How deep does the traditional enterprise enter the electronic commerce water

I. E-commerce has become a new form of social retailing

(a) foreign e-commerce development has been similar to the department store

1, the United States E-commerce is close to the general merchandise industry

The United States is the first e-commerce development of the country, the current growth trend of e-commerce in the United States is still very clear, has been close to the department store business. Kham, an analyst at Goldman Sachs, believes there is still a lot of room for growth in E-commerce in the US, which has begun to enter the mainstream economy. At the top of the list of US consumer retailers ' turnover, other than Amazon, all of them are traditional companies, with Amazon leading the largest chain of Wal-Mart, the second-largest chain, Sears Group, which has already launched the online retail business.

2, Japan E-commerce follow-up The United States has also been close to the department store business

Japan's E-commerce development closely followed the United States, the current development of E-commerce in Japan has been a steady upward trend, and its development has been close to the department store business. Many well-known Japanese enterprises such as Sharp, 7-11, Toshiba, in the use of traditional ways to attract many consumers, but also began to use network resources, through E-commerce, effectively improve the enterprise management, inventory management, customer management and online procurement efficiency. Driven by these enterprises, more and more enterprises to carry out e-commerce business.

3, the Korean electronic commerce has surpassed the department store mode

Closer to neighboring Korea, E-commerce development is extremely rapid, the current Korean E-commerce scale has exceeded the department store. In South Korea, traditional channels and online channels parallel shopping sites are growing faster than pure internet shopping. A large number of traditional enterprises have done e-commerce sites, ranked in the top ten include the most famous department store group Lotte, New World and Agincourt, online shopping became South Korea's second largest commodity distribution channels.

(b) The development of the supermarket industry is the model of the development of Chinese e-commerce

1, the supermarket industry is neither a scourge, nor fragile, is an important part of China's social retail

The evolution of the retail industry has undergone a journey from the market to the department store, then to the supermarket, to the chain, and finally to the current e-business. In this course, the supermarket as a kind of operating mode was born in the United States in the 1930s. The emergence of this new form of business, the impact of traditional department stores. In China, the first supermarket in 1983 opened in Haidian District, Beijing, the beginning of the opening of people just with a curious attitude to see, but then the domestic supermarkets springing up. A few years later, a group of world-class supermarkets such as Carrefour, Wal-Mart and other successively into China, at the same time, there are regional monomer or chain supermarkets, such as Shanghai Hualian, Wuhan in the hundred supermarkets. Since then, the development of supermarkets has also entered a rapid development track, but also become an indispensable part of people's lives. It turns out that the development process is neither a scourge nor a fragile one, but gradually grows into a new and powerful business. And in that period dares to do the supermarket the individual or the enterprise, then becomes grasps the retail development opportunity the batch.

2, E-commerce business is not a scourge, but not fragile

E-commerce is accompanied by the rapid popularization of the Internet and mobile technology in the mid-90 of the last century. Less than 20 of time, E-commerce is all-weather, the advantages of the whole region, breaking the physical retail industry "channel for the King", "Lot run-off" law. Customers regardless of national boundaries, shopping day and night, a large number of streaming customers in the traditional retail industry, its transparent information and increasingly fierce price war, but also constantly impact on the traditional retail price system, which led to traditional retail sales channels and price system of reflection and change. More and more physical stores began to net, through the line, the line of the business strategy, and successfully realized the transformation.

3, the present stage is the opportunity inflection point of electronic commerce development

As a new business state, electronic commerce not only changed the human life style to some extent, but also shaken the traditional business model with hundred years history, which brought great impact to the traditional retail market, and triggered a new round of changes in traditional retailing industry. Although the traditional retailer's e-commerce start is later than the pure network retail enterprise, the innate advantage can make the traditional retailer occupy the important position quickly in the electronic commerce, and profit from it. After a steady stage of development, now there are at least 1 people in the 5 urban population in the network shopping, and the proportion of the growth trend, now will enter the rapid development stage, it can be said that the traditional retail industry is now able to carry out the electricity business, will determine the future development of enterprises.

second, the traditional enterprises to enter the electronic commerce in the end how deep the water (a) the traditional enterprises to do electric dealers drown the probability of how much?

