Why liquor products in the electricity market encounter "chain Heng Jiang" (iii)

Five, the liquor electric business capital enters slowly the traditional liquor enterprise partial injection processing production

Liquor dealers in the beginning of the 2010, in the development of China's electricity business in the world's most chaotic 2011. At this time, most of the investment institutions at home and abroad lost their interest in the traditional electric power, and only focus on the successful, stable type of electric dealers, the start-up has turned a blind eye. It can be said that the wine electric dealer some "untimely". Without the promotion of the outside capital economy, it is expected that the start-up-type electric dealers face such a brutal competition environment and develop slowly.

The founder of alcoholic liquor is basically two categories: the first category is a long-term experience in liquor business or individuals, has a wealth of wine suppliers or partners. The second category is a brand of agents or distributors. Have a rich understanding of the wine market, but also familiar with the sale of wine products strategy. However, they do not have a strong financial security strength, but also ignore the high cost of e-commerce marketing and the national competitive atmosphere. I just want to quickly get rich.

Because most of the operators of liquor dealers come from the traditional industries, the understanding of E-commerce is simpler. Think that as long as a good wine site, to ensure that the supply of adequate, price stability, you can quietly wait for sales. Never considered, how to make the site brand effect, how to promote the site.

Most wine makers choose to cooperate with group buying sites, but only to form short-term sales. In particular, in the group buying network has been charged business advertising, the purchase of goods not only to ensure the windfall, at the same time must ensure a strong brand base, and stable consumer demand. And these are liquor products in the electricity business, the most scarce.

And the strength of the well-known brands of liquor brand Enterprises, are more focused on grasping production, processing, sales, publicity. The traditional marketing market has made it impossible for companies to devote their energy to the electric business industry. The most powerful supporters of the wine-electric chain have not been able to enter the electricity business on a large scale in the short term.

Although the world is not absolute, everything has a case, the greatest charm of e-commerce is its explosive and marketing potential. "Jiuxian Net" has been the traditional enterprise investment, its high momentum of hope to bring the wine to the electrical business of new breakthroughs and passion. But after all, relative to other industries in terms of the investment atmosphere, the liquor electric dealer's capital promotion can only say is just started, hope that as the market matures, there will be more and more investors and institutions can be poured into the alcoholic liquor dealers.

Vi. The overall market promotion is too weak, there is no liquor products brand

Most of the operators of liquor dealers come from traditional enterprises, and still make the same mistakes as most traditional business operators. That is:

1, there is no clear marketing direction, will all hope in the site after the establishment of Internet users can actively door-to-door shopping.

2, the recognition of the market is "unnecessary waste" or adhere to the "first have income to spend," large-scale long-term market promotion is completely useless.

3, disregard the E-commerce site brand building, quick pursuit of "rapid profitability", all marketing means to rapidly form sales and increase the number of registered.

4, any kind of marketing, all with direct sales results of the assessment, completely ignoring the stage of marketing and brand accumulation, as long as in a few days did not play a significant sales effect, to determine a marketing tool for a waste of time.

Website Brand Authority degree is worse, the sales conversion rate is lower; the worse the sales, the more the management refuses to promote the market, the less the market promotion, the worse the authority of the website brand. Thus formed an endless vicious circle, until the mall cost all the start-up costs, or lucky enough to enter an investment, the site is the end.

Terrible marketing mistakes, the same market abuses, the whole industry of wine electric quotient appears to be more decline. With the digital, IT, fashion, beauty, weight loss, mother and child, pictures and other electric industry site compared to the Beijing-east, only goods will, where the goods, take the show, when, beneficial health, red children, such as a large number of representative giants. It can be said that these industry electric dealers, will have such a strong vitality, and these giants are driven by the electricity business inseparable. But the liquor electricity dealer does not appear any one, can call has the brand influence and the public credibility website. Most Web sites are not thinking about how to promote promotions in the short term, but about how to reduce the cost of a business.

Example of the power is infinite, because there is no success of the leader, liquor dealers in a period of time, it is difficult to break through their formation of the siege.

Seven, tracing the margin to find the answer, to achieve brand accumulation there is hope for Take-off

Although the electronic commerce in liquor is in the contradictory market position, it has many unfavorable objective factors and is limited by the actual environment. But after all, there are hundreds of millions of potential users, is a new era of industry development. The author of the country believes that liquor dealers have a wide range of consumer base, optimistic market space, as long as avoid obvious marketing misunderstanding, do not go to the dead, try to play the hard advantages of e-commerce, will be able to promote the wine business site marketing status.

1, small cost operation of the entrepreneur, temporarily all funds marketing the national form of liquor dealers, because they do not have the overall competitive strength, can not withstand the market competition, very easy to have no marketing effect before being eliminated, but led to the overall industry more unstable. It is suggested to use negotiable funds to create regional liquor shopping malls or to focus on the management of single wine tasting, in order to reduce the overall pressure on the competition of comprehensive electric dealers in the market, and to ensure the limited market cost can expand the coverage rate.

Brand packaging to do a fine, with the Internet's extensive information. More should use the wine commodity own brand superiority, to promote the brand influence of the mall. The characteristics and knowledge of alcoholic products are thoroughly spoken. Maintain the soft publicity of brand PR, continuous. At the same time to carry out regional, phased promotional, group buying, not greedy, but will play a relatively clear result.

2, Enterprise-type electric business, and there is no very sufficient capital to promote. Must pay attention to the brand's cumulative degree. In estimating the marketing cost, the first goal should be established as the brand cumulative degree and the coverage strength. Rather than blindly pursuit of short-term flow, registration volume, sales. Try to use soft marketing means, through the name Bo, SEO, Soft wen, news, forums and other ways, the mall's brand characteristics and characteristics of the wine launched. Let Internet users more understanding of the advantages of the network to buy alcohol, can not be involved in the life of alcoholic beverages.

Only the influence of the mall will gradually be accepted by netizens, in the heart to enhance the trust, will produce authority, reputation, will eventually increase the sales conversion rate. And when the brand cumulative degree, can automatically stimulate consumer spending desire, offset buying scruples. The second step with rigid advertising, search and other means of bidding, will naturally promote the site's sales and membership registration.

3, power-type electric business, with financial security or capital entry, as far as possible to maintain with the middle and high-end liquor brand cooperation. Because the lower end of the wine is not the same as other goods, because the price low to promote sales. Affected by logistics, regional and so on, the low-end wine does not have the market competitive advantage. But to focus on the quality of liquor operations, through the brand occasion to reflect the authority of the Mall. To maintain the quality and reputation of wine is the best breakthrough for large wine merchants. Although the marketing effect is slow, but more can reflect the strength type liquor E-commerce website comprehensive competitive strength, thus avoiding and small and medium liquor merchant's direct price war.

The mall should take the season as the unit, will the brand target and the market target synchronization launches. Public relations events, brand cooperation, the advantages of the mall, such as news, public relations soft, famous Bo and other public relations, publicity and promotion. Fast and powerful soft marketing means, can be the fastest assistant to achieve marketing goals. After the brand accumulation of 3-5 months, together with major festivals, celebrations, through a variety of hard and wide form of large-scale promotional activities. The site sales to the peak, driving the market consumption active, accurate activation of potential members.

Liquor products and all industries, are absolutely equipped in the E-commerce market to do a strong potential. is due to some market misunderstanding and instability factors, resulting in the overall layout of the disorder. The author of the country believes that as long as it can guarantee the stability of the brand culture, pay attention to the rationality of marketing objectives, as well as other industries, like the electric dealers, as the driving force of China's E-commerce split wind, go ahead with the effective power!