After the scale of e-commerce, enter the era of brand building The branding of home e-commerce, in 2011, the global e-commerce market is expected to reach 680 billion US dollars; as of March 2011, the number of Chinese Internet users has reached 457 million, ranking first in the world. More reports pointed out that the size of online shopping transactions in 2013 is expected to exceed 1 trillion yuan. For the home industry, which has sales of more than one trillion yuan in the year, e-commerce brings a brand new marketing future. More and more home furnishing companies are beginning to be optimistic about the benefits of e-commerce. Many companies want to get a fresh cake of online marketing. However, until the end of 2011, a large number of group buying websites closed down, and the listing of the products was abandoned halfway. Wherever the customers faced the questions, the entire e-commerce industry was bleak. According to industry analysts, in recent years, the domestic e-commerce industry has been through barbaric growth to break through the layer of sales, and ultimately drive this process is not the hard demand of consumers themselves, and It was achieved through the advertising bombing promotion promoted by the capital market. These, for the entire business environment, are unhealthy because they are divorced from the essence of commercial profitability, but rely on the conceptual development achieved by scale and negative asset operations. The European e-commerce site BlackSocks has a surprisingly single product that has only sold black socks for 10 years. So far, BlackSocks has successfully sold 10 million pairs of black socks in Europe, and now it is entering the United States. There are only four black socks, each of which costs about $10, and its users even have to pay an annual fee. But it is such an incredible website that has won a high level of user loyalty. The success of the black sock pattern is enough to show that it is true to focus on the brand. However, in China, home e-commerce companies may abandon brands to seek scale, or their own brands also transform into channels, focusing only on expanding product diversity and neglecting the value of branding. Therefore, returning to the essence of e-commerce, home furnishing enterprises should steadily make products, sell products, do user experience, establish brands, establish user reputation, and truly let e-commerce enter the era of “value creation and brand buildingâ€. The brand is based on quality, where does quality come from? The core of supporting the benign cycle of e-commerce lies in the quality of products and the intention of services, so as to form a market reputation, so how to let customers enjoy the guarantee and service of the brand is the key to the core competitiveness of e-commerce. In other words, the concept of the brand is implemented on the e-commerce, one is to ensure the quality of the home products; the second is to do a good user experience. But these two points are still difficult for most home furnishing companies. At present, there are two main types of e-commerce models for home building materials. One is to sell products through the Internet, and only provide simple logistics. The installation services are solved by consumers themselves. The after-sales service is more reflected in the promise and lack of service methods. The second is O2O. That is, online sales combined with offline storefront experience, providing localized full service. It is understood that the former complaint rate is more than 20%, complaints focus on service, color, logistics, installation and questioning the product itself, and most of the current home e-commerce is using the first mode, even if there is a second attempt The pattern is also very immature. Therefore, the problems faced by home e-commerce companies to take the brand road are obvious. As we all know, low price and convenience are the biggest advantages of online shopping, but there are many furniture brands. It is difficult for consumers to distinguish the quality of household products by online product introduction. Mr. Huang ordered a whole shower room in a bathroom store on a website. When the glass parts were cracked during installation, they contacted the merchant. Both the merchant and the courier company pushed each other, although the final merchant agreed to exchange, but asked Mr. Huang to bear the freight. "I originally bought furniture on the Internet is cheap, but I have to bear the freight, more expensive than the store, or make use of it!" Mr. Huang had to admit that he was unlucky. It can be seen that the current household e-commerce is not good, some home furnishing companies use low prices to attract consumers on the Internet, but the quality of the products sold is not good. The consumers are not satisfied with the product quality, which is very easy to cause consumer disputes, which greatly damages their own brands. Reputation. Therefore, the access system of the e-commerce market needs to be improved to regulate the integrity of the e-commerce market and merchants. In order to ensure the quality of products, we can effectively benefit consumers. Another problem facing home e-commerce is whether the after-sales service is completed by the headquarters or by the dealer. Miss Wang wanted to buy a smart toilet seat of a well-known brand in the online store. The after-sales service information column on the website marked "This product is nationwide warranty, enjoy three-pack service, and the warranty period is one year for nationwide warranty." Ms. Wang dialed the brand customer service phone. When she asked how to install the products purchased online, the customer service staff said that the product does not have a nationwide warranty. The promise of the mall has nothing to do with the brand. If the goods are not supplied by Beijing dealers, they will not be installed even if they are paid, and other after-sales services can only be found in the mall. This kind of phenomenon that cannot be guaranteed after sale is quite common in the home e-commerce industry. In fact, for the whole industry, everyone's products are similar, the price is almost the same, and the final competition will definitely fall on the service. Your service is good, the customer is satisfied, and you will naturally choose you. After all, no matter who completes the after-sales service, the home business can only maintain the overall image of a brand, and thus bring common interests to the headquarters and dealers. For home e-commerce to develop, we should abandon the scale and seek the brand. To take the road of branding of home e-commerce, we must start from the upgrade of product and service quality, improve brand awareness and influence, and rely on the high price-to-price ratio and high-quality service of products to gain consumers' recognition and trust. Backpack,Decorated with Shiny Letters,Fashion and Cute Kids Bag,Suitable For Computer Or Book TAIZHOU ORCHIDLAND IMPORT&EXPORT CO.,LTD , https://www.orchidlandgifts.com
Home e-commerce enters the era of branding