How to realize online accurate marketing collect customers

Now many industries are very important to online sales

, because the first sales will be directly linked to the first sales, they have an inextricable relationship.

Traditional manufacturers of e-commerce this emerging market are not eyeing, both want to decisively out of a share of the pie, but also afraid of losing their way in case of etching the rice. It is like a double-edged sword, if the use of proper manufacturers will be able to cut through the thorns and thistles, the capture of the online market at the same time also lead to offline sales; if the use of improper manufacturers will break the wrist, not only the online nothing, and will even be "implicated" in the offline market.

There are minefields on the line, on-line need to be careful

Internet users as the main body of online sales, and the traditional market shoppers have a big difference, the manufacturer will be the consumer's dual role to distinguish. Third-party platforms, B2C, and official online shopping malls with independent domain names are the main channels for online sales, which are vastly different from the operation modes of offline sales channels such as specialty stores and supermarkets. If traditional manufacturers do not completely abandon traditional channels, they must deal with the relationship with offline in terms of customer sources, channels and marketing objectives on the way to online. Before these relationships are not clear, blindly on-line instead of disrupting the order of the offline channel, and even let the offline dealers to reduce the enthusiasm.

From the customer segmentation point of view, online customers and offline mature channels in the customer has a certain overlap, but if the traditional manufacturers in the traditional market channels are limited to a limited area, then by virtue of the quality of the product can be made in the unexplored market of the customer due to online sales and get convenient. Before Uniqlo's online sales, it was difficult for foreign customers to buy because its physical stores were only concentrated in Beijing and Shanghai. In response to this situation, Uniqlo adopted the strategy of cooperating with Taobao to open online stores, synchronizing the operation of the official flagship store of Uniqlo and the official store of Taobao Mall. Uniqlo's online sales in the promotional activities driven by the guarantee of excellent quality quickly opened the situation of online sales. Uniqlo online sales steady development, but also for the offline store opening and other market decisions to provide a steady stream of data basis. According to these online sales data can be more scientific to know which areas of consumers more loyal to its brand, more purchasing power, to these areas to open physical stores is undoubtedly feasible. In the past two years, with the advancement of Uniqlo's online sales strategy, brick-and-mortar stores have opened in Qingdao, Zhengzhou and other cities, and online sales have not only failed to affect its offline sales, but have instead formed a kind of fusion of online sales to promote the development of the offline market mechanism.

In fact, the success of Uniqlo's online sales is also due to its online sales model of the correct decision, so that it has successfully avoided an online sales in the most easy to touch the minefield - self-built portal to open the online shopping mall.

Many traditional manufacturers in the online sales decision-making without regard to the actual situation, a large and comprehensive, not moving to build a large number of independent domain name brand online shopping mall, not to mention the online shopping mall involves a series of issues such as technology, security, payment, user experience, and so on, even if there is a large budget to obtain a short period of time online traffic is also unrealistic. Throughout the recent years of online sales in the development of good traditional manufacturers, more than to avoid the minefield of self-built online shopping malls, online sales on the start of the right decision.

The combination of their own reality is the key

Behind the hot online, part of the influx of venture capital caused by a large number of surface prosperity, part of the manufacturers combined with their own reality, with the right decision to solidify the link of online sales. Traditional manufacturers on the line has been the trend, but the actual situation of each manufacturer is different, combined with their own actual situation is the key, manufacturers in the decision-making process should first answer a "what" question, is it to long-term development or short-term returns? In fact, the goal of most traditional manufacturers is to achieve synergistic development of offline and online. In this regard, there are only two choices for traditional vendors to sell online: either to move into a third-party platform or to do a better job of building online channels.

Uniqlo has inherited the model of opening only directly-managed physical stores offline, and has focused on Taobao Mall as a platform from the start of its online presence. And there are many traditional manufacturers believe that fast moving consumer goods should be "seamless not drill", in the quality of the channel resources in the store the wider the better. Based on this reality, YiLian cosmetics brands not only only operate Taobao Mall official flagship store, but also and e-commerce platforms *** build online channels. However, online channels are uneven, such as Jingdong Mall and other high threshold B2C platforms, but also such as Taobao C2C such sales but more pitfalls of the channel. How to choose the channel is the key to determine the online sales winners and losers.

Success is also the concept of defeat is also the concept of

Short-term profitability of small ideas in the minds of traditional manufacturers was greatly activated, this small idea is the concept of short-term tendency to profitability, is to care about the idea of small business ideas, with this small idea of the brand to operate is destined to do not do. Thus, we see a very alarming example: have a strong capital and offline brand advantage of the Yagor online sales has not been hot, not to mention the hot or explosive sales, and the relative weakness of the Vancl, Uniqlo but on-line fire, fire to let those offline big brand a little jealous.

