Are Internet Brands Suitable For The Road Of "Mouse + Cement"?

Network brand refers to the use of network environment.

Brand landing should focus on consolidating online competitiveness

Whether the Internet brand will land or how to land is related to the life cycle of the brand, the type of brand product and the overall strategy of brand development.

Internet brand can not land for landing, the key is to make clear what the purpose of landing is.

Internet brand must have an important prerequisite for landing. The brand has reached a certain reputation on the Internet, leading the consumer group and the scale of operation, that is, the Internet is already a brand that can "eat".

If you can't be strong on the Internet, it's often hard to expand the channels by landing. It's hard to get the best of the two lines, but the channels are not good enough because of the scattered energy.

The basic principles of brand landing are: giving full play to the advantages of each channel, realizing the organic integration of consumers' online and offline experience, and strengthening the network brand by mutual effort between channels.

As a network brand in the field of diamond ornaments, diamond bird has been selling online since 2002. By 2005, it has established an experience shop. In recent years, it has received wide attention and recognition for its high quality products and its price lower than 30% of the same industry.

Although diamond birds can achieve a certain scale through the line, but for diamond jewelry, which is often tens of thousands or even tens of thousands of high-end consumer goods, the network channel imperfect credit system and diamond jewelry for the quality of the high demand, or blocked many people just through the Internet channel to make the purchase decision footsteps, online under the establishment of experience center has become the inevitable demand of network brand to occupy a larger market share.

As a compromise, the first experiential shop established by diamond bird in Shanghai did not choose the vast majority of jewelers' favorite commercial shops. Instead, they chose the office buildings and took the low-cost pragmatism strategy.

For online brands such as diamond birds, landing brands can only be easily accessible to consumers: there is a network as a guide, plus consumers' word of mouth.

When consumers see the whole process of diamond finishing and get a satisfactory experience, the company will guide consumers to complete the order process online.

In fact, most consumers acquire many knowledge of diamond ornaments through the Internet, and the function of the experience center is to strengthen the relevant knowledge and solidify the brand image.

From the location of the diamond bird experience center and the guidance of consumers through the network order, the company's positioning for these two channels is very clear: no matter how to expand online channels, as a network brand of diamond birds always adhere to the core value of consumers, through low-cost operation to reduce the purchase cost of consumers, so that consumers get more benefits.

The diamond bird began to advance to more two or three tier cities in the expansion of the experience center. It still insisted on one city, one store mode in the construction of the ground store. It hoped to ensure the low price positioning of the product with the lowest operating cost.

From the perspective of brand management, this practice is undoubtedly correct: no matter how to expand channels, brand positioning should not be changed easily, otherwise, the brand recognition of consumers will be affected.

When a pattern is successful and more followers enter, sticking to brand promise will also become a competitive advantage.

Similarly, the development of online brands to ensure online brand advantage and Mcglaughlin, a female B2C shopping website, has gone through the development stages from directory mail order to network operation to offline store development. At present, these three kinds of channels of Mcglaughlin are in use.

With the capital advantage of venture capital, Mcglaughlin has now set up hundreds of entity stores, which are said to have expanded to 2000 within a few years.

From the point of view of its channel, the enterprise has not regarded these entities as the main profit channel, but regarded it as an entity interface to expand brand and improve customer loyalty, and become an important way to enrich and improve its consumer database.

These shops, which are built in cities, can not bring profits to enterprises according to their commodity positioning and profit margins. Their main function is to channel consumers to network sales channels and consolidate network brand services.

As a counterexample, it is also the PPG of clothing sales enterprises. According to the study of vintage CEO's old age, although the company claims to be a network brand, 95% of its sales come from mail order catalogues and telephone sales, and a large number of advertisements are sold on TV and print media to sell products, resulting in the breakup of capital chain and bankruptcy.

It has not grasped the core of the network brand, and has not fully exerting the value pivot function of the network channel, but has relied on the traditional sales mode to carry on the operation.

