"Honey Bud Baby" once again triggered a trust crisis in the electricity business channel, the Internet is not a single sales channel

Donews September 4 News (reporter Shang) in the mother and Child Electric Business website "Honey Bud Baby" fake door event rapid fermentation, the industry for the vertical mother and infant electric supply chain, quality control management discussions constantly warming.

Morchen, general manager of Social Electrical Business Division, said in an interview with Donews, "Honey Bud Baby" once again triggered the electricity business Channel Trust crisis, more and more mother and child brand from this kind of incident also see, can't just be the line as the channel of sales, "the Internet and mobile for the brand is not only to pull new guests, To do the value of sales, more importantly, and consumer groups to build stronger ties, do a good job of word-of-mouth, enhance trust.

Morchen that the Internet channels, social marketing for the mother and infant brands, the importance of the continuous improvement.

First, to help brand formation for a user group spread, to lower the cost of pulling new customers, breakthrough brand sales bottlenecks. For example, with traditional delivery, the cost of acquiring a new customer for a brand is already as high as 180-200 yuan, but leveraging emerging social platforms and tools can effectively open up circles and connections and effectively reduce the cost of pulling new costs. At the same time, due to maternal and infant category of many commodities such as maternal radiation-proof clothing, baby car, such as the use of a shorter period, a lower rate of repurchase, with the help of the old guest recommended to bring new customers is also very important.

Second, the promotion of brand and user groups to establish strong links. Before the brand and consumers only weak connection, brand dealers only know from the sales of various channels, but for the source of the user, the characteristics of the unknown. But at this stage, with the help of micro-letters and other products, can make the connection between the brand and users more closely, can be directed at their consumption habits, demand for marketing and Word-of-mouth management.

Third, the provision of professional services, consumer guidance. As the mother and child category of industrial chain and service system relatively complete, can use the existing experience and system, guide the target group shopping consumption.

Morchen said that the state for the child policy of the gradual release, coupled with 80, the beginning to become the mother and child products of the mainstream consumer population, the vertical category has brought greater development opportunities for the brand is the most important is to enhance coverage, user viscosity, the establishment of user trust.

Yili Group E-commerce general manager Wu Qingsong agreed, "through the case of millet and other companies can see that the Internet is not a simple sales channels, the traditional brand needs to learn how to build user groups, fans, enhance the user's viscosity of the brand." From the point of view of Yili, the focus of input and management will also change.