In fact, the key to success or failure is a concept. Traditional manufacturers only discard the old ideas, accept the baptism of the new ideas, in order to be in the mind to change their bones, in order to find a way out. And those with the old concepts of the tightrope vendors, doomed to die in the on-line way to get the scriptures.

Traditional manufacturers only discard the old concepts, accept the baptism of new ideas, in order to be in the mind to change their bones, in order to find a way out. And those with the old concept of the tightrope vendors, doomed to die in the on-line way to fetch the scriptures.

Enterprise "touch the network" success strategy

Problem Analysis: This problem reflects the traditional manufacturers in the choice of online platforms for the lost and confused. "Site selection is half of success", this traditional retail industry in the maxim also applies to online retail. Uniqlo has achieved sustained success by focusing on Taobao Mall, not only because of its platform advantages, but also because of Uniqlo's high brand awareness and reputation. Another case is a manufacturer in Shandong, its "Run Shu", "Run Jie" and other brands have long been famous at home and abroad, but its cosmetics brand YiLian, good face but only in the Shandong market has a high degree of visibility and reputation. In order to enter the online sales market, the manufacturer has cooperated with Ginza Online Mall, a subsidiary of Lushang Group, which is also located in Shandong. First of all, the manufacturer's cosmetics in the Ginza online shopping mall comprehensive shelves, and secondly, the opening of YiLian cosmetics Taobao Mall flagship store, Taobao flagship store operation is also handed over to the Ginza online shopping mall to operate. And under the huge role of B2B2C model, Ginza Online Mall builds nationwide online channel planning for them, and has now stationed the cosmetics of these two brands in Jingdong and other national comprehensive e-commerce platforms. From these two cases, the importance of choosing a platform is self-evident, if the two manufacturers just started to build an independent online shopping mall, may have touched the minefield, lost a wife and soldiers.

Problem Analysis: This problem illustrates the lack of systematic understanding of the actual operation of the traditional manufacturers of online sales. Choose a good platform is half of the success of online sales, then, products, services, online promotions, online brand image building, goods packaging, logistics and other aspects of the operation is undoubtedly the other half. Uniqlo on-line, on-line customer service, goods packaging, promotions and other aspects of the best, not only customer service enthusiastic and professional, even when the delivery of cardboard boxes are designed after ingenuity.

The concept of winning in detail exists not only in the service, packaging, etc., but also in the analysis of the consumption habits and consumer preferences of the network customer base, through the segmentation of the network customer base to carry out product customization of the network, through the adoption of these targeted measures to contribute to the success of online sales. YiLian cosmetics through consumer data analysis, developed YiLian, good Yan two brands of cosmetics network customization strategy, to achieve differentiation with the offline product line, but also in line with the taste of online consumers. In addition, online sales also need manufacturers to pay attention to posting, microblogging, online shopping community and other network channels, and then establish a long-term network brand communication plan. Internet marketing is a meal that needs to be stewed slowly to produce results, low cost, but the operational strength and communication strategy requirements are quite high. Don't underestimate the role of microblogging and other social platforms in promoting online sales. Seeking professionals to do a good job of online brand promotion and interactive marketing is a sure way to win online sales.

Problem Analysis: This is the most sensitive and interesting topic for traditional manufacturers. Although traditional manufacturers to carry out online sales is based on a variety of loess, but most of the purpose is very clear: to realize the synergistic development of online and offline, and promote each other. The fact that Uniqlo has opened more and more physical stores since its launch, and that it is winning every time it opens, shows that the relationship between online and offline is complementary. YiLian cosmetics online and offline sales to take a two-pronged approach is more worthy of reference for traditional manufacturers, manufacturers choose to cooperate with Ginza Online Mall, in view of the Ginza Online Mall relying on the Lushang Group and Ginza shares of the retail industry cluster advantages. By integrating the resources of its superstores and convenience stores, Ginza Online Mall has put YiLian cosmetics on the shelves of 92 large-scale Ginza shopping centers and 130 unified Ginza convenience stores. This case of online with offline is where the core strength of the B2B2C model lies.

The above three questions often encountered by traditional manufacturers in the process of touching the Internet, if we can combine the actual situation of the manufacturers to come up with a thoughtful answer, the traditional manufacturers of online sales will no longer flow in the trend, following the tide of the surface. Through the concept of innovation (especially business decision makers to innovate the concept), to find their own shortcomings, optimize their own problems, according to the actual situation to develop a manufacturer in line with their own online sales model.

Online sales is the need to have a certain strategy, not everyone can win success, only your products have excellent quality, the first under the first joint promotions, in order to achieve the desired results.