The striking of the electric quotient in traditional brand enterprises

With the rapid development of Internet power, online impact on the line more and more, and then forced the traditional enterprises to transform or into the electric business, Amoy brand, the network to buy a large number of brands to seize the online market, squeeze offline market. On the other hand, the traditional brand enterprises continue to "net" and began to Amoy brand to attack the siege intensified, online shopping brand survival environment worrying. What is the pattern and trend of the war between traditional brand enterprises and online brands?

This article will be from the following latitude to analyze: 1, from the U.S. retail top 10 rankings, traditional retail enterprises in the era of electric business will still firmly control the right to speak; 2. The lack of brand competitiveness and many other factors, the survival environment will be very bad; 3, traditional enterprises to use the resources under the line will have a post advantage; 4. The competition of the electric dealer to return to the commercial essence.

The electric quotient pattern of the United States

American Top100 retailer rankings are fresh: 1 Wal-Mart, 2 grams, 3 target, 4 good city, 5 Home Depot, 6 Walgreen, 7.cvs,8.lowe ' s,9. Safeway,10 McDonald's. The US retail sector is still dominated by traditional retailers, with Amazon unable to reach the top 10, the first 1000 sellers, only Amazon and Dell (2012 total sales of 38.8 billion dollars), Wal-Mart and five big stores selling 500 billion dollars. At the same time, in the United States TOP10 Electric business enterprises, in addition to Amazon and Eaby, almost all of the traditional retail enterprises operating the Electronic business site. Traditional retail enterprises in the era of electronic business will still firmly control the right to speak.

Second, Amoy brand and the emergence of online electronic commodity brand Environment

Amoy brand and online electrical goods card in the previous few years can produce a large number of reasons:

1, traditional brand enterprises have always believed that "channel is King", the Electric Dealer's guide Taobao starts basically is by the low price, the counterfeit product, the brand grade is relatively low, the sale total small appears in the world before, the traditional brand enterprise basically is holds "looks down, does not matter" the attitude, gives the electricity commodity licensing loose development environment;

2, Amoy brand such as crack silk, Mann, Green Box, seven, Royal Mud Fang, Korea are Mishe and other online brands are the emergence of the rapid development of China's Internet power industry is the opportunity, at the same time, Taobao Alipay to solve the Chinese electric business credit problems, Taobao also gave the initial big C strong support;

3, Taobao as the representative of the Electric platform to guide the Chinese consumer shopping habits of the transfer, more and more consumers to the online shopping, offline to become parity, experience of the test site, at the same time, the growth of consumer net purchase base is very large, Amoy brands and online brands benefited from this growth dividend, to rapid development;

4, Amoy brand and online brands benefited from a large number of traditional foreign trade and plant, to low-cost operation;

5, the traditional brand enterprises do not have timely layout and exerting force network channels, electronic business, the level of information is also relatively low, Amoy brand and electric commodity brand competition pressure is very small, offline brands on the line of the brand's extrusion basic to be isolated, the basic geometric level of speed in the rapid growth, to rapid rise;

6, any one of the traditional business upgrades, are the first batch of businessmen who dare to eat crabs can get the biggest dividends and development opportunities.

Third, online brands in the future competition in the survival environment will be more and more bad

1, financial strength: Online brand general financial strength compared to the traditional brand enterprises under the weak financial strength, with the operation of the electric business and the rapid increase in advertising costs, can not support further online expansion of the entire channel and the distribution of the product supply chain. Especially do Taobao and other electric business platform, promotion fee is high, Taobao industry itself belongs to a "suction gold industry", a lot of Amoy brand to do tens of millions of, on billion, year-end a calculation, incredibly do not make money, to the big platform to work.

