Believe in the power of the network: two startups start from "new"

Throughout the development of Chinese brands, "century brand" is basically still in the corporate vision of the level. With the opening of the reform and opening-up of the first wave of brand, is a private enterprise impact of state-owned enterprises, emerging brands hit the brand of Chinese brands. But the brand of the first brand wave rising with the brand Aging and network brand development, is now encountering the "second brand wave" impact.

Based on the development of Internet new economy, the Internet is reshaping consumption patterns, the consumption structure continues to escalate, the new human will become the main consumption. At the same time, the rapid response of e-commerce, cost-effective, rich choice, consumer direct participation and other advantages, the second brand wave is emerging.

According to CNNIC released the 29th China Internet Development Statistics report shows that 2011 China's online shopping users reached 194 million, the network to increase the use rate of 37.8%. and online shopping groups to 18 years old to 35 years old, the majority of young consumers. With the development of e-commerce, China's economy entered a new economic era, the new economy era for the second brand wave provides a good market opportunity.

Network New Economy: Reshaping consumption pattern

The internet has become increasingly pervasive in all areas and has begun to change people's lives, work and learning. Since 2005, blog, Social Network (SNS), Weibo and other Web2.0 applications in China has been large-scale development, almost every netizen can create and disseminate content, and choose their own hope of information. At the same time, the structure of the Internet has shifted to instant and interactive, and these changes have greatly facilitated the personalization of information production and consumption.

With the personalized information production and consumption, E-commerce will usher in a huge amount of personalized consumption wave. In this wave behind the tide, the first is the emergence of the Internet to buy consumers, a huge number of online consumers have a huge amount of personalized consumer demand. Next is a mass of goods. The number of goods on the internet has reached billions of. Taobao, for example, has more than 600 million online items, and 10 million new pieces a day. The variety and quantity of goods is more and more, which provides a very rich choice for consumers. Finally, support the massive personalized consumption platform continues to grow. Many E-commerce services platform to a very low cost, will be a large number of personalized requirements, will be a huge collection of goods and services, and through the search technology, social media, etc., will be discrete demand and goods and services to match and docking, so that a large number of personalized consumption possible.

E-commerce can effectively reduce the cost of satisfying the huge personalized demand through the open platform, customer self-service and so on, and can form the large-scale individuality demand through the search engine, the word-of-mouth dissemination and so on.

New channel of electric business: promoting consumption structure upgrade

The consumption upgrade is defined as the upgrading of the consumption structure and the upgrading of the level. Since the reform and opening-up, China has experienced three consumption escalation, which has played a great role in promoting economic growth.

The first consumption upgrade appeared at the beginning of the reform and opening-up. At this time, food consumption declined, light industrial products consumption rose. This transformation to China's light industry, textile products produced a strong pull, led to the rapid development of related industries, promoting the first round of economic growth.

The second consumption escalation occurred from the late 1980s to the late 90. With the further development of the economy, the rapid growth of household electrical appliances consumption, consumer durables to high-grade direction of development, the electronics, steel, machinery manufacturing industries have produced a strong driving force, led the second round of economic growth.

The third shift in consumer upgrading is driving the growth of related industries. In this process, the fastest growth in education, entertainment, culture, transportation, communications, health care, housing, tourism and other aspects of consumption, especially with personalized demand to meet the relevant industries in this round of upgrades will usher in a greater consumption boom.

Looking back over the past 30 years, people still remember: the 80 generation of young people in the pursuit of the hardware is "old three"-Bicycles, watch, radio; The 80 's pursuit of hardware is "new three"-refrigerators, televisions, washing machines, 90 's pursuit of "fine three"-air-conditioning, computer, DVD; by 21st century, Popular elements more diversified personalized, in addition to rooms, cars, from European-style furniture, home theater to honeymoon travel, full of tricks.

E-commerce as a new channel, such as to meet the personalized needs of consumers to provide a good platform, but also through the network of "long Tail effect" to aggregate personalized demand for enterprises to form a scale market. Therefore, the new channel of electric business is bound to further promote and service a new round of consumption upgrades.

Digital new Marketing: Unlimited creative communication

With the development of the new media, especially the network media, the mass information storage space of the network media provides the mass of searchable information for the audience, which provides a great convenience for the audience to satisfy the individualized information demand. Therefore, how to "highlight" the mass of information, focusing on the attention of the audience has become the focus of marketing communication activities under the network background.

In the network era of media expansion, information explosion and the serious scarcity of audience attention, the integrated marketing communication is developing in the direction of network integrated marketing communication. The so-called network integration Marketing communication is to brand core value as the core, brand strategy-oriented, line under the combination of consumers at each point of contact to carry out brand communication, the formation of multi-dimensional media marketing communication system, through the network integration platform to aggregate marketing communication effects and in-depth interpretation of marketing communication information. In the network integration Marketing communication system, the traditional mass media and the life track type new media (divide the media, the mobile television) and so on is the integrated marketing dissemination port, the network platform is the network integration Marketing communication integration platform.

In the new media environment, the network began as a link of enterprise marketing Communication behavior, integrated enterprise's brand marketing communication process. Through market segmentation and segmentation of market segments to realize the brand information widely informed, on the basis of the network platform to "fragmented" of the market aggregation, to achieve the integration of corporate marketing communications activities.

Therefore, with the maturity and development of the network, the influence of network economy will gradually permeate every link of social economy, and put forward the strong challenge to the traditional enterprise mode of production, organization form, management mode, business strategy, trade channel and marketing concept. If enterprises want to win the initiative of market competition, it is necessary to establish a fast, mobile, flexible and efficient production organization system and management system which is suitable for network time economy on the basis of the trend of marketing environment and consumers ' insight.