把“小角色”做成“大生意” 京东服饰如何激活品牌“第二增长曲线”

Core Insights - The article discusses the shift in focus of brands towards non-core products, which were previously undervalued, as a strategy to find new market opportunities amidst intense competition in core product categories [1][11] - Brands like "稻草人" and "名创优品" have successfully leveraged non-core products to become new growth pillars, achieving significant sales increases on platforms like JD Fashion [2][10] Group 1: Market Dynamics - In a competitive landscape, brands are increasingly recognizing the value of non-core products, which can utilize existing customer resources and enhance supply chain efficiency [1][11] - Non-core products serve as "tentacles" for brands, reaching more consumers and uncovering new market opportunities [1] Group 2: Challenges in Promotion - Brands often allocate most resources to core products, leading to a lack of differentiation for non-core items, making them less noticeable to consumers [1] - The prevalence of low-cost imitations from smaller competitors complicates the market, as they can disrupt pricing and quality perceptions [5][6] Group 3: Success Stories - "稻草人" achieved over one million in sales within three months of entering JD Fashion, with a significant increase in sales volume [2][7] - "名创优品" saw a 300% month-over-month growth in sales of its洞洞鞋 (hole shoes) on JD Fashion, indicating a successful strategy in promoting non-core products [9][10] Group 4: Quality Assurance and Consumer Trust - JD Fashion emphasizes quality assurance through initiatives like the "安心品质标" (Quality Assurance Mark), which helps consumers understand the value of higher-priced, quality products [6][13] - The platform's data-driven approach aids brands in identifying market gaps and developing products that meet consumer demands, enhancing overall product quality [8][10] Group 5: Future Outlook - The growth of new merchants on JD Fashion, with a 50% increase in new self-operated slipper brands, indicates a robust market for non-core products [10] - The article concludes that as the market matures, focusing on non-core products can provide brands with new growth momentum, challenging the notion that non-core equals low value [11][13]