Discussion on the way of electronic business in traditional brand enterprises: positioning and layout

What is the traditional brand enterprise to do, how to locate, how to plan the layout?

First, the traditional brand enterprises to do, how to position?

Before with some traditional big brand merchant exchanges discover, they began to complain and realize that their own operation of the cat or the company can not meet the needs of the group development, it is more difficult to rely on external forces; to express the meaning is: as a traditional brand electric business, in the key channels and large electric business platform to build and layout completed, The team after a period of grinding and operating on the track, it should be the main energy from their own selling out mainly to do more things, such as distribution system construction, the supply chain system of carding, line online under the O2O Fusion and so on.

In view of the traditional electricity business Department how to position the question, has the localization channel, has the localization sale, has the localization to do the open platform or the vertical platform, and so on. Personally, I think, just for the traditional brand enterprises, E-commerce is a new Internet tool, defined as a new service system may be more appropriate, the definition of channels and sales, and offline traditional channels and benefits of direct conflict, In particular, the power of the channel flat demand and offline channel differentiation will have a direct impact.

In order to weaken the direct conflict with the offline channel, the traditional enterprise is defined as a new service system. In order to transform the electric power of the line under the transformation of blood transfusion, more conducive to the promotion of O2O, of course, the definition of service system is not not to do channels and sales, but the channel and sales into the service system, to a systematic way to operate the electrical business, Weaken channel color and the rebound and resistance of offline channels, take the difference and the electronic business and other means to promote the development of enterprise electric business.

Of course, when it comes to channel conflict, we have to mention how to avoid channel conflict or weaken channel conflict. Several of the current mainstream practices are: Network for the differentiation strategy, sub brand development strategy, the end of the goods or inventory strategy, the development of online distribution system, line on the same price (for category and merchant requirements higher), O2O mode online payment order online experience distribution services, of course, Still need according to the enterprise own industry characteristic and the actual situation embarks to design conforms to own development the pattern, does not have the fixed pattern, suits own is the best, do not drift with the tide, pursues the so-called big and empty impractical pattern blindly.

Personally feel, the traditional brand enterprise electric business department to do more is to set up and layout electric business platform channel, promote the continuation of the traditional brand online and brand Electronic business, on-line product and price system, information carding, supply chain optimization, distributor of O2O transfusion and fusion, distribution system planning and construction and management, More is to do brand premium, control price, resources and channel integration, profit distribution two times, sales will be more by distributors and Internet distributor team to do. At the same time, using the electric business thinking and technical means to transform the traditional enterprises into electronic business, the new technology (such as two-dimensional code, micro-BO, micro-letter), creative ideas, offline brands and resource advantages, customer Word-of-mouth and other elements of infiltration and integration into the electrical network social marketing, mobile internet marketing, operation of the various aspects of the details, and combined with the enterprise's own resources and conditions for the corresponding innovation.

Instead of selling their own business, the electric Business department planning for the sales department, or the final sale scale has been unable to big, but also delayed the brand in the online strategic layout, missed good opportunities for development.

Ii. the current problems of many popular O2O

At present, the O2O is very hot and the definition is relatively vague, get a two-dimensional code, register a micro-letter is called O2O Strategy, and do not say can realize closed loop, can realize the flow of channels, even if the realization of O2O, but, whether to do the use of O2O Internet power technology and means to reverse the impact of the enterprise line of product planning, capital investment, Production and inventory management and other directional indicators, and then create an agile supply chain or intelligent supply chain, become more suitable for the current market needs or unknown.

O2O is a systematic project, to do a good job of O2O, two o should be strong, if the line is not strong, experience, service is not good, customers can not easily access to businesses and products of all kinds of information, it is difficult to do a good job of O2O. Similarly, the line of O without the electronic business, the transformation of information, offline resources and large data can not be integrated into place, line online sales system, information system has not been through, offline terminal experience, payment convergence, service after sale, distribution can not be strong support, the same do not O2O. Two o is like two wheels, the balance can run neatly, at the same time, connecting the two wheels of the 2 can not ignore, play a role in the bridge, currently more rely on mobile devices and mobile internet technology, such as smartphones, tablets, such as mobile payment, micro-mail, micro-blog, two-dimensional code technology, near-field technology. Without this 2 as a bridge, two wheels would not run much further. We can not see it as simply a O2O model, we would like to see O2O as an ecological chain, to the ecological supply chain of the various nodes through the smooth, to go farther, this is a resource and supply chain synergy integration process.

