10 questions for the traditional enterprise

July a hot morning, I am on the QQ on a number of electrical business group diving See you guys spit groove gossip Black Company scold the boss to see the joy, all day long talking about the work of Eric Electric Company group Sunny students sent a large lump of text, a look is summed up the traditional business E-commerce eight problems, summed up a pretty representative, With a little meaning, I added two more questions and asked myself to answer them. These problems have no standard answer, after all, the basic conditions and objectives of different companies, opinion for reference only.

1 E-commerce market: do stock transfer, or do incremental?

Normal enterprise Of course is to do incremental market, do stock transfer enterprise only three kinds: Offline sales service cost is too high;

The twilight industry and the poor run were cornered, the first type, such as some brands to cover less than three or four cities and below, can only be reached through multi-level distributors and not even dealers, and local consumers have to brand recognition of the purchase demand, or enterprises in the local sales service costs too high to support the contraction adjustment, The Internet is the best way to extend the sales service; the second is that the industry's profit has been weak enough to support offline costs or the entire commodity media changes, such as books and audio-visual software, consumer demand has not diminished, but with the industrial transformation of the impact of physical media has been unable to meet consumers and profits difficult to support the manufacturing and circulation costs, Medium digital channel shortening, digital store; principally player; the third is some of the history of a certain scale but because of their own mismanagement or external competition and other reasons unable to continue to support the small and medium-sized brands and retailers, end the physical transfer line, can not continue to develop a bad say, But at least it reduces stress.

2 The purpose of building the Internet is to open up a second channel, or what?

The purpose of the traditional enterprises to enter E-commerce is divided into two types: expansion channels or investment layout.

The former positions the line as a new channel, relatively small, conflict, enterprises in order to balance often require online compromise, the line does not have sufficient autonomy and flexibility, the mouse attached to the cement, online is the complement of the line, to a large extent, hindered the development of the line, For example, many Taobao mall on the official store but dealers franchise stores, of course, the effect of return on income is only a channel of income.

The latter positioned the line as a nascent market, relative investment is much larger, the enterprise on the line business has higher expectations or strategic objectives, BUPOBRI, in order to avoid conflict constraints hinder the development of the line, completely independent, independent budget independent independent inventory pricing strategy, independent of the company's existing system constraints, thoroughly divided the kitchen to eat, Wal-Mart, for example, is independent of the Wal-Mart system in order to catch up with AMZN, a company that operates entirely independently and shares commercial resources with Wal-Mart when necessary. COM Company's rules to run, take off the burden of light, open up the market needs of investment and time is far higher than the channel, but the return on the market after the occupation of income is far greater than the channel.

3 Is there a lover planning line on the target of x percent? How much budget is expected to be invested? How long do you expect to recycle?

First of all to have reasonable expectations, in accordance with the United States and South Korea and other online purchase of mature countries, e-commerce do a good traditional enterprise online part can account for the overall 5%-10%, of course, this is also related to the size of large enterprises on the main line of the proportion is very low, but the absolute value is very high, such as Wal-Mart online part of the total less than 1%, Sales of more than 3.4 billion U.S. dollars, in the U.S. online retail TOP500 ranked 6th.

The second is the explicit anticipation, the current situation, the time, the input, the decision to invest according to the current situation and the expected gap and the expected time. Usually a retail business in a certain scale and achieve a profit of at least five years, this is based on the enterprise has good resources to reduce the cost of trial and error to minimize the premise.

4 brand + commodity: In the end, the price line, or take the brand route? Is it a physical product or a new product?

