Web Marketing course of cosmetics plant language

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Opening

I am very scared to sit here and face up to your famous experts and scholars. Also puzzled, like me, such as sellers, Taobao more than tens of millions of time, but two or three years, on the sales of Taobao has a sales of billions of super sellers. Taobao's answer is: You are a typical, refers to the foreign trade to domestic, by the traditional transfer network of this typical. Come here today to dissect your little white rat.

Introduce yourself

The company was founded by my father. It was originally the 87 Red Flag Society Office factory in Wuxi. 99, the introduction of Japanese technology, production of the Daily emulsifying machine. Emulsification is the so-called harmony, the different nature of the liquid together, this is the daily industry's most important equipment. Red Flag emulsifying Machine technology is synchronized with Japan, we have 03 years to achieve full program control, is the High-tech enterprises in Jiangsu Province, but the price is more than the same products in Fujian Guangdong 20–30%. The main target was to export Japan and South Korea, the profit is still good. 07 of Steel Rose, our main use of 304 steel from 180,001 tons up to 48000. There is also the appreciation of the renminbi, export pressure increased greatly. Now there are more than 3 million of a South Korean order in the warehouse, paid a 60% down, because the won depreciation, the contract price is U.S. dollars, goods do not. There is also the wages of workers, especially the increase in overtime pay a lot. The average mechanic turns out to be 1500-1800, and now it's going to be 2034. The habit of Wuxi is a monthly 800-1000 of the living expenses, other year-end one-time settlement, the Spring Festival this year is not good ah, the payment does not come back, wages also greatly increased, fortunately, it is finally boil over.

We began to have domestic sales in 05, initially mainly in Japan and South Korea in the domestic joint venture. Because of the narrow sales channel plus product quality, buy a few years, so sales are always on the go. 05 began to develop downstream, in addition to machinery, began to supply raw materials, semi-finished products until the well-known brand OEM production. 06 We set up the Guangdong and Shanghai branch, but last year, Guangdong Branch withdrew, the cost is too high and radiation surface is not big. Now the domestic sales depend on Shanghai and the network.

Report my Online Marketing experience

I am 30 years old, graduated from the university in Shanghai for four year, and then began to participate in the company's operations. I net is very early, 96 has the Internet account, it is to the hukou ID to Shanghai Waitan China Telecom Headquarters office. When I got to the company in 05, I set up the electronic Commerce Department. Do their own website, there is the Alibaba. We already have orders in Europe and America, but also did not think that Southeast Asia is mainly India, Vietnam's orders. If it is not Alibaba, we may also use import and export companies to open the European and American markets, but Southeast Asia, especially India that is impossible to imagine before. And the number of Indian orders is also growing rapidly, we also set up a branch in Bombay, which is mainly for after-sales service.

06 We met some strange things, a person to Alibaba asked us to buy raw materials. Want not much, but a lot of varieties, asked to know that the original cosmetics began to pop DIY. The first is the pursuit of individuality, specifically tailored for their own skin quality; what material to use, there is no preservative their own deployment of the clearest; Finally, the price is affordable, cosmetics this thing ah, today I give you an expert newspaper industry insider, take a bottle of sixty or seventy-dollar face cream as an example, you painted on the face of no more than five dollars, Bottles and packaging about 10 yuan, each bottle of advertising and promotional costs more than 10 dollars, this added together will not be more than 35%, the general ex-factory price is the landfilled, the rest of the distribution units at all levels of profit. This is still the supermarket and general retail stores, if it is a department store on the first floor of the counter, oh that will not mention. To say that the general manufacturers, is running volume, to say that the distribution channel black, who Let girls on the letter ads. Of course, also have awakened to understand the sensible, so there is cosmetics DIY.

But Alibaba is mainly business-to-business, these retail raw materials, many problems, buy less, trouble ah. So, we opened a home Taobao shop. In fact, in the beginning also did not return to the matter, just one more person a computer. But soon sold more than 5000 yuan a day, inadvertently inserted into a big tree, retail raw materials to buy more than 1 million at the end of the year. To say is wholesale, this is not much, but retail ah. Because the bulk of small pricing is twice times the wholesale, in fact, for the buyers that is still a big bargain. For us, the high profit does not say, the most important is: all true gold and silver without white stripes. This is the main reason why I have been able to persuade my father to support me. We are afraid of the arrears.

The pace of development is staggering. DIY more people, some of the beginning of a weak hand to the semi-finished products, the designated ingredients of the finished product. So we started out the white bottle packaging of finished products, in fact, to the big brand OEM, do not pack on the line. By this time, in addition to no brand, we are close to the finished product.

May be in many people's eyes brand represents quality, culture, and in our OEM enterprises, the brand represents the threshold.

The threshold of cosmetics industry is very high, we have been married for many years, in fact, have long wanted to play their own brand. But a new brand, not to say advertising, is not a 10 million or 20 million of the shop, even East China area are not paved. What's more, there is no advertising, even if others are willing to, but also promises can be returned, do not have a six months after you have all back. But it's different now, first of all we've got nearly 10,000 customers, second advertising: In addition to Word-of-mouth and Taobao network advertising a nationwide view, not every city to shop the most important is not to shop goods, the original like our domestic not well-known cosmetics, the main is to push the two or three-line city, the goods to every township. And now, we have a shop, the whole country to buy. Start-up funds are greatly reduced.

