For the traditional business of physical sales, their online path is relatively more difficult

Different from the service industry from the line to drain consumers to the line down consumption of the O2O model, for physical sales of traditional enterprises, their online road is relatively more difficult. FMCG products are most of the consumer's daily necessities, consumption is very high, but the amount of each consumption may not be very high, this is a typical low-frequency low consumption.

Some time ago I in XX paper such a very traditional company has been about 5 days, basically have a certain understanding of the enterprise, here want to say about the fast consumer goods enterprises to the line may face problems. (Note: Eliminate advertising suspicion, specific enterprises here with XX instead)

Not every traditional enterprise is suitable for the electric business Road

For the electronic business of the physical sales line under the traditional enterprises, whether it is suitable for the road of the electric business, in the author's opinion, the most important thing is that the sale of products have a clear, recognized standards and norms. XX Paper Company, sales of mainly about "paper" goods, according to my understanding can be divided into: facial tissues, napkins, household roll paper, business licensing paper (Common is McDonald's, KFC, such as the chain of food and beverage enterprises provided by the napkin) as well as commercial paper (large shopping malls, toilets toilet paper, table paper, etc.). Each paper has its own specific specifications, online sales consumers can easily find what they want.

The vast market does not represent a huge online demand

The biggest difficulty of the traditional enterprise is the change of the entrepreneur's thinking, which will directly affect the enterprise's support to the online business, which is the most important factor in the consumer's online demand. The concept of fresh electricity quotient, like being fired more hot, people take food as the day, the fresh market is also very big, but the consumer whether the demand of the cable consumption is a very worthy of attention. For example, my mother may spend 500 dollars a month on fresh birth, but she will never become online consumption of that part ~ ~ ~ for a traditional enterprise, we must investigate the market in advance, and then put the corresponding resources, if blindly into the market, In a moment when consumer habits have not yet been nurtured, it is likely that they will lose their cost.

In the case of unfamiliar market, it is safer to cooperate with the platform.

When I was in xx, I learned that the strategy of their electric dealers is relatively conservative. XXX in Beijing, Shanghai, Guangdong have established an independent electric business sector, the electrical business departments do not have to be responsible for online sales and marketing tasks, but through and Jingdong, Xun, 1th stores, such as mature electric platform cooperation, to take a direct supply of the platform for the way. This on the one hand reduces the enterprise operating costs, on the other hand also put an end to the traditional enterprises because of the Internet is not familiar with the blind follow-up. In my opinion, no matter what the enterprise is for the purpose of the need to enter E-commerce, must not follow the concept of the layout of the electrical business, but to target their own current stage of deliberate action. At present, the electric business channel is only a simple supplement to the existing channel for XX.

In the author and XX electrical business Department in charge of the process of communication to understand that XX actually attaches great importance to the online business in the future development, but they are to the electric Business Department employees how to choose very tangled. On the one hand, employees within a certain year of internal work, may be relative to the external recruitment of people, corporate culture, enterprise products and a variety of processes more familiar, can be faster to describe their products to customers. On the other hand, they are very puzzled whether these internally promoted employees can adapt to the high tempo of life under the Internet electric business environment, the kind of thinking under the traditional line cannot be changed in a short time. There is also a very interesting thing, here also want to say, XX Electric Business Department's recruitment standard is, need to be familiar with the Internet, do not emphasize whether have offline experience, in their opinion the line of business must be to understand the Internet talent can be better completed.

Internal IT informatization is the traditional enterprise can not tolerate the light

"6.12K/S, the equivalent of dial-up Internet" This is the author experienced xx internal slow speed, the speed test results. I am the department is mainly responsible for the major customer departments, such as FMCG enterprises mainly do or to B business, very few enterprises to sell their products, but most of them are selected to cooperate with the supermarket. The so-called Big customer Department refers to: Carrefour, Wal-Mart, Metro three international chain of large-scale business, as well as the Jingdong and 1th stores two online mall (note: This is the Beijing side of the classification, specific to other cities, the author is not particularly understanding).

A total of only 3 computers in the department, the meeting every day may be a short period of time will be more than 10 people need to use the computer, the computer network speed is extremely slow, equipment extremely aging, often open an Excel document will take several minutes, this situation will need to wait for a long time. In the author's opinion, this is a great impact on the internal efficiency. Salesman and customer communication process, the sale of products in a specific period of time may take different strategies, such as gifts, discounts, supermarkets inside the stacking head placement, posters posted, these need to go through the upper leadership of the agreement, access to the internal resources of the enterprise support. But these steps are not directly on the line to complete the process, currently in XX This is the main walk or offline process, a simple gift issuance application form need to go through the 4~5 upper leadership of the signature can be completed. This rather sophisticated bureaucratic system, as well as the low level of it in the enterprise, is a huge mishap for the fast-responding electric dealers, which may make it difficult for companies to cope with the changes in the market.

The challenge of different price system under line

E-commerce will often give manufacturers the price system to bring great damage, a lot of electricity dealers hit the price war, and even sometimes take a bloody preferential way to attract consumers, which makes the line of goods tend to be cheaper than offline, which often may lead to the line under the channel of strong opposition. Take XX For example, in Jingdong, 1th shop This kind of electric business platform on the price is more favorable, XX is for the electric business platform provides a variety of offline completely without the super discount outfit. For XX, the user buys the paper the consumption amount is not very high, but through this kind of oversize packing often can let single consumption amount raise up. Under the line, this kind of oversize packaging for consumers, may be taken home from the supermarket is a very cumbersome thing. How to let the balance line and the conflict between the line, how to eliminate online mode on the offline dealers may cause the impact of products and prices, these are XX urgent need to consider the problem.

Online channels are of great significance to FMCG enterprises

This is a difficult question to answer, some enterprises have succeeded, and some enterprises even under the line business can not maintain the advantages, for many enterprises to the online has to. Take XX, paper products are the daily necessities of consumers, has been deeply in all aspects of life, but the market competition is not less intense. Toilet roll paper, consumption of the largest tonnage, but the lowest margin, xx in this field in the industry's first position, but it is not commendable things. Because the non-roll paper (napkins, tissues, wipes, sanitary napkins, diapers, etc.) sales accounted for is not very high, and relatively its biggest competitor "Heart" in the non-roll paper market can be said to shine, the main consumer groups also have a strong pertinence.

Such traditional enterprises are difficult to form a national monopoly advantage, but can be in a region to form monopolistic advantages, such as the Beijing side of XX paper market share is very large, and Wuhan side of the leading edge is obvious. Completely through the traditional channels under the line, has been difficult to penetrate the other side of the market, more than 10 years of competition basically makes the whole market pattern will not happen too big changes. The only way to change the market share of the X Factor is the online sales channels, the line is different from the main line to B, which is mainly a to C, can make the product of the enterprise directly can be sold to consumers, but also to eliminate the regional monopoly factors. For now, the annual total sales of both heart and XX are increasing, because with the increase of the amount of paper used by the Chinese people, the market share changes are very small. How to enlarge the influence in the market, now in the author's opinion, online channel is the fastest shortcut.

Traditional enterprises of the road is only just beginning, whether the line has the channels, suppliers, logistics and other advantages into the advantages of the line, this is still a long way to traditional enterprises. Online business is relatively unfamiliar to the vast majority of traditional enterprises, in the future can truly adapt to change enterprises can be successful.