Q: How do we position our two brands inside one store?
Both share the same story and the same philosophy, but one is premium and the other one is economy. We intend to sell both in one Tmall Store and don’t want to confuse consumers.
A: Well confusing consumers is one problem. But there is a BIGGER ONE that will impact whether they see your listings in the first place: registration structure. If you don’t get a multi-brand status for the store, you will only be able to register IP for one main brand.
You can still list the second brand in the store but will not be able to get the diamond display banner on branded keywords or even general rights to brand traffic in the SERPS.
So there would be 3 options in that case (with denial of multi-brand status):
(1) the scenario just described
(2) two standalone flagships
(3) one single brand flagship
If you are doing PR and activating both names, you can see this will be a problem.
If you are denied multi-brand status, scenario one is problematic unless you can curate the words to describe both brands under one search umbrella.
For example: consumers must naturally use the words “BRAND NAME I” when searching for any of your products, including sub brands like BRAND NAME II. That way the vast majority of brand traffic is coming from a long tail story related to BRAND NAME I.
The seeding needs to make it clear, like “Organic BRAND NAME II By Premium BRAND NAME I”
If you are activating only one of those brands successfully, it makes sense to go forward with #3 and we choose WHICH brand to focus efforts.
We’re open to your suggestions but you need to be aware of the problems with traffic routing given Tmall’s registration structure and trademark use case.
#Tmall #Taobao #Registration #Traffic