The brand competition of the electric business brand marketing

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

In a variety of marketing practices we know that there is a marketing approach is now a lot of enterprises and even individuals are doing, that is brand marketing. And in the present market competition increasingly intense time, the brand marketing market position and the function also more and more outstanding. This particular performance in relying on the internet and the rise of the business industry, many products are now facing product differentiation, leading to a competitive advantage is gradually diluted, and the creation of a competitive brand to become the power of the market to seize the core.

As a power business enterprise how can we build a competitive brand? I personally think there are three points: brand awareness, products, brand culture, the main website.

1th: Brand Awareness

Brand recognition is the prerequisite for us to build brand competitiveness. Whether it is to the traditional enterprises or the electric business, to build a higher brand awareness is the first prerequisite and foundation to build brand competitiveness. And now has already passed the original "wine is not afraid of alley deep" product marketing era, now simply rely on the provision of products and services to seize the market this road has long been unworkable, network brand building is also so. Remember a data survey, online shopping behavior, the recognition of high brand more easily attract the attention of consumers, which directly affect their purchase intention.

The establishment of brand awareness is mainly based on media publicity, including network media, including traditional media such as: television, radio, newspapers and so on. This era combined with the celebrity endorsement of the media is the promotion of brand the most effective and quickest way, and now many electric companies are also keen to use this way to promote the network brand. such as poly beautiful products will be popular idol Han Gengjing into the under, 58 with the city hand Yang, pull the handle net is tightly pulled GE hand, and at the same time apparel class of the consumer website also lonely, like Van Han, Dan, Xiaoming is already hit, and fashion female online shopping dream Bazaar to find the endorsement of Fan Bingbing seems to be the net to buy star endorsement This marketing means to the extreme.

As far as the promotion of network brand, it is indispensable to build brand recognition through search engine. Consumers ' perceptions of related products through search engines increasingly affect their actual buying status. In this process, the electrical business can do is to continuously upgrade the brand products or services in the search engine rankings, whether through the search engine optimization or through direct bidding rankings.

2nd: Product

Products are our main core to build brand competitiveness. If the cognitive degree is to enhance the brand competitiveness of the premise, then the real core of brand competitiveness is the product or service technical force, mainly reflected in product development, design and technical innovation capabilities. The convenience of the network for consumers to provide a wide range of products, but the diversity of products can not conceal the proliferation of product homogeneity, how to find the relative brand differences, to open up their own absolute market, which is the Internet brand to promote the difficulties and bottlenecks, but also the value of Internet brand promotion.

In terms of the competitive landscape of the industry, more sites just provide a trading platform, a link between merchants and consumers trading platform, Taobao so, Jingdong, when the same, such a model and easy to replicate, its core competitiveness is not prominent, and did not occupy the initiative of the market competition. And by many people in the industry inquiry of the follow PPG mode of the goods, although externally advertised its products in the design of the absolute originality, but the design of "plagiarism door" or let every guest less than the past self-confidence.

3rd: Brand Culture

Brand culture is our important supporting point in building brand competitiveness. Brand culture is the connotation of brand, is the guarantee and support of the spread of the brand. A brand without a cultural connotation is like a building without a foundation, no matter how gorgeous and tall the appearance is, one day it will come tumbling down. Brand to consumers is an emotional experience in addition to functional requirements, it is this subtle emotional experience, so that consumers generate trust and support for the brand.

Many Internet brands are short-lived, because they lack enough brand culture, and then lost the direction of development in the vague brand positioning lost market. Refers to the network brand, people first thought is fast fashion, no foundation, relative to the traditional industry brand value, the network brand value in the product is not fully reflected, low-cost online shopping products everywhere, and occupy the majority of the product content.

In the field of consumer, especially the most competitive apparel market, Taobao 54.2% of the market share to occupy the first, closely followed by the 15.1% market share occupy the second seat, the two can be accounted for the majority of the Jiangshan. However, from the internal Taobao statistics, 73% of the net purchase users to accept the level of commodity prices below 200 yuan, product prices in 200-300 of the mid-range market accounted for only a few poor 18.3%, where the goods provided by the commodity price is to adhere to the style of civilians, in the long run, This is not conducive to the promotion of the brand competitiveness of every guest. And once the low-cost market competition tends to be white-hot, where customers want to enhance the brand image in a short time, open up the high-end market, its ability to grasp the high-end market and let the industry worry.

4th: main website

Website is as we build brand competitiveness of a carrier. When the electric business enterprise completes the network brand promotion all preparation work, as the brand display carrier's website also naturally becomes the attention focal point, namely includes the user interface design also including the website content layout, takes into account the vivid and the interactive combination, builds the user needs the experience platform.

Website interface as the only display platform for electrical products, its importance is self-evident, people-oriented design concept must run through the entire site's architecture. This is like a physical shop store decoration, in line with consumer aesthetic needs of the decoration style can win potential customers favor, on the contrary, not only will make the existing customers to freshness, but also not conducive to the development of potential customers. In the product differentiation competition gradually loses its advantage today, the user interface design of the client website undertakes the important task of encirclement. The design of the user interface not only involves design, but also integrates psychology and linguistics. The good user domain faces the consumer, not only is the sensory enjoyment, more important is can reach and the user emotion Exchange The goal, the close user and the electricity merchant's distance, and this is very important to the brand competitiveness construction.

Personalized recommendations for different users can enhance the user's sense of brand ownership, is an effective way to enhance interaction. The competitive network brand enhances its differentiation advantage by providing a distinctive brand experience, and achieves the goal of enhancing the value of brand equity. The key to creating a network brand is to provide different personalized experience for different consumers.

The promotion of network brand in a certain degree can learn from the traditional brand promotion model, but the network's dissemination characteristic lets the network brand in the promotion channel and the way has the more choice, the reasonable effective utilization network dissemination interaction and "0 distance" dissemination superiority, to the network brand promotion has the very important significance.

Summary: Personally believe that the future of electric business marketing will be more inclined to brand marketing, because now more and more shoppers are more concerned about the brand of products and services, so to create a competitive network brand is as essential to the electrical business enterprises. Purely personal humble opinion, I hope we do not shoot bricks!

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