New business mode of electric business-construction of eco-industrial chain

2012 for the electric business is destined to be a year of not calm; from Jingdong 6.18 promotion, to Jingdong, Suning easy to buy 8.15 price war, day Cat "double · A promotional "19.2 billion of sales, Suning easy to buy 66 million U.S. dollars to buy red children, Jingdong, Fank and other electric manufacturers to obtain the Express industry license, Jingdong Mall to buy online banking into the financial industry, such as a series of events, the past price war to win the eye of the competition model is due to the industry's development That is, the electric business industry's eco-industrial chain in the formation.

What is "eco-industrial Chain"

The so-called electric dealer's eco-industrial chain can be simply understood as the integration of upstream and downstream industries, for the core business services of the electric dealer; the consumer is essentially a kind of retail, compared with offline retailing, its business links, the industry involved is much more complex, upstream and downstream industry chain is in fact a part of the overall business of the electricity quotient, The lack of any one link will cause the whole business link low efficiency and high cost, this is the essence of the current turmoil in the electrical business sector, from the perspective of enterprise operation, the entire eco-industrial chain can be divided into three parts, the upstream industry chain, that is, supplier resources, marketing, the main source of electricity from all types of suppliers , for the integrated type of electric business enterprises to say that the number of suppliers tens of thousands of products SKU number of millions of, the effective management of their direct impact on the rich and quality of commodity resources, especially open platform, the early period of resource accumulation brought about by the confusion of supplier management and the quality of the problem is the power of ; marketing is a big part of the cost of enterprise spending, individual electric business enterprise's marketing expenses accounted for 20%-25% of its sales, especially since 2010, the entire advertising industry set off a surge in prices, the average increase in 20% to 30%, become a major burden of enterprises; In the model of the electric business eco-industrial chain, Vendor resources are upstream, streamlined, more and more manufacturers to cooperate with manufacturers, the end of a number of suppliers to supply the same brand confusion; the second is the middle reaches of the industrial chain, that is, the enterprise internal operation Management, the development of electric business is still in the industry life cycle of the growth period, this phase of the important feature is to operate as Processes and mechanisms are characterized by short-term operations, long-term effective measures are not perfect, enterprise internal management is more extensive, the lack of data based on decision-making, the internal departments of communication, coordination, high cost, low efficiency, resulting in the continuous transmission of all aspects of risk, cost savings can not be implemented; third, downstream industry chain, That is, the service function in the back-end of sales, mainly involves warehousing, logistics system, payment system, after-sale service system, as well as the resulting diversification of the enterprise development path under the Cross-industry strategy, in the domestic infrastructure is not sound background, many electric enterprises have started to build logistics, payment system, such as Jingdong, where guests, when, Excellence and so have a self-distribution team, Taobao Department, Jingdong has its own payment system, Jingdong has built a super thousands of people after the After-sale customer service team to achieve 7x24 All-weather non-stop services; In the future development, the competition of the electric quotient will concentrate more on the competition of service, under the condition of homogeneity of product, The effect of price on consumers ' shopping behavior will be much lower than that of service quality. In a comprehensive way, the electric business ecological industry chain is to achieve the product channel optimization, market promotion autonomy, branding, internal management fine, service function system to improve, convenient;

Building the ecological industrial chain

In the industry background of the electric business enterprise to build the eco-industrial chain, the different measures should be taken to various industrial chains:

In the upstream industry chain management, to achieve the channel upstream and supplier resource management standardization, sharing, brand marketing; to improve the supplier and not fine situation will be eliminated all kinds of agents, to achieve with the manufacturer or the first level of agents to cooperate directly in the electrical business and suppliers to establish an open platform, share inventory, Product information and other resources, on the one hand, can reduce the cost of inventory, on the other hand, can accelerate the turnover of inventory, to ensure product supply, in the general implementation of regional management methods, suppliers of multiple products at the same time supply, reduce the operating costs of electric operators and the operational needs of many goods, Manufacturers can also better arrange the production cycle of enterprises; upstream of the channel in line with the common interests of suppliers and electric business enterprises, in E-commerce as an important path to sales, any one of the manufacturers can not be completely isolated from the electric business industry, cooperation for most enterprises than the cost of the platform for the construction of electricity is much lower; With the establishment of the enterprise's own brand model, the market promotion mode will change, in the development market stage, the market investment is unavoidable, but it does not mean that the ROI can be neglected, the electric business enterprise should find the suitable marketing promotion way in the data excavation of their own products and consumers ' depth, and set up their own strong marketing planning team, in the industry gradually mature, brand influence will exceed the simple marketing means, so at any stage of the creation of a good brand image is necessary.

