How to follow the road of e-commerce in enterprises

2. Development trend of e-commerce

A, enterprises pay attention to the development potential, but ignore the cost of business

The number of domestic companies, Consumer-to-consumer and other electronic business models, has reached 24,620, up 20.1% from last year. Large numbers are traditional enterprises and entrepreneurial enterprises, the establishment of the Business Mall. Whether or not the enterprise in Taobao open shop, no matter how the store business, will not hesitate to build a business in the same period or another enterprise of the company, to bring long-term profits. It is also considered to be the face and symbol of the enterprise engaged in electronic commerce.

Problem: In the absence of strong brand influence, scientific marketing strategy, accurate marketing direction, user flow to the support of the introduction of the majority of enterprises since the establishment of the consumer, will be a fake.

B, traditional enterprises began to build their own brands

Production and processing enterprises, trade-oriented enterprises, electric business start-up enterprises, have begun to build their own brands. On the one hand, the independent brand has excellent price control and profit distribution rights, on the other hand want to create a brand online sales process, and then create an electric commodity card. Like the wheat bag, van, seven, green box, such as brands, access to market benefits can also obtain a huge brand benefits. Create a handed down brand, but also the dream of all enterprises.

To a shoe factory in Guangzhou as a consultant, the enterprise created a high, medium and low-grade three brands to meet the different needs of netizens. Enterprises have begun to consumers of online consumer segmentation, thereby expanding consumption loyalty.

Problem: E-commerce is fully in the sale of continuous promotion of brand influence, although faster than the line to create a brand more quickly, but the online brand has an important problem is that, because the brand formed too much time, consumer loyalty is obviously insufficient. In particular, just registered new brand can only be called merchandise, can not be called brand, because it does not have the brand value, that is, the so-called market appeal. Most companies do not have the determination, team and executive power to create a brand.

C, the Government exerting force to promote enterprises to carry out electronic commerce

Guangzhou, Wuxi, Tianjin, Chengdu and other major cities have begun to focus on the construction of E-commerce environment, and the major cities of the Electric Business Association, government departments, investment departments to know after negotiations. Not only provides a good office environment, there are very good tax policy.

In order to attract the power business enterprise's entry, some cities also provide the free office place, even provides the free office and the computer and so on the tool.

Question: For the one or two-line city, logistics is not a problem. The most critical problem is that, because there is no benchmarking business enterprise, the overall e-commerce atmosphere is insufficient, so a large number of talents are lost to Beijing, Shanghai. This has led to the explosion of talent in the two big cities, but also the shortage of talented people in other cities. Director-level position, often do not recruit people. And the next step will be to unite many of the manufacturers, and some governments to talk about training and support enterprises cooperation. At the same time as a consultant, a number of key to support the enterprise's mid-level talent as a disciple of ideas, for local enterprises to train talent.

D, using on behalf of operators to become an important means of enterprises

In addition to Beijing and Shanghai, including Guangzhou, Shenzhen and so on are a shortage of electrical business talent. Traditional enterprises, whether engaged in business or Taobao shop, or engaged in brand packaging and network promotion, almost all difficult to recruit the appropriate talent.

To provide e-commerce as a whole generation of operations, group purchase on behalf of the operation, Cat on behalf of the operation, distribution on behalf of the operation of various companies and teams, there are tens of thousands of families. can provide enterprises with one-stop electronic business services, including some of my good friends, but also professional to do Taobao on behalf of the operation, I am in the brand for enterprises to operate.

Problem: Most of the enterprises or teams that provide on behalf of the operation, only have the operational capacity of E-commerce, does not have the market resources of the electricity business. For example, a representative of Shenzhen operating company, most employees are once engaged in Taobao shop customer service, technology, art. However, they do not have from Taobao to obtain policy support or flow support energy, also do not have the ability to often participate in a good deal, gold, daily specials and other environmental energy. Only rely on the natural flow of the shop to attract consumers, plus taobao promotion costs are also rising. The chances of success are low, but the cost is high, which is what we often say.

However, it is difficult for companies to distinguish the contract from the quality of a generation of operating team. Because like my good friends, these have some special contacts or resources of the company, they provide the electric business is never publicity, only a few friends in the circle know. And they can only serve several enterprises at the same time, in the face of millions of of traditional enterprises, can serve the enterprise can only be a very small part, this is also the problem of asymmetric information.

E, the traditional enterprise test water and electricity merchants preferred Taobao

Taobao and Cat market share of China's network transactions accounted for more than 85% of the total amount of traffic per day over billions of IP, daily turnover exceeded billions of yuan. Strong popularity and market space, attracted to the electrical business is still unfamiliar with the traditional enterprises to pick up the first bucket of gold dealers. Also want to create a sound reputation Taobao Amoy brand, and even the national reputation of the electric commodity card.

Problem: Taobao's various cost times long, especially the promotion costs doubled. Do not pay for publicity Taobao shop, by virtue of natural flow can not make online shop survival. Tens of millions of C shops, competition is extremely cruel, product homogeneity serious. And fakes are still rife, with low prices attracting netizens. In the premise of not testing the quality of products, some consumers can only rely on the instinct to choose low price products, resulting in a lot of authentic sales are not high. Price before, difficult to argue true and false, is the real brand store the biggest confusion.

Cat Mall now has tens of thousands of business stores, the real profit of less than 10%, most of the day cat shops are at a loss to maintain. Day Cat Mall also can not act as a manifestation of corporate or brand authoritative representative, of which product prices are still a wide variety, the quality of the atrazine. To jewelry as an example, even the day of the Cat Mall, the search leaflets rosewood and Kim Snan these valuable hand strings, are also hundreds of yuan a string of counterfeit goods, almost no genuine. The reason is that most of the fake, because and some professional collectors chat, these products are in short supply online, and some prices than directly sell small wood is cheaper.

Of course, this is just a phenomenon. The main thing is that tomorrow the cat is also the quality of the poor, not only fierce competition between enterprises, but also face the same category of inferior products impact.