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Dialogue Gu Haolan: Online Can Be The Front Line And Rear Line.

2014/3/28 13:02:00 8

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Channel Concept Development Mode Characteristics

many brands are complaining about the difficulty of the electricity supplier. They say they invest a lot but have little profit, but they can not give up the electricity supplier market. They are very contradictory now.

What do you think is the reason why branding is so inconsistent with the electricity supplier?

GU Hao LAN: an important reason for enterprises to complain is due to a huge expectation of the electricity supplier channel, hoping that the electricity supplier can change the status quo in the short term.

but this is unrealistic.

The electricity supplier is only a kind of < a href= "http://www.91se91.com/pioneer/" > sales channel < /a >, and no one channel can be built overnight.

In particular, the current situation of electricity price war is not healthy. This is also a reason that affects the channel effectiveness of e-commerce.

to change this situation, enterprises need to do a lot of things. Visible, invisible, and many places need to be changed.

some brands still regard the electricity supplier as a sales channel, and it is just a channel for selling inventory.

Another way to think about it is that if all stores on line are placed in stock, no more than 50 percent off.

How can you still hope for high yield? Two or three years ago, consumers' perception of the Internet was still a place to buy bargains.

Now that consumers have changed, the environment has changed.

How do you think to solve this contradiction? How can enterprises really show the power of the channel of the electricity supplier?

GU Hao LAN: now it is necessary to think about whether the low price promotion or the inventory clearing mode is healthy.

Take the Amoy brand or other foreign clothing brands as an example, they are not in a hurry to discount, they pay more attention to the product's < a href= "http://www.91se91.com/pioneer/" > value < /a > and marketing.

such as Amoy brands, they pay attention to whether consumers like my product, if they like, do more, do not like it.

They pay great attention to consumer experience.

last year, a sports brand in China was successfully combined with network marketing and charitable activities.

Although they do not have a very low discount, sales are still good, and the platform is willing to provide more support, which is a virtuous circle.

the brand electric business should consider more about how to shape the value of the brand, emphasize the tonal of the product, and improve the marketing method.

Form a benign development mode.

Less than P, the helm of the electricity supplier needs to put more energy on the road of looking ahead.

More should communicate with the boss, let them know the electricity supplier, know the electricity supplier.

The electricity supplier is not a channel, it is an ecological environment.

There should be product planning, design, R & D, supply chain (many brands only deal with logistics) and so on.

When you have a new product that sells well, can you fill it up in 20 days? Do you have the capability in your supply chain? These need strategic support from the company.

now the inventory of sports brand has been almost cleaned up. The sales mode of "clearing the stock of electronic business" has reached the end. You also mentioned that the low price promotion mode is not healthy.

What do you think the way of brand electric business will be in the future?

GU Hao LAN: online can try new categories.

For example, according to the current "a href=" http://www.91se91.com/pioneer/ "fashionable trend < /a > to judge what styles and fabrics of shoes and shoes will be popular in 2015, 14 years can be a short-term trial online, so that online can be used as the front line of the line.

in addition, although inventory is basically cleaned up almost now, there is one more thing to do: every brand will have a TOP10 ranking after the sale of every quarter.

TOP10 is a popular product this season, but for various reasons, it can not be sold offline.

But this part of the online product has an advantage, because the consumption records already exist, then the online part of the product can be taken over, continue to sell, is also very market.

generally speaking, on the one hand, we can make evergreen money.

Each brand has its own advantages, and there must be more products that consumers can recognize online.

Make some minor adjustments, become a unique product of the network, both continuous sales, you can also form the characteristics of your shop.

On the other hand, according to the tonality of the brand, combined with the trend of the network, try to make special contributions to the Internet.

But this requires a high degree of control over the product.

strong > many brands want or are trying O2O mode, but in this process, they encounter many problems, especially the offline sale and online sales, which makes the brand owners confused about the concept of O2O.

How do you understand O2O? /p >

GU Hao LAN: many traditional enterprises do not have the gene of network operation. The conflicts and contradictions that we see now are all at the front end.

But in fact, more conflicts are at the back end, which involves a whole set of things in brand supply chain.

O2O there will not be a very clear division in the future, there will be conflicts and contradictions, but there will be coordination.

Online ordering, offline delivery, I think this is an initial stage of O2O, more in the future should be through online communication and communication to promote offline sales.

online may assume a lot of functions of cultural pmission, such as a shoe, its design inspiration, design a href= "http://www.91se91.com/pioneer/" > concept < /a >, its various functions, and if these messages are pmitted through traditional marketing methods, the information has already declined a lot to the front line salesmen.

But these information online display will be very intuitive and accurate, so that consumers can better understand the brand.

product sales. If online and offline styles are separated, conflicts will also be reduced. Some offline branding sub brands will do very well.

we are both branding and consumer.

From the perspective of consumers, there is no need to know what O2O is.

You can buy your brand products online, offline stores can try them on, you can return them, or offline stores can see good products, and settlement can enjoy discounts or gifts according to the membership of the Internet.

In short, the consumer feels respected and refreshing. His heart is your brand dealer.

now the sports brand competition is very intense. Foreign countries such as Nike, ADI, Puma and so on invade the Chinese market. There are domestic brands such as Lining, Anta, XTEP, and 360 degrees.

In addition to price fixing, what aspects do you think the brand will need to exert in the future?

GU Hao LAN: whether it is a foreign brand or a domestic brand, there are similarities in the current situation, and the understanding of the electricity supplier is almost the same.

brand will pay more attention to differentiation in the future, and will emphasize its own characteristics.

Because the future market must be a segmental market, consumers will emphasize the concept of "me" in the process of buying.

Different people buy different products, according to their economic ability, work nature, working environment......

To judge what you need to buy.

In the future, everyone will know what P wants.

in the future, every brand will have its own characteristics, which can be price or tonality, but at least there must be one characteristic.

The whole product system will be clearer, and those products that do not know themselves in this area will gradually be eliminated.

the electricity supplier channel can not always be a price war. It will surely find a more benign and healthy < a href= "http://www.91se91.com/pioneer/" > development mode < /a >.