Some ideas about the development of traditional enterprises ' electric business

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

I. Preface

Working in the Internet industry for nearly 3 years (personal webmaster, electric dealers), and now back to the traditional enterprise work, in the face of traditional enterprises into the field of electricity, the traditional enterprises into the field of electrical business, some ideas want to record down.

This article only takes the electric business development of the enterprise as an example, also because I did not work in the company's electrical business Department, the company's understanding of the electrical business is not deep, just based on the previous experience of the electrical business and in the traditional enterprise work experience with a little idea.

I am working in the traditional lighting industry (instead of the industry for LED lighting), belong to the sunset industry, now want to re-enter the Internet industry, such as everyone has a Guangzhou, Shenzhen, Foshan, near the website operation and promotion, electric business promotion, SEO job opportunities hope to be able to recommend.

The conception of establishing independent electric business platform

The general characteristics of traditional enterprises: have their own production base, supply chain system, has a wealth of offline resources (regional distributors, etc.).

The rapid development of the Internet, is in the high-speed development period, especially in electric commerce.

It is understood: The company's E-commerce is outsourced other service providers, the main platform is in the days of cats, a shop, Beijing-east and other third-party platforms to promote.

Nowadays, the development of electronic commerce is becoming more and more rapid, and the consumer groups are transferring to the 80/90 people. Online shopping is growing, the day cat, Jingdong, a shop, such as integrated Mall, luxury goods industry Shang, Treasures Network, books, such as Amazon, Suning, Gome, Millet, Haier Mall, only goods will, Fank, etc. Rebate, shopping sharing site, all walks of life, such as the electricity business site after the spring-like appearance, competition is growing, sales and market is growing.

But in contrast, the lighting industry in the E-commerce platform has no "leader", the lighting industry, E-commerce is generally not paid attention to, even the industry, OP, NVC and the flow of a special E-commerce platform, not to mention the competitive electric business marketing strategy.

Similarly, from my point of view, our E-commerce is also in the beginning of the state, just in the third party platform such as the cat, Jing Dong, such as the opening of shops, and does not belong to their own promotion and service platform. From my experience, I would like to look at the following questions:

1. Positioning itself.

Now the electric business in the industry want to bigger and stronger, in the industry "leader" status of the electric business enterprises will have their own electric business platform, rather than relying entirely on third-party platforms.

Relying on the Third-party platform, although conducive to early profit, suitable for the use of small and medium-sized electric business platform, but this relying on third-party platform is not conducive to customer relationship management and collection, brand promotion, and is subject to other platforms, late constraints too much, such as the loss of Third-party platform traffic or platform support, all previous efforts will be put into the water. 2012 years ago, the famous "crack silk" and other well-known "Amoy brand" in the traditional brand into the cat platform after the flow of a significant decline is proof; Alibaba promotion "Day cat" after Taobao store traffic support significantly reduce is also Alibaba enterprise strategic adjustment after the victim. And such as a substantial promotion of the cat and other Third-party platform stores, the user first thought is the cat and other three-party platform, rather than shop brands, for them to do wedding clothes bale.

And the current stage of well-known electric business platform strategy is generally divided into two kinds: one is the integration of the industry, channel platform, such as the book industry when, Amazon, mother and child products red children, wine industry Jiuxian Network, this is a vertical industry integration platform (such as B+B2C mode); Promote a brand in the industry's visibility, thereby occupying sales (traditional B2C/O2O mode).

According to our situation, it is obvious that the second type of electric business platform more suitable for Division I, plus line under the integration of resources, I believe that with the growth of the network platform, brand awareness will become more and more loud, to achieve the line under the marketing of the double win.

Of course, this establishment of independent electric business platform will not have too much profit in the early stage, its biggest advantage in the initial stage is the promotion of brand, customer data continued to grow and management.

2. Platform promotion and User stickiness promotion (promotion and content generation).

Network promotion is the most important and core part of the electric business platform. In the final analysis, the electric business battle is "the flow of war." So the network promotion must have own promotion team and the promotion channel.

Obviously, our electric business platform has not had its own promotion team, also did not develop their own promotional channels and resources. Can not achieve the use of offline resources to promote the purpose of the platform products. such as: Distributor stores to promote micro-letter platform, the official mall, etc. (promote the way not listed here).

