Du Liang: Small and medium-sized Enterprises enter the era of systematic integration

The large number of small and medium-sized enterprises in China, in the increasingly severe global economic situation and impact of the continuous impact of small and medium-sized enterprises to apply E-commerce once again mentioned a new height. Without recalling that 6 years ago, the SARS crisis swept the Earth, E-commerce has been unprecedented vitality, in the crisis into a new era. In another crisis, E-commerce seems to play the role of saving straws again, the difference is that the market is even wider, but the competition is also more intense.

We see such as Alibaba, Taobao and other Third-party E-commerce services platform, to a large extent, it is their rapid development of small and medium-sized enterprises to promote the application of E-commerce, E-commerce applications in small and medium-sized enterprises to reach the number of users tens. In turn, e-commerce service platform is widely used by small and medium-sized enterprises, but also promote the development of E-commerce platform.

But at the same time, more and more SMEs are surfing the Internet, making the original Internet relatively blank market gradually become overcrowded, for example, in Alibaba and Taobao, we want to inquire about the supply of a commodity wholesale price or retail prices, often search out thousands of information for us to compare and choose, Through price sorting or other screening, some prices do not have the advantage or strength does not prevail in small and medium-sized enterprises are often on the net can not get orders, in the increasingly fierce competition in the network market, only the novelty, change the traditional enterprises, can be invincible.

Furthermore, the application of E-commerce in small and medium-sized enterprises, we have more understanding for the enterprise internal or external information services, it seems that the enterprise building sites, publishing information, search business opportunities have been thought to be e-commerce. Often can see a lot of enterprises at the beginning of the Enterprise website, shop full of enthusiasm, after a period of time investment did not achieve the desired effect, it is considered a chicken. Such a corporate web site, shop also only exist outside the enterprise, not with the enterprise internal business processes to integrate, but not with the supply chain partners between the business integration. We tend to see a lot of business offline and offline is extremely separate, just like the last time a friend to do hotel management asked me why 7 days chain Hotel E-commerce can do so well, my answer is 7 days chain hotel is the highest strategic level of E-commerce to treat, We can see the 7 days Hotel either on the front desk or on the Internet, all processes are in line with the 7-day chain hotel's overall e-commerce operations and services, all work is to tie in with the 7-day chain Hotel member Data system, which is its success.

Now that we all know about integration, I've been saying that integration is not an endless pile, but an organic integration. How to understand? The choice of tools and platforms provided by the Internet market is enough to say, search engine, business-to-business, Consumer-to-consumer, Business Enterprise, Network Alliance, community, Mass, let people dizzying, sometimes enterprises in order to step, together with ERP information management software Yiguoduan, the effect is still some, after all, with input, But in this case the effect output is often less than the initial input, and can not form a continuous effect, so we see more cases are many enterprises bought a lot of tools and software, used once after never touched, this is a mistake, is not a combination of their actual investment waste.

Yes, e-commerce is a tool, but it is a systematic project. What to integrate and what to discard is the goal of making a profit entirely. I think there are four points:

First, the integration of the ideological level, enterprises to do e-commerce, it must from the leader to grass-roots staff unity, E-commerce as an enterprise management strategy to treat, to realize that only e-commerce and offline operation of the integration, can play the role of E-commerce, the integration of ideas is the fundamental enterprise E-commerce profit.

The second is the integration of talent, enterprise application of E-commerce needs professional talent, but also needs the active cooperation of other departments staff, to let everyone heart to a place to think, strength to one place, the integration of talent is the basis of enterprise E-commerce profit.

Third, the integration of the platform, enterprises in the Internet business activities must be platform as a carrier, this carrier in addition to the third party platform, but also the need for their own operation of the carrier, that is, their own web site or online mall, the integration of the platform is the inevitable condition of enterprise E-commerce profit.

Four is the integration of marketing, the online products on display can wait for business door? No traffic, do a good job of the website and online shop are in vain, choose their own marketing channels and marketing tools, the formation of a certain period and clear goals of the network marketing plan, and unswervingly implement, marketing integration is the key to business e-commerce profitability.

Seemingly simple four points, really do a small number of enterprises, it is these four points, making most small and medium-sized enterprises in the application of E-commerce on the road hard bumpy. For example, a business to build a platform for the company, you need to focus on how to build this shop (technology implementation, content patterns, user experience, etc.), what electronic payment methods, how to carry out shop promotion (website optimization, network marketing, etc.), how to understand the competitor situation, how to assess the site traffic and transaction conversion rate, How to conduct online customer survey and deal with customer feedback, how to do online after-sales service.

2009, we saw Guangdong, Shanghai, Zhejiang, Jiangsu have introduced measures to support the development of E-commerce, we saw the Jingdong mall business is becoming more popular, but also see more and more traditional enterprises in the enterprise into the market, at this time we can feel more of Wen Jiabao's "confidence than gold precious" brought warmth. Crises always come, but the steps of exploration and development never cease.