5 stages of establishing the electrical commodity card

Spokane encountered a dilemma, their early development is very fast, then slowly found that the marketing costs become higher, the price war more and more fierce, so they want to do the brand, so Spokane spent a lot of money please 4 a company for its design new brand concept.

It seemed to me that the effect would not be too great, and that it was. When your inventory backlog and efficiency is not up, you will be heavily reliant on promotions, depending on the cost of clustering and other resources; whether it's a poly or home focus chart, you will find that the cost of marketing is getting higher, and the cost of customer selection is very low, so that the flow rate of conversion is sometimes lower, This time and have to rely on traffic, as the company's most natural choice of the boss must be to find ways to attract customers have a better deal. How to attract? Spend more energy on promotions, choose a better version of the model, copy, shop decoration. But to obtain profits, we have to compress the cost of products, resulting in a decline in the quality of products.

I think that the reason for this situation is that it does not conform to the entire electronic commerce of the ecological development of the law, I will call this Law electric business development Theory of evolution.

The development beyond evolution will eventually go wrong.

A real brand should be able to make no big changes regardless of how the platform rules change. In China, everyone's understanding of the brand has a misunderstanding, always want to put all the energy in with the consumer at first sight, all the marketing costs and creativity stare at first sight, leading to packaging is exquisite, but no internal strength.

Even those so-called traditional brand is also so, keep telling consumers to drink Gado, but consumers do not know in the end is Gado or Wanglaoji, how just drink. This is very different from foreign brands. International well-known brands in fact behind all do a very deep kungfu, it in the marketing can spend so much money because it has been on the strength of the foundation.

Why does Nike continue to advertise? 4A says that if you don't keep exposing, people will kill you. In fact, the essence is not like this, the essence is to tell consumers that I did not stop my innovation, did not stop to provide you with the best service. These ads are targeted at the old users, the real ads hit the new users actually accounted for a few. It earns the money of a few for a lifetime instead of the more people at first sight.

We will find that the promotion of e-commerce to the entire Chinese economy has a very big significance is that all the concepts are all imported. But its commodity circulation, manufacturing industry and processing industry belong to enthusiasm. Abroad, Quality brand 4 A company all the ideas and ideas are based, they have a very sound legal system to protect, in the European Union, quality is not advertising and marketing to reflect, once you are complained, will be punished to let you lose your shirt, but in China is not the case.

Brand building needs to go through 5 stages

I think, an important symbol of the brand is: a real brand should have a high rate of repurchase. And now the so-called Amoy brand, its success often comes from the constant grasp of the rules, the continued investment in marketing. This is not the first and second phase of the development of the electric power trader, which I call the price and the visual power.

I think the first stage of E-commerce development, is the price of electricity dealers. Price dealers at the bottom of the pyramid, this phase will last for a long time, relying on price promotion, more consumers are price-sensitive goods.

The second stage, which is now the most mainstream stage, I call the visual power quotient. And why? If there are two identical designs, a is high-grade fabrics, one is the ordinary fabric, their cost may vary greatly, but you will find that if the same model, two clothes will face the same result-if the good sell all good sell, it is not good to sell.

In this case, the seller has what power must do expensive supply chain and better products? The visual electrical quotient leads to the situation is: The picture does well, the model chooses well, but the commodity must be the low price low quality, the consumer as long as sees this thing to feel good on the impulse sex consumption, Because this stage value is the first time in the flow generated by the transaction conversion rate.

Only the development of a clothing consumers will buy the second time will buy the stage, the seller would be concerned about not using better fabrics, to give customers a better experience. But most of the Low-cost users are pursuing the style, in this case many consumers of clothing quality sense of identification is insufficient, this is a large mass of the market, but it is a red Sea market.

If serious statistics, you will find that in fact many of the girls buy clothes on Taobao a large part of the whole year's spending is still online shopping malls, because Taobao can not buy quality to meet their requirements of goods, they are not price-sensitive.

If this part of the people to the line up, then to the third stage, that is, the quality of the electrical business phase. I think the next one or two annual meeting more and more sellers pay attention not to a conversion rate but two repurchase rate, through the user Word-of-mouth brand publicity. The quality of the electrical business to convey is that its goods are genuine, and in the visual phase of the electrical business, the goods must not be true, the model to convey to consumers is not real things.

Genuine only one sign, that is, our e-commerce to seize the entire commercial retail market, so that consumers under the single take the quality of goods and counters to get the same.

In fact, for many sellers, although this part of the population is not as good as the price of electricity and visual power of the times, but it is really the purchasing power of consumers, once the purchase, its purchasing power is sustained.

This stage of the occurrence of the symbol is a lot of very good products quickly rise, but not by means of marketing innovation, can also do a very high rate of repurchase.

The fourth phase, when the quality of the electrical quotient more and more, each category can provide no less than the quality below the line, at this time personalized demand came, in fact this very close to Zeng said C2b, small and beautiful, can subdivide the personalized market through, produce very large aggregation of power, the intermediary distribution and inventory of distributors will be reduced, The efficiency of the entire manufacturing and retailing industry has improved.

And this time, it is very close to the stage of the rise of the brand electric dealer. Brand Electric dealer is to cover all content, those big brands do the marketing is very creative, can meet the consumer, because it is more than other competitors understand consumers, it said the words must be more consumer heart, and then its quality must be more secure, the price must be attractive, all-round have been promoted.