In the end, PPG, regarded as the founder of the fashion industry B2C mode, fell into a desperate situation when the outside world seemed to be in good shape. This lesson is extremely painful.

From the above two enterprises that have developed to a certain scale and still have a steady business, the common feature of their online and offline relationships is to avoid the fact that they do not focus their efforts on the physical channels. The expansion of offline channels is closely related to the core business of the development of network brands, and the real value of the network channels to consumers can be achieved through a solid job.

Grasp the core value of the network brand, and do everything around the core advantages. This is the core experience for enterprises who want to enter e-commerce.

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The way of brand landing depends on the way of brand interface management.

Although the Internet brand is famous for its network, it is not limited to cyberspace. It is a combination of all the elements associated with the brand.

For the network brand, apart from being the website of the brand base and the consumer oriented information provided by the network marketing, all links involved in the industrial chain of the network brand in the process of commercialization are the organic elements of the network brand, which constitute the network brand interface.

Interface refers to any entity, including personnel, machines, products and various kinds of products and brand information, which are related to consumers when they are in commercial operation. They are set up externally or internally by the company to manage the interaction and relationship between the enterprise and consumers, the market and the employees.

From the material environment (such as retail stores, service counters) to material environment, such as salesmen, interactive stalls, sales promotion, to the third party influencers (such as website, word of mouth recommendation), the elements that are created by the enterprise for consumers are all interfaces.

In a word, as long as consumers are able to come into contact with all aspects of brand image, they belong to the category of interface. From the point of view of brand building, these links belong to brand interface.

From the actual operation of network brand, except for a few pure digital products, such as network audio and video, online reading and other products that circulate and consume only on the Internet, the vast majority of products will involve offline links.

Apart from the network interface, these brands will also have multiple material entity interfaces.

When building a network brand, this kind of enterprise must deal with not only the affairs on the network interface, but also deal with the affairs on the entity interface at the same time, such as goods supply, product distribution, experience center, offline advertisement, etc.

If a company wants to get the largest number of consumers, the brand construction must do more than just those things in the network space, but a lot of online and offline businesses and maintain consistency. In the final analysis, consumers can get a good customer experience online and offline: enjoy convenient and rich information services through the Internet, and get quality landing services in the actual consumption links.

In fact, there are many links in the landing service that helps consumers ultimately buy their products.

In other words, there are many brand interfaces on the landing link. From logistics distribution, physical contact to payment settlement, every step may affect consumers' shopping experience and purchase decisions.

In all these links, the traditional concept is that the entity store is the most core interface, which is set up to satisfy the consumers' deep experience, and is the core content of brand management.

The reason is that consumers' brand knowledge is deficient in traditional consumption environment.

When other channels can give users the information that can not let consumers have good experience and make consumer decisions, entity stores are undoubtedly the most important channel for consumers to get key information and get practical experience.

Under the network environment, consumers can achieve inquiries, parity, and other consumers' evaluation information through network tools, and enterprises promise consumers to inspect products face to face, return goods that are not satisfied, and ensure that they deliver their products within a certain period of time. When all the processes covered in the consumer purchase process are handled well, they can fully satisfy consumers' multi-level experience of commodities.

Let consumers get enough information to make purchase decisions, and consumers can get rights and interests in the purchase and after-sale links. If these conditions are met, then whether Internet brands own physical stores will become less important.

In this respect, the practice of Fan Cheng Kai pin has created a completely new model.

Fan Kai pin, which was launched in 2007, is a fast growing online brand that takes full advantage of the convenient Internet access. It provides consumers with rich information on clothing products online and attracts consumers with low price strategies, such as T-shirts priced at $29 by Han Han and Wang Luodan.

In order to solve the problem of consumers' lack of product experience, in 2009, the company launched two initiatives: consumers in the front of the delivery staff to be interviewed and paid after satisfaction. Consumers are not satisfied with the products and can be returned unconditionally within 30 days.

