Business is difficult to do the brand self-built electric business platform

When online shopping has become a habit, the brand has become a must since the website of the electric dealer.

in order to compete for the network channel discourse right, more and more brand merchants have invested in the channel of building electric power, hope to get rid of the dependence on traditional channel, realize the fusion of line and line. However, brand manufacturers from the establishment of electric power channels, is described as "ice fire twofold Day": some brands through the establishment of electric power channels, the realization of the line under the complementary, a significant increase in business coverage, business performance is booming, and more brands of their own electric power channels, is still only a device, and did not bring substantial improvements to their business.

E-commerce experts pointed out that large brands or personalized prominent brands, since the establishment of electric power channels is the general trend, but the small and medium-sized brands and their own electricity channels, than to the third party online mall. Even the large brands from the establishment of electric power channels, but also need to overcome the click-through, logistics, profit three major bottlenecks.

Nanfang Daily reporter Tian Zhiming

from the establishment of the official website of the electric business trend

that gree in order to get rid of the reliance on Gome Suning, invested heavily in their own channels. Now, in the field of electric business, more brands began to imitate Gree, began to build electricity business channels. Among them, 3 C, clothing, luxury goods and so on become the brand from the main channel of the electricity business.

Japanese clothing brand Uniqlo a few years ago the entity shop has not yet opened to Guangzhou, but its official website of the electric business function is very prominent, attracted a large number of consumers have been online procurement. Uniqlo has become a typical example of the development of E-commerce in apparel brand enterprises. Since then, Uniqlo entity store landed in Guangzhou market, attracted a large number of loyal customer stores to try to wear, online under a single, line online under the complement. Uniqlo's success has attracted many garment manufacturers to follow suit.

a Amoy Network director Light Snow pointed out that in the online shopping trend, E-commerce has become a standard brand manufacturers. At present, the major manufacturers of the main mode of electrical business has three kinds: from the construction of online shopping malls, in the days of cats, Taobao and other third-party platforms operating online shop, the goods to Jingdong, when the website agent sales. Many brands choose one of these models, there are many enterprises in several models are trying.

in the electronic commerce expert Bo View, the brand merchant from builds the electric commerce channel, on the one hand can promote the entity business, reduces to the offline channel dependence, on the one hand also is the brand display window. Dell Mall relevant responsible person in the interview with this reporter said, network consumption is the general trend, including Dell, more and more brand enterprises, are in the E-commerce channel to invest more resources and energy, hope to occupy more market share in the net purchase.

brand business and electrical business contradictions upgrade

brand business and electrical business contradictions upgrade

However, at the same time as the brand manufacturers vigorously from the establishment of electric power channels, the brand and the third party platform of the contradictions are also escalating. This contradiction, it is the traditional channel contradictions of the online version.

Shortly before

, the luxury brand Swarovski said it did not authorize any website to sell Swarovski products in the Chinese region, nor did it guarantee online purchases. For brand-name business, Jingdong Mall responded that its sales of Swarovski brand products are from legitimate, formal channels, complete formalities and have formal invoices, and said that its suppliers in the legal scope will be solely responsible for after-sales service.

The contradiction between

Swarovski and Jingdong Mall is a microcosm of the contradictions between the many brands and the third party electric business platform. The World Luxury Association reported on the day of the 3 15 International Consumer protection Day that none of the 38 international luxury brands authorized any Internet site in China to sell its products. This dispute, makes the consumer to the third party electric business platform sells the luxury brand whether is the authentic product to question, the trust degree has dropped greatly, and has affected the related brand image.

, the head of a luxury website, told reporters that the luxury brands and the domestic Third-party electric platform "rivalry", the purpose behind it is to hope that their own in the Chinese market to establish their own electrical business channels. "China's luxury market is too attractive, and overseas luxury brands don't want to lose control of their online channels," he said. ”

the same story, happened to many 3C brand manufacturers. Haier, the United States, Hefei Sanyo, and other well-known home appliances brands have established their own electric business channels, independent operation, the purpose is to master the right to speak online channels.

It looks beautiful

It looks beautiful

from the establishment of electric power channels, on the one hand can promote business, on the one hand can display image, is more than one, "looks very beautiful." But, looks very beautiful behind, the brand manufacturer builds the electric business channel, but faces many difficulties and the challenge.

Gu Tangmin, an analyst in E-commerce, said electric business channel is not simple to build a Web site, the need for strong logistics, service capacity support, not all brands are suitable for the establishment of electric power channels, only those products belonging to the mass sales of large brands, as well as the emphasis on personalized brand, since the establishment of electric power channels easy to achieve success. "Now a lot of small and medium-sized brands from the establishment of the Electricity business official website, in addition to the simple product display function, there is no business function." Even if consumers want to buy, it is difficult to obtain a difficult consumption experience. ”

well-known electrical business experts, Shenzhen Tan Ren Information Group Chairman Tan Ren last year in the interview with our correspondent pointed out that China's e-commerce has been from the basic network, platform, tool building, the accumulation of popularity, into the scale of the application phase. Who first applies, who benefits first. With brand, capital, talent and channel advantages of giant enterprises once fully to the network, the opportunity window of SMEs slowly turned off. Today, Tan Ren's judgment has been confirmed, under the impact of large brands of electric business, small and medium-sized brand of the total contraction of the electrical quotient.

, a Guangdong Zhongshan shoe companies in charge told reporters, early last year, the company also began to build electricity from the channel, put a lot of money and manpower, but a year down, through their own company's official website to sell products, but also a small agent in Taobao store sales. "Put millions of of the cost, a year's revenue less than 1 million, had to give up, ready to Taobao Mall on this third-party platform to open an online shop." ”

three major bottlenecks to be solved

for brands, since the establishment of electric power channels, in addition to the IT system input, there are three major bottlenecks to overcome, it is possible to gain a firm foothold in the field of electrical business.

's biggest problem is logistics. In these two years, our country net buys the market to enter the high speed development period, but the logistics ability cannot keep up with the contradiction has already highlighted. In order to solve the logistics bottleneck, Jingdong, Taobao and other electric giants in the logistics investment are tens of billions of yuan level. For brand-makers, if their own strength is not enough, it is difficult to have enough investment in this area.

Haier Group is the earliest to enter E-commerce brand Enterprises, Haier Mall's competitiveness and independent electric business platform is comparable. Like Jingdong Mall, Haier Shopping Center is also committed to "up to 24 hours", consumers in the online mall after a single, within 24 hours to enjoy the set door-to-door, commissioning installation in one-stop service, satisfied with the payment. "Haier is able to such a commitment, because Haier's offline channels developed, and logistics and distribution capacity is strong." Few companies in China have the strength. "Tangmin points out.

The second bottleneck is the popularity of the website is not enough, in the short term it is difficult to attract enough hits. "The prerequisite for online shopping is to have enough traffic, no flow guarantee, there is no business function." How to attract traffic is a big problem for brand enterprises to build their own electric business channels. Tangmin stressed. Amoy Nets launched the "one Account Pass" service, is a Amoy network flow-oriented brand of the company's own official website, to brand business official website to bring huge traffic and user resources. "Since the establishment of Brand official website and Third-party platform cooperation, has become a new trend." "Light snow pointed.

the third bottleneck is profitability. The core purpose of the brand is to drive the business through the electricity business channel and realize the profit finally. But the electric trader wants to realize the profit often needs the longer incubation period, the Jing Dong, Amoy and so on the electricity merchant has done for so many years, is still in the burning money stage, most brand merchant from builds the electric business channel, starts the vigor to be very sufficient, but the time is slightly long can not endure,