The new concept of Network Marketing service integration: The network big fruit retailing

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The online retail store, published by the American online retailer magazine, "the 2006 Best online Retail Site TOP50, reflects the level of on-line retailing that today's best online retailers can achieve." Selected online stores from large retailers such as Amazon.com to small online stores such as musicnotes.com. The online retailer Thefruitcompany.com, which is listed in TOP50, has been attracting attention because it has been selected as the only Fruit Retail site TOP50 in the online retail website.

The status and problems of domestic fruit websites

Since ancient times, China has been a big fruit production and fruit consumption, for a long history of traditional fruit retailing, the fruit market is vast, the huge consumption potential is self-evident.

With the abundant material supply and the improvement of people's living standard, more and more urban residents pay attention to diet health and hygiene. Fruit with its rich nutritional value and the modern "three high" disease and cancer and other diseases, it's more of a day's diet, and for the contemporary white-collar class, fruit as a staple food also adds modern elements such as fashion, taste, beauty, and weight loss to become a particularly popular food.

In fact, according to the living habits of our people, fruit for any age group is the application of even indispensable food. No food can replace fruit, from the aesthetic to the taste to the nutritional value.

The basic methods of traditional fruit retailing are: fruit stores, fruit supermarkets, integrated supermarkets in the fruit retail area, these forms of retail fruit although relatively extensive management, service is a single, can not really meet the growing customer's personalized needs, but because of its convenient, inexpensive, all over the big and medium-sized cities of the streets, So every day there are considerable sales and maintain a fixed source of customer and mobile customer source.

E-commerce and network marketing is precisely the advantages of traditional marketing, such as a 24-hour service, cross-regional services, personalized services and other value-added services. Moreover, the fruits of life can be said to cover all the daily life of netizens, but the current domestic fruit site is very unsatisfactory results.

Through the investigation of domestic related websites found that the domestic fruit industry Network marketing is still at a fairly early stage, the common problems are as follows:

1. Many industries and enterprises fruit sites mostly in information dissemination and network communications, enterprises do not really put E-commerce and network marketing as an effective marketing channels and ways to apply, such as: China fruit net.

2. Fruit net do retail less, traditional fruit retailer Direct Application Network marketing is very few, and fruit production and trade enterprises are mainly wholesale, supplemented by retail, such as Beijing Pinggu green Fruit NET, retail only as ancillary items or for the site to enrich the existence of the project.

3. "Fruit help" such a site to the love of fruit to form a community, with fruit culture and knowledge as the main information and the slide gathering popularity, is more consistent with internet marketing trends of innovative web sites, but the site is not the sale of fruit sites.

4. "Flying Fruit Net" site positioning is high-end fruit plus high-quality Home Service, its main sales of domestic fine fruits and imported fruits. Business philosophy "Quality of fruit, quality of life"

Generally speaking, the common problem of this kind of website is that the operator does not work enough on the marketing strategy. As an industry E-commerce sales site How to effectively attract and retain customers, so that the site really alive is an urgent problem to be solved.

The Network marketing strategy of American thefruitcompany.com Fruit Retail website

Thefruitcompany.com by a family of three generations of traditional fruit Company, founded in 1942, located in the HOOD River, Liegan state, Russia. Roy Webster and his son Wayne Webster manage the business from a 20-acre farm to about 600 acres of orchards with packaging equipment. The company successfully transformed itself into a TOP50 network fruit retailer in the internet era, producing pears and apples that were shipped to the United States and around the world.

Thefruitcompany.com website business model is a typical Consumer-to-consumer network retailer. Its marketing mix strategy is worth to draw lessons from.

1.4P Portfolio Marketing Strategy.

(1) Product mix strategy: For the subdivision of the customer segmentation product mix of unique and meticulous, the site provides a catalogue of fruit products with the following characteristics:

① by fruit Category: According to fruits, nutrition, color can be combined collocation, can also be a separate fruit; by month (season) to provide fresh fruit, according to quality, such as: fine fruit.

② by packing: Fruit basket, fruit tower, fruit box.

