How to play the transfer business operation of traditional enterprises in e-commerce period

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Two years ago we were discussing the traditional enterprises into the power of the business of the dispute, now the traditional business E-commerce has been an indisputable fact. A group of leading enterprises have been the scale, such as Haier, gome, good children, and many enterprises to the development of the electric business as one of the key strategies for the development of the company, it can be said that the rapid development of mobile interconnection nowadays, the success of traditional enterprises in the future market is the success of E-commerce market

However, on the other hand, we also see the traditional enterprises to do electric business, as if suddenly into a new field, no experience, no talent, faltering, how to succeed in the new electric business competition, become a new problem faced by traditional enterprises.

The key to the success of the electrical business in the enterprise Network Marketing operations, because E-commerce is not to establish a corporate website or electronic mall, but through the Internet this new channel to make money. and successful enterprise network marketing operation must control the following points.

First, the development of E-commerce must be promoted to the company's strategic height

In many traditional enterprises, e-commerce work is only a branch of the marketing department, or a few people set up a small department, the company's understanding of the electrical business stay in the open shop, there is an online mall stage, the enterprise operators do not provide the necessary organizational protection. In fact, first of all, enterprises should understand and comprehend the mode, scale and influence of E-commerce online business, as well as the trend and great potential of the future, and consider the development and infrastructure of the company's future power from the aspects of electric business channel, brand, product, service and talent. This will be possible to the business of the electric dealer really do, do long, until the rapid changes in E-commerce market environment in an invincible position.

Second, the development of matching with the company's sales platform selection

E-commerce channel development to today, there are days of cats, Jingdong, Buy, banking, payment platform, and many other sales platform, there are C2C,B2C, C2B, O2O and many other online shopping model, there are computers, mobile phones, television, and even the bank ATM display terminals. In the face of the numerous electric business environment, the choice of the electric dealer sales channel, it directly determines the success or failure of the future development of the electric business. The choice of access should fully consider the current brand status, product structure, consumer groups, profit space and so on. Comprehensive assessment of online business development on the impact of offline, the company in the next 3-5 years, the position of the electric business and the implementation of the input budget.

For small enterprises, first from the cat, Beijing-east platform to open their own sales-oriented shops, less investment, quick results, and quickly cultivate their own ideas and talent of the electrical business. For Medium-sized Enterprises, to the current mainstream of the operators of the shop and sales distribution mainly to build their own corporate website or electric business platform, comprehensive consideration of the brand's Internet communication and brand influence formation. For large integrated enterprises, must consider the formation of their own electronic commodity industry chain, from the brand communication, enterprise structure, product structure planning, logistics and storage cluster formation and other aspects of the layout of the future of the electric business, in the establishment of their own sales platform for the company to focus on the development and access to each sales channels and platforms. The current Gome Bowser merger, Suning's name change, jingdong domain name changes are in the restructuring of the market demand, and as a production or sales-oriented many traditional enterprises, should better seize the opportunity to change the market.

Third, give full play to the role of the brand

The role of brand pulling and premium plays a very important role in the operation of the electric business, more and more consumers not only look at the price, but also consider the brand factor synthetically. Therefore, the traditional enterprises to enter the electronic business operation process, must consider the brand in the Internet transmission characteristics. For example, unparalleled timeliness and full time, the mass of the dissemination of content and openness, the spread of the process of two-way and interactive, the dissemination of the virtual nature of the way. In the design of the brand VI, product packaging design, publicity and other aspects of the choice to have adequate consideration, crack silk women rely on a strong brand style, quickly become a prominent online brand.

Four, the integrated line under the characteristics of the selection of core products

Any sales methods and channels should be excellent products as the core, to enable netizens to buy products like the brand, remember the enterprise. The traditional enterprise line under the operation of the product line in the Internet does not necessarily fit, offline star products are not necessarily online on the hot. At the same time also fully consider the online sales of products on the impact of offline sales, product mix design and price layout, whether it will affect the line of stable market volume, whether it affects the current offline channel of vested interests. Therefore, for e-commerce sales of product line combination must be new positioning, from the product appearance, price, profit margin, packaging and other aspects of comprehensive consideration. Focus on providing a good product, even if you need to reposition and design to act.

For enterprises with the following attributes, it is more suitable for fast stepping into the electric business: first, the market size of the commodity category, the market size to determine the odds; second, update the slow merchandise market, this eliminates the design and development costs; third, repeat purchase rate and high customer loyalty products, eliminating the cost of developing new customers, improve customer loyalty; Non-seasonal products, this type of product needs to prepare a variety of seasonal products resulting in increased inventory pressure, liquidity will become very slow.

Five, personalized service and experience will become effective competitive

Service and experience is the driving force for the success of the electric business enterprise, the product homogeneity of the present, service and experience is particularly important. Operation no big deal, do the service and experience of the electrical business is to do every detail, with constant way, gradually accumulated.

E-commerce will redefine the future of consumer shopping habits, traditional enterprise electronic commerce is actually an improved sales strategy, the reconstruction of sales channels to improve the structure of the entire enterprise innovation process, this process is an unstoppable historical step, will continue to lead the enterprise upgrade, thus driving the whole industry and economic upgrading. Who can better seize this opportunity to change, who will seize the future.