How to achieve online precision marketing to attract customers

Many industries now attach great importance to online sales

Because the first to sell will directly involve the first to sell, and there is an inseparable relationship between them.

Traditional manufacturers are all eyeing the emerging market of e-commerce. They want to take a decisive step to get a piece of the pie, but they are also afraid of losing everything if they make a mistake. It is like a double-edged sword. If used properly, it can overcome obstacles for manufacturers and win the online market while also driving offline sales; if used improperly, it will cause manufacturers to break their arms. Not only will they gain nothing online, but they will even " "Implicated" offline market.

There are minefields online, so be cautious when going online

Netizens, as the main body of online sales, are very different from shoppers in traditional markets. Manufacturers must consider consumers’ This dual role is clear. Third-party platforms, B2C, and official online malls with independent domain names are the main channels for online sales, which are very different from the operation models of offline sales channels such as specialty stores and supermarkets. If traditional manufacturers do not completely abandon traditional channels, they must handle the relationship with offline customers in terms of customer sources, channels, marketing goals, etc. on the way online. Before these relationships are clearly thought out, blindly going online will disrupt the order of offline channels and even reduce the enthusiasm of offline dealers.

From the perspective of customer segmentation, there is a certain overlap between online customers and customers in mature offline channels. However, if the channels of traditional manufacturers in the traditional market are limited to limited areas, then relying on the quality of their products This allows customers in untapped markets to benefit from online sales. Before UNIQLO launched online sales, its physical stores were only concentrated in Beijing and Shanghai, making it difficult for foreign customers to buy. In response to this situation, UNIQLO has adopted a strategy of cooperating with Taobao to open online stores, and operates UNIQLO's official flagship store and Taobao Mall official store simultaneously. Driven by promotional activities and guaranteed by excellent quality, Uniqlo's online sales quickly opened up online sales. While Uniqlo's online sales are developing steadily, it also provides a steady stream of data for market decisions such as opening offline stores. Based on these online sales data, we can learn more scientifically which regions have consumers who are more loyal to their brands and have more purchasing power. It is undoubtedly feasible to open physical stores in these regions. In the past two years, with the advancement of UNIQLO's online sales strategy, physical stores have been opened in Qingdao, Zhengzhou and other cities. Online sales not only did not affect its offline sales, but formed a kind of online sales. An integrated development mechanism that promotes offline market development.

In fact, the success of Uniqlo’s online sales is also due to the correct decision-making of its online sales model, which has successfully avoided one of the easiest minefields in online sales - —Build your own portal and open an online shopping mall.

Many traditional manufacturers ignore the actual situation when making online sales decisions, blindly seek perfection, and often build brand online malls with independent domain names, not to mention that online malls involve technology, security, and There are a series of issues such as payment and user experience. Even with a large budget, it is unrealistic to obtain online customer flow in a short time. Looking at the traditional manufacturers that have developed well in online sales in recent years, most of them have avoided the minefield of self-built online malls and made the right decision when online sales started.

Combining one's own reality is the key

Behind the online boom, part is the superficial prosperity caused by the large influx of venture capital, and part is the fact that manufacturers combine their own reality to correctly The decision solidified the online sales link. It is a general trend for traditional manufacturers to go online, but the actual situation of each manufacturer is different. Combining its own actual situation is the key. When making decisions, manufacturers must first answer the question of "what do they want?" Is it long-term development or short-term returns? In fact, most traditional manufacturers The manufacturer's goal is to achieve coordinated development of offline and online. In this regard, traditional manufacturers have only two options for online sales: either move to a third-party platform or build online channels.

Uniqlo has inherited the offline model of only opening direct-operated physical stores online, and has focused on the Taobao Mall platform since it entered the Internet. Many traditional manufacturers believe that fast-moving consumer goods should be "seamless and seamless" and the wider the distribution of goods in high-quality channel resources, the better. Based on this reality, cosmetics brands such as Yilian not only operate official flagship stores on Taobao Mall, but also build online channels with e-commerce platforms. However, online channels are uneven, ranging from B2C platforms with high thresholds such as JD.com, to C2C channels such as Taobao that have large sales but many hidden dangers. How to choose channels is the key to winning or losing online sales.

The concept of success is also the concept of failure

The small concept of short-term profit has been greatly activated in the thinking of traditional manufacturers. Regardless of the small business concept, a brand operated with this small concept is destined to fail. As a result, we saw a very warning example: Youngor, which has strong capital and offline brand advantages, has been tepid online sales, let alone hot sales or explosive sales, while relatively weak Vancl and Uniqlo have online sales. It’s so popular that it makes those big offline brands a little jealous.

