideng, Perfect Diary, and Stone Technology; in front of them, there have also been international giants such as Canada Goose, Maybelline, and Dyson.
True and false Lululemon
IQ Tax Research Center, there are many beautiful women, many of whom are fans of Lululemon. And the small rain of the IQ Tax Research Center, influenced by colleague Amway, also plans to buy a pair of Lululemon yoga pants.
However, after searching for "Lululemon" on the Taobao App, the results displayed made Xiaoyu feel a little confused. The price of Lululemon displayed on the mobile phone is mostly around 100 yuan, which is far from the price in the physical store.
* Taobao screenshots
This scene in front of you makes the light rain momentarily confused, is this true? Such a cheap Lululemon, could it be that it is using dollars to list prices?
Confused Xiao Yu took a closer look and found that these shops selling 100-yuan Lululemon had strange names. The name of each store seems to tell you that "we are genuine"; however, the name of each store is not the original "Lululemon official flagship store".
Confused by the light rain, "Lululemon" was deleted and "yoga pants" was changed to "yoga pants" as a keyword to search.
This time, in the display page of the product, the true and false "Lululemon" chose to leave the scene collectively; but the new yoga pants, without exception, all carried the word "Lulu".
These "Lulu" who do not know where they come from are simply the "Sun Xing, The Xing Sun, and the Xing Xing Sun" in "Journey to the West", which makes people feel big.
And not only in Taobao, in Jingdong, Pinduoduo and other e-commerce platforms, as well as Douyin, Kuaishou's e-commerce modules, we can see similar to Lululemon, but not Lululemon's clothing products.
* Pinduoduo screenshots
Not only are they close to Lululemon in terms of name, but even the logo and style are almost exactly the same as the original.
However, although these cottage products can deceive people in appearance, they can easily appear in their original form in terms of material, price and consumer evaluation.
In an online store under the banner of "Lululemon", a consumer commented on a pair of yoga pants: "There are too many threads, not genuine, and the edges are not good." In the pictures it posts, we can also see that there is a clear gap between this product and the genuine product.
Imitations start with rubbing names
In fact, the brands that have been rubbed by others are far more than Lululemon's family. And these copycat brands that specialize in rubbing famous brands have also formed several major genres in the process of development.
Some cottage brands are "glyph school", which use the similarity in the form of Chinese characters to achieve false chaos. Under their careful planning, the great white rabbit missed a tooth and became "great white"; Sprite closed her mouth and became "Rebbe"; while Oreo became "YueLi Yue", and six walnuts became "big walnuts", making people "silly and unclear".
Some cottage brands are "reorganization", which arranges and combines the names of well-known brands, expands and extends them, and becomes their own new brands. Therefore, the people who searched for Dior saw the lipstick of "Diomani"; the consumers looking for Jiumu bathroom saw the toilet of "Jiumuwang"; the teenager who wanted to wear Adidas, at a glance on the shopping software, was all the huge logo of "Adi Wang".
In addition to Chinese name has been repeatedly recruited, some cottage brands have started the "English abbreviation school" and choose to make articles on English brands. As a result, the famous Calvin Klein became "Calvin Kaier" on the e-commerce platform, the abbreviations are CK, all start with Calvin; so the man who wants to send his wife Michael Kors schoolbag accidentally bought the "Mirgam Kosel" school bag, and the original harmonious family suddenly has a difficult thing.
In addition to the above factions, in today's e-commerce platforms, many merchants have also joined a mysterious organization: "title party". For example, on Taobao, there is a store whose product is actually called: "Peach blossom flour!" It's so pretty! Comfortable". Seeing such a name, I am afraid that the editor who is most likely to be shocked by UC will also be deeply impressed.
For these "title parties", as long as they can rub the heat of well-known brands, everything will be fine, just waiting for Money.
As a result, these true and false "well-known brands" have laid countless traps for our consumers, and if they are not careful, they will fall into the pit.
The recommendation mechanism of the e-commerce platform today is the "behind-the-scenes black hand" of this phenomenon: whether they are copycat brands or not, whether they rub other people's names or not, as long as the sales are good enough, they can give priority to display; as long as they are willing to advertise, they can get recommendations.
Progress and transcendence of the flat
However, not all low-priced goods are copycats; there are also some high-quality and low-priced goods that are becoming the equal substitutes of big brands.
As the name suggests, cottage products refer to those products that blindly copy and imitate in terms of name and design, and rub the heat of big brands. Because of the lack of investment in design, research and development, as well as the rough and low end of the material and workmanship, compared with the big brands, the cost of cottage products is smaller, and the price in the market is correspondingly lower.
As an affordable alternative to big brands, compared with cottage products, flat substitutes have obvious differences.
Although the price is generally lower than that of international big names, whether it is in design and development, or in product quality, or after-sales service, the gap between flat substitutes and big brands is becoming smaller and smaller. In terms of brand building, relying on differentiated brand tonality and subdivided crowd labels, the pingdi brand has also made rapid progress in recent years.
Nowadays, with the development of social economy and the improvement of people's quality of life, the once popular cottage products have become more and more impossible to get out; and the brand independence, excellent quality, customer-responsible for the level of goods, is becoming the latest choice of young people.
During the Winter Olympics, ANTA's "shark skin on ice" was on the hot search, and this world's lightest and most breathable short-track speed skating suit became a symbol of ANTA's scientific and technological strength. It is precisely by relying on the continuous exploration of technology and the continuous operation of the brand that ANTA's market continues to expand, not only replacing international clothing brands such as Nike and Adidas, but also achieving their transcendence in many aspects.
Stone Technology was originally only a foundry in the xiaomi industry chain, but relying on the accumulation of technology and sensitivity to the market, focusing on building independent brands of stone, it gradually replaced the products of big-name home appliance manufacturers such as Dyson. Nowadays, in the field of sweeping robots, Stone Technology has become a well-deserved international big name.
The above flat brands not only reduce the price of goods and allow consumers to achieve material satisfaction; they also improve the status of domestic products, so that domestic brands can also shine in the market.
Young people who want to wear Lululemon but have no money can also achieve the freedom of dressing and bloom the beauty of life in the face of yoga pants such as "Runaway Lolita" and "Particle Mania". And those unprincipled e-commerce platforms, as well as manufacturers who use the banner of "Lulu" but do inferior copycat products, will only get farther and farther away from consumers.