• <abbr id="ck0wi"><source id="ck0wi"></source></abbr>
    <li id="ck0wi"></li>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li><button id="ck0wi"><input id="ck0wi"></input></button>
  • <abbr id="ck0wi"></abbr>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li>
  • Home >

    Clothing Brand Moves Vertically From B2C E-Commerce To Department Stores.

    2011/2/25 15:56:00 166

    B2C E-Commerce Clothing Brand

    Most of B2C's e-commerce brands start from a vertical category and occupy the market at a very low price, such as Jingdong's 3C, excellent and Dangdang books, fan's clothing, red baby's mother and baby products, etc.


    Choosing a single category is conducive to collecting limited resources, striving for preferential supply channels, controlling operating costs, achieving product richness and supply adequacy under a single category, so as to meet users' needs in this category.


    However, an unavoidable problem is that the B2C brand of early vertical category can lower the price as low as possible and occupy the maximum profit in order to occupy the market in a short time. The purpose of brand development is ultimately to make profits. The maximization of profit is the ultimate pursuit. The original single category can no longer satisfy it.

    Therefore, how to get more profits becomes vertical when ensuring the current market strength remains unchanged.

    B2C brand

    In the next issue, product category will become the first solution from vertical to department stores.


    The pformation from vertical to department stores is not achieved overnight. The trend of different brand pformation is different. For example, the platform built by 3C shows better momentum in pforming department stores, and the resistance to platform conversion from clothing and books is more obvious.

    We call this platform "conversion potential energy", which attracts users to pform from single category to other categories.


    The pformation potential energy of platform is formed by the constraints of user demand factors and platform conditions (dynamic) factors. In the process of evaluating and utilizing potential energy, two factors must be considered comprehensively.


    User requirement factors


    Price advantage.

    The user's reference to the vertical price of B2C is C2C.

    TaoBao

    And the reference price for its department stores is offline shopping malls.

    Whether it is cheap or not must be the core motivation for users to decide whether to buy or not, but the basis of assessment is cheap and can be changed.

    There are several psychological accounts in the mind of the user. Whether the product is cheap to users depends on which mental account the user will put the price into.


    Psychological account A-- and C2C Taobao ratio, psychological account B-- and offline shopping mall ratio, psychological account C-- and personal affordability ratio price.


    When the B2C platform grabs the market, users will put their price into psychological account A to evaluate (because price is the only user can refer to the hard index), and when turning to department store products, users have passed the early monitoring of their quality and service, and distinguish their difference from C2C merchant. Users reevaluate other products to put it into psychological account B or C to evaluate.


    Quality assurance.

    The users' cognition of the vertical goods and goods will naturally turn to the department stores, but the evaluation of the specific product quality is the key index that affects the satisfaction of the users.


    For example, the quality of electrical products has formed a clear evaluation index in the minds of users. The difference between similar products of different brands is very small. The selection of users between brands is a game of product cost performance, and there is no obvious quality difference; the evaluation index of shoes and hat clothing products is not so simple; on the one hand, it is impossible to assess which brand is the product favored by most users at the same price; on the other hand, the evaluation criteria of different users of the same product are difficult to be unified; some cotton fabrics, some people think that the fabric is too sparse, and others think it is right.


    and

    Display products

    The sense of quality is to test whether the technical team of the platform has enough product sensitivity, such as electrical products display various configuration attributes to show the quality, but the clothing products are more concerned with details, and a button and a row of trousers are the embodiment of quality.

    If you take a vertical train of thought before making a department store, you can make the clothing page into an electrical page without any quality.


    Convenient service.

    The standard of evaluation service will change with the change of product category. To satisfy users, it is necessary to adapt to different categories of service requirements under the premise that the original service standard remains unchanged.


    From display, retrieval, order, delivery, after sale, B2C has the advantage over C2C, not placing orders.

    Service satisfaction is the main driving force for B2C users to repeat purchases. Service can enhance users' perception of product cost performance.

    Relevant data show that the problem of return system will cause a large number of old customers to lose.

    {page_break}


    After sale service is supported by many links, such as packaging, delivery, replacement, warranty and so on. Under each link, the requirements of different categories of products are different.

    For example, clothing and shoes are more important to replace goods. Beauty is more concerned with packaging, and appliances require quality assurance.

    When users purchase products from a category to other categories, the requirements for services will also change. Businesses with fast delivery speed may lose their trust in their refined products due to rough packaging.


    Platform condition factors


    The average unit price of vertical products.

    The regular customer unit price will affect the user's trust in the brand and the price expectation. The higher the regular customer price is, the higher the user's trust in the brand is, the lower the price expectation, the greater the potential to pform into other categories.

