How to design the operation mode for the traditional enterprise

E-commerce, in fact, is conducted on the Internet business activities. The business activities here are based on the Internet, including the online product mix, advertising, ordering, payment, customer service, logistics and delivery of goods such as sales, pre-sales and after-sales service, as well as market research and analysis, financial modalities and production arrangements, such as the use of the Internet platform for a number of commercial activities developed.

and the so-called consumer E-commerce, refers to the enterprise for individuals to carry out the general name of E-commerce activities, such as enterprises to provide individuals with online medical advice, online merchandise purchase. The trend of traditional enterprises to the enterprise is becoming more and more obvious: China Post, China UnionPay, Yintai department store, seven Wolves, Southern Airlines, Belle, Ping ' an, etc. many traditional enterprises to enter E-commerce.

E-commerce plainly, in fact, is a business transaction platform and mode, it is not so unattainable mysterious. The real difficulty lies in the operation and management, including market positioning, business model design, product mix, marketing propaganda, supply chain management, customer service, online cooperation, e-commerce talent and so on, this is the biggest difficulty of electronic commerce. Because they no longer rely on the traditional physical economic platform, but use the Internet and information technology to expand, so there is its own set of rules of the game. The key to the success of electronic commerce is how to master the rules of electronic commerce in the traditional enterprises.

The author of the traditional business and E-commerce research, the electronic commerce of the software and hardware, application layer and the concept of the front and back, and the operation and management of E-commerce business systems and methods to blend among them, the traditional enterprise to carry out the basic structure of business E-commerce is as follows:

As can be seen from the above diagram, the business E-commerce model, mainly includes the following seven major systems:

The positioning of electronic commerce;

business model planning;

Foreground products and marketing system;

Background supply chain system;

Internal management system;

Online channel conflict management;

Company system and electronic commerce system docking.

I. Positioning of electronic commerce

To do E-commerce, as the traditional business, as more and more in the field of E-commerce, more and more fierce competition, enterprises in E-commerce before entering, but also must be good business E-commerce and brand positioning, this e-commerce positioning includes three aspects: first, sell what?

With the real enterprise to do the first strategic positioning, E-commerce Enterprises must first ask themselves: "I want to sell what?" What am I? " Today's consumer E-commerce, in the "sell what" problem, there are many similar brands, different types of multiple brands, a single brand of different types of programs, each has countless enterprises or individuals involved in it.

As a new E-commerce company, your product portfolio must be clearly planned. Product line planning, you have to think about what your core competencies are, and how can you guarantee that you have an advantage over others? When the question is clear, you will know what you can do with E-commerce.

Second, who to sell?

Sold to white-collar workers, sold to high-income groups and sold to students, the business model is different. Who are our customers? What kind of preferences do these customers have? What kind of products do they like best? How do they usually enter our website or mall? What are their purchasing characteristics? What are their requirements for delivery time and speed?

Only by fully understanding your target group can you know who to sell and how to sell them.

Third, what value does the customer offer?

This value is not only the value of the product, I would like to emphasize the value, should be your core strengths or core competitiveness. For example: higher price/performance ratio, better and more complete product supply? Differentiated products or services? More powerful industrial chain control capabilities? Fast and efficient supply chain service level? Large enough?

Only these core strengths or core competencies, is the real value, but also you do e-commerce can be successful, can be successful and not be imitated by others and beyond the ultimate guarantee.

II. Business model Planning

To sum up, the traditional business enterprise business, according to its goal and resource allocation of different, mainly divided into three models, namely: Channel mode, brand model, platform model.

1. Channel mode

Many traditional enterprises involved in e-commerce, the purpose is only to open another new channel, E-commerce as a channel to operate. These include the leading brands under the line, the low number of offline brands and small brands.

This mode, enterprises can use E-commerce sales, Sales inventory or sell another set of product line. To achieve this goal, the first thing enterprises have to consider is how to solve the online and offline channels of the conflict problem.

