It is the most reliable way to plan the electric business strategy of traditional enterprises by channel thinking.

Recently saw the traditional enterprises in charge of the electric business more, found that the traditional enterprises to do the electrical business is relatively good, is the first E-commerce strategy planning is more correct: such as TCL Communications, this year began to do the electricity business, now monthly online sales have more than 10,000, of which 90% from the electrical business channels. Therefore, the traditional enterprises to do electricity, to the Internet channel ideas to plan is more reliable, and finally due to the call center. The interesting thing is that I see the traditional enterprise to do the electrical business of the successful electric dealer, are the original traditional business customer service or call center in charge. In a broad sense, call center Direct marketing is also a broad sense of e-commerce, does not combine the call center E-commerce is more difficult to succeed.

Another successful example is the hundred-Li's Web site conversion rate of more than 2% (when excellence has been done in 10 years to achieve this level), the average ROI of 1:8; as a traditional business of the electricity sector, the second year will be profitable. They are also a tree-like channel strategy to plan their own e-commerce, and the creation of network exclusive brand "", practice also proved that their channel ideas to plan E-commerce strategy is successful.

Most traditional enterprises do not know how to plan their own e-commerce strategy, once the strategy is wrong, and then try to develop the electricity quotient, failure is inevitable. such as Skyworth into E-commerce, founder of Shenzhen Ming Dian e-commerce Platform, the group CEO personally grasp E-commerce, wasting tens of millions of of funds died down. There is also the largest shopingmall in Asia is the best square of the so-called investment billions of to do E-commerce, but also basically has failed to declare. The basic mistake is to plan its own electric quotient strategy with the idea of Internet electric business platform.

The idea is that the traditional enterprises can not use E-commerce and the Internet to plan E-commerce, to stand in the traditional business operations to plan the traditional E-commerce strategy, to channel management as the starting point, with the traditional channels of thinking to plan the enterprise's E-commerce channel system, and "cross-channel management" Ideas to plan its entire e-business business strategy, and all boils down to the landing to call center and customer service system.

As in the offline world, enterprises enter Wal-Mart stores, carry on the heap head display promotion, send Shire scene. Online world is the same: access to online channels, promotional planning, put online advertising, dedicated maintenance promotion. Why is Taobao the best in all Internet media? Because Taobao is both a sales channel and media, the two are combined! Maozhong said: "A product manufacturer needs two distributors, one to help you put the products in front of consumers, but also need a distributor to shop products to the hearts of consumers." Channels and channels to promote integration, that is, 2 dealers in one, in order to achieve the best results.

In addition, separate from the organizational structure of the independent E-commerce Department (because the internet operation and the traditional offline enterprise operation has a certain difference), the electric business department relative to the offline company's relatively independent operation, but can fully adjust the traditional offline resources. Including the relevant human resources to be equipped with: the branches, departments, distributors, stores have to cooperate with the operation of E-commerce designated personnel. There is also a streamlined, team-efficient management model, suitable for E-commerce fast operation mode. From the personnel structure to gradually establish call center and customer service, supply chain management (commodity operation warehousing, logistics), promotional planning and design marketing and channel development, technology and so on.

Why the Internet in the world of sales, Procter and Gamble sell lemon green tea, Philips sell but little Bear appliances, O ' Connell shoes sell but mr.ing? Many traditional enterprises do not good e-commerce, a major reason is that the traditional enterprise culture is not suitable for e-commerce operations, not to establish a suitable e-commerce operation of the new team culture, I have a traditional business e-commerce operation of the cultural key words suggested:

"Small Steps Run",

"Digital Survival",

"Seeking development in sport",

"And Different",

"Operation is more important than idea",

"Keep trying to be wrong."

Such a framework and culture will not lead to the success of traditional enterprises, e-commerce or online sales of the more failure of the cycle.

Author Interactive contact: Shangxiang Sina Weibo: Http://t.sina.com.cn/1649155730/profile