Decisive Power Supplier

We feel that traditional companies are either actively involved in online sales or abandoned by the market. If we do not prepare now, we dare not say three years later, five years later or 10 years later, but two years after how your business survival and development, which may be a problem planning/implementation of the new leader of the editorial board of the club secretariat when the recent group buying Network "thousand Regiment War" by the media stir chattering, People seem to have a feeling that everyone seems to be able to engage in e-commerce.　　This on the one hand illustrates the popularity of E-commerce, some people also think that the other side of its mixed, but, at least one thing is certain, that is, the market is increasingly believe in E-commerce new models. "We feel that traditional companies are either actively involved in online sales or abandoned by the market," he said. If we do not prepare now, we dare not say three years later, five years later or 10 years later, but two years later how your business survival and development, this may be a problem. Hu Chen, director of E-commerce at Belle Footwear, said in an interview. In fact, do not need more proof, just look at the current largest E-commerce platform Taobao sales of the calendar year changes, is the best proof: Taobao 2008 turnover of nearly 100 billion yuan, 2009 more than 200 billion yuan, it is said that 2010, this number will become 400 billion yuan, just doubled every year.　　This number occupies the domestic network shopping market 80%, to 2009 years of Gome 42.7 billion yuan turnover for comparison, Taobao's turnover is almost 5 times times this chain of retail giant. This is what kind of growth rate, with "burst" or "rocket" speed to describe the rapid rise of the industry is not too. Take the current to do the wind of all the goods, for example, a short span of three years, this year's sales are expected to reach 2 billion.　　The pace of growth has been unthinkable in traditional business thinking in the past, but the Internet has made it possible. The combination of commerce and the Internet has achieved the concept of e-commerce. Electronic commerce also in the actual development, confirms that it has the continuous growth potential and the innovation growth pattern. For traditional enterprises, E-commerce has been their disdain for the younger generation, however, when PPG detonated this explosive point, the traditional enterprises began to look askance at E-commerce, which is mixed with "envy envy hate", and now, when e-commerce in people's minds formed an irreversible determination of thinking,　　All enterprises, including traditional enterprises, have to rethink their strategic planning and have to set aside enough space for the future development of E-commerce in the enterprise. However, e-commerce in the lower threshold of entrepreneurship, while providing more people with equal opportunities, but not everyone can do well. Because the essence of it is business first, the Internet provides the tools and the environment. Since it is business to follow the Basic Law of commerce, so we have seen the common phenomenon: electric business enterprises countless, but very little money. The reason is very simple, electronic commerce isWinner-Take-all world. So, how can we let enterprises in the operation of E-commerce, the performance of the implementation, can truly on the Internet to achieve business value? This requires landing measures. It is based on this, "contemporary manager" magazine and the new leader of the club, in order to E-commerce enterprises, through the occasional industry theme salon, in-depth and detailed discussion of E-commerce business operations, so that e-commerce experts and entrepreneurs in-depth exchange of experience or lessons.　　The main theme of this industry salon is "How to improve traffic", "How to convert traffic into sales", "How to balance the line under the channel."　　The following is the highlight of this salon discussion sharing. How to convert traffic into sales "contemporary managers": For all E-commerce Enterprises, the first is to have traffic. So how do you improve traffic?　　How can we convert as many traffic as possible into sales? Ye Qiaoping: The Internet has made a lot of people. From the writer of this industry, the achievement of a group of writers like Han, is now very famous on the Internet. If there is no internet there may be no Han Han. However, some people did not enter the field, such as the most famous Yu Qiuyu, he can not even use the computer, is not it? But does not affect him is a very famous, very successful writer, I think the enterprise is the same. We want to do e-commerce first to see if it is necessary? Is it a transformation or a channel? Or as a tool? The second question is: why can't traffic be converted into orders? This is a problem for the target customer.　　Target in what media attention, as long as you in the corresponding media on the launch, there will be customers. Shing: I think the first step is to intervene in the Internet, which is certain. Any enterprise to E-commerce will have its own unique point of integration. For example, to provide services to E-commerce, Web site development, website design, including marketing services, and so on, I think is a kind of intervention, but with their own enterprise characteristics. I think this is not a way to think about this thing, I do not have to do their own site, I do distribution.　　