On the other side, if this model is to be adopted, then the strategy of "leaning against the tree to cool the shade" is more applicable. Enterprises do not need to spend a lot of money to build their own e-commerce sites, but should be more use of Taobao, Jingdong, excellence, when, Pat Net, such as ready-made sales platform.

2, Brand model

The so-called brand model, is like PPG, BONO, where the customer prudential products in the form of an independent brand, for the network to provide products and brands for the marketing and promotion.

It is very important for enterprises to develop their own positioning and core competence by adopting this model. Moreover, the establishment of this network brand, it involves the entire system of E-commerce, enterprises to invest in the attention and costs, not as much as the operation of a physical brand difference.

3. Platform Mode

E-commerce platform model, is like when, Jing Dong kind of, not sales own single brand, but the integration of other enterprises of different types of products or similar products, integration of many brands and products in an E-commerce website platform for sales.

Now many enterprises because of the platform model does not understand, a come up to say I want to make like when and Jingdong E-commerce platform to sell a variety of products. They forget that this platform model is the most difficult mode, not the average enterprise can do well.

Because the platform model involves the same industry chain upstream, midstream and downstream, but also involves the integration of the upper and lower reaches of different industrial chains and different industrial chains, so, for the platform owners, how to effectively integrate these different industrial chain of the main body, its core competencies and resources are extremely large, the operation is very complex, The greatest test of the Lord comes from "control".

Vertical integration test is the enterprise depth direction of control, platform model Test is the enterprise in the horizontal to all kinds of resources, product coordination and balance. Tencent has a killer product QQ, so it can build a closed platform that is decided by itself. And later will be more open, integrated more information, services and applications of the new platform to cover those closed platform, this time, the owner can control the realization of the platform, for the owners, is the greatest test. Third, the front desk product and the marketing system

Excellent front-office capability, including excellent product positioning and portfolio capabilities, product display capabilities and category management capabilities, but also include marketing capabilities and customer value mining capabilities.

1. Product mix and display

Product positioning and product portfolio issues, is the previous article on "What to sell" problem. In addition to what to sell, also need to pay attention to product mix. Which products are the most popular products? Which products are the product of the product? Only by combining these different functional product lines can the value of electronic commerce be maximized.

and the product display problem, involves how to the influx of consumers streaming to the relative personalization of the page, and in the landing page is a perfect embodiment of the enterprise's core appeal and value transfer, good product display can improve conversion rate, but to achieve the conversion rate of increase in product prices, product sales, product evaluation, product photography, product description, The core value and so on all aspects need the big effort.

2, Network Marketing

The marketing of entity enterprises is very complicated in the aspects of brand shaping, brand communication and channel construction. E-commerce Network marketing, the same complex, how to use accurate and effective marketing promotion means, is the key to network marketing. Because the network promotion and dissemination, its cost and the line to do CCTV ads, the price is high and still rising (for example: shopping navigation prices from 180,000 per month rose to the current monthly 380,000, now the promotion cost of electric dealers increased by two to three times times. ), a little careless, it is possible to let the high promotion fee hit the water drift.

E-commerce most commonly used marketing methods mainly include: Portal advertising, client software advertising, search rankings, network Business Alliance, EDM Mail Marketing, BBS Community marketing, SEO search engine optimization, integration marketing, catalog marketing, event marketing, friendship links, blog microblogging promotion, question and answer marketing, video marketing, Authoritative encyclopedia marketing, soft text promotion, CPS consignment, Word-of-mouth marketing and so on.

In the beginning of E-commerce marketing, you must and all kinds of integrated E-commerce platform (such as Taobao) to establish some kind of internal contact, build interoperability E-commerce platform, so that these integrated E-commerce platform for your site to bring more passenger flow.

3, Customer Value Mining

Traditional enterprises know that the benefits from an old customer is far greater than the benefits of a new customer, while maintaining the cost of old customers is far less than the cost of developing a new customer, which is the value of customer mining (including the CRM system) the significance.

