The dilemma and optimal path of commercial commerce in real business

Electric business tide, all kinds of enterprises, active preparation, and strive for homeopathy, hope to succeed. However, the new things to the electric business, the actual results and expectations of a large gap, need to cultivate knowledge, can be devised.

One, the core reason that the entity business makes the electronic commerce to be in trouble

(i) Non-professional people do professional things, still with solid ideas to lead the physical talent, physical experience becomes an obstacle

The business enterprise repeatedly tries, after many ups and downs, all realizes many entity's successful experience in the electricity business is the development obstacle, many attempts which carry on the entity way have paid the failure the price. China's retail power to try the practice of electric dealers tell us that to use extended, respect for professional to less detours, walking to stability. But because there are few real sense of the electric quotient Cai, generalship. Foreign talent difficult to move, costly, acclimatized.

The development of commercial enterprises so far, the entity management team filling, self-confidence spoiling, the courage to do things, its ambition commendable, its line can be Benjamin. Recently, the major initiatives are frequent, the year of large action, but did not see the solution to the problem of professional leadership.

Carcase not to seize the chi, the armed forces can not be taken handsome. Now still follow the mode of touching the river, really worry, the electricity merchant this river is too deep, the history basically did not have enough to end, let alone still have to rely on touch stone to advance.

(b) The mother is lazy, the tree does not grow grass, physical resources become "look very beautiful" dependence

The resources of various commercial entities, including brand and supplier resources, are also the root of the special self-confidence and special pride of the real electric trader.

From the physical passenger flow, the location is the core of the key, good lot does not worry about no one, and an investment, continued to benefit, long-term value-added. and the electric business environment, no network promotion, is the information island, improper network promotion, is to burn money, continue to promote, is equal to continue to spend money, do not promote the flow of the sharp drop, the so-called "burning money is to find death, not burning money is dead". Taobao, Jingdong has developed, can maintain high investment. Our entity developed e-commerce How to solve this problem, now the answer seems to be "shop more", or "brand good."

From the physical goods, the field rent pool is the entity's normal, distribution capacity is not the advantage of the entity. How to solve the goods, the various entities of the electrical business is asking to ask in! We understand that if you move the physical store online, the Chinese retail industry has long been successful. Inventory is the evidence of the future. China's retail industry to do electricity, are accustomed to pressure suppliers to test the water, once the wolf came to say, if it is always unable to form large-scale sales, many times the wolf came, there is no one to reason.

From the Entity brand look, the brand is equivalent to the credibility of the endorsement, the value is very large. But the biggest value of the entity retail brand is limited to this, the electricity merchant consumer will not because of the prestige of the brand and must buy in a shop. Because the electricity business consumer and entity consumer biggest difference is to shop the cost is 0, the change Shop cost is 0, change many shop cost or 0. So the entity consumer first chooses the shop, if that store is big enough or goes to other shops to have no time or lazy to run, will buy, but the net buys is compared to satisfies. Thus, any confidence that overestimate the role and value of the entity's brand is risky.

From the entity sales, physical shop decoration grade, especially the professional shopping assistant is the physical retail outlets to stimulate consumption of powerful means. What about the electric dealer? There is no shopping guide, instant Messaging to do a guest suit can also be, do consumer stimulation is too reluctantly. What motivates consumption on a page with an average stay of 0.7 seconds? Can only rely on online shopping psychology network social behavior Study! Are there any professionals in these two areas? Are there any large-scale operations experience? Can you react quickly? These are the problems.

(iii) enthusiastic mode, hope in big strokes, operating bucket short plate frequency, platform become "online shelves"

Now the society is more impetuous, the society does the electricity quotient, high dozen, the practical less, the empty talk pattern also became a kind of "Vogue". If you think that their retail base is thick, the condition is good, more self-confident, think the operation problem can be solved, so also on the spirit of learning advanced actively involved. The idea is good, but the mentality is more anxious, always want to rely on the Enterprise Foundation to make a recruit new. Organizational energy is limited, the real essence of things is lack of attention. So should be sold, set the customer, anchor "triple" Site technology platform, whether it is their own development, or outsourcing so-called standard successful platform, have become "online shelves." In essence, the commodity information Flip Bar advertising a little interaction, the actual sense than the second-tier city entities old supermarkets, not to mention the network rich media to explore the vivid expression of the ability, then the net purchase consumption from the heat easily become backwater.

Second, the cultivation into a magnificent martial arts "two-use", the logistics of electrical business

We are all students in the electric business, we Dora, in the short term it seems that the timetable for solving these problems is still unclear and the success rate cannot be confirmed. In this case, the enterprise should be on the basis of scientific decision-making, both to avoid the omission, but also to eliminate chaos. More focused, is to solve the problem of customer consumption source. Through the integration of resources, become a network shopping CBD, specifically, is to cultivate into a magnificent martial arts "one for two", many times the battle force.

