营销达人的网购态度（Marketing people´s attitude to online shopping）

营销达人的网购态度（Marketing people´s attitude to online shopping） 营销达人的网购态度(Marketing people's attitude to online shopping) Recently, Pan Shiyi in online sellers news, real estate e-commerce business in full swing, e-commerce seems to have nothing Can. Online shopping has gradually become a way of life and consumption. As an emerging circulation channel, the net Purchase as great scourges to hit us like. How to parry? In the Web3.0 era, people have become accustomed to buying all kinds of products online. As small as CDs, books, daily necessities, clothes, cosmetics, as large as 3C, luxury goods, cars and even real estate, they can be bought online! This is the current online shopping frenzy! There is nothing that can not be done, only unexpected. (online auction mosquitoes have it!) Perhaps we have not forgotten last year, Taobao organized the "Mercedes SMAR T" group buying activities, in 3 hours and 28 minutes, 205 Mercedes Benz smart was sold out, all walks of life for its consternation. Almost at the same time, Shanghai Volkswagen "Skoda e shopping center" was deliberately pushed to the front of the stage, more and more enterprises interested in network sale. Recently, SOHO China held the "shop online auction" activities once again attracted the attention of all parties, Pan Shiyi's move opened the curtain on the era of real estate e-commerce. Whether you like it or not, this is the trend of online shopping online shopping in a threatening manner, of every hue impact on people's nerves. As marketers, they have more reasons and opportunities to access online shopping, and many of them even become practitioners of e-commerce. Their attitude towards online shopping, the future of online shopping, and the trend of online shopping, what do you want to say? (Note: the following guests are sorted according to the interview time) Ya Fei sun Fifth Avenue luxury network CEO First online shopping: 8, 9 years ago, on the net to buy books. It was through the web page to browse the books you want, then call the customer service and buy it by way of cash on delivery. This is probably the most primitive form of online shopping in china; Shopping websites: excellence, Dangdang, Jingdong, Taobao; Often online shopping: books, electronics, pet products (because cats are kept); Most concerned about the problem: business integrity, can not return, after sale there is no guarantee?; The most unsatisfactory online shopping experience: frequented Jingdong, buy some electronic products. Jingdong has the advantage of fast delivery, but the drawback is that it can rarely be returned. Once in the Jingdong to buy a small phone, take back only to find a sub machine, need to spend 600 yuan to buy a machine to use. At that time, the purchase of the website did not say clearly, resulting in the product mistakenly purchased. And Jingdong representations, many times only for the return, but also deducted the commission. Incomplete information has caused the false purchase, but let consumers pay, this will make consumers feel very irritated. China's online shopping still has a long way to go I understand the real online shopping is able to complete the online from the discovery of a set of processes of goods to the payment of the purchase, the first time to complete such a set is in college in the United States in 5, 6 years ago, Messi (Macy's) in the department store to buy clothes, shoes, hats and so on. Before I go abroad, I do not have online shopping experience, but after going to the United States, I basically buy things online. Because in the United States, it is easy to return goods, clothes can not be returned. For example, the product bought after if not satisfied, as long as a good product packaging labels, Return (return) to the local post office or UPS receiver can, do not need to pay any fees. Moreover, the United States has many UPS reception points, which can be easily received by any outside shop. It is very convenient. But in China, it is not done at present. Because first, the quality of Chinese consumers has yet to be improved. Some consumers will buy clothes back a few days back, drilling "7 days unconditional return" loopholes. For example, every guest, Mcglaughlin returns rate is very high, there are such problems. Fifth Avenue luxury network customers relatively high quality, Therefore, the return rate is still relatively low. Second, China's logistics is still underdeveloped, there is no logistics company's system can support anytime, anywhere. Traditional enterprises have a natural advantage in E-commerce Online shopping in China is still very young, in an auxiliary stage, has not attracted much attention of traditional enterprises. Although the electronic commerce is still in its infancy, with profits and sales is not very high, but I believe that e-commerce will become a very important channel after 10 years, in some industries, even more than the traditional retail share. If enterprises pay enough attention to it, e-commerce will become a very important source of revenue for enterprises in the future. In fact, the traditional enterprises to do e-commerce itself has many advantages. For example, Haier, which has been involved in e-commerce for a long time, has become a natural storage center in stores around the country and can radiate the demand of the surrounding consumers. Consumers order on the Internet, Haier can transfer goods from the nearest stores directly