If the brand can take brand route, to ensure the unity of best-selling commodity prices, in the promotion of a fuss, at the same time unsalable sales of goods over the season, because the brand itself with brand influence and loyal user group; If the retailer is the price route, the retailer's existence itself is PK price, Just on the line because the information flow symmetry cost low, price war is more intense, this is the mechanism of the business model, to adapt to this mechanism rather than the mechanism to adapt to you, how to maintain the price advantage does not reduce the quality of goods and services at the same time to reduce costs to obtain reasonable profits is what enterprises should want to do, Instead of just taking out 800 reasons to reject low prices, this is not competitive performance. In the choice of commodity structure, and entities like the main mainstream goods, online customization and entities do not have a long tail of goods supplemented, after all, most of the category of consumers or commodity awareness-oriented, online consumer demand and online consumers are no different, special and long tail goods to meet a part of the demand, But mainstream demand still needs mainstream goods to satisfy. Some brands try to create a network brand to solve the conflict problem, but the difficulty of building a network brand is not less than conflict.

5 Warehouse + Warehousing: Is the use of existing systems + warehouses, or independent of the exclusive distributor of the warehouse and process?

In the system aspect, must do the independent system and the process, the traditional enterprise's system and the flow is not suitable for the electronic commerce, traditional enterprises are the whole or into the entire 0 out to the shelves, performance characteristics for a large number of small batches, and E-commerce is the whole of 0 out to the customers all over the country hand, into and out and mixed, performance characteristics of small batches of many batches. It is not possible to retrofit existing systems and processes, but to establish systems and processes that are suitable for electrical business and to connect with existing systems.

Initial warehouses can be shared, if the inventory can be opened, and the warehouse will help lock the line of inventory, otherwise, or in the warehouse to set aside an area as a line of warehouses and inventory. Wait until a certain scale, such as thousands of orders per day, you need to be based on business needs and growth of independent warehouse hardware and software and the corresponding process adjustment.

6 Channel: is direct marketing, or distribution? Is the goods everywhere not to sell? Or do you sell good goods in a good place?

For traditional brands, online channels, not too much mind where the goods are bought, as long as the sale of his goods can be, at most a proportion of problems, so direct sales and distribution will be done to the independent web site as the center of the entire network of radiation, both to establish their own independent business, will also be in the third party platform open shop and to the suppliers, will be unified in the unification of commodity prices on the basis of the principle of unified promotion for different channels to face different levels of different needs of customers to provide the right amount of different prices of differentiated goods and promotions, what the brand needs is the unified output scheme of the whole network solution and the rule standard of multi-channel sales Order Processing.

And the traditional retailer's own value lies in the mastery of terminal customers, the center of gravity must be their own independent, other sites in addition to sales, there is no value significance. Even in the third party platform and distribution supply is also the initial run volume to increase sales to help independent consumers share the sales pressure, in the long-term strategy is to deal with the export of unsalable inventory, and the good goods are naturally on their own independent business to sell to attract customers to increase sales.

7 Marketing: Take the portal hard advertising, or go PR hype, SNS Route? How do I guarantee ROI?

The online section for standardized goods, sem/cps/Web site navigation is a regular axes, non-standard goods or need to rely on portal/vertical network media and community/client, such as large traffic site advertising, if the brand should be in line with the ads at the same time vigorously pr. In addition Weibo and SNS are also good marketing tools, the United States 76% Above the business of microblogging and SNS marketing. The bottom section can use the company has accumulated stores, media, brand, user resources. ROI involves a lot of factors, different categories of commodity ROI, the more standardized the higher the ROI, the greater the size of the site, the longer the visibility of the higher the greater the ROI, in short, ROI is a continuous optimization process, Now the most famous of the several companies are also from hundreds of dollars an order all the way over, still can guarantee a new guest to get cost and margin to draw a flat only, do not expect the first time new guest to make money, in my opinion the way that guarantees the ROI in addition to continuously reduce the new guest to obtain the cost more should do is reduces the customer churn rate, stimulates the duplicate purchase rate.

8 Outsourcing or self-built? What should be outsourced? How to ensure the rapid operation of business under the premise of effective outsourcing?

