[China Glass Network] There is a jingle in the marketing industry: third-rate companies sell products, second-tier companies sell services, and first-class companies sell brands.
This sentence is about the three realms of corporate marketing. I apply it to corporate websites, and the same applies: third-rate websites sell products, second-rate websites sell services, and first-class websites sell brands.
Third-rate enterprises sell products
First of all, the third-rate website sells products. Many companies build websites, the first thing that comes to mind is to display products. This is certainly true, but the website that only displays the products can only be said to meet the basic needs of the customers, and compared with the competitors, these products are almost indifferent and homogenized.
Most of China's current industries are in an era of vicious competition. In search engines, you can enter keywords for some products and find hundreds or even thousands of competitive companies. To stand out from the competition on these websites, just showing the products does not allow the customers to generate enough confidence to work with you.
Therefore, those websites that only provide products and company introductions on the website can be said to be relatively basic or even useless.
Second-rate website selling service
With the upgrade of the website, many companies provide online services on the website, such as online consultation, question and answer, online ordering, online warranty, etc. These services allow customers to communicate more deeply with the company and establish cooperation. Confidence. Websites that sell services are clearly more competitive than websites that only sell products.
But is it enough to sell the service alone? The content of these services can be imitated by competitors as well. Soon after, the website that sells the service will also fall into the competitive Red Sea. Moreover, for the target customers, even if the website provides the convenience of the service, if there is a lack of emotional communication, it cannot guarantee long-term cooperation and trust.
The website that sells the service needs further improvement if it wants to really get out of the Red Sea.
First-class website selling brands
What is a brand? Brand is the word of mouth of consumers. If a company wants to build a brand, it needs to undergo a long-term accumulation, and enhance and spread from the enterprise's culture, products, services, image, etc., in order to become a brand that consumers have a reputation for.
However, I said that “a top-notch website selling brand†does not mean that “the brand company’s website is first-classâ€. In China, I have seen many well-known brands, but there are third-rate websites that are inconsistent with their own popularity. It is related to the consciousness of Chinese business owners.
I mean "first-class website selling brand" means that the website is extended from the brand concept in terms of architecture, page, service and content. Every detail of the website is the embodiment of brand value and the relationship between the website and the customer. It is not only based on the display of products or services, but the bond with customers, which is a more interactive and stable relationship.
Coca-Cola has a famous saying that even if all the factories of Coca-Cola are burned tomorrow, Coca-Cola can still live very well. This is the power of the brand! When the website goes beyond the realm of selling products and selling services, it becomes a bridge between the company and the customers, and it can be regarded as a first-class website.
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