Do E-commerce, passenger traffic is important, but the conversion rate and customer unit price is equally important. In order to realize the synchronization optimization of the three, the management, service and marketing of the members is a core work of e-commerce.

Generally speaking, 3 months does not buy the registered user turnover rate will be more than 50%, 6 months does not buy the turnover rate close to 100%; On the other hand, the 3-month repeat purchase rate is below 10%, and the repeat purchase rate of 6 months is below 20%, which indicates that the enterprise's customer value mining and maintenance

Iv. Background Supply Chain management system

As we all know, the test of E-commerce is not only the operational ability of the front desk, more important than the front operation, should be the backstage supply chain management capabilities. Supply Chain management includes: Order forecast and production capacity, order Processing, warehousing cost management, goods picking and distribution ability, purchasing system, information system and so on. Among them, the most important procurement system, logistics system and internal information system.

1. Order Processing

Order Processing is the pre-processing link before the order is formally entered into the warehousing department.

Traditional enterprise internal order processing process, because the traditional enterprise is mainly paper flyer flow, or in the use of 3-5 single shipments, including financial statements, customer orders, statistics, bills of lading, stub list. And many companies must be signed by each department to be effective. This order processing process, more than single, many links, is bound to greatly reduce delivery time.

Therefore, the traditional enterprises to do e-commerce, must be in the internal process of order processing systems and processes to streamline, optimize and compress, to speed as the first standard.

2, warehousing and logistics management system

The traditional enterprise warehousing and logistics flow is the whole or into the whole of 0 out to the shelf, and E-commerce is the whole into 0 out of the hands of customers everywhere. One is a large number of small batches, one is Low-volume batches, and their operating procedures and rules are very different.

This involves the electronic commerce of the warehousing system and Logistics system configuration problem, is the construction of logistics, or the use of Third-party logistics, is the total warehouse, or build a warehouse? These all affect the efficiency and cost of the supply chain.

How to complete the online platform and the offline logistics distribution system, front-end platform display and back-end logistics management capabilities of the full docking, to ensure delivery time and quality of service, E-commerce warehousing Logistics system is a major test.

We can improve the daily volume and optimize the warehousing logistics system to achieve logistics distribution cost control:

2011, the third party logistics substantial price increase in 20–30%, coupled with the price of oil, E-commerce logistics costs will skyrocket, the logistics cost is expected to account for more than 15% of the total sales. In this situation, this is the E-commerce soft rib logistics link, will make enterprises worse.

Expert analysis: The cost of supply chain mainly depends on the warehouse cost and distribution cost.

First, the cost of the warehouse will decrease as daily orders increase. One SKU number of hundreds of thousands of standard midsize in the daily average of 300, out of the warehouse cost (warehouse leasing + Fixed Assets amortization + wages and benefits + hydropower Broadband Property + packaging materials + filler material + all kinds of supplies) in 10-12, more than 500 orders, will be reduced to about 10; After more than 1000 orders, can be reduced to about 8 yuan.

At the same time, if the order size increases, the distribution cost will be greatly reduced. In general, the daily average is stable above 2000 single, can be in the vicinity of the warehouse location or parcel concentration of several cities, the use of trunk Logistics + point to door distribution, distribution costs can be reduced by 30%; If the daily average is more than 5000, you can set up a warehouse in the order-intensive area, if each A warehouse can reach more than 2000, the cost of distribution will be reduced 20–30%; daily average more than, from the location of warehouses and key cities began to build logistics team, can be a one-time average distribution cost compressed to 5 yuan or so ...

3. Purchasing Management System

The basic content of purchasing management is to follow up the status of purchase contract/invoice, purchase warehouse/retreat of large goods, financial settlement and inventory inquiry and processing. It includes vendor management, purchase order management, and inventory management. And the core is that E-commerce enterprises must achieve e-commerce procurement.