to consumers. The supply advantages, storage advantages and management advantages of traditional enterprises can play out in the field of e-commerce. If they do not consider e-commerce now, they are actually losing money. Future online shopping will closely integrate entities In the future, online shopping and entities combine more and more. For example, door-to-door, free to try on. Now customers do so, luxury brands Armani is doing so. Consumers first pay, try inappropriate, then return immediately, this service is becoming more and more like the physical store, one to one service. E-commerce is no longer purely virtual space, but more and offline activities combined. This is a trend, but the cost is high. Wangdusen E, L, L, A, S, S, AY (Ge Lisi) brand director First online shopping: in 2005, bought more interesting, creative little things; Shopping websites: Taobao, Jingdong, Dangdang, and some foreign shopping sites; Often online shopping products: books, electronic products, jewelry (necklace, earrings, glasses, etc.); Most concerned about the problem: because the Internet can not feel the added value of the brand, so it will pay more attention to the product itself. If one thing does not exist in the entity store or in the circle of life, it will be purchased online; The most unsatisfactory online shopping experience: before going to Britain recently, Taobao bought a few T-shirts with British feeling. Before buying it, I saw it on the Internet, feeling good design, and the process was also very good. However, after getting the hand, it was found that there is a big gap with the actual value. The prints are rough and the fabric feels bad. It's not expensive, but it's not worth it. I have reservations about buying clothes and shoes online unless I find a store that suits me very well. Online shopping will not replace physical stores In the United States and other places in Europe, logistics are developed, because many European city are very small, in the far away from the city, suburban shopping malls, shopping environment Chinese not so convenient, so the local people have a lot of love online shopping, but we also reached a consensus, is the network sales will not replace entity shop. Because there are a lot of value-added services in the store, such as ELLASSAY (Ge Lisi) of the shop, the customer will have a door kind of calling Philippines, exclusive collocation consultants, good visual atmosphere, coffee, tea roses, the relaxed and comfortable shopping environment, many customers see, they will pay more attention to these experience, but not so sensitive to price. Of course, we are also trying to e-commerce attitude, I believe that e-commerce will have a good development. Currently, ELLASSAY (Ge Lisi) has been talking about cooperation with Taobao mall, etc., we will find a line with their own brand of online sales model. Electricity providers need to establish brand reputation GAP in the United States has about $15 billion a year in sales, with a growing share of online sales. GAP brand itself is located in mass consumption, the price is relatively low, In the overall decline in brand performance, more emphasis on overseas markets and network sales. Unlike several other competitors, GAP uses offline and line operation strategy, they began online sales in 31 countries, at least for consumers in 90 countries, they skillfully use offline brand awareness and product familiarity and reputation to influence online consumer, customer purchase in entity the store later, GAP products have been very familiar with, the quality is also very reassuring, so it will buy on the net, this is a virtuous cycle. Only consumers have a good impression on the brand will be trusted on the network. The future of online shopping will provide convenience and meet the needs of the main I have a little dream, is the time to open the refrigerator, if I found love drink beer or drink no, automatic sensory equipment will perceive the refrigerator all this, then the refrigerator outside the display screen will remind me to buy or not to buy, if you click after the purchase, a convenience store will last away from home in 5 minutes to send things to come. This is far more convenient than shopping online. Now the Internet or network to network, the future of the Internet of things can be, for example, the family in accordance with certain areas connected, so consumer demand will quickly transfer to the business there, I wish it will be easier to achieve. Lock the consumer demand, even found that consumers themselves are uncertain demand, fast to achieve, so the world will be very convenient, this is the future of online shopping, it will help us save a lot of time to do other things, the redistribution of social resources in the future, there are many possibilities, this is more beautiful than? Zhangweili Samsung Peng Tai interactive marketing division director The first time: 2007, online shopping is just an attempt at taobao.com bought more than 30 pillows, one for the office; Shopping mall: Taobao (often purchasing), Dangdang (buy books more), and occasionally to Jingdong; Often online shopping products: books, purchasing electronic products (mobile phones, notebooks, digital photo frames, etc.); Most concerned about the problem: first look at the business credit, followed by the business with the service attitude, and then see the product details of incomplete, there is no evaluation; The most unsatisfactory online shopping