First of all to see how traditional enterprises to enter E-commerce success rate. Chi Xin Network Technology Co., Ltd. Research center through long-term Observation and analysis of China's retail industry 100 and China's top 100 brand value of the enterprise test water e-commerce situation, the following data are obtained:

(b) How deep does the traditional enterprise make the electric Shangshui?

It is appropriate to look at how much the traditional enterprises spend on the electricity business. Reference to the "People's Republic of China SME promotion Law" and "the State Council on further promotion of SME development," the definition of enterprises of different sizes, Chi Xin, the core team based on years of experience in supporting traditional business operators, analysis and summary of the different scale of enterprise investment and target sales, as shown in the following figure:

(iii) How urgent is the traditional enterprise to make electric Shangshui?

Traditional enterprises to do electricity, success or not fully rely on capital investment, but also need to consider the following three aspects of whether the conditions:

1. Team and professional human resources

The development of E-commerce, the demand for talent is facing unprecedented challenges, E-commerce on the enterprise human resources management will also have an important impact. In the case that e-commerce has become an unavoidable business model, it is one of the key links for enterprises to successfully develop e-commerce and solve the bottleneck of talents, especially the senior-level compound management talents. Therefore, the enterprise completes the Human resources management strategy, develops, attracts and retains each kind of electronic commerce talented person, is an imminent task.

(1) The rapid development of the industry, E-commerce Human resources total gap is huge. Some experts predict that in the next 10 years, China's E-commerce professional talent gap at least 2 million, this figure does not include the entire e-commerce ecological chain of many positions of talent needs.

(2) The training system is weak, the actual combat ability is seriously deficient, which is not enough to support the talent demand. As the main training channel of the university education, almost every university has opened E-commerce major, but in the training process, there is no e-commerce practice direct or indirect experience, often on paper, completely unable to apply. The author once recruited a domestic famous university graduate of E-commerce doctor, speak up eloquent, but actually do not even the most basic common sense.

(3) as a supplementary channel of vocational education, because of the lack of teaching system and teaching practice accumulation, can not really bear the relevant training work, especially in the middle and above the e-commerce talent is even more so. Nationwide, the large-scale development of e-commerce training only Taobao, training is mainly concentrated in the bottom of the operation, and most of it is used for Taobao own system, to alleviate the social supply and demand contradictions play a decisive role.

2. The mode of thinking of leaders and resource providers

(1) Leaders must change their thinking, the successful experience of history is the obstacle of innovation

There are essential differences between the operation of electronic commerce and the operation mode of traditional industries. More traditional, or a little more new thinking, the balance between the two, determines the probability of success of E-commerce. E-commerce focus on the accumulation of more customer data, the development of new sales channels and uninterrupted quality customer service, while paying more attention to network marketing and customer experience. The traditional enterprise managers and decision-makers do not understand these concepts, not in the enterprise operation process to use these modern business philosophy to manage and operate enterprises, customer service.

(2) Return to distribution

At present, the electric Business enterprise commonly uses "the single goods management" pattern to carry on the control to the proprietary platform's commodity, but the traditional department store then adopts the pool model, this causes the most department store's electricity quotient platform to be difficult the line on-line coordinated development. "Single product management" needs to occupy more cash flow of retailers and manage millions of SKUs, which is a big challenge to the Chinese department store industry. If the realization of single product management, the Chinese retail industry is the biggest breakthrough, because to do the electrical business must be done single product management, so that the line can be integrated online.

(3) Online shoppers may be Martians

There is a certain degree of coincidence between the line boarding group and the offline passenger group, but it also shows their distinct characteristics, which has a great disparity with the offline shopping habits. The age segment of the line boarding group mainly concentrates on the middle-aged and young people of 18-40 years old, the white-collar workers and students mainly, this group of people is characterized by busy work, scattered time and other factors lead to less physical shopping time, so pay more attention to the network purchase channels. Their buying decisions are mainly based on Word-of-mouth reviews of the site or commodity itself, followed by promotional factors. Their living habits are simple, fast, and expect one-stop shopping in place. And when spending online, the target is not clear, the desire to be guided.

