网络购物,只有更低价,是这样吗?

      7月16日,京东商城CEO刘强东发微博称,将要引领2012年3、4季度中国电商史上规模最大、最惨烈、最全面的价格战。这是既6月18日苏宁易购、天猫商城价格价格大战后又一轮战事。一时间“低价”成了网络代名词。我们发现,网络上购物越来越困难,为什么?因为选择太多,同一款商品,有成千上百家店铺在卖,看商品描述眼都花了,看用户评价担心是“假评价”,看销量担心是“伪销量”,又害怕自己没有买到更低价的商品。因为,网络购物没有最低价,只有更低价。

     ——网购看上去是这么繁荣,看上去又是这么模糊不清。

     在这样一个繁荣现象背后,很多商家犯迷糊,“既然网购市场这么大,触网是趋势,但网络就是低价,我是否该降价呢?”“降价死,不降价更是死”,更有文章标题“京东、天猫再掀价格战 电商发展难良性循环”直言当下电商的非良性发展,商家无奈啦!

     在两周前(2012年7月)参加第七届艾瑞年度高峰会议上,歌莉娅直接说出自己心里的疑惑,“天猫上是否参与降价?”因为,整个天猫整个淘宝,到处都是促销,降价。你上淘宝上天猫,给人感觉就是“被降价”的象征,如果不降,你卖不出去。——这其实,也是当下很多企业的疑惑。

     于是,很多商家将淘宝或者天猫定位成“甩库存”的渠道,比如去年双十一的“富安娜”,笔者太太就买了存货。

   避免网络低价竞争,需要品牌定位及建立品牌沟通

     笔者认为,在同质化商品的网络当下,降价成了不二法则,主要原因除了竞争者因素外,还有是目标用户人群的购买能力限制。大家都知道,网络购物人群多为15-23岁的学生和23-35岁的小白领群体,这部分人购买能力有限。低价当然能够吸引他们。但我们也要看到,用户群体在成长,群体的购买能力在变化,群体的购物属性在细分。有朋友就说:“如今想在网上买个XX新品都看不到,还得去实体店”,“在网上买东西累,不知道哪家店铺符合我的要求,买个商品要花个把小时做对比,太累,没时间”。可见,用户也是希望能有一个满足他诉求的店铺。那么,这个诉求,当下的店铺是否有把握住,并通过准确定位,向这部分用户群体传递呢?

 

     因此,可以说,随着用户群体特征变化,我们的店铺商城将会走向细分化、品牌化。价格战,在一定时期内仍会存在,但那是对于同质化的商品市场。块状化、细分化的市场,需要商家们赋予品牌文化内涵与固定客户沟通,这才是最终路径。

     另外,我们也看到网络所承载的功能不仅仅是卖货,如果卖货就是降价。那么,现在说到“渠道即媒体”的概念,让我们引发思考。网络销售渠道,仅仅是卖货吗?不仅如此吧。看看下面对网络渠道的定位:

     1、如果企业关注销售业绩。网络渠道可以甩库存,卖新货;

     2、如果企业关注市场份额,网络渠道可以卖新货,设计专供款;

     3、如果企业关注用户需求,网络渠道可以设计专供款,建立品牌;

     4、如果企业关注自身发展,网络渠道可以建立品牌,整合企业内外部资源,把其当做独立事业来做;

     可见,网络渠道不仅仅只是卖货啦。他的功能内涵被丰富了很多。

     这也就可以回复上面歌莉娅问道的问题“天猫上是否参与降价?”,答复是:

     1、品牌坚持自己个性,不要做下沉用户。

     2、控制品牌自己腔调格调,你要hold住你想hold住的人。

     3、如果淘宝氛围是低价,那么可以在站外推广,淘宝仅作为成交平台。

18 thoughts on “网络购物,只有更低价,是这样吗?

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