How to create a group brand of online marketing?

It has always been believed that e-commerce marketing can solve sales problems by putting products on the Internet and then conducting some network planning. However, after doing several network products, it is found that such a way, the market's lethality is very poor, and the effect is generally , long time, slow effect. A single platform marketing, its strength advantage can not convince SMEs to form a group-type product system, nor can it adopt more integration methods on the platform to attract more consumers to become frequent visitors of the platform. It is even more difficult for professional e-commerce marketing companies to provide rationalization suggestions for the platform and to carry out comprehensive personalization of products.

Later, a lot of research on various forms of e-commerce marketing found that building a huge group platform, so that more SMEs can be involved, so that the product line of the platform can be richly embodied, and then through a unified image. The service system makes the marketing group platform become a basic brand of e-commerce marketing. With the brand, it can attract more consumers to consume the products of the group brand platform and achieve the three-dimensional sales of the e-commerce marketing system. Of course, Such a group of brands is more lethal and competitive for the online market.

So how can we make the group achieve the brand and use it for us?

Going forward, product online marketing needs to give yourself an ID card - brand image point

We must first solve the product brand image. Without a reference, we cannot identify the value of the product itself. To give an example, there are six brothers and sisters in the family. If all of them give their own brand image, the people in the society will not know who is the real brand image. A woman said that it is very beautiful, where is it beautiful, is the nose? Is it a mouth? Still a figure? If you say that every part of a woman is beautiful, then tell everyone that this woman is nothing beautiful. Therefore, finding a prominent brand image for a product is the primary condition for e-commerce marketing to create a brand.

This is the same as a person's resident ID card, who has an ID card, but the ID card number is only one person. You can see who your brand is by seeing your ID number.

However, with the group ID card, it does not mean that there is a brand. If the design group wants to let more people know, we have to have special characteristics for the set ID card. Only in this way can we highlight the set group brand. The personality, and the key to personality is that the group brand needs to be built on a focused focus. In other words, it is necessary to focus on the main purpose of establishing a group, and how to establish a group to make the brand out of place. This requires our group to focus on the focus of their business as much as possible. In the initial establishment of the group brand, we should achieve the principle of three concentration: focus on one target group, concentrate one product department, and concentrate one image point.

Concentrating on one target group is that the content of the group management is aimed at a target consumer group, such as a white-collar woman who is sitting in the office for a certain cosmetic product, and a sub-healthy person who is between the ages of 35 and 45. If any group of people wants to catch it, then no target will be caught.

Concentrating on one product department means that the group system must have certain product specificity, and the products to be operated are locked in one line. For example, cosmetics are all made into cosmetics, outdoor sports products are used as outdoor sports products, and products must be made. Be very professional, let consumers feel that this group is not only a cosmetic business, but also a beautiful business of beauty and skin care.

Concentrate on one image point. If you decide to build a group brand, you must let everyone unify the image, use the same voice, and the same professional standards. If you import the logo of the unified group on the left side of the respective online store, you can let the consumers know that you are the person of this group, that is, your online store is still a level of heart, and consumers have high trust in the group brand. So don't mind too much about your personal credit rating.

When the three sets are fully integrated into the group, we will form a focus, that is, to spread and publicize the unified brand of the group, and the focus of the promotion is the unified brand image set by the group, let this design The image of the image is glowing in the consumer, causing high concern.

Therefore, when we carry out the promotion of the network group brand concept, the premise is to give the group brand a very prominent brand image point, and complete the foundation point of the group brand.

Second, the best way to improve the group brand and quickly develop the market - product unity

Now in C2C's network operation, most of them are copied with other products, and then sold, or regardless of the quality of the entire product, the products are connected to the Internet, causing complaints in the later sales, to the online store Credit damage is too great.

In fact, the setting and procurement of the product department is a difficult task for the development of the group. There are three general solutions: First, the group head organizes everyone to find products, and the head and everyone discuss good products for the target direction. Everyone works hard to purchase products, but the bigger problem with this method is that the quality cannot be guaranteed. Second, the group commissioned a professional procurement company to conduct a comprehensive study on the requirements of the group. Later, it was approved by the procurement company and then purchased by the procurement company. This is a very suitable method, but the initial period requires cost input, or Procurement company cooperation division. The third is to publish information on the professional network, or to search for it, and then the professional negotiators of the group organization negotiate, and then sign the deal.

Why should the product be unified in building a group brand? This is a question that many people involved in online store operations have to ask. In fact, it is very simple. If a group is selling at the beginning, it means that the logo is unified, and consumers will not understand why a group of people will operate different products. Once the doubt comes out, the consumer will have a sense of suspicion about the group, think that the group is pieced together, and start to have the idea of ​​distrust of the group, and the consumers on the network are very cautious when shopping, as long as If you don't know a bit, then you may not go to the group's products. Practice has proved that all the groups that have established product unification have accounted for 81% of the group's group development, such as "Lemon Green Tea" group and "Savage Angel" group sales have reached more than 100 million yuan. The group that did not establish a unified product system basically went to the lower name, and the success rate was almost zero. In addition to chatting, the group system does not have the group sales force of the group.

