How to do a good job in accurate marketing of online sales

Now many industries attach great importance to online sales, because the first sale will directly involve the first sale, and there is an inseparable relationship between the two. Traditional manufacturers are eyeing e-commerce, an emerging market, and they want to take a decisive share, but they are afraid that they will be hated for a long time. It is like a double-edged sword. If used properly, it can cut through difficulties for manufacturers, seize the online market and drive offline sales. If used improperly, it will make manufacturers lose their wrists, not only gain nothing online, but even "implicate" the offline market. There is a minefield on the line, so be careful when going online. As the main body of online sales, netizens are very different from shopkeepers in traditional markets, and manufacturers should distinguish the dual roles of consumers. Third-party platforms, B2C and official online shopping malls with independent domain names are the main channels of online sales, which are quite different from the operating modes 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 in terms of customers, channels and marketing objectives on the online road. Before these relationships are clarified, 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 in a limited area, customers who have not explored the market can get convenience through online sales by virtue of product quality. Before Uniqlo went online for sale, it was difficult for foreign customers to buy it because its physical stores were only concentrated in Beijing and Shanghai. In view of this situation, Uniqlo adopted the strategy of cooperating with Taobao to open an online store, and operated the official flagship store of Uniqlo and the official store of Taobao Mall. Uniqlo's online sales, driven by promotional activities and guaranteed by excellent quality, quickly opened up the situation of 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. According to these online sales data, we can know more scientifically which regions consumers are more loyal to their brands and have more purchasing power. It is undoubtedly feasible to open physical stores in these areas. In the past two years, with the promotion of Uniqlo's online sales strategy, physical stores in Qingdao, Zhengzhou and other cities have also opened. Online sales not only did not affect its offline sales, but formed an integrated development mechanism of online sales to promote the development of offline markets. In fact, the success of Uniqlo's online sales also benefits from the correct decision of its online sales model, which makes it successfully avoid one of the most accessible minefields in online sales-self-built portals and online shopping malls. Many traditional manufacturers ignore the actual situation when making online sales decisions, blindly pursue perfection, and build brand online shopping malls with independent domain names on a large scale, not to mention that online shopping malls involve a series of issues such as technology, security, payment and user experience. Even if the budget is large, it is unrealistic to get online passenger flow in a short time. Throughout recent years, traditional manufacturers who have developed well in online sales have mostly avoided the minefield of self-built online shopping malls and made correct decisions when online sales started. Behind the fiery online combination of their own reality, part of it is the superficial prosperity brought by the influx of venture capital, and part of it is that manufacturers combine their own reality to consolidate online sales links with correct decisions. It is the general trend for traditional manufacturers to go online, but the actual situation of each manufacturer is different, and it is the key to combine their own actual situation. When making decisions, manufacturers should first answer the question "What do they want?" Is it long-term development or short-term return? In fact, the goal of most traditional manufacturers is to realize the coordinated development of offline and online. In this regard, there are only two options for online sales of traditional manufacturers: either staying on a third-party platform or building an online channel. Uniqlo has inherited the model of only opening direct physical stores offline, and has been focusing on Taobao Mall since it touched the net. However, many traditional manufacturers believe that FMCG products should be "seamless without drilling", and the wider the distribution of high-quality channel resources, the better. Based on this fact, these cosmetics brands of Yilian not only operate the official flagship store of Taobao Mall, but also establish online channels with e-commerce platform * * *. However, online channels are uneven, including B2C platforms with high thresholds such as JD.COM Mall, and channels with large sales but many hidden dangers such as Taobao C2C. How to choose channels is the key to the success or failure of online sales. The concept of success or failure and short-term profit have been greatly activated in the minds of traditional manufacturers. This small concept is the concept of short-term profit-seeking, and it is a desperate small business concept. Brands that operate with such a small concept are destined to be small. Therefore, we have seen a very warning example: Youngor, with its abundant capital and offline brand advantages, has always been tepid in online sales, not to mention hot