Indeed, discounts are an important and effective way to motivate buyers and building lasting relationships, in order to boost sales and marketing. DHgate.com platform have two discount and promotion sections, which are " Daily Deals" and "Just For You". These two sections provide different product and discount.
For “Just For You”, this section show the product that customer had searched for, the website collect the cookies and recommend the most recently or high rating and positive review product for you. Next section, "Daily Deals", this section offer 90% discount product. Most of the product are luxury goods, like branded watch, branded handbag, etc.
Apart from that, DHgate.com also provides discount and promotion through third party. For example, Retail Me Not and Groupon, which are the popular collections of coupon website.
Obstacle faced in this Course of Action
It is true when we go to shopping and when we see the
word discount and promotion we will get excited because discount means buyer
would be saving money on the products he or she intends to buy more. In
contrast, buyer may suspect that product is not quality or real branded due to
the cheap price after discount. Especially in the Daily Deal section, the
product is getting cheap of the 90% discount.
Show off customer reviews and footprints.
As an online visitor or buyer, we know that we not only consider a seller’s reputation but also the product reputation. Many people use "external conscience" when comparing products online. From the company chosen DHgate.com e-marketplace platform, we can see that the platform provide a space for previous buyer to write their review toward the seller, and transaction histories of the supplier has shown too. Customer tend to buy hot deal product, thus it encourage customer feedback and show off those customer footprints.
As an example, the customer might like the appearance of Product A more than Product B, but finds there are no comments for A but 78 positive reviews and transaction history for B. After considering his options he decides to add Product B to his cart. The customer is not willing to risk a product that may not have been bought by other people so he used ‘external conscience’. This product comparing behaviour is common. When the supplier is selling a quality product, they get positive review from buyers and thus the product sales will increase.
Obstacle faced in this Course of Action
The more the positive review, the higher the sales of
product. What if a good product does not have or have few review, rating or
transaction history? Buyers would not consider buying the product without
positive review, good rating, and transaction history. Thus, the sales of the
product may affected.
Advertising and Marketing outside of DHgate.com
The method of advertising to outside of DHgate.com is a direct way to lead people gets to know to this platform. Every year, the company will put a lot of effort in advertising to foreign media, it cooperate with Google, Yahoo and other websites and media.
Through Google, Yahoo and other major search engine, DHgate.com bought a lot of advertisements to bring visitors to its e-marketplace platform. For an example, the company using Google's search keyword. Adsense, target site to promote its platform. By Google search keyword, when a web user search related key word, the online advertisement like keyword banner shown together with the search result. Adsense, the company's display advertisement will put in a website, it also depend on the willingness of the website owner.
Obstacle faced in this Course of Action
Adsense not only used by
DHgate.com, the competitor Alibaba.com also using it to promote its platform.
When compare the popularity, Alibaba is more well-known by buyer. Thus, when the
adsense display related to the keyword china online wholesaler, there will be
resulted in two adsense of DHgate.com and Alibaba.com, buyers may choose to enter
Alibaba.com due to its famous and well-known worldwide.
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