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LED lighting traditional brand and Amoy brand how to break through the predicament
Foshan Xiaobinghuoren Network Technology Co., Ltd. is a generation operator that provides B2C operation e-commerce overall solution services. Specifically, its job is to help companies move from traditional channels to network channels, including planning and design, operation and promotion, channel construction, customer service after-sales, and warehousing logistics. This young team, composed mostly of post-85s and post-90s employees, generated sales of 530 million yuan last year. It can be said that such a group is behind the scenes of the e-commerce of manufacturers. Recently, the reporter visited Qiu Changming, the executive vice president of Xiao Bingren, one of its manipulators, and listened to his embarrassment of e-commerce and years of actual combat. Too many scruples make the traditional brand's e-commerce road difficult. It is well known that the problem that traditional enterprises must face when they are electrocuted is the problem of online and offline channel conflicts. Qiu Changming said: At present, there are two main measures to solve this problem. One is product distribution; the other is price control. He said that from the perspective of enterprises, the more successful offline companies have more difficulties online, and this difficulty comes from the company's own scruples and can not be opened: if a company's offline channels account for the total When sales are 80, 90, or even 100%, there will be a lot of concerns when developing online channels, and worrying about a slight inadvertent move will affect the offline. At this time, a company with almost a white channel is more open. Speaking of product distribution, I believe that many people can cite the example of creating an e-commerce sub-brand, and it is inevitable to illuminate the brand Lehman brand Remy. However, Qiu Changming believes that this is not a perfect strategy: some strong offline brands have chosen the brand to avoid the risk of having an offline channel when they are e-commerce. Of course, it is beneficial to separate the brands and operate without hesitation, but The resulting deficiencies are also very obvious. After changing the name, the accumulated resources under the line cannot help the online. Therefore, the real brand is still the same brand, offline customer precipitation is helpful and support online. Where is the strong brand under the line? During the conversation, Qiu Changming also talked with reporters about the dilemma faced by Amoy brand: the biggest difficulty for Amoy brand now is the strong brand from offline, as they gradually enter the e-commerce channel, its strong brand effect and customers give Amoy brand brings a lot of pressure. If you have difficulty, you have to find a solution. Many Amoy brands have chosen to settle down to the offline on this road of transformation. The indus brands such as Inman and Qigege, which are well known by Taobaoda, have opened their own offline stores. But so far there has been no splash in the market, and Inman’s announcement of the opening of 300 offline stores last year is no longer possible. In this regard, Qiu Changming made an analysis: the advantage of the Amoy brand is the clear allocation of resources, the advantage of the offline strong brand is the brand and the consumers who are deeply rooted in the hearts of the people. The economic strength of the Amoy brand and the offline brand is very different, if 1 million The cost of opening a store, can the e-commerce company's existing funds open several stores? Another point is that consumers' needs are gradually shifting from offline to online, and the habit of online consumers is to buy online and buy online. For online brands, his consumer groups are online. If you go offline, you will be out of the original fans; but offline companies are different on the line, they can bring fans from the line to the line. From these points of view, it is not feasible for Amoy brand to do physical stores. Qiu Changming concluded that Online to offline is not a problem for Amoy brand to be confused. What can be brought to customers is what the business needs to think about. O2O O2O, a bridge between physical stores and e-commerce, is currently the most promising business development model. Qiu Changming shared some of the information he touched: Alibaba’s Xiaoyao once mentioned that the reason for pushing O2O is because E-commerce competition has been heated up, everyone is shopping, but the proportion of e-commerce sales to the total is very small, the traditional business channels are still very long, the profits are also very rich, and Taobao prices are very transparent, there exists The problem of information asymmetry. Qiu Changming vividly said that the line is a towel full of water. When it is lightly twisted, there is water flowing out. Doing O2O is to let the 93-95 people who have not yet had an electric shock to make them get an electric shock, so that they can quickly enter the channel of electricity supply. Qiu Mingchang said: There are 100 O2O games in 100 industries, and even one industry has multiple gameplays. The experience of others is not meaningful to you. It depends on the purchase behavior, group, scene, demand, etc. of the target consumers. Wait for analysis and research. In the meantime, he also admitted that the current O2O model is still in the exploratory stage: it is like the beautiful scenery upstairs, it is fascinating, but it has not gone up the stairs on the second floor, everyone is currently exploring. But this is a new opportunity for new business opportunities. Accurate marketing captures customer needs During the conversation, Qiu Changming mentioned the four words of customer demand from time to time. He described it as follows: I concluded in the process of e-commerce practice: Why are consumers looking for you? What value can you bring to him? It’s natural to think about it clearly. Speaking of the problems faced by e-commerce, Qiu Changming believes that the first thing is not enough innovation. Merchants are more imitating, business models and products have no personality, resulting in poor competition in the development of the business; in addition, compared with traditional marketing, e-commerce The sales are still small, probably only occupying a share of 7. Both blocks need to be changed to work hard. The future competition must be the competition of the core competitiveness of enterprises. What should enterprises know about their core competitiveness? It is a brand, a product, a supply chain, etc., if there is no core competitiveness. It is difficult to be bigger and stronger, and at most it is only a passing of the industry. Qiu Changming said.