Create China's Zara lang-ping planning electric Business Enterprise upgrade

January 5, 2013, Beijing Network Business Annual meeting, the famous economist Lang-ping depth dialogue more than "Amoy brand" in charge. In this dialogue process, different from the enterprise strategic planning or economic trend analysis, Lang-ping to include the essence of the oil, Han, the Antarctic, Jiuxian nets, puppy electrical appliances, such as the operation and marketing promotion strategy familiar with, to be sure, Lang-Ping and its capable research and analysis team has long been to the vision of the indigenous electrical goods brand, and its long-term tracking.

The rapid and steady growth of the brand of the olive oil, let people sigh, based on the internet, the growth rate of electrical goods brand, far more than the traditional areas of brand promotion growth. "The world or a region of outstanding brand, after word of mouth, to have dozens of to hundreds of years of development process, in this process also need to get consumer affirmation." Lang-Ping talked about, through the network platform marketing methods, electrical goods can quickly open the brand awareness. However, he also stressed that "once the brand success, if the threshold of product development is easy to be copied, therefore, the electricity commodity card facing a larger crisis, is how to avoid all the homogenization of competition." If the enterprise is not in the manufacturing and research and development of breakthrough, frankly speaking, then the product's technical content is not high, and how to master research and development itself, more difficult. ”

Note: The famous economist Lang-Ping thinks: The electric dealer has the ability to create China's Zara.

If the essence of oil products in the industry is a rare "blue sea field", then the puppy electrical appliances in the home appliance market, especially the vacuum cleaner such small household electrical appliances segment market, it is recognized as the "Red Sea field." Puppy electrical Such an electrical commodity licensing development, its product positioning bias in high-end, and even product prices significantly higher than many hundred years brand and domestic well-known brands. The reason, "quality", has always been the puppy electrical appliances tireless pursuit of product design core. In addition, online flexible production and personalized customization also provides a certain opportunity for its development.

Avoid homogeneity, especially the important way to avoid the price competition, is to optimize the whole industry chain, "after optimization, the enterprise will get product quality assurance, and through the consumer's word-of-mouth effect to lay the brand." If you do not optimize the industrial chain, products prone to defects, will directly affect product quality and brand. "Lang salty flat worry is, once has the huge capital superiority traditional appliance enterprise to do with the electricity commodity card same thing, then 3-5 years after the electricity commodity card winning point is what?" "The competition pattern of the electric commodity card should be higher, and it is very clear to understand the dilemma of the traditional enterprise with strong comprehensive strength, such as the problem of overcapacity." Of course, if the enterprise can not do the enemy and the steady, once aggressive expansion of capacity, may be the advantage of the moment into a dilemma. Therefore, the industrial chain of the electric business enterprise not only wants to optimize, the industry plan is clear equally important. ”

At the same time, the rapid development of electrical commodity licensing, often by the community of the low end of the market to query the low-end products accumulated small brands. Lang-ping analysis of the economy and consumption structure of the whole society, "in the next 1, 2 years, high-end and luxury consumption will be shrinking trend, and midrange consumption as early as 2 years ago has seen a sharp decline." Low-end consumption has been more and more consumer recognition, this does not mean that the product quality is poor discount, but through the integration of the industrial chain of Low-cost, Low-cost, high-quality experience of products, this market demand more personalized and customized. Compared with several items that can be sold for a few years, low-end markets are more likely to meet the customization needs of consumers. ”

In this respect, long-term observation and rooted in the electrical business Group Taobao Beijing Chamber of Commerce Secretary-General, Liaojiangtao, chairman of the network business power, also believes that "the rapid development of E-commerce market, will be a huge range of personalized, customized niche needs, converging for the" giant market ", so that the traditional enterprises can not complete the different categories, styles of minority demand products, To a wide range of sales, and the traditional sense of customization brought about by the enormous cost of pressure to eliminate. ”

"In this respect, the popular world-wide traditional chain clothing brand Zara's successful experience, it is worth including Han clothing house, such as electrical goods brand learning." "Lang-Ping said:" Zara will never use the bulk of goods to meet the needs of all consumers, customized, personalized, best-selling products reverse low production, bringing the "scale is not economic" phenomenon, but also let hunger marketing for Zara brought a stable source. And, Zara's market response speed is very fast, can only use 12 days to complete the development of new products, production and global goods, excellent market reaction speed is the advantages of the electric business enterprises. ”

The excellent market reaction speed has shaped the more and more in-depth participation mode between the consumer and the electric business enterprise, which makes the communication between the consumer and the electric business enterprise more comprehensive. "It is unprecedented to maintain a long-term, permanent, direct, and data-full contact between the Liaojiangtao and consumers," said the company. "More effective understanding of the consumer needs to accumulate the process, and in this process, the actual reduction of customer access to the cost, so that seemingly weak electric business enterprises with large-scale traditional enterprises a higher."