In order to ensure the rapid operation of the business, but also the use of partial outsourcing. For example, the business enterprise's IT department is usually weak, or there is no IT department, whether or not to make contact with E-commerce business flows do not understand the requirements and to maintain the existing business IT department development or build IT team development (even many traditional enterprise E-commerce is to the IT department), regardless of the time ; cost; efficiency; results are necessarily unsatisfactory, and maintenance of updates is costly. And the market already has the standard function complete the basic flow smooth compatibility high commercial solution, IBM WCS, new egg oversea;shopex and so on, high school low end full coverage. The right way for most businesses is to quickly start a business with a third-party system, with a gradual transition to more powerful systems or self-built as business requirements escalate. In addition to the system, distribution is also outsourced, not to reach the scale of the single before not to consider the construction of the distribution, and the vast majority of e-commerce to this scale does not need to build. Customer service Outsourcing Depending on the type of enterprise, usually commodity similar to a single number of small profits and strong grasp of the commodity brand enterprises can choose customer Service outsourcing, retail enterprises a wide range of goods flow complex and weak profit, more suitable for the self-built. Warehouse and marketing is not suitable for outsourcing, warehouse outsourcing is bound to increase the volume of stock, since the cost of building a lease is not higher than the outsourcing, and marketing implementation can be outsourced, but marketing programs;

9 How to build a team, what kind of team, with the existing people or the Internet?

At present, the domestic traditional enterprises to do e-commerce in the formation of the team is easy to make two errors: or use their own completely do not understand the army of E-commerce, the result is naturally a joke; the so-called big company executives and the whole day will write a blog to write plausible nonsense but even a dime a bag of toilet paper did not sell the dog p expert, It turned out that the family was defeated by the black sheep. With my friend Li Shubin classmate said, traditional enterprises want to do e-commerce to use the Internet way to do traditional business, and the reason for failure is because of the traditional way to do the Internet, the traditional enterprise people or in the traditional enterprises to do too long to form a path dependence, Or even though you can accept new things and new models, but the qualifications are still shallow in the enterprise has no right to speak. E-commerce needs to understand both the Internet and business sense can integrate the two effective Cross-border talent, the team should be the perfect combination of mouse + cement, both the need for successful experience of the Internet people to help enterprises to develop strategies to build a team and day-to-day operations, Also need to be familiar with the internal structure and commodity management and have a certain voice of the people to be responsible for communication, seek enterprise support, coordinate the integration of resources, the so-called Internet mode + traditional enterprise power.

10 What are the requirements when you cut in?

E-commerce, only fast and not broken. Start the sooner the cost and risk is lower, the first advantage is more obvious, the United States and South Korea and other countries of the traditional enterprises are almost ten years ago into E-commerce, in order to achieve today's results. In the online shopping market more and more, industrial chain development more and more mature at the same time, enter the threshold (cost, investment and competition intensity) rising speed is geometric level of rise, do the later, the higher the cost, the more intense competition, the smaller the chance, the higher the risk. and enter after also want to increase the speed development, the advantage of the electronic commerce in the scale economy can fully reflect, the Internet economy is always first fast fish eat small fish after fish game. And that's why now the leader of the Business-to-consumer regardless of the cost of horse-rodeo reasons, in fact, it is not difficult to make a profit, cut off the market costs, many points of freight, a little increase in price, do not carry out it and logistics of the big investment, any can immediately loss to profit, but this will inevitably affect the growth rate. Now there is a lot of doubt that the money is not profitable, just like a sickle-cut wheat farmers think that people borrow money to buy a harvester to cut wheat is prodigal ridiculous behavior.

Strong enough information base and business Foundation is the necessary condition to enter the electronic commerce. E-commerce is based on the electronic part of the IT level, and most of the traditional enterprises in China's it level is low, or even a large number of traditional enterprises have not achieved a single product management and real-time inventory, not to mention what the supply chain. And not strong enough business base, not only can not provide a competitive advantage for E-commerce, nor is it enough to support the continuous determination and investment, after all, E-commerce has never been short-term return to make fast money, but long-term commitment to reach the outbreak point after no to block. Strong enterprise strength is the guarantee of the success of E-commerce, those so-called no strength online lucky success story is not no, just and 5 million of the probability of similar.

