E-commerce: online and offline channel integration is an urgent task

Suning renamed, is expected, but also its planning for a long time. After renaming, not only the expansion of sales category, but also a new stage of channel integration, this is not for other companies to learn from the significance?

A few years ago, many people put online as a supplement, or independent operation, or a different way, or even for fear of hurting their own physical channel interests caused by chaos, but in fact, the channel is one, man-made can not be separated.

This trend has long existed in the grassroots trade, and you can easily buy an item in Taobao, after the order will be the same city merchants to you delivery, installation, warranty, you can also buy in Taobao hanging your region label of goods or services, a small shop will achieve online and network under the unified Price and service status, The only channel is whether you go to his store or shop.

In the past, people said that the channel synergy, now all say fusion. Of course, convergence does not require synergy, but integration is not synergy. Synergy is the independent existence of different lines and the integration of the system is a whole. Now E-commerce needs integration rather than synergy.

In our time, fusion is everywhere. Because the world's flat, whose door can not only have their own power to snow, the boundaries of various areas gradually blurred, even if the original monopoly industry is no exception. In communications, we have to share the line with the television to call, the Internet, we have to use mobile phone to watch TV, listen to the radio, but also to the Internet, in short, the so-called triple-net integration is the general trend. Traditional channels are also facing change, with a family of street stores and different brand logo of the chain as the theme of tangible physical channels and can not see the touch of the electronic channels will not just complement each other, integration will be unstoppable.

With the development of web-based e-business technology, http://www.aliyun.com/zixun/aggregation/32730.html "> Information System, Electronic Data Interchange Network (EDI) and shared database are becoming more and more popular, Business E-commerce sites, new online information intermediaries and innovative business models have sprung up, information systems and information networks can rapidly extend to individual consumers, making it possible for enterprises to communicate directly with consumers. Traditional channels are declining, forcing them to master more E-commerce technology and gradually develop to network channels.

From another point of view, online channels are not a threat to traditional channels. Instead, traditional channels should be seen as an opportunity. Multi-channel customers shop on the internet, but go to the store to complete the transaction. or store to look at goods, online completion of transactions. The younger generation is more adept at computers, and they are glued to the Internet all day long-they are the customers of the future. Internet stations can take advantage of this huge potential, such as more effective positioning of customers, managing customer relationships, managing supply chains and gathering business intelligence. The internet is not only used to complete transactions. In the face of future business models, now seems more feasible way is: direct electronic marketing channels and traditional channels will coexist, and make them different, but it is the service of various market segments of the relevant channels.

Customer-centric, from the customer's needs, regardless of what kind of channels, entity channels and electronic channels, online channels and short message platform, the customer needs are the most convenient service, various channels of effective integration and mutual cooperation, it is particularly important.

More and more ordinary people to join the ranks of the application of E-commerce, especially chasing the trend of the younger generation, online search parity, physical shop shopping, shop to see the sample after the purchase has become more people's choice. The company should not simply divide the proportion between the physical channel and the electronic channel, let the electronic channel in the subordinate or the cooperation position, also is not wants the electronic channel to replace the entity channel, but is more stands in the channel integration angle, considers the cooperation and the fusion, lets more multi-channel customer more conveniently in each channel to enjoy the convenient fun.