Although traditional enterprises have difficulties of one kind or another in the process of carrying out network marketing, network brands can obviously become a new breakthrough.
Words such as “shirt+mouse”, “broadband+sports shoes” and “network+diamond” have been frequently mentioned recently, and many traditional enterprises have begun to enter the field of e-commerce. However, there is a huge difference between the online consumer market faced by e-commerce and the traditional consumer market. The emergence of price comparison websites has made product prices super transparent, consumers are accustomed to searching for information through various network tools, it is difficult to coordinate e-commerce and traditional physical channels, consumer loyalty is low, and consumer experience is difficult to grasp. The cost of promotion is high and difficult, and the channels of online stores are complicated and difficult to coordinate and unify. These all make traditional enterprises face difficulties in developing e-commerce.
Products, promotions, channels, service quality, customer relations, marketing promotion, advertising, technology, consumer positioning, website structure, page design, shopping process, online payment methods, etc. are all components of B2C e-commerce. Then, how do traditional
enterprises stand out in the tide of e-commerce B2C? What is the core of online consumer market competition? Faced with numerous B2C models, how do enterprises choose? How to create online brands?
models, and different models have different characteristics. At present, traditional enterprises carry out B2C e-commerce in modes such as platform cooperative brand mall, online shop cooperative online retail, online order offline channel online sales, self-built brand online mall online direct sales, and multi-mode coexistent online marketing.
The platform cooperative brand mall is a form in which traditional enterprises set up a cooperative retail area named after their own brand on a comprehensive or professional e-commerce platform. Enterprises in many vertical industries set up “stores” on C2C platforms such as Taobao, Dangdang, and Sina Mall a few years ago. Another trend is professional large-scale electronic malls, such as electronic shoe malls, electronic home appliance malls, and electronic 3C malls. For example, Taoxiu.com is determined to build China’s largest online sales platform for mid-to-high-end brand shoes, bags, and sporting goods. Currently, there are BELLE, TATA, STACCATO, TEENMIX, GEOX, FATO, MIRRELL, GEOX, SENDA, BASTO, CLARKS, NIKE, ADIDAS, KAPPA, PUMA, FILA and many other well-known international and domestic brands have been listed on Taoxiu. The brands on Taoxiu cover fashion, formal wear, leisure, outdoor, sports and other product styles, satisfying consumers’ high cost-effective mid-to-high-end products. Online consumer demand for branded shoes, bags, and sporting goods. Brands such as Skyworth, TCL, and Xohua are also cooperating with third-party network platforms such as Xinqitian and Brand Home Grid.
Online store cooperative online retail refers to the cooperation between traditional enterprises and online store operators distributed on e-commerce platforms, and sells the products of enterprises through online store operators. Some companies set up their own agents and distributors on platforms such as Taobao, and also set levels for agents and distributors. However, these comprehensive e-commerce platforms, due to the wide variety of items and uneven store building forms, some are agents and some are distributors, such a hodgepodge of sales channels, the effect is not obvious.
Online orders and offline channel sales are traditional enterprises trying to coordinate e-commerce with traditional physical channels to achieve maximum efficiency and lowest cost. This method can give full play to the logistics and service advantages of traditional enterprises’ physical stores all over the country.
Qumei Furniture’s “e-world” online shopping mall is a mode of online and offline interaction. Qumei is the first furniture brand in China to open an e-commerce platform. The “e-world” online shopping mall takes “brand + low price” and “online shopping mall + physical store” as the basic strategy. When consumers place an order, nearly 600 offline experience stores can provide collaborative direct sales services.
The Aokang online mall gathers five major brands under the Aokang Group, including Aokang, Kanglong, and Red Flamingo. And there are more than a thousand varieties sold online. After consumers order online, Aokang will directly assign the order to the physical store closest to the consumer to complete the order and form a logistics distribution. Aokang calls it a three-dimensional marketing system.
The mode of online direct sales in self-built brand online shopping mall is the mode that traditional enterprises finally choose after they have tried e-commerce in the initial stage. At present, enterprises in clothing, shoes, home appliances, consumer electronics, etc. have established brand online shopping malls one after another.