2, weak brand: Many online brands, especially Amoy brand is basically limited to Taobao platform or Beijing-east, such as several online platforms, online under the basic no influence, the face of traditional enterprises with capital scale of electric shock and competition, short plate is very obvious, facing the crazy shuffle of the category, the flow of customer access to the cost of pushing up and the sharp reduction of passenger flow, The old play has failed, a lot of big C rely on the maintenance of the elderly customers eat;

3, no offline terminal outlets: means that offline customers can not further to the shop experience, after-sales service and so weak, O2O is also difficult to implement, therefore, the current Amoy brand is basically fast consumer products, standard products;

4, the lack of retail experience: offline enterprises have accumulated a wealth of offline retail experience, this is not comparable to electric business enterprises, but online sales, pricing, product skills are easily net by traditional enterprises after the replication and reverse attack;

5, logistics and distribution capacity: Jingdong Mall will be a lot of financing money into the customer experience and logistics warehousing and distribution construction, for the general Amoy brand, there is no such strength, can only attach to the third party logistics, which also means, controlled, lack of control and flexibility;

6, a large number of foreign trade factories and factories to create their own brand to enter the electric business, unwilling to continue the generation of processing, OEM, but also to Amoy brand caused a huge impact;

7, a lot of Amoy brands and online purchase of small brands are on the rise of the route, the explosion of the total store sales of more than 80%, SKU many, low margin, product homogeneity serious, resulting in customer loyalty and low repurchase rate, if the reduction or stop hit ads, sales immediately fell, so, the new rules of the cat, drainage and activity costs are also a straight push high , the strategy of blasting is facing crisis;

8, Amoy brand The rise of an important reason is the day Cat Mall platform support, and nearly two days after the Cat mall began to support the traditional brand, Amoy brand lost the original flow dividend. Cat, Beijing-east and other large platform resources to the traditional large brands gathered, because the strength of the traditional brand more can help the cat, Beijing-east platform to achieve their rapid development, to achieve IPO listing, to obtain incremental customers, in competition with other platforms to occupy a dominant position and so on;

9, Amoy Brand is a time and the gap between survival and rapid growth of the product, but also face the lack of supply chain management integration capabilities, the lack of penetration of the line channels, the flow of less pressure, the face of more and more serious competition in the electricity business lack of innovation and the ability to change, etc.

10, compared to the traditional brand, the founder of the net purchase brand relatively lack of corporate governance capacity, with the rapid development of the team, management problems continue to expose, further restricting the development of the brand of online shopping;

11, the traditional brand in the O2O field has the innate advantage, Amoy brand has a very large impact, once, the traditional brand enterprises in O2O exerting force, the use of mobile internet technology and intelligent equipment to get through the online and offline at both ends of the barrier, complete on-line platform and marketing layout, through the sales system, ERP Information System seamless links, online shopping brand will face greater impact.

Recently, the Southern Metropolis newspaper reported a "network shopping brand by traditional brand encirclement and suppression: 5-10 years or disappear" article, Amoy brand "singing Decline theory" on the micro-blog spread quickly again. With the traditional brand collective net, once the scenery of Amoy brand has fallen out of the class at present 20, the survival situation is worrying. Some even predict that the next 5-10 years, Amoy brand will disappear.

Personally, this view is relatively negative, relatively extreme, but it is also true from the side of the brand's survival environment increasingly bad.

Online shopping in the display, promotion, pricing, advertising has a lot of skills, it is easy to be copied by traditional enterprises, was attacked. 2012 There are a lot of ' Amoy brand ' alone, but the 2013-year traditional giants have quickly seized all kinds of current columns, at the same time, 2012-year double 11 hit the sales miracle, triggering a new round of traditional brand net frenzy, quickly seize the share of the split network. Therefore, Amoy brand in the future living environment will be more and more bad.

Four, traditional brand enterprises to develop electric business opportunities and challenges coexist, advantages and disadvantages simultaneously

1, Opportunities and advantages: the traditional brand enterprises in the development of electricity companies than the pure electric business enterprises have a later advantage, traditional brand enterprises have accumulated strong retail experience, relatively perfect terminal outlets and channel layout, strong production and procurement capabilities, supply chain management capabilities, resource integration capabilities, logistics distribution capabilities, channels of discourse power, The marketing ability and so on occupies the advantage.

