Analysis on the brand model of electronic commerce for manufacturers to participate directly

Yesterday in the micro-blog said a point of view, "manufacturers directly involved in the business trend of E-commerce," attracted hundreds of industry people to reprint comments, it seems that we are very interested in this topic. We have always said: The essence of the Internet is a tool for traditional business to enhance communication and operational efficiency tools for traditional commercial channels to achieve information flat tools. With the increase of foreign trade pressure, more and more coastal manufacturers in e-commerce and information technology gradually awakened, more and more manufacturers will directly participate in E-commerce, more and more manufacturers of brand awareness highlighted.

First, the manufacturer directly participates in the electronic commerce, beforehand has 3 points need to explain:

1, at present, not all industries are suitable for "manufacturers directly involved in E-commerce" to domestic trade-oriented consumer goods industry enterprises can try to produce products in many integrated platform (such as Cat, Jingdong) has been selling products.

2, at present, not all factories are suitable for "manufacturers directly involved in E-commerce", the leadership of a certain brand awareness, forward-looking thinking is gradually trying to layout online marketing channels, and will occupy the industry competitive advantage first. 3, "manufacturers directly involved in E-commerce" is not directly within the factory to set up a department can be, but the first line to set up a separate design operations headquarters, overall management of three pieces of content: Brand planning, product design, E-commerce Channel management.

Second, the manufacturer directly participates in the electronic commerce, has at least several advantages:

1, direct-oriented to the terminal, fast access to user feedback. Through customer service team to contact users directly, to understand the user needs of style, color, function and other characteristics, thus speeding up product design innovation speed, leading opponents.

2, polymerization talent advantage, optimize product development. The marketing center will be set up in the first-line big city, will converge the outstanding talented person in the big city, simultaneously broadens the original factory management personnel vision, in the market cooperation, the brand operation and so on will form the superiority.

3, strengthen the brand, in the sale of precipitation brand assets. Factory for a long time lack of brand awareness, a large number of foundry or OEM each year, but did not precipitate its own brand assets, many factories began to wake up to the market front.

4, strengthen the electric business channel control, standardize the market management. Professional departments to co-ordinate the management of the entire network of electric dealers, is conducive to combating counterfeit, eliminate price confusion dealers kill each other.

Third, the manufacturer directly participates in the electronic Commerce pattern Simple analysis:

Please look at the drawings, the left one is the production work, when the brand to form an advantage, in the preservation of their own factories, you can set up in the Greater China area of the OEM factory, set up regional distribution center, further improve efficiency. The other is offline sales channels, how to use the traditional agents of the offline advantage of online interaction, at least not to combat the enthusiasm of traditional dealers, will require a certain strategy skills, wind will be another author to explain. Here focus on the right two major departments:

1, Brand Planning Center:

Brand planning is a lot of professional concepts, many foreign brands after entering China, have been a large number of 4 a company surrounded by a variety of brand planning proposals, because foreign brands have enough money, and most do is the brand maintenance work. Now these potential shares of the factory to come out, but also need to really by the strength of professional firms to build brands. Many factories sell billions of a year, is not a brand, how to tap the brand story, the psychological needs of users to elaborate brand highlights, and how to further continue to spread, this is also a long-term work, here only to say a few basic:

1 First, the company's official website to build a good, here to display the brand connotation, brand story, the brand behind the quality of commitment, psychological feeling, circle layer culture, etc. at the same time, packaged products here, corporate website as a product display, not to do E-commerce main channel, the main channel in all types of integrated

2 user interaction Community, and further, enterprises can set up user community, here can only through the Enterprise Micro Bo, enterprise IM Group, etc., through here directly to understand the voice of users, at the same time to do a good job of customer service, brand loyalty to upgrade.

2, electric Business Channel Operation Center:

The production enterprise directly participates in the electricity commodity card, does not make a company oneself the website, more is through the existing mature brand, more contacts those traditional dealers cannot reach the channel, the region, passes the line to occupy the online channel than the competitor first.

1, large-scale integrated electric business platform; For example, the cat, Jingdong, shop 1th, when, Amazon and so on. Pay a certain 1~5 million margin and thousands of Yuan platform use fee, you can enter the mature mall, the establishment of professional operations team (the initial can be entrusted with the operation of outsourcing) for day-to-day promotional management.

2), the vertical field of large sellers, online agents, such as in the industry category in the face of Top20 Taobao Crown shop, cat franchise stores, can direct measures to give preferential incentives to form brand exposure, and then gradually shrink preferential policies.

Specific in the operation of very much detail exquisite, have the time in one by one elaborated.