Network marketing with multi-mode coexistence may be a kind of necessity for enterprises with strong brands in the traditional market. Li Ning’s e-commerce model is multi-mode coexistence. At the beginning of 2008, Li Ning began to set up an official flagship store on Taobao, and then released the official e-commerce platform e-lining.com. Li Ning’s main method to deal with online and offline issues is to bring unofficial online sales into its own supervision system through authorization, and control the price in its own hands. In this way, coupled with the good control of prices by the original offline channels, It can minimize the contradiction between offline and online. In addition, Li Ning Company also has precise positioning for official online sales and offline channels. For example, the offline flagship store of Li Ning specializes in selling regular-priced new products, and some stores sell goods in stock; Li Ning’s official e-commerce platform e-lining.com mainly sells new products, especially limited edition products, including products signed by celebrities. Li Ning’s Taobao store mainly sells a moderate amount of new products combined with stock products; some of Li Ning’s cooperative B2C platforms, such as shopping.com, mainly sell cost-effective stock products.
In addition to building an official self-operated website, Belle also opened sports stores, fashion stores and shopping malls on the C2C platform and B2C platform of Taobao.com.
As can be seen from the above model, in network marketing from the brand point of view, it can be divided into the following three types: one is the brand of the enterprise plus the brand of the e-commerce website; the other is the online mall created by the enterprise with its own brand; There is no obvious online brand strategy, but a passive brand strategy that focuses on sales.
Practice has proved that the best way to build an online brand is to build an online shopping mall by the enterprise itself. For example, Aokang started an online store on Taobao as early as 2005. In 2006, Aokang’s Kanglong brand joined hands with Tencent.com to open a Kanglong online flagship store, but eventually Aokang launched its own online shopping mall.
Brand extension vs independent online brand
For traditional enterprises, should they extend the brand that already has high value in the traditional market in the online consumer market, or create an online brand independently?
The e-commerce brand of most enterprises is to extend the existing brand Extending to the Internet, only some clothing companies have adopted the strategy of launching independent online brands.
SAINT ANGELO Group owns eBONO, an e-commerce direct selling brand. In order to establish this brand, at the end of 2008, eBONO launched the bonotaHor brand offline physical community custom store. The bonotailor store and online direct sales are linked. The bonotailor community customization store also has the function of the eBONO network direct sales experience center. The ready-made clothing sold online is displayed and sold here. Consumers can intuitively feel the fabric, workmanship and try-on effect of the clothing. You can buy directly or place an order online.
For the extension of traditional brands on the Internet, the most important thing is to do a good job of separating and balancing offline products and online products, and at the same time consider the attractiveness to online consumers in terms of products, prices, and virtual experience, so as to increase Internet sales from Internet users to enterprises interest and curiosity, and gradually cultivate the consumption habits of online consumers in online shopping malls.
In this regard, the practices of some enterprises are worth learning from.
The products on Daphne’s official shopping website include women’s shoes and bags. The online platform is divided into “new products hall”, “discount hall” and “star merchandise hall” and other areas. The prices and discount rates of online and offline products are consistent. The bridal shoes, party shoes, and dinner shoes sold on Daphne’s official online shopping channel, the Protagonist Pavilion and the Function Pavilion, are limited orders, but these shoes are not sold in Daphne’s exclusive stores.
Uniqlo, a Japanese casual wear brand, announced the opening of a flagship store in China on Taobao, making every effort to expand the Chinese market. At the same time, as part of the big Taobao strategy, Taobao will help Uniqlo establish, improve and promote
It is an official website with an independent domain name in China, and fully launched Uniqlo’s online sales in China.
Whether it is the extension of existing brands or the creation of online brands, the positioning of consumer groups and the brand concept and image building around the positioning of consumer groups are very important.
When Hangzhou Xinmiaobo Clothing Co., Ltd. launched e-commerce, in order to solve the risk of online sales of new products of the original brand, and consider that the price positioning of the original brand is not suitable for online sales, it has a deep insight into consumer psychology and market development. With a keen grasp of speed, he organized experienced Korean designers to design the online brand “Hanzhi”.