Nothing more than a lot of traditional brand enterprises have not been in the rapid impact of the wave of power to sober up, even have no way to fully adapt to the competitive environment and rapid pace of electronic business, the majority of traditional enterprises are still in net and groping stage, by the impact of the electric dealers and the force is still doing offline layout optimization, resource supply chain, such as integration and repair, After a period of running-in and baptism, the traditional enterprise once from the strong power of the concept of electric business infiltration, familiar with electric business platform, Channel and operation rules, set up a strong team of electric business personnel, the supply chain of enterprises to adapt to the transformation of the electronic business, organizational structure and network structure, decision-making system further optimization and flattening, Do a good job of O2O resources integration, by virtue of offline brand and capital, resources, logistics advantages, in a short period of time quickly layout day cat, Jing Dong, suning easy to buy and other electric platform, at the same time, for the whole network marketing layout, in the modern capital market and the large alligator-type electric business competition, I believe that the traditional enterprises will certainly be in the new round of competition to stand out.

The traditional brand of the online layout will be extruded Amoy brand and the living space of the electric goods brand, therefore, Amoy brand first is to introduce investment, expansion in product development, branding, supply chain building, logistics warehousing and distribution and other aspects of the strength and make up the short board, this is very difficult, need a very large financial support, rarely Amoy brand can do The second is to buy the traditional brand under the line, in exchange for sustainable development;

Only part of the highly personalized and in-depth style, the division of the King and then derivative brand Premium small and beautiful Amoy brand has a certain living space. At the same time, the company's organizational form, with a sound team and a clear brand positioning and style, pay attention to customer research and management of online shopping brand also has a great opportunity to survive and develop.

At the same time, the net buys the brand after many years of grappling, have a certain foundation, more need to pay attention to the management of the Enterprise team, the reasonable construction of the organization structure, the ability promotion of the management team, the transformation of the traditional marketing idea, the management of supply chain, the brand positioning and construction, the development of multi-channel, etc.

At present, Korean clothing homes are relatively representative, Han Mishe represents the "Korean version", more attention to customer management, with the depth of the cold spell, focus on the Internet consumer's mental research, with a clear brand positioning, with strategic capital investment, focus on brand-building and the layout of many brands. Recently, the Korean all clothing house CEO Chong announced, Amoy brand Han clothing homes from a simple network brand to channel expansion to obtain more sales, reduce the risk of single channel, reduce channel operating costs. From another point of view, Han clothing homes have a traditional brand of some of the genes, the development of the last, it must be a combination of online shopping brand and traditional brands.

The future of "Electronic business entity, the entity online" is the general trend, but, the electronic business entity of the road is not easy, the electricity commodity card wants to obtain the line under the customer and expands the line channel to be difficult. This is in the third big point "online brand in the future competition in the shortage" did a detailed analysis.

2, traditional brand enterprise challenges and disadvantages: from top to bottom the concept of electric business has not been completely reversed, the lack of both understand the traditional industry and have the ability of the power business team and talent, traditional distributors and other channels of product and price conflicts and constraints, traditional terminal network layout needs slimming and optimization, supply chain and decision-making system is long, Large-volume procurement of production and electrical products, fashion and personalized production of the conflict, and so on, need to undergo the transformation of the electric business. Conflicts under Line online you can refer to the previous article "How does the traditional brand enterprise electronic business weaken and evade the channel conflict effectively?" 》。

How to make good use of offline resources in traditional enterprises

1, the traditional enterprise must use the offline brand influence, under the line of old customers Word-of-mouth, offline entity resources, line supply chain integration and other advantages to do a good job on the line of Electronic business brand, so that offline brand in the Internet can be further upgraded to customer-centric and oriented, to provide customers with core products and additional products, A systematic service and solution for value-added services to enhance customer experience and brand loyalty. At the same time, the traditional enterprise online has a large number of users, the initial marketing promotion is not to increase new customers as the first starting point, but more attention to maintain existing customer relations. Through the Internet and online has a good relationship with customers to establish new contacts, relying on loyal customers on the network to promote the concept of enterprise and brand Word-of-mouth marketing, and ultimately achieve the goal of increasing new customers. At the same time by encouraging customers to actively two times to share, increase the breadth and depth of network communication.

