The Business-to-consumer Web site cannot expand its product line blindly

The Business-to-consumer Web site cannot expand its product line blindly

The Heart of Rock

Data show that 2010 E-commerce transactions will be more than 4 trillion yuan, online shopping will be more than 400 billion yuan. It is expected that China's consumer e-commerce market in the next five years of composite annual growth rate will reach 42%, the total market size of 3721.html ">2014 year will reach 1.523 trillion yuan, accounting for the total domestic retail sales of 7.2%."

Compared with Europe, Japan and South Korea, China's e-commerce development is still in the initial stage. Data show that online shopping has become a normal state in Europe, America, Japan and South Korea and other developed countries. America's net-purchase penetration rate is even 70%, even though Japan and South Korea have reached 53.6% and 57% respectively. Among the more than 400 million netizens in China, only about 100 million internet users are online buyers. This also means that China's e-commerce has a greater development prospects.

Management master Peter Drucker said: The competition of contemporary enterprises is not the competition between products, but the competition between the business model. E-commerce is the inevitable choice of the internet age business model. Therefore, E-commerce is not the question whether the enterprise needs, but when to do, how to do the problem. I believe that with the rapid development of China's Internet and the increasing market share, E-commerce will occupy an increasingly important position in China's social economy. The author is optimistic about the mode of E-commerce, and has always believed that the business is to lead China's e-commerce to mature key.

Looking at the current E-commerce Web site development, many enterprises have been from a single category of online shopping to other industries infiltration. Red children since the establishment of 04 only mother and child supplies, and then began to do food, makeup, do digital, home and other household items, Dangdang from selling books to sell department stores, Jingdong Mall from selling 3C products to sell department stores and so on. Start with a category of goods, and then use the accumulated brand and users to expand to other areas is the work of the business website. Is this expansion correct? How can we guarantee the success of expansion?

In fact, this topic is still commonplace. In a number of previous articles on electronic commerce, I talked about the importance of the infrastructure construction and customization of the products. The establishment of their own logistics distribution team and warehousing system, a strong information system and telephone customer service system, which is the key to improve the turnover of goods, but also to improve the quality of service of the key. For example, red children built more than 1700 people's logistics team, more than 500 people's telephone customer service system. In addition to these infrastructure developments, the expansion of business e-business should focus on two points:

As we all know, e-commerce is the unity of information flow, capital flow and logistics "three flows". The information Flow "includes the construction of Enterprise's online information platform and communication with customers, the former mainly refers to the building and maintenance of E-commerce website, the latter is mainly the content of network marketing, including pre-sale, sale and after-sale service, interactive development , customer experience and so on. In other words, an e-commerce transaction is to build E-commerce trading platform-products and services Network Marketing-Logistics distribution-Customer experience analysis and summary of such a process. So, the two questions about whether the expansion was right and how to ensure the success of the expansion are the two issues that need to be answered from the process.

First of all, to the original brand attributes and customer base expansion. For example, it would be inappropriate if Wal-Mart were to expand its sales of building materials. The author does not agree with the expansion strategy of some companies. There are also questions about the expansion of the red child. In fact, the red Child's expansion is the least risky and the most appropriate. Careful analysis of their category can be found, whether the original mother and child, or the current food, make-up or other, although the category is much, but ça, their choice of products are still around home life, around the mother and child user base, but to find the relatively broader needs of these groups, Gives these consumers more room for choice. For example, soya-bean milk machine, digital camera, these are the mother to take care of children or take children out to play the necessary. Because, no matter how you develop, no matter how big a business you are, let your audience recognition is the most important.

Again, build the community and increase the interaction between users, thereby enhancing the stickiness of the client. Social networking sites are now the hottest Internet apps and are considered the perfect partner for E-commerce. Because through the network of social relations, can let the user mutual trust, and conducive to the spread of Word-of-mouth. So it should be combined with social networks to give users a sense of belonging. Current website of the Business-to-consumer, red children should be the only community-built E-commerce enterprises, they launched the Redmama community, is the mother of interactive exchanges, but also with experts to learn from the place, the community managers will not only invite experts to interview, but also regularly carry out some offline activities, such as fleas, etc., Their original intention is to increase the stickiness of the community, improve the fun of shopping, and from the recent reports I have also involved a special meaning such as donations.

Finally, summarize the necessary conditions for the expansion of the Business-to-consumer website. Logistics, warehousing, customer service The construction of these related facilities is the basis of the expansion of the company, while the expansion of the original brand core and user group is the strategy of the expansion of the company, the introduction of the community is to increase the user's stickiness, active consumer atmosphere of the catalyst.