Article by Kate

2010 can say is the golden years of e-commerce. This year, taobao clinch a deal amount continue has soared, more and more traditional enterprise was involved in the e-commerce tide, and many years in e-commerce field some enterprises such as dangdang toward the capital market is successful, the speed of listed the king, mass burn money B2C e-commerce platform, such as jingdong, every guest mall sincerity product and so on mass media began to obtain higher personal popularity. Some focus on vertical market segment e-commerce platform, such as travel equipment field expert, adorn article field UTC diamond bird such enterprise also won the second financing, ready to sustainable development force. Of course, have to ask is, 2010 stood reign, domestic or station thousands of factories, these enterprises rise in 2011 happened and integration process and will give e-commerce field bring more rumbustious and rolling smoke.

However, objective review current e-commerce current situation, people still can easily see several restricts the development of the whole industry e-commerce bottleneck. The logistics is a lagging media widely discussed fields. Logistics fields from numerous, but whatever business scale, specifications and service of regional perspective, covering still lack of national leading enterprise, China local UPS haven’t appear, on the other hand, due to the control policy of foreign advanced logistics enterprise at present in the domestic market can’t send force, so the logistics field show good and evil people mixed up, service quality is low, the present situation of rapid development of cannot meet the demands of e-commerce industry. Alibaba’s jack ma saw the problem, so into logistics area, trying to announce joint national hundreds of logistics enterprises to establish a common have standardized electronic and warehouse management of the logistics system. Therefore, optimistic look, logistics bottleneck for e-business industry, would gradually alleviate it. Of course, the logistics system of ascension that is a systems engineering. In addition to technical improvement, but also need policy supervision system, and gradually reduce the rationalization of the national road system, reduce logistics cost, charging for electronic commerce development efforts.

From the consumer’s point of view, actually another more conspicuous problem is in the area of e-commerce brand boat. As the entire business form of e-commerce, the original bothers Chinese consumer market reaction at the same dilemma for the brand e-commerce field. Most enterprises are lack of brand operation and management experience, product brand connotation not sufficiently accompany nourishing, and competitive products, so the main way is to attract consumers on price competition. In fact, this feature in the electronic commerce field performance, particularly in a long time, people for e-commerce impression is low, on the network tao commodity price is clean. The consumption psychology, in turn, has shaped participation in the area of e-commerce enterprise behavior, you have to produce more cheap products to promote rapid sales, people seem to lose through the network to cultivate and sales brand product confidence and patience.

Of course, causing the phenomenon of another objective factors is, on the network quickly grow up enterprise management, many from Internet field, carrying wind investment this, advocate network speed, and a rapid burn money out performance of pressure, and owned brand, including every guest sincerity is tasted, massa Marceau etc brand are the newly formed, for consumers, lack of adequate connotation, therefore cannot cause consumers’ emotional connection, consumer also won’t willing to single most users brand buried in the network shopping philosophy, also is the low priority, e-commerce a sense became cheap super market, which in turn make brand enterprise consumption characteristics to participate in the development of e-commerce, holding, be afraid influence years precipitate down the value of the brand.

But change is happening. One is the traditional brand enterprise, have realized that e-commerce can not be ignored in the field, so the brand, began carrying electronic business trip. This brand enterprises to participate in the competition in the area of e-commerce, the original those enterprises who lack of brand accumulation, constitute a serious threat. In addition, through the consumer survey and research found that the netizen population structure now is more and more complicated, the overall consumption ability more and more high, brand preference is more and more intense. Recent luxury brands into e-commerce company announced armani, open its network mall field, is this trend logo.

So how to build brand through the network? Brand enterprise how to gain a competitive advantage on the Internet? These can be summed up in e-commerce brand evolution of the problems will be in the next few years gradually get answers. The experts from UTC management mode, can see network consumer groups brand preferences appeared gradually of process. UTC connoisseur’s flagship product is travel equipment, and most similar e-commerce enterprise product lack of brand accumulation under different, UTC connoisseur of travel agency, often be their respective brand subdivide market leader, in euramerican market have good market reputation. For example the Wenger brand – Switzerland saber wei gerben, had 100 years of history, more countries all around the world have widespread fame, and another Eagle Creek brand in the United States, in numerous numerous travel brand, but also because of the quality and design and carrying reputation. So expert has been to the brand bags UTC from my position its suppliers. But objectively speaking, these brand because in China and no conducted large-scale brand promotion, therefore the brand recognition in the general consumers eyes is low.

How to overcome the challenge? One option is to increase brand promotion efficiency, through large-scale brand publicity to push the sales. This will bring the soaring cost of nature, and years at low prices, the formation of Internet consumption habits bin888 deviation and UTC operation of expert just brand square, how to and brand have party share the costs and benefits, is a complex negotiation process, and the market prospect in see clear, brand are not before the markets are major is willing to put, so large brand promotion activities have been brought and delivering.

The market soon gives an answer. UTC connoisseur e-commerce platform, soon after the establishment of the gain a significant e-commerce platform’s favour, taobao as e-commerce field bibcock, also has been trying to change the fake and low-quality commodities or lower prices pervading image, so hope to introduce like UTC connoisseur such enterprise with brand height in flow and promotion and are willing to support resources. UTC connoisseur become the first one of the institutions in taobao mall, the same logic, UTC in tencent yes expert also opened the online mall, and achieved many resources of tencent tilt. Through these platform giant resources, UTC connoisseur network platform sales soaring soon.

Through the analysis of sales data, we can see that although overall network consumption or pursue low-cost, but more and more consumers have already willing to brand premium buried list. The average expert network platform UTC significantly higher than other guests unit price peer enterprises, can imagine, when decorate exquisite network store opposite the mouse to click on consumers, under present, meditative such unique aesthetic feeling, nature also can stimulate consumer brand assignment, that they are willing to pay for these brand themselves.

As mentioned earlier, UTC these brand expert operation in the domestic market and no significant awareness, but this concern was quickly broken. Because the era of network consumers, is not only the brand communication, their audience one-way tend to have certain information search capabilities, so they will be active seek brand information. Through the simple search, they will be able to understand the history of these brands, know these brand and the domestic many different temperament, fortress brand on the brand connotation active understanding process, is the marketing practitioners dream in expected effect. Through active participation of the consumer his brand information acquisition process, is those who try to through rapidly bombing and in the consumer’s mind brand shaping process and incomparable.

Of course, these brand expert agent UTC, also is not usually sense of luxury brand, luxury brands have to give consumers with a unique, and therefore need through emotional lenovo’s behalf, high-quality goods store superstars, fashionable high-end publication advertising etc way transmits the brand value. And its brand expert UTC, although has the stress, but target consumption group is general sense exquisite life quality middle class, it is all sorts of the workplace, not politicians, celebrities and society, so its top people consumption concept tend to be rational, unwillingness to compromise low-end cheap goods, also do not have interest for luxury created a certain emotional illusion, so they buried sheet to brand attitude it is rigorous, captious, at the same time as the pace of life is faster, they often do not much time to go offline entity shop choose compared various products, thus through the comparison and active network channels to understand the connotation of the brand and product function, is its comparative conspicuous consumption characteristics. UTC connoisseur e-commerce platform, just to agree with this group of consumption characteristics.