The Application Of The Emotional Experience In E-commerce Brand Design

From the20th century to today, there is no doubt that e-commerce makespeople’s lifestyle have changed dramatically. Although some of them enjoyshopping and bargain directly with the salesperson face to face, others considergoing shopping too time-consuming with the accelerated pace of life. In addition,many people do not want to face the cold for a salesperson or overly enthusiasticattitude, good at bargaining, they are not likely to open their shopping privacyand many other reasons, depending on those reasons they consider shopping as aburden. With the increase of popularity of e-commerce and the internet,consumer browse goods on the web, done directly online shopping and payment.More and more people have accepted and used the way. Because they are allbased on the same brand B2C e-commerce, there are similarities between them,and how to occupy a certain market share and become to leadership brands isvery critical in such fierce competition.With the development of economic globalization, domestic entrepreneursare feeling increasingly competitive, and most of them think that theinternational brand development is inevitable, but many managers are just stayon the surface of understanding of the brand into the universal low. In the brandgathered today, Most companies are sell products, but do not know is importantto sell the emotion to make the brand evergreen. From the globalization oftoday’s economic and social development of personalized, expanded from retailto online sales, people’s basic needs and services can easily and quickly be meetwith, so that consumers consider before purchasing behavior is not just to meetbasic needs instead of concentrating on some exciting, unique and personalizedproducts and services. Consumer groups now have their own brand of love,making newcomer original brand wants a number of “brand” to the fore, out oftheir own place in the world, becoming increasingly difficult. Although thesebrands have their own personality, but market nowhere near those “brand” already has a specific consumer groups. The brand innate emotion being animportant part of the brand’s core values of the brand and playing a powerfulemotional force promotion, is releasing its own brand strength. The brand’svalves must be the same as consumer lifestyles and consumption, If consumerscan get very personalized needs and humane brand experience from there, it willgenerate trust and rely on the brand. Therefore, the e-commerce brand designand product positioning should be prepared with analysis of different consumergroups concerned about the preferences and bias, starting from every contactpoints design needs of consumer groups, faith adhere to the brand and increasingconsumer loyalty to the brand.In Europe and other countries, emotional experience for consumers andbrand design philosophy of research and practical applications have matured, andin our country, for the emotional body brand design philosophy of attentionseems to have just started, There are many problems in development of brand,especially the understanding of brand awareness is not strong enough.“Tmalloriginal” is based on the concept of the new brand launch of Internet commerce.Refers to the original platform was born on the growth of the young brand, theseyoung brand temperament extraordinary, they are a leader in various fields, Theinterpretation slogan is "inherently different." Tmall original provides a platformto create dreamer, but this is still very young, how occupy a certain market sharein the fierce competition in the electricity supplier for Tmall original brand isvery difficult and important. They should take what kind of strategy, How tobecome to a brand of leadership are the need to study the contents of this article.This article includes the field of psychology, brand design, Branddriven innovation, design thinking, emotional experience demonstrated theimportance of brand differentiation positioning and image promotion, and toDopure, for example, it is from a consumer emotions perspective of the brandexperience designing from contact points to exploring, to provide some valuablereferences for our electricity supplier brands and brand design emotionalexperience.