In the face of winter E-commerce still provides brand development opportunities

When the enterprise in an industry through the channel, fluent the flow, gained profits, formed a scale, will think how to create industry brands, national brands and even the world brand. To create a brand in an industry, in addition to looking at the company's background, culture, resources, team and other internal factors, but also to see the product price, function, effect, quality, publicity and other external factors, but also by the policy regulations, economic environment, market share, target audience characteristics, consumption capacity, competitive environment and other environmental factors. Determines whether an industry has the potential to create a well-known long-term brand.

E-commerce experienced more than 10 years of ups and downs, the bubble was blown off and appeared, large-scale Web site rapid expansion and rapid collapse. In the process of tidal waves, the overall target audience of the market is more and more, the industry and products involved are more and more rich, market share is also a leap in growth. The author thinks, more crucial is the brand environment already started to mature.

One, million enterprises to strengthen the information construction

Enterprise is an important consumer and service group of electronic commerce, and the turnover of enterprises still occupies most market ratio of e-commerce. Only a growing number of enterprises in the country pay attention to e-commerce information construction, in order to ensure the orderly operation of the overall market, to avoid the emergence of bubbles.

Millions of enterprises in China began to realize the necessity and importance of enterprise informatization, and began to push enterprises to information market. Many E-commerce platforms provide a variety of ways of dealing between enterprises and between enterprises and users. Enterprises in the premise of a serious summary of the actual situation, in the enterprise Web site construction, information management and so on are beginning to put into action. In the establishment of various E-commerce platform registered members to establish a platform for the site, but also in the establishment of an independent corporate web site.

Enterprises to make full use of information means, strengthen business opportunities to exchange and promote, in order to continuously create commercial benefits. E-commerce not only for the development of small and medium-sized enterprises to create a good opportunity, can be flexible, simple, low-cost advantages and large enterprises to compete. and the national enterprise information for timely integration, enterprises not only through E-commerce to find business opportunities, and in the process of trading also created business opportunities. Expand the market share, create the surrounding environment of market opportunities, led to the development of e-commerce environment.

Ii. network security received the attention of the Government

Network security affects personal information security, online transaction security and website operation Security, and directly affects the stability of E-commerce and the trust of netizens to E-commerce. And the Ministry of Information published the comments that: the security is a national important strategy. The Internet Information security has risen to the national strategic level, the Government's attention to network security can be seen.

China's relevant department leaders said the government is working on the "Twelve-Five" Internet development Plan, the recent Internet management regulations on the publication of documents to the community. At the same time also clearly pointed out: to ensure that network security is an important national strategy, and will carry out a series of web site record work, leading enterprises and groups of users to build network security system.

At the same time, in the Internet industry, some large internet companies to join forces to kill network security companies, launched the "Internet Security Month" activities are in full swing. In the use of innovative technology to encircle the source of the virus, the Internet enterprises began to pay attention to the level of user education, while calling on the vast number of netizens and enterprise users, the Internet industry and the relevant departments concerned about the security of network information.

At the same time, E-commerce sites actively respond to the "Internet Security Month" activities, and network security companies to jointly regulate the network shopping fraud, to protect users of the network to buy security. This dual-line parallel action to protect the network security, and strengthen the Netizen's confidence in E-commerce, led to the rapid rise in network turnover.

Third, online payment forms convenient and diverse

Online payment is an important tool to realize e-commerce online transaction, and it is also a powerful guarantee to ensure the smooth transaction and ensure the benefits of both supply and demand. The third party payment platform is more and more trusted by people because of its service function, and a large number of online transactions are completed through the Third-party payment platform.

Nearly 80% of users who use Third-party payments have opened online banking, and 14% have opened mobile banking services. In addition, in 2010, China's online bank registered more than 300 million users, accounting for about 60% of the total number of users, the market volume reached 553.75 trillion yuan, the data in 2009 is 404.88 trillion yuan.

China has: Alipay, Tenpay, ebay, Yeepay pay, hundred pay, Cloud network payment, PayPal, fast money, remit the world, the first letter easy to pay, IPs, online banking, eight hundred pay dozens of online payment platform. Makes the website, the enterprise, the individual in the electronic Commerce environment, has the more full choice leeway, the flexibility and the autonomy is stronger.

