How to make electric business in traditional enterprises

For the traditional enterprises to do the electrical business, they need to start from the subdivision of the node, comb the supply chain of each link, this can have the opportunity to achieve beyond.

I have seen people discussing what effect Li Ning's e-commerce will have on Li Ning's products, and in my opinion, there is no doubt that change will lead to new patterns. For example, when the first television appeared, everyone thought the radio would quit the stage, but then the radio was installed in the car.

What do I do with traditional brands? The electricity quotient's opinion mainly concentrates in 5 aspects: The first is the channel evolution. Is mainly the existing several channel models, each mode of change, all give different people the opportunity; The second is the innovation of the electric business in the supply chain, the third is the plan of the electric business; the last is the description of the node;

Opportunities brought by channel evolution

First, let's look at Channel evolution. The first model is the market, the middle is to buy people, go back and forth, on both sides are selling a variety of things people. This model is the first self-employed, and then the new model is the supermarket, supermarkets for the original model upgrade, is to upgrade the quality, that is, all the products into the supermarket quality, buy people do not have to do the audit, all the judgment by the supermarket to do, one-stop solution to the after-sale problem, the supermarket is a product quality promotion.

Who are the business opportunities for the same period?

This group of business opportunities, so that those who entered the industry to obtain employment opportunities. As supermarkets gradually became national, some brands (mainly food companies) followed the supermarket.

Channel evolution and then go down, change into a mall. The general layout of the mall, the underground is a supermarket, the first floor is cosmetics and so on, a total of 4 floors. Business opportunities are related to the layout of the floors, the best is cosmetics, followed by jewelry, and finally women. 80% of women's apparel enterprises, through the market this channel to do. In this channel evolution, the enterprise is to fight the integration of social resources, strictly speaking who got the shop to get the opportunity. In other words, if you have a product, but there is no sales terminal, then you can not get the sales share.

Further down, the mall has added a layer, such as catering, cinemas, games, the business opportunities in fact did not give the public enterprise. For example, cinema, because the opening of cinemas is difficult, in fact, the opportunity to change the channel to engage in the industry's scarce enterprises, the business opportunity is explosive, later with the continuous development of the model, the scale reached a certain level, there will be a new breakthrough.

Then go down, that is e-commerce.

Let's start from the beginning: The first time is to let consumers choose products, that is, from the market to supermarkets, so that consumers will not be a headache for the selection of products, can save consumers to judge the time of the product. The second is one-stop shopping, from supermarkets to shopping malls, is to put personal consumer demand a stop, is actually in the integration of your shopping time, you can see the film at the same time, the shopping to solve, because there are 20 minutes of waiting for the movie time, so it uses the rest of the entertainment time to solve the shopping time.

And E-commerce is the most integration of the time of a model. Each person is only 24 hours a day, 24 hours, of which 8 hours are completely not comparable, this 8 hours is the time to sleep. We say that I am happier than you, I am happier than you, or that I am better than you, compared with another 8 hours, and another 8 hours is your shopping time, your entertainment time. Now the advent of e-commerce, let this part of the time increased, it is the time to integrate shopping to work time, or other time, so that you greatly increased all the time. For example, you come to the unit, you touch the hair to remember that there is no shampoo, your inertia is on the supermarket to buy, and now you online next order, a two-minute time to solve the problem, the remaining 20 minutes you can go to the movies or do some other things you want to do.

At this stage of the channel evolution, business opportunities to the platform enterprises, they did one thing, is to first select the standardized category, starting from the book, because this category is almost twenty or thirty dollars a, and even if bought a book is not genuine, the damage to consumers is very small. So the book is the most easily concentrated category, the latter is to collect 3C, because these products are all standardized category.

So now up all the platforms, a price war at the beginning, because the standard category does not need to carry out product quality comparison, and no additional services, than the price. and later on to clothing and food, and then to the mother and child, and then home. Mother and Child and home is only just beginning now, this is because now the mainstream net buys the crowd already entered the marriage age, these several categories of growth is very fast.

As a platform, the first platform is the battle from the beginning of the war, basically Rob Baidu, search engines and so on. The second battle is to spell the product, then the supply chain. Take Jing Dong as an example, Beijing-East integrated supply chain to logistics, logistics can promote rapid expansion of the platform, because all E-commerce is virtual, only in the purchase of a moment, the transaction was completed, this moment will bring great happiness, so the platform will be the fastest to do this moment.

From the brand Enterprise view, basically has the following several logic: first of all to let everyone see you, and then to ensure that the user after the first time to buy the Word-of-mouth rate must be more than 80%, that is, customer satisfaction to ensure that more than 80%, at all costs, in order to produce a second shopping, repeat the purchase at the same time, introduce friends to buy, This is the company or the brand is very good, so that friends hurriedly to buy, then the trust is invisible to the brand.

Supply chain innovation of electric power supplier

First of all to analyze the oldest brand supply chain model: Brand commissioned manufacturers, manufacturers of a level of agents to two agents, two agents to the shop, these links inside each link of the interaction, in fact, is the flow of funds, information flow and logistics interaction. In the era of E-commerce, the interaction is directly facing the consumer interaction, that is, all the information directly to the end consumers, consumers all the information to the enterprise. In other words, the original brand is no way to get consumer data, and now, these data brands themselves can be collected, which is very helpful to reform the supply chain.