Compared with the network promotion, the potential user's development as well as the user stickiness (two times, three times conversion rate ...), our electronic commerce believes has not been involved in this aspect.

What users need is content, and potential users only through content to become the site's users, and only more practical, richer content will have to occupy more traffic entrance. This is also Baidu will launch Baidu Library, know, encyclopedia, 360 will promote the content platform of Wikipedia and other reasons. Obviously, I division in the Internet marketing has not such a sense, and such a result is the loss of a large number of traffic entry.

and want their own content is no doubt also need their own electric business platform, more need more people and better content generation mechanism to produce a lot of excellent content, and as a manufacturing enterprise, in this respect is undoubtedly a big advantage.

3. Traditional Enterprise Advantages

Compared with the traditional brand to enter the electric business industry has a competitive advantage, the opportunity is undoubtedly very important. In the current industry without a "leader" in the case of access to the electric business industry, I believe the advantages will be very large.

Last year in Xiamen participated in the "Win-time" electric Business Forum, one of the views of "traditional brand into the electric industry for the network brand is a naked crush, especially the supply chain and capital investment." "This view is not absolute, but there is a reason."

(1) Offline platform support. As a listed brand, in the market has a certain degree of visibility, and in the market has a large number of distributors, can be combined with offline resources to promote, accelerate the growth of the electric business platform.

(2) The advantage of the personnel. In the initial stage of the site, the number of loyal users to the growth of the site can lay a good foundation.

(3) Supply chain support. As a manufacturing enterprise, it is undoubtedly more advantageous and competitive for the electric business industry.

(4) The advantage of money. This is not a lot of words.

4. Electric Business Platform Concept

According to the traditional electric business platform and our situation, I have done some thinking on the company's electric platform, after finishing roughly as follows:

(a) Re-build online brand B2C/B+B2C electric business model. In order to avoid online resources (price, supply chain, etc.) system conflict, to rebuild an online internet brand. And can be expanded into a supplier to join the model, playing to create a vertical type of industry mall.

(ii) line under the brand combination, to create the existing brand B2C/O2O mode of electrical business. This can be effectively combined with online resources under the line, and can do the line under the win. And can be combined with the existing brand supply chain, distributor system, to create O2O mode of electrical business. To enhance the existing brand awareness.

Expansion: According to the dealer channel construction mechanism, the principle applied to e-commerce. Can be combined with municipal (provincial) distributor stores, open the city-level (provincial) online mall, by the regional distributor to control the local mall, and then the customer orders by local distributors after the delivery, after sale or by the customer online under the single, offline to take the goods marketing model, so compared with the traditional online marketing has the same city services, concise service (such as after sale), The brand image, the popularity promotion is easier, the line promotion utilization higher advantage, forms the B2C/O2O on-line mall. (PS: Just simple ideas, of course it will be more complex)

(c) Other

(1) Shopping malls can be considered to add business-to-business, after-sales service, engineering, activities and other characteristics of feature pages, functions.

(2) Add the content platform and the promotion channel, the method accumulation.

Deep Mining user attributes, to create the corresponding content, the content platform can attract a large number of users, is the site's long-term development of the necessary modules. such as lighting design for decoration personnel, to attract buyers, engineering parties and so on.

Of course, the above thoughts may be very immature, also just on the platform of the initial development of the electric business idea, because of the company's strategy is not very understanding, so some aspects of ill-conceived, but I deeply believe that: the Internet is developing rapidly, and internet marketing may be the company can further development of the opportunity, we should take a good grasp.

Internet marketing is getting hotter, believe is also the general trend, but the same, the electricity business competition is also very cruel (for the customer is the whole country or even the world), one step wrong full disk is not uncommon, in the present is still unclear lighting industry, individuals think the occupation of the market is very important. If the company's development strategy involves the field of electrical business, the proposal can speed up the pace.