Because the brand influence and the cover range are different, the payment platform's market application gap is big. 2010, Alipay 50.02% of the market share leader in the payment of enterprises, accounting for half of the online payment market, Tenpay to 20.31% of the market share in the second place, fast money and remit the world are ranked third and fourth place respectively.

At the same time, the State has increased its management of online payment platforms and tightened the security of online payments. The rules for the implementation of the regulations governing the payment of services by non-financial institutions are issued successively. The policy has made clear the final policy explanation for obtaining the relevant financial service licence.

Iv. Internet users have developed a habit of buying and consuming online

At the end of December 2010, the scale of Chinese internet users reached 457 million, China's mobile internet users reached 303 million. Internet shopping usage continues to rise, has now reached 28.1%. Internet shopping users grew by 48.6%, internet penetration rate climbed to 34.3%, online shopping has become a consumer life habits, widely penetrated to the user's daily life and work, become the important consumption channel of people's Daily consumption.

Most Internet users have been shopping online as the main purpose of the Internet. Among them, 84% Internet users in the mainland will be online shopping as the main purpose of the Internet, Taiwanese consumers and consumers in Hong Kong to net purchases are 67% and 50% respectively.

Online transactions in addition to household goods, 3C products, books and audio-visual, home appliances, clothing, maternal and child supplies, shoes and other products closely related to daily life, cultural products, machinery, chemicals, luxury goods, fashion supplies and other industries and high-end products have gradually become people's network to buy objects.

Website environment and commodity information through direct stimulation of the eyeball generated indirect consumer demand, many netizens roaming shopping platform to become a hobby, often in the aimless click of the Web page generated a purchase behavior. Online shopping daily transaction peak of two, one focus on night rest time, one is concentrated in the afternoon working hours. The convenience of online shopping allows users to be free from time and space constraints and make full use of their leisure time to shop on the Internet.

V. Interactive function to meet the needs of netizens

One of the main factors that affect Internet users ' purchase of shopping malls is the evaluation of other netizens ' products. In particular, to buy relatively high prices of products, at this time users need to be able to truly understand the actual product information channels and platforms, only consumers in the face of consumer communication, consumer vigilance will be minimized, or even directly to the unconscious consumption into active consumption. At this time, SNS "interactive", "immediacy", "convenience" characteristics, just meet the information sharing needs of netizens.

Mr. Lee to buy a 5000 yuan in Jingdong Mall notebook computer, in the targeted search will appear after 20 variety. At this time the first factor affecting consumption is "brand impression", the second factor is "functional gap", the third factor is "price gap." Through the comparison of three links, the computer included in the purchase scope has 5. At this time, the real impact of the purchase is "social marketing" in the Word-of-mouth spread. Friends in a careful view of the 5 computer users after the message found that a certain product although the brand is relatively not well-known, but the appearance of beautiful, fast operation, long after the sale, but also presented a U disk gifts, then immediately decided to buy.

Although this is only a case, but can definitely represent most people's online shopping psychology. Especially in recent years, users in the purchase of sales of hot cosmetics, food, maternal and infant supplies, 3C goods, household items and other commodities, to understand the real product consumption information needs of the continuous enhancement. Also directly promote the SNS function in the use of E-commerce platform.

Today's e-commerce has been from the portal marketing, vertical development to the industry marketing, regional marketing, group buying marketing. Although the phenomenon of a single big still exists, the whole market bread is constantly being refined by the small and medium-sized electric business cut away. More and more mature electric business consumers, will also be on the electric business services, commodity quality, after-sales service, purchase process, price advantage, logistics speed and other aspects of the comprehensive requirements are also getting higher. The role and task of SNS function in e-commerce platform will evolve with the deepening of marketing system. Product homogeneity, price transparency, logistics problems, and so on, will be accompanied by SNS continuously reverse to the merchants and businesses. SNS will also from the electronic Commerce platform's auxiliary function, the development evolves into the mainstream product, and with the commodity sale, becomes develops and maintains the customer the interactive tool.

The function of SNS community in e-commerce platform is to transfer the independent socialization marketing way directly into the electric business platform. In order to shorten the marketing process, master market information, stimulate the sale of goods, to meet the needs of netizens friends. The electronic Commerce website not only provides the transaction service, but also integrates the massive information and the network, becomes the consumer to understand the newest consumption idea, the fashion and so on information important position.