How to occasion traditional small and medium-sized enterprises in e-commerce

Source: NBC (netbarcn.net) Review Author: Chao Fu

According to the recently released "China Digital products online Sales Statistics Report 2009" shows that 2009 China's internet shopping market development is unusually rapid, is expected to scale up to 268 billion yuan, to 2010 will increase to 464 billion yuan, then online sales will account for more than 3% of the total social merchandise retail.

Whether the figures are detailed or not, objective, but at least to say that the impact of e-commerce on traditional business or influence has become more and more, for enterprises, ten years ago we talked about the "mouse + cement", is no longer as "unreachable" as remote, but has become a must face the competitive survival reality.

Referring to domestic e-commerce, is bound to think of Alibaba, Hui Cong, global resources, Taobao, Pat, have Ah, Jing Dong, New Egg Global, 6688, red children, VANCL, when, excellent, but in addition to these well-known platform business (business-to-business or Consumer-to-consumer) or well-known enterprises, For many traditional small and medium-sized enterprises how to occasion catch up with E-commerce Express? After all, compared with the former, the latter lack of money, lack of technology, lack of resources, lack of talent, lack of experience, basically there is no shortage.

The author believes that for traditional SMEs, there are two E-commerce marketing shortcuts available for reference:

First, with the help of professional e-commerce solutions or systems, shop/mall construction.

Although relying on business-to-business, Consumer-to-consumer platform SMEs can also open shop, but this is a temporary backing, how to establish their own independent marketing shop/mall site, is the inevitable development of E-commerce enterprises. This has to mention SHOPEX, its product line has covered independent shop (ShopEx, ecshop), Network Mall (Ecmail), marketing Platform or tools (distribution King, shop dispensers) and many other products, can be regarded as the most professional e-commerce solution provider, The reason why it can be a few years to obtain recognition of the vast number of small and medium-sized enterprises, sweeping is nothing but an internet e-commerce demand long tail.

Second, through or relying on community word-of-mouth, effective e-commerce marketing.

CNNIC analysis shows that more than 40% of the forum (BBS) users have purchased items online, accounting for 12.5% of all internet users, to reach half of the online shopping crowd. In the 2008 China Network Community e-Commerce Research Report, the first proposed community (forum belongs to a community) E-commerce concept, and analysis of the community to carry out the advantages of E-commerce: Circle gathered users, marketing more accurate, ingredients, conducive to the spread of commodity word-of-mouth. Enterprises in such a platform for E-commerce, promote more targeted, often can trigger the user's purchase behavior.

With the success of Community E-commerce marketing, can draw on is the fence: from the interest-type decoration Exchange "group" started, through 7 years of development, has brought together more than 3 million registered users, with the help of community advantages, around the family consumption, formed a life class E-commerce consumer platform, business covers decoration, wedding, childcare, Learning car ornaments and other aspects, even in the economic crisis, its annual trading volume as high as billions of.

The essence of e-commerce is to carry out all kinds of information through the online field formed by internet, so as to realize the promotion of transaction probability in a wider range. E-commerce marketing to pay attention to the community, the core lies in the community is China's Internet development in the last 15 years the most enduring application, while the community is also corporate brand and product Word-of-mouth transmission of the core channel, which may also be why in recent years in the country have many community Word-of-mouth marketing company reasons.

But there is no doubt that the community E-commerce is still in the initial stage of market exploration, 43.1% of the users spent on the community E-commerce platform for the amount of their online transactions only 10% of the total, more users of the service is still in the process of trial, and as a supplement to traditional e-commerce transactions. Among the restrictive factors affecting the Internet community transactions of Chinese netizens, the concern for commodity quality is significantly higher than that of other factors, listed in the first place, accounting for up to 66.9%, therefore, to build a high-quality credit shopping system, to reassure users about the quality of goods, is the key to promote community E-commerce development.

It is reported that the "2009 China e-Commerce Innovation Development Summit Forum", co-sponsored by Shopex and Iresearch, will be held in Beijing on December 17, and the key issue is the innovative marketing of electronic commerce, how to combine traditional enterprises and electronic commerce effectively, and how to build an electronic business ecosystem. I look forward to this forum can give the industry and small and medium-sized enterprises E-commerce practitioners have a guiding sense of insight.

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