Analysis - How a B2C Site Builds Its Brand Image

GUANGZHOU, China, Aug. 29, 2012 /PRNewswire-Asia/ -- Nowadays, many B2C website operators find that lots of bottlenecks start to emerge when a website reaches a certain scale. The neglect to brand-building is where the bottlenecks start. It puts a stop to the continuous expansion of a website's scale, and kills the possibility of entering a bigger market. That is to say, if you neglect brand building, you will be in a lot of trouble. At the startup stage of your website, you might not have enough funds to build brand image, or even never think about that. You might say: "Branding is what traditional enterprises or big B2C websites need. There is no need for my website." But, if you take your website as a career, it is more than necessary to have a  solid brand sense, build brand image and do effective brand image promotions at launch stage of the website.

The first impression always counts. A good website must be able to impute its value and establish its good image from the first impression it makes, which means no detail is too small. If your website begins with cheap goods, it is going to leave an impression to customers that it just sells low-cost products with poor quality. You might try to rescue by improving quality and thus raise prices later on, but it will not work as your customers will not buy it. They will be inclined to have a reverse psychology instead – this site has no shame to raise prices regardless of cheap quality. This is typical survival only on sales volume without brand development. In fact, it is brand development that could survive longer. Yet, quite a long time is needed for a website to stack up and form a fixed style, price range, quality, after-sale service and other intangible assets.

Orientation, Style and Pricing

Regarding what to sell, the website operator should take the enterprise's product planning, market saturation, financial condition, sources of supply and many other factors into deliberation.

A website must form its own style and determine the age range of its targeted customers. Online marketing can never appeal to customers of both genders and all ages, just like the offline marketing of a traditional enterprise can not take the whole market pie. Moreover, pricing is of the same importance as quality. Relying on low pricing alone will make life extremely hard for your website, while overwhelmingly high prices would not keep customers either. You've got to consider tons of factors when determining prices. Generally, your website could thrive when listed prices are about twice of the purchase prices. Selling large volumes at lower prices might be OK, but you could never make it a long-term solution.

SooBest has been using wedding dresses, party dresses and charm jewelry as their main products since their website came online. Wedding dresses in different price ranges, with different styles, and of different materials are available at SooBest for the likings of different customers. Wedding party dresses and jewelry are sold as tie-in products of wedding dresses. In this way, when purchasing wedding dresses, customers could select dresses and jewelry for relatives and friends to their weddings.

Along with the continuous accumulation of users and the development of the main products, SooBest, based on the user data analysis, has expanded their product lines from the wedding dresses, wedding party dresses and jewelry to fashionable men's clothing, latest women's lines, sexy intimates, chic watches and more, and thus have enjoyed an expanding group of customers.

About the Sales Process

Good customer service during selling can greatly increase conversion rate and lift traffic value again. As a professional B2C website, SooBest knows the importance of customer service, and it trains their customer service staff via professional sales courses. Customer service is much more than simply online chat. That is why SooBest invests long hours of research on how to greet, how to inquire, how to answer, how to resolve problems, and how to care for customers, etc. Meanwhile, SooBest pays just as much importance to their after-sales services too.

About Brand Building

A company's brand is an intangible asset and concept naturally formed by the product quality, style, pricing, targeted customers, after-sales service and other aspects of an enterprise. In another word, a brand is what customers perceive from the services provided by the enterprise.

The brand concept of SooBest is to reflect its unique culture from details. Do differently, then customers can be easily reminded of a products' nature, style, pricing and other features. SooBest, with product quality well guaranteed, will adopt a long-term perspective and win with fine details.

SOURCE Soobest.com