How to turn the traditional enterprises into electric dealers

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Author Chen Yunpo

This year Taobao double 11 of the astonishing sales, E-commerce has become a hot topic on the street. And the daily sales of 35.019 billion of Taobao sales, so that the traditional enterprise bosses are on pins and needles, worried: Because one side is the traditional channel sales atrophy, one side is e-commerce to seize market share, business in the end should be how to transition? Career in the end what to do: these days many traditional big business bosses call Ask me: Mr. Chen, what should we do?

I think that E-commerce has its own particularity, but also with the traditional sales of commonality. Commonality mainly lies in: all through quality products the quickest to meet consumer demand. Therefore, product development and production, quality management, as well as marketing team to build, is also suitable for E-commerce strategy. And the biggest difference between electronic commerce and traditional enterprise is the change of thinking mode. Whether from publicity, promotion, design, sales, services, and so on, must be from the perspective of buyers to analyze. Integrate thinking from buyer's buying habits. Therefore, from the teaching experience of our College of e-commerce education, the bosses of traditional enterprises must think through the law of "The Golden Triangle of electricity business", and the traditional enterprises must take steps to implement them from strategy, strategy and Operation level.

So what is the law of the electric business Golden Triangle? This is our school of e-commerce education through two years, from the actual combat teaching summed up the traditional enterprise to e-commerce across the most effective strategic model, it includes: product development, team building, market analysis of three elements as the basis, so as to support the decision-making level of the strategic model reached.

Therefore, through my years of experience in the training of large traditional enterprises, if traditional enterprises want to make a smooth transition to e-commerce, they must attach great importance to the enterprise decision-making, and the training of e-commerce is not only aimed at the strategy layer and the Operation layer, but also from the decision-making level to examine the impact and opportunity of E-commerce to their own industry.

Therefore, we send a promotion of e-commerce Education Institute, first of all, emphasis on training from the decision-making level; This is not a requirement for the Chairman and President of decision-making, fully proficient in the actual operation of E-commerce, but from a strategic perspective: the difference between E-commerce and traditional business and similarities between where exactly? What is the core model and strategic framework of e-commerce? How to build a team of e-business? How to set up KPI Evaluation index; in other words, what is the role of each post in the e-commerce team? How should the whole team conduct a strategic mix to coordinate the battle? What should I do if I don't do well? What is the standard of assessment? We know that E-commerce must be supported by a highly professional team. Members should include at least, operation, art, promotion, customer service and so on. Although the decision-making level of the traditional enterprises, do not have to be specific to each job in-depth study, there is no need to learn the actual operation of E-commerce skills, but as a business at the helm, we must understand: the operating mode and direction of E-commerce, the entire team of talent to build, control and evaluation. Therefore, the traditional enterprises want to smoothly into E-commerce, enterprise decision-making must attach great importance to and participate in! Understand and master the new trend of e-commerce.

Secondly, we are training for the strategy level. The strategy layer mainly includes: operation and shop length. The function of the so-called operation is according to the strategic requirements of decision-making, the annual Sales index will be decomposed to each month, the monthly sales target distribution to each product, through the sales of backward flow (human flow, also known as UV), through the flow backward to reach the need for the promotion of cost and human resources costs; Then the task is assigned to every post, for example, Promotion, art, customer service and so on; operations and store managers must be familiar with the operations of each post in the team; Is there a problem that can guide team members to improve? Operations and shop chief is responsible for the sales of the entire shop, the team to guide the assessment, with a view to meeting the strategic requirements of the Therefore, the strategic level of training, mainly to the whole strategy of the training, to create a strategic layer of the overall control of the store shop practice.

Third, the operation level training. The operating layer mainly includes the shop art, promotion, customer service and customer service, including pre-sales customer service and after-sale customer service. In the previous article we have talked about, art is mainly responsible for shop decoration and baby details page landscaping design to improve the buyer's desire to click and purchase desire. The promotion is to assist the operation to introduce the accurate flow, itself also plays the brand and the product propaganda function. We know, Taobao platform has 7.2 million shops, more than 70,000 days Cat mall, if not promoted, consumers can not be the most accurate and fastest to find our store, of course, not to mention sales. So the promotion must master the professional promotion software, including the payment promotion software free promotion software, the declaration activity technique and so on. Pay promotion mainly includes through train, drilling exhibition, Taobao Guest and so on. Free promotion includes, micro-blog, forum, Baidu know, question and answer, encyclopedia, bar, community promotion and so on. and the extension personnel, must have a thorough grasp of the data analysis, through the data to identify problem analysis ability. In addition, customer service staff in the E-commerce team is not negligible position. Because when the operation of the distribution of work, the art of product optimization after the promotion to bring accurate flow after, if the service skills and service attitude is not professional, it will cause a large loss of buyers, and such a loss is very wasteful resources. That is to say, the task of customer service is to maximize the buyer's business, and to meet the normal needs of buyers.

Four, through the enterprise decision-making level, the strategy layer, the operation level training, is the beginning of the comprehensive integration. So how can we optimize the product, team building, market analysis of the electric business of the Golden Triangle, organic and strategic decision-making level integration? That is, corporate decision-making, such as Chairman of the President must and operations team in-depth analysis of their own products, and the same industry comparison, where is the advantage? Where is the shortfall? Is there a unique selling point? including, Appearance, function, selling point, price, after-sale service and so on; it is necessary to analyze the data through the software provided by e-commerce platform. Finally, through meetings and discussions, to arrive at a written strategic plan for E-commerce-this is the first step in E-commerce.

From this we can see that the electronic commerce is not too mysterious, because E-commerce is only the traditional mode of business innovation, through the Internet platform, directly to the product to consumers a quick way; at the same time, we can not see e-commerce too simple, Because it is completely different from the traditional management of a mode of thinking and consumption habits. As the head of the Enterprise, Chairman or president, we must master the marketing characteristics of e-commerce, the characteristics of team operation, the characteristics of consumer purchase and so on in this new era trend. After that, we send the e-commerce Education Institute to help you build a professional team.

In the end, the traditional enterprises want to smoothly into e-commerce, must be from the enterprise decision-making level, especially the Chairman and President, attaches great importance to in-depth understanding and serious study. Combine product and team organically, analyze market characteristic and competition situation carefully. Finally, through the "electric Business Golden Triangle" law, as soon as possible to move to E-commerce, for their own enterprises to win two opportunities for Take-off. Also welcome everyone through the mailbox (protw118@qq.com) Form to interact with me. We will be as far as possible to help the traditional enterprises, smoothly into e-commerce, thank you.

Author Introduction: Author Chen Yunpo (formerly known as Chen), has served in Chongqing Zongshen Motorcycle Group, China Unicom Group, Guangdong Jian Li Bao group; After the creation of sports outdoor brand cat flagship store, has been in double a day to create sales of 5.8 million of the performance, long-term commitment to brand image planning and e-commerce marketing combat, is the domestic electric business planning actual combat sent representatives, known as corporate planning and electrical Business Team casting experts, the author is currently sent to the e-Commerce Training Management Institute (WWW.PAISN.NET) Dean "