How to solve problems under the line of traditional enterprise's electric business

In recent years, http://www.aliyun.com/zixun/aggregation/7836.html "> China's E-commerce development by leaps and bounds, from 2008 2.9 trillion sales soared to 2012 8.1 trillion. With the rapid development of e-commerce industry, many traditional enterprises have come to rob this tempting big cake, but they generally encounter the confusion and difficulties is that many enterprises often do not understand what is the electricity business blindly invested heavily, the results encounter a dilemma, how to avoid repeating it?

How to avoid online and offline conflicts

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 the line price on the line under the channel conflict? How to make the line on the offline channel seamless collaboration?

Brand differentiation, different channels of different brands. such as Raleigh Home Textile launched specifically for the Lovo brand, the Saint Angelo launched Bono brand, Shuaikang launched the network exclusive brand Connor and so on.

Product alienation, different channels of different products. such as Belle shoes will be offline 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.

How to choose the electric business channel

Different electrical business channels for resources and team requirements vary. Direct business channels need goods, people strong, enough money, risk and return double high, if you feel that their products cost-effective, team good, not bad money, so big can be a try. Distributor distribution channels in a sense and the traditional offline distribution system is very similar to the distribution system for the ultra goods. Electrical distributors need to have a certain brand support, have a certain inventory capacity and cash flow support. Almost all of the channels will have a billing period, currently 15-45 days in general. The core of electricity corps is price competitiveness, and the cooperation with group buying stands is usually very low or 0 gross margin. Electric Corps purchase for cleaning up the inventory, promote the brand and exercise team has a relatively large role, because the group can improve sales in a short period of time, the training team and enhance the visibility or have a very big help.

Different types of businesses, the power of the channels of the prosecution is different. For manufacturers, the significance of the network channel is sales, in the selection of channels, should be as far as possible to reduce the management and operation of the channel difficulty. Can be in the case of sufficient cash flow, the use of the main retail, Taobao distribution supplemented by the channel combination; for distributors, the significance of network channels is sales and profits, in the choice of channels, should be structured to the business of the distribution channel, Taobao flagship store, Taobao distribution platform supplemented by the channel combination. For brand-name business, the significance of the network channel is the brand promotion and distribution system, in the choice of channels, the brand first to grasp the commanding heights, it is recommended to large-scale business distribution (such as Jingdong Mall), Taobao flagship store, group purchase site, independent official site of the combination of the presentation, Other channels can let its original dealers to operate, the brand of their own needs to control the commanding heights of each distribution channel, the tree Typical, set the benchmark, exhibition image.

China Internet Association expert member, China Trade Net chief executive Guo said, traditional enterprises in the absence of E-commerce model to fully understand the premise, must not blindly join the industry into the electric business, it is important to analyze the actual situation of the enterprise, to develop practical e-business solutions.