Su Ning ten years Challenge trillion plan, how does traditional enterprise grasp e-commerce opportunity?

Recently, Suning proposed the next 10 years to challenge trillions of plans, retail sales reached 350 billion yuan, and e-commerce sales to reach 300 billion yuan.

More and more traditional enterprises join the army of E-commerce, the network is becoming the "standard" of all traditional enterprises, enterprises should be the traditional channel of electronic commerce as an opportunity to optimize, because it is not only a challenge, but also an opportunity. As long as the initiative is appropriate, traditional enterprises can develop faster and better by electronic commerce.

According to the China Electronic Commerce Research Center released data, 2010, China's e-commerce market turnover amounted to 4.5 trillion yuan, 2011 may exceed 6 trillion yuan. In addition, 160 million of Chinese people began to shop online, more active users in the network 18~35岁 between the higher education level. This group of people do not dare to despise any company. What's even more frightening is that your competitors are on the Internet.

So, how does the traditional enterprise grasp the electronic commerce opportunity? First, the first question, the traditional enterprises to engage in e-commerce, whether it is step or stones, different enterprises have a big gap.

There are probably so many ways: to the online Mall supply, authorized agents to open shop, in the third party platform to open a direct shop, since the construction of online shopping malls. For the traditional enterprises, the first set up an independent shop, because can not suddenly gather popularity, will be a fake. And the initial large-scale promotion, but also need to cost a lot of money. But in the long run, each mode is not an alternative relationship, but rather a model as the core (will eventually be its own web site), the other several channels are managed to form synergies.

The second question is what to sell. If positioned as a seller (i.e. product branding), then, the need to unify the prices of best-selling goods, in order to prevent the price conflicts of different channels, but can be based on a unified price for different channels to face different levels, different needs of the customer base to adopt different promotional means (excluding customization). If positioning is a store, then there is no choice, is to spell low prices, not to say, but you can consider the "low profit + high profit" commodity portfolio.

The third question, where to sell, direct or distribution, is actually the network channel system problems. For sellers, the brand is the core value, so do not care where the goods sold, it needs is the whole channel sales, that is, with its own mall as the center of the entire network of radiation channel mode. But for the network store, the own mall is the core value, other channels of significance is to share sales pressure, long-term strategy is only to deal with unsalable inventory exports.

Fourth question, how can I send it? How to solve the warehousing and logistics? Overall, needs to be tailored according to their own circumstances, the overall follow the step-by-step, followed by the principle of scale. Below 1000 single/day, the establishment of a suitable e-commerce supply, logistics and distribution systems, and docking with the existing system, make full use of the current warehouse, supply and other resources is the focus of the logistics outside the package to the professional logistics companies to achieve the way, there are proprietary stores, you can consider the use of physical stores for logistics and distribution, And through the deployment of IT systems to achieve these functions. In order to more than 10000 single/day, you can consider self-built logistics.

In particular, it is important to point out that the network sales in the process and the traditional sales model is very different, the original workflow, IT systems can hardly support the operation of the new model. For example, traditional sales are whole or whole into 0 out to the shelves, and is a large number of small batches, basically more stable, and network retail is the whole into the 0 of customers all over the country hand, into and out and miscellaneous, at the same time showing a large number of small batches, and the demand for faster response.