These two practices to improve the operation cost of enterprises have greatly improved the initiative of consumers in shopping and improved customer value.

From the point of view of brand building, the practice of fan Ke Cheng has undoubtedly enhanced the pparency of the brand interface. Although there is no entity store, the deliverer who realizes the standardized service by the self built express system of the enterprise undoubtedly plays the role of the terminal service interface.

Consumers can see objects in the shortest time (24 hours), and whether decisions are made on the basis of "seeing is believing"; more importantly, consumers also have a trial period of up to 30 days. If there are still dissatisfactory places in the process of use, consumers can always return products. In the whole process, consumers do not bear any costs, and all risks are borne by enterprises. Such conditions can not be achieved by entities with physical stores.

That is to say, the interface and related rules provided by customers are far beyond other brands, which can not be compared with traditional brands or other Internet brands.

When the online brand meets these two conditions simultaneously, online information service provides consumers with the biggest choice space; the quality service under the line provides consumers with the best shopping experience.

Establishing a physical store is not a necessary condition to win consumers' attention. Instead, enterprises can use the huge funds to build experience centers to optimize related services and experience links, so that consumers can gain more customer value.

It is said that Vic has purchased the software system of virtual fitting from overseas, and develops it on this basis to prepare the function of network fitting, which will undoubtedly improve the online experience of consumers and enhance brand competitiveness.

The business mode of selling apparel on the Internet platform is no longer a new thing. But only in the short span of more than two years, the industry leader's position can be achieved. The key is to make the landing interface that the enterprise should do and has never done or failed to do.

In 2010, the sales volume of van customer's products reached 2 billion, and the repeat purchase rate of products exceeded 30%. These indicators far exceeded the level achieved by previous business models.

Despite rumors that van customer will also expand to offline stores, it has not been implemented.

But if you want to understand the commercial logic behind a series of big moves in the management of landing interface, it is not a necessary option to set up a physical store.

For a network brand that is still in the market leading period, it is more important to recognize its unique advantages and win the recognition of consumers with the ultimate pursuit.

What fans want to do now is to concentrate on the best landing interface, rather than the conventional impulse to set up a physical store.

As long as we can solve the problem of customer experience and make good decisions on the last mile of consumer decision making, there is no point in not getting involved in physical stores.

In the conventional mode of "mouse + cement", "cement" is often equivalent to establishing a fixed location shop.

However, under the network brand mode, the interface constructed by "cement" can be mobile. As long as the interface is standardized, efficient, and can satisfy the consumer experience, it has value and vitality.

Just as the form and usage of the mouse are various, there are many ways to mix the cement. It is no longer only a way of mixing with the steel bar. If we recognize this point, we can create a different network brand and maintain a unique competitiveness.

It's not a mode of pattern, which is a taboo of Internet brand. It is very important to recognize this layer.

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Data oriented construction of network brand King

Among many books on the success of Google, a monograph entitled Search has attracted much attention.

In the view of author John Bartlett, search engine is a database that understands human intentions. By analyzing the keywords that users type, we can discover all kinds of desires of human beings.

The same applies to other Internet products on the Internet, because users' traces on the Internet can be traced back. By classifying many users' behaviors, we can find some trends and rules, and the rational use of these trends and rules will have great commercial value.

From the point of view of the enterprise's entry into e-commerce and the establishment of network brand, the most direct motive is to take advantage of its low cost operation, that is to get relatively high income at lower cost.

For those companies that are good at using the Internet, this is indeed a low input and high output field. It can achieve nearly 2 billion of annual sales in more than two years, largely thanks to the founder's familiarity with internet rules.

In recent years, he has had a good experience of creating excellent network. He knows how to gather popularity with the Internet and how to let consumers get homogeneous and low priced goods through the Internet, and he knows how to let users participate in the marketing process of enterprises to help enterprises to promote.

