El nuevo canal de marketing online para la industria cerámica, el inicio del ecommerce

Tiempo de actualizacion:01-07-2020
Resumen:

E-commerce o EC (en inglés: E-Commerce) se refiere a ac […]

E-commerce o EC (en inglés: E-Commerce) se refiere a actividades de transacciones electrónicas y actividades de servicios relacionadas en Internet, intranet y VANValue Added Network. Es una actividad comercial tradicional El término colectivo para enlaces electrónicos y en red. El comercio electrónico incluye cambio de moneda electrónica, gestión de la cadena de suministro, mercados de comercio electrónico, mercadeo en red, procesamiento de transacciones en línea, intercambio electrónico de datos (EDI), gestión de inventario y sistemas automáticos de recopilación de datos. En este proceso, la tecnología de la información utilizada incluye: Internet, extranet, correo electrónico, base de datos, catálogo electrónico y teléfono móvil. 

   Comenzó el comercio electrónico de Jiantao

   E-commerce, un nombre familiar y desconocido para la industria cerámica. Lo que sí es familiar es que la mayoría de la gente taoísta ha utilizado la experiencia del comercio electrónico, como: correo electrónico, compras en línea, etc .; Lo desconocido es que toda la industria está solo al nivel de escuchar, discutir y probar modelos de comercio electrónico. O simplemente piense que el comercio electrónico es mercadeo en red, un modelo de canal simple.

Podemos ver que el verdadero comercio electrónico es "electronizar y conectar en red todos los aspectos de las actividades comerciales tradicionales". Para la industria de la cerámica, a través de la red, se realizan los pedidos en línea de los distribuidores, las compras de los consumidores y la recopilación de datos de los consumidores. Y hábitos de consumo, y presentar esta información directamente en el lado de la producción y el lado de la logística para completar una serie de enlaces desde la colocación de pedidos hasta el envío y la distribución logística en un solo paso.

   De hecho, no solo la industria cerámica, sino también muchas industrias nacionales se encuentran todavía en la etapa inicial del comercio electrónico, es decir, el marketing online. Pero en comparación con la industria de la cerámica, otras industrias, especialmente muebles y electrodomésticos de la misma cadena de industria doméstica, han tomado la iniciativa en el cultivo de los hábitos de compra en línea de los consumidores.

   Esto se puede ver en la búsqueda de datos actual en Taobao, un círculo minorista en línea en Asia, que el número de productos de muebles llegó a 141,367, los electrodomésticos a 78910 y las baldosas de cerámica a 39,164. En Taobao Mall, hay cientos de tiendas abiertas por marcas de muebles, y solo hay 5 cerámicas, Dongpeng, Marco Polo, Jin Yi Tao, Guppy Mosaic y Shanghai Doll's Art Bricks. Las primeras cuatro son todas empresas de Guangdong. Entre ellos, Dongpeng y Marco Polo, que conocemos bien, son tiendas insignia de la marca abiertas directamente por los fabricantes, y Jin Yitao es una tienda especializada abierta por sus distribuidores de Beijing. Solo hay dos marcas de artículos sanitarios, Dongpeng y Huida, y la mayor parte del resto son fabricados por un centro comercial creado por una empresa comercial.

   Al mismo tiempo, al buscar "mosaicos" en Taobao, solo aparecieron 20 marcas, lo que está lejos del número de marcas independientes propiedad de China Jiantao. Aunque Taobao no es representativo de todos, su impacto en los cambios en los patrones de compra chinos es lo suficientemente fuerte como para explicarlo. El nivel de participación en Taobao sigue siendo el mismo, más aún en el sitio web exclusivo de comercio electrónico operado por la marca de forma independiente.

   El marketing en Internet es sólo una parte del comercio electrónico y la aplicación del marketing en Internet por parte de las empresas cerámicas nacionales se encuentra todavía en la etapa de prueba.

   Estado de mercadeo en red de Jiantao

   En comparación con la afasia colectiva de las grandes marcas en el marketing online, una gran cantidad de "operadores individuales" pululaban en la plataforma online, y varios grupos que utilizaban diferentes canales para obtener productos abrieron tiendas online en Taobao. La verdadera causa de lo que dicen muchas personas en la industria es que el marketing en línea altera y altera los precios del mercado se encuentra en estos llamados "soldados de estiramiento".

From the comparison of the products in the flagship store of the brand on Taobao with the price of the ordinary Taobao store, the price of the ordinary small store is more than 50% cheaper than the price of the mall, let alone the price of the physical store. In comparison, its absolute advantage in price has become the choice of people who choose online shopping, and there has also been a phenomenon of "copycats driving out the genuine". This has also become a reason why many brands are reluctant to get involved in online sales.

   An industry person said that these small stores have large-brand products at preferential prices, and some of them can reach dozens of millions in a year, more than a dealer’s store. But once there is a problem, the damage to the brand image is self-evident. Therefore, it is inevitable to do some "strike hard" to prevent the chaos of the price system from hitting the enthusiasm of dealers.

