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Service Branding &Nbsp; New Path For E-Commerce Enterprises

2011/4/28 16:21:00 49

Service Brand E-Commerce

After the horse race, TaoBao , Amazon, Jingdong, van Kee pin, etc. Business affairs Enterprises begin to enter service brand How can these enterprises take the road of service branding?


According to the latest monitoring data released by AI consulting, the scale of China's online shopping market in 2010 reached 498 billion yuan, an increase of 89.4% over 2009, and the proportion of total retail sales of social consumer goods increased from 2.1% in 2009 to 3.2% in 2010. However, there are also prominent problems in the rapid development of online shopping. The most obvious thing is that, after years of market cultivation, the demand of Chinese consumers' online shopping is changing gradually. The current online shopping market in China has changed from the initial "bargain hunting" to "Amoy quality". Buying cheap goods is no longer the only demand of consumers online shopping; on the other hand, the risks of cheap products and poor physical products and propaganda are also perplexing consumers.
When e-commerce enterprises get out of the enclosure, how do they really have users? How can we build up our integrity and credibility? At present, the trust problem exposed by network complaints has pointed out the direction of development for many e-commerce enterprises, that is, providing consumers with a series of quality assurance from shopping guide, logistics to after-sale service, all of which depend on the perfect brand system construction.
Branding process scanning
At present, China has a number of B2B (including Alibaba, Huicong net, etc.), C2C (including Taobao, pat, Baidu and so on), and B2C (including Amazon, Dangdang, Jingdong mall, fan Kecheng, etc.) e-commerce listed companies, and Alipay, fortune paid, BaiduPay, PayPal, fast money, Yi Po payment and other well-known third party payment platform has gradually developed. Where are these e-business enterprises going on the branding road? How did they come all the way? What role will these accumulation of history play in brand building in the future?
Let's first look at the performance of several representative enterprises: if China only had Amazon and Dangdang in 2005, the first tier companies in 2010 had already become Taobao and Jingdong mall, accounting for only 47.6% of the total sales. In 2010, the top 3 online retailers in China were Jingdong mall, Amazon and fan Kai pin, of which Amazon rose from third in 2009 to second. In 2007, the sales volume of the direct selling brand of Internet clothing, which was founded in 2007, has risen to 4 billion yuan in just 3 years, from third in 2009 to third.
Jogging layout vs fast run enclosure
Amazon jogging. With the typical American DNA, Amazon is obsessed with the "user experience". "If I have a choice, my choice is to make the consumer experience first and then let the consumers speak for you," said Amazon president in an interview with Chinese entrepreneur. In order to enhance the experience of consumers, Amazon has made a lot of efforts and inputs. For example, the distribution scope of self built logistics has reached more than 1000 cities, including the county-level cities, and expanded the commodities category as far as possible. This is undoubtedly the core competitiveness of the marathon race with B2C mall such as Jingdong mall. In 2009, Amazon completed an important transformation of the IT system and achieved digital management, resulting in a 5 percentage point drop in bad stocks.
Guo Zhaohui, vice president of Amazon, when communicating with his boss and reporting to his boss, always comes first in customer complaints. Secondly, whether the stock is timely, sufficient and reasonable, whether the price is cheap or not, and whether the expansion of the product is smooth or not will finally involve the improvement of the performance. All these allow Amazon to spend a lot of time and effort in docking platform, warehousing and expanding the category, but these are all around the user experience in building their core competitiveness, and finally bring a considerable advantage to them, that is, Amazon's brand role. At the same time, after Amazon's shipment of goods from warehouses in the United States, unified packaging and logistics distribution, its high control of service level not only enhanced user stickiness, but also surpassed the Taobao and Dangdang, which took the lead in opening the platform but only played the role of commodity display and payment platform.
Jingdong mall, Taobao as a representative of the run. Just when Amazon wants to keep steady and steady development, Jingdong mall has adopted a fast running strategy -- first enforcing the territory and then harnessing it, and quickly attacking the market in the B2C market. In fact, China Internet Corporation has always pursued the principle of "user is king". Its growth pattern usually begins with advertising, and then begins to flicker. No matter wholesale or sale, Sina, Taobao and Baidu have defeated us opponents by this way, so that they can not have a chance to make a comeback. However, the "user king" here refers to the number of users rather than user experience.
