The Secret Of Nike Chow Tai Fook VANS And Other Big Brand New Products Falling In Love With E-Commerce

Nike's Sport Watch sports watch, Chow Tai Fook kissing fish gold pendant, VANS limited new hello kitty trend shoes ... In June 2012, many big brands launched new products in Tmall to seize the market. So, why is the online debut so attractive to brands?

　 Brands launch new products online

The initial stage of e-commerce development as an auxiliary sales channel has passed. With the increasing proportion of online shoppers, online shopping platforms have not only become the main channel for merchants to ship goods, but also gradually become the vane of fashion. More and more brand merchants also realize that online shopping channels will become the channels with the largest increment and the deepest potential in the future. Whether enterprises can achieve rapid growth and gain advantages in market competition, online shopping channels will become one of the main battlefields.

　 Earn popularity

Generally speaking, online shoppers are relatively more fashion And has stronger consumption power for new products. When the new products of the current season are launched online, the actual sales and communication effects are beyond the traditional channels. As it is the first seasonal product launched online, brand owners can save a lot of conventional costs, such as venue, personnel, publicity costs, etc., and give back these saved costs to consumers, which not only promotes sales, but also enables consumers to get the ultimate benefits.

However, cost reduction is not the key reason to attract brand merchants to choose to release new products online. What they value more is the characteristics of the network platform, which is time-space, cross regional, and flat channel, so that new product information can be transmitted to as many consumers as possible in a shorter time. The first launch of the network platform can not only earn the "eyeball" of consumers, but also enhance the "popularity" of the brand.

　　 Want to sell

In addition to being able to target core target consumer groups, the actual sales volume brought by the network debut should not be underestimated. At present, clothing , 3C, cosmetics, cars, etc. began to release new products online, with obvious effects. For example, Panasonic GF3+G3, which sells for 5000 to 7000 yuan, sold 109 units for the first time, 10 times the sales of offline flagship stores in the same period. Panasonic's headquarters in China has specially opened a Tmall e-commerce exhibition hall for this purpose; The initial selling price of Audi A6L2012 and other models ranged from 380000 yuan to 740000 yuan, but the selling point of ready cars made the five cars ordered by netizens within a few days. In addition, Lenovo Pad, Haagen Dazs moon cake ice cream, Ray Ban glasses, L'Oreal cosmetics and other premieres have become the focus of attention.

The online launch has become an increasingly popular marketing tool. Most brands regard online and offline joint promotion as a necessary means to expand the market. However, the online debut also faces a price problem. For brand merchants, the direct price reduction is indeed the biggest temptation for consumers, but it does some harm to offline brand agents. Therefore, brand merchants can attract consumers' attention through limited quantity customization and other means when launching new products online. At the time of pre-sale of Tmall, Lenovo LePad gave consumers a discount of 200 yuan for full payment and a penny for accident protection service. When Panasonic GF3 was launched online, although the price was the same as offline, it provided a gift package worth 1200 yuan for online users.

　　 Multi platform launch, focusing on brand appeal

At present, the first online platforms mainly include comprehensive e-commerce platforms, such as Tmall Amazon Etc; Vertical professional e-commerce platforms, such as Lefeng; Group purchase network platform, such as Juhuasuan. The online launch mode will become more and more abundant, then, for brand operators, how to maximize the marketing effect of online launch?

　 Integrated platform: "position" is important

The comprehensive e-commerce platform, with brand influence, traffic and sales volume unmatched by other e-commerce platforms, has become the core choice for many brands to launch new products for the first time. According to Tmall's data, brand awareness and popularity of brands have increased by three times over other brands by launching new products on Tmall's platform, and the popularity and collection of first-line brand stores involved in the launch activity page have increased by three times? Six times, and the index of "purchase conversion rate" of the first product this year doubled. This shows that more and more consumers have recognized Tmall's first purchase. Tsinghua Tongfang TV entered many e-commerce platforms such as Jingdong Mall, Taobao, Excellence and Dangdang in June this year, and held the global debut of "Tsinghua Centennial Edition" LED new products online at the same time, which not only achieved good online brand communication and sales, but also broke the practice of many household appliance enterprises keen to hold new product publicity offline. This network launch mode provides consumers with better service and experience.

Traditional enterprises use comprehensive e-commerce platforms to launch new products, which can effectively achieve high coverage of brand communication and online sales. However, since the integrated platform already belongs to the Red Sea market In order to attract popularity and gain sales through the network's first launch of new products, brand dealers need to be more in line with the fashion and quality of the network platform. Those products with great brand influence and unique consumer groups will have more opportunities. If it can be recommended to the homepage of the platform to launch new products, its effect will be far greater than the spread in the flagship store itself. Although comprehensive platforms have many advantages, they lack accuracy, so how to attract effective customer attention will be the core topic.

　　 Vertical platform: "activity" is the core

The vertical e-commerce platform is also an important choice for many brands to launch new products for the first time. It has a precise customer base required by brands and a high reputation and reputation accumulated in the industry. Fine classified e-commerce platforms such as Red Boy, Fanke, Qianxun and Jingdong Mall are among the top vertical e-commerce platforms. Brands launch new products on such platforms for the first time. They need to combine products and activities perfectly to attract consumers' attention and ultimately achieve precision marketing. For example, in July this year, the skin care brand OLAY of P&G entered Lefeng. com, and launched a huge wave of benefits for all Olay products, including 200 free and 400 free, and the Pro-X white equation three-step suit worth 1000 yuan, which was launched for the first time in the world at 0 yuan for trial. At the same time, P&G's brands such as Sassoon, Pantene, Icaru, Gillette, and Hushubao congratulated each other. Five great gifts, including grand gift, full reduction, 0 yuan lottery, purchase exchange, and micro blog forwarding, were presented to each other. The activity was unprecedented. It is the perfect combination of the activity and the first launch that OLAY has not only attracted many precise customers to consume, but also further improved the customer experience, and the promotion of new products has achieved good results.

However, although the first launch of new products on vertical platforms is accurate, it is limited by the platform traffic, and the scope of activity communication is narrow. If the first launch of new products on multiple similar vertical websites in the same industry leads to waste of resources, it is better to combine the operation of comprehensive websites, which can not only achieve the wide spread of brands, but also achieve accurate marketing.

　 Group purchase platform: "price" oriented

The biggest effect of group buying platforms lies not only in their accurate communication, but also in their ability to quickly convert communication into sales. Most of the new products launched on the group purchase platform can get discounts, even gifts, so it can gather a large number of consumers, so that the brand can obtain high exposure and new customers. For example, in March this year, Haier's 39 inch LCD TV, a leader commander specially customized for Internet users, made its debut on the group purchase platform Juhuasuan, and 4299 netizens bought the first new product at a final transaction price of 7.6% through group purchase with advance deposit. During the three-day activity period, 368000 netizens participated in the new product group purchase, which was divided into three price gradients. The more buyers, the cheaper the price was, which fully demonstrated the power of consumers' aggregation. By the end of the activity, the sales reached 9.88 million yuan.

Group purchase e-commerce platforms can bring great brand communication effects and real sales volume to brand merchants. However, if brand merchants' new product discounts are too large, brand value and offline channels will be damaged. If the discounts are too small, it is difficult to attract more consumers' attention. It is important to choose a more appropriate new product pricing strategy. As most group purchase e-commerce platforms are targeted at regional consumers, their brand communication is relatively narrow, and it will be more valuable to use them as an auxiliary channel for the launch of new products.