"In some popular official online stores of mid-to-high-end brand enterprises, products marked with' e-commerce exclusive' or' e-commerce exclusive' are often sold. Merchants do this to treat consumer groups with different needs differently. " Song, a home appliance seller, said that the so-called "e-commerce exclusive" products, as the name implies, refer to products that can only be circulated on online trading platforms. Related companies launch such products mainly to meet the demand of more and more online shoppers who want to buy big brand products at low prices.
Take high-end brand household appliances as an example, the relevant manufacturers must put their orthodox products in physical stores. Because consumers shop in physical stores, they can experience the functions and quality of products on the spot. If consumers feel bad, it will naturally affect product sales and corporate brand image. Most consumers who choose to shop online hope to buy big brand products at lower prices. In order to ensure profits and increase sales, some manufacturers have introduced low-priced "exclusive" products with some materials and functions "shrinking" according to the demand characteristics of online shopping consumers without affecting the quality of their main products.
"High-end clothing brand enterprises have strict regulations on supply and marketing channels. Unless it is dealing with inventory, agents are not allowed to sell genuine products under this brand online. " Li Sufang, who runs a brand clothing store in our city, said that the price war of products on various e-commerce trading platforms has become fierce. Faced with this situation, some brand clothing enterprises reduce costs and launch various "e-commerce-only" products; Some enterprises also set up independent production lines for "e-commerce exclusive" products to avoid online goods flowing into offline sales.