How to do e-commerce in traditional industry (share)

Traditional industries have a high degree of dependence on channels, and the price control between channels is very strict. Most traditional industries rely on these to survive. The development of e-commerce has impacted the profit and living space of the channel quotient, and put forward new problems to the manufacturers. Ask the great God, in the present can not give up the control of the channel, how to better adapt to the development of e-commerce?

Price is almost irreconcilable contradiction between offline and online, with my experience in dealing with traditional enterprises, many traditional enterprises do not know what e-commerce is, they do the original intention of e-commerce is very simple----e-commerce is now very hot; e-commerce is the trend of the future; , but they do not know the e-commerce, so many traditional enterprises before entering the e-commerce, the goal is often unclear. This is directly reflected in their recruitment of e-commerce operators, often come up in our offline how to ask you how much performance on the line. In fact, out of the product and market, with the results of the line to measure the performance of the line is meaningless.

So, traditional enterprises do e-commerce, you have to ask yourself a few questions: Why do you want to do e-commerce? Is it to increase sales channels? or to improve brand influence? Or is it for the future business transformation layout? Or just to make money? Different purposes will cause you to build different electric business group teams. By knowing your purpose, you can estimate how much resources you need to invest and how you can invest in resources.

Clear your purpose, the enterprise needs to build an electric business group team, of course, there is a choice, is to outsource the e-commerce business. If it is a small-scale enterprise testing water, to find an operating company is also a good choice, but if you really want to do a good job of e-commerce, I think the formation of their own team is the right way. No matter the size of your e-commerce team, there are several functions that are always necessary: first promotion operation, second art design, third customer service, and other large-scale packaging, warehousing management, after-sales maintenance and other functions, in short according to your goal to develop a team structure.

Offline channels have a very sound system, if the hasty opening of online channels, it is likely to impact offline sales. In this case, I recommend three scenarios:

First, take the brand route, focus on brand promotion, rather than pay attention to the results of online sales. You can open a flagship store, no discount, no price, set the image of a genuine flagship store. At the same time, fewer operators, but the expansion of staff, the network more as a propaganda channel, and not just sales channels.

Second, the development of new products for online channels, as long as it can ensure that the line and offline products do not conflict on the line. This line of product prices by the e-commerce team to operate, can be discounted, can reduce prices, but will not impact on the offline channel.

Thirdly, the combination of online and offline, according to the actual situation of the offline channel, groping a line and line under the mode of combination, such as online orders, offline delivery, but the specific how to operate according to the product and market conditions and customer needs to formulate, must really be able to facilitate customer demand, but also to bring benefits to dealers.

Also pay attention to the problem:

1. Traditional Small Business family-style management, the boss hands, the young e-commerce leader lacks enough trust, the boss himself to the e-commerce smattering, but to the Department of the strong infusion of their will, the result is the e-Commerce Department in other departments as the eyes of the "Boss's toys."

2. All sorts of "masters" in the society are not systematic to instill all kinds of successful experiences to the boss, and the boss is also a touyi, causing his understanding of e-commerce to lose his direction and to pull the e-commerce business astray.

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How to do e-commerce in traditional industry (share)