Electric business "Promotion", change the role of positioning how to use a good shopping guide?

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

E-commerce saves customers and enterprises time and space, greatly improve the efficiency of the transaction, but the network information redundancy, the single business promotion method of enterprise is also make each shopping become more and more tangled. From the perspective of consumer interests, the combination of traditional promotion and shopping guide service can reduce the cost of information screening and enhance the competitiveness of electric enterprises.

The essential demand of consumer's benefit

Online, when a consumer opens any shopping site, the sales promotion is almost exactly the same, roughly for the following four kinds: One is a discount, such as "the season big clearance 10 percent, 50 percent caps", "Autumn and winter new 50 percent attacks"; second, the full reduction, such as "all primary and secondary school textbooks full 100 minus 25", "anniversary full 299 minus 30 "," Car safety seat 999 minus 300 "; Three is limited-time Rob, such as" excellent Z-second kill "," Jing Dong take Treasure Island "," When today's flash price ", four lottery, such as" to participate in turntable activities can be full discount coupons. " Online, most of the channels adopted by the electric operators are basically two kinds: sms + Mail prompts.

It should be said that these strategies have, to some extent, stimulated consumers ' desire for shopping, let a lot of customers inexplicably impulsive, in some specific period even for the electricity business brought rolling money, "Taobao Singles Day sales up to 35 billion yuan", "where the day of the charge of the clothing sales of nearly 30,000 pieces, sales reached nearly 8 million yuan "It is true that these figures are boiling, but think about how few businesses can do that?"

Statistics of the classical data distribution--normal distribution tells us that the fate of the vast majority of enterprises in the middle level, after all, the scenery is a minority, homogeneous means of competition will only make the profit of enterprises more and more narrow, the industry's living environment will be increasingly bad. In addition, when all enterprises adopt the same or highly similar promotional strategies, consumers will not feel numb, confused, and even began to suspect that the business of the act is pure? (for example, businesses to increase the original price of goods and then discount, will be expired or unpacked goods out of the limit of the rush to buy, etc.)

Therefore, how to break through the traditional mode of marketing means, to avoid such a vicious circle, so that promotional activities targeted will become more and more electric enterprises must carefully consider the issue.

As we all know, products have to have a market, must have value, in the marketing theory of value has a formula, it is equal to the interests of customers divided by the cost of the customer to pay. And the cost can be roughly divided into five big chunks: time, energy, physical strength, price and risk cost. If you compare the total cost of a customer to an iceberg, then the price floats on the water, sinking under the water is the other four types of costs, listed above the most commonly used by the electric dealers of the four types of promotional means is the essence of direct or indirect price reduction, because they believe that customers buy goods when the price is its primary concern, ignoring the price under a large --time, strength, energy and risk costs, and prices in the cost of the iceberg in the proportion is very small; in fact, not all consumers are so concerned about prices, even if we buy high frequency of FMCG, the reason consumers do not want to pay higher prices for goods, the real reason is often not the product itself quality problems, It is not the sales people do not work hard, but many enterprises do not carry out effective value transfer and communication, at the value level has lost to competitors. Don't you see those strong brand products which is based on price wars, promotional battles to win today's status, and which one is not high, sales bad? So the idea of going beyond the price war is below the iceberg and not above the iceberg.

The quality of shopping guide determines the competitive pattern

When the consumer in the shopping site to see that constant impact on the eyeball discount, buy gifts, full reduction activities, you can search through a number of comparison network to the same type, the same specifications of the lowest price of goods, inquiries such activities real concessions. But what is the object of comparison? At present, consumers commonly used means to view the sales of goods, comments and Word-of-mouth, popularity, to Baidu know or to post on the forum, and even to the physical shop to do detailed understanding and then online purchase. These means to a certain extent is effective, but there are a few common drawbacks: first, information fragmented system, from a variety of sources of information can only be reflected from a certain level of product quality, recognition degree; second, the information is mixed, authenticity suspicious, the existence of network navy and a lot of website policy ( Encouraging consumers to make positive evaluation of products to obtain points and coupons is to enhance the difficulty of information screening; third, the lag of information, such as online questioning; four is the increase of time and energy cost, the vast information let consumers feel dazed, tangled; Five is for the consumer's own situation of poor matching, online sales good, The high evaluation does not necessarily suit the characteristics of the individual, obviously these drawbacks increase the cost of consumer purchase without exception.

