How to carry out single product network marketing in traditional enterprises (I.)

With the deepening of e-commerce marketing channels, more and more traditional enterprises to push the commodity into the platform to carry out marketing, in order to change the traditional marketing channels cover a small range, high cost, slow cash flow and other bottlenecks. Traditional business products in the past sales channels mainly in shopping malls, supermarkets, stores, direct shop, market and other terminals. The authors believe that with the rapid development of E-commerce technology, online shopping in the region, information, transparency, price, convenience and other advantages become increasingly obvious. Make the network shopping crowd unceasingly increase, people's shopping consumption habit has gradually changed. The main shopping channel from the line of the shopping malls and stores, is moving to the online electronic mall.

In particular, 240 million of users of the main crowd on students, white-collar, fashion crowd, business owners, are a variety of goods potential consumer users, with consumption strength and market demand. In the face of such a huge market, traditional enterprises from the traditional offline marketing channels, into the network marketing is already the trend.

Because many enterprises subordinate commodity and brand more, at the same time participates in the network marketing competition, has certain difficulty. and the network platform can directly face the national consumer to disseminate commodity information, can solve a single product rapid selling requirements. Therefore, traditional enterprises through the single product of the network marketing, expand the use of the crowd, into the electricity market, and gradually drive the brand of other commodities in the market sales, is a more scientific and effective network marketing strategy.

The Internet business model is complex and diverse, many channels coexist, there is no regional restrictions, fierce market competition, in order to help enterprises order the single product network marketing, the author of the country will be through a number of typical cases and personally planned examples to illustrate how traditional enterprises to develop a single brand Network marketing methods:

The first step of scientific development of network marketing strategy

Different from the traditional marketing channels, the role of enterprises into the Internet is not fixed, will change with the change of network marketing mode, which directly affect the marketing strategy and mode of the commodity. Enterprises must formulate scientific and reasonable marketing strategy, clear the role of single goods into the market position, in order to effectively use different network platforms and channels to achieve a single product to maximize the marketing effect.

At present, enterprises through the network to carry out marketing business model is divided into five major categories:

The first category: Enterprises rely on the network to carry out publicity and promotion, but not through the network channels for direct sales.

For example: HP's single product-"HP EB ISS Micro Server" server, planning a beautiful AD feature page, in all the propaganda of the website to eye-catching half banner advertising or banner advertising, not only to show the market strength of enterprises, but also to ensure that the first time the commodity information to the netizens. Its advertising strategy is: in the major portal sites for the focus of advertising, in education, automobiles, machinery and other industry sites for small and medium-sized enterprises to carry out precision advertising. Not only to ensure the mainstream network media coverage of the Internet, but also to ensure that the industry site's corporate customer arrival rate, to achieve the accuracy of advertising.

The advertisement not only displays the detailed information of the goods, lists the problems that can be solved for the customers, and requires all the intention customers to fill in the detailed information and purchase demand online, the customer service personnel will contact with customer service after the audit, then realize the sale by the traditional channel. Throughout the marketing process, with the help of HP's brand influence, to drive the market sales of single goods, completely do not use the network online trading channels.

This model is mainly used in enterprises or commodities brand influence is large, has a mature and broad coverage of traditional marketing channels, can rely on offline channels to solve customer market demand. Even if there is no online trading platform, there is no worry about the loss of customers. Goods or services, such as the volume, price, inspection and other market characteristics, not suitable for direct trading on the Internet products, such as treadmills and other large sports equipment for this model.

The second kind: The Enterprise is the supplier's identity, carries on the packing plan to the single.

For the major electronic mall, shop owners to provide a single paragraph or a variety of goods, with the help of sophisticated E-commerce platform for commodity sales, E-commerce platform planning promotion. For example: A home textile brand in China's traditional home textile channels have sales, but just launched a "space-time Love" four sets, is the enterprise in the analysis of 2010 years of home textiles fashion elements, for home textile raw materials prices crazy, a lot of market fakes phenomenon, carefully planned this pure cotton four sets. Not only elegant color, exquisite design, fabric quality, the price is set at 500 yuan, become easy to be accepted by users of mid-range price high-grade goods.

Enterprises to hire professional planners for home textile market confusion, for enterprises to formulate a series of network PR reports. and "Time and Space Love" four pieces of a large number of photographs, planning a product introduction copy. Then in the electronic mall and the only goods will be sales, at the same time in a crown Taobao shop to carry out exclusive sales. Just listed, the network on the total monthly sales in more than 3200 sets, beyond a traditional shopping malls counters monthly sales.

This model is mainly used in the enterprise offline although there is a marketing channel, but can not meet the immediate sale of a single product, the need to use sophisticated network platform for sales to open the market gap. The new Tikapin should be compared with the market similar goods, has a clear quality and price advantages, want to sell through a single product, to drive the overall brand in the network sales.

The third category: The Enterprise as a supplier of the status, but only with an electronic mall exclusive cooperation.

Electronic Mall is responsible for the overall packaging planning, publicity, promotion and sales, in order to save their own planning and publicity costs. For example: A Down jacket, is an OEM brand merchandise. Commodity style trendy, good quality, but there is no strong influence, enterprises do not have the market budget to carry out packaging promotion. Therefore, enterprises and "electronic Mall" to carry out exclusive cooperation, not for other E-commerce platform supply.

On the basis of exclusive strategic cooperation, to ensure that the "mall" on the sale of goods attention. "Mall" of goods for a full range of packaging, in the shooting of a large number of exquisite photos on the basis of a detailed introduction and publicity of goods. Not only on the site to give various forms of promotion, but also for different stages of planning promotional activities to stimulate the steady rise in sales of goods. At the same time also responsible for the merchandise in Taobao to carry out distribution, audit distributors qualification and ability. Now this jacket in the "mall" monthly sales in more than 2000, on Taobao on the monthly sales also reached more than 1800 pieces.

This model is mainly used for production or start-up enterprises that do not have the ability of marketing and planning to promote. There is a strong source of security advantages, to ensure that the comprehensive market competitive advantage of commodities. Therefore, for a certain period, only to carry out a single product marketing, but still can guarantee the profit maximization of the enterprise.