(4) Single is king, the PSC strategy is winning

E-commerce is not on the surface you see through the Internet to sell goods so simple, in the commodity strategy, need to go through a large number of data collection, and determine the correct model, through the operation, screening, verification process:

First, to determine the commodity selection mechanism, from commodity attributes, commodity latitude, market sales, industry future and leading enterprises and other five levels of screening; second, the whole network data collection, collection of major network platform related categories of commodity information, sales of goods, sales, turnover volume and other data , in order to avoid the difference of data structure and parameter inconsistency of Internet platform, for various types of Web sites using different structure of the collection system to carry out data collection operations; Thirdly, the data environment will be adjusted and simulated to the same data environment, and the dynamic matching of each dimension So as to reflect as real as possible the quality of the commodity categories under the same conditions, to provide a credible reference; Finally, the regional weighted quota sample collection and data scale will be weighted according to the social and economic statistics and the annual latest Netizen data published by CNNIC, which is more in line with the macroscopic consumption environment. Through the Cooperative Research Organization data sharing and the revision Cooperative Research organization statistical analysis data, revises again, thus more conforms to the market environment.

The best products are obtained through the PSC strategy, which provides a scientific decision tool and data reference for the customer group and business positioning, as well as the daily operation of selection, pricing, display and promotion, to see if the product is suitable for online sales and how to operate the price segment and what price strategy to take.

(5) Marketing to the customer's heart

Traditional media is hard to purchase the means of advertising, E-commerce can also use this way, but crazy hard to bring some of the rigid advertising returns, Eric data show that there are 3.4% customers, jingdong turnover rate of only 1.9%. Most of the electric business platform can not withstand the day "burn" the promotion way of gold bucket.

On the other hand, we want to see that E-commerce is no longer the acquisition model of traditional platform, it is a better interactive platform, through this interactive means can be used to generate a marketing approach. The generative mode can be used as the parameter of the consumers ' effective information in the marketing process, form the marketing content, or decide the control transfer of the marketing way. This way can timely grasp the market trend, and user needs and psychological more consistent.

(6) No trace of solid water flow, electrical business wind over stay fragrant

Traditional enterprises for the customers who enter the store, what shopping habits, what products to buy, and so a series of actions can not be defined or predicted, and E-commerce is different, when the user on the E-commerce site has a purchase behavior, from the potential customers into the value of the site customers, E-commerce Web sites require a high level of data utilization and processing capabilities, the user's transaction information, including the time of purchase, the purchase of goods, the number of purchases, payment amount and other information stored in their own database, for these users, we can based on the site's operating data on their trading behavior analysis, estimate the value of each user To expand marketing possibilities for each user. Through customer purchase behavior analysis, such as RFM model, member clustering, member life cycle analysis, active degree analysis, the use of these accurate analysis of operations to play a supporting role.

3, take the right career development path

Phase I: Strategic planning Phase

Phase two: Deployment implementation phase

Phase III: Operation and continuous optimization

three, water depth or shallow, after all, to the river (a) traditional enterprises can not give up the supermarket, but should not give up the electric business

Retail industry is now in the course of the changes in E-commerce, most traditional enterprises have competed in the field of E-commerce, and this momentum with the development of the market has brought more vigorous trend. In this trend, the traditional enterprises to successfully enter the field of E-commerce, in the future or will be decided to win the second life of the benchmark.

1, conform to the information tide, adapt to the new business state

As once the supermarket development, experienced the fusion of the market, only seize the opportunity in the transformation, timely acceptance and adapt to new, viable business, to win the market.

Now E-commerce gradually grow into a mature industry, the traditional enterprises involved in E-commerce is not only the needs of the enterprise itself, but also the whole industry market, policy and the common needs of end-users. Therefore, the traditional enterprises to enter E-commerce, is to comply with the development of the industry, it also means that it pushes the entire market economy into the information flow stage.

2, whether to carry out E-commerce determines the enterprise's core competitiveness in the next 20 years

In the information environment, the decision of the huge amount of information, and the speed of communication is very fast, the corresponding, user needs are diversified, and change quickly. Traditional enterprises in the response to the fast-changing market, the old way to follow can only lead to complacency and customer churn.

The new business of E-commerce, with the development of market economy, for a large number of unexpected events can quickly respond to the latest user needs, according to the data analysis of future trends. In the specific sales implementation, the use of E-commerce mode, large-scale purchase orders or product warehousing and logistics processing process, the end customer only need to order on demand, it can be the first time to complete the transaction process information processing. Obviously, the adoption of E-commerce will bring about the improvement of operating efficiency, so that enterprises get more business opportunities and development vitality.

