Electric dealers: Brand, this is the future survival of the road

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Some people say that the most happy thing about the electricity business is to live. Compared to the previous two years of galloping, crazy to hit the money, now the electric trader low-key a lot, TV ads have not seen its traces, building advertising is no longer inch, even their favorite subway, now also no longer advocating "squeeze more healthy", all the phenomenon shows that "the electric business has wilted".

Current status of electric dealers

Some of the electric dealers who did not throw up the money seem to anticipate that even if the money is crazy, it may not be able to create a good brand effect. Simply on the static water flow, down-to-earth to do internal strength, and occasionally play Low-cost marketing, now live very well.

Some electric dealers follow the industry's inertia, crazy after the party wake up, white smashed. Occasionally, the face on television, to seek a face in the building, in the subway squeeze eyebrow, in fact, not much effect. The flow of that thing came fast, and went very fast. As one goes, the money is gone.

We used to say that the money is gone, you can earn it, for the electric business is really not to say so, because the mainstream logic of domestic electricity is that winners are king. The winner is the king, the money is a difficult thing, do not make money in the state, the money is gone, then nothing.

In the circumstances of the money, we do not have such a valuable concept of time, as if to think Qiantu really boundless. So, we all desperately to play ads, burning money, rather than make money, but must scale up, that is, the goal to the boss, and in the way to achieve the goal, using the style of Sichuan mahjong-bitter, righteousness no return to take other people's road, let others have no way to go. Every electric man, with his bloodshot eyes, was preoccupied with money, which, in their view, could save lives. This is understandable, I also agree with, for the domestic electric dealer, money is gone, nothing left. But if only staring at the current money, and ignoring the future of money, the final outcome of the electric business may be the immediate grasp, the future hold.

Many people may object that the logic of the Chinese market is to coddle consumers, and finally to compete with prices and shopping experience. Tube You finally what brand, as long as let me buy cheap, buy comfortable, I will find you. If one of the two fails to perform, I find someone else directly.

What is the future of money--brand

The environment of that year is still the initial stage of electrical business development, the application of the winner is king, do not make money logic. Is there a business that has never been profitable? So this wrong logic must have changed day. On that day, the electricity trader starts to make money, the consumer still values the price and the shopping experience, but the price is no longer the suicide price, the shopping experience is no longer the overdraft physical limit, must rely on the cost control ability the price, and relies on the internal operation ability comprehensive performance to capture the customer's heart

At this time, once did not see the money-brands play a huge role. Because the brand is strong, your marketing cost is low enough, the premium ability is strong enough, can provide the reasonable price. Strong brand, good people willing to come, external resources to facilitate integration, which will contribute to the internal management capacity of continuous optimization of the cycle, easy to enhance the internal operational capabilities, to create a better customer experience.

From this perspective, perhaps the customer's choice has not changed, price and customer experience, but in the future, the price and customer experience must be closely related to the brand, the brand will even play a decisive role.

Next, from the angle of the brand to examine the domestic electricity quotient, brief introduction Two I thought its brand construction quite good brand. The author believes that if there is no big mistake, according to the existing ideas to operate, the two electric dealers should have good prospects for development.

The first, the Lok Bee Net

Has the star founder Li, the innate image sign. Its personal popularity and media resources for the music Bee brand promotion to save a lot of money. Its Oriental popular signature program "Super Visit", "Beautiful Woman" "I love every Day" and other fashion entertainment programs gathered a number of beauty experts and fashion stars, these have become the music bee net products implicit endorsement. In addition, the target audience of these programs is mainly women, while educating you while selling your products, you look happy, fart to spend money. Because you want to be as beautiful as the stars, the fashion talent, and the beauty experts on the show.

As in the bee-tag, a slogan is mentioned: The Tide vane, the beauty does not follow. Visible, Li do the beauty of business, the trend of beauty. This value to the Lok Bee online, le Bee Network has a brand temperament. Today, Le Bee has a company of electric companies, there is a brand company. Have their own brand static good, this is unique. If you sell Lancome, any platform can be parity, because Lancome is someone else's brand, but static only one main export, le Bee, which naturally promoted the product gross margin.

In short, with Li brand temperament and star endorsement effect, Le Bee has a high brand premium and marketing low-cost effect.

Second, Diamond Bird.

From the perspective of brand recognition, diamond birds are a very good name. Read it and remember, the cost of transmission is very low. Its first "mouse + cement" model into the network luxury sales, is the earliest network diamond brand.

It opened the experience center in the office space, not only effective control of the cost, at the same time the online marketing, offline entity shop Transaction Mode conversion rate is very high. Diamond Bird, which has always advocated the spread of diamond culture and "because of special, so shining" brand concept of promotion. It, adhere to the classic Antwerp cut, a diamond double card, for consumers to bring intimate shopping experience and unparalleled DIY fun. In short, diamond birds in the field of diamond sales has been leading, the mouse + cement model to make the brand more real.

These two electric commodity cards should say already has the brand consciousness, in the electricity commodity brand collective weak situation, their brand construction already walked in the front. But there is a saying, in the Blind kingdom, the one-eyed man is the king.

Compared with the traditional brand planning of commodity channels, the current brand building of electric dealers is obviously not a system. Brand thinking of the poor-looking, what others sell what he also sells, product line planning chaos, product line casually, the brand vision is not clear, lack of clear brand positioning and core value, the lack of brand story, brand image impact is not strong, lack of brand management system, brand planning and brand communication strategy, a word, lack of brand system planning, At this time the brand building and communication work can only be to think of which is where, do it.