You put a lot of energy into it, you put in lots of time, it's a bunch of people, I think it's better to do something good. I have a friend who makes food and is a very traditional company. He relied on the four-strong supply of Jing Dong, the preeminent, the red, the young, the company that was founded last August and the sales of his supply department to nearly 6 million last month, which is terrifying, and this is growing faster than any of us. So I think I might as well stop and think, is it more suitable to be a supplier?　　Or are you just going to be a salesman? In addition to talk about the conversion rate of the problem, in fact, I think it really is not said to do it can be done, too difficult. I started in 05, and started to advertise, the advertising fees from my side now count down almost three billion. To the end of the formation of a set of all marketing ideasEverything is discarded, completely with the data to speak (evaluation of the delivery of various media effects), first from the method to change. Another key issue is that the conversion rate problem is not a single media issue, it involves a much more specific factor. For example, we may be 10 times times less likely to have a conversion rate on the same type of media. The same media, the same advertising position, may today be 50 clicks out an order, tomorrow will become 500 clicks out an order, which has a lot of elements.　　For example: your product material, material creativity, website planning How to do, the store atmosphere do how, and so on factors. Chenhaimai: I think there are two sentences that can be summed up whether the enterprise has entered the electronic commerce collar or the Internet tool. The first sentence is how to pay attention to not too much, the second sentence how to pay attention to not putting the cart before the horse. For a simple internet company to start a business, I think the odds are too small, because the Internet is a winner-take-all industry.　　So for most enterprises, the enterprise should be a three-dimensional company, the effect of the Internet should be for you to generate increments. The second problem is the conversion of click Rate, in fact, this is a marketing comprehensive ability embodiment. Network media in fact in principle and traditional media is the same, traditional media I experienced more, you judge the effect should be good media and you can judge the effect may not be good, sometimes the actual rendering effect is very different.　　Of course, this is also related to corporate advertising demands. It's not wrong to talk by numbers, but there's a logic behind the numbers, and the logic is the marketing sense. I still believe this is important to the feeling of sales to consumers. Because E-commerce Business contacts a lot of, are using numbers to speak, the back is full of numbers, the results of analysis and then modified. But I think it's more important to be able to sell. Because there is a preliminary quantitative basis, so that your perception of consumers may be more than this simple quantitative results, according to the number of consumers to analyze why this?　　Or why not? Li: About the flow and order of the problem, I actually summed up is two: the first is your traffic is not effective traffic? The so-called effective traffic means that this traffic represents the real target customers? As for who is your target customer? First you have to analyze, you will have a hypothesis, after you want to verify that you are right. Finally the right to enlarge, the wrong will stop. The idea is that you have to fight for effective traffic, and you have to let people who want to buy your product come to you.　　The flow is valid, which guarantees the base of your conversion rate. Your site's customer conversion capabilities, you need to see the site of your website atmosphere has done enough? You are not really can form a marketing atmosphere, so that people here in your desire to buy, can arouse his desire to buy. The so-called E-commerce is still business in nature, or in the sale of things, can be the traditional business means, marketing tools, the use of your network platform. Many e-commerce companies, especially some technical geniuses, graduated from college, and spent a few months mostlyDie. And why?　　His software is very good, but he has no marketing skills, do not know how to grasp the customer. Is your marketing ability reflected on your website? To increase the flow, but also to improve the conversion rate, we must take effective technical means. For example, when communicating with customers, the Internet provides a multi-directional interactive means of communication, when the customer enters the site, he may look at the message, there are some pictures, there are some information, the site is not able to give him a description of a brand preferences, or other people have bought what products, interactive things.　　Therefore, it is necessary to apply these technical means reasonably to achieve the marketing goals. How to balance the line online channel "Contemporary Managers": a lot of traditional enterprises in the field of E-commerce, will encounter the line under the channel how to balance the problem.　　For example: Previously accumulated a lot of database resources from the traditional channels, once you start to do e-commerce, these resources are not all to be converted to online for two times development? 