Guangzhou Electronic commerce is imperative, do not wait to die

E-commerce, which is closely related to our life, never lacks attention. Some people say that the 2012 electric business Industry "every day there are people to enter, but also someone sadly away from the field." According to the advisory statistics, 2 0 12 China's E-commerce market overall transaction size of 8 1 trillion yuan, increased 27.9%. Behind the growth rate, we have seen the cost and inefficiency of traditional retail models being broken, and the lack of innovative traditional retailers feeling "Alexander".

Pearl River Delta as a business city, has a long history of commerce and development as a commercial trade developed Guangzhou, the traditional enterprises engaged in e-commerce has a natural source of advantage. Reporter visited Guangzhou various categories of electric Commerce Association learned: Guangzhou currently has more than 60% of traditional SMEs in the development of E-commerce, the success rate of less than 20%, especially leather footwear category, few winners.

Guangdong Leather Goods Circulation Association a person to reporters bluntly: electronic commerce is imperative, do not die, do have a chance. In fact, many small and medium-sized enterprises in the PRD "net" in addition to advancing with the times, the early layout, more is a wait-and-see move, with the offline market because of the line is squeezed and shrinking, they are eager to rub off with the electronic commerce, a few confused, several major puzzles hindered its development

No shortage of customers, no profit

Fan Seng, the owner of a leather factory in Guangzhou, the company mainly engaged in men's bags, business covers o D M, the existing domestic many major customers. Own brand line under the shop to self and join the main way, the number of open shop is small. Since 2012, has been in Taobao, Cat, Beijing-east and other large-scale network shopping platform open shop operation, the general revenue.

Puzzle: Why do most traditional enterprises not make money by transforming electricity?

Interpretation: Shanghai million-engine Business Consulting Co., Ltd. C E o Ruzenwang that traditional retailers and proprietary brands to do E-commerce has a supply chain, brand and user groups and other natural advantages, rapid development, but the traditional business and electric business collaboration between the difficult, easy to face "hand in hand", the need for the leader to coordinate resources, Straighten out the relationship, but also to adjust too conservative decision-making mechanism, let line under the coordinated development.

At the same time, such enterprises can not be separated from the "diversification" and "fragmentation" of China's commodity circulation situation in the short term. For example: After the "Click to Order" button on the product page, there must be "how many people to browse", "What kind of group they are", "how to push them to click the Order button", "How to make them complete the purchase process most conveniently", "their satisfaction and loyalty to order fulfillment services" These traditional marketing propositions. These, however, are engaged in many years offline entity shop owners, in the inertia of the thinking dimension of the missing, when the entrepreneur can consider and successfully solve these practical problems, perhaps not far from the profit.

Novice on the road, tangled promotion

Kelly, a cosmetics business owner in Guangzhou, self-employed two cosmetics brands (invited a Hong Kong second-line star endorsement), product sales mainly to two or three-tier cities. Operating for many years, there is a certain number of physical stores. 2013 began to the direction of E-commerce development, the first shop to choose the day Cat. In the face of the cat open shop requirements 30,000-50,000, technical annual fee, technical deduction (back paragraph 4%), through-train promotion, if the choice of Diamond Booth, a year to invest hundreds of thousands of to 2 million and other marketing costs to be overwhelmed.

Puzzle: High marketing costs, how to spend money on the edge?

Interpretation: traditional Small and medium-sized enterprises do not have the hematopoietic function of E-commerce, even if they do a good business strategy planning, and investment in the days of the cat "." But what can not be overlooked is that since 2012, with the gradual disappearance of the shopping netizens ' dividend, the competition from "pull new" to the main to precipitate users, mainly to marketing to the depth of the user-oriented, so, in the normal marketing situation, a low rate of repeat purchase of the electricity dealers are facing difficulties. Guangzhou Yuexiu District Chamber of Commerce Secretary said that some of the traditional enterprises at present difficult from the real store management of the traditional concept of jumping out, operating entity stores can through advertising, open investment and other forms of opening channels, shop goods, but do not work as a power provider.

Cosmetics as heavily dependent on repeated purchase rates and Word-of-mouth categories, for the novice on the road, in the absence of brand awareness, the low click Rate, in addition to the Fund to do a part of the promotion, but also the use of some of the station outside the platform, such as the U.S. makeup quiz platform, social marketing platform, social power, can be used for forum questions and answers, The social circle of word-of-mouth sharing accumulated popularity, as a diversion of a window. With the flow does not necessarily have a conversion rate, how to convert traffic to a valid user? In the promotion of the way, commonly used to have Baidu know, Baidu entry, as well as the use of micro-bo, micro-letter power to open up traffic, these for a newly-transformed E-commerce SMEs, in the human and financial resources are limited, can also consider from the line to import traffic, after all, there are a number of physical stores, can organize member activities, with the help of members of the Word-of-mouth publicity.

Supply chain self-built or outsourced

Chan, a shoe owner in Guangzhou, operating its own brand, set of men and women shoe production, design and sales, the line has a physical shop, product good, has a certain brand, but the lack of online channels. The development of E-commerce one year, the feeling of expansion is not smooth, now want to adjust to only do production and design, online channel outsourcing third party is responsible for, but the money should be guaranteed, inventory can not be too high.

Puzzle: How to control the online order production and inventory back?

Interpretation: To open up channels, improve the internal information management level is a very long process. A researcher at a business school suggested that, according to the traditional business situation and business objectives, the selection of electric business outsourcing enterprises for the proprietary brand to develop E-commerce channel construction planning, including platform selection and phased sales target, inventory tracking and so on.

The entire e-business process involves front-end sales, large-volume order processing, supply chain capacity, distribution and allocation capabilities, these need a strong information system to support, just the development of e-commerce in the traditional enterprises have few electrical business system, and the electronic Business outsourcing enterprises can use their own development of the system program will be C R M, WM s and e R P and other systems to get through, the realization of e-commerce before and after the seamless docking, through the entire supply chain e-commerce.

Traditional enterprises to do electric power is imperative, some brands even if they do not develop the electricity quotient, dealers will be the goods online, or even because some of the season, discounted products, resulting in online prices lower than the line. When the site and all aspects of the process can be kept in sync, ordering, production, inventory, and so on in the system natural at a glance.

But admittedly, some traditional enterprises lack the determination to play the protracted business of electronic commerce, under the influence of the online market under the pressure of the choice of enterprise E-commerce channel expansion planning, lack of in-depth knowledge of the electrical business, in the cooperation of the two sides to give insufficient resources, and led to the cooperation with the electrical business outsourcing enterprises, A short period of time to see the effect of the termination of the contract, so in consideration of the outsourcing services, it is recommended to give priority to their own category has the ability to cooperate on behalf of operators.