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Traditional Brands Are Prone To Four Kinds Of Infantile Diseases In E-Commerce.

2013/6/18 14:36:00 47

Traditional Brands E-Commerce Underwear Clothing E-Commerce

recently, a lot of traditional brands have been exposed to the traditional brands. They are selling a href= "http://sjfzxm.com/news/index_f.asp" > underwear < /a >, selling women's clothing, selling watches, and even selling all kinds of brands of weight loss drugs, all have the same appeal: sales volume.

Their demands are simple, clear and urgent: they should use the shortest time, the least cost and the most clear method to attract more traffic and sell more goods. This seems to be a common and reasonable thing for everyone who makes electricity providers, but from the sigh and sighing of their talks, it seems that this seemingly simple appeal seems impossible.

then, burning money seems to be the only choice for these traditional brands to kill a blood route in the electricity supplier. But after burning through trains and drilling and assembling, it is found that this is a bottomless pit. The electricity supplier of burning money is like a monster that opens up a big mouth and ruthlessly engulfed these traditional brands.

When the burning money is hard to continue, they suddenly remember that I have repeatedly warned that the electricity supplier of burning money is not a good electricity supplier.

a war that has to be held fast > /strong > /p >

when the business of the entity channel is shrinking and there is no sign of improvement, < a href= "http://sjfzxm.com/news/index_c.asp" > the electricity supplier < /a > has become a market that many traditional brands can no longer lose. Otherwise, it means that its brand has withdrawn from the stage of history. This is unacceptable to every brand owner. Therefore, we can see that many traditional brands are forced to do business, and are forced by the situation. The so-called situation is stronger than the others, and the taste of the traditional brand is very deep.

"P", the entity channel has been lost, the e-commerce market has to defend. For the vast traditional brand, how to win the war of life and death of this brand?

P > we know, we know time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time time in fact, the real demand for consumers is one hundred and eight thousand miles away from the real needs of the consumer!

"P", so we will find that the brand business is to listen to agents, "a" href= "http://sjfzxm.com/news/index_s.asp", "http://sjfzxm.com/news/index_s.asp" and "/a >" from the point of view from the market, the sales performance in the terminal is getting worse and worse, and then continue to follow the opinions of agents and franchisees to improve, but still do not improve, then how to improve the performance of the terminal?

Some master said that the salesperson's sales skills were not enough to train the shop assistants. Some of them said that the manufacturers were not competent enough to supervise the training, and others said that the operation capacity of the agents was not good enough to wash the brains of the agents. There were also masters saying that the ability of the manufacturers could not be done and the ability of the manufacturers to be promoted. Therefore, from the manufacturers to the agents to the terminal stores, there was not a day of training and no meetings. "P", so all kinds of masters came into being. The thriving and varied masters became the last straw to save the sale of brands, agents and terminals.

this should be the most typical characteristic of traditional brand marketing, and consumers can only turn back to torture themselves.

Therefore, from the manufacturer to the agent, and then to the terminal shop, everyone was stimulated by the blood of the master. It was not enough to prove that my product was so good that it was not enough to show that the excitement of the Buddha was not enough to show how great the role of the master was. So, the traditional brand marketing system had habitual hyperactivity from top to bottom, especially the two or three line underwear brand, those supervisors, one day, every day with a strong red face.

why is it so? The reason lies in the mode of wholesale circulation. This mode does not study, do not discuss, pay no attention to consumers, and hardly knows anything about consumers. This mode always assumes that consumers are constant and immutable, so they can only torture themselves and change themselves in turn.

and the popular market is just the opposite of this. Popularization is centered around the operation of consumers. The aim is to understand, excavate and satisfy the needs of consumers. In order to achieve this goal, we can only truly achieve brand retail. In the physical channel, the brand can be realized by entering department stores or stores, but most of the traditional brands want to shift from wholesale to retail.

(P) the rise of the electricity supplier makes the traditional brand have to make painfully difficult pformation: from the niche market to the mass market, from wholesale to retail, from how to pressure the product to the agent and franchisee to sell the product to the consumers, that is to say, the electricity supplier is really making the traditional brand popular and truly realizing the brand retail.

the wholesale distribution channels of traditional brands depend on the gradual collapse of the electricity supplier. This is the inevitable trend of market development. As a product of the primary stage of the domestic market economy, the traditional channel will inevitably be replaced by the new electricity supplier with the core of Internet technology. This is a great progress in business development.

