"Everywhere + product quality" can be cast on the electrical goods brand

Feng Lizhong/Wen

If Baidu launched "box calculation" is a "brand PR", then the semi-annual report Taobao transaction number is the upgrade of product quality!

Box calculation in the application of the "commitment" to let everyone see an "open and confident" Baidu, but this time, Baidu first said after the way to do always give people feel a little "PR", but this action, is true to attract attention!

And Taobao finished the first half of 80.9 billion yuan, close to 99.96 billion yuan last year, its registered member 145 million, regardless of from that angle is to look stunning!

Here, if from the network application point of view, may find that, Baidu, Taobao as the electric network application of the fire two platform, are "alone", in order to get more users (Baidu), and occupy a greater market share (Taobao)!

In fact, "Taobao Mall" opened today, Dell, Li Ning, Procter and Gamble, Lenovo, Changhong, Haier, the sea, nine-yang soya-bean milk machine, such as nearly hundreds of major brand manufacturers in Taobao shop, which does not include many small and medium-sized brands.

and "CCTV dispute", also let Baidu become a synonym for online shopping search, most consumers of the first online shopping, are started by the search, this is the real!

And these two platforms, Taobao gave birth to the consumer's knowledge is "online shopping is Taobao", Baidu is the consumer's online shopping behavior firmly locked in Baidu search, interest-search-decision-action-to share the consumer behavior of the BTOC can not evade the new formula!

Then BTOC should be first to Baidu and Taobao "work" and then "eyeing strain", or to "unique" as soon as possible?

"Work" is relying on Baidu and Taobao platform, low-key money, and other users and operational experience accumulated to a certain stage then, and then gradually establish brand awareness, "unique" is not only the money also to name, quickly create their own brand! 、

It is obvious that the different stages of the BTOC are not the same business strategy the initial low-key, does not mean do not want to do the brand (buns net), and the initial high-profile, but does not represent will certainly be able to do a good brand (PPG), the pace of brand building in Btoc how to "situation"!

BTOC Electric Commodity brand construction "everywhere" strategy to quickly establish visibility!

Some BTOC electric business advertising situation and the same year with Cheng membership card, ordinary white-collar day is covered 3-5 times, are less!

From the Morning "Global Times" to QQ, MSN Mini News,

From Sina, Sohu's news page to enjoy the homepage of the Net LOGO1 banner,

From Baidu, Google keyword to each small and medium vertical website CPS,

From the home of the Thunderbolt to the video terminal of the Storm,

Navigate from site to shopping navigation,

Games-novels-music-video-Pictures-Flash tour,

News-sports-military-real estate-finance-recruitment,

Shopping-travel-living-parent-child-pet-female,

Mailbox-bank-community-blogs-personals-bisexual,

These channels, I do not have the exact data, but based on the impression of personal attention, Btoc seems to have tried to launch!

Of course, Btoc Electric chamber based on actual monitoring data and actual effect, to determine whether or not to continue to use an advertising position, which is the power of capital operation, I describe it as "blitzkrieg"! Of course, this "first money to cultivate the market, then make money," the business model is not yet a specific assessment, but we can from the perspective of brand building to analyze the advantages of this approach:

1, fast and efficient to establish a strong brand image!

2, the rapid establishment of brand recognition!

3, a wide coverage, crowding out high-quality promotional resources!

4, the rapid promotion of brand value, access to consumer identity!

5, accelerate the flow of cash, support the expansion of the market and efficient operation!

Shortcomings：

1, the capital quantity request is extremely high!

2, brand personality and brand concept is not easy for consumers to recognize!

3, if can not guarantee long-term continuity and product timely update, will have a negative impact on the brand image!

4, the brand image lacks the emotion and the enterprise responsibility transmission!

But the rapid establishment of popularity does not bring the brand?

Suppose two person a person wears btoc 68 yuan of shirt, a person wears BTOC electric quotient 399 yuan of shirt, even if the shirt fabric or style is different, then buy 399 yuan product consumer pay 331 yuan of value in where? I am afraid that the quality is not to make consumers, then the brand? Can Btoc's brands support consumer buying decisions?

What's the problem?

The main reason for these problems is the degree of consumer awareness!

High visibility does not mean that consumers will be willing to buy products for this "added value", no product "value-added" there is no brand premium, no brand premium, the value of the brand can not talk about, and in order to maintain the brand and pay the cost, even the costs are not collected back, such visibility, not worth Like many luxury goods in the eyes of the public are not well-known, but the brand premium is very high, because it is in the eyes of the target consumers is unique irreplaceable! This also proves that many brands do not have a premium for being famous!

In addition, the consumer's cognitive level is also to be reconsidered by the electric Trader!

If China's previous major buyers are more agree with the popularity of the brand, then the net buys the crowd as the high quality, the highly educated shopping crowd, has already learned "to seek truth from facts", they are not willing to pay for the product "the brand and the advertisement", they are very understanding own demand and to the product quality judgment!

When they think the information is asymmetric with the merchant, they are more willing to lower prices and then try to buy, they more believe their own judgment!

Based on this, the current stage of network shopping brand construction is still the initial stage of brand building, that is, "brand awareness"! The electrical business should follow more "customer Experience + product cognition" the brand primary construction principle!

Customer Experience:

is to allow your target consumers to try to buy your product, not to experience your site! In the implementation of customer experience strategy enterprises must pay attention to the following principles:

1, to provide consumers with the experience of products, to ensure quality!

2, do not only do advertising on the image of creativity, more attention to product image, product image is the decisive factor, your advertising is very exciting, and your product packaging is rubbish, this customer experience is "trifles", consumers can get your products, but just browse your ads!

3, no matter what you provide to the customer experience products have more "value", you have to provide a "refund" guarantee, to eliminate all concerns, so that buyers in the absence of risk in the premise of decision-making!

Product Cognition:

is to ensure that your product quality must let consumers feel "value for money", rather than let consumers themselves helpless think "a penny a penny"!

If you can do "everywhere" of course is the best, so that more customers experience your brand, but consumers get products and identify quality, but can not form brand loyalty.

Therefore, "Everywhere + product quality" can not be cast on the electrical commodity licensing, the electrical business also in the "Customer Experience + Product awareness" on the active communication and cooperation with consumers, brand building is a "protracted war", the Battle of the winners, always belong to the battlefield can be "the situation" side!