In fact, the key to success or failure is a concept. Only by abandoning old ideas and accepting the baptism of new ideas can traditional manufacturers be ideologically reborn and find a way out. And those manufacturers that are tightly bound by old concepts are destined to die on the way to learn from the experience online.

Only by abandoning old concepts and accepting the baptism of new ones can traditional manufacturers be ideologically reborn and find a way out. And those manufacturers that are tightly bound by old concepts are destined to die on the way to learn from the experience online.

Comprehensive strategy for enterprises to successfully "connect to the Internet"

Problem analysis: This problem reflects the confusion and confusion of traditional manufacturers when choosing online platforms. “Site selection is half the battle.” This wise saying in the traditional retail industry also applies to online retail. UNIQLO has achieved sustained success by focusing on Taobao Mall. This not only benefits from the platform advantages of Taobao Mall, but also relies on UNIQLO's high brand awareness and reputation. Another case is a manufacturer in Shandong. Its brands such as "Runshu" and "Runjie" have long been famous at home and abroad, but its cosmetics brands Yilian and Shanyan only have high visibility and reputation in the Shandong market. In order to enter the online sales market, this manufacturer has in-depth cooperation with Ginza Online Mall, a subsidiary of Lushang Group, also in Shandong. First, the manufacturer's cosmetics will be put on the shelves in Ginza Online Mall. Secondly, Yilian Cosmetics Taobao Mall flagship store will be opened. The operation of the Taobao flagship store will also be handed over to Ginza Online Mall. Under the great influence of the B2B2C model, Ginza Online Mall has built a nationwide online channel plan for it. At present, the cosmetics of these two brands have been stationed on national comprehensive e-commerce platforms such as JD.com. Judging from these two cases, the importance of platform selection is self-evident. If two manufacturers build independent online malls from the beginning, they may have hit a minefield, losing their wives and losing their troops.

Problem analysis: This problem shows that traditional manufacturers still lack a systematic understanding of the actual operation of online sales. Choosing the right platform is half the success of online sales, then all aspects of operations such as products, services, online promotions, online brand image building, cargo packaging, logistics and distribution are undoubtedly the other half. When UNIQLO went online, it did a perfect job in online customer service, product packaging, promotional activities, etc. Not only was the customer service enthusiastic and professional, but even the cartons used for delivery were ingeniously designed.

The concept of winning in details not only exists in services, packaging, etc., but also in the analysis of the consumption habits and preferences of online customers, and the networkization of products through the segmentation of online customer groups. Customization, by taking these targeted measures to promote the success of online sales. Through consumer data analysis, Yilian Cosmetics has formulated online customization strategies for the two brands of cosmetics, Yilian and Shanyan, to achieve differentiation from offline product lines and to meet the tastes of online shopping consumers. In addition, online sales also require manufacturers to pay attention to online channels such as Tieba, Weibo, and online shopping communities, and then establish a long-term online brand communication plan. Internet marketing is a feast that needs to be simmered slowly to produce results. The cost is low, but it requires high operational strength and communication strategies. Don’t underestimate the role of social platforms such as Weibo in promoting online sales. Seeking professionals to do online brand promotion and interactive marketing is the only way to win online sales.

Problem analysis: This is the most sensitive and interesting topic for traditional manufacturers. Although traditional manufacturers carry out online sales for various reasons, most of the purposes are very clear: to achieve coordinated development and mutual promotion of online and offline. The fact that more and more physical stores have opened since UNIQLO went online, and they are sure to win every time they open, shows that the relationship between online and offline is complementary to each other. Yilian Cosmetics’ approach of focusing on both online and offline sales is more worthy of reference by traditional manufacturers. The manufacturers chose to cooperate with Ginza Online Mall because Ginza Online Mall relies on the retail industry cluster advantages of Lushang Group and Ginza Co., Ltd. By integrating its supermarket and convenience store resources, Ginza Online Mall has put Yilian cosmetics on the shelves in 92 Ginza large shopping malls and 130 unified Ginza convenience stores. This kind of online and offline case is the core advantage of the B2B2C model.

If the above three problems that traditional manufacturers often encounter in the process of connecting to the Internet can be carefully considered and answered based on the actual situation of the manufacturers, the online sales of traditional manufacturers will no longer just follow the trend and follow the trend. flow surface. By innovating concepts (especially the innovative concepts of corporate decision-makers), identifying one's own shortcomings and optimizing one's own problems, an online sales model that suits the manufacturer can be formulated based on the actual situation.

Online sales require a certain strategy. Not everyone can succeed. Only if your products have excellent quality and carry out first-to-market joint promotions can you achieve the desired results.