    Intuitively, if you buy a book less than 15 yuan on a platform, buying a 150 yuan cosmetics will feel great risk. If you buy 1500 yuan of small appliances on a platform, buying a 150 yuan cosmetics will be very practical.


    The quality of vertical products.

    The influence degree of product quality on the use experience is called the quality force, and the products with low quality are easy to seize the market, but the potential energy conversion to other categories is also low.

    The higher the quality of the original vertical products, the higher the potential of the platform to pform into other categories.


    The meaning of quality work can be explained by a simple example. If you buy pirated books, the only thing may be the poor printing quality, but it doesn't affect the core needs -- reading the content, and if you buy fake skin care products, it's hard to get back to the next level in your own face.

    Therefore, books are products with low quality, while cosmetic products are relatively high quality products.


    B2C platform will operate a product of a certain category for a long time in the early development process. The comprehensive perception of users' strength is also constantly forming. The brand image of B2C platform that operates different product categories is completely different in the consumer's mind, and the product with high quality and high quality will give users a strong sense of trust.


    The possibility of achieving consistency in service standards.

    Service prompting is the key force for customers to turn back many times. Service consistency refers to whether the service that customers receive from different users can be kept consistent according to the users' perception. In fact, the indicators of user evaluation of service quality are mostly fuzzy and perceptual, and it is difficult to quantify.

    On the other hand, the inertia generated by the service mode of the original products will also hinder the development of other types of services.


    For example, the delivery, installation and after-sale of DAC products are usually carried out by the manufacturer, and the after-sale of other products such as clothing and books is usually done by the channel providers. After buying the platform of the electrical appliances, the pressure on after sale will increase, and the focus of operation will also change, and the consistency of the services will be tested.


    Based on the above two analysis from users and businessmen, it is not difficult to see that B2C platform inevitably faces many challenges when changing from vertical category to department stores. If new products fail to get the user's approval, it is likely to bring more negative impression, which will affect the development of platform core categories and jeopardize the brand image.

    Of course, the potential of a B2C website to pform from vertical category to department store category is not only determined by the above indicators. This article is just a few ideas for evaluating the development of website category.

    • Related reading

    In The Face Of Such A Prosperous B2C Net Sales Market, Who Is Not Interested?

    Daily headlines
    |
    2011/2/25 11:40:00
    75

    Idyllic Fashion In Guangzhou

    Daily headlines
    |
    2011/2/25 10:18:00
    237

    E-Commerce Enters The Wireless Era Quietly

    Daily headlines
    |
    2011/2/25 9:21:00
    60

    給孩子買件衣服挺鬧心

    Daily headlines
    |
    2011/2/25 8:44:00
    39

    "Watch Beautiful, Wear Different" Online Fitting, Taobao Needs Thousands Of Faces.

    Daily headlines
    |
    2011/2/24 8:35:00
    57
    Read the next article

    The Minimum Tax Rate For Yachts Is Increased To 600 Yuan.

    According to the decision of the Standing Committee of the Standing Committee of the National People's Congress, the Draft Tax Law on travel and carriage will be submitted to the nineteenth session of the eleven NPC Standing Committee on the 25 day.

    主站蜘蛛池模板: 亚洲人成在线观看| 在总受文里抢主角攻np| 国产不卡视频在线观看| 久久精品国产一区二区三区肥胖| 亚洲综合精品香蕉久久网| 欧美亚洲另类在线| 国产精品99久久精品爆乳| 亚洲国产欧美91| 18禁止午夜福利体验区| 欧美日韩国产伦理| 国产精品成人无码视频| 亚洲伊人色一综合网| 俄罗斯激情女同互慰在线| 欧美人与动zooz| 国产激情精品一区二区三区| 亚洲av日韩av无码av| 黄色毛片一级片| 日本成人在线免费观看| 国产三级日产三级日本三级| 中文字幕在线成人免费看| 精品少妇无码AV无码专区| 好吊色青青青国产综合在线观看| 伊人色综合视频一区二区三区| 99精品在线视频观看| 欧美精品束缚一区二区三区| 国产精品哟哟视频| 久久综合久久网| 范冰冰hd未删减版在线观看| 成人免费公开视频| 你懂的视频网站| 91欧美精品综合在线观看| 欧美乱子伦videos| 国产在线高清视频无码| 中文字幕日本最新乱码视频| 福利视频一区二区| 国产色视频网免费| 乌克兰大白屁股| 老板轻点好痛好涨嗯啊视频| 女女女女BBBBBB毛片在线| 亚洲欧美一区二区三区日产| 成人免费大片免费观看网站|