At the same time, the traditional brand enterprises in the development of electricity companies than the pure electric business enterprises have a post advantage, traditional brand enterprises have accumulated strong retail experience, relatively perfect terminal outlets and channel layout, strong production and procurement capabilities, supply chain management capabilities, resource integration capabilities, logistics distribution capabilities, channels of discourse power, Marketing ability and so on, nothing more than a lot of traditional brand enterprises have not yet from the rapid impact of the wave of power to sober up, and even have no way to fully adapt to the competition environment and rapid pace of electrical business, after a period of running-in and baptism, traditional enterprises once from the strong power of the concept of electric business infiltration, Set up a strong team of electrical and commercial personnel, to adapt to the transformation of the supply chain of enterprises, organizational structure and DOT structure, decision-making system further optimization and flattening, do a good job in the integration of O2O resources, in the modern capital market and the large alligator-type electric business competition, I believe that the traditional enterprises will not be three or two years, Will certainly stand out in the new round of competition among the electric dealers. In the United States TOP10 Electric business enterprises, in addition to Amazon and Eaby, almost all of the traditional retail enterprises operating the Electronic business site.

Thirdly, is there any opportunity for the development of the electric business?

The opportunities for the development of electric business include "crisis", "opportunity", traditional enterprises need to have sense of danger, the traditional brand under the line is not necessarily equal to the online brand, under the current live moisture does not represent the future of the impact of the electricity business can also be a good development, such as the day cat originally a single big, developed to the days of the Cat Jing East Grappling, To the back of the big electric business platform Warring States princes dispute, therefore, any cow B platform and enterprises to constantly innovate constantly change, the front-end to create a super user-centric experience, providing more value-added services, the backend needs to be highly collaborative business, integrated supply chain and resources, in order to maintain the leading edge in the competition, or sooner or later will be surpassed.

Therefore, the traditional enterprises to do is to use the traditional brand advantages and resources under the line to do a good job on the line of Electronic business brand, the continuation and extension of the brand online, no matter what time should be done to the user-centric, to provide users with one-stop, systematic solutions and value-added services to enhance user experience and service levels, To provide the Internet customer demand for cost-effective goods, who seize the hearts of customers, who are closer to the customer, who will be in the future of the Internet competition occupies competitive advantage and the market! The development of the electric business market has surpassed the stage of product and channel Drive, the consumer drive is the future, that is, the precise marketing project of the Big Data age.

At the same time, the increase in the number of traditional Internet users and free flow and other dividends gradually reduced or disappeared, barbaric growth stagnation, opportunistic basic no space, the existing electric business industry space by a large number of major cutting molding, mobile internet development is still groping, enterprises have to really calm down to consider the future development of the problem, Electrical business Development has entered the competition, competition core competitiveness, competitive team operation level, to truly return to the commercial nature, from product positioning, selection, marketing, operation, service, experience, supply chain and other systems to consider the development of the electric business, really around the customer as the center of the core competitiveness of enterprises to build the time to, China's E-commerce development has a long way to go, development opportunities are beyond doubt. Strictly speaking, the development and competition of electric business, is a competition of comprehensive strength, comprehensive quality, to the end must return to the commercial nature, all to consumer demand as the center, do a good job of product, service experience, supply chain integration management, create more than the consumer needs expected value-added services, do a good line under the integration, Do a good job of electric business integration, for consumers to truly provide a systematic demand services solution is the right way!

How should the traditional brand enterprises plan and how to layout?

1, an enterprise to do e-commerce, strategic planning is very important, which will determine whether the latter part of the implementation of the strategy can be successfully promoted and successful. Therefore, it is very important to define the strategy in three months, define the half year, define the three years and the height and position of the site.

Short, flat, fast, medium-and long-term strategies require effective planning and coexistence in a large strategic framework.

2, E-commerce is not a new thing, but with the development of Internet technology, with the development of the society and the change of the industry, consumers have a greater right to speak on the Internet platform, and in the game with the merchants, the dominant position has also prompted the consumer market to transition from the enterprise-centric to the user demand as the center of the new trend, From the original group centralization of business system to a democratic business system, it is also natural to promote the traditional entity business model must adapt to the needs of Internet users as the center of the extension and the normal upgrading of the industry.

3. The development of electronic commerce, especially mobile interconnection, has promoted the fission of Chinese traditional business decision system or mode. Completely take the enterprise as the center, the high, medium, the low risk decision-making mode turns to the user as the center, the high risk decision-making pattern, this set of business decision-making pattern transformation, is in order to cater to the new period business environment change. Any new changes in the format will bring great business opportunities, adapt to the business decision model, only have the opportunity to seize the opportunity to take advantage of the existing experience and the decision-making system to slowly transfer the traditional business decision-making system to the new era of business decision-making system. Undoubtedly, the traditional enterprise electronic business must build an efficient internal process decision system to adapt to the development of electric business, decision-making process flat, fast, efficient, to avoid the traditional enterprise decision-making chain long, curing shortcomings, do this, the enterprise's information construction is particularly important, special step can maintain positive growth for a long time, The layout of enterprise informatization construction is not.

