Neglected Coins Are Two Sides &Nbsp; Network Marketing And Logistics Are Particularly Important.

Because many brands came into contact from the very beginning. Electronic Commerce It starts with Taobao mall, and the website has sufficient popularity and fixed logistics system, so many enterprises do not understand e-commerce and ignore e-commerce. Marketing And logistics are two important sections, but this is exactly the competition point of e-commerce in the future.

Internet marketing is not enough.

Apart from the marketing activities carried out by Taobao mall, few home textiles can be seen. brand Active marketing of e-commerce brand, most brands are passive acceptance. For example, the Singles Day festival held in November. Many home textile brands have benefited from this increase in popularity and sales, but because of the lack of brand promotion, no brand can break through many brands and seize more customer resources.

Open Taobao mall home textile version, consumers said that faced with many home textile brands, products can not choose, will eventually choose to often see in department stores, well-known brands. This is also a problem in the promotion of Taobao mall. The consumer group of the brand is relatively fixed, and the brand likes this brand under the line. It still chooses to buy the brand bed product in this activity. This is not entirely because consumer loyalty to the brand is high, but because consumers do not get more marketing information, such as which brand launched what new products, what are the advantages of new products?

Online, every brand knows product information is particularly important, trying every way to let customers understand the product characteristics, and to the online -- this information circulation faster and more convenient platform, most of the home textile enterprises instead become "introverted", information dissemination is not much. The reason is that the brand does not know enough about e-commerce marketing and fails to do well in promoting the brand network. This also exposes the abuse of Taobao brand as the sole e-commerce channel, after all, Taobao mall is only a large-scale electronic trading platform, and does not have the function of promotion and publicity. Therefore, the home textile brand should take the initiative to attack, through other related websites and their e-commerce website, timely convey the latest brand information to consumers.

Electronic commerce itself is a brand new sales channel. However, because the cutting-edge brand has not caught the marketing essentials of e-commerce and missed the marketing opportunity, the brand rank of online mall is still the same as that of offline brands. The old brand is still sitting in Taishan, and the new brand is hard to "go out".

E-commerce marketing strategy is even more extensive than entity marketing, such as website advertising, auction ranking, mail marketing, community marketing, integral feedback, etc. Through e-commerce platform, enterprises can easily establish customer information. For example, a simple feedback form can be used to understand the characteristics and preferences of consumers, and then collect customer information through offline stores together with targeted marketing of targeted customers through mass mail.

Recently, the brand of e-commerce home textiles has attracted the attention of Internet consumers. This is a brand designed specifically for online sales by a group of young designers and managers. Because its main consumer groups are the fashionable youth in 80s and 90s, Jue used many innovative marketing techniques in the initial stage of brand promotion, such as letting consumers apply for trial by filling in the knowledge and expectation of brand. Jia Chengwei, director of operations, said: "we only launched 3 products for trial, but in just a few days, we received thousands of trial applications. Many Post-80 and 90 consumers expressed their opinions through intuitive knowledge of the products, and even some people told their own stories to show their expectations for the brand."

Thousands of trial applications directly helped the new brand raise its focus. Jia Chengwei said: "at the beginning of the brand building, we firmly believed in breaking all constraints. Jue brand emphasizes the charm of independence and fresh elements, unique style, design position, bold colors and innovative ideas, so as to lead consumers to pursue their self life attitude as the brand theme, "START

YOUR DREAM is our goal and the slogan of the brand's debut. "

Logistics can not be single

Logistics is the most easily neglected brand problem. However, in the November Taobao promotion, logistics became the most fatal problem. Due to the large volume of orders in Taobao during the promotion period, the courier company broke the warehouse phenomenon. Buyers often need 2~3 times longer than usual to get the product. This makes consumers complain, even some consumers return, causing some trouble to enterprises.

Bo Yang home textile has learned from last year's experience, prepared adequate logistics preparation, and communicated with many express companies in advance to ensure that the goods were exported and delivered at the fastest speed. In this activity, Bo Yang home textile played a beautiful battle in logistics.

In fact, it is the most basic requirement of logistics for enterprises. Logistics is also related to the quality of service delivery and the issue of return. At present, e-commerce logistics is divided into two forms, one is the delivery of goods by express companies, the other is the delivery of goods by the website or company's own logistics personnel. Taobao mall uses the first method, and Jingdong, Dangdang and so on are second kinds. Obviously, the second modes of logistics are more assured, first of all, to ensure the safety and integrity of goods. Many Internet consumers have reported that products have been stolen or broken, and so on. In such a situation, they can not decide the responsibilities of buyers and sellers. This brand left a bad impression in the minds of consumers, affecting the two sale. Secondly, this way of logistics also provides more means of settlement, such as cash on delivery, allowing consumers to shop more comfortably. Although there are many people who are keen on online shopping now, the willingness to pay directly online is very limited, because the consumers are not satisfied with the products and are afraid of getting the products unsatisfied. Finally, the delivery of goods by the logistics personnel of the website can also solve the problem of return. The biggest drawback of online shopping is that the picture has chromatic aberration and can not feel the fabric. Consumers can not fully grasp the real information of the product, so the dissatisfaction of consumers after obtaining the goods is unavoidable. As a personal seller can not promise to return, but the brand is not the case, if the logistics can be a good solution to the problem of return, will certainly enhance consumer satisfaction.