The 5 stages of the development of the electric business means that once the law of evolution is not followed, there will be problems. For example, some novel gadgets, to fight the creativity and low price, is the price of electricity and personality of the electrical quotient of the graft. You will find that it can get up quickly, but it is difficult to continue, it is easy to copy, because its users do not settle down, no loyalty, transfer costs are very low.

Platform has not yet established rules for brand growth

Now Taobao, Pat and other platforms have not really set up a suitable quality electrical business development of a very ideal survival environment, now the rules of the game or let the seller at the level of the price of electricity to play, leading consumers to Amoy a thing the cost is very high. And those who really want to focus on the quality of the sellers, survival is very difficult.

Because they want to guarantee the profit margin, the price must be higher than the average, the price of a high, trading volume on the Do not go, exposure is small, the number of people-oriented. Taobao currently has no integrated marketing or precision marketing tools for buyers, in this case, the general drainage method must be targeted at the public, the pursuit of quality of the seller is very not cost-effective, which led to a vicious circle, the more so, the quality of the supplier of the more difficult to be found by consumers, And the wrong judgment is established, that do not do high-end business, the market is very small.

In this case, in the quality of the electricity business before the formation of Taobao, or sellers, began to talk about the concept of the brand, in fact, is beyond the stage, abruptly put forward the concept of grafting to the vision of the electrical business stage. Therefore, the so-called brand is nothing more than promotional based on the company's brand awareness and coverage, its core is not to increase brand loyalty.

I think many third-party platforms, including Taobao, have brought the electric quotient into an erroneous zone, there have been a lot of electric dealers in the suffering, they found that a brand of slogan, changed the logo, please a new spokesperson, redefine the brand personality is not effective, spell but those prices.

And now the consumer is Man me for fish, they see what is Taobao decision, search categories and activities are money and strategic objectives, in this case the cat to do the traditional brand, Taobao do famous street, no index parameters and quality linked, quality in the end who to evaluate, evaluation rules is what, These are urgently needed to be established.

In other words, sellers in this game is difficult to do quality, and Internet e-commerce can do and the most should do is, to have this quality business benefits to enlarge.

I think, Taobao is now the core problem is that the price of electricity dealers have been outdated, visual electrical business has been very rich, the future direction of development is the quality of electricity, rules, store evaluation system, to convey to consumers of information, must add to the quality of the evaluation elements of the electrical quotient, these elements in the Taobao system, reflected in the store file, Commodity to have the quality of the evaluation elements, not only cost-effective, and search rules, the platform to find ways to bring those who focus on quality, this is not a thing to do, this is the need for platform and business together to do.

Now Taobao has not fully understood the law, but the senior has to think about this. In this case, the systematic theory of the evolution of E-commerce pyramid model, both the PAT or Jingdong is also applicable, but each platform focused on different directions. As a businessman, you should think about which stage of evolution you are in and which direction to go in the future. Not everyone must do the brand, if you support the final brand of the following four stages do not have to talk about the brand, marketing level can be said, but the strategy must not think so.

Electric dealer is the mirror of testing brand

In addition to the five phase of the development of the pyramid, there is a main line throughout the electrical quotient pyramid from the top end to the bottom end, we call it the efficiency of the electricity quotient. This line measures the electrical quotient to do well or not in each stage, for example uses the data system, the CRM, or to the platform rule grasps, can achieve the highest efficiency.

Gxg was the one who started out with efficiency. There are a group of emerging, crazy to absorb the knowledge of Taobao, participate in various training of electric businessmen, they can do a quick overtime to strengthen the charge, the through train all the rules to make clear, to ensure that any one link efficiency is the highest.

If the seller is staring at the bottom of the pyramid, staring at the base of that part of the crowd, then do the electrical business only a road, that is, the efficiency of the electricity quotient, so now all the training institutions, Taobao University, only around one thing, is the efficiency of the electricity quotient. But for real business, if you become a character like that, you will find yourself on the go, especially insecure.

From this point of view, E-commerce is the face of mirror, is not the real brand, to get the electricity business there a light to know. Online, you can get the largest flow of people, the salesperson training is very good, so that consumers have a one-time impulse consumption. This is because the business district produces natural flow, is not a brand. Quality electrical business and traditional brands are not equal.

Taobao, the cat naked the Chinese business of the fig leaf removed, the past brand ads are all at first sight type, by advertising bombing of the users, itself does not exist repurchase rate, margin high enough to win new customers. But the electric business is not the same, the ultimate big brand, the enterprise is through the repurchase rate to obtain survival.

The real brand has an important feature, that is, the reliance on the platform rules is reduced, will build their own consumer community. So I think, the reason why Amoy brand "out Amoy" failure, is because the real brand has not yet been established, the real brand is brand to customer, is a brand for their loyal consumer service community, providing consumer care, CRM and value-added services.

In the present circumstances, I think that those who endure loneliness, can withstand the temptation, and survive the business, will eventually have the opportunity to develop into a real brand of electric business. It may have some general characteristics, such as gross margin must be higher than the average level, the degree of dependence on marketing is low, but it must withstand the test of quality.