How Traditional Enterprises Conduct Single Product Network Marketing

With the deepening of e-commerce marketing channels, more and more traditional enterprises will push commodities into the e-commerce platform for marketing, with a view to changing the bottleneck of the traditional marketing channels covering a small range, high cost, slow cash flow. The traditional sales channels of traditional enterprises mainly include terminals such as shopping malls, supermarkets, specialty stores, direct sales stores, and markets. The authors believe that with the rapid development of e-commerce technology, the advantages of online shopping, such as regionality, information, transparency, price, and convenience, become more obvious. The number of online shoppers has increased, and people’s shopping habits have gradually changed. The main shopping channels are from offline malls and specialty stores to the online malls.

In particular, the main groups of 240 million netizens are students, white-collar workers, fashion crowds, and business owners. They are potential consumers of various commodities, and they have the power of consumption and market demand. Faced with such a huge market, traditional businesses have shifted from traditional offline marketing channels to online marketing.

Because many companies affiliated with more goods and brands, and participate in online marketing competition, there is a certain degree of difficulty. The online platform can directly communicate with consumers across the country, and can solve the problem of rapid sale of single items. Therefore, the traditional enterprise through the single-product network marketing, expand the use of people, cut into the e-commerce market, and gradually promote the market sales of Other goods in the brand, is a more scientific and effective network marketing strategy.

The Internet business model is complex and diverse, multiple channels coexist, there is no geographical restriction, and market competition is fierce. In order to help companies orderly carry out single-product network marketing, the author's country will explain how the traditional enterprises are based on typical cases and personally planned examples. Develop a single-brand online marketing approach:

Scientifically formulate an internet marketing strategy

Different from the traditional marketing channels, the role of enterprises in entering the Internet is not fixed, and will change with the changes in the network marketing methods, thus directly affecting the marketing strategies and models of the goods. Enterprises must formulate scientific and reasonable marketing strategies, specify the role of single product into the market, in order to effectively use different network platforms and channels to achieve the maximum effect of single product marketing.

At present, the business models for companies to carry out marketing through the Internet are mainly divided into five categories:

The first type: companies rely on the network to carry out publicity and promotion, but do not sell through the network channels.

For example: Hewlett-Packard's single product, "HP EB ISS Micro Server" server, has planned an exquisite advertising special page. The promotion of all websites is mainly focused on half-column advertising or banner advertising, which not only demonstrates the company's market power. It also guarantees that the product information can be delivered to netizens at the first time. Its advertising delivery strategy is to place key advertisements on major portal websites, and place targeted advertisements for small and medium-sized enterprises in educational, automotive, and machinery industry websites. It not only guarantees the coverage of Internet users in mainstream online media, but also guarantees the arrival rate of corporate customers on industry websites, and realizes the accuracy of ad placement.

The advertisement not only shows the detailed information of the product, but also lists the problems that can be solved for the customer. At the same time, all interested customers are required to fill in the detailed information and purchase requirements online. The customer service personnel contact the customer service after the review, and then use the traditional channels to achieve Sales. Throughout the entire marketing process, HP's brand influence has been used to drive the sales of single products, without relying on online online trading channels.

This model is mainly applied to the brand influence of enterprises or commodities, has a mature and extensive coverage of traditional marketing channels, can rely on offline channels to solve the customer's market demand. Even if there is no online trading platform, there will be no worry about the loss of customers. Due to the influence of market characteristics such as volume, price, and inspection of goods or services, commodities that are not suitable for direct online transactions, such as large-scale sports equipment such as treadmills, are suitable for this model.

The second category: The company, as a supplier, carries out packaging planning for a single product.

For the major electronic malls, shopkeepers to provide a single or multiple merchandise, with a mature e-commerce platform for product sales, planning and promotion of e-commerce platform. For example: A home textile brand has sales in China's traditional home textile channels, but the just-launched "Time and Space Love" four-piece suit is the company's analysis of the home textile fashion elements in 2010, the price of home textile raw materials skyrocketing. Many phenomena of market fakes, carefully planned this four-piece cotton. Not only the color is elegant, the design is exquisite, the quality of the fabric is high, and the price is also fixed at about 500 yuan, making it a mid-range price high-end product that is easily accepted by netizens.

The company hired professional planners to formulate a series of reports on the confusion of the home textile market. He also produced a large number of exquisite pictures of the "Time and Space Love" four-piece set and planned the introduction of the product introduction copy. Then it will be sold in the electronic mall Ule and Vipshop, and at the same time it will carry out exclusive sales in a Crown Taobao shop. Just listed, the monthly total sales on the network is more than 3200 sets, which exceeds the monthly sales of a traditional shopping mall counter.

This model is mainly used in the enterprise line, although there is a marketing channel, but it can not meet the single-product instant sales, need to use mature network platform for sales, in order to open the market gap. Compared with similar products in the market, the newly introduced seasonal products have obvious quality and price advantages. They want to drive sales of the entire brand on the Internet through the explosion of single items.

The third category: The company appears as a supplier, but only works exclusively with an electronic mall.

The electronic mall is fully responsible for the packaging planning, promotion, promotion and sales of single items in order to save their own planning and promotion costs. For example: a down jacket, is an OEM brand of goods. The product style is trendy and of good quality, but it does not have strong influence. Companies do not have market budget for packaging promotion. Therefore, companies and the "Electronic Mall" to carry out exclusive cooperation, not for other e-commerce platform.

On the basis of exclusive strategic cooperation, we ensured that the “Mall” paid attention to the sales of goods. "Mall" has carried out all-round packaging of goods. Based on a large number of beautiful photos, it has introduced and promoted the goods in detail. Not only on the site to give various forms of promotion, but also for different stages of planning promotional activities to stimulate the steady increase in the sales of goods. At the same time, it is also responsible for the distribution of goods for Taobao, reviewing the qualifications and capabilities of distributors. Today, this down jacket has sold more than 2,000 items in the “Mall” monthly, and the monthly sales volume on Taobao has reached more than 1,800 pieces.

This model is mainly applied to production or start-up companies that do not have marketing capabilities and planning and promotion capabilities. However, it has a strong source of supply advantages and can guarantee the comprehensive market competitive advantages of commodities. Therefore, for a certain period of time, only single product marketing is carried out, but it can still ensure that the company's profits are maximized.