杨峰: We are now encountering a lot of confusion, especially in Taobao, there are nearly thousands of Taobao shop in the sale of our products, which seriously disrupted our own online and offline dealer channels. In dealing with this problem, we can think of almost all the methods used, including to Taobao send letters and so on. We have also taken some measures, such as price, each product to implement a pricing, and then to the agent also signed a contract, the agreement that such goods can only be physical sales, can not be sold online.　　We have done before the division of products, some products come out directly as Taobao, coding, adjust prices, but this may also appear mutual disturbance. Shing: This is a very big problem for traditional distribution. They generally encounter two problems: the first question is how to solve the relationship between online sales and some franchisee interests.　　Sometimes the price of online sales, including the price of suppliers and agents, there may be some conflict. The second problem is that many enterprises have accumulated a lot of customer resources, is all go to the line or how to do?　　The problem is also a challenge. If familiar with Taobao people know, Li Ning now Taobao on the distribution is the traditional clothing brand almost the best. Now Mattel has more than his trend. Their distribution on Taobao has actually gone through a process. From the beginning of the boycott, and then through Taobao to close the sale of Li Ning products Taobao shop, until later began to organize the official coordination, into the so-called "gray generation" of the original network into its regular agent, and then they carry out a unified standard management. They will take a few steps, starting with the product, which will specifically show that a particular product is a network-specific sale. The second is a point of time, such as a product first in the ground shop to sell, and then the products are not sold all recycled back, and then in the online platform for sale. There are other ways, such as making changes to the name of the product, distinguishing between the name of the product sold on the ground store and the name of the product sold online, but the product may be the same. It's a home appliance.What manufacturers generally do.　　They are the first to different markets, and even to the same province in different regions, the exact same thing on the numbering, is to solve some of the conflict between the channels. That as our enterprise, why did not encounter such a similar problem, because we from the beginning of the pattern design is a few channels to do together, both the ground and the Internet, rather than do a certain after the first to do a certain channel. So the solution is naturally a good start. The easiest way to do this is to start with the same price, which is the 1th. If the same goods are different prices, this is a particularly big injury to the old customers. You can't let him spend 80 dollars on the internet, to sell 150 dollars to the ground store. So consumer trust in the brand will be greatly reduced. Secondly, we have different products for different channels. It's true that there are some things that are particularly cheap to sell only online, and there are some things that are particularly expensive to sell only in stores. Because we have done some tests: we found that in the ground shop to the price of 20 yuan or 30 yuan, for the sales have no effect. But on the Internet to mention 20 yuan or 30 yuan on the impact of sales is very large, there may be one-fold difference. So from the beginning of the product, different channels of the need to figure out how to do this differentiation. And the difference is not just in price, but in the style of the product.　　Perhaps for the ground shop, the product may be a higher proportion of the mature style, then the Internet on the younger products will be more, this is the difference in the crowd caused by the product strategy is different. In addition, it is important that enterprises do not fantasize about changing the customer's shopping habits. Network is a set of systems, the ground shop is a set of systems. We find it very difficult to get used to shopping in shopping malls. On the contrary, accustomed to online shopping, he even know that there is no place to see the ground shop, so these two groups, since this is the case, we do not challenge the user's consumption habits, but that we do as much as possible two things: the first thing is where you are accustomed to buy? What kind of consumption habits are you accustomed to? I meet you. The second thing is for strategic reasons, we will do some long-term work, to slowly cultivate you. I don't challenge you, but I will train you.　　We will also send an EDM to users of the ground store, and we will also tell him what promotions are available on the site, and you would like to have a look at it. Chenhaimai: Personally, I think there are two kinds of situations directly to consumer members: one is the transaction structure is very simple business, should be done as far as possible by the network. For example, Hotel reservation. Take seven days Hotel For example, this is the most successful place, it is the most willing to convert all of your booking behavior to online trading, because this can save its huge customer service center cost, so it constantly guide you, add points, give you more concessions, and constantly guide you to book a room from the Internet. The second scenario is a business model with more complex trading processes. Thiscircumstances, converting the business into an online transaction will certainly reduce the turnover. There is another one is Shingang to respect the customer's user habits, so online and the ground or to separate.