The Flagship Store Of The Brand Network Is Operated By &Nbsp; Who Is The Culprit?

Some time ago, Huang Dehua acted as

Online shopping has become a kind of

Huang Dehua: This is a difficult problem and a key topic.

The flagship store of network brand is new. Everyone has little experience in online shopping platform.

The financial crisis has accelerated the arrival of online shopping shotcrete. Online shopping has become one of the effective choices for enterprises to break through the sales crisis. Many enterprises have begun to try online shopping.

For my brand flagship store, my personal advice is:

First, set up the viewpoint that net goods are convenient rather than cheap.

For various reasons, people have an illusion that

Second, when building flagship stores, enterprises need to make strategic choices: whether they are to open online stores or some products of their own stores? Do they operate their own online stores or entrust online stores? Generally speaking, they will build their own shops in the online stores with more popular networks.

After gaining experience, we will build our own shopping platform or network chain store, so that the three entities (entity stores, brand flagship stores and enterprises' own online shopping portal) coexist simultaneously.

Third, the price of brand flagship stores and physical stores should be approached.

The competitiveness of net goods is not the price, but the convenience and quality of shopping.

The price of net goods will not be low in the future, because the cost of network goods will be higher and higher, including the cost of online advertising.

Unless the cost of manufacturing is greatly reduced.

Of course, promotional discounts (such as spike) can be used to gather popularity.

If the price is different, the principle of separate operation of products will be implemented. The flagship flagship network store will run different commodities with the physical store, just like a brand, but the styles are different.

Fourth, give customers the value of differentiation strategy.

Online shops give customers convenient, decent delivery and low price; physical stores should display functions, endow customers with personal experience, human nature care and immediate delivery.

Fifth, give salesmen different skills.

Shop salesmen should train their network communication skills and know how to use network language.

Online stores have wide audiences, and network reviews are convenient and easy to spread. Therefore, shop salesmen should not only answer questions from the audience, but also need to manage all kinds of comments on the department or the brand in the network.

Store salesmen should train their face-to-face communication skills and visual merchandising skills (such as merchandising display skills).

Although the entity store audience is small, but the dominant cost of physical store maintenance is relatively high, many companies will regard the distribution point of the shop as part of the function of the physical store. Therefore, the salesperson of the physical store also needs the delivery capacity.

In addition to Taobao shop, Lining plans to build online shopping platform next year. How do you view the expanding network sales mode?

Huang Dehua: This is a very good question! Because in the next 3-5 years, almost all offline businesses will develop their own online businesses. The online flagship store and the self built online shopping platform will coexist simultaneously.

Because the Internet has become an important channel for consumers, especially young consumers to obtain product information, online shopping has become a part of young consumers' life.

And brand flagship stores and other online shopping platforms are very convenient for consumers to better understand the brand information and brand information of enterprises.

Online shopping platforms usually include customer managers or sales consultants who wait all day (24 hours) to wait for the customers to come. Through the interactive communication on the Internet, through online trial and try activities, the consumers' experience of product brands can be increased, thus increasing consumers' preferences for products and then buying intention.

Therefore, the operation of online flagship stores and other online shopping platforms can greatly improve consumers' associative degree, acceptance and reputation for enterprises and product brands, not just popularity.

Network sales is an inevitable trend of sales development. The future sales mode must be a combination of virtual and real mode.

As the current mainstream online shopping platform, Taobao has launched joint spike activities with many brands besides the introduction of brand network. How do you view the cooperation between brands and the Internet? What are your suggestions?

Huang Dehua: spike is a kind of sales way that Internet sellers sell some super low price products, all buyers rush online at the same time.

Because goods are cheap, they are often sold out, sometimes only for a second.

At present, in Taobao and other large shopping websites, the development of "spike shop" is swift and violent.

In fact, it is a new type of Internet promotion. It mainly builds up popularity, increases customer's desire to purchase and participation, and can be used as part of event marketing activities, so as to improve the awareness of product brand.

Any promotional activities should be appropriate and feasible, because its purpose is to promote sales.

There is nothing wrong with brand and network similar promotional activities. They are good for brands, Internet and consumers.

Of course, it is particularly conducive to online shopping platform, greatly increasing the flow and popularity of online shopping platform.

However, it is wrong not to be vigilant or to prevent the negative factors that are not conducive to consumers in the course of their operation.

Because every activity has two sides.

Now, online "spike" activities emerge in an endless stream. Cars, clothes, cosmetics, digital products, houses and so on all bring "spike".

It also created a professional "killer", the generation of "spike", to earn the difference.

The disadvantages of this kind of activity are not only occupational robbing and looting, but also the disadvantages of "spike" shops, the participation of "spike" in the sale of goods, and the lack of safeguards after sale.

A more important drawback is whether the last "spike" winner will be left behind. Whether the monitoring is in place, whether the process is pparent and impartial? Many spike activities are first paid and then delivered, thus providing space and time for the reduction of the cost performance of spike killing goods, while the spike killer does not have any right to supervise the goods.

For manufacturers, those famous manufacturers or product brands can quickly absorb netizens' eyeballs and gather popularity by expanding their popularity through spike activities.

It is recommended that spike manufacturers regard it as a part of event marketing, rapidly improving the association and acceptance and reputation of enterprises or products, instead of just stopping spike activities or spike products themselves.

At the same time, spike activity should be part of integrated marketing. From the pre kill planning to the spike kill, the salesmen should be managed by the special salesman. After the start of the spike activity, we should constantly report the process of spike activity objectively until the story of spike killing goods is used.