Middle-midstream industrial chain management is the most complex, because involved in the various departments of enterprises and even the major changes in organizational structure, the so-called fine management is not only a simple cost savings, but under the existing conditions under the constraints of a long-term solution mechanism, more reasonable division of operational structure, functional structure, More refined division of labor and coordination mechanisms, in the process reengineering based on the allocation of departments and functions, recently, the entire Ali group of institutions Reset, let people see more is the refinement of the function and the collaboration between different functions, in meeting the needs of the electrical business enterprise itself can also serve as a product external services, Any business department of the Enterprise has become a self-financing "subsidiary"; To achieve fine management requires strong data support, the efficiency of various departments, industry trends, consumer behavior to make the most accurate analysis, electric business enterprises can take the "business unit system" approach to several major operational departments such as marketing department, Mining sales department , logistics Department, customer service department, the Ministry of Finance (payment function) to make a strict division of labor, the business between each other in accordance with the manner of external services to calculate the cost, so that each department in the assessment mechanism will become "self-financing" "subsidiary", the functions of the service between different departments will be the largest excavation.

Downstream industry chain is the most strategic value of the part, in addition to product sales, the service will also become a commodity, although the "price war" is still the dominant method of competition, but the strategic position of the service is becoming more obvious, consumers of logistics speed, payment convenience, after-sale timeliness, service integrity and other needs are in the overall promotion, And these services can be based on the scope of business extension, if Alipay becomes the most important part of the third party payment method, it is an important source of Ali Group's profit, and also becomes the base of its business expansion. To build an effective downstream industry chain, based on cost-benefit, around customer service rather than product sales, The various business links that affect the shopping experience are integrated into different systems to manage, the establishment of several major systems to support sales, that is, logistics, payment, after-sale, customer service and other systems, logistics system focus on the construction of logistics and the use of third-party logistics between the tradeoff between the establishment of the main areas of self distribution, to ensure the timeliness of delivery and good service ; The extended payment system is best attended by mergers and acquisitions, because the central bank's payment control to non-financial enterprises tends to be strict, the cost and the risk of self-development are higher, even if they cannot expand their own business in the payment field, they also need to establish a strategic cooperative relationship with a payment platform in order to achieve the characteristics of differentiation and lower rates; after sale, Customer service is a direct face to the consumer department, on the one hand, to ensure the smooth service channel, on the other hand, to effectively solve the customer's problem, in the scope of their own risk to take the customer's problem internalization; In order to maintain the independence of all departments, to strengthen the coordination of various departments, especially customer service, after-sale and logistics departments, This will be the customer's problem in the shortest possible time to resolve in an effective manner.

The change of marketing mode under the eco-industrial chain

Along with the formation of the electric business eco-industrial chain, electric business industry within the various operating mechanisms will also change, from the point of view of Network marketing, eco-industrial chain will completely break the "price war" mode, marketing methods will tend to virtuous cycle, that is, brand marketing and effect marketing as the main means, will become the brand autonomy characteristics of the weakening of marketing investment, consumers to establish a high degree of loyalty, the impact of various promotional mechanisms on consumer shopping reduced, sales more from the duplication of purchase, the current use of conventional marketing methods, such as media promotion, portal cooperation, Alliance promotion and so on content will focus on its own service function of marketing, the means of change will not be too obvious, but the method will be more rich, more close to the user's way of marketing, to attract traffic to the website, to achieve transformation, through high-quality, perfect service to cultivate customer loyalty, promotional means will no longer focus on large-scale promotions, At this point ROI tends to be critical, which is the state of the marginal income near 0 in economics. Therefore, in the process of creating the eco-industrial chain, the electric business enterprise should change its marketing strategy timely, and transition the "price war" mode to service marketing, and build the advantage of the service function of the electric business enterprise.

The Electronic Business Eco-industrial chain is still in its infancy, the layout of the industrial chain is still unable to form a strong coordination, is basically in the stage of expansion, eco-industrial chain is the key to the coordination between the different links and cooperation, product flow as the center, is the service function, cost structure of the overall optimization, Service to become a driving force for product sales, the electric business enterprise will take the product sale as the center to the upstream and the downstream industrial chain expansion, then expands the synthesis platform the concept, and thus derives more profit driving point, in essence the electric business ecological industrial chain will subvert the existing operation, the promotion way, In enterprises and users to form a better stickiness and interaction, and for the enterprise to bring the maximum cost benefits.