The Popular Carnival Era Of Online Consumer Blowout: Where To Go From The Retail Format?

For brands, how to target the whole channel marketing is indeed a severe test that needs to be faced.

In the new retail era, how should the brand play this game? The future successful brand is undoubtedly a dual gene with traditional brand genes and electronic commerce genes. It has both the service standard of the traditional industry and the quick response and pioneer creativity of the electricity supplier industry, and breaking through barriers is the key.

120 billion 700 million! Refresh Tmall double eleven single day record again this year.

The 2016 double eleven opening was only 10 minutes, and the world payment record was refreshed by Tmall again.

Jingdong double eleven when the world's single volume exceeds 32 million orders, an increase of 130% over the same period, Jingdong sports goods sales of more than 3 million, sports shoes and clothing 1 million 100 thousand hot.

Hui Hui shopping assistant data report shows that with the rise of the national sports such as running and fitness, outdoor sports this year are also popular among consumers, and the attention has been raised to second, accounting for 19.8%.

In the category of shoes and clothing, the camel ends up with a total sales of 502 million, ranking first in the industry and ending up with perfect performance.

Salomon (Salomon) sales were nearly 5 times that of the same period last year, and sales of SAUCONY were 6 times the same period last year. Sales of Arthur (ASICS) were 3 times that of the same period last year.

Professional sports apparel has also been touted by consumers. Sports underwear sales are 12 times the same period last year. Sports tights sales are 13 times the same period last year, and ski equipment is 6 times faster than daily sales.

According to McKinsey's survey data, 72% of Chinese consumers pass several times a month.

Website, understand the product or service provided by the brand, 60% of people will directly communicate through this channel.

This means that when consumers are shopping desire, but they do not know the brand and the type of goods, the priority is to complete the order through online selection, offline trial, cost performance comparison, and the whole channel consumption has become the norm.

"

Making full use of online and offline data and integrating resources to provide consumers with the best experience of the whole channel has become a necessary choice for the brand to carry out future development planning.

The marketing mode of the whole channel is to weave multiple patterns into a "net". The online attraction is focused on "interest"; the entity store service enhances the "sense of experience", providing customers with more detailed product information and product mix selection, and seamless connection to achieve channel penetration.

"A lot of people say that the Internet is attacking all trades and professions, and it is not the same in attacking and destroying traditional businesses."

Ma Yun said that the electricity supplier only grasped and made good use of the Internet technology and ideas, and produced a business model that suited the Internet data age. The real impact of all walks of life, the impact of employment and the impact of traditional ideology and traditional industries were people's thoughts yesterday. They were ignorant of the future and not embracing the future.

"Full channel marketing is not equal to entity shop sales + Internet marketing and mobile terminal promotion," Li Yue, general manager of outdoor recreation, said in an interview: "electricity supplier is only a new channel in the traditional retail industry."

In order to solve the conflict between online and offline businesses, apart from the need for change of thinking in the retail outlets, the brand side itself needs to integrate the online and offline bursts into a whole while making the annual marketing layout, rather than each one.

For example, the brand image, the price system and the marketing plan passed online and offline should be unified.

As an early realization of online and offline business linkage brand, Decathlon's development path in China is worth learning from.

When it entered China in 2003, and in 2010, when Decathlon's store layout did not achieve 100 stores target, Decathlon chose to cooperate with Tmall.

By 2015, Decathlon's e-commerce platform had completed a 300% growth, while its offline platform also maintained an increase of 50%.

Online sales channels from a brand to brand are being gradually or partly pformed into brand's official website enquiry function, brand marketing into direct sale sales function, direct sales, after sales function, new product release function, through assisting entity store to show product evaluation to promote sales function, analyze customer and market database, and cultivate team's "C thinking" consciousness.

Brands need to re understand online

Store value and build online channel functions with online operators.

The whole platform has been very mature so far. Both Tmall and Jingdong have been very intelligent. They are very accurate in positioning people, regions, ages, interests and disposable income levels, and the platform itself can provide a lot of traffic (including paid traffic).

Li believes that for the start-ups, they should focus more on playing with the platform and doing precise drainage.

When making a year-round marketing plan, the brand side should give more consideration to how to make products and marketing itself more disseminated and topical, and have a closer and more explicit relationship with more target consumers, and make full use of the characteristics of online focus and strong communication. This is the key.

GoPro formally joined Youku in July 24, 2015 to launch a brand experience shop with community attributes: GoPro.shop.

Users can see official product introduction videos through GoPro.shop, and can also watch other users' sharing, participate in popular activities, and leave messages to interact.

When a user sees a suitable product, he can only buy it by using the function of "watching and buying" by video.

In October 7th of the same year, GoPro brand exposure exceeded 50 million, GoPro.Shop's page visits exceeded 500 thousand, independent visits exceeded 400 thousand, and led to actual online sales pformation, to a certain extent, to achieve a deep understanding of brand concept and brand image reshaping.

The biggest change of traffic in 2016 is the Rednet effect. But Li Di thinks that net red marketing is more likely to be a trap of opportunity for camouflage. Most brands or operators pack themselves into net red or cooperate with net red. It seems that the threshold is very low. However, it is not necessary for businessmen to choose their own products and team operation genes.

According to the data compiled by Tmall global trend, the final number of viewers in Taobao live is 1 million 157 thousand, and the sales volume of some single products is zero.

"Electricity supplier + network red / live broadcast" is important not only for the two individuals of the electricity supplier and the live broadcast, but also the key to the "+" content and the organic combination of content and sales.

So relatively blindly follow the live broadcast and net red marketing, Li Di think that combining data analysis for precision marketing is more important.

Who are the target customers? Where are they? What do they like?

What is the consumption habit? This is the fundamental problem affecting the sustainable development of brand ecology.

Ma Yun: the era of pure electric business has passed. The next ten years will be the era of new retail.

The essence of logistics is to eliminate inventory.