Talking about the development of promotion to brand operation

During the last week of the 51 long vacation, all kinds of promotions slowly began to cool. According to the news, during the 51 period, the daily average is close to 20,000 through the full coupon promotion. Really like a good buy this through sales sales of the business is not very much, most businesses believe that through the sales promotion in the same time, the company's brand promotion is very helpful.

In the development of E-commerce today, a lot of electric business enterprises have crossed the wards, to solve the most basic survival problems, the brand of precision tillage and refinement of the operation is gradually referred to the agenda. However, how to effectively carry out brand development, reasonable through the promotion of brand image to further stabilize their market position has become the most important to consider the development of enterprises. The following author on a good buy promotion as an example, talk about the promotion of brand operation of the development.

Happy to buy, the current China's largest footwear vertical consumer, founded 4 years after 3 rounds of financing, at present in the user volume, goods supply, user experience, service has been far ahead of the industry's competitors, the basic end of the brutal growth period, entered the brand fine tillage period. In order to do the industry first, good music to buy the biggest competitor or the user's "traditional buying habits", how to let more users "perceive" the comfort of online shoes is a good buy the current development of the first task, and the effectiveness of brand operation is reflected incisively and vividly.

The advantages of promotion to brand recognition

For a good buy 51 promotional activities, good buy to take is the full return, purchase on the return of 50 shopping coupons, more than 200 on the return of 100. Last month, the author side to understand the daily average of 8000 per day, peak 1w5, the 513 days daily average of 20,000 really give a good music to buy a very big surprise. Believe that there are a lot of users are directed to the promotion of activities to buy shoes, but the order of the leap for good music to buy this kind of profit-making yell, can be said to have achieved success.

Second, the promotion needs the perfect user experience as the guarantee

On the one hand to give back to the old users, on the other hand to attract new users of the registration purchase, promotion seems to be the perfect way to promote brand. But the promotion brings the huge order quantity at the same time, to the electric business enterprise supply chain and the distribution service all put forward the big test. An instant order is bursting, if there is not enough guarantee in the supply and distribution, the user experience drop, often will get counterproductive effect. So, if the effect of the promotion is the user's bad cognition, then the promotion would rather not do. The author observes, the good music buys in the promotion period goods supply and the distribution did not have any disclosure, appears the good music buys for this big intensity promotion to make the long-term preparation, in the entire company's operation also has demonstrated its steady side.

Third, the promotion does not guarantee the user the loyalty degree

There is no doubt that promotions can bring a user's awareness of the brand. But how much loyalty to the brand can be pulled by a promotional campaign? According to a survey, the proportion of consumers who have bought two of times through coupon promotions is low. This shows that the dream through promotional activities to bring loyal users of the enterprise behavior is tantamount to armchair. Indeed, consumer loyalty is determined by the user experience and services, only to adhere to the user experience of disdain, to ensure that enterprises get long-term benefits. The author observes, the good music buys since on-line 4 years, has always thought the user provides the convenient and comfortable user experience for the purpose, looks, the good music buys understands, the promotion only can be the icing on the cake, but the long-term development must rely on the service user which insists on disdain.

Iv. excessive promotion is not conducive to the long-term development of enterprises

Brand building is a necessary link of enterprise development, but it is not the core of enterprise development. Using the good brand operation but not indulging in the brand is an important guarantee for the good development of the enterprise. With the electricity market hot, the "Great Leap Forward" period of the emergence. Many companies to seize the market and win beautiful sales performance, through the promotion of large intensity, coupons, group buying activities such as the so-called "enclosure", does not consider the overall operation of the enterprise coordination and development. A large number of market input leads to insufficient logistics support, supply chain capital chain break of the situation is not uncommon, no margin protection of enterprises, even if have a good brand and the big market and what use, PPG's bankruptcy has given a lively lesson to similar enterprises. The author observes, the good music buys the return coupon is the whole field return 50, in the past buys the coupon on the strength and the amount is far smaller than the same industry level, compared to the footwear 30% profit, the good music buys the promotion intensity is also acceptable. In the electricity business company General Brain Fever today, the author even to the good music buys the development to express the admiration.

In the experience of brand operation, electric companies are still in the initial stage, such as Van, Jingdong and other pioneers have achieved a certain degree of success, but compared to traditional enterprises there are many places to study. Sales promotion is only the most basic part of brand operation, and the refined brand operation needs more companies to explore deeply.