[China Glass Network] Traditional enterprises doing network marketing do not know how to integrate network marketing with enterprises, resulting in network marketing often failing. In fact, it is not difficult for traditional enterprises to integrate with online marketing. Below, Yuepu introduces the integration of traditional enterprises and online marketing.
First of all, Yuepu finds out that the common reasons for most traditional brand enterprises to fail in network marketing are as follows:
1. Move traditional well-known brands to the Internet for sale;
2. The traditional brand is synchronized with the price of the physical channel on the Internet, and the sales volume is extremely poor;
3. The price of traditional brands on the Internet is lower than the physical price, causing complaints from physical customers and protests from the distribution system;
4. The traditional brand touched the net and lost the data. After the pressure of the distribution system, the price was unified. Therefore, the website became the official catalogue of the official price, and the project was declared in a long-term state, and the project failed.
Learning is a kind of wisdom
Some traditional brands are constantly adjusting their routes in the process of exploration, and gradually come up with some channels that are worthy of attention to integrate network marketing strategies. Some strategies are in fact the original strategies for these brands to resolve physical channel conflicts. In the past, the role of virtual channels was misunderstood. In fact, the network is nothing more than a new path in the multi-retail channel operating model.
1. Different brands distinguish brands.
This is the virtual and integrated network marketing strategy adopted by many traditional brand enterprises. Since brand advantage does not necessarily add points on the Internet, why not abandon the original brand advantage and take advantage of its capital advantage and manufacturing cost?
2. Different channels distinguish models.
Approximate goods, with different model specifications to make it difficult for consumers to compare. It is the notebook manufacturers who are playing this kind of trick. They have long been accustomed to the price competition of various powerful 3C channels. It is their usual trick to apply different models to almost the same products. It is not difficult for them to reproduce a batch of new models of laptops for Jingdong Mall, which destroys the price.
Generally speaking, in the case of highly competitive product categories (such as digital goods), or in the face of excessive channel cost differences (such as department stores/TV shopping/convenience stores/shops), traditional brands will probably take the distinction between brands or products. The fuzzy network marketing strategy to respond, and the physical virtual stores have their own advantages, and the effectiveness of side-by-side operations will also have a multiplier effect.
3. Online channels sell offline products under the line.
Some well-known brands, especially high-end international fashion brands, have always lacked interest in online marketing channels because they are used to making customers miss it. They believe that the price of online marketing channels is disordered, fakes are not easy to manage, and the online shopping environment cannot be used as a physical storefront to convey a high-end and meticulous brand spirit with a stylish decoration atmosphere or a professional and friendly sales lady.
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