Suggestions and precautions for traditional enterprise Internet strategic planning

Recent news reports that the United States will be the company of the company to divest the business of the listed companies, by affiliated companies operating independently, its profit and loss is no longer included in the listed company statements. The business has been operating for almost a year in less than two years, from the start of preparation to stripping. Total investment of more than 60 million, sustained losses, no profit, and the actual sales of less than the fraction of offline sales.

Now, there are many traditional enterprises also from a few years ago ambitious into the internet, to the actual operation found that the taro is really hot, gradually rational, to the last fade. At the same time, there are many traditional enterprises continue to enter the Internet industry, and constantly repeated the failure to fade out of the story.

The traditional enterprise's Internet strategy should be how to plan, what are the precautions?

I think, first of all, traditional enterprises should have the following understanding:

1, the traditional core business whether in the present or future with the Internet is closely related.

How to understand? Take the United States, its products are young fashion apparel, in the present time, its target consumers and Internet users to share the depth of the purchase. This has the premise that the enterprise implements the Internet strategy.

2, the Internet strategy is not just the electricity business, do not only to do the electricity dealer.

Many traditional enterprises are production, sales enterprises, its access to the Internet, the first thought is to do the electrical business. The first thing the electric dealer thinks of is to build the electricity quotient.

In fact, it is not so, in the Internet strategic planning, since the construction of the electricity business is not suitable for all enterprises, and since the construction of the electricity business investment, professional team construction and operational risk, often only for very few traditional enterprises.

From the point of view of electric business tactics, traditional enterprises can also choose to cooperate with the third party online mall or acquire the mature company.

and the traditional enterprise Internet strategy I think should include commerce, e-marketing and E-CRM, etc.

With these two points of understanding, we look at the traditional enterprise Internet strategy should be how to plan more reasonable?

First, the formulation and planning of any strategy must not be divorced from its strategic objectives.

What is the purpose of the traditional enterprise first to determine its own internet strategy?

I recommend the following three purposes:

One goal: Increase online sales

It goes without saying that sales of products are increased through the Internet. But what needs to be defined here is whether the increased sales have grabbed offline sales, shifted it to online sales, or real new sales. The latter must be the true expression of this strategic purpose.

The aim of this strategy is also the net of most traditional enterprises.

Objective two: to promote sales

Promoting sales means not only promoting online sales, but also promoting offline sales.

Objective: To establish a consumer database (information, purchase behavior, etc.) for data analysis, to provide the basis for relevant decision-making.

Many companies will ignore this goal, or it will not be listed separately, but this goal is very important.

After defining the strategic objectives, the second step in strategic planning is to find out the path to achieving these goals.

We one analysis.

One, the path to achieve the first goal

Strategic purpose: Increase online sales

Implementation path: Commerce Electrical Business

Path selection:

Ii. path to achieving the second goal

Strategic purpose: To promote sales

Implementation path: E-marketing Online Marketing

Path selection:

What needs to be explained is: E-marketing not only promotes online sales, but also promotes the sale of traditional channels under the line.

This includes the strategic path Support in commerce:

1, the Third-party Cooperation Mall online activities support

2. Self-built or acquired business online marketing

Online marketing activities throughout the line, including branding and delivery, online promotions, online PR activities, database marketing, and so on, that is, internet-based online marketing activities, aimed at promoting the line of merchandise sales, brand building and delivery.

Iii. ways to achieve the third goal

Strategic objective: To establish a consumer database (information, purchase behavior, etc.) for data analysis, to provide the basis for relevant decision-making.

Implementation path: E-CRM Online Customer Relationship Management

Path selection:

E-CRM is mainly to integrate multiple databases within the company (user information, purchase information, sales information, aftermarket information, dealer information, etc., and company partner data (such as sales data on Amazon's own goods, customer data, etc.), and be based on the web, timely update, and unified on a platform for operational management; , it is more important to carry out data analysis and database marketing, to carry out data-driven website operation and company operation under the line of Enterprise online.

It is recommended that foreign salesforce or domestic 800 customers, cloud-based CRM platform.

But data analysis and database marketing require a professional team.

You will find that three purposes, three paths, are partly interlaced; Yes, this is based on the internet characteristics of data analysis and database marketing;

Data-driven operation, rational scientific operation thought.

The third step of strategic planning is based on the analysis of its own enterprise resources, ability and external competitive environment, and chooses the best path combination suitable for the enterprise to achieve strategic objectives.

Here, I provide an analysis of ideas for your reference, see the following figure:

In this way, the traditional enterprise's Internet strategic planning will step by step clear, and can work out a relatively reasonable strategic planning.

On the traditional enterprise Internet strategic planning and implementation, I think there are the following points to note:

1, the increase in the online sales must be real increase, rather than robbing the line under the channel.

Here we need to define the sales of commodity brands, category should and offline channel sales of the difference between the one hand to avoid the conflict with the traditional channels of interest, on the other hand increased the actual sales, and completed the Internet strategic layout for the future contraction line under the channel lay a good foundation.

2, must find the Internet professional team operation management.

Some of the traditional enterprises to understand the electrical business projects, found that they are not too familiar with the electrical quotient, simply think that is online sales of goods, and offline Sales no difference. In fact, the electric business operation is a highly specialized work. Need to understand the site information architecture planning, website optimization, website promotion, data analysis and so on.

Website operation itself is a dynamic optimization process. To find a professional team operation management, resulting in a huge benefit.

3, good financial planning, emphasizing ROI.

In the website operation process, needs to have the good financial plan, the clear own profit and loss balance point, understands the project operation the ROI, and guides the website to operate each aspect the work. Of course, there is a trade-off between scale, growth rate and ROI, depending on the purpose and the duration of the operation.

4, do not attach too much importance to the self-built, cooperative mall is a better choice.

Once you've identified your own, don't expect it to be too big, thinking that online sales are going to be a lot higher or bigger than the total sales. Because of the high operating costs, especially the high cost of user access, the ROI of the self-built consumer is not ideal. The best option at this time is to cooperate with the third party online mall and expand the sales of cooperation. Establish and complete database and data analysis, and gradually improve the operating basis of the self-built business.

About the traditional enterprise's Internet strategic planning and attention, temporarily share these, welcome everyone to Pat Bricks.