Electric Shang Yuli: Who can brand as early as possible to face consumers

Years ago I was a big channel agent for many years of friends, and I said his fault: because I know a lot of industry agent profit space, in the knowledge of an industry, he insisted on no online purchase of obsessive-compulsive disorder, and this has become a hobby for him: Relatives and friends who need a thing, he repeated in the manufacturer information and electricity quotient platform parity, Then ensure that the lowest price is obtained. This obsessive-compulsive disorder affects his life and his wife's mood to go shopping. Then I gave him an idea: open an online shop and sell what you get. The result is obvious, the traditional businessman will not promote, shop do general. At the same time, the big electric dealer but every day festivals, he and his wife spend more. He called to scold me for a bad idea, and I said it took a lot of money, but you're normal, aren't you?

Often talk to the electric business think of this friend, he has accepted his own and other people's business district separate, and even tell relatives to buy, where to buy, how to buy good or bad. This is only drop, domestic consumers may be the world's most astute consumer groups: proficient in price, quality, service and so on, comparative and learning ability first-class. In the past, we paid much attention to the price supply chain, technology popularization and so on, and ignored the individual consumption psychology that often see around.

With the rise of the social media platform, we often see the ordinary consumers of many of the electronic business platform of the bad sales of the resistance of more and more exposure, but in the past they have contributed to the vast majority of the growth of electric business transactions. This phenomenon was born a bipolar reflection: 1, the electricity quotient homogeneous competition, the slogan is flying, the consumer has said that recruit incurs no pain point, 2, the consumer swims sex compare to obviously, the actual display most electric business platform branding has failed. This makes people think, I try to from the Electric commodity brand Analysis angle, explores the possible existence one "the electric business Good brand" and the populace consumer chooses the fusion path. In order to avoid the boredom of "business is left to businessmen", we assume that it may sound a lot higher in anticipation and identification of electrical commodity cards.

The rule of discernment 1: The core brand of market segmentation

In last year's "8?15", the Beijing-east flow rate rose nearly 132%, Suning 706%. And this year's 618, Jing-dong, Suning, Xun, Amazon, when the traffic in the warring electric dealers compared to the previous day, only 36%, 49%, 61%, 20%, 12%, did not occur in the past and similar blowout phenomenon.

We do not rule out the "creation of the festival" at the same time, some platform "unchaste" behavior. We ignore the fact that the big factor behind the electric-commerce melee is the lack of market segmentation, or the similarity of business models, which boils down to eating a bowl of rice. A bowl of rice caused by the pattern is the direct marketing ability of the strong and weak competition, making festival, about the frame, joint speculation, this is the primary stage of marketing, playing only public relations psychological warfare, the essence is never marketing-you improve the original price also have the nerve to understand marketing.

Electric Business War we can see their intentions on the one hand tree brand, on the one hand shows the brand's ability to shape not enough-consumers too many retail, platform stickiness is not enough. What all want to occupy, the results found obvious lack of brand space: the combination of factors such as the Beijing-East anniversary into a collective celebration of the history becomes inevitable, "I hit you to hit me ah", consumers gradually learned "I only see, I do not speak" contrast. Most people in the industry will say what they are doing, but they are not making money in the final analysis. But sue a classmate give you an example, do not subdivide the result is, I earn money is very good, why let you earn. Or, I don't earn a good income, but I don't let you make money. This is the problem of the brand pattern. Weight, I do not believe in Giants, but I am also very wary of the latter.

The rule of Discernment 2: Brand electric business is not the business hot spot, must have the attitude

I distinguish good electricity commodity card, promotion activity also has one recruit, is the very attention daily news information, it very intuitive tells me these information behind, the human factor. In a sense, official or unofficial basic information represents most of the company's brand image and operational thinking. Can you tell me that an electric commodity card again close to the official micro-keyword collection and feedback, in addition to complete this post KPI, can bring how many brand conversion rate? No use, the leader of the breath is not all nonsense.

I have no intention of appraising any platform, but we can clearly identify it. In August, Le Bee Network (lefeng.com) is about to enter the 8.1 five anniversary of the celebration, rumors are about to promote, internal process optimization Junlingzhuang, improve service and marketing mix, the intention to rob makeup electricity market. From the market segments, the core brand services, coupled with the unique Kol import, own brand, etc. to identify, we can see a kind of electrical commodity licensing efforts, at least initially look beautiful ah.

Then the trouble of the natural will come, the same for female vertical electric quotient of jumei.com (the same day) announced 3.5 weeks of the same day. 3.5 weeks! First of all, I congratulate the United States excellent products to open up a new marketing milestone of the electric dealer--half year celebration. According to the time, the 3 anniversary of the celebration was held on March 1, and the true 3.5-week anniversary should be on September 1. I really worried about the market team of the United States, you mean that Poly-Mei brand fans are half birthday? However, from the brand competition angle, I also deeply understand them, the summer vacation market Time difference is obvious: one is also the cosmetics electricity market brand similar, two September 1 after 8.16, and 8.16 belong to Big Brothers. But a company that is about to make an IPO, it's not confident that it will change its birthday at random. This is next door old yellow birthday Xiao Ming than he is also excited, Chen Au make this decision, either too confident, or really bear children every day is a good birthday. Still remember the official said "Chen Au body" for poly-Mei gifted products to bring hundreds of billions of brand value, and the Lok bee nets so jaybird than, I think Chen is really under the total cost. Since talking about the brand, there is a avoid the face of the scruples, can not rule out the next door old yellow, this is a family meet do not rush to jointly hype the possibility.

When it comes to electrical commodity cards should have attitude, we have to identify the quality of the platform has a core problem is independence, at least to have the spirit of independence. The investor's "cash thinking" forced the electric business platform to a certain extent must grasp the hot spot. Young people know that when fried rice becomes the first productive force, either not thinking about the long term, or not far away from the breakup. Poly-United States "Chen Au body" vaguely penetrate the spirit of independence, is now the industry's most lack of electricity. However, this feeling is not right, as if the electric business into the entertainment circle, just learn to play. Mom eggs, People's entertainment circle and film and television song three Bowl of rice. It's brutal, new marketing tools grow too slow, even if the search engine, site search, data, friends Circle told me that everyone thought you can do him, ah, he can do, everyone back to a little box office good, they all think that their acting good direct small time, but also 2, 3, 4 part of the song.

    In fact, in our process of distinguishing, we can not deny the fact that Le bee nets and excellent products in the market segments outstanding-this and the East Suning headquarters to Raillay to ship big not U-turn is a positive signal: if according to our brand identification logic, consumers must be affordable, There are expectations and differences. Ma said that any industry as long as there are complaints, there are business opportunities. I want to say more is, horse always hello Taobao small sellers now really happy. The end of any industry competition, or will return to a people's basic issues, just as E-commerce return to the consumer experience and brand building itself: the pleasure of the shopping process, assured brand choice. Just like my monkey friend, I'm just an ordinary consumer. But I always kind of pursue, seems to feel good brand is obviously for me to break the heart, and bad don't let me look sad. (end)