Reflection on the comparison of peer product promotion

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

A few days earlier, the author received from Shenzhen to Changsha, a car park facilities and parking lock manufacturers boss. The conversation learned that there are a number of electrical companies from the manufacturer to take the goods, and then OEM sales, its operating status is diametrically opposed. I read the company last year's bill, analysis of the company only a slight profit. Why the same product, its operating status will be different, please allow the author one by one anatomy.

First, parking lock a manufacturers status

The main production of the factory parking spaces locks, road gates and other parking facilities. Its main sales channels for online search engines, offline distributors. The author views its website, is a very crude rough site, even with Google browser to open all dislocation. This website's SEO is also so-so, Baidu traffic is 13. But the company put a large number of Baidu bidding ads, put territory for the whole country.

During the conversation, the company's parking facilities are mainly used in car parking locks and deceleration belt best-selling. Its customers the first major source is the following several dealers and OEM brands, the second largest source is the project by Baidu bidding, SEO brought customers can be almost negligible.

Analysis: The company for the manufacturer, has the cost advantage of the product. Second, the product line is relatively wide, such as car park facilities can be cross sales with traffic facilities. Finally, the factory sells a large quantity of products, so profitability is good.

Second, OEM brand B

b Brand for OEM products, but also from a manufacturer to take goods, and then packaging for sale. From the record information of the B website, I can see that it is a brand operating company in Shenzhen. Its product sales channels are mainly search engines, almost wireless under the salesman and other teams.

Brand operators on the Internet to create a brand is indeed a set. B's website is very atmosphere, its brand logo, product promotion page, video and customer cases, in the entire parking facilities site is a first-class.

b brand in the Internet promotion, mainly rely on SEO, PPC, Baidu know platform and soft text promotion. The brand operating company's SEO level is good, should be a team in operation. and its PPC and soft, and so on, always in the continuous publicity b management of this brand, so that the brand words in the Internet-related places pervasive.

Analysis: OEM brand B success is not accidental; first, the product positioning in the high-end, profit is considerable; second, Precision brand bombing marketing, such as its Network Alliance advertising highlighted the "B" brand words; third, b and a together for Shenzhen, a single piece and wholesale products directly from a factory to take goods, save the logistics and other costs, no inventory risk, Make it cheaper.

Iii. Personal Operation C

C for the author with the city, the author of the online search for its data, found C from the 80 floor and other net earning forum. C is not operating a This brand, he at the same time in a number of manufacturers to take goods, but mainly operating a brand.

C Sales channels for Taobao, second, C also in 58 and other classified information on top of a large number of ads. I look at the Taobao store C, shop is the second half of last year, the average daily maintenance of two or three orders of sales. I do not know whether C there are other Taobao shops, but he is a full-time Taobao shopkeeper.

Analysis: C's profitability must not be compared with the manufacturer A and OEM brand B, the author looks at its operating parking lock Taobao shop, a rough estimate of about 3,000 per month about the gross profit. But c basically can't do the project list, the quantity is very difficult to do.

Iv. OEM Brand D

This is the author of the company's operating OEM brand D, its sales channels are mainly online search engines and Taobao shops. The author of the company also put a lot of keyword ads, do the site's SEO, and the industry's main words are ranked first in the top 5, but also opened Taobao shop, and people decorate and so on.

But the author of the company last year was a loss. Why are most of the peers are profitable, and the author of the company's operating car lock products will be lost? Compared to a, the author of the company has no product cost advantages, there is no dealer; compared to B, the author of the company's product branding is not so professional, from product planning, packaging to promote, B products brand operators are far better than the author company; Compared to the personal Taobao store operation of C, the author of the company has human costs, shops and other costs, and every C so flexible. C's Product price 50 yuan, he can sell 60 yuan. But the author of this company is to smash the company's own brand, and the profit is too low, no value.

Through the analysis, the author analyzes the company's operating team is too large, such as the company is mainly engaged in parking spaces to the main parking facilities, but a website to build a team. And the construction station this aspect already is the Red Sea, the profitability is not strong. Second, the site for the mall, the sale of products too miscellaneous, bounce rate is too high, and difficult to take the project list. From this year onwards, the company cut off the site construction team, including several programmers and artists, for a low rent near the auto market House, focus on the position of the cart lock products.

What companies do is to save costs and focus. The effect is that, starting two months early, the company's order and profitability level significantly improved. Moreover, the enthusiasm of the members of the company has also been improved, because wages are linked to product sales, product sales good, employees must be passionate about doing things.

V. Write in the last

Electronic business, many times the details determine success or failure. If the same kind of products, or an industry, some companies in the profit, some companies in bankruptcy, if your company profitability is too poor, it is necessary to seriously reflect, and strive to absorb the strengths of peers, and as far as possible the situation of peers, so do the electricity quotient, the number of wins will increase.

Article by drizzle parking lock www.mmyqp.com original, reprint please indicate the source.