To grasp the trend of electric business and to serve the sustainable development of electric business

Statement：

1, this article in Cao Fanghua published in the "Wealth of Life" magazine "grasp the trend of electronic commerce, the layout of the future of E-commerce" on the basis of "Advertising grand" 2010 The third phase of the manuscripts to improve and complement.

2, reprint please specify from the U.S.-Nanjing E-commerce services company Marketing communications director Cao Fanghua's blog http://blog.sina.com.cn/ivu1314

After several years of market cultivation, the entrepreneur's understanding of the nature of the network is increasingly rational and scientific. Network as a brand marketing and communication integration channel, in the network media to spread and sales of the distance between the further narrowing, that is, to achieve the brand communication and product sales integration. It is based on the network media on the integration of communication and sales, E-commerce is more and more attention to enterprises, on the one hand, through E-commerce model NET, so that the effect of network marketing more intuitive and direct; On the other hand, based on E-commerce, the communication between brand and consumers is more direct, especially with young consumers

There is a saying in world finance that "banks that do not yet have financial operations in China will be forgotten by the world in 50 years". This sentence used in China's e-commerce sector is also appropriate, that is "now do not carry out E-commerce brand, 10 years later will be forgotten by consumers." But how should enterprises conduct e-commerce business? We all think that 2009 is the Chinese brand of e-commerce development year, 2010 will be China's e-commerce development in the years? But is the development of E-commerce in line with the future development trend of E-commerce? Is it conducive to the development of brand E-commerce business evergreen?

Trend One: E-commerce platform: From market stores to stores

2009 is the year of E-commerce in China because as E-commerce platform Taobao Mall, Jingdong Mall, new eggs, such as E-commerce platform has achieved high-speed growth, a large number of traditional brand enterprises through the platform to launch the network sales business. Taobao Mall as an example, Jack Jones, Kappa, seven wolves, Li Ning, etc. enterprises through the establishment of network flagship stores, network stores to carry out the form of network sales business.

E-commerce is the use of electronic means to achieve business purposes. If Consumer-to-consumer e-commerce is a bazaar, then the platform is just a store. From the development of the offline channel, many traditional brands have experienced the development process from the market to the store and the flagship store. Why do companies end up consuming huge sums to open brand flagship stores, mainly based on the following two points of consideration: 1, the sales terminal of the media, brand through the flagship store to achieve the brand communication and interaction between consumers; 2, the personalized brand image, through the flagship store display brand image, build a unique brand experience.

The reason why the brand from the store to the store, flagship store also has an important premise of the pursuit of popularity and sales and brand to pursue the contradictions between the value-added brand. In the field of E-commerce there is also such a contradiction, for the business E-commerce platform, human traffic and sales are important indicators of their profitability, so we can see now Taobao ads, not a discount is a second kill, this approach to the platform for Hanlaobaoshou, as long as there is a transaction can be charged 5% of the platform costs , but the brand is the pursuit of customer unit price, that is, the brand value-added products. The aim of enterprise building brand is to get rid of price war and homogeneity competition of products through brand competition. But the current practice of E-commerce platform is a naked price competition, this approach and the original intention of the enterprise is the opposite, so the 2010 China E-commerce volume growth is bound to hurt the brand image, reduce the price of brand value, which is necessarily not in line with the nature of E-commerce and trends.

Therefore, one of the trends in E-commerce is the enterprise's E-commerce platform from the store to independent stores, flagship stores, that is, the establishment of an independent network sales platform and network distribution system.

Trend two: E-commerce logistics: from door-to-door to community terminals

From many E-commerce platform evaluation indicators, the core of the three indicators "product and description of the degree of conformity", "Seller's service Attitude", "the speed of logistics and distribution." These three indicators are most likely to affect the consumption experience is logistics, because products and services for brand Enterprises is the most controllable factors, and logistics distribution is an important supporting services for E-commerce development, this matching will not be able to become an important bottleneck in the development of E-commerce.

