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Patterns And Characteristics Of Network Marketing

2008/7/30 16:02:00 9

Watching friends around you shop on Taobao, and watching more and more people buy things online.

Chinese netizens, mainly chatting, reading information and playing games, are changing to Internet merchants imperceptibly.

According to the relevant reports, as of the third quarter of 2005, the total C2C market in China reached an astonishing 8 billion 774 million, which is more than two times that of 2004.

The C2C market represented by Taobao, eBay and rap network is developing vigorously, profoundly affecting and changing the life of the Chinese people, changing the mode and characteristics of marketing.

全民市场，由理想变为现实。传统营销受到地域、资金、渠道的诸多限制，企业不得不按照市场细分、市场定位的经典理论来运营。消费群身份、需求、价值观的差异，决定了企业不能也无法满足所有人的所有需求，不能也无法满足所有人的部分需求，不能也无法满足部分人的所有需求。所有的企业都只能针对部分消费群体来满足其部分需求。于是，市场越来越细分，定位越来越鲜明。

A commercial enterprise can only cover a specific consumer group with a certain range of space around it, and the production enterprise can only sell the best products in limited shelf space.

Some customers must lose part of their customers.

Enterprises are competing fiercely in limited customer groups.

The unlimited space of the network can accommodate the over quantity of products. The unlimited and no cost of the shelves can fully display the products. The global broadband pmission makes the products across the geographical restrictions and reaches every corner of the globe.

Any businessman, whether famous or not, regardless of the strength, you can satisfy the consumer's choice with enough products.

Therefore:

Positioning becomes a necessary element.

Internet merchants do not need to locate, they only need to supply enough products, and they will find their target customers in the global and national markets.

A strong brand does not necessarily win.

Internet traders can achieve or surpass the premium effect of strong brands by "multi win over brand", relying on disadvantaged brands, unknown brands or even eliminating the scale effect of brands.

Niche markets can also be popular.

Internet operators can occupy an important place in the same category market or industry through market share and sales revenue through a large number of niche market operations.

The unlimited and low cost of the whole market and shelf extends the sales cycle of products, expands the sales volume of products, extends the sales space of products, and creates endless market opportunities.

产品质量，消费者说了算。传统营销中，消费者与产品接触的任何一个点都成为消费者判定产品质量和信誉的要素。售点的氛围、服务的水平、人员的表现、技术的传播、证书的展示、品牌的影响等都是消费者选择产品的参考。

In the era of Internet commerce, consumers have brand names, and the contact point with enterprises has been greatly reduced, and products have become the only contact carriers.

Consumers' trial experience has become the most important sign for consumers to determine the quality of products, especially for those brands and industries that are very small.

For example, if you see a pair of beautiful shoes on the Internet, you will buy them to try. If you meet your expectations, you will continue to buy, and you may mobilize people around you to buy them.

At this time, the strength and production status of these shoes are not important to you.

Your quality comes from your own experience, not from the big business or the manual workshop, from the high end shopping mall or the roadside stall.

口碑传播，决定网商生死。如果说广告是传统营销的核心传播手段，广告可以改变消费观念，可以影响消费需求，可以刺激消费欲望，可以提升产品价值。那网商时代，则口碑决定一切，可以让你生，也可以让你死。网络的传播速度给企业留不下任何反映的时间，却在消费群体中起着爆炸性的扩散作用。

In the era of Internet commerce, consumers' feelings, information exchange among consumers, and network reviews become the most important information for the dissemination of network products.

If you have only one hand cooking but no money and no business capability, you can't compete in the traditional catering industry.

But in the era of Internet commerce, you can put your fast food into the fast food ordering website (such as convenient China). If you can read the pictures through the pictures, if you can feel good about your dishes and styles, you may try to buy them. After drinking is found good, customers will continue to buy, and may make a good appraisal of your products, so that other consumers around you will buy.

As the number of orders increases, you can sit with brand fast food chains.

产销合一，消费者也是生产者。当你接受到一条趣味短信，你可能不会发现，这条短信可能就产自于另一位与你一样的消费者手中。传统营销依靠专业分工来运行，消费者通过工作获取收入来换取产品的消费。

在网商时代，每个人都可以成为生产者，网络提供了一个平台，在这个平台上，消费者之间可以互通有无。我编一条彩信放入网络平台被你消费，我从你那获取一定的收入；你写一篇文章放入网络平台被我消费，你从我这得到了报酬。消费者自己生产，自己消费，网络连接生产与消费。

We spend a lot of blog information every day, thousands of people are producing endless information for us to consume, producers and consumers have no obvious boundaries, and the real individual era and the civilian economy are coming quietly.

The era of Internet commerce is the era of civilian business. Any person, any enterprise, no matter how cheap or powerful, enjoys equal status in the era of Internet commerce.

Small brands compete with big brands, while small businessmen dance with big businessmen.

Many traditional marketing rules have been subverted and rewritten, and new orders have been created.

The new and old alternation period is the period with the most opportunity. It is an equal competition place, and is the birthplace of a new opportunity.