Who is the biggest hit by the electric dealer?

Comparing the past ten years with today's business environment, the electricity quotient is undoubtedly a scourge. Whether it is business-to-business, Business-to-consumer, Consumer-to-consumer, O2O, and so on, the electrical business more and more involved in the transaction, and even fully realized the transaction, the whole business face basically changed the pattern and makeup.

Some people as the god of Wealth, for its drums and shout, but after all, this is a small number of electrical business as a new economic form, the traditional economic model is after all with a huge impact. Although history is not allowed to assume, but if the choice of "to the electric or not to the electricity quotient", many of the economic experience did not hesitate to choose the latter, this is because the electricity business impact their expected commercial interests. The electric dealer has hit the entity shop, because everybody chooses the net to buy. Electricity dealers have hit the distribution system because manufacturers can sell things directly on the internet. Electric business also shocks the chain operation, franchise operation, such as a series of business models. But such shocks are short-lived, or not lethal. And the biggest impact on the electricity dealers, I think-is the brand.

The performance of the electric dealer to the brand impact

One of the performance of the brand impact, is almost most of the enterprises in the wave of electricity, has been a smooth transition, the self-employed become a small Taobao sellers, manufacturers or distributors have entered the business shopping mall, manufacturers even played a custom or buy. But the transformation of brand enterprises is difficult. In the past decade, the names of those thunderclap industry-renowned brands, among the electric-business bandwagon, seem to have become less vocal. For example, Haier, Li Ning, Skyworth, Lenovo and so on, and some even in the process of transformation almost died, such as Li Ning. In short, the author wants to express the view is: The more brand enterprises, the more through the brand appeal to achieve sales growth of enterprises, in the transformation of the electricity business, the less dominant and advantageous position.

The impact of the electric dealer on the brand performance of the second, I may wish to think from an academic perspective. In the university business textbooks, in recent years the biggest change in teaching materials is advertising, the entire advertising into a large number of e-commerce and electronic marketing courses, and reduce the "brand" of the concept of the elaboration. There is a lot of advertising has been "brand" this concept, including brand connotation and extension, brand building, brand maintenance, brand promotion and so on. In other words, when E-commerce becomes the necessary teaching content of advertising, "brand" has been less attention and welcome.

The weakening of brand under the trend of electric business

Although this sentence is somewhat arbitrary or unkind, I still have to say that the brand is no longer important or so important under the electricity business. Many people will certainly say: you put!

The root of the brand is the asymmetric information, it can be said that the information asymmetry to generate the concept of the brand. This asymmetric information includes many aspects, such as asymmetric price information, asymmetric production process information, asymmetric emotional information, etc., relying on this kind of information asymmetry, enterprises can deceive and lure consumers, or even bulk of the lure. The reason why we buy a logo is because we think the product is of good quality and we have access to the same quality of goods information, only, so we are willing to pay high prices. But now that we have the electricity quotient, we can casually find the same quality products, and the price is cheaper, certainly willing to pay for the logo less people. This is the weakening of the brand.

When the brand is weakened, the brand enterprise faces many puzzles. such as brand and sales confusion. For example, sang jewelry than similar brands are expensive, after the arrival of the cat, Zhousengshen began to face the difficulties of the electrical business. If you want to increase sales, it is necessary to use the price means, frequent prices for consumers have already purchased a great psychological damage, will seriously damage the Zhousengshen in the hearts of consumers brand status, but also make the product depreciation. If you do not reduce prices, sales do not go, and sales is an important means of brand propaganda. Therefore, Zhousengshen can only use some small skills, the production of small quantities of alienation product layout, in the sales and brand balance between maintenance.

Electric business makes the role of the brand weakening, this truth, from our online shopping, can also be reflected. I believe that very few people in Taobao shopping will be directed at a brand, more in the "popular" "sales" such as the choice of labels. At this time, the impact of the brand on our online shopping behavior has been negligible, more impact is sales, evaluation, channel these factors.

To sum up, the author thought that the electric business, the impact of the "brand" is the biggest, but also the most violent.

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