How does traditional printing take the road of “brand e-commerce”?
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In 2011, “e-commerce branding” and “brand e-commerce” became hot words in the Internet era of the whole people. These two seemingly simple words are misplaced, but they actually represent two distinct development directions.
"E-commerce branding" and "brand e-commerce"
"Electronics branding" is on the one hand that e-commerce websites hope to attract more investment and users by creating online brands, and thus gain long-term survival and benefits; on the other hand, the brutal competition in the industry will inevitably lead to a large number of e-commerce Enterprises have no choice but to withdraw from the market because of the break of the capital chain. The result of “big waves and sand washing” is that some e-commerce companies with core products, strong capital, excellent service, novel models, stable supply and other competitive advantages survive and form self-brand. So even some people predict that 2012 will be the year of e-commerce failure.
And "brand e-commerce" means that many traditional industries have joined the e-commerce market. From the online ordering business of KFC, McDonald's and other chain brands, to the home appliance industry Suning Tesco, Gome online mall, and even the real estate king Pan Shiyi are also eager to e-commerce. Traditional printing brands are also in the list: from the establishment of corporate official website, the placement of online advertising, the establishment of online sales channels, to the shaping of corporate brands and product brands, the e-commerce road of printing industry is still not clear, but it has already been clear. Arousing the close attention of "heroes of all walks of life". How to open up the sales channels of e-commerce, and then become a strategic new business profit point, is the core issue of the traditional brand "e-commerce blue ocean" dispute.
Traditional printing brands have good prospects for e-commerce
The printing industry that is accustomed to the traditional marketing model, how to take the road of brand e-commerce? The author believes that the first point is that there is a reasonable and clear psychological positioning for e-commerce sales. To make the e-commerce channel a new profit growth point for enterprises, the input and output status estimates should not be too optimistic. Compared with the traditional sales model, it is very important to promote the brand in the e-commerce mode. I just want to open a store or hang up an advertisement bar without the operation and maintenance of professionals. Without continuous investment and attention, it is naturally difficult to get what I want and let the customers come to the door. Many enterprises have invested in "small tastes" on the Internet. After a simple attempt, they have determined that e-commerce is a "light-burning money is not profitable" thing. This is obviously an overestimation of e-commerce, and the e-commerce strategy is not clear enough.
Secondly, in the process of printing brand e-commerce, professional e-commerce maintenance personnel or partners are particularly important. How to improve the visibility and attractiveness of enterprise network shops or corporate websites? How to improve the search ranking of printing related words? How to expand the exposure and influence of enterprises on the Internet? How to make more convenient and efficient online transactions? How to let users search for their information as quickly as possible... If a printing company wants to enter the network, it will inevitably need more talents with both printing and network e-commerce knowledge.
Once again, e-commerce online trading is only a link, to make a good impression to customers, and to maintain long-term cooperation, but also need a good cooperation with the company online: abundant and clear warehousing, smooth and stable supply channels, fast and reasonable distribution mode, Improve the quality customer service system, convenient and efficient financial system and so on.
In addition, many companies believe that their own brands have a certain reputation in the industry, and do not need to carry out brand promotion on the network, which obviously made a mistake of the new "wine is not afraid of the alley." Brand promotion on the Internet enables brands to break the limits of past regions, industries, and time, and gain new upgrades. In addition, while realizing the e-commerce of transactions, it has become a new influence of the brand.
In fact, in today's printing industry, although the road to e-commerce development still has a long way to go, there are many successful cases. As above, Haishen Weida Machinery Co., Ltd. has achieved new achievements in brand building and sales expansion through information reports, online flagship store sales, and online event promotion. The brand influence is flourishing and the “China’s first knife” continues. Industry legend. Another example is Guangdong Zhongshan Adasen Plate Making Co., Ltd., through network orders, online plate making, and online publicity, to break the geographical limitations and develop the business from the Pearl River Delta region to the important areas of packaging and printing in the Yangtze River Delta and the Midwest.
Stones from other hills, can learn! Drawing on the achievements and reflecting on the failures, today's traditional brands have gradually become more rational and mature in their understanding of the e-commerce model. The CEOs of various printing companies have “fallen down the dust”, and the opening of micro-blogs and exchanges has also been explained from the side. The current recognition and action of online enterprises on online marketing. Let the traditional printing be an e-commerce express, with the help of digital technology, creating a new brand in the network era will be the next "blue ocean" in the printing industry.