experience: Taobao bought a clothing, the number and quality problems, and did not spend too much money, there is no return. Online shopping surprise: from South Korea purchasing signature pen, a purchase of ten sets, there are a variety of colors, very good use, quality and colleagues from Korea brought back exactly the same, the speed of delivery is also very fast. E-commerce and traditional retail industry complement each other E-commerce and traditional retail trade are mutually aided. The traditional retail model for consumers, you can really see things, consumers can experience the store, and make their own judgments. The advantage of online shopping is convenient and quick. When consumers are more familiar with a brand, they will take the initiative to buy the brand's online shop products, such as H&M, GAP and so on. In turn, many online shopping businesses will also develop offline stores, such as Martha, Marceau, and Mcglaughlin. So the two are complementary. But in the future, e-commerce is likely to exceed the traditional retail business. In some industries in South Korea, online shopping has exceeded the traditional retail model. Consumers who go to the mall generally buy luxury goods because they go to the luxury store to enjoy the online VIP treatment. In addition, in South Korea, those similar to the Beijing zoo wholesale market, the official garden wholesale market format will be young people like, will continue to survive. And some of the mid-range brands in shopping malls have begun to decline. E-commerce should pay attention to the following points: First, the establishment of brand. To have good reputation and quality products; Second, security. Including the security of payment and the security of information; Third, humanized design. Including product design and packaging, web site The construction of the platform and the construction of the platform need to be designed according to human nature. For example, a clothing, how to display, can allow consumers to get the same experience as offline, online display should try to avoid and offline differences. Dong Lan Miu (LAMIU) CEO First online shopping: in 1998, in Japan, buy tickets on the Internet, through the mobile phone two-dimensional code to the scene to pick up tickets; Frequented shopping site: in addition to Internet, frequented by Taobao, Ctrip, Jingdong; Often online shopping products: there are two categories: first, online shopping malls can buy, but online to buy cheaper; and the other is online under the mall can not buy or buy more difficult, such as overseas purchasing; Most concerned about the question: whether the product is genuine and service?; The most dissatisfied with the online shopping experience to travel during the Spring Festival to Philippines, at sites such as Ctrip to buy tickets to Philippines more expensive, to Philippines airlines directly buy relatively cheap tickets at the time of the operation, because the foreign network is slow, submit many times before they succeed, the results found detained the two paragraph. Because it is a foreign website, so it is difficult to find people to solve, the loss of their own. Electricity supplier enterprises are facing three major bottlenecks E-commerce, as its name suggests, is to achieve shopping by electronic means, in this process, "things" is the biggest challenge, first, "things" can not enter, and two is "things" can not go out. "Come in" means that the supply of the product is not enough. Because of the rapid development of e-commerce, the speed of the traditional industry is dozens of times, even more than a hundred times. Vendors who are accustomed to providing products to traditional business models have not adapted to the rapid pace of e-commerce, and their capacity has not kept up. Therefore, a phenomenon is that our supply speed can not meet the needs of consumers. "Out" means the bottleneck of logistics. By the same time, logistics is also a heavy asset industry, and the speed of development can not keep pace with the pace of e-commerce development, thus affecting the development of e-commerce. This is also a large number of electricity supplier enterprises began to build their own logistics reasons. Third is the bottleneck of talent. In China, e-commerce is a very new industry, and it is very difficult to find people with professional knowledge of e-commerce. Electricity providers have far-reaching implications for traditional retail business E-commerce has developed abroad for nearly 20 years. When Amazon just appeared, a lot of people did not understand, think who can go online to buy a book. But now, the biggest offline bookstore in the United States has closed down. Countries like the United States, retail has a history of more than a hundred years, consumers have become accustomed to buying things from traditional retail channels, reversing this habit is not easy, e-commerce achieved. In China, this trend of reversal will only be more pronounced. Because China's retail business history is only twenty or thirty years, the industry history is very short, practitioners experience is also small, the traditional retail customer experience, the level of cheap and fine with foreign countries have a big gap. In this case, e-commerce can provide consumers with inexpensive things, the impact on the traditional retail industry will be more far-reaching. But both at the same time rising stage, and for a long time will not develop into zero and competitive