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electricity supplier is the admission ticket of traditional brand to the mass market /p >

traditional brand is built on the wholesale circulation channel. Through agents controlling the regional market and then developing the franchisee by agents, the three step ladder operation market is not too challenging for many traditional brands, because you do not have more than 30 agents in all the provincial markets of the country, such as "a target=" _blank "href=" //www.sjfzxm.com/ "> clothing /a" class "agents, the best brands will not be more than 20, and such brands can not be passed, which is very rare in China, and most brands are between 10-20.

when a brand faces 10-20 customers, it is very simple.

For example, the development of an agent is often done by the power of the company. Agents come to the company to be nice and good to wait for the natural environment. It is not easy to talk about the nature of the policy. The policy conditions are also well negotiable. Even if the individual agents are so good, they can immediately arrange the staff who can drink. The slogan is not only to drink well, but also to drink.

No more, customers can sing two songs better, they can arrange the best KTV at once, let you sing once enough, no more, and you can do something else.

that is to say, when a company is faced with an agent, there is always a way to get the client to make a deal. Yes, there is always one fit for you to drink, sing, and play, so this business is also done. So when someone talks about eating and drinking with customers as a marketing tool, I always feel embarrassed.

so wholesale circulation is a small market. The mode of operation is simple, extensive and casual. In fact, there is not much technical content. The difference lies in the fact that the familiarity of the face determines the quality of the business.

if it is not the half way out of the electricity supplier, this situation can still be maintained. Many brands can still enjoy the spicy spicy food, and may slowly pition to the popular market. But the rise of the electricity supplier has disrupted such a natural process rudely: many brands have not yet done well in such a niche market as wholesale circulation, but they have been driven by the trend of the market to a popular platform such as the electricity supplier.

That is to say, the traditional brand is pushed to the stage of brand life and death battle without any psychological preparation and material preparation.

but no matter how, through the electricity supplier, the traditional brand is getting the admission ticket to the mass market. This is also the first step of the traditional brand going to the popular market. The electricity supplier has also become the first enlightening course for the traditional brand to realize retail. But at present, the results of these brands are not satisfactory. What are the reasons?

the diagnosis of childish diseases of electric business is /p >

let's look at several cases first.

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a watch brand has opened a flagship store in Tmall, which is almost about 100000 of the sales per month. The performance is very miserable. The boss is very anxious. After thinking about it, he feels that it is necessary to spend money on promotion. Now the through-train and Taobao passenger can not effectively improve the flow. The only way to do this is to promote other channels. He explicitly says that it is necessary to operate in a short term, but it will not cost too much in one month.

I looked at his shop: rough decoration, vague copywriting, disorderly layout, and looking gaudy, but in fact, he was not very good at browsing.

Shops like this don't have to do technical analysis, they know the design of keywords, the writing of baby titles, and so on.

I told him that the shop foundation was too bad, that is, drainage success, conversion rate also can not go up, white money.

He said he wanted to get ahead.

another case of underwear brand, also in Tmall's flagship store, the shop's decoration is buying templates. It can be imagined that the vision will be poor to what extent, so the performance can almost be ignored.

The first thing we did after we took over was redecorating, replanning the store, including copywriting, product selling points and so on. It was like starting from scratch. After everything was ready, I thought I could go all out to rush ahead, but I found the problem was not so simple.

This underwear brand has more than 10 agents online, so the price of the shop is restricted. Once the price is low, the agents on the line will not do it, crying for the manufacturers, so the price of the brand has been strong in Tmall, far higher than the first-line brand, and it is also a wonderful flower of Tmall underwear category. But what is even more surprising is that those agents and franchisees have their own stores on Taobao, but their prices are far lower than the brand's own flagship store. That is to say, the flagship store of the brand has become the target price of these customers' stores and competitors, so the performance is miserable, but not as good as the C store of customers.

