Why Did Metersbonwe Touches Not Succeed?

One

According to the world clothing shoes and hats net, by the end of August,

Its online shopping platform, "fan", has been carrying out the important task of pformation.

Instead, it was launched by the US pound.

Diversification strategy has changed from the original single style to the five independent styles of leisure, fashion, street, minimalism, and Sen line.

It is called to return to the main business.

The essence of brand and retail.

In addition, the United States also invited huge sums of money to invite five new generation idol spokesmen such as Guan Xiaotong, Ren Jialun, Ceng Shunxi, Song Weilong and Zhong Chuxi.

To tell you that, this brand upgrade is still very determined, and it costs a lot of money, but the success rate of pformation and the growth of performance remain to be seen.

Why? There are two reasons: first, there are few examples of successful brand diversification strategies in the pition period, and the difficulty of operation is very large. Secondly, from the way of spokesmen for money, it still stays in the thinking of "sales success of spokesmen".

Mei bang, a spokesman for huge sums of money.

Two

Looking at the pformation of the United States in recent years, we will find that every time a US state touches the net, it will be like touching electricity.

The same dilemma is encountered by many enterprises. They may have begun to pform the electricity supplier very early, but they have been making a lot of progress.

For example, Daphne, whose market value dropped from 17 billion to 1 billion 700 million, began to touch the net as early as 2006, and BELLE, which was caught in a shop craze and bought at a low price, was in 2009 on the three party platform of Tmall and Jingdong.

As for the United States, it is from the electricity supplier, O2O to the mobile Internet, all of which are down, on-line shopping platform for the state shopping, also developed "fan" APP, also denounced the huge amount of money known as the "wonderful flower", and then there was no more.

Three

In the pformation of the Internet, the top leaders of these traditional industries have been very active. Why haven't they been effective?

After collecting various cases and studying various laws about Internet pformation and Internet marketing, I find that they are all caught up in these 3 pits.

First, there is a deviation between positioning and product, and the product itself can not catch up with the upgrading of consumption.

This is the reason why many enterprises can not keep up with the development cycle of new products, including the changes in the new consumer groups today.

Shoes like BELLE are old and ugly. In the eyes of young people, they are no longer products of identities. Instead, they become shoes worn by mothers and even grandmothers.

Two, these enterprises only sell products to the Internet, without any differentiation strategy, they can only end up in a price war.

At the beginning, many traditional enterprises took the online platform as a platform to deal with inventory and tail cargo. For example, when the seven wolves handled inventory in 2013, they used the strategy of "selling new products under the line and handling inventory online" to play the business.

They think that the Internet is just a channel, and they do not realize the true value of the Internet, so they have not played the advantage of the Internet in many ways.

Three, there is a lack of a clear judgement of the trend of electricity suppliers and a slow response to the market.

Just like Lining always adheres to the traditional wholesale mode, he also faces distributors and wholesalers from all over the country.

So when designing the product, we need to adjust it again according to the feedback from the dealer, and the reaction speed is slow to keep up with the requirements of the Internet. This also leads to the loss of the first opportunity in the product innovation level.

These three problems are not only mentioned by the enterprises mentioned above, but also many of our traditional enterprises and brands need attention.

Four

If traditional enterprises really want to succeed in self revolution and pformation, they may focus on the following two aspects.

First, we must establish interaction with consumers.

Before doing business, many enterprises are selling things, consumers can not find you, then every sale must be promoted through advertising and dissemination.

For example, the traditional car manufacturers sell cars as a hammer. After they are sold out, they have nothing to do with consumers, and some services are also delivered to the 4S store.

In the Internet era, such a model is hard to succeed because the rule of the Internet is that the closer the user is, the longer the time and the higher the viscosity, the more valuable it will be and be able to succeed on the Internet.

So for every enterprise today, we must try our best to get closer contact with users and form interactive marketing.

For example, the sale of Tesla car has just begun. It is like a mobile phone with 4 wheels. It connects with the Internet at any time, and continuously provides users with various upgrades and various peripheral services.

For example, many consumers like to play live now, because the anchor can interact with them in real time, understand their feelings and make feedback in time.

Tesla software upgrade tips

Five

Second, concentrate superior forces in a subdivision field.

As I mentioned before, like American, BELLE and other enterprises all like to play multi brand strategy, but this requires enterprises to have enough strong operation ability. As the proponent of multi brand strategy, Procter & Gamble will also have more than enough strength.

Therefore, I would like to suggest that, in particular, the pformation of small and medium-sized enterprises to the Internet must start from the core business and find their own "subdivision points" and then intensive cultivation.

Because during the period of pformation, enterprises were in a state of groping. There will be many uncertainties in the period. We need to concentrate our advantages and concentrate resources in a subdivision field.

Six

Having said so much, you will find that in the past ten years, many traditional enterprises earn too much money online, which will lead to the lazy mentality of "as long as products can be produced and sold."

But if we want to successfully pform the Internet, we must conform to the development of the market, change the traditional mode of product sales, and truly take the user as the center.

Popularly speaking, it is: where the user is, I will follow the layout of the whole network marketing; what users want, I will provide what to keep up with the upgrading of consumption.

The first thing for enterprises to do is to make every effort to cause users to surround them, then upgrade it to make users interested in generating concerns, and finally, with different time points to stimulate consumption, and allow users to participate in the interaction and active dissemination, and finally carry out deep cooperation.

More interesting reports, please pay attention to the world clothing shoes and hats net.