Li Shujun, Director Of GXG Electricity Supplier, Talks About Brand Marketing

"Double eleven" that day, we are offline.

The system has also made a prediction of "double eleven", because there will be a store celebration in line with Yintai this month, and the growth rate under the line is also very high.

On the day of online, our two brands add up to 100 million. Last year, our two brands added up to 46 million, achieving a 100% increase.

The data can show that in fact, the electricity supplier can expand the entire demand, while online growth can still achieve 100% growth.

In addition, with the extension of payment means, we made one million wireless last year, and this year we have five million of mobile phone payment. I personally prefer to buy with mobile phone, and I don't like buying online, because I choose products in such a large web page.

The four aspects of Internet e-commerce are about to change.

First, the brand's online and offline markup rates will change.

The markup rate of offline brands is relatively high, because the rate of increase is too high, maybe consumers are not particularly willing to buy, but now can not be changed, because the whole business form under the line is like this.

But with the impact of e-commerce, the rate of increase will change, just when to change.

The second is the change of channel pattern.

The original channel only has offline shop, Shoppingmall, wholesale market competition. In the future, it will be the channel competition of the whole network system. This pattern will change.

For us, how to see the Internet, there will be nearly eight hundred million Internet users in the future.

If the assumption is that an empire is the whole world population, it will be the third largest empire in the world, and the market is huge. Therefore, the brand will surely seize the market.

If we want to take advantage of it, we must change the customer experience and change the consumption pattern.

For example, take this "double eleven" as an example, because we do one hundred million a day, so that we need to complete 140 orders per minute, 580 yuan per unit price, only 70 thousand yuan per minute, and only one hundred million per day.

This time we succeeded in letting customers really reduce the consultation rate. The maximum amount per minute is 1110 yuan free. At this time, consumers do not come to consult with you. They are quick to grab goods.

At the same time, we have done a lot of collocation sales, which can change the customer experience.

Third,

Will change.

Someone asked me why I like to buy on the Internet. He said that because he could interact and see the evaluation, salesmen told me well that he couldn't really touch him, but many of the Internet's existing evaluation experience would change with the impact of e-commerce.

The fourth change is product innovation and product quality, and the customer needs of products will change.

For example, Yin man, they are doing in C2B mode, which is actually a good trend in the future.

But it is hard to make the whole order system a year ahead of time.

With the change of e-commerce, the fast supply chain will be built up.

Therefore, in the Internet era, with the "double eleven" as the representative, the pattern that it can bring to the new retail format is the change of brand markup rate, the change of channel competition pattern, the change of quality innovation, and the change of customer experience.

Under the impact of the whole channel, the new retail format will go through four stages: the first is the impact, the second is the change, the third is the reshaping, and the fourth is the stereotype.

In the process of the whole change, there may be Tmall's accession. Maybe the government has joined. Maybe the speeches of professors may affect the government. Maybe there is a change in our brand.

After a period of time, the state of our new retail format will be reshaped.

In the process of remodeling, my personal view is that the future must be integrated online and offline. I personally prefer the model of UNIQLO, which is consistent with online and offline prices.

Similarly, maintaining a reasonable rate of increase and providing a unified experience online and offline will have good results.