In mid November 2010, in addition to providing "I want to open shop" for businesses, China's Amazon began to enter the stage of providing "Amazon distribution" and "one-stop after-sales service". Taobao has already made B2B2C like the US Amazon. Jingdong mall is also heading in this direction, trying to open the third party platform. An insider said that if we want to achieve the ideal state of the third party platform, we must have huge traffic support. At present, the flow of China's Internet e-commerce (e-commerce channel) is rapidly concentrating on Taobao and Jingdong mall.
Thinking. In the fierce competition of domestic e-commerce enterprises, the number of users or user experience? What is the best layout for fast running, enclosure and jogging? It seems that it is difficult to make a conclusion at a time, but the problem we can see is: 1., the scale of business. There is not much time left for Amazon to plan slowly. How to make more Chinese users choose to shop on Amazon is still a problem. If we can not quickly promote the scale of our business, then the result of waiting for Amazon will be forever "second". 2. homework. Jingdong mall, which has acquired $150 million in financing, even has the same open platform as Amazon. The Jingdong mall is also ready to make up for those "homework" that have gone down in the past -- expanding categories, building warehouses, improving logistics, increasing distribution and upgrading customer service. If in two years, Jingdong mall will make up these lessons, will Amazon have enough scale to compete with Jingdong then?
The awakening of brand awareness
Taobao mall. In November 1, 2010, Taobao's B2C platform, which has been born for more than two years, has released a new independent domain name and vertical market strategy. Taobao has announced that it will invest 200 million yuan in the next 3 months for Taobao's brand promotion. Alibaba has long dominated the B2B market, and Taobao has focused on C2C business. Although Taobao mall has the essence of B2C from the very beginning, it has been covered by C2C's hat. Taobao mall uses an independent domain name logo to fully enter the B2C market, and thus formally fill the gap of B2C; and the vertical market strategy means that Taobao mall will compete with Lok cool, Dangdang, Jingdong mall, and excellence. In addition, Taobao mall also plans to build corresponding systems, establish industry standards, and fulfill the promise to consumers in accordance with all aspects of brand building, commodity management, store operation, consumer purchase, logistics distribution, after sales service and so on.
Traditional enterprises "Amoy" brand. How to extend from the offline to the Internet in the era of brand? The rapid development of the Internet platform has made the brand rise from a hundred years to ten years to a few years. When a lot of brand names became legendary overnight, more and more traditional brands began to enter Taobao mall. At present, Taobao mall has selected 105 Amoy brands as a demonstration, and has more than 200 million members and more than 100 selected network brands.
"Out of the Tao" action. Subsequently, some Amoy brands began the path of "going out". With the famous brands such as Mai Bao, Justyle and other famous brands, Jingdong has entered the three party platform such as Jingdong, Amazon and Amazon, and its sales have also increased rapidly. After breaking away from Taobao's nutrition, whether the brand can grow independently remains to be tested in the market.
Service branding
Building a successful brand is the goal of many enterprises. Compared with traditional enterprises, e-commerce enterprises born on the Internet need more effort due to their short development time and low brand value. In the field of online shopping, the factors that determine consumers' evaluation are not only products themselves, but also a series of services that are closely linked to the products themselves from information search to selection, order, payment, logistics, return and so on. These services are intangible, procedural and inseparable from the provider, making customer service (customer experience) a key component of e-commerce brand, and sometimes even more important than the product itself. Therefore, high quality and ingenious service will become a trump card in the hands of e-commerce enterprises. The golden rule that must be observed is that every contact with consumers becomes a "moment of truth".
We can see from the above mentioned Jingdong mall "complemented homework", the Taobao mall launched the independent domain name and vertical category combing marketization strategy, we can see that many e-commerce enterprises in China have begun to make services brand building action in logistics and after-sales service. However, in the process of building up a brand in a solid way, how can e-commerce enterprises really take the "stone of other hills" to attack the brand of jade in Chinese market?
