Who is the chance of E-commerce? (3)

Just today saw a news: the domestic retail faucet Shanghai Hundred Union launched today the consumer platform, the domestic and foreign giant all gradually enters the electronic commerce, these years really is the electronic commerce year, hundred flowers.

This article refers to the mature brand, more online has established a mature group, brand, and has a high reputation and reputation of the market, through the Internet to develop new sales channels.

I have talked with the Shanghai family, she said a few years ago, home to do E-commerce attempts, in MSN put millions of of the ads, the project bow, the effect is almost no, had to be tasted. But these years although no substantive action, but the strategic investment sector has been closely concerned about the development of E-commerce, access is only a matter of time, just what attitude.

This year http://www.aliyun.com/zixun/aggregation/21302.html "> Electric business field has 2 big events and mature brand relationship, one is officially settled Taobao, its life home flagship store, In addition to throwing a lot of ads on Taobao, integrated marketing on the internet can be called the combination of media and E-commerce Classic (there is time I will be dedicated to review this marketing case), another is Taobao to build the mall model project Uniqlo Uniqlo, one-day innovation high, a shop at most stores and so on do not mention, Key Taobao strategy of practical products, Taobao B shop can be independent out, Taobao to b a choice, you give me advertising, I give sales, you can also form independent.

In fact, these two things are the epitome of mature brands ' involvement in the business, such a case this year is very much, next year will be more, the service in large b of the auxiliary company also received the favor of VC, I understand several services Big B enterprises (the core business to help Big B Taobao shop) live very good, business development is unprecedented good, These families are really busy at the end of the year.

It seems that traditional enterprises involved in E-commerce is not new, and from the current situation, this should be a logical thing, as long as there is a suitable way and suitable team. Although at present the share of E-commerce for these mature brand enterprises do not have a particularly large impact, but the increased strategic level of such a high enough to prove that the brand's attention to this.

Why mature brands can go so smoothly into e-commerce?

1. Taobao pattern: Taobao is strong enough in China, has been able to make the brand very easy to start this wheel, more than 80% of the net purchase share in Taobao, only to be invested in Taobao can be circled enough market, this is more than what the economy. If the enterprise is not good at, can outsource to professional service companies, such as: Wuzhou and Net Battalion, as long as the investment is reasonable, output enough to the group.

2. Its own resources: Mature brand is the most mind is the line on the price conflict, Procter and Gamble through the package of concessions, packet mail policy, excellent Uniqlo and other clothing companies selling the season cross clothing, or simply clear inventory, have found a reasonable solution, they only need to traditional channels very small resources tilt to the network, Or a small part of the traditional advertising budget to engage in network interaction, can quickly cause a sensation, from the marketing point of view, if they want to do, this is definitely their advantage.

3. Incorporation strategy: Li Ning's official business will Taobao on the supply of all basic Li-Ning, take a unified network sales policy, this and Li Ning network overall planning has a great relationship, can do this, not only the problem of sales scale, more important is to let the brand of E-commerce go more robust.

4. Combination strategy: Generally do independent of the business-to-consumer, such as Lancome, Lauder's official website and mall, after all, is a minority, most brands have a lot of agile strategy, the big Taobao gave a lead in the scheme, but also with the independent of the company or deep cooperation, the capital level of intervention, for the mature brand, It's not how much of a sudden the size (Uniqlo proved how fast) but what the brand wants?

Channel in the Red Sea and Taobao squeezed under the squeeze of money to seize the market, private brand is good at the network good at Taobao, but most of the halfway, the background is not stable, mature brands like sleeping elephants, awakening is only a matter of time, not so much an opportunity, it is natural, whether this change is active or passive, This is always the general trend.

Why is such a result, this is Taobao laid the pattern of E-commerce decision, I think this pattern in a very long time, there is almost no possibility of subversion, so adapt to such a pattern, the ultimate benefit is the mature brand, Taobao gathered the most online shopping groups, the necessary input, high output, very high price of sex, This is also Taobao hope. 2010, the revision of Taobao, C sellers have not too big way out, high-quality resources all contribute to advertisers, more and more B (brand) up, also show the commercial value of Taobao, Taobao is the biggest winner, I think it is reasonable.

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