Where customer sincere products and suning electrical cooperation

Event background:

August 26, where the customer prudential Goods (VANCL) and suning appliances, for line offline under the to cooperation. In cooperation, where the members of the customer-prudential products by virtue of clothing labels or wearing their clothing, to Beijing Suning's major stores shopping, you can have a certain discount; by virtue of their membership number, Suning appliance members can also enjoy some of the cash concessions when shopping on the website.

Iris Reviews:

Online + offline/apparel +3c Marketing to expand the potential market

Eric analysis that this cooperation is a new round of marketing strategy. The two sides are sharing resources, using different marketing methods to expand the potential market, mainly in:

1. Brand Development: Where customer-prudential products are mainly committed to online apparel products, in December 09, the number of its Web site has reached 253,000 people, in the entire enterprise ranked fourth (IRIS consulting ecommerce plus monitoring data); Suning appliance is mainly dedicated to 3C line products, The establishment of ten years has been a traditional electric stores in the Giants, the two groups have a large complement. The powerful union, to a certain extent to achieve the penetration of each other's brands;

2. Pull sales: This cooperation, the two sides use preferential relief cash and other policies, the other party's consumer groups to attract their own platform to stimulate sales. But combined with the specific amount of the concession, Su Ning buys the camera to reduce the cash 50 yuan daily, buys the SLR camera or the camera to reduce the cash 100 yuan daily, where the customer buys to enjoy 5 Yuan cash coupon, the IRIS analysis thinks these amount does not have the very strong attraction, therefore its in the sales income aspect pulling effect still waits for the further observation.

In addition, it is learned that the future of customers will be with other front-line brands such as McDonald's, Air China, mobile and other successive cooperation. Combined with the current trend of the enterprises to continue to line up the channel integration trends to see, Iris predicts that more network shopping companies will choose this mode for cooperative marketing: that is, not only stay in the Internet channel expansion, at the same time rely on continuously with other brands for Cross-border marketing, to achieve the unity between the brand and channel extension.

The problems of different marketing enterprises in the future

The essence of different marketing is only a form of enterprise marketing, through the joint marketing of two or more two enterprises to achieve the effect of 1+1>2, it has precedent in other industries. According to the study, the analysis that the different marketing is a double-edged sword, the future of the network to buy enterprises in the development of different marketing should pay attention to the following two questions:

1. The symmetry of the brand is the premise of the different marketing: the different industry is fastidious about the "matching", the cooperation between the brand to the strength is equal. Because the two sides want to achieve through joint to enhance the effect of competitive advantage, each other hope to use the strength of each other, using each other's resources, so in the choice of partners should be very cautious, especially for already have a certain brand awareness of the network to buy enterprises, its future to carry out different business marketing should choose other industries and its brand strength equivalent enterprises.

2. Product complementarity is a prerequisite for the marketing of different industries: complementary products can avoid direct vicious competition, on the contrary can also be to a certain extent to promote the role of each other. For the network shopping industry, the complementary products to a certain extent reflects the complementarity of consumer groups, such as apparel and 3C products, consumer groups overlap relatively low, in the development of different marketing has a better match degree.