The strange status quo of traditional brand's electronic commerce

E-commerce is a trend, it is absolutely right, in fact, can not be said to be a trend, but now has become an important channel. So many traditional brands have set up a "new channel" department, many enterprises have access to the Internet, many enterprises have put on the "E-commerce" gorgeous coat. During this period there are many strange situations worth discussing.

1. Where is the new channel department?

If Cao Fang to the next definition, then in addition to the offline stores, counters, flagship stores, such as traditional physical channels are new channels. But are all brands suitable for new channels? Determine whether a brand is suitable for a new channel, such as Network marketing, its core considerations are the brand in this channel brand potential energy.

So for a brand that has never been promoted by the Internet, it is limited in the amount of tap energy on the web media, at least in line with the network mainstream users have a certain disconnect.

Therefore, the new channel department is not just the goods to the new channel, but in the new channel to establish a certain brand potential energy, so as to build product sales market pull. Otherwise the new channel department is just an empty shell.

Therefore the new channel construction should start from the new channel marketing dissemination, otherwise the fresh channel sale is not the end. So the new channel should be new in the establishment of brand new channel brand potential energy and sales force.

2, E-commerce is sales-oriented or brand-oriented?

At a meeting, a brand of E-commerce executives are talking, our E-commerce business development form a good, daily sales volume reached more than 50,000 yuan. Suddenly a person began to say: "Sales of more than 50,000 of the customer order is more than 1000, that is, the average customer unit price is only 50 yuan, for a sports shoes brand, this 50,000-dollar day meaning is what?" ”

Companies in order to create a brand premium, has been invested in the brand to spend a lot of blood, in order to buy the product from dozens of yuan 100 yuan, or higher, has invested enormous human and material resources, but e-commerce this "sharp elder brother" since, and it back to the "before liberation" of the point, if the enterprise why do E-commerce?

Put a pair of sports shoes to sell dozens of yuan, in fact, do not set up what E-commerce team, more do not need any network marketing, in fact very simple, please a few migrant workers to pull the goods to the rural market can still sell, and brand damage can be even smaller.

is e-commerce a sales-oriented or brand-oriented? In fact, these two orientations are not either or both, but for sales, damage to brand practices for the sustainable development of the brand and e-commerce business, is tantamount to thirst.

The price war is a bottomless pit, the enterprise makes the brand the goal is to make the fan to make the bird's nest price, but the electronic commerce price promotion strategy, is trying to sell the bird's nest as a fan. But for the sustainable development of e-commerce, at the very least, fans should be sold the prices of fans, to sell Bird's nest price.

3. Brand agent of traditional brand electronic commerce vs. self-built team

Many enterprises to surf the Internet, so the demand for e-commerce talent is soaring. Therefore, the current E-commerce market has appeared brand E-commerce agent team and brand-built E-commerce team two strength; some brands have their own team, but also the use of brand agents. I will briefly explain the differences in these patterns.

Brand Agent: Brand E-commerce Agent company appeared, in fact, and the appearance of advertising agencies are the same, professional people do professional things, advertising companies are such, E-commerce Agent company the same truth.

Self-construction team: Because E-commerce involves a core issue is consumer data, so many enterprises in order to enhance the control of e-commerce, so do not hesitate to spend a lot of money to establish their own E-commerce team.

Brand agent and self-built team both: the background of this model is more complex, I hope the agents bigger, do a good job in the market, but also worried that agents are difficult to control, so the formation of a own team and agents PK, but this model of the fatal problem is to build a team is the referee, So the PK war is not destined to be a fair competition. But the ultimate damage is the brand's electrical business smoothly.

Judging from the current market competition, price war is the killer of the team, because the customer single volume and sales are the brand's own team to report the two gold indicators, the boss heard today shipments of 5,000, or the day sales of 100,000 yuan, should be very happy, but the business owners do not know that these 5,000 are 1 yuan seconds to kill , or 100,000 dollars is 2000 pairs of shoes for.

To quality service as the core competitiveness of the main E-commerce agent service providers, such as the United States-Nanjing E-commerce Services company, the first proposed 14 days unconditional 0 cost return, such service is to enhance the agent brand E-commerce core competitiveness of the main path, because for E-commerce agent brand, Their value is to do what the enterprise can not do, their core competitiveness is to promote the brand E-commerce business sustainable development and sustainable profitability.

Therefore, in the face of the above three problems, Cao Fanghua that for the traditional brands are or about to carry out e-commerce, to successfully carry out e-commerce business, first of all to enhance the brand in the network channel brand potential energy, which I have been studying since 2006, the network of integrated marketing communications category, Through Network integrated marketing communication to promote brand network potential energy; Secondly, on the basis of brand-oriented E-commerce, for a brand enterprise, any damage to brand value and brand image of the behavior is not desirable. Finally consider "who" to operate E-commerce, if the company's leader can not participate in the project but by a group of professional managers to operate, learned that the team's "price war" is inevitable, it is not in doing e-commerce, but in the "second Kill" brand.

Reprint please specify the blog from Cao Fanghua: http://blog.sina.com.cn/ivu1314

Author: Cao Fanghua, Master of Communication, Xiamen University, has worked in Energysource Strategic Planning department, is currently 361° (China) Limited digital marketing consultant, the United States-Nanjing E-commerce Company chief strategic officer and Director of marketing communications.

Discussion on network marketing and e-commerce: fanghuacao@hotmail.com