state, the two formats will coexist. &COO&CTO, co-founder of Jiapin network First online shopping: in 2002, in Australia's eBay above, bought a set of Elvis Presley's CD; Shopping mall: Taobao, Jingdong, dangdang; Often online shopping products: music, CD, books. Most concerned about: business reputation, product authenticity, quality; The most unsatisfactory online shopping experience: buying pirated music at Taobao CD; Online shopping surprise: Taobao recently bought a new Chyi Yu CD in 1985, and the original, very happy, Someone who has been collecting it for so long can still sell it. Electricity providers subvert people's shopping concept I am still a well-known Internet Co do China District technical director ten years ago, on the development of the Internet China have a basic judgment, the future of the Internet is most likely to be successful in two areas, one is the electronic commerce, is a mobile internet. This year, these two areas are hot spots. E-commerce provides people with new ways of shopping and new ways of thinking. Before, people buy goods, need to shop to have a look, feel, personally experience the purchase. Today, you can find a large number of pictures on the Internet, you can buy goods at home without satisfaction, you can also return. This shopping style has changed our understanding of shopping and our lives. The electricity supplier's judgment will be conservative in the future At present, many traditional industries are being adjusted by the new shopping methods of e-commerce, so they have to make some adjustments and put some of their efforts into e-commerce. Some traditional enterprises have been greatly impacted, and sales have been seriously reduced and even closed down. At present, e-commerce and the traditional retail industry are still dynamic interaction, the future will coexist in the new balance point, no one can destroy who, because each has its own characteristics can not be replaced. It is worth noting that the electronic commerce in just a few years time quickly occupied a part of the traditional industry development for hundreds of years to accumulate shares rise very quickly, now on the electricity supplier's judgment in the future will only appear to be conservative, the electricity supplier to bigger and faster direction. Meishan Vice President Martha Marceau Online shopping reasons: like online shopping model, you can save a lot of time, consumption more targeted; Shopping mall: Amazon, Dangdang, and some brands of electronic stores; Often online shopping products: daily necessities, clothing, books, toys; The most concerned problem: online shopping is a process, which involves various aspects, including the structure of website design, product classification, transaction process, product quality, customer service service, payment security, membership system and so on, any one of the links do not, directly affect the buyers shopping experience, we focus on the to enhance the customer shopping experience. The most unsatisfactory online shopping experience: when buying online fabrics have bad clothing, washing a few times on the deformation, and quite expensive. There are many products in the industry to save costs, the renovation of cotton clothing, is a few years ago the old clothes to make cotton or cotton fiber, which is why a lot of clothes more grand, because soon there is no flexibility. Genuine goods are what consumers really want. Online shopping represents lifestyle optimization As the electricity supplier industry practitioners, I witnessed the online shopping market from the first flowers to a deserted house now. Consumer consumption from the year to the current trend of superior consumption, consumer attitudes and understanding of online shopping concepts have undergone gratifying changes. Online shopping is not a cheap goods distribution center, and more and more optimized for an efficient, cost-effective, high-quality, high-grade lifestyle. For example, Martha Marceau as the Internet users in the high-end menswear brand, its progress, what they need is the best balance grade and price. Electricity supplier should be people-oriented China's Internet purchase is still in its infancy, and remains to be explored and improved in all respects. In terms of integrity and consumer rights protection, some shopping websites lack explicit consumer protection, guidance and consumer protection systems, and the rules are unclear. Some online shopping platform blind expansion, leading to follow-up services can not keep up, but also greatly affect the shopping experience. In a word, "people first" is the survival of online shopping. In addition, changes in the market pattern is also a market optimization process. Traditional retailers test the water for e-commerce, Also in the original sales model adds a weapon, opened up a new marketing channel. The common development of e-commerce and traditional sales will bring more choices for consumers. In the future, online shopping is not just selling goods, will pay more attention to communication and interaction with consumers, will pay more attention to provide consumers with high value-added services. Recently, Massa Marceau launched MASA image positioning tool, through five levels of positioning clothing program, and quickly enhance the taste of men's image power. The move is expected to the future of e-commerce in the product design, the abundance of goods and service experience plough, which reflects its unique advantages.