A lot of expert interviews Li: How to successfully operate the enterprise

Live time: September 29, 2010 20:00-22:00
Live Room: http://forum.yidaba.com/export/salon/salonid-159.html

Holder: Hello everyone, welcome to participate in this issue of the Network Marketing Forum, the 16th issue we are talking about is "sharing the Web site conversion rate doubled the secret", the theme of this issue is "how to successfully operate the small and medium enterprises", the current many enterprises under the line of sales channels will encounter online sales channel competition Traditional enterprises have entered the field of online shopping, but how to enter the face of a lot of problems, such as E-commerce talent, website operation, online promotion and how to solve the online channel under the conflict and so on.

Moderator: Below we invite today's keynote teacher, Li teacher. Li 2003 began to engage in the Internet industry, has served in the league (MAPABC) and other well-known it enterprises, the current blindly tea City (evtea.com) and love to buy tea (aimaicha.com) operations director. In the network marketing, E-commerce, website operation, marketing, sales and channel management has accumulated a wealth of actual combat experience, the direction of industry development, profit model has in-depth analysis and research. Below please Li, and everybody say hello.

Li: Hi, hello everyone, I'm li. Nice to meet you all!

Moderator: Although many traditional enterprises have launched E-commerce, but they do not understand the Internet, do not understand e-commerce. These "net" of the traditional enterprise how to operate E-commerce has become a large number of traditional enterprises into the internet a gap. Li is currently blindly tea city and love to buy tea operations director. So, what are the SME operators to do business?

Li: The small and medium-sized enterprises that want to enter the business of the enterprise should first solve the problem of talent, in fact, analyze their own enterprises are suitable to do. For example, processing and manufacturing enterprises can not, have their own products or brands, and the product line more rich enterprises into more suitable. Then the enterprise according to market research, budget investment funds, through practice to explore the differentiated operation mode.

Moderator: In fact, the operation of a website has a lot of work to do, operators not only to communicate with technical personnel website construction, and business personnel to exchange Web site business work, and so on, need to deal with different professional thinking. Li, you are now running E-commerce sites, so what do you feel the most in the operation process?

Li: The operation is in fact the coordination of the entire Electrical Corps team's core part, such as the daily coordination of technology, art, customer service, warehouse logistics and other departments. Work in the process of the deepest feeling is that the company must develop a simple process, operating norms of the management model, so that not only can shorten the communication between the department costs, while greatly improving the efficiency.

Moderator: "No thieves in the world" there is a classic line: "21st century what the most expensive talent!" What is the hottest thing in the Internet today? Online shopping! The huge network buys the market to need many qualified electronic commerce talented person, but makes the network business the headache is, despite the hundreds of thousands of yuan annual salary generous treatment, still very difficult to find the suitable talented person. Li, as an e-business practitioner, what kind of talent does E-commerce need?

Li: At present, many electric dealers are the traditional industry started, so the opportunity to communicate with the IT industry is relatively small. In the search for relevant e-commerce talent, generally through the recruitment network, headhunting companies and other channels, in fact, through the above way to obtain high-quality talent is not high.
The real e-commerce talent is to understand the "Internet + traditional industry", and have relevant practical experience of talent. Simple internet talent or traditional industry talent may not be suitable.

Moderator: "2010 (above) China's E-commerce market data Monitoring Report" shows that by the end of June 2010, China Mobile E-commerce physical transactions scale reached 1.3 billion yuan, the user size has reached 55.315 million, maintaining a rapid growth trend. On the one hand, E-commerce market booming, on the one hand, electronic businessman shortage of talent. Li do you think there are any problems with the current e-business talents?

Li: There are several problems in e-commerce talents, one is to train the actual combat-oriented e-commerce professional personnel institutions, many colleges and universities, although opened a professional e-commerce, but the higher education or stay in the books, most of the knowledge acquired in the school are theoretical things. Second, E-commerce has just arisen, although the current Internet talent is very much, but E-commerce needs to understand the traditional industries. Therefore mentions the website operation, the website promotion, the network marketing such talented person a lot, but the electronic commerce is not only does "on-line", understands "the offline" the It talented person very few. Third, a lot of pure traditional industry talents because it knowledge is scarce, want them all day to tinker with these things on the website, need a very long time learning process.

