Supply chain, Value integration: more integration and openness

Guide: Based on consumer cognitive characteristics, we can see that the emerging Internet brands and traditional big brands are easier to choose among consumers.

The High-profile "Double 11" war, with the cat platform up to 24 o'clock 0 o'clock to achieve total transactions reached 57.112 billion yuan curtain. In addition to Ali, other electric operators are also red, Beijing-East World single volume is more than twice times last year, Gome online sales rose 10 times times year-on-year, the only product will be 346 million yuan sales, Shun Fung preferred sales of 72 million yuan. "Double 11" has literally become the largest commercial promotional activity in China and even the world. "Double 11" in the sixth quarter of the reason for the surge of attention, not only is the amount of day sales, but also behind the mobile interconnection technology as the support of the network era cut hand family consumption patterns change.

1. Anywhere under the single, "Home" to buy the world

Customers buy things more randomly and more conveniently. There has been a fundamental shift in customer buying behavior, and online buying has become increasingly a habit and fashion.

2014 "Double 11", Ali Mobile end of the turnover reached 24.3 billion, is 4.54 times times the mobile turnover last year, accounting for the total turnover of 42.6% this year, set a global mobile electricity business platform transactions in a single day record highs. Other Electronic Business platform mobile end shopping is almost the world with PC leveled, Beijing-east mobile transactions accounted for 40%, Gome online mobile transactions accounted for 50.8% and so on.

2. Corporate trust is getting lower, giving a professional sense of the brand is easier to choose

Customers can control more and more information, enterprises more and more transparent in the eyes of customers, social environment, the lack of trust in the background, people are more and more suspicious of enterprises. Because of this, the "professional" brand is also easier to choose. Professional, it means that the product quality is guaranteed, which means that customers can bring more benefits, will make customers feel better for themselves. Millet by virtue of its products cost-effective, as well as a unique "focus, Ultimate, Word-of-mouth, fast" marketing model, very good for customers to create a "professional sense", in sales also received a direct return.

3. The likelihood of experimenting with new brands has increased, and more loyal customers known as "powder" are

Faced with more and more homogeneous brands, we are more and more picky. Because we have more and more products around us constantly tell us "I am good, I am good, choose me, choose Me". What if the products we use now make us feel bad, not entirely in line with our own wishes? Buy another brand and try it again, maybe better!

It seems that customer loyalty is getting lower.

Customer loyalty is becoming more and more difficult to build, but once established, it is the strongest and most unbreakable in the sky. More and more loyal customers are known as "powder". How powerful is the power of "powder"? Look at the apples and the millet. Once you become a "powder", customers will recommend this brand to people at all times and places (online and offline) where they can advertise their brand, and fans have enough motivation to participate in the product design. So, Lei will say, we serve 200,000 users in depth. Enterprises without fans are destined to be eliminated.

Based on the consumer cognitive characteristics of consumers, we can see that the emerging Internet brands and traditional big brands are easier to choose among consumers. "Double 11", the various categories have shown the characteristics: in the field of beauty, the second, third, fourth is the United States, the hundred Gazelle and Nature Hall, they are traditional brands, ranked first for the network brand of Aphrodite. The fierce competition in the women's brand, the Han are clothing homes, the Mann, aka is the Internet brand, Uniqlo, Othli and other traditional brands also perform well.

4. Supply chain, Value integration: more integration and openness

Today, enterprises are increasingly unable to complete through their own capabilities, from the procurement of raw materials, organization of production, to carry out marketing activities, the whole process of completion of transactions. The whole process has raw materials suppliers, distributors, marketing partners and other aspects of the participation of the main body.

To enable customers to have a better experience, all aspects of participation in the subject must be value integration, because each participant represents the behavior of the enterprise, its external activities directly affect the customer's understanding of the enterprise.

Fang Hongbo, the chairman of the United States, who went to the cat's "Double 11" live scene, may be the best answer: "More than just using this platform to expand the sales and share of the electricity quotient." More importantly, through the cooperation with the cat, can promote the traditional manufacturing enterprises in the back-end value chain transformation, such as design systems, product systems, service systems, rapid response systems and other aspects of the improvement, and so on. ”