Emerging Channel Competition Upgrade Channel Transformation And New Tactics

　　 Electronic Commerce With its low cost, convenient way and wide influence, it will become an indisputable fact that it will become the new favorite of enterprises. However, after all, it is different from traditional channels. If we want to succeed through it, home textile enterprises will have to face the new business of electronic commerce with the mentality of returning to zero no matter how strong their strength is.

　　 Emerging channels Competition upgrading

China international home textile exhibition has just ended, and there are rumors of disputes over the two home textile enterprises listed by Luo Lai and fuanna.

According to relevant sources, in September 30th and October 28th last year, fuanna entered "fuanna" in Google, and hit the search results directly into the Lovo website operated by Luo Lai. According to fuanna, Gu Xiang used the "sponsor link" service provided by the company to carry out trademark infringement and unfair competition.

Regarding the accusation of infringement and unfair competition proposed by fuanna, the director of the home textile company of Luo Lai said that such infringement is generally a violation of the well-known enterprise trademark by a small enterprise. Such a leading enterprise is not necessary for infringement, and there is no such subjective possibility.

In July 2010, fuanna filed a lawsuit against the Beijing Haidian District people's court for Luo Lai home textiles, Shanghai Luo Lai and Beijing Gu Xiang, demanding immediate stop of trademark infringement and unfair competition and compensation for economic losses of 500 thousand yuan.

In this case, the people in the industry insist on each other. Some people believe that: Home textile industry The first two companies actually value each other very much, and this lawsuit is somewhat more controversial. Others believe that the "double male" pattern of the home textile industry has been set up, so as to promote speculation, enhance its popularity and further expand its distance from the second army. Others believe that once a generic website is known as "brand protection weapon", enterprises will find that users who are looking for their products or brands may turn into partners, agents or even competitors. Cyber warfare is all at stake. Competitors who have never thought of you think of it for you.

No matter what the truth is, one thing can be sure that e-commerce has become an important platform for home textile enterprises to compete for resources.

Fuanna said that fuanna, as a home textile company with traditional physical stores as its sales network, is facing high rent and sales expenses. It is bound to open up its new sales channel in the new business mode of e-commerce.

"Luo Lai home textile began to set foot in e-commerce in 2008. We regard it as a sales channel, but it is just beginning, and it is not long." "If we don't get into the field earlier, we will be very passive in the future because competitors have already entered," said Luo Lai.

Regular construction of net sales channels

At present, in the new field of network, there are generally several modes of enterprise marketing: first, virtual and physical brand is completely parallel. The brand that is completely parallel with the entity is usually advantageous at the beginning of creating the network brand, because it owns the famous brand of the real world, the existing relationship with the customer, and the complete value transfer system, especially the relationship between the existing distribution system and the upstream and downstream industries, as well as the reputation of the original brand in the consumers. "Tayohy" is such an online virtual and entity completely parallel brand.

The two is that the virtual part is consistent with the entity brand. In the case of talent and capital is not fully in place, more home textile enterprises choose to take part in e-commerce, take their most competitive products to Taobao's three party B2C platform, open an online shopping mall with the same brand, such as Xian home textile, sell silk and silk quilt on the Internet, and sell the cat and wool quilt on the Internet, and sell the patented mini house sleeping tent on the Internet and the 6 branches of the mercury home textile in Taobao mall, and in 2009, the product sold for about 10000000 yuan. At the same time, most of these brands are also located in online stores such as pat, yes, Dangdang, excellence, Jingdong mall and so on, with a view to opening up channels in a multi pronged way. Even if they can not increase revenue, they will be able to get mixed up with Internet and play a free online advertising.

The three is the complete separation of virtual and physical brand. In order to avoid the contradiction between the new channel and the original distribution system, and in order to open up new markets and new consumer groups, the real home textile brand enterprises or other enterprises that are newly transferred to the home textile industry generally choose the completely separated practice and create a brand of pure e-commerce network entirely. The Huarun century home textile, invested by Huarun group, has built up a network of French Lulu home textiles after creating the French romantic champs home textiles. This is also true of LOVO's online brand.

Channel transformation and new tactics

While two leading enterprises are fighting for new resources, there are new ways to build e-commerce channels.

People have seen many enterprise transformation, the creation of a physical store brand, but I am afraid there is a rare transformation to create a home textile enterprise with network brand. I have seen many companies recruit entity store franchisees but seldom see the home textile enterprises that recruit network agents. Nan Xiu silk arts and Crafts Co., Ltd. is a new type of enterprise that is transformed by internet marketing channel.

Nan Xiu silk language is located in Tongfu Industrial Zone, Tongxiang, Zhejiang. It has 15 years' experience in specializing in the production of silk products. It is reported that as early as 10 years ago, South gossier began to set foot in the Internet, and sold products through Alibaba and Taobao. With the popularity of the Internet economy, the company decided to recruit network agents.

"The company currently focuses on recruiting Internet agents, whether it is Taobao, patting, eBay, eBay and other B2C online shopping platforms, or young entrepreneurs who create their own online shopping platforms. As long as there is passion and a certain network marketing experience, Nan Siu language will open the door to you." Yu Chao, director of the brand marketing network, said, "Nan Xiu Si has a flagship store in Tongxiang, Zhejiang. Its products are complete, and there are intentional agents who can come to see the source of goods."

The innovation of an enterprise is bound to have its own driving force. "Silk is a kind of Chinese culture, and it is also a proud traditional culture. Our goal is to create a quality silk brand to promote Chinese culture." Yu Chao explained, "we start with silk quilts and scarves. We need to be professional and comprehensive suppliers of silk and silk promoters. With the help of the Internet, we can achieve this desire without the restriction of geography, time and personnel."

When talking about the progress of the recruitment of network agents, she said: "this decision has just started, and has been answered by some agents, but all come from the surrounding cities, hoping that the agents in the country can participate in it."