Electric Business actual person answer "electric business marketing 12 Ask"

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

"I World Network business note" What is the online brand? How to better manage the online brand? What is the position of marketing in the brand of electric business? The author from the marketing point of view, visited the online brand management process of some experience and lessons, we can from the brand angle to listen to the real voice of the actual person.

Wen/Xu Renyi

Q1 What is an online brand?

We can put all the brands that are operating on the Internet, collectively referred to as "online brand", this is a call to the electrical business, but some were born on the line, some from the offline transition. On the line to circumvent the cumbersome regional channels, and is forming more pure electricity commodity cards, this is a first positioning, or after the transformation of the problem.

What conditions do Q2 have to better manage online brands?

Narrowly speaking, rich people are the best conditions;

Broadly speaking, business depends more on the environment and time, and there is a prerequisite for how long you want to do this brand.

Long and short lines are two completely different target dimensions, and if you think all the answers are long, then I don't think we're talking about one thing. Online marketing is also marketing, it is still based on good product design, product quality, as well as marketing. Some say service is also, but the rigid elements must come from the product, followed by the rest of those. Marketing can only determine the inherent basis of the product, the market how to accept it, service is Word-of-mouth.

How does Q3 perceive the importance of marketing?

For example, some brands are clearly positioned to know who they are facing,

So in the face of one or more groups, marketing is a bit like "work weakness" meaning.

What users want, never take the initiative to tell you, this requires marketers to design their own way.

Marketing in some cases, is to compensate for the role of product weaknesses, marketing is also to better packaging more common products to add other value, marketing is to let consumers quickly accept the brand's only channel.

I would also like to add that marketing is not simply to do the implementation, but to drive,

Marketing can drive the improvement of the product, can drive the user's demand, even shorten the commodity circulation link.

Without marketing, it is best not to talk about the operation of the electric business, which is the most different from the retail side of the line.

What is the most effective electric quotient strategy for Q4?

In line with your brand positioning, product positioning, crowd positioning.

If you always rely on the price, such a brand can not be long-term operation;

If you always rely on traffic, then you solve the problem is the real exposure problem, which is more biased to market strategy.

I think the strategy should be divided into two regional planning, the first is within the brand, the second is in the operating channel,

Brand internal to solve the idea of unity between functions, to avoid everyone in the stubborn to do their own,

Business channels are also very important, there is no channel of marketing methods have characteristics, to care for the channel user habits.

Some channel search application is relatively frequent, this has to solve the problem of search results,

Some channel advertising is more effective, you have to fight for more good position, and make good vision.

Of course, there is also an issue that cannot be overlooked by your competitors.

The concept of strategy itself is not a landing object, it is more like a guideline.

If the long-term goal can be reasonably decomposed, the strategy will become more targeted.

How does Q5 form the brand tone?

Brand tone, we can understand it as a brand culture.

Ten dollars of merchandise can have, a piece of money can also have.

The concept of culture is too broad, in fact more is a kind of commodity spiritual wealth,

This kind of wealth is the extra part that consumers enjoy in shopping, such as emotion or mentality.

First, any kind of modulation takes a period of time to form,

You can also understand that the adjustment needs to be tested by time and people.

Second, this culture should be closely related to your commodity attributes,

The product is to do what, the tone must be related to it, too high or too low will be far-fetched.

Finally, the refinement of marketing details, focus on the point will become more and more,

Business executives pay more attention to the details, without the details of the adjustment.

Q6 how quickly to sell online?

From the electric Business website policy and operating process, the status quo has been significantly better than in the past, complete formalities, the preparation of work will not be long.

But in the supply chain, people who are familiar with the operation of the electric operator are not necessarily good at it,

such as stocking issues, which is directly related to your financial problems,

Too much stocking is obviously more serious than stocking up,

If the product involves a size problem, the size structure also needs to be judged in advance,

Of course, if you're not doing a whole new industry, you should be able to find some lessons from your running opponents.

The line of goods means that your brand is officially in the eyes of people, but maybe there are not many people who see it.

You need to address the response of a few people after seeing your brand, which can be said to be the first task,

Because this part of the people is almost completely unfamiliar, is the first potential consumer,

If it was me, I needed to build a more "special" relationship with them,

This is practical because they give you the most truthful feedback, even if they don't become your customers.