The traditional enterprise that uses the channel mode, to do a good job of e-commerce, we must complete a set of new channel system docking layout, that is, how the arrival of the order, accurate procurement of raw materials and organization of production; the adoption of brand model and platform model of E-commerce Enterprises, upstream suppliers of procurement control and accurate supply, is a big problem.

The book Industry E-commerce Enterprise (when, excellence, etc.) through the request of the Ministry of Culture Unified Publishing house and its own system standards docking, from the procurement side to promote upstream suppliers to make changes. However, in other industries, suppliers and E-commerce enterprises use their own ERP systems are not unified, the difficulty is relatively large docking. In such cases, E-commerce enterprises must prove their ability to integrate with the scale, then, also requires suppliers to complete the procurement system with E-commerce enterprises docking.

4. Information System Docking

Traditional E-commerce companies, mainly in the electronic trade, but not to manage the entire trade process. This makes the information that the enterprise obtains from the electronic Commerce website, and the information obtained by the enterprise internal ERP management system becomes a separate state, the data cannot be fully shared, resulting in the waste of resources.

What is the ideal application state of E-commerce? "marketing department through the network ERP software can timely, accurate grasp of customer order information, and according to time, place, customer statistics product sales and sales speed, Through the processing and analysis of these data on the market prospects and product demand forecasts, at the same time, the product demand results feedback to the planning and production departments, in order to arrange for the early production of a product and the corresponding inputs to purchase. ”

Therefore, the traditional enterprises to do e-commerce, it is necessary to adjust the original ERP system, the external E-commerce and internal information system construction of the two skins organically integrated together to truly realize the enterprise's own real economy and network economy.

This integrated information system should also take the supply chain management software as the core, help the enterprise to link the internal business and upstream suppliers, downstream distributors/customers into a complete supply chain, realize the effective docking of business opportunities, and realize the interconnection of the purchasing and supply information of downstream enterprises, The management from the promotion of enterprise internal efficiency to enhance the efficiency of the entire supply chain. V. Internal MANAGEMENT System

Traditional enterprises to intervene in E-commerce, because of virtual business and traditional business in the quality of talent structure, management process, management model, performance evaluation standards and other aspects, there is a huge difference, at the same time, excellent internal management system is an important guarantee of the success of E-commerce, so, The departments, divisions or independent companies set up by the enterprises related to electronic commerce should adjust the organizational structure, workflow and standards, performance appraisal and other aspects in different ways from traditional business.

1. Adjustment of Organizational structure

If the traditional enterprise is only the electronic commerce as a new channel, then, the enterprise only needs to establish a specialized electronic Commerce Department, can cope with.

and other traditional enterprises, e-commerce as an investment layout, the future is to be made into a brand model or platform model, then, the establishment of specialized E-commerce division, and even set up a special independent company, and traditional enterprises to eat food, should be done by the organizational adjustment.

If you want to be an independent company, in addition to the HR and Finance departments, there will be 5 additional departments: Marketing, customer service, purchasing and logistics, technology and website operations.

Marketing Department is responsible for network marketing and CRM marketing; Customer Service Department is responsible for client services, improve customer satisfaction and order conversion rate, purchasing and Logistics Department is responsible for procurement, warehousing, logistics and distribution of tendering and management, to ensure punctual, high-quality delivery; Technical department is responsible for website construction and electronic commerce system technology docking and maintenance; The website Operation Department is responsible for the website product, the content display, the establishment website promotion activity and enhances the user experience.

In addition to the restructuring of the Organization, specialized E-commerce personnel is also a headache. "Traditional talent does not know the nature of the customer and the way the ads are put. and E-commerce personnel on the online crowd and interactive way of understanding, but lack of knowledge of products, "seven Wolves chairman Zhoushaoxiong said."

Traditional enterprises do the failure of E-commerce is due to the traditional way to do the internet, so, e-commerce talent is scarce resources, traditional and electric quotient of the dual-Habitat is scarce.