③ by gift categories: such as the most recent holiday "Mother's Day Gift", other fruit food gifts, fruit cheesecake, gourmet fruit chocolate.

④ by customers: such as business customers, members, general customers.

(2) Price strategy combination strategy: In line with the product mix strategy and customer convenience to set the price strategy. The price of the website is divided according to the different packing, the price set by the product quality and so on.

The most characteristic of this is the convenience of customer search for goods, according to the price display area, provides a clear price classification search area, by lower than the price of a variety of gift combination series arranged in columns, with a specific picture of the text price description, a great deal of a variety of price demand for the crowd to buy.

(3) Channel strategy: Customer-oriented multi-channel strategy to bring efficiency and benefit to the company. From customer service, you can see the multi-channel strategy that the website adopts. For example, order tracking methods are: Online orders, email orders, fax orders, fruit Shop (entity) orders, as well as Orchard Sales (entity) and so on.

In addition, in the distribution of logistics can also be seen, the company's sales throughout the United States and countries around the world, logistics and distribution methods, including physical store pick-up, the company's proprietary logistics distribution, Third-party logistics and public logistics multi-channel logistics mode.

The payment method also includes the online payment and the delivery to the payment multi-channel payment.

(4) Promotion strategy: The leading idea of keeping customers makes promotion more affinity. From the above all kinds of combination strategy has already embodied the basic idea of company sales strategy is to meet the personalized needs of customers as far as possible. such as product segmentation and portfolio strategy in a variety of gift matching, customer service multi-channel services.

In addition, the company in the promotion of some of the small skills are also worth learning.

For example, the art of Fruit card: as a company gift to each customer gift, that can be used as art collection is the company's promotional materials. It is worth mentioning that this kind of art card is very artistic taste and exquisite, completely break through the general company's merchandise, and introduce the card design method. This is a kind of affinity customer's design, gave the customer to get to be reluctant to throw away the gift.

2.4C Portfolio Marketing Strategy.

(1) Customer strategy: Customer satisfaction is the root of customer strategy. Customer demand-oriented marketing: from the above site's 4P strategy can be seen that the site's marketing strategy fully embodies the customer-oriented modern marketing ideas

Customer strategy is the most advantage of the Enterprise product "customer customization" principle, that is, the design of the product menu is based entirely on customer needs and design, as much as possible to meet the personalized needs of various customers.

"Our 100% Satisfaction Guarantee": has given the customer related shopping safety guarantee pledge. So that customers can be assured to purchase.

(2) Convenient strategy: Easy to retain customers, retain customers is to accumulate resources. The Web site's multi-channel services and order tracking methods will extend services to the net or even orchards, taking into account the various locations of customer convenience.

The design of the website and the breakdown of the products and services for the customers all embody the convenience of the customers.

(3) Cost strategy: High quality service and low cost operation are important factors of success. The enterprise sells the fruit through the network marketing way to the world itself greatly saves the market expansion cost.

Effective marketing strategy Portfolio to the very low cost of sales to the product as far as possible to the market potential of the long tail customers.

(4) Communication strategy: Effective communication to the enterprise to bring the right direction. From customer service can see the site for the convenience of customer communication to provide as many channels of communication, such as: online, email,fax, fruit Shop (entity) and orchard, customer service telephone, consulting mailbox, etc., the purpose is to facilitate the various levels of customer and enterprise communication, Enable enterprises to effectively obtain demand information to provide closer to the customer service.

To sum up, the success of the Thefruitcompany.com Web site proved that its network marketing portfolio strategy does provide customers with satisfactory products and services, effectively retaining customers, so that their own in the fruit network in the retail market successfully become the leader.

Three, fruit retail Network marketing new concept service integration strategy thinking

First of all, although the enterprise site has physical stores and logistics distribution center support, there is sufficient supply, but there is no original brand advantage.

Second, according to the CNNIC "China Internet Development Status Statistics report (2007/1)" Statistics: China's total number of Internet users 137 million people, the age distribution of the following table:

The total number of Internet users under 35 years of age is 82.5%.

