How does the paint e-commerce brand shape in the age of "Internet Plus"?

China Paint Network
News: "Double Eleven" has come to an end, "Double Twelve" will start again, then the trend again said "Internet plus", "e-commerce" those things. Now e-commerce in the public eye gradually fades the mysterious aura, become the daily life of people, entrepreneurs in it also seem to return to reason rather than paranoia, but there is still a dial of young Chinese as the main battleground of entrepreneurship, and today, there are many people on the Internet voice "Ma Yun changed my life", it can be seen that the e-commerce boom has not dissipated, and it and
paint
and other traditional industries integration, at least a trend.
fact, 2015 was a landmark year in the history of China's e-commerce industry. "Internet plus" in the national strategy at the level of a strong promotion, mass entrepreneurship, innovation is also whistling. But for e-commerce, not only traditional enterprises face difficult ideological breakthroughs and key choices, for Internet enterprises and e-commerce enterprises are also like thin ice.
, more and more traditional enterprises have realized the transformation of the Internet, the commercialization, e-commerce operation capacity, supply chain resources integration capacity. In the paint e-commerce, this comparison is obvious, the top-ranked Libang and Doles in the double eleven some time ago to carry out publicity and promotion, and the introduction of a rich variety, suitable for different groups of people to promote the program, of course, in logistics and distribution advantages than many domestic enterprises have advantages. Products, brands, services, logistics... These elements ring-linking, in the field of e-commerce any one is short board may lead to poor consumer reviews, and some rapid progress of domestic coating enterprises, but also in these areas of improvement, such as the author recently interviewed the Bards Group Marketing Director Yuan Hui, which said that The results of Bards e-commerce also benefited from its more attention to offline Service "020 model", adhere to the intention to serve every customer, seriously do every little thing, do their best in more ways for consumers to consider more, more intimate service, and Bards just set up a short-term e-commerce team also in the double eleven war has been exercised, to promote Bades this year double eleven good results.
Stabilization and reliable supply chain is the core competitiveness of traditional enterprise e-commerce transformation, but on the other hand, e-commerce platform endless price war, often make enterprises into the "follow and do not follow" dilemma, followed by the field of e-commerce, price reduction sales may become a profit of the chicken hair;
However, now many companies also understand that e-commerce is difficult to bring help to enterprises in sales, investment in the field of e-commerce is mainly for brand building, in the Internet era to win a new generation of consumers, continue to expand brand influence, to avoid being eliminated in the new trend in the future. So the current e-commerce is no longer a business that can only rely on bidding in exchange for traffic and sales, e-commerce operators should have a consumer-centric marketing thinking, to interact with consumers, to make all aspects of the business process convenient and quick to make it comfortable, but to complete all the above links of the model supporting, in fact, the core is to carry out product branding.
It's a golden age of brand building, after 85, 90 is already becoming the Internet, mobile Internet gold consumers, they buy goods, not only in the purchase of a product, but also to buy a kind of inner self-expectation, they look forward to getting the goods behind the "human, fun and even emotional temperature." One side is the spread of efficient, energy-huge Internet, one side is the product is not only a product, but also eager to express through the product of the gold consumer population, which makes it possible to shape the product brand at a lower cost, high speed. Yuan Hui, marketing director of the Bards Group, suggested that Bards should be a "temperature e-commerce", which is precisely because of this reason.
When the price competition hive comes, rely on the brand to establish a moor for themselves; Products, services, information, experience and dreams are not broken, when they add up to form a closed loop, is a complete enterprise value chain, the greatest strength.
, how in the end, traditional industries, including coatings, can build a gur-sharp brand based on the mobile Internet, which adds them together organically? Small editor here for you to collect some information, hoping to provide reference:
1. Products are the root. The continued popularity of all wonderful brands has one thing in common: the product is the foundation. Always remember that good products are fundamental; Lei Jun once said that "good products are marketing". Yui Zheng, founder of Uniqli, Japan's richest man, has also said that products are extreme and full of spreadable information. At least in the
2015 paint e-commerce double
eleven sales ranking, the top coating enterprise product quality has been relatively high recognition. (Extended reading: Paint e-commerce 2015 "double 11" Tmall online sales war situation)
. 2. Product content. First-class quality products, by exploring the fun, humanity and "temperature" and other connotation elements behind it, "product content" to shape a new category or sub-category system, so that competitors "unparalleled", or at an absolute disadvantage. Paint products in a single point of view is only decorative building materials, but if you can contact the family, love, holiday atmosphere and other behind the story, its brand will certainly be able to attract consumers more, but now
coal coating brand
in terms of product content also tend to homogenize, so that consumers feel gradually numb, want to use creativity to attract the eye I am afraid it is not easy.
3. Content storytelling. A good brand must have a good brand story. Good brand stories can often be firmly linked to the hearts of consumers, brand names are best reflected in the characteristics and connotations of products. Those long corporate history, those seemingly ordinary entrepreneurial experience, those who may think it is not worth mentioning the thrill of the enterprise tribulations, those stone into gold marketing miracles and innovative advertising ideas, often become people relish the best brand story. With the story of the brand told and spread, there is a well-known word-of-mouth effect, its spread of cloth has created a strong reputation brand. And the story itself contains the philosophy of life, life wisdom and inspirational spirit is also implanted into the brand, become a part of the brand personality and brand value.
In terms of brand stories, many
coating enterprises
do not show weakness, but we see a lot of "stories" are very similar, but rarely can impress people, and even the story is how the brand at the beginning of how to survive a difficult inspirational counter-attack, brand name but properly with a foreign brand "hit the name", which makes us wonder whether the story is also "hit", experience this, I am afraid that consumers even the initial good feelings are not.
4. The story is word-of-mouth. Word-of-mouth dissemination of stories, stories are the main content of word-of-mouth, through the effective dissemination of stories, on the one hand, to enhance consumer understanding and recognition of enterprises or products, so that it from the general public into potential consumers, and then become loyal customers. The story becomes word-of-mouth, on the other hand, the story is an important form of shaping word-of-mouth, through product history, cultural connotation exploration, and then with the help of high-speed media to pass the story out, stimulate people's psychological recognition of the brand, until leading people to rush to recite, run to tell each other, unknowingly shaped word-of-mouth, spread reputation, hit the brand. Paint brand word-of-mouth shaping is not in the early morning, need to move forward solidly, the required paving is the above products, content, stories and other elements.
, e-commerce can still serve as another channel for traditional coatings companies facing difficult breakthroughs and key choices, which is also a predictable trend in the future. In terms of specific operations, excellent products are the foundation, supplemented by blood and meat convincing products and content and brand stories, in order to allow paint brands in the field of e-commerce has a good reputation, capturing a new generation of consumers.
this article refers to Zhu Yanhui micro-marketing "an Internet brand pusher's sobbing dry goods: "Internet plus" form of e-commerce branding"