How large commercial retail enterprises enter the field of electronic commerce

Today, with a number of large commercial retail companies, store executives to make a discussion, I felt deeply: a big integration of the era has come.

If we still talk about the meaning and necessity of the combination of the traditional industry and e-commerce, it has no meaning, 4 years ago, we are proud of the business model, now has become common sense (common sense). I believe that the bosses of the traditional industries, who have been opinionated many years ago, are eager to feel that they are not on the Internet for whatever purpose and motivation. This is an era of change, it will change the industry and the reordering of the industry, it provides a miracle of the weak to become a strong opportunity, but also brewing a strong weakened the tide. Bill Gates ' "The Future of the world, either E-commerce, or no business to do" quotes, but also to promote the changes in this era.

What I want to resolve here is: The big chain merchant is over enters the domain of electronic commerce The worry and difficulty where? What problems will you meet in the future? How to solve these contradictions? How to carry out online marketing with low cost, or efficiency, to achieve the goal of improving performance and brand awareness? Avoid some e-commerce companies through the Great Leap Forward, burning the money detours. This is not a theoretical issue, but a practical problem, must have many years of operation experience in commercial stores, understand the channels, agents, business interests, know what they are thinking, at the same time with E-commerce b2c2c rich practical experience.

First of all, let's look at the problems that big business will encounter when they go into e-commerce:

1, the price system is completely different

Ultra average deduction points between 20–30%, even if add some "can't tell" buckle point, brace dead also is 35-38%. And now online distribution platform, network business, webmaster, XX Talent, community, group buying nets, etc. their buckle point is also gradually rising, little add, many 30–50%, Some products also have twice times the price of the game rules, because e-commerce companies gradually meaning to their importance.

Because of such a huge difference in price system, the traditional ultra do not have enough profit space to play according to the rules of the game of electronic commerce, so some tricks, advantages and resources of e-commerce enterprises have no meaning for ultra.

2. How to solve the relationship between the ground shop and the online shop?

One concern: How are the prices of the two stores priced?

According to our current experience, the online price is 10% cheaper than the ground shop.

The second concern: will the online shop reduce the sales of the ground store?

According to our current agent of the import of Mochat coffee sales can be clearly answered: there will be no impact. We have done research on this point, and concluded that a convenience store has a customer repeat of about 3-5 people, so there is no need to worry about online conflict, instead we believe that we will promote the overall sales performance.

3. How to solve the logistics problem

Home appliances such as the national chain stores, such as Gome, Suning, and so on, their value is higher, so you can share the freight, logistics is not a problem, but the freight, the profit level is different.

But for department stores, food-oriented ultra (such as Tianhong, Wal-Mart) to see, small goods, some goods value than freight is still low, how to do?

In fact, this kind of business super can be resolved: 1, if it is off-site, you can let the local chain stores to ship, the local chain stores as a ground experience shop, fully play the advantages of the ground chain. But the premise is that the ownership structure of each store is the same, otherwise the profit distribution will be a cumbersome process of determination. 2, combined into a set to sell, improve the value of products. 3, must give up some products online sales, to know that many products can not be online sales, especially some food.

4, online promotion costs

There is often a misunderstanding: that online sales save the rent of the store, so the cost of online marketing will be low.

I would like to remind that: in fact, the cost of online promotion is not low, if the traditional bank owners because they want to save the cost of sales into E-commerce, it must think twice. Here is a not necessarily accurate statistics: a mobile phone online promotion cost of about 250-300 yuan/Taiwan, this shows.

5. How to redefine the relationship with suppliers

The former supplier to Ultra can only do, but ultra once into E-commerce, suddenly found that suppliers are also competitors, because many suppliers have their own shop, and it is obvious that most buyers will buy from suppliers, shops, and not business Super E-commerce platform to buy, Because most buyers don't want to be ultra, the resource advantage of the other is gone.

6, not only understand the traditional business super operation, have knowledge of e-commerce practical high-end talent very few.

So how can a trader adjust its strategy?

1, the first thing to solve is the problem of profit space

Now some smart Ultra this solution: Paste their own brand, from the former supplier of OEM products to their own online mall sales, it can increase the profit margin. But this limitation is larger, because it is very simple: can not tens of thousands of kinds of bar code do their own, that is, the type of products must be limited, this is not feasible for department stores, food supermarkets, can not form a scale.

Through 2 years of imported coffee line under the sales experience, I think at least two strokes can solve most contradictions:

1.1 with the supplier to negotiate prices, so that suppliers to reduce prices: in fact, suppliers are willing, because the supplier has omitted the bar code fees, admission fees, knot fees, holiday fees and other incidental expenses, most businesses at least add, both sides are willing. With Maori space, you can do it.

1.2 Through the in-depth understanding of e-commerce and tax law, reasonable and reasonable to reduce the tax rate.

1.3 Identify your customer base: to know that any business can not seize all customers, ultra must not expect the Internet through the SEO, online marketing, keyword ranking and other methods to open up completely do not know you, completely did not consume in your shop, although you do not hesitate to do the best to rank first also no use, so difficult, And the cost is quite high.

The best way is to: through the management of the customer, strengthen the care of the old customers, inspire those who know your shop, and do not have time to shop in the customer base, such people must be more than the actual shop to buy goods 5-10 times more people, this is the lowest cost, the highest effect of online promotional means, and this is not difficult to do.

In short: Enter E-commerce is very necessary, but to find their own, resist the flicker, adhere to their own.