Q7 What kind of online brand is best to do?

Judge which kind of brand is relatively good to do, the first is to have the consumer market, followed by the easy cultivation of brand precipitation (connotation),

The last is to show where your brand is different, and it should have a reason for people to love it.

This is the original idea of the Internet, can not find such a favorite potential relationship,

It means that the brand can run smoothly.

Q8 Online brand must be independent research and development, independent production, independent management?

No. As a start-up company, it should have the first attribute, which aspect is strong, which aspect will dominate.

Product research and development companies are generally more focused on product design, this situation is usually to find a cooperative marketing company,

Production-oriented enterprises focus on manufacturing products, and does not necessarily have the ability to operate the electrical business,

Operating a company is the most likely to quickly enter the retail business role,

The actual situation in China is a group of friends who are familiar with online marketing,

They are looking for competent research and development organizations, or the use of OEM plants,

To transform existing products or design a full new product, and apply their own marketing capabilities to achieve brand.

This combination is very much seen, even including a relatively large number of electrical goods cards,

"Do your own more specialized things" and "find others more special things" formed a combination of conditions.

Q9 What successful cases can be used for reference?

Personally think "Puppy electric" is in recent years more useful reference,

From a marketing perspective, the company was set up early and followed the internet relatively early,

Now the situation is in the major platforms of similar products, there is a very obvious figure,

First of all, thanks to its product philosophy, "puppies make the Living environment cleaner",

Next is the product appearance recognition degree is very high, the price is relatively close to the people,

And then for the new product to try, including the current more popular intelligent sweeping robot,

To sum up, puppy electrical appliances not only follow the physical practicality, but also on this basis to increase their own brand personality,

This factor is critical, not that all online brands should have an appearance personality,

But must have a clear label of their own, and then should be the characteristics of the electric business,

Participate in platform promotional activities, actively organize users to participate in interaction, or with the use of surrounding industries to increase traffic and so on.

How hard is it to Q10 traditional enterprise transformation?

To。

First, they are more afraid of the Internet's impact on traditional markets, which is a contradiction that cannot be ignored.

Second, they pay more attention to product innovation, often ignoring the change of user attitude.

The third traditional brand is a lot of hard things, and the internet and electrical business many things need to rely on soft.

The most traditional brands ignore the most is the emotional experience, and even some companies have not thought of this.

Competition increases the sensitivity to price and limits the channel for each electric dealer.

The sixth brand independent operation platform mostly lacks the experience rich partner.

It concludes that the process of traditional enterprise transformation, the network to give too much theoretical content,

Easy to lead to the traditional enterprise in the case of everything, which is not fully obtained,

Others can not be ignored, but also a transformation of the invisible resistance,

The first step of traditional brand transformation is the transformation of internal people and the transformation of internal thinking.

Q11 Small and beautiful and all-inclusive?

First of all, small and beautiful, more suitable for the city more comfortable young people, not essential products, mostly,

For example, handicrafts, photographic peripherals, film, tea or coffee, ornaments, home ornaments, toys and so on,

This kind of small and beautiful brand in the way of business will also face the transformation problem,

or to add more derivative products, or to form a series of innovative products, in short, to change.

All-Inclusive, very much like the appearance of Muji, marketing can be based on social events change at any time to find matching products,

"Back to parochial" corresponds to the display of its desks, chairs, clocks, lighting, storage, pens, this and so on,

Similarly, no printing products, costumes, makeup and maternal and child categories, have formed a more mature "lifestyle",

The brand with a wide range of products and a consistent style, though also from the physical store,

But the performance on the line is still strong, especially in some two or three-line cities without shops,

Choose to buy online, solve a lot of people's problems.

Q12 How to plan brand marketing?

Never miss a chance to tell each other you love them, but they are customers.

The ultimate goal of our planning is to generate consumption, if there is no consumption results, it is tantamount to no final objective.

We need to consider the difference between the user and the user, the additional consumption of female users is relatively more,

We also need to consider the use of platform sales rules, with small losses to drive large consumption,

We also need to build a deal to rely on the choice of thinking mode, for users to set the maximum benefit of the option.