sales or explosive sales, while relatively weak Vanke and Uniqlo are on fire online, making those offline brands a little jealous. In fact, the key to success is an idea. Only by abandoning old ideas and accepting the baptism of new ideas can traditional manufacturers be thoroughly remoulded ideologically and find a way out. And those manufacturers with outdated ideas are doomed to die on the road of learning from the past. Only by abandoning old ideas and accepting the baptism of new ideas can traditional manufacturers be thoroughly remoulded ideologically and find a way out. And those manufacturers with outdated ideas are doomed to die on the road of learning from the past. Analysis on the successful strategy of enterprise "touching the net": This problem reflects the confusion and confusion of traditional manufacturers when choosing online platforms. The famous saying of traditional retail industry "location is half the battle" also applies to online retail. Uniqlo has achieved continuous success by focusing on Taobao Mall, which not only benefits from the platform advantages of Taobao Mall, but also depends on Uniqlo's high brand awareness and reputation. Another case is a manufacturer in Shandong, whose brands such as "Run Shu" and "Run Jie" have long been well-known at home and abroad, but their cosmetics brands Elaine and Shan Yan only have high popularity and reputation in Shandong market. In order to enter the online sales market, the manufacturer has conducted in-depth cooperation with Ginza Online Mall under Shang Lu Group. First of all, the manufacturer's cosmetics will be fully put on the shelves in Ginza online mall. Secondly, the flagship store of Yilian Cosmetics Taobao Mall will be opened, and the operation of Taobao flagship store will also be handed over to Ginza Online Mall. Under the great influence of B2B2C mode, Ginza Online Mall has created a nationwide online channel plan for it, and the cosmetics of these two brands have entered the national comprehensive e-commerce platforms such as JD.COM. From these two cases, the importance of choosing a platform is self-evident. If the two manufacturers start to establish independent online shopping malls, they may have hit a minefield, losing their wives and losing their soldiers. Problem analysis: This problem shows that traditional manufacturers still lack a systematic understanding of the actual operation of online sales. Choosing a good platform is half the success of online sales, so products, services, online promotion, online brand image building, commodity packaging, logistics and distribution are undoubtedly the other half. When Uniqlo went online, online customer service, product packaging and promotion activities were all perfect. Not only is the customer service enthusiastic and professional, but even the cartons for delivery are designed with originality. The idea of winning by details exists not only in service and packaging, but also in the analysis of online customers' consumption habits and preferences. By subdividing online customers and customizing products on the Internet, these targeted measures are taken to promote the success of online sales. Through the analysis of consumer data, Yilian Cosmetics has formulated online customization strategies for two brands of cosmetics, Yilian and Shan Yan, realizing the differentiation from offline product lines and satisfying the tastes of online shopping consumers. In addition, online sales also need manufacturers to pay attention to online channels such as Post Bar, Weibo and online shopping community, so as to establish a long-term online brand communication plan. Network marketing is a big meal, which needs slow stew to produce results. The cost is low, but the requirements for operational strength and communication strategy are quite high. 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 sell online. Problem analysis: This is the most sensitive and interesting topic for traditional manufacturers. Although traditional manufacturers carry out online sales for various reasons, their purpose is mostly clear: to realize the coordinated development and mutual promotion of online and offline. After the launch of Uniqlo, there are more and more physical stores, indicating that online and offline are complementary. The online and offline sales of Yilian cosmetics are worth learning from traditional manufacturers. Manufacturers choose to cooperate with Ginza Online Mall, which is based on the advantages of Shang Lu Group and Ginza Retail Industry Cluster. By integrating the resources of its supermarkets and convenience stores, Ginza Online Mall has put Elaine cosmetics on shelves in 92 shopping malls and 130 unified convenience store in Ginza. This online and offline case is the core advantage of B2B2C model. If the above three questions that traditional manufacturers often encounter in the process of touching the net can be seriously answered in combination with the actual situation of manufacturers, the online sales of traditional manufacturers will no longer be superficial follow-up and conformity. Through innovative ideas (especially those of enterprise decision-makers), we can find out our own shortcomings, optimize our own problems, and formulate an online sales model that conforms to the manufacturer's own according to the actual situation. Online sales need certain strategies, and not everyone can win success. Only if your products are of excellent quality and are jointly promoted first can you get the desired effect.