Moderator: The sudden high-profile rise of online shopping, the website also began to recruit new recruits to expand the team. Therefore, "talent" has become one of the core competitiveness of the current business-to-consumer. Li, how do you build a strong business team, based on the problems you have encountered during your years of operation and the actual experience you have accumulated?

Li: I communicate with the traditional industry bosses, often mentioned a word "professional talent to do professional things", many small and medium-sized enterprises can not spare time and energy to train one person by one. Therefore, in the process of setting up a business group, the enterprise prefers to raise the salary, it is better to find a person with relevant working experience directly. For example, online work is entrusted to IT personnel, offline work to the traditional industry personnel responsible. Of course, regular organizational learning and communication between departments is also essential. The whole team's negative person is the best to have many years of experience in the actual combat-oriented e-commerce talent.

Moderator: Li, see you used to work in the AU, the atlas is doing map data work, and now you are engaged in e-commerce work, the span is not small. Please talk about your transformation, you think as an E-commerce site operators should have what quality and ability?

Li: Although my previous work is to do map data (internet-based map applications), but I have been engaged in the internet industry since 03 (mainly network marketing), I have run more than 10 sites, in fact, I do not have a cross-sectoral or existing work transformation. As an e-commerce operator, the first to find their own interest in the field of industry, for example, I do clothing, cosmetics, digital electronic products have little interest. Next is must have the related resources accumulation, including the work experience, the network, the Fund. Before these conditions are not ripe, it is best not to choose a startup easily.

Moderator: At present, whether the business or Taobao, Pat Sellers, in how to choose the purchase channel, many in the initial stage of the shop owner can not find the main points. Li, for the purchase of E-commerce channels, to talk about your views on it.

Li: Sourcing accounts for more than 50% of the key success of the entire business-to-consumer. Why said the source for the shop operation is so important, because the source is the basic shop sales platform, your site again beautiful, high flow, but your products do not have the price, quality, brand advantages, it is difficult to gain competitive advantage in the market. Consumer-to-consumer small sellers suggest directly to find those strong source of supply wholesalers City, the use of consignment, on behalf of the form of delivery (they do not have to do inventory). Large Consumer-to-consumer sellers generally have their own factories and products, so the source can generally solve their own. The smaller business general has its own inventory, so it is more appropriate to base a professional market. Some large business people are not located in the professional wholesale market, but direct contact with the off-site suppliers, it must invest a lot of money to solve the supply chain problems.

Moderator: All of you are facing inventory problems. Inventory is the cost, the backlog of more, the cost will be higher! Not only to consider timely customer shipments, but also reduce their own costs, both are difficult to give up! As a small and medium sized enterprise, how to control inventory during operation, is there any practical method to share with you?

Li: blindly tea City Inventory model we can draw on, we are located in Guangzhou fangcun Tea wholesale Market, which is composed of more than 10 market parks, supply tens of thousands of manufacturers. Our own inventory is not much, invoicing system will regularly statistics which products sell the most, these products we will regularly do part of the inventory. For infrequently sold goods, only after the customer orders, we will be based on the local vendor inventory. This avoids the new product in the early sales, can not determine what to sell what is not good to sell.

Moderator: With the E-commerce model, the development direction of diversification and market competition intensified, now many manufacturers are trying to build their own e-commerce platform, to strengthen the channel control capabilities, and thus enhance the competitiveness of products and rapid distribution capabilities. How do enterprises build their own channel distribution system?

Li: In the era of electronic commerce, traditional manufacturers in addition to continue to develop the channel system under the line, many manufacturers have been aware of the online distribution of the distribution channel important. For example, Li Ning, anta almost online under the physical store completely saturated situation, but also continue to expand on the line. "Channel for the King", whether online or offline, control the channel advantage is to occupy the market. Enterprises to build their own online distribution platform, is still to shop agent distribution as the mainstream, at the same time, CPS, Web League distribution methods can be gradually cut.

Moderator: Now the traditional enterprises have entered the field of E-commerce, will encounter the same problem is how to deal with online sales and offline sales conflict. Believe this problem also troubled many enterprises, hinder the rapid development of enterprises. Li based on your experience, what are the online and offline sales conflicts?

Li: A lot of traditional enterprises are wired under the physical store, when the launch of the online platform, there will be price, service conflicts and other issues. Then the enterprise should formulate a set of complete product pricing, rewards and punishments, service system to standardize their own channels. Many times the company can not control the sales agent price, the enterprise should devote considerable resources to maintain their own sales network, such as regular shop visits, the establishment of customer reports and other means.

