Nike, Zhou Dafu And Other Big New Products Love Online Debut

Nike's Sport Watch sports watch, Zhou Dafu kiss fish foot Gold Pendant, VANS Limited new Hello Kitty tide shoes...

In June 2012, many big names were in succession.

First new products, seize the market.

So, why are the new products on the Internet starting?

Is it so attractive?

Brand new launch line

Online shopping as an auxiliary sales channel has already gone through the initial stage of e-commerce development.

The proportion of the crowd continues to increase, online shopping platform not only become the main channel for merchants to ship, but also gradually become the vogue of fashion vogue.

And more and more brands are also aware that online shopping channels will become the largest and most potential channel in the future.

If the enterprises can get high speed growth and gain advantage in the market competition, the online shopping channel will become one of the main battlefields.

Earn popularity

Generally speaking, online shopping consumers are relatively more fashionable, and the consumption capacity of new products is also stronger.

Putting the season's new products online for the first time, the actual sales volume and the effect of communication are not achieved by traditional channels.

Because it is the first season new product on line, the brand can save a lot of regular fees, such as venues, personnel, publicity expenses, etc., and the cost saved to consumers can not only promote sales, but also enable consumers to get the ultimate benefits.

However, reducing costs is not the key reason for attracting brand names to choose new products on the Internet. What's more important is the flat features of the network platform, such as space-time, cross regional and channel, so that new products can be pmitted to consumers as much as possible in a shorter time.

The first stage of network platform can not only earn consumers' eyeballs but also enhance brand's popularity.

Sales volume

In addition to being able to lock in the core target consumers, the actual sales volume brought by the network start is also not to be underestimated.

At present, clothing, 3C, cosmetics, cars and so on are beginning to release new products on the Internet, and the effect is obvious.

For example, the 5000~7000 yuan Panasonic GF3+G3, the first sale of 109 units, sales are 10 times the entity flagship store under the same line, Panasonic China headquarters for this special set up the Tmall e-commerce exhibition hall, Audi model A6L2012 model and other first starting prices range from 380 thousand to 740 thousand yuan, but the selling point of the car can be made for a few days by the Internet users to leave the list.

In addition, Lenovo Pad, Haagen Dazs moon cake ice cream, Ray-Ban glasses, L'OREAL cosmetics and other starters have become the focus of attention.

Internet starter has become a more and more popular marketing tool. Most brands promote joint marketing on line and offline as a necessary means to expand the market.

However, the online starter is also facing a price problem. For brand dealers, the direct price reduction is indeed the biggest temptation for consumers, but it has certain damage to the brand agents under the line. Therefore, when brand new products start online, they can attract consumers' attention by means of limited setting and so on.

Lenovo Pad gave the consumers a total of 200 yuan discount and 1 cents for the accident protection service when it was pre sold at Tmall.

When Matsushita GF3 first started online, although the price was consistent with the line, it provided a $1200 gift package for users online.

Multi platform debut, brand appeal is heavy

At present, there are mainly e-business platforms on the Internet, such as Tmall, Amazon and so on; vertical professional e-commerce platforms such as Lok bee net, and group buying network platforms, such as Juhuasuan, etc.

The online starter mode will become more and more abundant. So, how can we maximize the marketing effect of the Internet first?

Integrated platform: "location" is the most important.

The comprehensive e-business platform, which has unparalleled brand influence, traffic and sales volume of other e-business platforms, has become the core choice for many brands to launch new products.

According to Tmall's data, the brand awareness and popularity of brand new products increased by 3 times than that of other brands through the launch of new products on Tmall platform. The popularity and collection of first-line brand stores involved in the first activity page increased by 3? 6 times.

This shows that more and more consumers have endorsed Tmall's first purchase.

Tsinghua Tongfang TV entered Jingdong mall, Taobao, excellence, Dangdang and many other e-business platforms in June this year. It also launched the "Tsinghua century centred version" LED new product online first. It not only won good online brand communication and sales volume, but also broke the practice of many home appliance companies keen to hold a new product promotion meeting under the line.

This network first mode provides consumers with better service and experience.

Traditional enterprises take advantage of comprehensive e-commerce platform to start new products, which can effectively achieve high coverage of brand communication, and can get online sales.

However, since the comprehensive platform has already belonged to the Red Sea market, if the brand wants to attract popularity and get sales through the Internet, its new products will need to be more consistent with the fashion and quality of the network platform.

Products that have strong brand influence and unique consumer groups will have more opportunities.

If you can be recommended to the front page of the platform for new products, the effect will be much greater than that in the flagship store itself.

Although the comprehensive platform has many advantages, but it lacks accuracy, so how to attract effective customer attention will be the core topic.

Vertical platform: "activity" is the core.

Vertical e-commerce platform is also an important choice for many brands to start new products. It has the precise customer base and the high reputation and reputation accumulated by the brand in the industry.

Small businesses such as red kids, van guest, thousand search, Jingdong mall and so on are all the leaders of vertical business.

Brand new products on such platforms require the perfect combination of products and activities to attract consumers' attention and ultimately achieve precision marketing.

For example, in July this year, Procter & Gamble's skin care brand OLAY entered the happy bee network. It launched OLAY's full line product full 200 to 400 huge frenzy. It has more than 1000 yuan of Pro-X white formula three paces set up the world's first 0 yuan trial.

At the same time, Procter & Gamble's VS, PANTENE, Yi carlu, Gillette, Hu Shubao and other brands congratulate, Hao Li, full reduction, 0 yuan award, buy, micro-blog forwarding, and so on 5 good gifts to compete, the activity is great.

It is the perfect combination of activities and starters. OLAY has attracted many precision customers' consumption, and has further improved the customer experience. The new product promotion has achieved good results.

However, although the new products of vertical platform are accurate, but limited by platform traffic, the scope of activities is narrow. If multiple similar vertical websites start new products in the same industry, it will lead to waste of resources. It is best to operate with integrated websites, which can not only achieve wide dissemination of brands, but also achieve precise marketing.

Group buying platform: "price" based

The biggest effect of group buying platform is not only the precise dissemination, but also the ability to quickly pform communication into sales volume.

Most of the new products on the group buying platform can get discounts or even gifts, so they can gather huge consumer groups, so that the brand can get a high exposure rate and acquire new customers.

For example, in March of this year, Haier's Leader commanding 39 inch LCD TV set for Internet users was first launched on Juhuasuan group buying platform, and 4299 netizens bought the first new product at the final closing price of 24% off by prepaid group purchase.

During the 3 day activity period, 368 thousand netizens participated in the new group purchase, which was divided into three price gradients. The more the price of the purchaser, the cheaper the way. It fully demonstrated the strength of the aggregate of consumers. By the end of the activity, the sales volume reached 9 million 880 thousand yuan.

Group buying e-commerce platform can bring huge brand communication effect and actual sales volume to brand players, but if brand new discount is too strong, it will damage brand value and offline channels. If discount intensity is too small, it is difficult to attract more consumers' attention. Choosing a more suitable new product price strategy is very important.

Because the group buying e-commerce platform is mostly oriented to regional consumers, its brand communication is relatively narrow, so it will be more valuable as a supplementary channel for new products.