Third, professional guidance is the key to the success of the group brand – the specialization of operation

The group has a goal, has a product, and has an image, but if it does not operate professionally, it will fail later.

Therefore, the professional operation group is a brand-new subject. Ma Decao did not understand this. Why did the group have a scientific combination, but the sales volume still could not go up? Later, because the products in the group suddenly came to the spring, the monthly sales of a single item reached more than one million yuan. I was very puzzled. Later, I researched the product and found that this product was a case study of a successful ground planning project. It was published on more than ten professional marketing websites. Later, from another angle, it describes the secret of the company going out of the predicament. And published in "Business", and then because a nutrition association told me about the relationship between nutrition and marketing, I also took the product into the interview as a case to analyze. Later, in Baidu's search, this product and several related keywords were placed on Baidu's front or front page. After a few months, such network information has produced advertising.

I suddenly understood that the original e-commerce marketing operation needs to be supported by clever online advertising.

Later, a group of friends asked us to pay attention. I didn’t have the idea of ​​charging, I helped to extract three products, carried out specialized product decomposition, and began to spread information on major portals. After the month, two of the products of this group suddenly became hot in the online consumers, and the sales volume went all the way, which led to the sales of other brands in the group, and the group gained considerable benefits.

From this, I seriously thought about and summed it up:

First, the establishment of the group brand is the need to become a brand in the network, in order to make the group more influential.

Second, it is impossible for all products of the group to be products that we are concentrating on, but products that need to be selected from more prominent individuality. After professional planning, we must use different network features for integrated communication and publicity. To make individual products fire first. As long as one of the products burns, there will be a second product and a third product to follow the fire. The benefits of the group can be fully realized.

Third, e-commerce marketing planning, not as simple as traditional marketing planning, not as complicated as traditional marketing, saying that this sounds like Mao Dun, actually it is reasonable, sometimes traditional marketing planning methods are used, but It is not necessarily the goal. This is called complexity. Sometimes it's possible to use only a very simple method, and the market is up. This is called simplicity. The e-commerce marketing plan looks very simple, but the internal is very complicated, because the amount of information on the network far exceeds the amount of information transmitted by the traditional marketing media, so that consumers can pay attention to the group and products from so much information. It’s really not something that people do. But sometimes it's very simple. As long as the target group is locked, the information will naturally shrink. Combining the traditional marketing planning method, the effect may be surprisingly good.

In a word, the establishment of the group brand and the success of the product become a network brand, without professional marketing planning, basically more dead, less live.

Fourth, the concept of promotion needs to be simplistic - concept narrowing

With the foundation of the previous three, the success of the group brand still needs to do a more important thing, that is, the concept of product narrow-band processing.

E-commerce marketing is not like traditional marketing. When a new product is put on the market, it can say many of its advantages. Sometimes, although it also has a single concept of product appeal, it is still too much for the concept of products in e-commerce marketing. Zoom in, when the product is in network marketing, the narrower the appeal point, the narrower the better.

The so-called narrowband is not like broadband, an information highway can pass through different brands of "vehicles" at the same time. Narrowbanding means that when a product enters the online sales system, it can only concentrate all the power through one message at a time. Let the consumer remember a message about the product, then the marketing of the group product will be successful immediately.

Narrow grouping is the product of the group brand to narrowly select consumers. The smaller the consumer target group, the narrower the better. If the target group is large, the consumer will play a role in the product. Suspicion. For example, the target group selected by Hua Shengyuan Chamagu is the cancer rehabilitation person to solve the acidic constitution problem, because the nutritional effect of the product on this target group is better.

The division of labor in today's society is becoming more and more clear, and the personalization of its consumers is becoming more and more prominent. If the network group cannot grasp the professional single concept appeal of the products provided by the group, or the target consumer group that cannot catch the product, Then the group brand, the image of the group is no better, there will be no more benefits waiting for you to share. From our experience, there are three:

First, the group should carry out a comprehensive conceptual packaging of each product. One product can only grasp one statement for promotion and refinement for combined communication and publicity.

Second, after the group has a conceptual centralized statement, the segmentation of the target group is the most important. The most terrible thing in network marketing is that the target group does not understand or participate in the network, so it is locked again. Sometimes it is useless. At this time, we need to study other consumers who influence this target group, and find the consumer groups that are consistent with the network, and solve the marketing problem that cannot reach our direct target group through this target group.

Third, there must be an organic combination between the narrowing of information and the narrowing of the target. If they are done separately, the effect can only reach 30% of what we expected, but if it is integrated, then The effect may be magnified by a factor of ten.

In short, in addition to the comprehensive establishment of the group brand and the basic work of the above four aspects, there is still a lot of work to be improved.

It is not easy to establish a group brand, but it is not easy to insist on it. Because the group brand is established, there are still many difficulties behind it, such as the combination of the enterprise group platform, the platform display of the product group, and the operation of the network group platform. Waiting, every new thing will definitely bring a lot of questions. As a group network platform, how will we use the brand to attract more and more of the respective needs of the two? Make the group platform brand get more support from the enterprise, get more recognition from consumers, make the group brand more lethal in network marketing, and become an inevitable integration trend of network marketing.

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