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TLDR; Brands like Nike don't want to partner with 1000s of outlets that they typically did. Instead they will only work with 10s of partners who are willing to
by sytelus 9y ago
TLDR; Brands like Nike don't want to partner with 1000s of outlets that they typically did. Instead they will only work with 10s of partners who are willing to invest in creating brand specific unique experiences.
I am not sure if this is right approach. I think the whole era of "brand ambassador", "store experience" etc has ended. Previously brands carried promise of quality and uniqueness however these days this promise has been transferred to store itself that distributes those brands. Now these distributors are able to get similar quality from relatively unknown brands and sell at higher margin. This likely because most brands have centralized their manufacturing to places like China and there is usually same manufacturer there which produces same goods, one with brand label and other without. So as brands have outsourced their manufacturing, they have also outsourced their expertise.
- abainbridge 9y agoYou can see it as depressing that companies did this to themselves over, say, the previous 30 years. But they did it to cut costs and if the consequences of that action are only biting now, then maybe it was the correct decision. It probably kept the shareholders happy. If you take a long view of 100 years, its hard to see whether shareholders would be better served by companies optimizing themselves for longevity or by a changing population of companies planning for an initial 10 years of growth, followed by 30 years of cost cutting, followed by gradual decline. I'm sure I'm not the first to have had this thought. Does Economics teach a standard line on this?
- thisisit 9y ago> Now these distributors are able to get similar quality from relatively unknown brands and sell at higher margin. Couple of examples of these "unknown" brands? Because I still see find named brands everywhere.
- walterbell 9y agoIs there a github/wikidata list of global manufacturers and the branded goods made by each factory? In theory, that would enable supply chain transparency, e.g. Amazon plugin for online shopping or mobile app for offline shopping. Note that the same factory can make goods to different quality specifications, depending on brand requirements.
- dates 9y agodatamyne, importgenius, panjive, 52wmb are all services that collect shipping manifest information and make it searchable
- walterbell 9y agoThanks for the pointer, which lead to https://www.quora.com/Panjiva-vs-piers-vs-zepol-vs-import-genius https://www.quora.com/Panjiva-vs-piers-vs-zepol-vs-import-ge...
- Noos 9y agoThat just means branding will become even more important to differentiate you from your competitors. It's not like this is new; grocery goods have been functionally the same among categories for decades now. You can buy unknown brands at the dollar store for less money. But then it's only the strong brands that will rise above the sea of Chinajunk to be more than that.