With the successful implementation of viral marketing, fan Kai Cheng has played an important role in enhancing the popularity of the brand.

But don't forget the old saying, "water can carry a boat, it can also overturn the boat". The low threshold of the Internet is also convenient for many competitors to enter the field.

The emergence of Vic is largely inspired by its PPG company. The reasons for PPG's failure are many. After comparing with VW, we can see that the former is the main reason for the strangeness and estrangement of the operation rules of network brand.

If a company that builds a network brand looks for the idea of "low cost", it will be very difficult.

For online brands, whether landing or not, when consumers reach a certain scale, they should fully explore the advantages of the Internet and plan the long-term future with "data oriented" rather than cost oriented.

The so-called data orientation is based on the analysis of consumer behavior data, to determine product development, marketing, sales and service strategy, and to incorporate enterprise management into the category of precise control.

Although traditional brands can also carry out data analysis, compared with the rapidly changing market, the data obtained by traditional methods are undoubtedly lagging behind, and it is hard to get consumers' real thoughts behind the data.

The advantage of Internet brand lies in enabling enterprises to get information about products in real time.

For example, the click through rate, purchase and return of a newly launched garment, and the evaluation information that consumers recognize or approve of the garment can be directly reflected.

Continuous analysis of these data can roughly judge the fashion trend of clothing, and develop new products on this basis, which will naturally get more consumers.

This is also true of high-end consumer goods such as diamonds. In addition to online click through rate, the information obtained by the experiential shop and the consumers face to face is more intuitive and accurate. Combining the data obtained offline with the online click data, the judgment made is more likely to approach the fact itself. Diamond bird is such an enterprise that knows its way and is successful.

The reason why Mcglaughlin can develop and sell marketable products is that it will be organically integrated from three channels of catalogue mail order, online shopping mall and offline shop. It will extract useful information from the channel as the basis of market development. Database operation has become the core competitiveness of Mcglaughlin. It is very difficult for other enterprises to copy this mode in a short time, because the data accumulated is irreplaceable and irreplaceable.

Mcglaughlin spent a lot of money on establishing a physical store, to a large extent, in order to gain valuable consumer feedback information.

Although it is difficult for a physical store to bring direct benefits, the value of data is immeasurable.

The sales volume of van customer's products is as high as tens of thousands of pieces per day. The total number of registered shoppers is over 2 million. The huge crowd and aggregated consumption data will undoubtedly greatly reduce the error of developing new products and improve the effectiveness of enterprise operation.

Fans will launch new products every week, and each new product will easily sell tens of thousands and hundreds of thousands of sales, and data orientation will play an important role in it.

With the help of the Internet and the valuable information provided by the database, the mass customization that enterprises dreamed of can be realized in product development. It can not only satisfy consumers who have customized needs, but also drive fashion by accurately grasping the trend and rules, so that those products customized for small groups can be produced in a large scale, thereby reducing costs and increasing sales.

It is possible for diamond birds to make mass customization through websites. The core is to standardize all processes that satisfy user needs.

At present, the diamond bird has formed its own customized product library, landing on the diamond bird website. Customers can complete customization by selecting drilling, picking and embedding, and let customers choose diamond from the global diamond library through different parameters, which greatly reduces operation costs and improves customer satisfaction, and the established consumer database can continue to carry out in-depth development.

At present, the most important function of the database established by the diamond bird is to get users' needs in time by analyzing the user's purchase behavior. The new products designed by diamond Xiao Wu are based on the analysis of past sales data, thus avoiding blindness.

Having a real and valuable database is an asset that can not be underestimated.

A proper interpretation of the value of data means that it grasps the trend, grasps the trend and grasps the golden key to the future.

Therefore, from the long-term development of network brand, the real value is not the low cost of the network platform, but the organic combination of low cost platform and high value database.

This is the core value of network brand management and B2C business mode.