If you don't come, you can only sell those products that are stored in stock, and the number of these products is not good and the freshness is not good. You can imagine that the performance of the brand is ambitious. Although the boss of the brand is ambitious to make some achievements in the electricity supplier, and the slogans also shout loudly, but always facing the strategic positioning, the goods and even the operation strategy of the entire brand, the electricity supplier is always wavering. Today, I heard a master about WeChat marketing, and immediately started the WeChat marketing of the electricity supplier. After another day, I heard a master about micro-blog marketing, and immediately had to do micro-blog marketing. In short, there were many ideas and slogans, but there was no way to find the direction, and there was no operable execution plan. price

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through the above 2 cases, combined with other traditional brands of electricity providers, we can basically see that the traditional brand is suffering from infantile illness when they encounter the electricity supplier:

1, flow anxiety disorder /p >

symptoms: every day shouting for performance, traffic, data indicators.

cause: do not reflect on what they have done for the flow and what they have done for their performance? Do not reflect on what they are going to support the growth of their performance and traffic flow. Do not reflect on their own resources, such as team, goods, copywriting, planning, pportation, etc., is enough to support the growth of performance and traffic.

2, channel Entanglement: /p >

symptoms: goods and prices are subject to physical channels, and they always want to do some kind of separation, but they can't be done at one thirty.

cause: traditional brand relies on wholesale circulation channels, and has not yet waited for the brand to clear up the entity channel. What's the matter with the electricity supplier? The electricity supplier has killed the brand with the thunder. It has made the brand panic and made a mess in the shop.

3, technical blindness:

symptoms: think technology is all the electricity supplier. When it comes to electricity providers, if you don't know a few professional terms, you are embarrassed to talk with others, what conversion rate, SEO, keywords and so on, and hear the layman's tongue in his mouth, thinking that the technology of electric business is really tough and strong.

cause: the traditional brand itself has no IT and Internet genes. This is the two different discourse system and mode of thinking.

But I think if the foundation is not good, these dazzling technology activities are useless. Even if we bring customers in through technological means, the result may be a jump. The technology of electricity supplier is a great genre. These technology flows rely on Taobao and Tmall to survive. If they do not talk about technology, what they rely on to live, then it is not easy to flicker.

strong > 4, operation hyperactivity disorder /p >

symptom: it is tossing, people are tossing, partners are tossing.

There is no professional full-time team. Today, I feel that when the operation is good, I will immediately operate on behalf of others. I will do it myself for another day, and I will do it myself at once.

cause: unknown strategy, unclear direction, many traditional brands simply do not know what the electricity supplier means to themselves, how should they treat the electricity supplier.

From the extensive system of agency to the refinement of retailing, many brands have not reversed. From the previous eating and drinking, they have settled the agent, and now they have to work hard to communicate with customers. Many brands have not found a way, but are not accustomed to it.

The four symptoms above P should be the specific manifestation of the traditional brand's electricity supplier's infantile illness. Different symptoms have different causes. These causes all point to a total source of disease: the electricity supplier suddenly pushed the traditional brand to the mass market, but the traditional brand did not form corresponding mass market solution, which is the core source of the traditional brand's infantile illness.

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electric business is the core platform of the mass market. The importance of the development of the brand can be imagined. So what is the essence of the electricity supplier? What is the essence of popularity? How can the traditional brand reverse its thinking so as to find a solution?

the essence of the electricity supplier is the cashing of information flow

we know that e-commerce and physical terminals are an integral part of the operation of the mass market of the brand. As I said long ago, the integration of the electricity supplier and the terminal will bring about a situation of "two wings flying together".

as mentioned earlier, popularization is based on the consumer as the core, and the form of expression is retail. We enter the market, open stores, and engage in electricity suppliers for retail.

Some people say that the essence of popularity is retail, and the essence of e-commerce is retail. In fact, this is wrong. Retail is just an external form of mass, a way and a tool, so retail is only a form of electricity supplier, not a substance.

Why do we say so? /p >

we reappear a situation before electricity shopping: eating dinner, seeing a clothing brand's advertisement in CCTV or a magazine or newspaper, it is very evil, and it is heartfelt, it feels good, it can be bought, but it has to wait until tomorrow to go to the street.

On the morning of the second day (P), breakfast was eaten and the bicycle was pushed into the county seat. As soon as I got to the city gate, I saw a huge billboard on the wall of the roadside building, which was seen in the TV advertisement last night. So, I went straight to the shop in the direction of the above address.

there is a complete information flow in guiding consumers. CCTV is the first node of information flow, wall advertising is the second node of information flow, and the final information flow converge in shops to complete the realization of the final information flow.

we often make the volume of passenger flow in the shop. Before that, we do not know what the essence of the passenger flow is. We only know that the lobbyist has less traffic and fewer people in the shop. Through the above description, we know that in fact, the quality of the passenger flow is information flow, rather than the terminal store's efforts to win customers' traffic through various means. Rather, it is a gathering of information flow through various information nodes. When customers enter the shop, they pay the cash flow.

so we can draw a great conclusion: the essence of retail is cash flow, and the essence of retailing is how to manage information flow effectively.

