The Forbidden City Taobao put on the “soft and cute” thinking mode, words and deeds and personality, originally intended to sell more things. Later, it set foot on the road of no return and jumped into a big net red across Weibo, WeChat and Taobao. The world around it has changed. The moat between the Forbidden City brand and the real world was also filled. It is no longer a museum with a sense of distance. Sitting in the noisy world, we will show you the exhibits. Instead, we will actively participate in the daily life of ordinary people and pick up some of their long-lost cultural identity. . Therefore, the thinking of the Forbidden City Taobao brand on it and its world should be unconsciously changed.
It was originally aimed at the mass market and promoted the traditional culture in one direction. Not only did it realize, but also the people from the bottom up, the Forbidden City Taobao brand and the Forbidden City brand reached a new height – the Palace of Taobao And the Forbidden City, to become a living brand that constantly dialogues and interactive progress with the real world. Inadvertently embarked on the road of “soft sprouting”, let the Forbidden City brand find its own new way of life and existence.
Taobao also regards the Forbidden City Taobao as an excellent example of Taobao’s transformation from “buy and buy” to “create”. The new market platform gives creative ideas more opportunities to collide directly with users, thus spawning more creative ideas and innovative products.
We originally wanted to talk about the degree of fit between the people and the brand. As a result, we accidentally talked about the upgrade of the brand vision. No, no. This is not a problem, it is to say how much people can play…
However, the success of the Forbidden City Taobao brand is not only the designer’s “big brain” or “soft sprouting”. Subsequent resource support is also key. Its success is typical of thick accumulation.
“Resources” means whether brand management has sufficient material support, including objective resources such as funds, information, channels, time, and fault tolerance.
Each product sold by the Forbidden City Taobao is only invested in RMB 200,000. The annual investment in the research and development of the brand’s Wenchuang products is one or two hundred million. For all the partners of design and production, the Forbidden City is not a shopkeeper, but strictly controls every link, and ensures that each product is equipped with two cultural relic experts, responsible for the details. There are also a large number of cultural relics open to designers to help them find inspiration; there are research for the target population, predict market response before the listing of Wenchuang products…
The same thing, the Forbidden City Taobao can choose from Jane from cheap. The simple and cheap and intricate gap is the investment in responsible brand management. Because this gap is the reflection of the personality elements of the Forbidden City Taobao, it is the management efforts of the Forbidden City Taobao to “do it yourself.”
The full supply of funds, information and channels is only part of it. Time and fault tolerance cannot be ignored.
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