At the end of 07 began to plan to do its own brand, and 08 met a big opportunity, Taobao launched the brand Mall. Compared with the main consumer-to-consumer Taobao, Taobao Mall positioning in the Business-to-consumer. At that time, one of the entry conditions for investment is its own brand. In order to highlight our plant-functional ingredients Our brand name is plant language, now we can and the Olay together, if the traditional sales model, even if smooth sailing, at least five years, tens of millions of of the investment is possible.

As a brand into Taobao, we are driven by the waves of E-commerce. July 2008 We entered Taobao Mall, November began to develop the first agent, now a total of more than 300 agents.

Network Marketing Three Stages

First Stage information platform

Just into Alibaba is to tap the potential customers, I and my father introduced Alibaba is like Canton Fair, the global demand and supply are above, and 24 hours a year non-stop. However, because the professional characteristics of business-to-business determines that it is difficult to trade online, or need to be offline, visit to negotiate. The network is to provide a display platform, information platform. All I have to do is show my professional image as much as possible. At that time in addition to improve the product introduction is constantly refreshed, as far as possible to improve their ranking so that customers first search to their own.

Second Stage trading platform

After entering Taobao, Taobao for us is a department store, selling things to collect money, the difference is not to pay the entrance fee. It feels good. Several computer service personnel, sitting in Shanghai, goods sold nationwide. Decorate a shop on the Chita block money (online beautification of their own sales Web page into a decoration shop), almost no large fixed costs. Shop promotion is mainly Word-of-mouth, here is not word of mouth, see is Credit evaluation. Each transaction customer will evaluate the merchant. Good evaluation snowball growth, and once there is a bad comment, the black and white, behind the look, twist the mouse to go. Online, the customer is the real God, as long as there is a bad rating, no matter what you buy, who is responsible for a full refund, things send you do not say, see the situation and give some gifts. Personally, for the network Business Trust has exceeded the general offline shop, recently decorated the house, large to central air-conditioning, warm small to yellow sand cement nails, I bought online, not just cheap, but also convenient and reliable.

Third Stage marketing Platform

Since the registered plant language brand, into the Taobao shopping mall, the number of E-commerce department has soared, the beginning of three people to now nearly 20 people. The idea of online sales is also constantly revised, including agents. Originally we thought that since is the network, a shop sells the whole country, the profit is mine, may by reduces the price to win the market. But soon we realized that branding is not just about making customers come to you, but also letting sellers know you. Agents online mainly assume the function of sales platform, while online, agents or brand display window. This is called the attention economy. Taobao predecessors told me that the network brand operation, is the maximum of the shop. The fastest way to shop is the development of shipping. The so-called shipping is a unified product picture and presentation methods, agents will only log on the Internet, responsible for customer service reception, once the customer orders, the list transferred to our company, we are responsible for delivery. This generation of shippers do not have to hoard goods, 0 cost. We share some of the profits but can quickly spread the plant language brand across the web. Now my work center has changed from product sales to the perfect brand image, network multi-level distribution channel establishment.

The difference between network and traditional marketing

Through the years of network marketing, I personally feel the difference between the traditional marketing. Not much on the two, when it is throwing bricks, experts, despite using jade hit me.

1th: Gaming

I wonder if the experts have played online games. In a certain sense the Internet store is another way of online games. The same practice level (Chong Star), the same team (joint affiliated enterprises), and the key is to strive for ranking. Make full use of various information channels to display their various opportunities activities, access to ranking is to gain influence. The network is full of games of opportunity, a new brand can quickly rise also may be because of a small "xx door" incident vanished into ashes. Second, the game must be interesting, network sales, the same, from the shop decoration to the promotional activities of the design, must have fun with animation music popular elements, it is best to tell stories. Allow customers to buy things more like playing on the Internet. As we all know, online games will make people addicted, network sales also want to be addicted, to throw in wholeheartedly.

2nd: Standardization

Since it is a game, we must have the rules of the game. Start Network Marketing, the first is to standardize the network language, we stipulate to the customer only a standard address, that is: dear. Of course, dear, the service is absolutely tasty. Next is the company image, has the network, the customer through the official website, the network proprietary shop and the agent shop can realize the zero distance contact with the manufacturer. A unified brand image is particularly important. After all, online, a customer can not buy a product to walk more than 10 stores for comparison, and a search on the Internet, you could list more than 300 of the same plant language products, different image, it may reduce customer trust. Although the original export enterprises, but after the internet, standardize the unification of staff training as the core. Finally, standardized management has data support. There have been many statistical reports before, but many are mere formality, or timeliness is not strong. Internet, with the help of Ali mother and Alibaba data housekeeper. We obtain a large number of timely and effective statistical reports, including the number of visits per day, the main focus on goods, customer source, the same industry search keywords and so on. It can be said that the establishment of E-commerce department, in addition to the development of network sales also greatly promote the entire company's standardized operation.