In order to build an online brand, Hangzhou Xinmiaobo Clothing Co., Ltd. has adopted corresponding strategies: designing more than a thousand new styles every season; clothing should have obvious Korean charm from style to texture; introduce a large number of design elements that are currently popular in Korea, For example, the beading on the neckline, the high waist of the skirt, the middle sleeves, etc.; when shooting promotional pictures, all models with obvious “Korean flavor” in appearance and temperament, and even resemblance to famous Korean stars are hired.
In September 2008, Taipingbird Group established an emerging B2C e-commerce company with online shopping as its main business——Peacebird Magic Fashion Clothing Co., Ltd. and opened an online shopping community named “Magic Fashion” with the goal of attracting young women to consume Or, the website uses a large number of young female images to shape the brand.
Internet genes in
Internet brands Internet brands are very different from traditional brands. Enterprises should make full use of the advantages of the Internet to provide consumers with a better brand experience and establish a close relationship with consumers. This is an important rule for enterprises to build online brands, and it is also the biggest difference between online brand building and traditional brand building.
Buying behavior on the Internet needs the support of brand image, and the credibility and guarantee brought by the brand offset the insecurity of the virtual environment to some extent. In an environment lacking high-quality catalogs and defined by traditional logos, users differentiate by brand name. Like traditional marketing, a good brand image is a guarantee of credibility in the subconscious of users.
The network environment enables enterprises to track consumers’ online behavior, and has more opportunities for qualitative and quantitative analysis, enabling enterprises to effectively carry out loyalty programs. Moreover, the network’s target positioning ability and the ability of targeted online marketing programs or information programs have strengthened the management of corporate customer relationships. The web provides an excellent platform for managing and enhancing the consumer and brand experiences of a business and its diverse customer segments. At the same time, the continuous development of new network applications, such as wireless network applications, enables enterprises to communicate with customers in a newer and creative way, further expanding the opportunities for customer consumption experience and brand experience.
The construction of network brand is a systematic project. When enterprises carry out brand promotion, they can use forums, QQ groups, Qzone, SNS social networking sites, video sites, blogs, corporate websites, games, vista border toolbars, e-books, search Engines, instant messaging tools and other platforms for brand promotion, and in the form of promotion can use advertorials, titles, peer-to-peer, word-of-mouth, fun pictures, online lottery, videos, etc.
The promotion of Internet brands is important, but the core of Internet brands lies in the Internet genes in the brand concept. This Internet genes are the brand’s absorption and application of Internet culture. The trend of Internet culture changes rapidly, but the core lies in the concept and grassroots culture of young fashion groups for freedom, happiness, unrestrained, pursuit of uniqueness, and pursuit of uniqueness.
In 2008, rare words such as “囧”, “Orz” and “槑” frequently appeared on the Internet, and “Super囧!”, “It’s very embarrassing and ridiculous”, and “I’m posting again” became Internet buzzwords. For a while, the phenomenon of “囧 culture” became a unique landscape on the Internet, which was deeply loved by netizens.
Li Ning Company quickly launched 囧 sneakers, which were frequently out of stock after listing. Intel also launched an online marketing campaign with the theme of “breaking the embarrassment with science and technology”, integrating popular elements such as comics, blogs, and dramas into one, in order to change its cold image. Recently, Qiaqia Pistachio, a subsidiary of Qiaqia Group, joined forces with 7 websites including Sina, Yahoo, Mop, Tom, etc., to jointly launch a big convening event with millions of followers.
Establishing a close customer relationship with customers on the Internet is far more important to a brand than traditional sales. Use customer feedback information to understand customer satisfaction with the company’s products, consumption preferences, and reactions to new products. Accurately understand consumers’ consumption psychology and decision-making process, and establish a “one-to-one” intimate relationship with customers through various network tools. Precise segmentation of the target market, based on which information or advertisements are sent to these customers. By replying to customers’ questions, sending them timely information about new products and upgraded services, etc., we can maintain long-term friendly relationships with customers and establish a database of loyal customers.
In the Belle Bar of Baidu Tieba, we can see Belle’s staff collecting consumer opinions and promoting the company in the post bar. This is in stark contrast to the post bar of some brands that has become a platform for consumers to vent their grievances. It is believed that in the near future, the network will surely become a new force for speeding up Belle’s supply chain.
