The company's DNA in the electricity market

Online retail accounts for about 1.9% of total social retail sales in 2010, compared with 6.3% in the United States and 7.8% in the US, according to the data from Eric Consulting. Relevant departments expect that by 2012 China's online retail sales market will reach 713 billion yuan, accounting for the overall market size of 3.5%. The country's Ministry of Commerce predicts that by 2013 China will account for 5% of the total social retail trade. Data show that, on the one hand, China's retail industry in the development of electric business channel is relatively backward, on the other hand, the channel has unlimited potential!

As a result, the recent traditional enterprises to get online, on the one hand, the electric business industry swords. However, the problem that traditional enterprises encounter is more confusing than harvest: how to deal with channel conflict? How to grasp the network public opinion? How does the Enterprise Service system adapt to the fast changing electric business channel?

After a temper, the traditional enterprise has gradually realized: the original electric business channel is not to build a website so simple! Enterprises under the development of online often by a lot of background environment constraints, in fact, E-commerce platform is the same! Different from the offline, the rapid development of the network environment requires the Electronic Business platform for emergency response. Companies need to build up the DNA that adapts to the electrical business channel. Some experts liken it to a war, "You are the army, you can bring a regiment, but I will give you an Air Force fleet tomorrow you can't fight, you can't drive a plane." "The fact is that the idea is also being phased out:" There is a small source of information that said, "the Chinese postal Company's investment in the business of the corporate website, the Mail, announced February 1, 2011, or become the first to fail this year's website." ”

The special realistic environment of our country brings the difficult point which the seemingly formidable traditional enterprise can not anticipate, for example: The logistics channel lags behind, the enterprise management system does not have the study type enterprise characteristic, the enterprise electronic management backwardness and so on. In contrast, in the United States, where logistics channels are consistently developed, half of the top ten online retail sales are the corporate-run consumer Web site.

So, what is the main problem that the traditional enterprise establishes the electric business channel to face?

From within the enterprise, nothing more than three points:

• Consciousness, especially the leader's awareness of how to keep up with the development of electric business channels. The boss of the traditional enterprise said that the Enterprise net, established the electric Business department. While watching the traditional channels accounted for the absolute bulk of the performance of the electric business is either indifferent, or enthusiasm. Lack of rational understanding and planning.

• Organization, How is the organization compatible with the electrical business channel? Within the organization of traditional enterprises, there is often a lack of necessary support and understanding for the electrical business channels that need rapid emergency response. For the social marketing channel more lack of cognition, generally take hasty deletion of the so-called "public opinion control" way "fix" the problem.

• Talents, traditional enterprises must lack the marketing, technology and operation talents required by the electric business channel. Traditional enterprises in the management of the problem of electric talents often take a simple "digging angle" approach, but usually airborne troops will find that the enterprise provides only a high salary, there is a fundamental lack of electrical business and electrical quotient of the compatible system, cultural environment. Talent survival crisis, business is struggling!

From the point of view of the electric business, the traditional enterprise lacks the professional ability of the electric dealer:

• Technical capability.

• Operational capabilities.

• Marketing capabilities.

Summing up, the traditional enterprise venture into the field of electrical business outcome is: No clue, not focus, large investment, slow. Therefore, there are two choices in the strategic choice of enterprises: self-construction channels, outsourcing channels. There are three main types of current mainstream:

1, self-built Channel type: such as Suning easy to buy, Foxconn's platform for the Flying Tiger Tesco, relying on the strong resources of Yintai department stores, such as silver and Thai network.

2, the purchase of mature channels: such as November 22, 2010, Gome Foreign announced to 48 million yuan to buy Bowser shopping Network (formerly century Electrical Network) 80% of the equity. Another is the recent rumors Wal-Mart to buy Jingdong mall was Liu refused.

3, Channel outsourcing: such as Nokia, Motorola, Sony Ericsson, Dopod, HTC, Clarks, 2% apparel, Bersin Dogger and other well-known brands will be outsourced to the largest E-commerce outsourcing business long letter Tatsu. Hing Long letter Tatsu from the main operating mode can be seen, the operation of the 10-year electric business channel outsourcing has a call center, logistics channels, technical support, electric business operations, media promotion, such as a complete set of electronic business system. From the traditional enterprise services, is one of the most efficient solution. It is reported that in Beijing, Shanghai has a number of similar service providers began to follow suit, but to make scale and professional degree is already rare.

To keep up with the rapid development of the Internet and the increasingly competitive electricity market, companies must have the DNA of the electric dealer. According to the enterprise's strategy, size, sense of urgency and resources, must make the most suitable for their own set of solutions.