Recently many traditional business friends add me im or email me to pay attention to my article, next month Paidai annual meeting the next day special has a traditional enterprise, the topic is also I and old Xing, bone elder brother and so on several people thought together, then 800 electric Shangjingfiu sheng theory, each successive Paidai annual meeting under all like dozen chicken blood like active, A friend who asks for the truth is better known than to meet.

PS:

1.       this month to focus on the site: the Amazon, strawberry Pie and Zoe Jewelry flagship store, after the remarkable revision finally and Amazon Global Unified image, next year to do 6 billion, 3 C has surpassed the book to become the first major category, AMAZON Q2 earnings are very beautiful, sales and net profit growth of more than 40% per cent year-on-year, Zhi in owt AMZN began the world Bouvoux; Strawberry pie is one of the electric quotient of four less Jie daily jealousy entrepreneurial cosmetics, Jealous this guy has a very angry personality, but it's a rare operational genius. After from Taobao to cool again to Amoy experience, products and users unparalleled, cosmetics online market is not only the Red Sea is also blue sea, Red Sea in fakes fake imports of genuine Maori meager; blue ocean in China has not on the scale of cosmetics, Look at Strawberry pie and nalashop who first become China's Drugstore;zoe jewelry flagship store is my best brother Shrimp store, we have many onlookers collection, to buy jewelry for girls to favor the first choice for girls, small shops, strictly prohibit the purchase of invoices and other bad behavior ~ ~

2. Recommended book this month: "The Great Qin Empire", "The Spectator", "who said elephants can not dance", "Japan's Greatest Company", "Why is the terminal out of stock" and. The first book is a historical novel, the ancient Warring States reform and the current enterprise change management, all related to organizational structure and corporate culture changes (abolition of clan abolition of hereditary rectification customs); Process optimization reengineering (development of new farming methods and processes, establishment of relevant official management functions); Set up a fair and reasonable and transparent personnel promotion system and build talent reserves (eclectic); Define the department and job description (implement county and Development Account), identify KPI (reward production exploit), establish SOP (unified weights and measures), increase productivity and production efficiency (privatization of land encourages agriculture and commerce) Reduce internal friction and reduce costs (abolition of aristocracy), improve product and service level (strengthen industrial and military construction), the ultimate goal is to improve the core competitiveness (army hegemony); The second book is a memoir of Drucker's view of social phenomena, His values and management thought formed at that time the great agitation of the world and society, enough to give enlightenment; the third book is the autobiography of IBM Star CEO Gerstner, who knows that Gerstner was formerly the CEO of a biscuit factory, but didn't know he was initially a top consultant at McKinsey, Recently, I've had more dealings with IBM Management consultants, they are very professional; The fourth book is a "moving" book, the book introduced by the company are not large companies, but are adhering to the "Days of Love" business philosophy, the trend of successive years of growth, animal companies and excellent employers the difference is that the former do not respect, The latter is based on talent, the former's talents are constantly being lost to the latter, whose market competitiveness is far more than the former; the last one is a very rare domestic terminal retail goods management book, involving commodity display and supply chain management, is the following "beer and diapers" I have seen the best retail books.

3. Weibo is really scary: if there is no microblogging forwarding, Tang June education events will not be so widely concerned about the people and participation, media, Forum; Recently also caused a chain of events, and food in the micro-Bo provocative ark, Luo in order to scold and scold and vegetable head, ning the god of wealth out pull the opposite hand by Luo fat aggressive counterattack, revenge of Vengeance has complained, too happy. In addition, every time I on Weibo and Taobao Big Bear choking, always be Taobao all the counterattack, the media is obvious micro-blog violence.

