"There's Always A Way For You." Brand Marketing PK

For many emerging Network marketing mode After analysis and discussion, the article is published. The reporter once again combined the experience of the enterprise with the successful manager's experience, and evaluated the brand applicability and promotion difficulty of each mode to supply and demand. draw lessons from 。

　 Concept marketing

Since the launch of the US group buying website GruopOn in November 2008, a new concept of online group buying has been born - "the use of specialized websites, only group buying 1 goods or services per day, looking for the biggest discount group buying products" - this new group buying concept has made GruopOn popular. This year, the domestic group buying website exploded, and a group buying boom was formed in the domestic Internet consumers. Every day, these group buying websites offer a wide range of products or services with low discount, and there are many clothing products.

　 Advantage

Group buying marketing enables the brand to sell to the Internet users with the support of the third party (i.e. group buying websites). Although the price of group buying is much lower than that of normal goods, most brands can achieve "small profits but quick turnover". At the same time, the domestic group buying website boom is in the ascendant. Netizens are very interested in group buying this new way of consumption. At this time, group buying can be guaranteed. At the same time, great attention and extensive purchase will help the brand play an indirect role in promotion. It can be regarded as a zero cost advertising.

　 case

Jeans brand ERQ has organized group buying activities on several group buying websites. Many of the pants sold for 158 yuan at normal retail prices only sell over 60 yuan on the group buying website, so the number of netizens participating in group buying is also quite large. As a clothing brand, what kind of attitude should be taken to participate in the group buying marketing? ERQ, manager of e-commerce Department Zhou Zhi Guo, said in an interview with reporters that the products produced by the brand should first guarantee quality, because the main purpose of buying the products by their own products is not to make money. It is to get consumers' recognition of products and feedback on products. Many consumers post the group buying activities and post them on the Internet. They share the experience of evaluating products and the group buying activities with other netizens. The feedback information is positive or negative, which is very valuable to the manufacturers.

On the pricing of goods on the group buying website, because the brand and group purchase website have three roles in the process of cooperation, websites, businesses and consumers, in the view of Zhou Zhi Guo, the group purchase price should be based on the supply of goods on the website, plus a small price for each product. Take clothing items, for example, if the group buying station marks the retail price less than 100 yuan, the website will add 3~5 yuan on the basis of factory pricing. So every commodity has a lower profit for group buying stations, but for those influential group buying stations, if more than 1000 people participate in activities every day, even if they earn only 3~5 yuan from each customer, the overall profit will be considerable.

So how can each group buying activity attract the expected number of buyers? The brand choose cooperative group buying website is the key. Choosing a website that has reached a certain scale will make the product group purchase achieve better results. The main basis for distinguishing the size of the group purchase network is its registered membership and past group purchase records. If the number of members of a website is very large, even if it is not a well-known brand, it can be delivered to hundreds of products per day. In addition, these larger group buying stations will be cheaper than the local small and medium-sized group buying stations.

　 Matters needing attention

It is unrealistic to rely on group buying marketing mode to get the profits of the brand. At this stage, even a successful group purchase can only help the brand to carry out the role of word of mouth publicity. Moreover, the organization group purchase requires higher standards for product selection. Unmarketable products or products with bad reputation are not worth the candle. On the one hand, ultra-low discount can not make businessmen earn money, otherwise, it will also affect the image of the entire brand.

　 Brand applicability

Conclusion: any brand can cooperate with group buying website, but it is not easy to get good results.

　 Promotion difficulty

Conclusion: Although the number of group buying websites in China is large, there are great opportunities, but the good and bad are different. And according to expert analysis, group buying websites will soon usher in a large-scale shuffle. {page_break}

　 Trial marketing

concept

Log on to a test site, pick out the products you need, and fill out the questionnaires and personal information, mailing address, cell phone number and so on. After finishing these, you can sit at home and wait for your favorite baby to be delivered to you, and all of them are free. "White wear, white wear and white take", recently appeared on the domestic network of such a group of "test customer army". In the United States, the marketing mode of trial customer network has matured and achieved successful results. As early as in 2006, some "sensitive" network operators noticed the huge business opportunities. Some of the network operators who dare to try began to replicate the management ideas of the more successful test websites in the United States, and gradually, the test customer network appeared in China.

case

The trial customer alliance founded in 2008 is one of the earliest trial network in China. Speaking of the original intention of setting up a website, Li Jian, a test visitor alliance CEO, said: "first, we have seen a successful model abroad, showing the feasibility of this model. Second, with the popularity of online shopping, trial users are really needed by consumers and businesses, but this is still a blank in China, so I think there is a lot of market that can be done quickly. "

At present, it is very convenient for the brand to hold trial activities on the trial customer Union. As long as the activity information is posted on the platform, it is indicated that products that are tried on can be started to recruit test guests. Subsequently, the brand will screen the netizens who enroll in the trial activities, and the screening basis is basically based on the personal data filled by users. After selecting the test guests who can participate in the activity, the brand will send the clothing to the test guest by mail. After trying it on, the tester needs to complete some tasks according to the requirements of the brand: This includes filling in the try feeling, displaying the try effect on the blog or forum.

Among the brands interviewed by reporters, they are satisfied with the platform of the test guest alliance. These brand leaders said that for the newly launched brand, the trial alliance can play an effective role in word of mouth publicity.

