The Research On Shanghai Jahwa's Sales Strategy Of E-commerce Channel

In recent years,with the popularity of the Internet and the explosive growth of e-commerce,China has grown into the largest retailer market in the world.With the explosive growth of e-commerce,the growth of electronic commerce channels in the cosmetics industry is also increasing.SHJH is the cosmetics group the domestic cosmetics industry in a few in the multi brand from the high-end and mass consumption in the field to carry out all-round competition with international brands,for the study of SHJH emerging e-commerce channel marketing strategy,will help to improve the current status in the field of electricity supplier,improve competitiveness,to solve the problem of their own development;due to the SHJH three category ten differentiated segments brand,marketing strategy for its e-commerce channels,to provide electricity supplier channel development,operation samples for many of the cosmetics industry enterprises;while SHJH is fully competitive cosmetic industry,research on the marketing strategy of the e-commerce channels also provides a good practical value for the transformation of the Internet Chinese traditional manufacturing enterprises.The basis of domestic and foreign related theories of marketing management and practice,the theoretical analysis and practical case studies combined,using the method of comparative analysis and qualitative and quantitative analysis method for SHJH e-commerce channel marketing strategy analysis.The first analysis of the development status of domestic cosmetics industry,and for SHJH's external environment and internal resources are analyzed,and review the current situation of the development of SHJH e-commerce channels,proposed e-commerce channels,finally make the SHJH e-commerce channel marketing strategy and put forward the optimization and security measures.Through the analysis and demonstration,the following conclusions can be drawn:(1)by studying the development of the domestic cosmetics industry,we can draw a conclusion that the growth rate of the cosmetic industry is slowing down,but it still keeps a fast growth in the channel of e-commerce.The domestic cosmetics enterprises mainly take the differentiation,the single product breakthrough,the series and the following products strategy as the main strategy.In the communication,the big hand star endorsement and cooperation to carry on the large-scale variety communication strategy is the winning way.(2)through the analysis of PEST,it can be concluded that as the laws and regulations of the cosmetics industry have been introduced in succession,the entry threshold of the industry will be improved.The implementation of the newly revised advertising law will increase the cost and reduce the marketing efficiency.The sustained and rapid growth of per capita disposable income will enhance family consumption intention and provide huge market space for consumer goods including cosmetics.The huge population base and the development of makeup concept promote the growth of the cosmetics market.The development of new materials and new technologies promotes the development and innovation of cosmetic products.(3)through the analysis of the competition of the cosmetics industry(Potter's five force model),it can be concluded that the competition in the cosmetics industry of SHJH isvery fierce,and has a lot of participation in the enterprises and the market is more dispersed.Although SHJH has three main brands of Herborist,GF and six gods,it has a certain influence on consumers and is also relatively high on the overall sales scale,but it is relatively weak in the bargaining power with the suppliers and the bargaining power of the buyer.These potential entrants,such as cosmetic instruments,oral beauty care products and medical cosmetology,as well as small subdivision brands in foreign countries,self created brands of channel merchants,new media,new channels,new technology and new technologies,have threatened SHJH,but there are no fundamental and revolutionary alternatives in the market at present.Substitute products and brands.(4)through the SWOT analysis of SHJH e-commerce channels,it can be concluded that SHJH e-commerce has the advantages of full channel layout under the line,the advantages of successful brand molding,and the advantages of scientific research and product development.In the disadvantages,it embodies the supply chain system,the stability side of the E-commerce team,and the individual brands,product aging,and numbers.The investment in marketing is insufficient.The opportunity is manifested in the four aspects of the post-90 s identification of Chinese culture and the belief in Chinese products.The deterioration of Sino Korean relations reduces the competition of Korean brands and subdivides the growth of category and offline performance.In terms of threats,there are threats from international brands,domestic brands,and Hai Tao,purchasing agents,substitutes and raw material suppliers.Through a comprehensive analysis of the internal advantages and disadvantages and the external threats and opportunities,we can conclude that SHJH will adopt the SO differentiation strategy,that is,the advantages of the current international political environment on the development of the enterprise,and the recognition of the young generation of national products and Chinese traditional culture,combined with the rapid growth of the fine category and the brand online.It is far from reaching the opportunity point of the difference in the market share under the line,digging deeply into the links between Chinese traditional culture and brand products,strengthening communication with consumers,and making full use of the SHJH market operation,the success of brand building,the control of all channels under the line and line,the excellent scientific research and product development ability and the good keeping with the government.The superiority of the relationship and the promotion of competitive ability.(5)through the research on the marketing strategy matching of SHJH e-commerce channels,we can conclude that SHJH should strengthen the digital marketing,increase the online investment,improve the fine operation level,do well in the management of nodes,pay attention to the consumer experience,improve the ability of large data mining,and cooperate with the external service providers of the industry one stream to realize the sale.Increase the amount and reach the same competitive position under the line.In the middle period,the salary structure should be adjusted to attract high quality personnel;to strengthen the understanding of the scientific research department to the line and to carry on the products on the ground better;to find the alignment on the line,to develop the dominant brand,and to create an efficient "e-commerce" environment.For a long time,according to the change of consumption demand,young people are more accepted by Chinese traditionalculture,so as to adhere to the "quintessence" of the brand level,lead the upgrading of national goods consumption,improve the management level of the leadership,embrace the Internet in an all-round way,and continue to explore the road of "new retail".(6)based on the previous analysis and marketing theory practice,the marketing strategy of SHJH e-commerce channel is formulated,including brand strategy,product strategy,price strategy,distribution channel strategy and communication strategy five strategies.Brand strategy includes multi brand strategy,differentiated brand strategy and new brand strategy.Product strategy includes star exploding strategy,exclusive product strategy and single product suit strategy.Price strategy includes unified price strategy,activity price strategy,exclusive supply price strategy and single product pricing strategy.The strategy of distribution channel includes B2 C channel strategy,B2B2 C channel strategy and O2 O marketing strategy.The communication strategy includes the star endorsement strategy,the digital marketing cooperation,the festival sports,the entertainment marketing,the multi screen interactive strategy,the net red product strategy and the word-of-mouth public opinion management strategy.(7)the marketing strategy optimization of SHJH e-commerce channel is mainly embodied in four aspects: the selection of electronic commerce channels,the integration and innovation of electronic commerce channels,the strategic cooperation relationship with the mainstream platform and the optimization of the Herborist line stores and the exploration of the new retail model.(8)the main guarantee measures for the marketing strategy optimization of SHJH e-commerce channels are to strengthen team building and optimize the allocation of resources.The strengthening of team building mainly from building a good atmosphere of educating people and employing people,maintaining the stability of the electronic business team,strengthening training,training professional talents and improving the salary system,and improving the salary system.The three aspects of performance management are started.Optimize the allocation of resources mainly from the internal process to improve the efficiency of e-commerce decision-making;the establishment of e-commerce supply chain departments,response to the needs of e-commerce;adjust the company's internal budget structure,focus on the e-commerce and new media and promote the high-level embrace of the Internet four aspects.This paper from the perspective of marketing management,to study SHJH e-commerce channel marketing strategy is the marketing,management,economics and communication interdisciplinary research combining;through SHJH e-commerce channel marketing research,SWOT analysis,developed under the environment of VUCA e-commerce channel marketing strategy,forward-looking some pioneering research on brand and e-commerce channels;marketing strategy SHJH ten different segments--e-commerce channel operation practice provides theoretical guidance and practical reference for the transformation of traditional enterprise internet.