4. Supply Chain: Saturday and Old Xing Gu Ken and other people in the West bay naked noodles to eat, the waiter came up three times to say that a dish is gone, and then there is a waiter to get a PDA asked us whether a dish is not on (before the waiter told out of stock), Three questions: 1. Equivalent to a customer order customer service repeatedly called to tell customers that the goods out of stock, the customer early cancellation of orders; 2. Sales forecasts and replenishment suggestions do not take into account the weekend orders soared, but also in accordance with the usual sales of stock, leading to our 8-course 3 out of order; 3. Front desk (PDA) and Backstage (kitchen) inventory is not in real time connection, PDA only recorded Orders, but do not display inventory, should use RFID real-time transmission order information and inventory data.

5. Advertisement: Ken Classmate said that a sexy underwear in the century Jia edge of the advertising, an order is also wood, and a woman's women's shoes to advertise a day hundreds of orders, very strange. I said nonsense, a sexy underwear customer group is female students and just graduated from the girl, good luck on the leftover woman ol money to buy Victoria's Secret, no money to buy love. Looked, that sexy underwear in Baidu also bought a love of the keyword, conversion rate is certainly not good. There is a well-known mother and child in the front of the ads on MSN Advertising, a look at the brain residue, asked the company's people, sure enough, jumped out of the rate of 90%, last week received their mail, the title is: "Do you dare to eat the mouse and monkey brain?" "I rub, you those big belly customers who dare to point to open such an e-mail, and then to scare the abortion." Good music to buy Li Shubin classmate said everyone's users point over the next time the ads will be sent to the site, HAO123 the user point over the advertisement next time or through the HAO123 over, this is too normal, everyone's users are learning ability to quickly self-help ability of young students and white-collar, HAO123 users, I don't want to think about HAO123 itself. In fact, the next adult supplies to the Kutoran should be in the electric donkey advertising, because there is the upper Fengjiao, such as the Empty Beast, MA Nuo cadres three generations of female literary workers ~ ~

6. Have AH will not become the Youdao of Baidu, I gave an idea: the transformation of shopping search, like Google in Baidu search to show the entrance of the goods to have AH product library, and then the shopping flow of accurate and efficient distribution to each of the customers, with Baidu ID through the user login, so that users have no barriers to shopping , using evaluation points to encourage users to create content on the AH, the user adhesion to the AH. In a few days Baidu really got up a product search, and Taobao got a website navigation station TAO123, Baidu Search vs Taobao Search, Baidu Alliance vs Taobao Alliance, HAO123 vs TAO123, Baidu Taobao all-round confrontation, "dog Day" Tencent eyeing. The world hero who rivals, Baidu Taobao, son when the baby penguin.

7. Another black buy: Why Amazon did not buy Groupon and buy Woot (AMZN is definitely not no money), it is a problem. Group purchase itself has its congenital defects, Groupon and the like are mostly buy services rather than goods, because the vast majority of the public goods do not have enough profit space to discount, and the small number of products can be selected and the audience is relatively small, That's why Woot and Oneaday's web sites are far from Groupon's reputation before Groupon.

8. Wang students have the wrong tires, if he was born in the United States is likely to become the internet upstart, a lot of tickets, decent seats, and beautiful little sister. Unfortunately, he was born in the Celestial Kingdom, a students by the youth of the country, who let our internet is fragmented, plagiarism, Rogue Rogue, vulgar. So Wang classmate's life is Shuxiang eunuch, the wind of the king of the loser phase, untimely also.

9. A Wal-Mart is close to 20% of China's total retail sales, the essence of which will eventually return to the distribution rather than the current commercial real estate, supply chain competition has already been upgraded.

10. For a long time, the Lord has been a great conspiracy. Now the current is the Warring States era, the world, another three years, is bound to launch the war against the country.