2. Working standard and process

Superb enterprise management is actually a system that can operate automatically, such as machine General inter-related system.

In the business enterprise management, taking the customer experience as the center, the internal management system with the goal of "standard, standard, efficiency and satisfaction" is the key of enterprise management reengineering.

Therefore, for the business process specifications, work standards of the norms, are enterprises need to spend the effort to standardize and standardize.

3. New Performance Appraisal System

Motivating and efficient individual/team performance reviews are critical to enable management processes and systems to function automatically. And the performance evaluation index of E-commerce is different from the traditional business. How to set up e-commerce performance evaluation Index? How to realize the effective docking between the traditional business evaluation index and the e-commerce examination index?

E-commerce In addition to sales performance, the number of visits, conversion rate, repeat purchase rate, user experience (out of the library speed, accuracy, arrival time, after-sales service response, etc.), are attached great importance to, they are important indicators of performance evaluation.

Six, line down the channel conflict

Traditional enterprises do e-commerce, due to the existing entity channels and terminals can not give up, it is bound to cause substantial channels and e-commerce between the collision between goods, disorderly price. Many traditional enterprises to enter E-commerce, the most headache is this, how to reconcile online prices on the line of the conflict? How to make the line on the offline channel seamless collaboration?

There are four existing methods:

1, different channels of different brands: Raleigh Home Textiles to launch a special Lovo brand for the online shopping, the Annunciation launched Bono brand, Shuaikang launched the network exclusive brand Connor and so on.

2, the network product differentiation: Some enterprises specifically for the network developed a set of different products with the entity channels, the result of the consumer does not buy the problem; Generally speaking, online selling products are easy to sell online. Belle Shoes will be the line of goods in the best-selling product style, combined with network customer needs, after the improvement (such as: Change the shape of the button, or change the color of the product, etc.) on the Internet dedicated sales.

3, the Internet to attract passenger flow under the order, offline distribution: Tata wooden door using online buy seconds to kill the promotion of the way, for the offline dealer terminal to attract passenger flow; the holy elephant floor is through the online customer orders, the local entity stores provide installation and after-sales service.

4, Limited time special sale: will promote the product one stall to sell, each time period, weekly or every day only for its member pushes a product, sells the end, this way may the dense shipment, and to the offline channel influence is small.

Vii. the docking of company system and electronic commerce system

1, compressed company process: The company's internal flow of traditional enterprises, the use of paper Flyer flow, the delivery of the use of including financial statements, customer orders, statistics, bills of lading, stub single shipments of 3-5, in this process, but also need to sign the heads of each department to enter into force. After the order, receive goods, warehousing, distribution, out of the library, distribution, receipt confirmation. This process can greatly reduce the response speed.

Boloni's boss has said that before they use e-commerce, just use the network to obtain customer resources, and then under the line store digestion, a year to do 400 million are very smooth. Later, they opened the shop on Taobao, all the transaction process must be completed online, so, an order will be involved in finance, sales, procurement, installation, after-sale and other 25 related departments, the results can be imagined.

Therefore, the traditional enterprises to do e-commerce, must be the traditional department of production and management processes to reshape, to compress unnecessary links, streamline the operation process to adapt to the sudden arrival of large number of orders online.

2, flexible production: the ideal state of electronic commerce, should be on-demand production, according to online orders to arrange production. For example: Lin Wood industry has basically done a flexible production, the user orders after the order, before the organization of production, 20 days after delivery, with Pettibone logistics, installation by the local outsourcing company is responsible for the wood industry in Taobao annual sales reached 200 million/year.

Summary：

E-commerce is the core of the competitive power, mainly reflected in the customer's perfect experience. This perfect experience, by the Web site access speed, response speed, response time, response quality, cost-effective products, value of commodity values, perfect return and replacement policies and after-sales service, security, such as the financial guarantee and other factors constitute. And these factors can be achieved, the entire system of enterprise E-commerce is a test, which includes the above mentioned in all aspects.