Because now people's life track basically is in "residence-office" between 2.1 lines. So consumers often have a choice when shopping on the Internet is to distribute the home address or office address, however, due to the uncertainty of logistics speed, it is often caused a problem is that if consumers choose to distribute to the home address, but when the arrival of the logistics consumers at work, can not be signed in time; if the distribution to the Office address, It is probable that the time of logistics arrival is not just a working day.

How to solve this problem? That's one of the changing trends in logistics services: from door-to-door to community terminals. The traditional approach is a typical door-to-door approach, due to the convenience of this approach is not enough, so the consumer's online shopping experience is not good enough. And the community terminal pick-up is by the logistics company to consumers of the network to buy products sent to consumer homes made by the community convenience store, so that is a working day to send, consumers can also go home from work to the community terminal to receive.

Therefore, the second trend of E-commerce development is: E-commerce logistics from door-to-door to community terminal changes. This change not only increases the speed of the consumer to receive goods, but also by the unified community terminal for the sign, and to avoid the company's colleagues or community security on behalf of the various problems caused by signing.

Trend three: E-commerce Marketing: from information to experiential marketing

The essence of network media is the platform of brand marketing and product sales integration. The core value of the network media as a brand marketing platform is the wide-spread of brand information and the deep involvement of the audience of the brand interaction. Therefore, the suitable marketing communication category is the fast-consuming products (such as Coca-Cola) that can be purchased everywhere in life and the large consumer goods (such as automobiles) that need rational parity. Network media as a product sales platform is more in the application of E-commerce level, through the dissemination of the brand to inform, through the network platform to achieve sales.

The biggest difference between e-commerce and traditional shopping mode is that for the consumers who have been accustomed to "hand-paid delivery", there is a time lag between the purchase and the physical experience, so how to optimize the shopping experience and improve the consumer satisfaction of e-commerce is an important node of the healthy development of e-commerce industry.

With the development of electronic commerce, the function of the network media is no longer simply a platform for information dissemination, such as Taobao Mall, Jingdong Mall and other E-commerce platform development, network media in the depth of information and breadth of the advantages have been effectively played, consumer and business information asymmetry is increasingly eliminated, The network media has already realized the audience to inform and the depth information present. But from the perspective of healthy development of e-commerce industry, another function of network media is to provide virtual experience.

In the virtual experience has been a fitting network, Taobao Mall fitting room, product 3D display, etc. platform or technology, as far as possible to allow consumers to experience products, through the virtual experience of the network platform, so that consumers as much as possible to understand the relevant information products, so as to optimize the shopping experience, purchase to the real

Of course, in addition to the virtual shopping experience of the network, another important experience mode is "offline experience, online purchase." Prior to the media has reported in Beijing, Shanghai and other cities appeared in the "Test", they online shop to try to wear, and then go to the network to buy. This for some businesses, these "unwelcome test" really provides a brand marketing opportunities, that is the optimization of the online experience shop building, to provide a good brand experience, "offline experience and online purchase" integration. So as long as the brand in each city to build a certain size of the brand experience Shop can be, sales activities are conducted by E-commerce platform. Therefore this aspect greatly reduces the brand line sale terminal the quantity and the terminal construction cost, on the other hand optimizes the consumer network shopping the experience, lets the consumer as far as possible purchase to suit own product, reduces the network shopping the return replacement proportion.

In view of the above three trends, it is necessary to put forward higher requirements for the capability of the enterprise E-business operation, and also put forward higher requirements for the logistics company's supporting services and the distribution of brand marketing, of course, only to conform to this trend, can help the sustainable development of China's e-commerce business. (Cao Fanghua: Marketing communications director and strategy director, American-Nanjing Electronic Commerce Service Company)

Statement：

1, this article in Cao Fanghua published in the "Wealth of Life" magazine "grasp the trend of electronic commerce, the layout of the future of E-commerce" on the basis of "Advertising grand" 2010 The third phase of the manuscripts to improve and complement.

2, reprint please specify from the U.S.-Nanjing E-commerce services company Marketing communications director Cao Fanghua's blog http://blog.sina.com.cn/ivu1314

Reprint please specify the blog from Cao Fanghua: http://blog.sina.com.cn/ivu1314

Cao Fanghua: Director of e-commerce marketing communications

Msn:fanghuacao@hotmail.com

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