How does the traditional enterprise build the business platform to do the network marketing?

There are two forms of the traditional business one is operating the enterprise's own products of the business mall, the other is operating a variety of products B2C2 Mall, the two forms regardless of size, capital investment, operating team and so on are very different, I hope you combine the specific circumstances of the enterprise to choose the appropriate mode to do.

The construction of its own business shopping mall, will be the mall to create a first-class network marketing platform, operating Enterprise's own products, not only to obtain profits, increase consumer population, but also may become the hope of listed enterprises. Almost become the ultimate goal of all enterprises engaged in network marketing. The watershed of marketing is not to rely entirely on low prices of goods to attract consumers, but through marketing means to attract the target audience to meet the brand requirements. Seemingly the same, are in order to sell goods, but there is a fundamental difference, one is to cater to consumers to change the characteristics of the product, the other is to retain the ability to continue to buy products consumers. In short, one is passive marketing, one is active marketing.

I. Specific forms

1, well-known brands:

The share of famous brands in traditional market is not invariable, and it is always faced with the challenge of formidable competitors, the influence of economic environment and the change of consumer population. and the main consumer of the interconnection is younger, fashionable generation, it is well-known brands most want to fight, and the most likely to appear loyal to the crowd. The competition mode of the Internet is relatively unitary, the competition cost is lower than the traditional market, the benefit is far more than any one line shop, so the well-known brand operates the business enterprise, develops the network market to build the market.

The representative example of this is Gome, Gome's online business will be gome this well-known home appliance brand store influence, authority, resource advantages, service advantages to play to the extreme, but did not forget the online consumption of the most important price, trust, service and so on.

It is not realistic that the key to a well-known brand's own business is not to make full use of the original brand attraction into sales. After all, offline and online consumer groups are not the same, the impact of the nature of the brand will also be reduced, the key is to brand the integrated advantages of the users to form a series of services to the needs of the real success of the possibility.

2, Nameless Brand:

As we all know, in fact, many foreign so-called top brand products are manufactured in China's factories, but also enough to prove that our production and processing capacity and product quality is in fact fully protected. Many enterprises independent design, production of cost-effective and quality products far exceed domestic or foreign one or two line brand. However, after these products are put into the market, because there is no brand value is difficult to form a large-scale sales, once the cost is reduced and affect the quality of goods. Although enterprises are aware of the importance of brand packaging, but suffer from the market will not give three years to build the brand. This is the best sales and branding platform for your business.

Some enterprises only more than 10 products, think that can not establish a business shopping mall, in fact, the company does not mean that the enterprise is rich in variety, product diversity. Otherwise, consumers should go directly to the Consumer-to-consumer platform to shop, where the product will be more complete. The value of the consumer is that it is a business behavior, can provide consumers with a more assured to drink the satisfaction of the shopping platform. As long as the product in line with the actual needs of consumers, price and quality has sufficient advantages, market space is large enough, enterprises can completely establish a business mall, as long as the page design do not overly imitate the general merchandise business style can be.

Second, note the main points

1, enterprises to establish a business enterprise can not only sales for the purpose, otherwise lost a lot of manpower, material resources, the significance of capital, if so, it is better to find a direct distribution platform or agents to sell more directly. Enterprises to create a new E-commerce channel as the goal, both have the full control of the marketing channels, but also to create sustainable benefits.

2, the key strategic objectives should be placed in the "Establish product brand", rather than "establish the brand of the company". To build the enterprise's own brand, through the electronic mall platform to quickly establish brand image, to achieve the national brand coverage. At this time, as a marketing platform, the company is helping to brand marketing in the process of sales.

3, the company's page style may be copied, the appearance of the product may also be copied, only the brand culture is the enterprise is always unique. Only when the new brand has a certain influence, can avoid competing with the price of similar products, and concentrate on the maintenance of loyal consumers.

4, the consumer mall needs long-term publicity to be able to have the role of sales, if the sale of non-well-known brands, consumers will take longer to accept the cycle. Once the enterprise excessively stingy cost, the short time stops the market promotion investment, the business shopping mall will completely lose the meaning, can only act as a simple demonstration platform.

5, if the enterprise online sales terminals and agents, in order to avoid the market with the offline conflict, you can focus on a weekly shopping mall for several products, the price is lower than the line to form a burst, most of the products and offline prices remain synchronized. Enterprises must understand that it is impossible for each product will be recognized by consumers, rather than the dilemma.

III. analysis of Pros and cons

1. Advantages:

Enterprises can fully grasp the autonomy, adjust the price of products, styles, services. After the successful promotion of the business Mall, we can realize the simultaneous development of product wholesale and sales. Through repeated publicity, promotional attraction, Word-of-mouth transmission, with the increase of consumers, the product also gradually have brand value.

Can see through the backstage data consumer's online stay time, the product stays the time, the purchase times and so on, thus analyzes the consumer to the website style satisfaction, to the product price acceptance degree, the different product correlation degree, adjusts the sale strategy in time, avoids many detours.

2. Disadvantage:

The new Web site promotion cycle is relatively long, in the short term, it is difficult to create large sales, revenue growth slow. Although through the network marketing means to create a network brand than in the traditional market time is much shorter, but after all, can not be famous, need a period of time market test. At this time of the site is often only output, very little income, and can not stop marketing, otherwise the site will never succeed a few.

Written at the end:

Although the enterprise has a certain risk, but if the quality of the product is hard to promote better, then the benefits will be very huge later! This business shopping mall is important for brand building, not always staring at sales. Then we will continue to share business with business-to-business, B2B2C, O2O and other models to do marketing!