Before P, we saw a brand advertisement message on CCTV, which can only be bought for second days, but this is still full of uncertainty. Because it is difficult for us to ensure that the advertising information will be forgotten on the second day, and this uncertainty is increasing when the brand advertising level is getting worse.

but the electricity supplier is quite different. Whether it is on TV or in magazines, or in micro-blog, we can see that when the information of a brand is enough to impress us, we can immediately complete the purchase, and the electricity supplier will make the flow of information faster. Some people who are skeptical about the electricity supplier can see that they can hit the wall here.

Moreover, with the development of mobile Internet and the improvement of payment technology, the realization of information flow will be further promoted.

, therefore, we can draw second conclusions again: retail is only an external manifestation of the electricity supplier, the essence of the electricity supplier is the cash flow of the information, the essence of the operation of the electricity supplier is the effective management of the information flow.

the so-called conversion rate we are talking about every day is actually the ability to cash in the flow of information.

brand is the core flow path of information flow

from the above analysis, we know that many people are clamoring for performance and sales, but they can not get effective solutions. The fundamental reason is that they do not know that the electricity supplier is the essence of the realization of information flow. After clearing this substance, the next work will be done well.

we know that before doing electric business, what do Tmall do to bring traffic? It is to explode money and make special offer. Now Tmall is not very encouraging this practice, so now we focus on burning through trains and drilling, all in order to increase traffic.

> but we slowly find that now no matter how to burn money, the flow can not rise. Why? For example, Tmall seems to be a large reservoir. The capacity of the water is limited. All brands are drinking water from the reservoir. More and more brands are available, so we can get less and less water. Before you spend a dollar, you may buy 5 liters of water. Now you spend 10 yuan to buy 3 liters of water.

How to do it? Everyone stares at a pot, which is definitely not a long-term strategy. Therefore, Tmall has repeatedly stressed that to make a brand, we must have a brand awareness.

Because each brand itself has its own fans, it has the appeal to drive fans to Tmall consumption through brand, which means increasing sales of brands, and potentially enhancing the sales of other brands.

It can be said that Tmall actively advocated the way of branding, which is the first way to solve the shortage of water in reservoirs.

In the future, the brand of the Tmall reservoir's saliva is not big or thirsty. - the bigger the other brands are, the greater the ability to absorb water.

Only the brand is bigger, the brand has the power to appeal, and the trickle of the brand will eventually form the sea in the Tmall reservoir, so that Tmall will have the power to dominate the electricity supplier.

Alibaba cooperation with sina micro-blog actually wants to put the water in micro-blog reservoir into Tmall, which is the second way to solve the reservoir capacity by Tmall.

This method has just opened the gate of micro-blog. As for micro-blog, if it can go to Tmall, it has to rely on brand to drain.

Therefore, brand will be the core traffic channel of e-commerce information flow.

the traditional brand is missing brand building ability. These brands are mixed up in traditional channels. They are very uncomfortable. The reasons are just like what I said before. Traditional channels are faced with a few small customers who eat well, drink well, sell goods to them and sell them. What do they do? Let's train masters, engage in meetings and so on -- the so-called training masters are actually a helper for factories to press goods to the channel.

P, a popular market, facing thousands of consumers, we don't know where these consumers are and what they are doing. We don't know what ways they will buy our products. So how can these customers who are hidden in the Internet world wash their brains one by one like entity channels?

it can be said that the experience accumulated in the wholesale circulation channel has lost its place in the electricity supplier, and even will become a stumbling block in the operation of the electricity supplier. How can we attract more customers and more fans' attention in the mass market? The answer is brand.

how to carry out the brand operation of the electricity supplier, or say that the electricity supplier has become part of the brand strategy, is urgent for the traditional brand, and does not solve this problem.

I talked with that watch, instead of eager to sell, it is better to honestly do the brand well: product optimization, visual enhancement, copywriting must be refined, these things should be differentiated, and then targeted for promotion, drainage.

The through-train and Baidu engine are actually like us in the physical store, sending a few people to the door of the shop, seeing a person dragging themselves into the shop by dragging and pulling in front of the door, but can such barbaric solicitation increase the conversion rate?