No. 1th Shop Gege: I realize the four misunderstandings of electric business

After selling the control of store 1th to Wal-Mart, the founder and Chairman Gege reviewed the experiences and lessons of undertaking and concluded that http://www.aliyun.com/zixun/aggregation/7574.html "> electric business has four misunderstandings."

Error: As long as there is traffic, there will be sales

Many people mistakenly believe that traffic will bring sales. Yes, there is a famous saying that traffic is king (Trafficis the King), traffic is the basis of electricity, but do not ignore the importance of traffic quality. Sales = flow x conversion rate x customer unit price, flow is only one of the factors. Conversion rate is defined as the proportion of customers to the Web site to the last purchase, the customer unit price is the average consumer from the site shopping. Low quality

Low flow rate, and even if the customer orders are only to receive gifts or buy a deep discount of the goods, the profit and value of the contribution of 0 or even negative, this flow should be decisively filtered out, do not let it occupy the server, logistics and customer service resources.

In order to obtain the quality of the flow of this point, our approach is to the various channels of traffic refinement management, the development of different flow strategy and conversion rate target value, detailed analysis of the flow characteristics of various channels and different marketing methods to deal with. For example: portals, games, video sites are mostly used to do brand publicity; rebate of the Web site Alliance to the flow of promotional information to facilitate the purchase, and the amount of the league to be certain control to reduce its dependence; traffic from search engines or navigation sites uses accurate search content, associated recommendations, Rich Category Center content prompting its transformation; social networking sites we

Use Word-of-mouth Marketing to disseminate popular topics and related commodities.

Myth Two: Good offline retailer can do it on line

Many people believe that the line is retail, but the channel is different, as long as the goods good, where all good to sell. The great difference between the two is despised here. Offline and online retail each have their advantages and disadvantages, if not to avoid weaknesses may accomplish nothing. Offline retail with physical goods experience, merchandise immediately available, through the scene to stimulate the temporary impulse purchase, close service staff and other features. Online retail with no shop virtual shopping, with a large number of customer information precision Marketing, Word-of-mouth marketing the speed and breadth of communication, not by the region, time and shelf space constraints and other characteristics.

Here is a marketing example. Offline retail most rely on posters and print ads to promote, the use of shop environment and sound, light, taste and other effects to stimulate the purchase, but also through the sales staff and customers face-to-face exchanges to promote the merchandise. And the electric business through SEO, EDM, Network Alliance, portal advertising, SNS cooperation to obtain traffic, at the same time has a large number of customer search, collection, purchase, related to the product data and information, can carry out precision marketing. With Landing Page, links, user comments, scoring system to provide customers with knowledge, experience, authoritative recommendations.

Misunderstanding three: As long as a good grasp of a key point of customer experience is better

Generally believe that the customer has direct contact with the distribution and after-sale customer service to do a good job of the customer experience, which is a big misunderstanding. Customer experience is a comprehensive consideration, involving the richness of goods, sales prices, timely delivery, after-sales service, the advantages and disadvantages of the system and user interface simple and easy to use and so on. The improvement of customer experience is a long process from a little bit by bit, and there is no magic and overnight approach.

Shop number 1th starts from the first week of the line. Daily reports are sent by the Customer service Manager, which is the feedback from the customer through various channels (telephone, email, forum, online research, etc.). Second, we associate each department's KPI with the customer experience, and through these KPIs, we let each position employee make clear how their work affects the customer experience. Make the customer experience improvement a must for each employee's attention point.

Misunderstanding four: As long as the scale of the cost of natural down the electricity quotient is a scale game. Due to the early needs of the electrical business in talent, IT technology and hardware and logistics facilities have considerable investment, the need for a certain scale to be diluted these costs. It is easy to make a mistake, think that with the scale, the cost will naturally drop down. Yes, there is a bargaining weight on the scale, and increased volume can help reduce the cost of purchasing, logistics and marketing. But it is easy to overlook the importance of the expansion of business model (scalability).

When a business model is not expanded, the larger the cost, or the lower the cost, the less expected. For example, a netizen proposed in the community through the property and security to build pick-up points, tube pick-up point of part-time staff can also do community promotion and delivery in the region. This model is completely not expanded, it adds a middle tier and its corresponding time and cost, how to recruit and manage so many community part-time staff will be a nightmare. There are many other misunderstandings, such as the success of vertical electric operators,

The cost of electricity dealers must be lower than the traditional retail, and so on, due to limited space, this is not to repeat.