Third, according to the report, netizens often use the website service work survey, the network number of shopping ratio accounted for only 23.6%, and for a variety of leisure, entertainment and other activities of the proportion as follows:

Forum/bbs/Discussion Group 36.9%

Online video watching and downloading (online TV) 36.3%

Instant Messenger 34.5%

Online music listening and downloading (online) 34.4%

File upload download (not including music, video download) 32.9%

Online Games 26.6%

Online Alumni 25.6%

Blog (blog, Web log) 25.3%

This shows that the behavior characteristics of netizens mainly entertainment and leisure.

Finally, because of domestic and regional cultural factors, the site's client target audience includes netizens and non-netizens.

According to the above research and network marketing characteristics, the case of network marketing ideas are as follows:

1. Site Positioning Features:

(1) Network marketing model for the consumer fruit retail website.

(2) The main target customer group is under 35 years old netizens.

(3) Because of the behavior characteristics of netizens, so we locate the website for entertainment (fun) + Fruit Retail Network (delicious), reflecting a fashionable fruit life.

"Fun + delicious", fashion, health is the theme of the website. To "play" to retain customers, gather popularity, drive fruit retail, to "play" customers into "eat" customers.

(4) Website planning in the products and services for reference thefruitcompany.com website successful 4P4C portfolio marketing strategy, and in the art design to highlight the "fun + delicious" characteristics.

2. Network Marketing new concept service integration strategy features. From the age characteristics of Internet users can be seen in the total number of users of the 70%, the characteristics of the crowd is inseparable from fashion, and network marketing in recent years, all the fashion elements successfully through the modern Internet technology and the latest marketing concepts to achieve, we put them together to apply the following:

(1) web2.0 technology and marketing concept of the application of innovation: "Play" To do the home, natural people more, "play" good, must "eat" incense.

① "Play Fruit" forum: First of all, the establishment of the theme of fruit-themed BBS forum, including: Eat fruit, take fruit, draw fruit, write fruit, and fruit culture, fruit knowledge related to the fun topic, fruit nutrition and health and fashion life related topics.

② "Fruit bo", love the Fruit Clan blog Connection area.

③ "Fruit puzzle" love to eat fruit to buy a box of fruit, to fight the more the cheaper.

④ "fruit" like creative fruit gift basket gift box and fruit platter family can be paid to sell creative here, because our website and customers here have a reward fruit gifts with the task.

(2) Multi-channel integrated marketing strategy: Multi-channel let You "play", tired of playing to "eat". The site has physical stores and logistics center to do support. Physical store is also "a good place to play fruit."

Physical shop design for the fruit shop and fruit bar combination, can shopping, delivery, you can play here. Have fruit to eat, juice drink, and the scene "Fruit diy", you can show your own chicken tail juice cups, fruit platter design, you can also show you take fruit, painting fruit, write fruit talent, but also regularly have nutrition experts to teach you to eat fruit.

(3) Customer customized and customized and experiential marketing integration-experience design, experience taste. Customer order refers to the design of products according to customer demand. The customized system is to give the product design rights to the customer.

The site provides long-term customer demand according to the design of a variety of combination products, while the use of "fruit Granville" on-site "fruit diy" is a great deal to meet the needs of the customer's own design.

To effectively achieve customer order and customized system, we need a variety of fruits to bring customers the desire to create constantly. If the customer is not familiar with the new breed, the website will provide the new fruit free tasting "tasting" service in the delivery or on-site delivery, so that the customer experience taste choice fruit.

Iv. Conclusion

Do industry retail website, especially in the domestic traditional industry retail website, how to use distinctive products and services to attract and retain customers is the key to solve the problem. The case of Fruit retail website new concept integrated marketing strategy focused mainly on this aspect. To do this, in addition to the above innovation strategy, the actual operation of the quality of products and services to improve customer satisfaction; effective management and advanced computer network communication technology support to maintain the continuous and efficient operation of the site is also essential. Do well, fruit website can also be bigger.

This article is original, welcome to reprint! Author: night Owl Exchange QQ499508738