4, "online Shopping and entity: This is the same root of life, fry what is too urgent." 1, online shopping in addition to cake, but also created a new cake; 2, the Electronic business entity, the entity on-line! ”。 Personally believe that the traditional enterprise must be line to go online under the integrated Business route, O2O Fusion is kingly. Traditional enterprises do e-commerce, not to deliberately differentiate line, but to do the two highly integrated, from the line under the operation of integrated strategy to layout, truly to the user-centric, to provide customers with online integration of shopping, service experience. From this point, the United States has done very clearly, to provide customers with online integrated shopping experience in their view is a very natural behavior, because they have done early to customer-centric. Instead of going to the traditional offline system for a complete revolution and subversion, two of startups, the cost of trial and error and failure is very high, a point of treatment is not good, the consequences are even devastating, so this kind of surgery revolutionary reform is basically not capable. Therefore, the planning of the enterprise strategy must be planned ahead of time, and so on to solve the problem is very painful.

Therefore, the correct should be not the line under the pipeline should be done to the user-centric, to provide shopping, service a high degree of experience, because, only truly customer-centric, can pay more attention to the target segment market, segmentation target customers, analysis of the target customer's various aspects of consumer data, do effective communication. Therefore, the traditional enterprises to do electricity through the electric business thinking and technical means to optimize, integrate the manufacturing system, upstream and downstream supply chain system, terminal outlets, product and price system, distribution system, and combined with the enterprise's own resources and conditions for the corresponding innovation.

5, at the same time, within the scope of enterprise risk control, a small range of rapid trial and error, so that enterprises have to adapt to the external market changes to quickly adjust the strategy and provide a variety of systematic solutions system capabilities. This is called "Iterative Update quick trial error". In the fast development of E-commerce, rapid iterative updating of the market environment, in the face of emerging things, enterprises should not be conservative, but also can not be too radical, as long as the scope of the risk controllable, do adequate preparation, a small range of quick trial and error, to ascertain, and then gradually expand. No 100% or more than 80% of the world can be planned out of the case and the model, theoretically, as long as there are more than 30% of the possibility, in the scope of risk control can be bold to try, quick trial and error. Therefore, it is particularly important to build and constantly rehearse the decision system for this iterative, updated trial and error, which is capable of responding to changes in the external market and responding quickly. This is more difficult for traditional enterprises, especially for large enterprises, because of its huge decision-making system, long decision-making process and inflexible. Therefore, it is necessary to reform the electric business in the electric business decision-making system.

6, an enterprise in the insider's angle of view and ability limited, in the appropriate time to introduce external forces or extended (such as strategic consulting) is very necessary, which will reduce the cost of trial and error to some extent, blind development leads to the consequences of failure and the loss is more frightening, higher costs.

Prior to an exchange with an electrical trader concluded that a business is not more than who do the stronger, bigger, but more than in a certain market segments who do longer, longer, this requires enterprises in the planning of enterprise development strategy when the height and time of choice is particularly important, short-term or long-term strategy, including the height of the consideration. So it is not difficult to understand that many Chinese enterprises are more than the scale, than the capital strength, than who sell more goods, in order to rapidly expand the scale of the sacrifice of the brand premium space, at the same time for the further development of enterprises buried hidden dangers.

The future of the electric business competition, is a brand enterprise comprehensive strength, the systematic competition is a marathon game war which competes the strength and endurance, the innovation ability, the execution ability, the operation power, for more small and medium-sized merchant, compared is in the more subdivided domain who does deeper, is more transparent, is longer.

Electric business development is very rapid, unstoppable, but the enterprise's strong operation and execution capacity and the large data mining integration ability is more important. Meanwhile, enterprises can not blindly superstitious new channels of new marketing and loss of brand positioning, accurate customer group description, product design and manufacturing process, raw material supply, customer service logistics, such as the nature of the business, otherwise, the constant fear of access to new users will eventually be lost in the brand and marketing nature.

The above viewpoint only the power supply merchant reference, welcome everybody to discuss together, the exchange, has the insufficient place to welcome the correction.

Author: Su Jianxiang

Micro-Credit public number: Su Jianxiang

Weibo: The electric trader ascetic-Su Jianxiang