In view of the above drawbacks, the electric business enterprise can by virtue of its own resources to develop a professional, systematic shopping guide services to customers tailored to recommend goods, reduce the cost of purchasing (time, energy, risk costs), but also to avoid the whirlpool of promotional warfare.

First of all, need to change the role of shopping guide.

Consumers in the purchase of goods, often think that the shopping guide is through the rhetoric to sell goods to obtain more manufacturers sales commission, rather than stand in the interests of consumers to consider the point of view. Consultants are independent of buyers and sellers of third parties, consumers will feel relieved, and consultants in their own field of professionalism will also allow consumers to generate trust. From this I think that shopping guide services to obtain the trust of consumers, it must be truly independent of the sale of goods, turned into a consumer of intimate advisers, that is, "guide and not buy." As a result, the electric dealer may establish the independent website, and their own network to buy the platform separated, this can imitate the design pattern of watercress, mainly for consumers to provide quality information, low-key place to buy the link, and the site should be "clean"-all the embedded ads, pop-up ads, such as reprehensible removed.

The interface design is modular and systematic. Web site can be the traditional design features, just above for the site name, the site classified merchandise navigation, the left side for category labels, the middle part for each category of hot goods information, on the right can be placed users of the comments, activity labels and a specific period of a single product sales ranking information. This is in line with the customer's browsing habits, but also to make the interface become concise and clear.

When the customer clicks on any category label, open the Level two link, where the website designer needs to design different filter conditions for different categories of goods and customers. For example, for air-conditioning, product screening conditions can be designed as price range, brand, energy consumption, work style, number of customers, customer ratings, etc. the customer constraint screening conditions can be designed as room area, the number of air-conditioning, the number of units, service life, brand, maintenance and so on. When a customer makes a choice, the backend software automatically displays the product that meets the criteria and the best product for the smart recommendation.

At the same time, each product is accompanied by a consumer rating and expert ratings, attached to the product installation, use, maintenance considerations, under the merchandise attached to the product of the relevant web site. For example, when a customer clicks on a consumer rating or an expert rating, open a level three link where customers can view all consumer comments and the overall rating of the item's parameters (this can be shown by simple charts or data), or you can browse the expert's comments on the product (including advantages and disadvantages). In this way, the vast amount of information through quantitative statistical analysis and qualitative consumer Word-of-mouth review, expert recommendations instantly displayed in the eyes of customers, greatly enhance the shopping guide behavior specialization and systematization, but also save the customer's time and energy costs.

Website content diversity and personalization. As mentioned earlier, the right side of the homepage of the website can be embedded in the latest promotional activity information of large and medium-sized online mall, save money for customers, but also can be placed online users of the essence of the product comments and use of experience to remind customers of the possible installation, use or the quality of the commodity itself risk, but also with customers to share the unique value of goods; Quarterly, monthly commodity categories and major brands of sales rankings, popularity rankings, comment number ranking, to provide customers with macro decision-making direction, of course, can also add consumer search hot merchandise labels, for customers to mark the trend of consumption, the site on the right to add major brand new list, it can attract some avantgarde customers eyeball. Finally in the top right corner of the site or the upper left corner can be set up login, registration button, reminding consumers to register, once the consumer registration, enter the personal page, in addition to access to all the information on the home page, but also by the software automatically track the customer's previous browsing information, To intelligently display related products and consumer records of other consumers who buy the product.

Secondly, the pricing strategy is recessive. At this stage, the direct charging to consumers may be difficult in the Chinese market, because the vast majority of online shopping is a convenience and purchase goods, prices in the low level, while consumers can obtain a large number of free information on the Internet, the value of shopping guide services can not be fully recognized for a short time. So I think the source of income can be through with the peer or upstream suppliers, each time there is a user through the link online to enter when, excellent, Jing Dong such a large online shopping mall, the two sides on the basis of the agreed proportion of profit.

Third, diversification of promotional strategies. can use their own shopping website to promote, while television, other search engines, film portals, mail, chat software can also be considered the spread of the platform, of course, with the business related to the hot events and media hype often more can achieve the effect of four or two dials.

In general, the homogenization of such a tangible product, Shanzhai, information redundancy, promotional means single era, for the electric business enterprise, enhance the proportion of shopping guide services, quality and efficiency, in the short term is to increase the operating costs of enterprises, but can make up for the short-term effect of marketing promotion, restore the real needs of consumers, greatly enhance the value of the product. In the near future, the quality of Shopping guide service will help enterprises in the fierce competition to kill a blue sea, rewriting the competition pattern of the industry.