Electronic commerce observation: the domestic two or three line brand competitor is the network brand

Since I intend to leave the retreat of the ad, of course, including the http://www.aliyun.com/zixun/aggregation/8018.html "> Brand planning and omnipotent online advertising, to enter E-commerce, Several enterprises have a certain intention to Cao Fanghua incur under the command, but Cao Fanghua did not choose. Network is an opportunity, network marketing and network sales for many local enterprises is an absolute opportunity.

Previously did not have enough money to CCAV hit ads, there is not enough money happy enclosure. The network shortens the distance between the enterprise and the consumer, compresses the intermediate link, meanwhile the network provides a lower cost marketing communication platform for the enterprise.

E-commerce, these four words is enough to let people rejoice, many local companies want to use the "electronic" means to create business legends, but really can be electronic means to create the legendary business?

At present, China's E-commerce market by the Consumer-to-consumer two market, so the current network sales can be summed up with a "mixed bag", Cao Fanghua that the so-called cohabitation has the following two aspects:

1, the network sale main body's cohabitation. Network platform is a real long tail aggregation platform, so as a long tail of personal sellers is the main force of network sales, but also the main force of online shopping. Therefore, based on the current stage of E-commerce development and the current situation, despite the increase in corporate sellers, but the personal seller's long tail power still can not be ignored.

2, the network sells the product the cohabitation. Many people's radio and television is with the brand to stay in the network, online fakes will be eliminated, but as long as we think about it, in the Chinese market, the brand is actually just a legend, whether it is a local brand or international brands, in fact, most of them are "made in China", so in fact, Taobao mall sales of goods, I think it is not necessarily true goods, not to mention the difference between the goods and fakes in materials and crafts have been basically no differences.

Network sales market is a mixed bag of the current network sales market, and the basic general situation, and the credibility of the network itself and trust base is not ideal, from product sales to consumers receive goods in the middle of the link is really a loophole. The author has previously had a courier computer, hard disk has been replaced experience.

The market is such a situation, that consumer is what kind of crazy?

Looking at the data published by major organizations, the current network shopping to the core of the main body, the market is ready, whenever is being gradually education. As the main body of online shopping market, Cao Fanghua that the consumption characteristics of the following can be summarized as follows:

1, personalization: The consumer group is as China's reform and opening up a generation of people, personality is their pursuit, so that their unique attitude.

2, consumer labelling: the so-called consumer labelling is that they use the brand as a kind of self-expression, like many people are not accustomed to using Apple, but still buy the Apple computer, because it is a fashion label.

3, packaging their own: packaging themselves can be understood as to let themselves not be seen to wear, because the judge is the fast paced living environment of the basic interpersonal interaction. So many times they are wrapping themselves up to make themselves more mysterious.

From the personalized, consumer labeling, packaging their own three basic points, we can not be difficult to understand the network consumer shopping form: or international well-known brands, which is not even fakes, or no one has heard of the small card, if the network brand.

I once and a enough not lobok business casual shoes consumer chat, I asked him why buy network brand, his answer let me ponder, I think it is worth the traditional enterprise thinking:

Graduated from college, I am going to wear leather shoes to go to work, every day the sneakers seems to be a little out of place, but I buy what shoes? If I wear a two or three-line brand of products, people can see at a glance how I am a level of people. So the network brand in style and style more in line with my aesthetic, and in the brand label will not be like to see through, and the price is acceptable.

Truth is very simple, if you are generation, you think in the current employment environment, your income can not support you to buy Nike, Artie Authentic, how would you choose? I would like to sell high imitation products, or buy a small card. Absolutely will not wear what two or three line brand products.

So the Chinese are used to driving the United States, but calm down and think about it, we will find that is currently eating local two or three line brand is not an international brand, nor the local brand, but those obscure network brand.

PPG's network sales than Youngor is a news, but if one day Massamasso, Lobok and other network brands than O ' Connell, this is not surprising, this is the inevitable market.

Local two or three line brand how to deal with the challenge of network brands, how to survive and develop in the network sales market, please see Cao Fanghua next blog!

Wen/Cao Fanghua

Marketing communications director, American-Nanjing Electronic Commerce Service Company

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