   Although there are not many online shops independently operated by brands, the business model is not too different from other industries. Generally, there are the following models:

   Service type for distributors: suitable for brands with relatively complete channels and comprehensive distribution in traditional distribution. This kind of enterprise opens up the network marketing channel, the initial stage is to better serve the dealers, open up more marketing channels for them. Orders on the Internet will be allocated according to regions. For customers in Chengdu, the manufacturer will return the information to the Chengdu dealer, who will carry out distribution and after-sales service.

Under this model, there are two directions. One is that the products on the online store are all existing products, and the distributor can directly ship the goods after receiving the order assigned by the manufacturer, even if the price is higher than that of the physical store. Cheap, but because it is a profit-making dealer, the impact will not be great. The other is to avoid diverting customers from physical stores and develop a production line for the online store to produce network products, that is, to distribute profit to distributors and expand the product line.

  Completely different from the previous model is that some brands do not have physical stores or have a small number of entities. These brands are directly developed by manufacturers for online marketing and become their main channels. The operating cost of this method is relatively small, and sales volume will not increase much in the initial stage. However, since the manufacturer is a supplier, there will be no confusion in the price system of multiple operations, and it has become a distinctive store. This method is more suitable for some new brands with personality and convenience for DIY or brands with few physical stores.

   These two models are currently the mainstream methods of several brands independently operating on Taobao. There is another model that has received much attention and welcome in other industries, that is, "Internet distributors".

   In July, Alibaba held the "2010 Guangzhou Internet Goods Fair" in Guangzhou, which established a platform for offline marketing of online dealers. Among them, many brands are physical distributors, but also online distributors. This also depends on the operation of the network. It is not a model that replaces traditional channels, but a form of segmentation and supplementation.

   Compared with the geographical separation of physical stores, online dealers can say that there is no boundary at all. Some brands have established strict price systems and supervision methods. Because the online prices are very transparent, monitoring is not difficult. Some brands also divide certain areas, but whether this is useful for borderless networks remains to be verified.

  Online distributors are a low-cost operation method for both manufacturers and distributors. As long as strict and strict policies are formulated and supervision is in place, it is a way to be done.

  The big conjecture of future building ceramics e-commerce

With the large-scale application of e-commerce in social life and production, the application of it in the building ceramic industry is still in the stage of exploration. Combining the existing mature models of other industries with the semi-finished characteristics of building ceramics, especially ceramic tiles, it may be useful to the building ceramic industry Make some guesses about the future model of e-commerce.

   The establishment of large-scale online building materials malls and the emergence of OEMs: Just like Red Star Macalline and Yuranzhijia in traditional channels, it is not impossible that specialized building materials malls appear in e-commerce. Not every brand will establish an e-commerce network, but a professional e-commerce platform with technology and promotion advantages can achieve resource integration, reduce the operating cost of brand e-commerce, and concentrate a large number of brands in more mature building materials malls for unified promotion and convergence Popularity can be regarded as a professional online building materials market. At the same time, such large-scale online building materials malls can use OEM to operate their own brands after they have established a certain degree of brand awareness. This can learn from the rules and models of OEM-owned brands in shopping channels such as Carrefour and Watsons. In the furniture industry, this kind of online shop + OEM model has emerged.

  The second is the realization of the overall home furnishing model: For a single-brand e-commerce platform, the result of online gathering popularity is that it can realize the multi-category operation of the overall home furnishing. When a single-brand platform is recognized by consumers, it is matched with related accessories and other independent brand household products, such as tiles, bathroom, cabinets, lighting and other complete household products, which can be operated on the Internet at a lower level than the physical operation Cost realizes the brand's creation and appeal of the overall home furnishing industry. The main basis lies in the accumulation of online popularity. This has been the business model of Vancl Eslite, which has been focusing on women's clothing, children's clothing, and footwear, and Amazon.com, which has expanded from books to consumer products, from the beginning of making men's shirts.

The other model is: the attraction of e-commerce platforms lies in the use of a network to realize the integration of raw material management, production, logistics, sales, and terminal feedback, databases, dealer inventory, etc. Such integration has a great effect on brands reducing their production costs. Great promotion, while reducing the operating costs caused by information errors in their respective communications. In addition, the establishment of databases for brands and distributors to synchronize and keep abreast of consumers' consumption habits and preferences, designers' design needs, etc. has become more convenient and direct communication.

Con la transformación de los principales hábitos de compra de la nueva generación de consumo de materiales de construcción, la popularización gradual de los dispositivos móviles 3G e Iphone, y la madurez de la tecnología de visualización en red 3D, no es difícil imaginar que algún día los consumidores puedan navegar por la red. Ceramic Mall en línea a través de sus teléfonos móviles y ver En la sala de muestras, haga un pedido después de seleccionar un determinado producto, y el pago se completará.

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