New electric dealers staged brand battle

China's electric business after years of development, has formed to the days of cats, Jingdong, suning easy to buy , when the main first camp. In a camp dominated by the vast majority of the market, the "see the meat grab" of the homogenization situation is very serious. So that a book to sell, other families must sell books, a sell fresh, other home will sell fresh phenomenon. The price war is the only way to solve the problem of homogenization so far.

In the second camp, which consists of 10 percent stores, first-time and new electric dealers, the precise brand positioning and the excellent brand marketing are the new rules of the game. To positioning as "inventory clearance of the site" of the 10 percent stores, for example, the most exciting selling point is to 05 percent-30 percent of low-priced sales of branded goods. Compared to sites known for their low prices, such as Taobao, 10 percent stores to provide the brand tail goods are authentic protection, to meet the quality requirements of consumers; On the other hand, the Beijing-east and other sites of similar commodity prices in general price of more than 30 percent, which means that 10 percent stores will be more price-sensitive users of the favor so, "authentic + low price" Brand positioning, to become 10 percent stores in the new electric business rally in the core competitiveness.

(as compared with the old electric dealers, the new electric business circles are especially harmonious because of the brand positioning)

As shown in the table above, each new electric company in the excavation of the most distinctive characteristics of consumer demand, and establish its distinctive brand identity, to delineate their own "sphere of influence" to reduce the competitive friction of differential positioning. This kind of electric business circle Rare see harmonious situation, like a wisp of "small fresh" spring breeze, has brushed off the first echelon to create the smoke.

Brand protection into new electric dealer feet before the Thorn

Although the new electric dealers because of brand positioning differences in the cause of the reduction of a lot of growth resistance. But that does not mean there is no competition from the new electricity dealers. Instead, they all met the same opponents. Especially those who are good at "imitation" and "copy" of small e-commerce operators, with a sensitive network marketing sense of smell, any growth of the concept of marketing, will become its follower or even counterfeit objects.

"For new electric dealers, brand protection is like a thorn in the front of a foot." "10 percent store marketing director Xu Long said in an interview," as we take the way to buy out the tail, not only can we guarantee the absolute initiative in pricing, but also to ensure that the sale of goods absolutely authentic the core competitiveness based on brand positioning once stolen, will not only affect the customer's consumption experience, will also bring many obstacles to future operations. ”

Xu Long further introduced, currently 10 percent stores have hundreds of thousands of registered users, daily average of about 2 to 30,000, 3 months repeat purchase rate of about 40%, "authentic + 10 percent" selling point has won the trust of some consumers. In the "10 percent shop" This keyword became the search for new hot words online, they registered "10 percent shop" common Web site, wireless Web site to protect the brand.

It is understood that the common Web site is based on national standards of Internet address resources, with unique, exclusive and exclusive characteristics, in the legal business identification function, can be called the Enterprise "network identification." At the same time, the registered general Web site has become the operation of the electric operators "standard" action. Generally speaking, the electric business generally through registers the common website, the wireless website, the credible website, carries on the commercial protection to the enterprise own brand, the website name and so on important information.

According to the investigation, whether it is the old electric business Taobao, van, Jingdong Mall, excellent Amazon, or the upstart Shun Fung optimization, have been generally enabled this set of network brand protection strategy. And the new electric business camp, in addition to 10 percent stores have taken the lead in the deployment of the general Web site, wireless site brand Protection offensive, the Ocean Terminal and the first engraved network in the brand protection has not yet clear action.