Moderator: Traditional enterprises do not coordinate the testing agent sales price, which is a traditional enterprise more headaches one thing. If the expansion of online sales more need to invest in human resources to maintain, then how to solve the online and offline sales conflict?

Li: I have an idea is that enterprises can be distributed across the country in the offline entity shop to make product experience shop, purchasing shop, customers placed online orders, and then can personally go to the shop experience products and then pay to buy. Of course, the feasibility of this model needs further practice and exploration.

Moderator: Now whether the shop sellers, or independent mall, are set up their own shops but for how to promote and worry, want to get a see the effect of the promotion way. Li, share your promotional experience when you are running the power business.

Li: We promote the main ways are the following: 1, SEO optimization: Search engine has been the main source of traffic, do SEO can guarantee to obtain long-term more stable flow, but spend a long time period. 2, SEM: Mainly to do Baidu, Google paid keyword promotion, the operation team must be based on popular related keywords to control the cost of the launch. Under normal circumstances, the performance of SEM is relatively high. 3, Soft text publicity: Soft is the most simple, fast, the best way to promote a good article can be thousands of sites reproduced. 4, EDM and SMS Marketing: EDM is mainly for the retailer city registered members to push new products, promotional information and other content, wholesale customers generally adopt SMS marketing methods (entity shop customers generally rarely use mailbox). 5, URL Navigation: Our cooperation in the Web site navigation is not HAO123 integrated category of navigation network, but professional online shopping, shop, sourcing, wholesale, agents and other vertical navigation sites, their flow quality is very high. 6, Other: The ultimate goal of website promotion is to enhance the impact of the site, access to traffic, to obtain orders. In addition to a targeted wide net (in your target customer group concentration of places), but also need to continue to try new ways to promote, we can go to Baidu or Google search keyword "blindly tea City" and "Love to buy tea", see our promotion methods and effects.

Moderator: Often visit QQ Group, we will find in the group of hair tea in particular, and come up on the hair, hair is not visible, I believe many people have met. Li, you are also making tea, how to treat this kind of tea-style promotion way?

Li: In fact, the QQ group to release the news are Anxi selling Tieguanyin tea farmers, they have a garden, and then processed their own to sell. Tieguanyin Tea processing technology is not complicated, so many farmers directly bypass other dealers, their own small boss. A lot of QQ group administrator for this release of tea advertising people is quite disgusted, but also explained a phenomenon, the tea market has a broad space for development. As a lot of them are not even a shop, business scale, quality is not guaranteed, the release of the maximum number of ads to leave a phone, such a promotional way for the formal network to buy sales channels (Consumer-to-consumer or business) has a certain impact.

Moderator: Current domestic business-to-consumer has stepped into the peak of burning money, some sites hit the cost of advertising as a desperate fight. Most of the operators ' operating costs have risen sharply and profitability has been a common consensus. How do most SME companies respond to the success of the big business of business?

Li: In fact, the purpose of large consumer crazy to hit the money is to constantly circle the user, establish brand and consumers Word-of-mouth, while occupy more market share. But most small businesses do not have that much money to invest in (such as a single commitment), and there is no need to worry about the competition from big companies. Although they have a huge fund to support the backing, but also faced with a certain period of time must realize the enterprise scale profit and seize the market share of capital pressure. Small and medium-sized enterprises in the process of development, must have their own core competitive advantages, such as stable unity, hard work team, to develop their own patents, core products, shape their own brand, differentiated sales model and so on. Believe it or not, Wal-Mart stores and stores will not shut down all the small convenience stores on its streets.

Moderator: Group buying as a new e-business model, now group buy staged the Hundred group War more and more hot, the numerous e-commerce sites into the whirlpool, as the operations director, how do you think of the network group buy?

Li: The network buys actually several years ago has the related website to do, just did not have now the group purchase website so specialized, the profit pattern is not so clear just. But the current competition for so many group buying sites is not normal, perhaps with China like to follow the bandwagon. Group buying mainly depends on the price to win, although in the short term to achieve greater sales, but a single order of profit is not high. If there is not enough long-term cooperation business, the future real survival of the purchase site may be so few. Because the group buying mode is simple, easy to copy, large customers can be in their own platform to do a group purchase, do not need to cooperate with the Professional Group purchase site.