Zheng Zongchong, director of J.in brand e-commerce, said: "from a brand point of view, holding trial activities is not a hope that our products are only sent out in vain, and we hope that we can get corresponding returns from them. In the process of shopping or going to work in our clothes, the test questions are likely to be asked by colleagues or friends like "what brand is this dress?" and "where did you buy it?" and so on, which naturally played a public praise role for the product.

Liu Yuzhen, director of Woommy fashion and fashion promotion, said in an interview with reporters that since the brand is in its infancy, there is a great need for large-scale publicity and promotion. However, the traditional publicity mode such as television, newspaper, light box advertising and so on has higher publicity costs, so the brand needs to get a relatively low cost promotion method. Trial marketing is one of them.

For the future of this model, Li Jian said that the trial marketing in the next 5~10 years will be in an outbreak period. From the consumer's point of view, the seller's market is changing to the buyer's market now. The concept of self centred consumption is more and more intense, and consumers' demand for product quality and service is getting higher and higher. So we advocate buying pre experience and rational consumption, which will become a big trend in the future.

　　 Advantage

In the similar test guest alliance test website platform, has a large number of trial groups. Therefore, it is easy for brands to find potential users of their own counterpart. At the same time, for small brands or just started brands, trial activities can bring the effect of word of mouth publicity to the brand, and help the brand with insufficient funds to save high media advertising costs.

　 Matters needing attention

On the platform of trial customer alliance, the communication between customers and customers is based on the virtual network, so the authenticity of customer information is not easy to grasp. At the same time, before establishing effective credit mechanism, it was not true to participate in the trial activities, but only those who tried to get free lunch.

　 Brand applicability

Conclusion: from the brand of the current test alliance platform, small and medium-sized brands prefer this mode.

　 Promotion difficulty

Conclusion: as long as the selected products can meet the tastes of the customers, it is not difficult to achieve good word of mouth publicity.

Third party marketing

concept

That is, when the traditional clothing brand develops e-commerce channels, it does not choose the mature B2C platform including Taobao mall and Alibaba, but collaborate with the third party team. The professional website design team will complete the establishment of the brand independent e-commerce website and be responsible for the daily updating and maintenance of the website. Only a handful of Commissioners are responsible for the management and control of goods on the website, as well as the long-term planning of the website.

　 case

At present, many traditional clothing brands tend to choose more mature B2C platforms such as Alibaba, Taobao mall and so on at the beginning of developing e-commerce channels. After years of operation, these platforms have already formed a complete set of operation mechanism. The brand does not need to spend extra manpower and material resources when it enters. However, on these platforms that have already set up mature templates, brands can not fully display personalized logo, and it is not easy to change and customize websites according to their own needs.

Taobao saw the demand of the brand in this area, so it launched the "big Taobao" plan, one of which is Taobao's role in the B2C platform operator, adding a new role of network service providers. Up to now, in this role conversion process, what Taobao enjoys most is the cooperation with Japan's fast fashion brand UNIQLO.

At present, the official website of UNIQLO China is the backstage database, search, transaction, payment and other functions of its e-commerce website, which adopts the underlying structure and technical support of e-commerce provided by Taobao. The e-commerce team of UNIQLO is responsible for commodity pricing, design, annual goods plan, promotion and other business.

Up to now, UNIQLO has only opened 55 stores in 14 cities in China, and these 14 cities are all the first tier cities including Beijing, Shanghai and Guangzhou. Therefore, it is difficult for them to cover a large number of secondary cities and remote areas in China. But relying on e-commerce platforms and relying on Internet users in all parts of the country, UNIQLO can easily radiate its products and brands to the whole country. Data show that at present, 2/3 of online stores in UNIQLO are coming from areas where physical stores are not covered. It can be seen that UNIQLO has achieved a more obvious sales effect than the physical store through the e-commerce platform. At the same time, UNIQLO's choice of Taobao as another third party's technical support has also been revealed. It can not only ease the expansion of network channels, but also build more physical stores with the money earned by online stores. It can be said that the e-commerce mode of UNIQLO, let many people think that e-commerce can only be the traditional channel accessories, and its independent advantages are beginning to show. On the one hand, it extends the traditional channels infinitely, making up for the shortage of entity stores. On the other hand, it also promotes UNIQLO's brand to every corner of China, laying a solid foundation for the expansion of UNIQLO.

　 Advantage

Brand can perfect the construction of e-commerce platform according to its own needs. And with the support of the third party service team, the brand itself can save manpower and material resources. In addition, most of the third party service teams have good experience in setting up stations. Therefore, the production of brand sites can guarantee good quality and facilitate publicity and promotion on the Internet.

　 Matters needing attention

The third party service team has mastered the core technology of the website, so the brand may be subject to the other side while it cooperates with the website. At the same time, the e-commerce platform has put forward very high requirements for the brand's function in commodity control.

Brand applicability

Conclusion: no matter what brand, we can cooperate with the third party service team as long as we have ideas. However, the ability of commodity control will have a great impact on the construction of the site.

Promotion difficulty

Conclusion: the success of cooperation between UNIQLO and Taobao is a classic case. Thanks to the understanding of brand e-commerce and the ability to operate in the background, how many domestic brands can be successfully copied is still unknown.