(a) What is "one heart and two uses"

Set up a network shopping center

The construction line is a guest center, which can effectively solve the problem that the entity retailer has no golden lot on the network, lacks the flow of passengers and the information island. Do "NET buys CDB" is to do the online CBD real estate business, let the enterprise do oneself the most good thing on the net, open a shop in the CBD.

One of two uses: Supply chain technology, to determine the product demand

On the basis of "one heart" to build the largest line of the last guest center, the use of intelligent supply chain IT systems and professional management analysis, periodic feedback of the current consumption of the explosion, forecast the recent consumption hotspots, depicting the long-term trend of consumption.

Two uses: The Panorama tunnel technology, stimulates the net to purchase the consumption

To help retailers overcome the "online shelves" of the status quo, the use of panoramic tunneling technology, a comprehensive presentation of commodity-related conditions, and to help consumers quickly direct, overcome consumer doubts and hesitation, significantly improve the consumption chance.

"Two uses", so that "network shopping CBD" not only to help enterprises to effectively overcome the existing difficulties, but also fair and impartial public, for all enterprises to provide a competition by their own strength, focus on the ability to play their own perfect space. can help improve the electric business environment, fair competition, and do not restrict, limit and replace the enterprise "network shopping CBD" should be the aspiration, harmonious, for the Chinese electric business model.

(b) How to "two-way", the operator

"One for two" "network shopping CBD" is currently the preferred route of the electric quotient, but how to strategize, implementation and implementation?

1, expand the way: the use of money to try the road, the effort, must be combined with the cause of the elite, woe

The use of money to test the road is now a lot of enterprises to develop the main mode of E-commerce, but also the electrical business "one will be difficult to find" the current situation caused by the helpless choice. Helpless choice, lead to repeat the failure of others failed, another walk through the detours. No matter from the financial resources cost, or time opportunity cost is spent wrong money to do injustice, the effort.

In order to succeed in electronic commerce, we must unite a group of the real elite of the electric business industry, and must be the elite of all aspects, the so-called clap, Maki, not enough to accomplish. Such benefits are known to all, but they are difficult in practice.

The human resource of one or two elites is expensive, and the risk is huge, fear is entrusted inhuman, a group of elites of all aspects is more difficult to bear in the start-up period. And even if there is money, there is a willingness to say whether the other person is willing to start from a position that has already been successful, from 0. Is it easy to move people, whether the real material, whether it can blow can not do, or southern orange?

The world's most intelligent, most profitable group of people, the practice of venture capitalists give us a stark revelation. "Let professionals use their own resources to invest in equity, so that people use their own current income to gamble." This can greatly avoid the so-called talent, with our money speculative adventures, after all, they have lost the same huge loss, but also the greatest incentive for real talent to play the responsibility of ownership, so that they are fully engaged in our cause, very good solution to the problem of professional managers, management professionals.

2. Cooperation object: Seeking benchmarking Company of China Electric Industry

To find a dedicated E-commerce team, the professional team can truly help customers achieve the success of the electrical business, which is only an E-commerce technology platform or only consultants regardless of operating results of the company has an essential difference.

Electric business is the operating system security line is the lifeline, and the electrical business and ERP, must be partially exposed outside the network, technical safety and communication security requirements, far more than traditional retail, to achieve the level of financial system requirements. The bigger the platform without the core technology capability, the greater the risk, which requires a large number of top professional talents in all aspects.

Online shopping is also different from the physical shopping can be directly inquiries, shopping guide, it is not possible to communicate the first time the idea of consumers, this needs to study the online purchase of consumer psychology research and network social behavior, used to guide consumption, local conditions to develop sales strategy.

From the current research situation, there are interested in the public, IBM and other companies in these areas with comparable comparability. Compared with IBM's Tens service costs, and the more difficult depth of cooperation, the former has to serve a number of listed companies, well-known enterprises, and even international companies, success stories in E-commerce project success rate and customer investment return are very leading. The team in the DBO mode of service in a Chinese retail hundred companies, online 6-month sales of over 30 million, external marketing costs only 300,000, creating a Chinese retail e-commerce investment returns record, current monthly sales of 4.7 million. In addition, in the network psychology research in the international leading position, with the United States Harvard postdoctoral support, is a better choice.

3, specific cooperation: enterprises have a pleasant financial and income, significantly reduce the risk of early capital investment, significantly improve the success rate

With the electrical business professional team of partners to invest in the original platform, and the recommendation of external executives, all have the top professional ability and large-scale retail sales of successful experience, in the period of payment only to pay living expenses, other annual salary and career results binding on gambling.

The newly established electric Business company, carries on two development procedures, by the new electric Power company independent own source procedure and the intellectual property rights, provides the solid foundation for the future to seek the policy support and the future company listing.

In operation, the two sides jointly implement, the entity business partner is responsible for external resources coordination and organization, commodity procurement synergy and so on, E-commerce partners responsible for e-commerce related parts.

Author Introduction:

Jin Xin, China's leading E-commerce leader, national experts. Zhi Xin and the public (e-commerce direction), Zhi Xin Yu Jie, the founder of cloud mud technology. E-mail: service@ec-serve.cn, Welcome to Exchange.