Chinese Traditional General website performance

In April 2010, Eric consulted with users of China's consumer E-commerce website to evaluate the brand assets of the mainstream web site. The research focuses on the traditional integrated web site of the business market-Dangdang, excellent network and Jingdong Mall; The Red Child mall has entered this key evaluation line for nearly two years in the mother and child market, and Taobao Mall because of the reason of the brand association is also within the scope of this assessment.

The brand equity evaluation system is as follows:

Among them, the user conversion rate using the Ecommerceplus Service Evaluation Tool (hereinafter referred to as Ecplus) monitoring data, but because Taobao Mall and Taobao under a single link can not differentiate, so Taobao Mall user conversion rate is temporarily not the scope of this monitoring.

Dangdang and Taobao Mall overall brand performance outstanding, where the customer prudential products and red children, such as vertical site brand awareness of rapid promotion.

ECPlus2010 February Online monitoring data show that, except Taobao Mall does not monitor the scope, Dangdang's user penetration rate reached 18.3%, in a leading position. According to the 2009-2010 industry research data analysis, Taobao Mall 2009 annual turnover of about 36% of the total market turnover.

In the company of the company, Dangdang, excellent network and Jingdong mall brand cognitive performance is more prominent, brand awareness of the failure to mention a higher rate; among them, Dangdang to 11.1% not prompt first mention rate ranked first.

Taobao brand awareness of the popular, but Taobao Mall in the company's Web site mentions the effect is not ideal.

After the brand hints, Taobao mall's brand awareness of the rise to the first, followed by Dangdang, the Network of Excellence ranked third. Every customer prudential product 2010 years of publicity to make its brand awareness of the rising, red children prompted the total mention rate reached 35.6%.

Taobao Mall, Dangdang, excellent network, Jingdong Mall and the Red Child mall brand reputation, loyalty and recommend the performance of the ideal, which Taobao mall's reputation and loyalty due to Taobao brand Association and ranked first, Dangdang followed; Red Children mall users showed a higher recommendation will, the recommendation rate reached 94.6%.