Third, the electric Business Operation promotion Plan

SEO Promotion

1. Search Engine SEO

(1) According to the industry, different user attributes, product attributes, such as the establishment of multi-dimensional user search keyword database, according to the key word database to determine user Content generation mechanism and content planning, the use of a large number of content coverage of the industry search flow portal, can also enhance the website stickiness, forming two times, three times conversion rate ......, such as:

A mall main station keyword selection, the category of filtering attributes keyword, such as the building, related to the main station drainage, keyword selection and set the necessary reasonable.

b decoration knowledge, automobile lamp knowledge and other professional knowledge can use information form;

C Product Maintenance Knowledge, after-sale knowledge can be used in question and answer form, by the user groups to create content spontaneously;

D Product evaluation of the entrance can be purchased through the Mall of the evaluation of the aggregation, which can be a short period of time to form a large number of content, increase the weight of the site, and can add a large number of long tail keyword rankings;

E can build the sharing station, the Forum Exchange platform and so on according to the demand.

F thinking about the feasibility of electricity trading (SNS platform).

(2) To determine the key words and content to create a mechanism, to determine the keyword layout and keyword ranking optimization plan. such as page layout, weight distribution, structural optimization, outside the chain plan. To achieve the goal of increasing web traffic.

2. Taobao seo. For Taobao and other third-party platforms, research Taobao and other Third-party platform of the natural ranking rules, summed up Taobao ranking factors, such as the use of keywords, the explosion of the building, the impact of the jump rate, and according to these factors to do the corresponding optimization, so as to enhance Taobao and other third-party platforms free flow of the upgrade.

Two. Bid promotion

1. Search engine Bid Promotion

A. Now the domestic bidding platform is mainly focused on Baidu bidding and 360 bid promotion.

B. According to the region, user attributes and other dimensions of the formation of a key word library table, different dimensions to form different advertising programs. For example, xx frequent occurrence of a disease, the need for ultraviolet lamp, then you can focus on the region to launch a competitive advertising, and collect easy to form the purchase of the nature of the UV lamp related search keywords, and for no market areas to reduce or not put into place, so as to enhance the cost of keyword delivery

C. keyword delivery to have different creative copy, to attract users to click the purpose.

D. Keywords and creativity to form a keyword base according to different dimensions, according to the market, season and other regular key words maintenance, update and management.

e keyword accuracy of the promotion. According to different key words, determine the corresponding user attributes, make different landing page, improve the conversion rate of the website.

2. Taobao auction (through train, drilling exhibition, etc.)

More typical is through train, drilling exhibition, to enhance the flow of Taobao, now the price and competition is increasingly high, cost-effective promotion is also very important. And the search engine bidding to promote the same need to focus on creativity and keyword accuracy.

Three. Advertising federation (mainly in the form of CPS)

1. Third-party platform Advertising Alliance platform. The most typical such as the Taobao Alliance. Other Third-party platforms also have advertising Alliance platform, such as the Beijing-East Alliance, when the Alliance and so on. Join the Third party Alliance platform, make the corresponding promotion policy, and the promotion personnel information management and collection, such as regular release activities, formulate corresponding incentive measures, promote the promotion of Advertising Alliance platform growth. Many Amoy brands such as "Royal Mud Square", Dream Bazaar has been through this program to increase the number of Taobao customers.

2. Select such as Baidu Alliance, the results of the network, billion, such as the introduction of the well-known advertising Alliance, and the corresponding platform for the promotion of data formation records, the excellent site owners to actively contact and provide incentives and other measures. (Taobao Cat Shop can also join some advertising Alliance platform)

3. You can consider your own advertising Alliance platform. such as higher visibility, can build ad league, so for the promotion of users easier to manage. For their own brand building, platform cost loss is also an advantage. Dream Bazaar Dream Bazaar Alliance, through the mailbox marketing, QQ marketing, etc. (Will Dream Bazaar Alliance to the main website to promote, thereby attracting a large number of site owners to use the Dream Bazaar This advertising alliance), for the Dream Bazaar brand Rise played a greater role.

Four. Micro-marketing

1, micro-bo, micro-letter marketing is the latest trend. Especially micro-credit marketing. Personally believe that micro-trust platform for the electrical business is mainly used for customer relationship maintenance and the return of old customers. According to the customer regularly share content (analysis of user attributes, development of content sharing rules), and the establishment of micro-mall.

2. Cooperation with offline resources: In the store ads, product packaging line display micro-letter two-dimensional code.

3. In the electric business website, the soft article promotion platform displays the micro-letter two-dimensional code.

Five. Customer relationship management and large data platform applications

1. Collect customer information, according to different dimensions, the establishment of a customer database, can be used for regular visits to customers, activities and other notices.

