Marketing Ecosystem Accelerates The Era Of Fission Internet

First of all, YISHION ran to New York Times Square to launch long-range missiles to China. After that, it was "night attack" in Shenzhen's Beijing based 100 building, and the finale appeared on the three major Internet original women's clothing brands, including yam and Artka. This big hand written on the eve of double eleven has made the Internet brand the focus of the industry.

　 Marketing ecology rules in fission -- consumer rule

In the traditional commercial competition, many enterprises selling products rely on technology, concept packaging, media delivery, and strong channel execution. They can also push the brand and product "compulsive" to consumers, customers are God, and more will be remembered after service. However, in the era of Internet, the diversification of information access channels and the openness of information enable consumers to have more information and more choices, and the mode of electric business also enables consumers to have stronger and more direct voice and voting rights.

By June 2013, the scale of China's online retail market reached 754 billion 200 million yuan, an increase of 47.3% over the same period last year. User scale: as of June 2013, the number of users of online shopping in China reached 277 million, an increase of 29.4% over the same period last year. According to e-Marketer, a world-renowned market research firm, China's B2C e-commerce market will surpass Japan in 2013 and become the second largest B2C e-commerce market in the world.

When such a large number of users have the right of "direct election", entrepreneurs will find that the traditional terminal channel strategy and regular advertising input to guide the control of consumers are invalid. In the field of e-commerce, the leading role of consumers is even stronger. Recently, the so-called "blocking" battle between WeChat and WeChat is behind Ali and Tencent's scramble for the entry end of the electronic business in every consumer's hands.

Therefore, only by truly understanding the needs of consumers, creating a better consumer experience from R & D, production, service and promotion, can we interact with consumers, and brands can also win consumers. In fact, the change of the rules of the game is only a return to the essence of retail marketing.

　 The strong mode of new marketing ecosystem: accurate positioning win the market

To a certain extent, the traditional marketing era is centered on the production enterprise, and at the expense of personalized exchange of low cost of industrial production. But today's game rules makers are becoming more and more inclined to consumers, and consumers are increasingly individualized and fragmented. For traditional offline brands, it is difficult to meet the demand of sales scale based on geographical and channel restrictions and at the same time reaching the audience with the same personalized demand, and the contradiction between location refinement and sales expansion will also be encountered.

But on the Internet, enterprises can easily bring together a surprising number of consumers of the same demand, and the power of virus spread of individual consumer word of mouth can not be underestimated. This allows enterprises to enjoy both precise positioning and scale operation. Ma Yun pointed out that "small and beautiful" is the direction of e-commerce in the future. Precise positioning, more focus on product and service quality improvement, attract more consumers, rather than simply fight low price, and finally because of small and beautiful, because the United States and big.

On the Taobao Tmall platform, the Internet original women's clothing brand crack, Silman and ARTKA aka can achieve annual sales of 5-10 billion, with their precise positioning. The combination of folklore and fashion is a combination of folklore and fashion. Yin man walks with plain cotton and linen, and Artka aka is a classic retro style. It is not the clothes that attract many loyal consumers, but the style and the idea.

Fang Jianhua, founder and CEO of Inman, has repeatedly stressed that he did not blindly seek big in the media interview, but quietly settled down to do a solid job, not impetuous, insisting on the uniqueness of his product style, and maintaining the quality of the product. Find a point to achieve the ultimate goal, so that the brand can grow from small to large.

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Artka, the head of the ACA bridge, said that on the Internet, small is big -- brand positioning is accurate, small and beautiful, and serves a small group of people; as long as we are meticulous (market segmentation), deep (full chain control), and strong (leading position), the overall scale will certainly be great. It is precisely these enterprises' leaders who have deep insight and firm action on the characteristics of Internet marketing, creating a miracle that can hardly be born in the past marketing years.

　　 Big data marketing promotes competition: Internet brand takes the lead

Big data marketing is the main battlefield of future marketing, big data marketing will soon become the new rules of the game. This year, double eleven, Tmall has heavy measures in this field. While this concept is not yet popular, a number of e-commerce brands that have grown up together with the Internet have accumulated rich experience in the practice of many years, so they will take the lead in the future competition.

　　 Big data marketing The key of the strategy is not to grasp the huge data information, but to deal with the data professionally, so as to depict the consumption habits and behaviors of target consumers, and effectively apply them to marketing decisions and implementation, and this application is penetrated into the whole chain of marketing: product R & D screening --- supply chain management - inventory management - Network Distribution Channel - Marketing Promotion - after-sales service.

First of all, through the use of big data, the Internet brand can create an efficient product research and development --- supply chain management - inventory management between the three seamless docking system. Having mastered the consumption demand information of all terminal members, we know that those products sell well, those products should be eliminated, and production can be adjusted in time. This is especially important for women's clothing industry, which is diversified in consumer demand, especially in product color updates. Tang Dafeng, founder of the company, pointed out that according to the consumer's choice test and comprehensive CRM data analysis, we can closely calculate how many people will buy new clothing products, so as to arrange product development and new product output.

It is understood that last year, Yin man sold about 1850000 clothing, year-end inventory inventory of less than 150 thousand, inventory turnover rate 5.5 times, while the traditional clothing brand turnover rate is only 1-3 times / year. And now many traditional clothing enterprises still depend on the experience and feeling of leaders and design directors to decide the color of the flagship. Then, through the "anti season" order, they will push the goods to the channel agents, and how many stocks are not concerned about the mode. They will always see the consumers in a fog, which will obviously be passive in the future competition.

Secondly, Internet brand With the help of big data, it can provide consumers with more precise and effective value-added services.

According to the history of the history of Yin man supplied by Dangdang and the transaction records of users buying Dangdang online, it can determine the relevant characteristics of users. For example, if this member frequently buys parenting and pregnancy books, it is easy to infer that this is a quasi mother.

This is very effective in maintaining goodwill and loyalty to our old customers. The proportion of old customers in the sales of Internet brands such as rip, silk, Yin man and ARTKA aka is generally 40-60%.

　　 Tmall apparel Responsible person Yu Wei disclosed that last year Tmall's total transaction volume in 2012 exceeded 200 billion, and the Tmall clothing industry exceeded 70 billion sales volume. The competition for this big cake is becoming increasingly fierce. Many traditional offline brands have stepped up the offensive in the past two years, but in the sales volume of TOP10 brand, Internet brand still firmly occupies half of the country.

Moreover, as the strength of the new marketing ecology rules continues to strengthen, the development of Internet brand is still worth looking at. According to people familiar with the matter, they all have investment and access, and the amount of money they get is not less than one hundred million, which is the positive answer given by the capital market. The 3 companies were busy gathering interviews with all kinds of media before the double eleven, including the interview with CCTV-2 for half an hour, showing that they were also concerned by the media world.

Admittedly, the traditional offline brands are also investing more heavily, actively exploring and adjusting them, hoping to take the lead in the field of e-commerce. But in this competition, the first is the business thinking of competition, which is the thinking of Internet marketing.

Traditional large enterprises should start from the leaders of enterprises and to the marketing chain. Each department and partners will complete the transformation of their thinking and connect with the Internet mode. It will take time and difficulty to imagine. In the Internet era, speed is money, compared to their competitors, who are the leading brands in the Internet brand, who will have more strength in the future and who will get into trouble. The fact of the market will give us the answer.