Recently, the editor suddenly thought of something: why does Wenwan have no brand? Look at what kind of things in our daily life do not have brands. Perfume and lipstick include Chanel, Dior, etc., clothes include LV, Louis Vuitton, etc., phones include China Mobile, refrigerators include Haier, etc., these series all have brands. of.
The cultural and entertainment industry has always been dominated by street stall-style operations and spontaneous merchant operations. There has never been a certain cultural and entertainment brand. Players are willing to play in various places in the cultural and entertainment industry. We hunt for good things in muddy waters, relying on our feelings, and the pricing is opaque, but we have always been happy to do so.
Why does Wenwan have no brand?
1. It is difficult to establish a Wenwan brand.
Tomato thinks that the main reason is that it is difficult to establish a Wenwan brand. You see, there are currently many merchants across the country selling Wenwan, but There are only a handful of registered trademarks, and there are no well-known big brands. It’s not that we don’t want to register, but it’s too difficult to establish. Let’s talk about our daily common return and exchange issues. Whether we buy things on a certain online store or in a physical store, If you buy something in a store and feel it is inappropriate or has problems, you can return it or exchange it. However, this rule does not work in the art and antique circles. The rule of art and antiques is that once the transaction is completed, there will be no refund, no exchange, no responsibility. , unless you have made an agreement with the merchant in advance and the merchant is willing to return or exchange the goods for you, no returns or exchanges are allowed.
People who play Wenwan can also understand this. After all, a piece of Wenwan can cost as little as a few hundred yuan, as high as tens of thousands or even millions. If it is unconditionally available for seven days like some e-commerce platforms, If you want to return or exchange goods, the Wenwan merchants will cry!
Secondly, most of the merchants in the cultural and toy industry are small traders and vendors who aim to make money. If you want to register a trademark, the procedures are complicated, and the price needs to be raised to maintain balance. But in this way Even harder to sell. I once heard a merchant say: "Building a cultural and entertainment brand is simply a fantasy for me. Not only do I lack the skills to manage the brand, I also lack the funds to build the brand. I only run a store to support my family." Therefore, establishing a literary and entertainment brand has a long way to go.
2. There are many types of cultural toys, and it is difficult to cover cultural toys brands
Moreover, there are so many varieties of cultural toys that it is difficult to describe them, such as beeswax, Rudraksha, Rudraksha, etc. Nanhong, Hetian jade, turquoise, etc., if we establish a cultural and entertainment brand, it will be difficult to cover all the products and meet the diversified and differentiated needs of buyers. In the end, it will be difficult to form a stable customer source. Because it is difficult to brand, and There are many varieties of cultural toys, so a very interesting phenomenon has emerged in the cultural toys industry, which is called "surname but no name" by industry insiders. There is a "surname", which is the name of the variety, but it is rare to see a "name", that is, Brand.
Although some merchant "brands" have gained a certain degree of influence and popularity in the entertainment circle after decades of accumulation and reputation in the industry, these are just the store names of the merchants, and they are still It cannot be called a cultural toy brand that is regulated by the state and has a reasonable and legal trademark registration. ”
3. The Wenwan market updates quickly
It is well known that the Wenwan market updates quickly. Laoshantan may be popular this month, but it may be popular next month. Falling out of favor, and basically every once in a while, some new literary games appear on the market. In the past two years from 2014 to 2015, the price of literary games reached an unprecedented peak. Nowadays, the price of a few hundred yuan of Xingyue at that time can reach Wenwan walnuts, which can now be bought for a thousand yuan or only a hundred or ten yuan, have gone through the era of tens of thousands of people grabbing them.
The rapid replacement of Wenwan walnuts makes it more difficult to brand Wenwan. The store can't completely replace it with new products every week or month. If this is the case, it will be difficult to form the brand culture of brands such as LV and Chanel. The same is true for cultural toys. After all, there are only a few types of cultural toys with good foundation. Others may be more hyped.
Moreover, the rapid replacement of products and the wide variety of products have also brought many problems to the future development of the cultural and entertainment industry, such as counterfeit goods, unstandardized identification, and malicious competition. There are endless phenomena.
Moreover, for buyers of cultural toys, the quality of cultural toys is more important than the brand. Let’s ask when buyers are faced with low-end materials, big brands and high-end materials, or no brands at the same price. , I believe that more Wenwan buyers will choose the latter. Not only that, I think buyers will also lose the experience of "Taobao picking up" after Wenwan is branded.
Sometimes what many people enjoy is the process of shopping for goods and the opportunity to pick up missing items. If the streets are full of brand stores, this kind of fun will not exist. Therefore, at present, cultural and entertainment brands are not enough to attract buyers to enter and pay.