How to avoid low price competition in high-end food dealers

E-commerce has been introduced into China, which has undergone a low price promotion strategy stage. With the electric business from blue Ocean to the Red Sea, all kinds of promotional means are various, electric business enterprises in order to stabilize their advantages, have to join the low price war, in order to win more users. Until today, when it comes to e-commerce, consumers naturally think-low prices, low prices have become synonymous with e-commerce. But is low price a panacea? From low-end to high-end is the inevitable law of electric business development, especially high-quality products, low price damage and brand value. So, the high-end food electric business how to take off the electric quotient low price hat, form virtuous electric quotient ecology? Perhaps add an organic ginseng the road of the brand electric quotient is worth drawing lessons from.

Differentiated brand positioning: Seizing the minds of consumers

Positioning (positioning) is a well-known U.S. marketing experts Reese and Trout in the early 70 's, they believe that positioning is to occupy the minds of consumers a word, so that enterprises and products are different, so as to establish a distinctive brand characteristics, become a category or some characteristics of the Representative brand. For example, Wang old-ji 6-year turnover from 100 million to 12 billion, thanks to the precise brand positioning "fear of fire, drink King Old Ji."

Difference of achievement value, differentiated positioning is the soul of brand and marketing. The competition environment is worse the electric business enterprise also encounters "The difference localization" question, no difference can only rely on the price competition, locates the difference localization, not only can find the suitable enterprise development the road, at least also can avoid the enterprise to fall into the rout black hole. So how do you get a seat in the consumer's mind? If the positioning of consumers do not remember, the next can only spell advertising and low price promotions, low-cost competition is their own hollowed out, sooner or later to no return. McKinsey said that the three steps of marketing is to choose, provide and promote value, the first thing to do is to discover/create demand, shape the brand, which is the most important is "differentiated positioning." Differentiated positioning requires the help of consumer insights, that is, what consumer expectations from the brand to get the value of satisfaction. Ginseng belongs to non-standard, non-essential consumer goods category, the market is divided into high agricultural residues, low agricultural residues and organic 3 categories, the best quality of organic ginseng, the most expensive, the market supply is relatively small, and ginseng consumers are generally in high-end families, pay attention to the quality of life, in addition to ginseng tonic, the nerves of the basic function appeal, Pay more attention to the quality of ginseng and brand value-added. Based on this, add an organic ginseng direct positioning "organic" to create the first brand of organic ginseng. "Plus one" is the world's largest supplier of organic ginseng, the origin of ginseng-Changbai mountain in line with the organic standard of all in addition to a, "plus one" product taste is much better than the general ginseng, to the retail market, these advantages become a competitive chip. "Global Organic Ginseng leader brand", "North latitude 41.5° Natural Ginseng Forest", "1000 meters altitude 0 pollution", these vivid and differentiated description become consumers try to high price reasons.

Graft Trust system: Trust is Sales

As you know, do sales 90% of the time, are in order to obtain customer trust, the higher the customer trust, the more likely to purchase action, in the brand and product input more, in the virtual Internet, there is no face-to-face communication and confirmation, the trust system is particularly important to build.

So how do you quickly build trust on the internet? First of all, show us the real, only real, customers easy to trust. Second, third party evaluations and customer testimonials. Third, the honor show. Four, service process and 0 risk commitment. Simply speaking, based on the real basis, can grasp the consumer psychology and the nature of the strategy can be tried.

In the shape of trust, first of all, "plus one" under the Ministry of Commerce in China's Pharmaceutical Health Industry Co., Ltd. is a "plus one" of the joint-stock company, in the head of the central enterprise is a gold-plated, this background to "add a" brand trust greatly improved.

Second, the establishment of loyalty programs and Word-of-mouth sharing system. Eat "add one" ginseng, will certainly have such experience: ginseng taste strong, taste authentic, after a few days after eating a clear feeling, such as the spirit of the head, not tired, and so on. Old customers really experience the addition of a product quality, will not be price-oriented. To build old customer loyalty, plus a development of customer data statistics software, can easily find the old customer's purchase frequency, quantity, amount and everything and "plus one" brand interaction, the old customer evaluation, grading, and for the senior level of the old customers to give certain concessions. At the same time, adding an old customer to the "plus one" brand of micro-letters and microblogs, to carry out micro-marketing, to find more active old customers, these people often will consume a brand of ginseng story in their circle of friends, health care around the friends have a great influence, Many people through the consumer to become a micro-letter and micro-Bo fan, and even become a loyal consumer, to add a high-quality, high price of ginseng products accurate drainage to make a very big contribution.

Third, the use of platform Trust. Taobao in the opening of ecological agriculture plate, add a first time in this plate opened the shop, this plate needs to provide organic certification, plus a European Union, the United States, Japan and China 4 Organic certification, in the ginseng industry is the first and only one. In this section, the advantages of adding a fully demonstrated, won the trust of consumers. At the same time, Taobao will be a lot of resources to this plate of high-quality goods tilt, "plus one" product display rate increased, sales promotion is very obvious.

With the gradual maturity of the electrical business environment, low-cost Consumers also began to pay more important than the price of product quality, service, integrity and so on. To avoid the whirlpool of low price competition, the electric business enterprise transforms the thought, must return to the quality product and the service essence, creates the core competitiveness. People are the animals of interest, we want customers to take what kind of action, we provide customers what kind of value.