IT manager world: the innate defect of e-commerce "national team"

The state-owned capital enters the electronic commerce market, although can obtain the national policy inclination and the fund support, but it has the inevitable congenital flaw in the Internet domain.

When grassroots entrepreneurs and venture capitalists on the internet have made the internet a huge industry of hundreds of billions of dollars, state-level participants began harvesting the market with various resources. Recently, the "traditional enterprise" represented by Beijing Wangfujing, Wuhan China Hundred, Shanghai Hundred Union and so on has entered the electronic commerce market massively.

After the Internet video, games, payments and many other segments of the domain by the state-funded companies invaded, E-commerce has become the country's focus on supporting the object. December 2009, the Ministry of Commerce issued "on speeding up the circulation of e-commerce development," the opinion that the Ministry of Commerce will promote the traditional circulation enterprises to open up the online market, and encourage the focus of large-scale circulation enterprises to build an integrated E-commerce platform. Then in the February 25 of this year, the Ministry of Commerce's routine press conference, the Ministry of Commerce spokesman Yao Jian in response to the reporter's question also clearly said: the future will further support the traditional business enterprises, circulation enterprises, commercial enterprises to further improve the online shopping system.

The electronic commerce market in which state-owned capital enters the internet means that there will be a large number of supporting funds for large commercial enterprises which occupy resources in the traditional business, and it also means that the policy of this piece and the Legislative Council are increasing gradually. For example, the Commerce and Trade Services Division of Mofcom is working on the quality of online goods, e-commerce business reputation and other issues related to policy measures.

There is no denying that when the state-owned enterprises start to cut into the internet, they will mobilize all resources to clear the way, for example, to purge video sites, the examination and approval of online games, the record of the site strictly check, etc. Some individual forums or blogs with UGC features (user-created content) have disappeared in the promulgation of these policies and the Internet rectification movement.

However, these are not the determinants of the entry of state-owned capital into electronic commerce.

As we all know, the development of China's internet has a thick grass roots and individual heroism color, the previous more than 10 years of the Internet industry should be regarded as the Chinese economy is the least regulated, the lowest entry threshold of the industry, entrepreneurship in this industry full explosion. In the Internet industry, China's local network companies have been in the consumer-oriented basic services market, and also will enter the Chinese market, the international network giants all killed to the ground, Google's exit is the best example. The reason for this brilliance is that these internet companies have been in the market for a long time, and these are in the face of state-owned capital entry can also form a set of defense system.

In the field of E-commerce, this system of defense will be more prominent. The state-owned capital enters the electronic commerce, does not lack the source, lacks the fund, there is no lack of brand, but the lack of innovation in service mode, the lack of user experience, the lack of experience in the operation of the Internet platform, and these are not a short time to be able to solve the problem, it is necessary to explore the experience after the accumulation and pay the tuition after the reflection.

E-commerce Web site For example, the source of traffic in the Internet to carry out business, access to traffic is a most basic work, no traffic can not get customers, no customers can not get orders. In the flow of access, if the lack of certain experience or the use of the wrong strategy, not only will pay a great marketing costs, will also lead to low marketing efficiency. In the end, the site is established, a huge amount of marketing costs have also been spent, but still a few bits of the flow of the empty shell.

It could even be imagined that state-owned players came to the internet with a lot of government-backed tickets, but had to face the embarrassment of how the traffic was coming. Where is the user? No experience, that money to solve it, and then through a large amount of promotion to obtain a certain amount of traffic and users. But then again, why did most of the users just click on one page and then disappear? Why are the users unwilling to order? Why is there no repeat after the next single?

These are very real problems on the internet, to solve it is not to be completed overnight, it contains from the website design to the extension to the operation and service to all aspects. The internet has its own rules, but accustomed to the dictates of the state-owned enterprises, to familiarize themselves with this set of rules, I am afraid it will take some time.

Internet independent critic Bo has asked: In the Internet competition, whether it is professional, innovative, commercial, or user recognition, marketability, and even service awareness, you can see that the state-owned enterprises have the slightest advantage?

E-commerce company 10 Q

The following 10 questions are questions that companies who plan to show up on e-commerce need to always ask themselves, all of which are related to data.

① Do you know how many people visit your website every day and every month?

② do you know when your visitors come from?

③ do you know from which channel visitors are most useful to you?

④ If the site traffic changes, do you clearly know the reason for the reduction or increase?

⑤ you spend on the promotion of money, really achieve the desired goal?

⑥ the money you spend on promotion is used to attract new visitors or to old visitors?

⑦ When you change the website design, can make people feel convenient, improve efficiency?

⑧ do you know where the most lucrative products should be placed on the site?

⑨ where do your visitors leave on the site? What can you do?

⑩ What do your visitors look for on your website? Can the website help them find it?