11. Wangfangxiang Teacher Envy The ipad, a day came to me to take a set of the Beijing-East bag of the ipad said her husband sent, in Beijing east to buy, I said that the ipad is not licensed, Beijing East, you are your husband black ...

12. Before the white aunt in every day by LU million black time performance is loaded corpse ignore, until she found lying also in the gun, began to increase the attack and accelerate the increase of the crazy to take a break to prevent the indiscriminate attack, we are a dangerous formidable.

13. Zombie Brother told me a word, deep thought: Tiger fell Pingyang was dog bullying, falling hair Phoenix as chicken, until Phoenix Maochangzi, Phoenix or Phoenix Chicken or chicken.

14. Overtime to eat the company ordered the cottage Yoshinoya beef rice, packaging Yoshinoya, the look is also very yoshinoya, is to eat up is not yoshinoya, but onions fried beef rice.

15. Entrepreneurial period so that employees can eat enough, the development period so that employees can eat well, mature so that employees can eat support, this is a good company.

16. This half month not 10 enterprises and headhunting let me help to find someone, really when the traffickers that ...

17. Our ued: Customer satisfaction is the user's expectations of products or services and the actual acceptance of products or services, the gap between the smaller, the higher the satisfaction. Expected？ Did you consider the user's expectations when designing the product?

18. Our SEO guy technology good, potential shares, small male, letter Jesus, handsome and unrestrained literary talent flying, character nb of glittering, is who can give ya hair a girl, ya already one months in the morning on MSN harassment I ...

19. Allied: Today New Island, New Island, every day new island, you also new island, I also new island everyone New Island, the next: Today visitors to the meeting tomorrow, you have asked me to ask everyone have to ask; Guangpi: New Island v5!

20. Have charisma, cohesion, willpower, insight, visionary leadership and vision, mission, courage, determination, determination of the gas field to lead the WAY.

21. The name of the device on the shelf, how can you shine? When the heart of the birth to do the WTO, the accession to the WTO is to grasp the present, the birth is to put down, live in the present, actively join the WTO, the mire more need to forge ahead, dare not to the end of the cage, we ' re What we Choose.

22. Finally show the signature of the NB in the dropdown:

Light electronics, heavy commerce. The Web side is the performance, the supply chain is the core.

The road to success: Low price-Word-of-mouth-brand-dependence-inertia.

Five major factors: price, service, inventory, speed, user experience on the web side.

Retail is always a prudent business, higher operational efficiency, lower operating costs.

In RMA reverse logistics, after-sale and customer service are business units, and other departments are service support departments.

"Mouse + Cement" and "Cement + mouse" is a big difference, to find out who is mainly supplemented by WHO, who service.

Management's "Skin Theory": management is always a little slower than business, and business development in turn drives management higher.

The size (model) determines the cost, the cost (efficiency) determines the net profit, the margin determines the price, and the price determines the scale.

In the past, China's E-commerce is an opportunist's paradise, the future should be the strength of the opportunity.

Management three elements: system, process, specification, node control, quantitative management, performance appraisal.

The marginal smile curve of economies of scale, physical growth and digital growth goes hand in hand.

Online retail is "good goods": "Sell": "Send": "Send Good".

Initial price, late service. There is no front for a heavy sabre. The remnant is king.

Four successful conditions of e-commerce: potential to; goods are good;

System is a process of the present, the system is not complex, people are complex.

Chinese Business-to-consumer is both a big pie and a big trap.

The future of electronic commerce is the contention of "entrance".

The competition is not the explosive, but the endurance.

The Consumer-to-consumer is the 28 rule, the Long tail theory.

Mkt is hunt, CRM is breed.

Strategy as the key, implementation-oriented.

There are countless fans to tell you this signature really NB Ah really correct ah, if you can do it AMZN ah, I will return four words: the unity of knowledge and line! Look at the next signature from the last look, always remember the strategy for the outline, implementation-oriented.