Five deep barriers to traditional bosses entering the business

Most of the profitable e-commerce enterprises in foreign countries are traditional retailers, while in China, traditional enterprises have entered the Internet, success stories are not many. To examine the underlying causes, the following are generally

1. Investment pace:

Most (in addition to the field of real estate spread outside) the traditional boss investment into the internet e-commerce, spend their hard-earned money, many years to shine rain toil, trembling accumulated down the capital. Therefore, the investment in the Internet is very cautious, it must be a step forward, see the expected results and then gradually increase the amount of investment. But there is a problem: traditional bosses who enter the Internet in the first place tend to invest too cheaply, and expect too much of the rise in earnings. Traditional enterprise independent E-commerce site often requires early human input (to create a new network team), especially in the continued advertising investment need to be patient to be able to establish a brand in the network crowd. And the owner of the traditional store investment ideas to invest in the Internet often lead to such sites may have malnutrition in the early stages of the cause. This determines that most traditional areas of the Internet E-commerce projects in the early start period is tepid. Outside people often do not understand, in the traditional field so powerful veteran enterprises are often in this network project so slow?!

Recommendation: Network projects in the beginning did not form a certain pattern, it is difficult to explode its power, like a toddler, how to compare with the traditional department of other uncles and aunts their competitiveness? If the cautious march to the company, not as advanced Taobao Mall, exercise the internal team, and then build a separate website.

2, employing methods:

The experience of traditional store management and network is different from the professional quality requirement of team members. Bosses who are accustomed to experience in the traditional field often have no concept of talent specialization, in the traditional field often caught a savvy literate people can be used for a period of time to come in handy, employing low cost ah, and anything can be done, as long as the brain two months can become versatile.

But the network operation is not the same: on the one hand it has a certain professional knowledge in the inside, do technology must understand the basic code, is not able to repair the computer network on the ability to do; To do design must understand the color and layout, not able to get Photoshop can, do network promotion must have a certain style of writing and netizens entertainment in the inside , is not able to type the person can do the network marketing.

More important on the one hand is: the competition is not the same as the professional needs of the same, the store is facing only the regional service competition, while the Internet is facing the city, the province, and even the National Service competition. In the past in the store anyway in the region to do excellent there are passenger flow door-to-door, must now have a certain service advantage in the national market may be a steady stream of loyal customers to buy, so, each link must require specialization. It field every day has new things to produce, the promotion means unceasingly renews, the procedure detail function unceasingly appears, a post can continuously follow up the network pace in the full-time position, can renew and surpass unceasingly.

Advice: More about professionalism than versatility in the hiring process. Employing links to more consideration in the professional field of continuous improvement, so that he has enough time and space specialization, rather than constantly expanding their unprofessional business, so in fact, does not cost savings.

3. Decision FORM:

This is actually the traditional investment boss and CEO, professional manager communication between the problem, depending on the investor and CEO trust issues.

The traditional boss's success in the past years in their familiar areas of independent determination, in addition to the strategic, even operational details, in the customer service details grasp, in the big customer relationship sales negotiations, these are indeed its success, and then on the Internet project, found a lot of things they can not grasp. All the subsidiaries have always been the boss of the business, and in the traditional field The boss's judgment is indeed very forward-looking. But in the mutual network projects in several views and network leaders inconsistent time, his heart began to itch, then is anxious, "E-commerce is not to use network means to do business," is essentially true, but the boss does not understand the operation of the form and thought there are many differences. The boss started to make his own noises about the interface and even the details of the Web page, the boss's intention is to stand on the consumer side of the individual to express personal simplicity, but the boss's voice is often not equal to the opinion of ordinary customers, the new project department all the resources must be around his change of thinking began tinkering, the network began to become Sibuxiang, The website in several times and the boss opinion confrontation, in order to save trouble no longer adhere to focus on customer demand and set, start around the boss's preferences and set. Professional managers can state their views, but implementation must obey the boss's advice, because the airborne network director since the completion of the network "Shang"-six months to one year are in no negative profit stage, its voice is getting smaller.

Suggestion: The professional manager and boss in the early cooperation of the full communication is very important, mutual ability trust is also very important, each have their own decision-making division of labor, in the initial stage of cooperation to clear their expectations.

Asked, "How should a qualified professional CEO establish a relationship of trust with a head office (a multinational company) or a boss (a private enterprise)?" ", after the experience of the storm, Tang June answered," Of course, I also pay attention to and headquarters to establish a good communication mechanism, that is, continuous communication, and constantly communicate with the headquarters, while establishing a number of personal trust relationships, so that more resources and support can be obtained. ”

4. Financial resources:

Pragmatic and stable is a lot of traditional bosses in the traditional industry for decades not fall in the important magic weapon, and faced with the challenges of the new economy, the initiative to choose to enter the Internet time, gradually found to profit or make a large platform, the need for large capital entry. For a long time, the boss spends his own money, spends his family's money, and rarely introduces other investments or shares. Faced with the impact of the internet waves, traditional bosses often have a taste, or hesitate to linger in front of the new economic wave. Now many domestic bosses put internet projects in a wholesale business companies, hoping to be in the traditional sector of the year's profits to feed the Internet project investment is too conservative, so network projects certainly do not.

Suggestion: the traditional channel enterprise enters the Internet to form the superiority platform in the vertical domain, the boss must accept some capital operation, the project packing concept.

Network business can be small, small words can be opened first Taobao shop, price and service advantages can be; big words to build an independent website, to form innovative models to guide the new consumption concept or consumer platform must have a big investment.

5. Internal resource balance:

On the day of the launch of the website, the boss must balance the network and the traditional departments.

The development of the website must rely on the internal resources: the purchase of resources, professional shopping guide resources, price advantages, the promotion of resources ... One side is more than 10 years of meritorious service, while representing the future development of the hope of new project leaders, the boss began to be difficult to balance, one side is relatively stable cash flow, while the profit prospects are still need to spend the investment department. After three or six months, when the enthusiasm of the boss to support the new project begins to abate, it is time for the website to change again.

Recommendation: Traditional bosses need to be patient with the payback cycle for new projects. Think well then go all out to do, with a test mentality to do a mature E-commerce independent site is difficult to test the results. and professional managers must also give a phased planning and implementation evaluation to the boss in order to have a reassuring.

Just as the experience of online shopping and traditional store shopping is different, e-commerce and the traditional mode of operation of the idea is very different, has made great achievements of the traditional business owners want to be in the new field again, to create a leading situation in the enterprise internal culture and its own management ideas also need to have some changes. Wish you all the way! More exchanges and advice, qq:20588456, focus on the author Weibo: Http://t.sina.com.cn/gefeel