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Brand Promotion Online and Offline
作者:野牦牛    发布于:2014-04-29 21:48:06    文字:【】【】【

Today early in the morning, customer Huang coming from Beijing came to Huadu District, which is called China Leather Capital, from Guangzhou. He went into our Guangzhou Tigernu Leather Co., Ltd., then we exchanged ideas about how to promote brand both online and offline and gave each other’s own opinions in detail.

  At the second time when I met Mr. Huang, I felt that he had put on more weight than he did a month ago. Maybe it is just as the saying goes,” laugh and grow fat”. He is a typical northeast man with frankness and a sonorous voice. He is 1.8 meters tall, which lets me fell stressful when I stand by him. Having been seated, we began to talk after drinking several cups of tea.

Mr. Huang mainly does bag gift channel, but also does some offline retail business. At the same time, he also does some online business. He thinks that online and offline products shouldn’t be treated as the same, in other words, they should be distinguished clearly. He also said, “We must have a clear mind between online and offline products and have a specific aim of product promotion. Provided that we treat them as the same, we will make them a mess.

He mentioned that, “the products online must have an advantage in price. On the contrary, the products offline are in absolute disadvantage. So how can we balance the advantages between online and offline products? There are still some ways for a company to do both online and offline business well and avoids conflicts between them.” He thinks that,” a company’s products can be generally divided into the high, medium and low-end products. The online products are suitable for the promotion of medium and low-end products because most online consumers prefer cheaper products instead of more expensive ones. On condition that the products online have a moderate price, they will have better sales volume. It has showed the online marketing trend. But we have to sell medium and high-end products offline because merchants need to pay for rent, water, electricity, labor, management and so on, which makes the price of offline products becomes higher. But people who have enough consumption ability won’t haggle over the price.”

But does this indicate that we can only sell cheap products online or sell expensive ones offline? There isn’t an absolute answer. Because if we just sell lower-price products online, we will leave a bad impression on the consumers, in other words, they will think that this shop just sells cheap low-end products and this is bad for brand promotion. So how to deal with it? Actually every shop should have several store treasures, which is not for sales volume. And these store treasures must have both high price and high quality in order to guide the consumer's perception of the store brand and enhance the influence of the brand. On the other hand, we should sell part of low-end products offline to satisfy the needs of different kinds of people. But we need to control the sale of low-end products, or people will regard this shop as a low-level shop.

In addition, Mr. Huang thinks that online and offline products should be distinguished not only in types, but in colors, models, and styles. If so, we can avoid the conflicts between online and offline products. I can’t agree any more with him.

  Finally, Mr. Huang said a few words to us when he was going to leave. He hopes that Tigernu will do better and better. At the same time, the cooperation between us will be more tacit and pleasing.

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