Reflection on brand marketing caused by e-commerce cold Ice Age

In 2006, when E-commerce began to become popular and popular, the creation of "China's E-commerce brand" became entrepreneurs, E-commerce enterprises, traditional enterprises, investment institutions eternal theme. But in the course of the 5 years of the electric business War, "electric commodity brand" seems only to get wind, to burn money, to be listed in the giant electric dealers have relations, medium and small electric dealers and development-type electric dealers, has never been a slogan has not been any practical action.

In 2011, with the wave of madness and the rise of the IPO peak, the Chinese e-commerce in the cold Ice Age caused by group purchase network turmoil, China's e-commerce market environment, "brand bottlenecks" finally can not conceal, the overwhelming impetus of the market chain reflects.

The so-called Chinese electric business cold Ice Age, the author of the country think is not the market environment to a dead end. Because when, every guest, 58 with the city and other large electric business platform is still a rapid development trend, luxury e-commerce is also menacing. Just from the million regiment to the regiment, the time is too short, even some of the large electric power to invest is very unreliable, making the overall situation of E-commerce market is obviously unstable. Thus exposing most of the electric business website, excessive pursuit of market share, blindly expand, and not really put the brand marketing to implement the drawbacks.

Brand Marketing is just a slogan

For most of the small and medium sized electric business website, the pioneering electric business website, the traditional enterprise speaking, founds the electronic Commerce brand, carries out the brand marketing. Can only become an important part of the business plan, and become the hot talk of every meeting. Truly can brand marketing as the core competitiveness of the enterprise weapon enterprises, just drop.

Because the successful financing of the giant E-commerce, the smooth listing, so that the small and medium-sized electric operators ignore the success of any brand, it is absolutely impossible to be overnight. E-commerce brand creation and shaping, need not only time, but also need to be down-to-earth to continue to expand the advantages of enterprises, but also the key is to rashness to continue. Only blindly optimistic that E-commerce is to spend the money to invest, is to go public financing to make the masses of money.

So when the need for brand promotion and marketing planning, the boss will always cut and cut the cost, and even use the promotion to assess the market team. Thus virtually for oneself dug a "marketing pit", and calmly will bury himself.

Example: A Shanxi jewelry business, in the local offline market can do billions of of the annual share. As a result of the experience of the luxury electric business of the bright future, see the vast market of E-commerce. So determined to carry out e-commerce, but because in the network brand influence and reputation is completely zero, so all must start anew.

But companies can not accept this fact, insist on the offline brand influence to the line, but not willing to pay for system packaging. Only want to pass the line issued a single page and membership card in the form of transformation, the result is in the waste of half a year, the electrical business team announced the dissolution. This is the brand marketing only as a result of the slogan.

Second, the brand marketing can not be sustained

Expectations of short-term returns are too high for most electric-business bosses. Never do three years of fighting preparation, always in the spirit of not making money immediately retreat ideas. So even launched a marketing and brand promotion, but also three days to fish two days of lizard screen. Want a soft article to send out, the website traffic immediately reached the top three.

Due to the persistence and competitiveness of market promotion, systematic and sustained brand marketing is regarded as "unproductive". Will only richest the mind, how to use such events to spend the least money to attract netizens eyeball. This kind of opportunistic way, indeed is also has the website to be successful, but will only form the day the flow surges, after every day like skiing to drop desperately. Because of this site, there is no systematic eye-catching strategy.

In the age of information explosion, a common white-collar workers to unconsciously contact with hundreds of business information, if a brand does not continue to promote, will be in a few minutes after the netizens will be forgotten.

Example: A snack for the company, combined with National day or Singles festival and other major festivals, through the soft text, forums and other promotional activities carried out. Activity on the day the flow of more than five times times the usual, but after the activity stopped immediately returned to the normal state, the new attracted members have not logged on the site. is because the Netizen, has been other website's brand marketing propaganda to attract to go, completely forgot this website existence.

Third, the brand marketing can not be pragmatic

Some electric business enterprise brand Marketing is the self approval, ignoring the consumer's feeling and the actual service ability, the whole company from top to bottom brand consciousness is almost zero. From the speed of the page, the purchase process, customer service to answer the phone's attitude, the speed of logistics, product quality. These links have never been taken seriously. Enterprises believe that only improve traffic, expand sales, is the most important work, other issues are

From the service system did not fully get the investment of the "pig into the ring net", and then to spend money not to get "fooled" netizens "Wanyuan Gift Mall", and then to pay attention to the price does not pay attention to the quality of the group purchase site. Can not put the brand marketing to implement, but only chanting slogan produced a vicious circle.

Example: Most group purchase sites require suppliers, the price must be lower than the market average price, the site itself to maintain the profit of more than 10%, it is forced to the supplier must be in the quality of their brains, group purchase site in order to make money in the customer service to "drag" mainly. Internet users to buy the product is not satisfied, but also returned without a door, the passage of time will buy a dislike. At the same time, some of the site's irrational expansion, making the site's profitability is not enough to feed too many employees, but the brand has a negative effect.

China's e-commerce in the cold Ice age, said a thorough some of the vicious overdraft brand marketing caused. No real product competitiveness, service competitiveness, price competitiveness, no system of brand packaging, no comprehensive supervision of the self-examination. Just blindly pursuit of traffic and sales, false exaggeration of their marketing ability, which led to the failure of most of the site.

2012 will not be the end of the world, but for most of the electric business enterprise is the end of the enterprise. Because the user's shopping habits have been "used" by the Electric Business website "Bad", it requires that the electrical business site must be from the external brand publicity and the internal brand building, the next big effort. Enterprises must understand that shaping E-commerce brand is not the development needs of the enterprise itself, but the special requirements of e-commerce market environment, there is no brand credibility and influence, in the E-commerce market environment is doomed to go not far. Only in dribs and drabs, the intangible resources of the brand into tangible service ability, can truly attract netizens. With a good reputation for profit, listing will be a goal, not a dream!