Channel analysis of Business E-commerce website

In the history of the development of E-commerce in China, the enterprise's own web site has been an island of information. We should remember that Ma Yun's original Entrepreneurial project is the Yellow Pages, is for the enterprise station to do navigation. Focus Technology (China Manufacturing Network) The initial business is similar----enterprise construction station Business, because the information island phenomenon, eventually gradually changed into E-commerce platform for the construction and operation. We look back on the Internet in the introductory phase of e-commerce 10 years ago, and we can find out the problems of the year:

• The search engine is immature, the enterprise station cannot obtain the website navigation service.

• Lack of professional means of payment, barriers to security and payment patterns.

Enterprises lack the operation of e-commerce and promotion of talent, the lack of network broker groups.

However, today, we found that: The search engine is strong enough, SEO technology has flooded, the advertising alliance is booming, the network broker group Rapid Development. So we have reason to ask: is E-commerce platform or E-commerce is the only solution?

Where the customer is a huge clothing shop, excellent, when the book Mall, Jingdong Mall can be seen as Suning, Gome model of the network. These web sites are not the same as Taobao, or Consumer-to-consumer's so-called E-commerce platform, and they succeeded. We can rationally analyze the sources of these websites, so as to determine whether E-commerce platform is the Enterprise E-commerce Solutions "Huashan Road":

I. Search engine

Undoubtedly, it is widely believed that search engines are an important source of web traffic. Reasonable SEO technology, the purchase of effective long tail keyword ranking is a source of corporate web site. But such a source in the total flow of the composition of a reasonable proportion should not be too high, from the empirical data, the total ratio between the 20–30% is advisable.

Second, portal or vertical portal

Collaboration with portals or vertical portals, or even e-commerce platforms, is also a possible source of corporate business-to-business Web sites. Cooperation is the channel contract, advertising cooperation, E-commerce platform access.

The enterprise of the specialization, and the vertical E-commerce platform of the main business is not contradictory and complementary. Through the data interface and the platform connection, can obtain the effective flow and the accurate customer.

Taobao API Open, is to foresee the enterprise and E-commerce platform for future development direction. It is likely that in the future, the enterprise's corporate Web site is an update to achieve all the platform shop updates.

Once we use the platform as the only way to surf the internet, but today we reflect on whether these platforms are just tools of our hands?

Iii. Community

Various forms of community, is the promotion of Corporate business Web site. Vertical community is a more valuable jinshan.

A few days ago heard of Shanghai wedding industry has been someone through happy net to achieve a good promotion effect. Xi Ci Alley on the e food, originated in the West Shrine, and recently returned to the West Shrine, is also a typical case.

Iv. Interpersonal Communication

Interpersonal communication is not only the spread of customer groups, interpersonal communication may become a new professional group. There are two ways of this communication:

1, Customers (users) of the word-of-mouth spread, like fluttering the famous advertising: "Spread, Wildfire, became a well-known secret." This communication is effective, credible, powerful, but passive.

2, network broker communication and promotion. Professional Network Broker Group, proficient in instant communication, blog communication, community website promotion, event hype, and even the first interactive marketing activities. Alibaba recently advocated Amoy is one of the form.

V. Loyal customers

Taobao direct access to customers should be more than 70%. Jingdong Mall's repeat customers are also gradually rising. When a website establishes a strong brand and user loyalty, the traffic and business that loyal users bring is amazing. When this ratio exceeds 60%, the power of the corporate Web site is also played out.

Vi. Advertising Alliances

Aggregation of huge site groups and aggregation of huge traffic in the advertising Alliance, the charm is boundless. Recently, numerous alliances are emerging.

The story of specialization, verticality and localization repeats itself in the field of Advertising Alliance, and the basis of advertising alliance is the rapid development of E-commerce.

From these approaches, the time has come for companies to build their own web sites. Finally, we think that the enterprise can complete all E-commerce solutions through E-commerce platform, that there is no need to build their own web site? The core content is only 2 words: benefits. (Text/Dream Qinhuai)