Traditional enterprise How to do, at present, there are several considerations: the first is to do a pure platform, the second is to do a pure brand, the third is the platform also has a brand site. No matter what kind, I think should basically revolve around three aspects: product, price and service. The price is the first stage and the second stage is the service. In the middle of this mention a little about brand services. Our traditional brand, or electrical goods, in the consideration of services, we must consider the issue of personnel, especially the new enterprises. The traditional brand in the personnel collocation, to the people who are familiar with the traditional brand products, the composition of the best is the Internet gene and the traditional brand gene fusion of people team. The second is the warehouse problem, the enterprise must consider whether the warehouse is outsourced to the third party or its own operation when doing electricity business. The third stage is the product planning, as a traditional enterprise, product planning can be adapted to the existing inventory.

Planning and implementation of electric business operation

From the point of view of the electric business Operation planning, the traditional enterprise will consider the channel judgment problem basically. At present, there are two strong channels: one is the cat, the other is Jing Dong. And then the various segments of the channel. First look at the most powerful two channels, how we should operate.

When I first opened the shop, I wanted to go to Taobao. But obviously, even if I went to Taobao, even if I was a traditional enterprise in the larger brand, I also very difficult in a short time from Taobao rushed out. So my method is, I first directly to the capital East, to the traditional brand qualification to enter this platform, it gave me more support, I quickly ranked the top more than 20 in the industry, and then I will be with this performance and Taobao to talk about.

As a niche brand in a certain category, strong channels are hard to concentrate on supporting you, so you need to have two hands when choosing a channel.

In addition to the channels of judgment, related to the operation of the electricity dealers on the other hand is the proportion of funds. Take Kama as an example, February 14 morning Kama on-line, the day only sold 1000 yuan, after 6 days we did not do anything. Because we want to use this blank to test how much the brand's tension is. We do not do anything in the case, is entirely by the brand and Word-of-mouth, to achieve 1500 yuan sales, through this we began to think about how to big sales. by February 22, with some marketing tools, sales were up to 10,000, and by 28th it soared to 320,000. Of course, operators must be familiar with various platforms and use all kinds of tools.

My point is that each platform has its own different attributes. For example, many people may not know what the purpose of group buying is. I think that the purpose of the enterprise group buying platform is not to sell goods. Why do you say that? Let's analyze what action the first group of buying platforms will do. First of all, these platforms will certainly send a message to members, if a consignment of 500,000, the platform to send e-mail costs will be more than 500,000.

And for the enterprise, once on the buy, it means that the opportunity to win free, almost no publicity costs. Late because the industry environment is bad, some group buying website to mail marketing interrupted. But if the mail system is not disconnected, it means that no matter whether the consumer buys your product or not, in the repetitive email marketing, everyone remembers your product.

So we do everything to consider the nature of the problem, not simply to 200,000 or 500,000, 1 million of sales.

The key node of the electric dealer

There are several key nodes in the electrical business. I combed the four stages of the electric dealer. First, the first stage is the construction of the team, that is, how to build teams and sales tasks. The second stage is the process of carding, at this stage, the traditional enterprises will find that all the rules of the original process of impact, we must quickly come up with a new process to adapt to the electrical business, so that everyone adapt to the process. The third stage is the product planning, product planning is to plan the product specific to which product is responsible for gross profit, which product is to establish a brand image. And you have to think about the time node. For example, the new winter, you need to consider because of the seasonal relationship, consumers may buy a certain paragraph will not buy a second, so the new time may be early to October or so. Phase IV is the supply chain of carding, this supply chain refers to the entire production from the beginning, has been combing to the product of the logistics distribution.

When the traditional enterprises in the electric business, all team members must learn new ways, the core of their learning is quantity, degree and rate. Volume refers to traffic and sales. Traffic determines the success or failure of this matter, traffic can generate sales, depending on your market function and activity function. What do you do when traffic comes? To convert, to the 100 people who have transformed the number of orders that conversion rate. Conversion rates are critical, and if the conversion rate is not improved, your team needs to comb it.

The second is the degree, the enterprise should be in this aspect of heavy to do, even sometimes it is more important than marketing. In fact, the essence of our business is inflow, the reason why Jingdong can do it is because from the first person came in to a few people have been buying, it has not lost consumers, the sales naturally up.

A lot of people ask the opportunity of the electric trader where, subdivide the category still will have the opportunity that the brand rises, answer this question premise is to consider two questions. Question 1: How much does this subdivision account for total category sales? Question 2: What is the difference between the second and first? If the top three have already come out, it means that the focus is not necessarily successful. If a category does not complete the top three layout, it means that there is no complete carding, there is the possibility of success.

From the opportunity of large categories, the current fastest growing category should be mother and child and home, this is because now the mainstream consumer population has arrived after the age of 25, began to enter the marriage phase, shopping habits from the purchase of daily necessities into home products.

The third core is the rate.

I and a traditional enterprise of the electric dealer in charge of how to carry out the layout of electricity, and he chatted, there are other responsible person to contact me. Others have done 50 million, he is still preparing, light a speech ppt changed 3 months, all the problems thought, but found the channel changed. We used to buy to achieve the turnover, but now it is not. So in the layout of the electrical business, the first is to clock, efficiency must be high.

Ideas and suggestions for branding

There are many companies want to build an official website to sell goods, but completely did not take into account the company's official website of the drainage how can with Jingdong and Taobao to PK. Traditional enterprises to do electricity, from the management point of view, all the shopping behavior to similar Taobao or Jingdong platform, as far as possible to avoid a separate channel.

Of course, in the operation of the electricity business, we have to consider the issue of price conflict. The solution is not no, the first to clear the reason for the price conflict is online consumers want cheap. It is convenient to know the demands of consumers. You can send a gift or send something else to resolve the conflict.

In the traditional business model, the second is impossible to roll over, because all the shops have been divided. In E-commerce, the second still has the possibility of turning over, that is, innovation. In the supply chain of all the nodes to do carding, so that consumers need the most things to him, it is possible to close the distance with the first, so that the node to achieve beyond.