2. According to different products, analysis of the relevant industry user attributes, such as car lamp car cushion, car accessories, car beauty, car tires, car repair industry, through the method (to these industry sites to purchase user information) to obtain the corresponding user information, and their reorganization.

3. According to different user classifications, develop appropriate content recommendation mechanism, such as daily (week) Recommend So-and-so products, such articles, formulate the corresponding page or display mechanism, through the QQ marketing, mailbox marketing, micro-credit marketing, SMS marketing, telephone marketing and so on issued to the corresponding customers, and to facilitate the transaction.

such as our car lamp electric dealer, if you can get auto, easy Vehicle Network registered user information (these sites are registered users at least millions above), so that your car lights have more than million potential users, such as the user data analysis, collation, do a good job marketing, I believe that sales are not a problem.

Six. Online resource integration

1. Store ads on the website, micro-letter propaganda, product packaging micro-letter, website publicity, such as Product color box can add micro-letter two-dimensional code.

2. The establishment joins the investment platform.

(1) such as independent mall positioning as the industry vertical platform, can increase the mode of joining the Web site, which is also the traditional mode of electrical business, designed to attract other brands to join the industry platform to enhance the brand's industry status, can also enrich the product line.

(2) for the offline distributor to establish a franchise platform. Now offline dealers have been the major brands occupy, want to product faster, more widely occupied the market can not be lack of distributors to join, such as the establishment of distributors online application channel, I believe the market opportunities will be more.

According to the region, display the local agent information (store name, address, join information), do a good job of joining information display page.

To establish a Web site application channel, by leaving contact, contact information, address, etc., the initial verification of the joining information can be contacted by contact to join the applicant, so that people who want to start a business can be better, more convenient to find the source of information, to understand the source, but also to facilitate the development of

(3) The promotion of the Alliance platform. In order to allow more people to join the platform, to join the dissemination of information is the basis for advertising, the local platform (such as the lack of distribution mountain, can find local forum to publish ads) and other publicity.

3. Other. such as the company staff to help create Web site content, online orders-dealer delivery of marketing models.

Seven. Advertising and cooperation

1. Collect relevant industry websites, contact with the site owner, and reach an advertising partnership or purchase advertising position.

2. With other electrical network to form the Promotion of Alliance relations (car dealers to promote our car lights, our website to promote cars, the relationship of complementary advantages).

3. Regularly publish website activities to attract customers and promote sales.

4. For online advertising cooperation, the site's visibility, authority is very important (such as traffic data, Alexa rankings, SEO data, etc.), so pay attention to enhance the industry visibility, effectively enhance the cooperation with the Third-party platform (related data promotion), such as banks, other large businesses.

Eight. Other

Baidu Platform Promotion, forum promotion, blog platform, and so on, these promotional methods is not the mainstream way, by chance, this is not done analysis.

Four, to enter the field of electrical business attention

1. Product planning, analysis and information improvement.

A specification of the Lighting industry subdivision products category;

B Standardize product selection standards (such as standardized products, high viscosity users, higher profits), to ensure that the goods range of products under the conditions to choose the right goods shelves;

C different categories of goods to have different product display, product design (online display design and product packaging, etc.) or operational strategy.

D Electric Business is to do product sales, product design is very important. Lamps belong to non-standard products, in the minds of users do not have recognized, clear product quality evaluation criteria. The company needs to analyze product attributes and highlights, sorting out the Competitive Advantage attribute sheet (such as product picture, use display, function attribute, product brightness, color, price, installation beauty, etc.) in the electric business, and optimize the product.

2. Online brand conflict and channel integration.

For from the traditional industry into the field of electricity, face line under the brand conflict and channel positioning, integration issues:

A. Continue to use the Enterprise brand, using the idea of establishing an independent electric business platform, which can use the offline resources of the existing enterprise well, enhance the brand image of the enterprise, and facilitate the initial and medium-term development of the electric business. But also to the line under the integration of resources, brand conflict avoidance put forward higher requirements.

B. The establishment of a separate Internet online commodity brand, and the enterprise line under the brand differentiation, to do a vertical class platform, the use of b+b2b join mode. This way the utilization of offline resources is not high, market competition is greater, but do not need to consider too many brand conflicts and channel internal friction, but also conducive to the late development of the electric business. Author: Pengjinjie

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