2, the traditional brand enterprises to do the electrical business need to be clear is that we must use the brand and offline advantage to do CRM Customer relationship management, only to achieve "customer-centric", the use of electricity to obtain customers convenient advantages, to achieve a full network of new customers access and management, must do a good job of the old customers two maintenance and two times, or even three times, Four times of marketing, the gradual establishment of customer word-of-mouth communication effect and brand loyalty. To be clear, consumer drive and guidance combined with large data integration only to the future, only pay attention to the explosion, blindly pursuit of sales, pay attention to advertising rather than consumers as the core assets, not to pay attention to the network brand upgrade and enhance the brand premium, do not study Internet consumer consumption habits, do not pay attention to Ignore the essence of commercial marketing and the basic skills of forging enterprises, in front of the electrical business can only appear to do the larger, the more losses, into the electrical business of the dead end, is sucked into the platform of Taobao, such as Black hole, at present, Taobao many big sellers and Amoy brand has been this situation.

3, brand manufacturers must adhere to the brand electric business positioning, adhere to the channel and brand formation of a joint effort to drive the electrical business, to do the maturity of the channel, do a good job of brand building and word-of-mouth dissemination, Taobao, Jingdong and other large platforms must be used for me, rather than blindly pursue advertising, sales, subject to the platform, but to carry out a full network of full contact electric dealer strategic layout, Active introduction of mobile internet technology, reduce channel risk and cost, expand channel sales, all the large platform and the whole network of customer maintenance and precipitation can be returned to a unified management platform, such as the official mall or official website, and then with CRM customer management tools, can truly adhere to the brand's independent shape and development, This is the core asset of the core self control of the enterprise.

4, at the same time, if the traditional brand enterprises can actively layout O2O strategy, integration of the lower end of many years of accumulated retail experience, outlets, supply chain, product design research and development, after-sales service and other resources, on the line for the electronic business, the transformation of information, through the line under the sales system, ERP information system, to achieve offline terminal experience, Payment cohesion, after-sales service, logistics and distribution of strong support. At the same time, the positive layout to improve the online large electric platform, the use of mobile Internet technology, to achieve line online O2O effective interface, will be able to quickly promote the development of electronic business. This is a resource and supply chain synergy process, the traditional brand in this regard compared to the online shopping brand has a very big advantage.

Six, the competition of the electricity trader will return to the competition of commercial essence

Any business model or behavior must eventually return to commercial nature, electric business will be from the price war, rugged operation to fine operation, the strength of the competition trend is obvious, enterprises start than basic skills, team operations, profitability, commodity design and manufacturing process, supply chain, brand quality, channel control capabilities, financial strength, customer service experience strength. In the final analysis, the future of the electric business competition, is a brand enterprise comprehensive strength, the systematic competition is a marathon game war which competes the strength and endurance, the innovation ability, the execution ability, the operation power, for more small and medium-sized merchant, compared is in the more subdivided domain who does deeper, is more transparent, is longer.

Strictly speaking, the development and competition of electric business is a competition of comprehensive strength and comprehensive quality, which must return to commercial essence,

Everything to consumer demand as the center, do a good job of product, service experience, supply chain integration management, create more than the expected value of consumer demand

Service, do a good job online integration, do a good job integrated business, for consumers to truly provide a systematic demand services solution is the right way!

Channels will never disappear, Amoy brand will not disappear, the market will always follow the principle of 28, is always 20% of outstanding enterprises and Amoy brand will

Survival, therefore, look at things should be a dialectical point of view, can not go to extremes.

At the same time, in the face of traditional brand enterprises carrying capital net, large platform of flow and resources to the traditional large brand focus, electric quotient pattern and shuffle will be accelerated, after shuffling electric quotient pattern will readjust, can not adapt and change, no hematopoietic function and core value, can not quickly cater to the development of the electric business enterprise will be difficult to escape the bad luck and quickly disappear , the traditional brand of the Internet to buy brands of the attack and encirclement will be more violent, will further impact on the network to buy brands and into the depth of shuffle and pattern adjustment, a large number of online shopping brand will be bought and transformed and disappeared, while the part of clear positioning, with a deep personality style, with a certain comprehensive strength and innovative network brand will stand out, Even the opportunity to get listed under the impetus of capital.

Eric Advanced Author: Su Jianxiang

Sina Weibo: @ Electric Business ascetic-Su Jianxiang

Micro-Credit public number: Su Jianxiang