Since the first industrial revolution in the 18th century, mankind has changed from the manual age to the industrial age. It has changed people's production and lifestyle, and human civilization has started a new chapter. In the 1950s s, to achieve modeling, American scientists introduced computers until Tim? Berneas-proposed by Li WWW, has gradually achieved remote connection between multiple computers, and people have since begun to enter the Internet era. People's consumption habits are changing rapidly.
As smart phones, social networks, and information technology have reached an unprecedented level, the number of people who shop online continues to increase. They compared product prices, quality, services, and logistics options, and shared their experiences and experiences of online shopping through online media. In order to maintain a good relationship with consumers, more and more enterprises have adjusted their business strategies and developed their e-commerce platforms to adapt to online shopping trends. Online shopping cannot completely replace physical stores in the future, but in the past five to ten years, there will be no doubt that the retail industry will be completely different from the present.
Currently, millions of people are still shopping in malls, but the number of online shopping is increasing. We can see o2o (online-to-Offline) the model e-commerce platform has become a trend in the future, but it is far from the stage of online replacement.
Transformation of traditional offline enterprise thinking models
After years of development, traditional enterprises have formed a set of so-called work standards and work processes, even if some leaders have already started or started to build online platforms, it may be a lot of pressure from our peers or from friends. A few days ago, I talked to my friends about this kind of thing. The new CEO of the group, encouraged by friends, wants to diversify the group industry, focusing on building online malls, at the same time, we also need to activate offline physical stores to achieve the so-called online and offline sales. what's even more confusing is that the Administrative Director is responsible for the overall project operation, probably because he does not understand the Internet, first, I asked to spend a sum of money to buy a set of systems. The result was not completed after secondary development, and I hired a so-called operation director to create a micro-store, after a few months, it disappeared again. Since then, no one has mentioned this.
Due to various factors, a large number of traditional enterprises must have experienced similar things. For websites with low investment, the CNNIC report shows that as of the first half of 2014, the number of Chinese websites was 2.73 million, it is nearly 15 percentage points lower than the December 2013 companies at the end of 3.2 million, or even 2012 fewer than the end of 0.21 million. At that time, many enterprise leaders were excited to establish their websites. after a certain period of use, they found that the benefits of the website were not great, and they had to pay a certain amount of maintenance and space fees, or the employee in charge left the company, simply closing it.
To improve the Internet level of Traditional Chinese enterprises, the most important and important thing is to adjust the management philosophy and management methods of enterprises and build a good Internet team. Do not follow suit blindly.
The Internet positioning of many traditional enterprises is not accurate yet
Before starting the Internet, traditional enterprises should ask themselves why I need to implement Internet connection, what can the Internet bring to us, and how much money I want to invest in the Internet. Internet publicity and promotion is a step-by-step process. First, build a suitable interaction platform to allow users to interact well with physical stores through this platform, which is the key; second, the user experience, whether the platform is in line with people's life and browsing habits, such as selling clothes, in addition to supporting image preview, can users enter some simple personal information, let the simulated model wear a dress. Third, be honest and trustworthy. The sales prices of products on the platform should not only be consistent with those of physical stores, but also be able to supply and ensure the supply and quality. In order to earn gimmicks, some platforms do not hesitate to make a price card, when you can pay, the system prompts that there are often no products, or the physical store does not have the product of this model, which will bring a sense of deception to users, no one will visit your website next time.
Therefore, it is recommended that traditional enterprises should choose their preferred positioning for the Internet, instead of making full use of it. Without saying how much investment is required, it is easy to cause inspecialization. Each function can be used, however, every function is not perfect, and even brings a bad experience to the customer. Focus on the fields that enterprises are good at, and consider other industries after making the industry more detailed and powerful.
Consumer group restrictions and consumption concepts require a deep exploration period
According to iusertracker data, the majority of online shopping groups in China are between the ages of and 35. On the one hand, this group is just the first generation of the Internet, most of the people in 1980s caught up with the development and maturity of China's e-commerce. The Internet has evolved from nothing to prosperity. They have personally experienced this era, making it easier for them to accept this method; I don't have to talk about it since 1990s. I may have grown up with my computer since I was a child. Although people in other age groups are slowly rising, their development is slow. Even if they participate in online shopping, they are only limited to purchasing cheap items. Large items and valuables still prefer physical stores.
In addition, top 10 online shopping groups in China are mainly concentrated in East China, central China, and South China, accounting for about seven of the nation's total, with only three of the top 10 in northeast China, northwest China, and Southwest China. According to the CNNIC report, of Internet users nationwide are concentrated in cities and towns. Although in recent years, with the increasing popularity of the Internet, the number of Internet users of farmers continues to increase, but many people are limited to the limit of low cultural knowledge, the first step is to select offline.
The cultivation of the online sales market requires a process from fewer to more, to more, or even all, not impossible. It can only be said in China, online/offline concurrency may last for a long period of time, or even a long time.
Limits on logistics level
At this stage, China's logistics level is not high. Many of the most well-developed regions in the north are only limited to district and county-level areas, and many rural packages cannot be delivered, even if China Post Office, it can only be restricted to the town level. users in rural areas may also need to pick up the items they have purchased from town-level units. Even if some parcels are delivered to the district and county level and transferred to the postal service, they can only pick up their own items. This situation can easily cause damage or even loss of goods. Even if you are not satisfied with the goods and need to return the goods, how to mail back the goods is also a big problem. Some self-built logistics platforms do not need to be mentioned. The greatest possibility is the district/county level. This strictly restricts the development of online shopping in China. Even if enterprises build a perfect platform, they will be trapped by restrictions on their own logistics or third-party logistics, and will certainly sell products in other places, especially in some rural areas.
In summary, online sales and traditional store sales will coexist for a long time at this stage or in the future, and we cannot discuss whether online sales will replace the store sales node. In other words, it is not better to integrate online and offline sales?
In the "Internet +" era, online and offline cannot be replaced.
