Online retailing: Creative marketing PK Intensive cultivation

This reporter Liovi online retailing in China has more than 10 years of history, now, from books to diamonds, online shopping all-inclusive, the network in the retail channel plays an increasingly important role.　　According to the Chingko Research Center, China's online retail sales in 2012 accounted for 4.91% per cent of social sales. Looking back on the development track of online retailing, we can find that the subversive transformation of the network channel to the retailing industry is embodied in supply chain, commodity type, customer relationship and experience: from the point of view of supply chain, the channel structure is thinned by the network retailing. The traditional retail channel is naturally separated by space distance, so it can form the pyramid-like multi-level agent structure of the general generation and the regional agent layer. The rise of the network channel, first for the so-called regional "channeling goods" to provide possible. In addition, some network operators from the beginning of the birth, it formed a "front shop after the factory" model, cast away the intermediary agent at all levels.　　Overall it seems that the transformation of network retailer to channel structure reduces the cost of channel in retail industry. From the type of commodity, the minority needs in the network channels are respected. The network provides a broad and inexpensive retail platform, making the original "niche" to difficult to support an entity retail outlets or into the physical outlets of the demand for sales in the online retail platform to meet, and these fragmented but a large number of small minority demand to bring the total sales and no less than the best-selling goods. On the eve of this year's Mid-Autumn network hot cakes die For example, ground channel only in the specialized wholesale market (not for individual consumers), originally also only a small number of DIY enthusiasts through the Consumer-to-consumer platform and Vertical network forum to buy, the network merchants sell goods at the same time will be accompanied by DIY cakes recipes and methods for users to refer to,　　Objectively led to the moon cake mold and other DIY materials demand for growth, coupled with the timely Consumer-to-consumer platform for the promotion of small demand for goods selling situation. From the perspective of customer relationship and experience, the self-service shopping experience makes the consumption process easier. In the supermarket is not popular, many children have to hold the money in front of the counter to buy a packet of snacks but dare not open the experience, in the increasingly virtual interpersonal mode today, in the physical outlets by the staff of the next step is enthusiastic service for consumers and must be a pleasant experience.　　This can explain from one side why some luxury goods can still be online, in addition to price factors, self-service shopping can make consumers more calm and self-confidence. Although online retail sales have grown at a high rate, profitability is still a problem for retailers. The network provides a great convenience for commodity parity, low-cost competition will crush the interests of the network, and maintain a reasonable profit mainly through the following two aspects: on the one hand, and traditional retail similar, intensive cultivation of strict control costs. Supply chain to the distribution of goods logistics management, merchandise invoicing management, customer relationship management, for the production of the Enterprise also involved in the management of the manufacturing process, all aspects of the need for more scientific and professional support to reduce costs. Taking logistics management as an example, according to relevant research data, China's logistics cost accounted for more than 10%, far higher than Japan's 4.8% and 7.1% of the United States.　　For the network retail, due to the distribution, the logistics cost may be higher, but the reasonable procurement, warehousing, distribution planning will effectively control the logistics costs, especially for electrical appliances and other commodities. On the other hand, relying on internet advantages, creative marketing to explore the demand for impromptu consumption. Because of the low transaction cost and the combination with the Community function, network retailer is very helpful to arouse the irrational or non-essential consumption behavior of the group. Take the recent big hot group purchase as an example, this phase of group buying has deviated from the initial group of demand to create the process of group purchase (in the past, the field of home Improvement Building materials group purchase is such a process). At this stage of the purchase is often created by the preferential demand, that is, the original user has no plan to buy goods or services, in group buying concessions and collective consumption behavior enthusiasm, create a consumer behavior. In addition to group buying, Taobao on some personal sellers of marketing methods are also worthy of reference, community-style collection of buyers, the buyer group with a special intimacy title, and through appropriate language guidance, so that buyers have to join the group's superiority, marketing to adopt the way of starvation, the formation of crazy snapped up the "atmosphere", in this atmosphere,　　Buyers ' rationality is difficult to control their consumption behavior. In the actual online retail operation, the enterprise for intensive cultivation or creative marketing is often focused on, standardized goods such as books, electrical appliances often choose the former, the scale effect may make this kind of enterprise concentration further increase, and the choice of the latter enterprise is more likely to show the situation.