Building the core strengths of service experience
With the changing demand of consumers online, customers need more personalized services besides cheap goods. Therefore, focused, accurate and deepening personalized service experience is one of the important means for e-commerce enterprises to attract customers, and it is also the inevitable trend of the future development of the industry.
Not only is Amazon's "user experience", but the internationally renowned luxury brand YOOX has again made a perfect interpretation of the important role of service experience in brands. Marchetti, founder of YOOX group, said: "by 2015, China will become our top three market. But we are not in a hurry to make money. The urgent task at present is to improve the quality of e-commerce here. I am the brand's defender on the Internet, so I will try my best to prevent them from being hurt. The YOOX group has made full preparations for Chinese consumers to enjoy the ultimate online shopping experience. Although the brand of YOOX itself is a genuine credit guarantee, it still uses microchip technology to prevent counterfeit electronic signs (RFid) to ensure that consumers purchase brand authentic products. In addition, free return and try on waiting services provide consumers with a convenient and respecting experience. Support for cash on delivery and various local network payment platforms ensure the safety of consumers' payment methods. Most importantly, YOOX group has established a logistics center in Shanghai. Fast FedEx professional services, Quan Zhongwen interface, local scale conversion, local currency transactions and all Chinese perfect customer service have also solved many worries for consumers. Every exquisite packaging gift box from official online flagship store and thecorner.com carries the meticulous service and commitment of YOOX group to the consumers behind the scenes.
Enhance brand awareness and image
For B2C enterprises, whether their positioning efforts can be successful can be seen from the users' cognition of their brand, that is, which position or what kind of image do they have in the mind of users. For example, the signal that Taobao sends to the outside world is low price, B2C, department stores; the signal of Jingdong mall is the sale of electronic appliances; the most powerful clothing category is that of all guests; the advantage of red children is maternal and infant products and cosmetics; the best thing to do is book category; Amazon began to transform into an online shopping mall after selling goods in 2005, although books and audiovisual products account for only 50% of the total, but the impression that Amazon still gives to the outside world is still an e-commerce website based on book selling. In order to change position and image, an enterprise should pay attention to user experience, and its brand communication is crucial.
Finding the right channel for brand communication
No matter online or offline, the most important thing is the concept of consumer center, that is, precise positioning and contacts should be made according to the characteristics of users, the resources and needs of enterprises. When choosing what kind of communication tool, enterprises need to ask such a question, "who are my users? Where are they? What kind of media preferences and information contact habits do they have? How does this special tool help me achieve my goals? The brand advertising of Jingdong mall Football League is designed based on the characteristics of male consumer groups of electronic products; Amazon will only advertise on search engines, and spend money on advertising for brand and sale. If consumers want to change the way of media contact, the result will be a loss to gain. Perhaps this is why Amazon does not advertise in other media.
Now the media is paying a little attention to the social networking SNS. In fact, from the perspective of marketing thinking, SNS is only one of the many channels of brand communication. You can't simply assume that social networking is hot, so everyone has to join it. The YOOX group's attitude towards social networking is to participate, but it will not repeat and overuse. For example, it only releases news that can not be found elsewhere on Twitter, and designs interesting activities for Facebook followers and fans.
In the fierce competition of domestic e-commerce enterprises, the number of users or user experience? What is the best layout for fast running, enclosure and jogging? It seems that it is difficult to make a conclusion at a time, but the problem we can see is the expansion of business scale and how to make up the homework. The characteristics of service's invisibility, process and indivisibility of the provider make user experience a key component of the brand of e-commerce enterprises, and high quality and ingenious service is an important means to achieve this goal.
 

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