Analysis of how traditional enterprises do business

"Sadie Web News" Beijing time April 27, recently, the reporter interviewed the 3G web site Registration Center, Mr. Zhu Fagang, about the traditional enterprise transformation of e-commerce in some of his visits, Mr. Zhu Fagang told us that to do E-commerce, as with the traditional business, as a result of more and more E-commerce domain accession, Competition is more and more fierce, enterprises before entering into E-commerce, but also must be good business E-commerce and brand positioning, this e-commerce positioning includes three aspects:

First, what do you sell?

With the real enterprise to do the first strategic positioning, E-commerce Enterprises must first ask themselves: "I want to sell what?" "What am I?" "Today's consumer E-commerce, in the" sell what "problem, there are many similar brands, different types of multi-brand, a single brand of different types of programs, each has countless enterprises or individuals involved.

As a new E-commerce company, your product portfolio must be clearly planned. Product line planning, you have to consider what your core competencies, how can you guarantee that you have more advantages than others? When the question is clear, you will know what you can do with E-commerce.

Second, who to sell?

Sold to white-collar workers, sold to high-income groups and sold to students, the business model is different. Who are our customers? What kind of preferences do these customers have? What kind of products are they most willing to buy? What style do they like? How do they usually enter our website or mall? What are their buying characteristics? What are their requirements for delivery time and speed? Wait a minute.

Only by fully understanding your target group can you know who to sell and how to sell them.

Third, what value does the customer offer?

This value is not only the value of the product, I would like to emphasize the value, should be your core strengths or core competitiveness. For example: higher price/performance ratio? Better and more complete product supply? Differentiated products or services? More powerful industrial chain control capabilities? Fast and efficient supply chain service level? Big enough? Wait a minute.

Only these core strengths or core competencies, is the real value, but also you do e-commerce can be successful, can be successful and not be imitated by others and beyond the ultimate guarantee.

Business model Planning

To sum up, the traditional business enterprise business, according to its goal and resource allocation of different, mainly divided into three models, namely: Channel mode, brand model, platform model.

1. Channel mode

Many traditional enterprises involved in e-commerce, the purpose is only to open another new channel, E-commerce as a channel to operate. These include the leading brands under the line, the low number of offline brands and small brands.

This mode, enterprises can use E-commerce sales, Sales inventory or sell another set of product line. To achieve this goal, the first thing enterprises have to consider is how to solve the online and offline channels of the conflict problem.

On the other side, if this model is to be adopted, then the strategy of "leaning against the tree to cool the shade" is more applicable. Enterprises do not need to spend a lot of money to build their own e-commerce sites, but should be more use of 3G Web site, such as ready-made sales platform.

2, Brand model

The so-called brand model, is like PPG, BONO, where the customer prudential products in the form of an independent brand, for the network to provide products and brands for the marketing and promotion.

It is very important for enterprises to develop their own positioning and core competence by adopting this model. Moreover, the establishment of this network brand, it involves the entire system of E-commerce, enterprises to invest in the attention and costs, not as much as the operation of a physical brand difference.

3. Platform Mode

E-commerce platform model, is like when, Jing Dong kind of, not sales own single brand, but the integration of other enterprises of different types of products or similar products, integration of many brands and products in an E-commerce website platform for sales.

Now many enterprises because of the platform model does not understand, a come up to say I want to make like when and Jingdong E-commerce platform to sell a variety of products. They forget that this platform model is the most difficult mode, not the average enterprise can do well.

Because the platform model involves the same industry chain upstream, midstream and downstream, but also involves the integration of the upper and lower reaches of different industrial chains and different industrial chains, so, for the platform owners, how to effectively integrate these different industrial chain of the main body, its core competencies and resources are extremely large, the operation is very complex, The greatest test of the Lord comes from "control".

Vertical integration test is the enterprise depth direction of control, platform model Test is the enterprise in the horizontal to all kinds of resources, product coordination and balance. Tencent has a killer product QQ, so it can build a closed platform that is decided by itself. And later will be more open, integrated more information, services and applications of the new platform to cover those closed platform, this time, the owner can control the realization of the platform, for the owners, is the greatest test.

Third, the front desk product and the marketing system

Excellent front-office capability, including excellent product positioning and portfolio capabilities, product display capabilities and category management capabilities, but also include marketing capabilities and customer value mining capabilities.

1. Product mix and display

Product positioning and product portfolio issues, is the previous article on "What to sell" problem. In addition to what to sell, also need to pay attention to product mix. Which products are hot products? Which products are profit products? Which products are the volume products? Only by combining the products of these different functions can the value of electronic commerce be maximized.

and the product display problem, involves how to the influx of consumers streaming to the relative personalization of the page, and in the landing page is a perfect embodiment of the enterprise's core appeal and value transfer, good product display can improve conversion rate, but to achieve the conversion rate of increase in product prices, product sales, product evaluation, product photography, product description, The core value and so on all aspects need the big effort.

2, Network Marketing

The marketing of entity enterprises is very complicated in the aspects of brand shaping, brand communication and channel construction. E-commerce Network marketing, the same complex, how to use accurate and effective marketing promotion means, is the key to network marketing. Because the network promotion and dissemination, its cost and the line to do CCTV ads, the price is high and still rising (for example: shopping navigation prices from 180,000 per month rose to the current monthly 380,000, now the promotion cost of electric dealers increased by two to three times times. ), a little careless, it is possible to let the high promotion fee hit the water drift.

E-commerce most commonly used marketing methods mainly include: Portal advertising, client software advertising, search rankings, network Business Alliance, EDM Mail Marketing, BBS community marketing, SEO search engine optimization, integration marketing, catalog marketing, event marketing, friendship links, blog microblogging promotion, question and answer marketing, video marketing, Authoritative encyclopedia marketing, soft text promotion, CPS consignment, Word-of-mouth marketing and so on.

In the beginning of E-commerce marketing, you must and all kinds of integrated E-commerce platform (such as Taobao) to establish some kind of internal contact, build interoperability E-commerce platform, so that these integrated E-commerce platform for your site to bring more passenger flow.

3, Customer Value Mining

Traditional enterprises know that the benefits from an old customer is far greater than the benefits of a new customer, while maintaining the cost of old customers is far less than the cost of developing a new customer, which is the value of customer mining (including the CRM system) the significance.

Do E-commerce, passenger traffic is important, but the conversion rate and customer unit price is equally important. In order to realize the synchronization optimization of the three, the management, service and marketing of the members is a core work of e-commerce.

Generally speaking, 3 months does not buy the registered user turnover rate will be more than 50%, 6 months does not buy the turnover rate close to 100%; On the other hand, the 3-month repeat purchase rate is below 10%, and the repeat purchase rate of 6 months is below 20%, which indicates that the enterprise's customer value mining and maintenance