全网营销我先行

全网营销开始变得有些复杂。以前,敢于吃螃蟹的品牌企业一般都是采用"淘宝开店+淘宝外分销"的路线,两者泾渭分明,梳理起来也容易。但如今,包括京东、当当、苏宁易购、亚马逊、库巴以及重组后的腾讯电商等独立B2C开始做大,人人都在谈开放平台,卯足了劲大举招商,大有群英战淘宝的势头。

Brand Marketing on The whole network

The mode for early ecommerce marketing players in China used to be "Taobao store+distribution outside Taobao". However, as various standalone B2C platforms have joined in to provide platforms for brand companies, everyone is talking about the "open platform". In 2011, for the first time the transaction size of platform B2C (which profits by commission and service charges) exceeded that of self-directed B2C (which profits by price margin). Even the giants from other fields such as banking and telecom are planning to enter this field. Such changes require new policies. For lots of traditional brand companies, ecommerce used to mean marketing on taobao.com, but today they need to grasp more channels including the independent B2C platforms. These different platforms have distinct user groups, and the more platforms a brand can cover, the more customers it will be able reach, and the more network traffic it can attract. Some brand companies still take a wait-and- see attitude. Agreeing that ecommerce platforms will become open and diversified, they doubt whether today’s situation is only a bubble, as the emerging platforms might use the brand suppliers as merely a means to attract network traffic and improve conversion rate. Even if the open platforms are real, the brand companies still face major challenges. The core content of whole network marketing is no longera price war or marketing war: instead, it is a test of the company’s integrated competitive power, and only those who are capable of handling the marketing operations through the various channels on the whole network will win.