3, 1/10 of the cost, 2.5 times times the return on investment

The high efficiency of e-commerce helps traditional enterprises to solve their own problems in capital, benefit and regional business development. According to the author understand, the current traditional enterprises in operating costs, invest tens of millions of dollars, various entities operating costs occupy most of the space, cost recovery for many years, and these costs if the use of E-commerce model, it can save a lot of capital costs, but also to expand the business scope of the enterprise, rapid access to investment returns.

No matter from the development course of the retail trade, or from the present situation of the enterprise itself, the traditional enterprise entering electronic commerce means that the enterprise itself is related to the development of the information mode, which has a positive meaning and inevitability to promote the overall informatization of the enterprise.

(ii) Traditional enterprises to enter E-commerce is like a pony across the river

1, for some enterprises, water depth, for the other enterprises are not deep

Shallow water depth depends on the enterprise to their own situation, complete the field of E-commerce across. According to the nature of the enterprise, Enterprise Development Strategy planning and the adoption of business model, traditional enterprises to enter E-commerce can not be generalized, the actual situation is, for some enterprises, water depth, for other enterprises are not deep.

If the traditional enterprises in the human resource reserves, the leadership of the thinking of the new business situation can not be liberated, the water will be afraid of water, and show the attitude of the water, this gesture will no doubt be able to adapt to market changes, thus losing market penetration opportunities.

If the thinking mode of the leader and the resource provider can follow up the electric business environment, and also have the professional human resources, and have clear path planning of e-commerce development, these will actively promote the transformation and development of the enterprise in the electric business industry. Excellent team, clear thinking mode, the right path, will be the advantages of enterprises into the electric business industry, in the electric industry wave, for these enterprises, can swim freely.

2, need to be like a pony across the river, the actual, first water, stones

At present, most retail enterprises are also stones after the launch, which is a very good phenomenon. A pony crosses the river, only to know the depth of water before it is launched. First go to the water, to explore the way, and then forward.

After launching, combined with the nature of the enterprise, the actual situation of the enterprise, such as the industry, operating products, team characteristics and advantages, in addition to the technology, operation, promotion and many other difficulties, as well as the traditional enterprise fixed thinking mode of influence. In the process of moving forward, perhaps because of the favorable side of policy or the grasp of opportunity, just start relatively smooth, of course, may also be the case just the opposite, the water will encounter rapids or reefs, these are to have a good idea, smooth, analysis of the reasons for the smooth, to ensure healthy development posture, encountered problems, timely find the problem and solve. Overall, enterprises need to make full use of traditional advantages, play team advantages, at the same time, and can jump out of the traditional concept, the first water, with stones posture, to find suitable for their own sound model of the river.

3, need to have a guide to help, find a professional service company, in order to safely quickly across the river

For the net, and not familiar with the electronic commerce of the traditional enterprises, E-commerce is indeed a revolution. To find the enterprise's own business model, the lack of internal electrical business professionals, these are facing difficulties, if the platform, operating services, such as direct outsourcing, professional low-cost, Low-risk E-commerce tailored solutions for the service company is a good way to remove obstacles.

First of all, professional service companies have strong development capabilities. Traditional enterprises, whether traditional brands, channels or retailers, to build their own E-commerce platform, will involve the development of technical capacity and lack of experience, capital scale investment, high risk.

Secondly, the platform will be involved in the complex and complex operations, the operation is not familiar with the network of traditional enterprises means that the investment in the electricity business to become a burden, can not achieve profitability, or even face the risk of investment into the stone.

Finally, can make full use of professional service providers of network marketing advantages. Traditional enterprises have long been accustomed to the offline channel, online promotion and network marketing is unfamiliar. Professional service provider long-term focus on the electrical industry, to professional network marketing team for accurate marketing enterprises to provide basic data analysis, to achieve efficient brand communication operating objectives.

In the absence of human resources and lack of experience to enter E-commerce, with the help of professional service company's stable and mature professional development team and rich experience in successful operation, can help reduce the cost of e-commerce development of traditional enterprises, improve operational capabilities, reduce investment risk, which is the best choice for safe and fast crossing the river.

Author Introduction:

Jin Xin, China's leading E-commerce leader, national experts. Zhi Xin and the public (e-commerce direction), Zhi Xin Yu Jie, the founder of cloud mud technology. E-mail: service@ec-serve.cn, Welcome to Exchange.