Brand and electric quotient are the development ties of each other

The collective power of the electric dealer in the price, let top high rents, high manpower cost but sale is depressed http://www.aliyun.com/zixun/aggregation/7858.html "> traditional retailing quite" rhetoric. The same product, consumers will naturally put the price as a line under the focus of comparison, if the single from this point of view the electricity quotient does occupy the advantage. However, the "low price" of the electricity business will eventually become an unbearable burden. The mutual borrowing of DNA between the electric dealer and the traditional brand is the virtuous way of the development of the two.

Lead direction to reduce risk

Each brand, especially the traditional clothing brand want to do brand transformation, need to grasp the direction of fashion, consumer demand. If the brand is directly under the line to test the water, even if the success is desperate. In fact, online can be a good way to reduce the risk of physical store transformation. A brand new product is easy for consumers to accept, but it is difficult to change the direction of the brand in a short period of time to be recognized. Brand manufacturers can use online shop to do the initial display, to consumers to disclose the transformation of information, to consumers have a subtle impact.

As a brand to sell their products to them, you can provide consumers with a touch point, tell them what color you like, what kind of occasions, like what kind of dressing style.

Brand manufacturers can use the online display to guide consumers to the direction of fashion sense. Many consumers will be based on online display products of the explosion, hot products, etc. from the offline search experience. If the brand is able to first from the line to their own goods to warm up and publicity, in the physical store sales will also be less than twice. The transformation of the brand is very prudent one thing, online display opportunities and detailed interpretation of the product and explanation, can help consumers better understand the brand transformation of the original intention, this also reduces the physical store input costs and risks.

Break Limits increase Feedback

From the production to the sale of goods need to go through the designer, dealer orders, shop long, shop assistants to consumers in the end of many links. In the final sales process, consumers often feedback to the clerk that the information is very superficial, such as the appearance of the product looks good or not. Product design and Sales is one end of the key link, but in fact this link feedback is missing. Consumers and designers do not communicate, offline information feedback is very scarce.

The information space that the electric dealer can provide is much larger than the entity shop. In fact, the brand is more interested in E-commerce or online sales of what they think is right to show to consumers, these things online under the difficult to display in a shop. They get a lot of information about the target consumer groups from the network, according to the personality characteristics of the group, they can provide consumers with comprehensive detailed product design interpretation, which is completely not in the physical store.

Physical store space is very limited, in addition to commodity display and simple design instructions, can no longer accommodate more information. Consumers can only understand the goods from the staff, but the quality of the staff is uneven, it is difficult to design the concept of the designer accurately passed to the consumer. When consumers buy goods, may be attracted by the external packaging of goods, but also may be attracted by the connotation, if there is no external auxiliary interpretation, the connotation of the consumer groups will be lost.

Each other as a link for benign development

The combination of the brand DNA and the electronic quotient DNA is the best way for the two to win the situation. At present, most of the brand's practice is to outsource most of the operational services to a company. In fact, the business should be done by the brand. Because the brand business needs to introduce its own products to consumers, brand manufacturers need to rely on the electronic business information content, low input cost, timely and effective feedback of the advantages, the electrical business also needs the consumer offline real experience to understand the goods. The mutual borrowing of the two can better introduce goods, so that the operation of goods more effective.

In the accurate grasp of consumer demand, brand manufacturers can better their own goods and consumers docking, in fact, this process is the consumer to brand feedback process. The combination of electricity quotient and brand business can provide better development for both, which should be complementary to each other and should not be reduced to vicious price competition.

(collated from the author's speech, the author is an e-commerce expert, Kappa electrical business owner)