Five kinds of problems and solutions of e-commerce seed marketing

The electronic commerce market's temperature is getting taller and higher, is like a metallurgical melting pot unceasingly extracts the sparkling gold. But most companies in the high temperature quietly evaporated, because too many companies do not do a good job of resisting the "high temperature"-the preparation of marketing barriers, rushed to the battle.

In order to help more enterprises to enhance the risk awareness, to avoid enterprises to repeat countless times, the author of the country will be the traditional enterprise into E-commerce must face five problems and solutions to share:

Problem one: Low brand loyalty

Because of the market environment, buying environment and competitive environment, the transmission of electricity commodity brand directly determines the profit speed and living space of the entire electric business platform, it can be said that the life and death are directly decided. Because the success and failure of a virtual E-commerce platform depends entirely on the memory and trust of the Internet users, the loyalty of Chinese netizens is relatively low. There is a comparison between price and quality.

Solution: From the brand's fundamental construction, pay attention to soft packaging. The brand culture, story, connotation through the brand article to express and spread out. Let netizens and customers, E-commerce platform has a preliminary perceptual knowledge.

Question two: competition is extremely brutal

The problem of homogeneity of commodities is difficult to solve in a short time, although the huge cake seems to be in sight, as long as the hand can easily cut off. But that's not the case!

The market occupies the most important share of the digital, health products, fashion supplies, service products, has been a noisy, master such as clouds. Countless enterprises in the qianhuhouyong, resulting in commodity homogenization and marketing channel crash situation, that is, the main reason for product price war.

Of course, there are a lot of electric dealers make money, there are also many unknown electric operators have been in a profitable state. But in a fair market environment, there is a chance that any electric buyer will have a chance to attract the national consumers. But any electric dealer also directly faces all the competitors of the whole country, including the mature know my website. Without regional restriction and channel restriction, it is not only the great advantage of the development of the electric business, but also the competitive environment of the electric dealer.

Solution:

Product homogeneity of the time, can only play price war. But when the brand is homogeneous, it is a cultural war. Although many brands of style, price, use, quality are almost the same, but the price of products can vary, without causing consumers to buy confusion, which is the essence of brand and product difference.

Question three: slow income growth

The threshold for entering the electricity business is also very low. Only with legal personality, through the state record, the application of the right to sell goods, you can set up a power company. But the serious problem also appeared, many electric business managers will completely the traditional enterprise operation experience, uses in the Electric business website management. The most common phenomenon is: ignore the promotion, ignore the details, blindly imitate, too quick success. The "input-output ratio" and the required profit time point are not operable at all. The strategic objective is too much to take for granted and does not attach importance to market competition, which causes the poor income effect.

Solution:

To improve the sales revenue and revenue growth rate of the foundation is: the business objectives to be realistic, products and services are truly market attractive, team professionalism and implementation efficiency is extremely strong. Only all down-to-earth from the details of the start, will show the core advantages of the platform, by netizens and market acceptance.

Problem four: Promotion faces embarrassment

On the one hand because the traditional online advertising prices are almost jumping crazy, propaganda effect is increasingly unsatisfactory; on the other hand, because of the homogeneity of the electricity business website merchandise, the small profit margins, so that the large amount of publicity money is difficult to earn back in the short term, not in line with the fast-growing investors to Thus forming a vicious circle, the site's traffic, registration volume, purchase volume are not satisfactory!

Mainly introduces the following two kinds of situations:

The first kind, the enterprise thinks the website development, the personnel, the hardware, the office all spends the massive cost, the website has already built and the commodity is rich enough. Spending money to do marketing is completely "unnecessary waste", just want to do not spend money in the case, the launch of the site, the water to do up. However, no matter how many market teams, please come to how senior E-commerce professional managers, the site's water will always be in the "0 sales" and "break through 0 sales" wandering between, it is difficult to have significant growth.

The second is willing to try all kinds of effective promotion methods, but not willing to take risks, each way is to be tasted. No matter which kind of marketing method, after application, if cannot produce the obvious effect in the short term, then exits immediately, then changes other way. After spending a lot of cost, energy, manpower and material resources, because the time is too short, the audience to the brand cognitive process has not been completed. Makes the website brand, the member, the income has not greatly changed.

Solution: The goal of the promotion should be subdivided into brand goals and sales targets, should first realize the stage of the brand goals, and then through the promotion to achieve sales targets. And the brand objectives of the assessment, you can through the "site name" by the number of searches, through the search engine initiative to the number of sites, web site traffic, membership registration amount, clicks, etc. reflect the site stickiness and influence indicators.

When the site's brand indicators reached the company's expectations, proved that the site has gradually been accepted by the market and netizens. At this time, through the adjustment of promotional strategies to pursue sales targets, is in line with the marketing rules of the promotion strategy. In the month, through the centralized detection of 3-4 kinds of marketing means of the combination of applications to detect the effect of marketing mix. At this time can be based on monthly sales, to adjust the promotion strategy in a timely manner.

Question five: Vacancies for professionals

The Chinese electric business analogy to Audi, then the talent supply of the engine has only reached the Austrian extension of the driving demand. Although the major domestic institutions have set up "E-commerce professional", "Marketing professional", "logistics professional." But, after graduating from these students, it is difficult to be in charge of key positions in the short term.

The development of electricity dealers in the 2010 was too rapid. So many people have not been reflected in the Internet, the electricity business has been red. Too many electronic shopping malls have sprung up, when the senior operators, market personnel, technical personnel, there has been a huge "supply and demand shortage." The reason is very simple, over the past few years, the pioneer people of China's electric business are most successful or take the opportunity to rise, or else there is a good club. But the emerging third echelon, obviously still cannot undertake the heavy burden.

Solution: The overall market team formation, market strategy analysis, marketing planning, marketing implementation, market effect statistics and other market work, wholly or partly to the professional firms and teams to "on behalf of operations." By working with the Operation team, it solves the biggest problem of not being able to recruit suitable talents, and saves the cost and energy of personnel management. On behalf of the operation in the "market overall view" embodies more responsibility, from operations → management → planning → implementation → results → feedback of all or part of the market segments, must participate.

Large and medium-sized enterprises can adopt a "consultative", small and medium-sized and entrepreneurial enterprises can adopt a "transfer-style" approach.

Most of the marketing problems occur in the details, but too many details are ignored by the enterprise, so the key to doing good e-commerce is to pay attention to every issue, every detail. E-commerce will not appear overnight wealth, will only be prepared for enterprises to provide business opportunities and own!