The electric quotient experiment of the traditional enterprise: enter deep waters?

Mention of the traditional enterprise into the field of electrical business Enlightenment, PPG work.　　The "Light Company", which was founded in 2005 to direct men's shirts online, has shaken the industry: according to its public data, 10,000 shirts can be sold every day, only by call centres and the Internet. This speed is difficult for most traditional companies to reach.　　This has also become the impetus for some enterprises to try E-commerce. For example, in 2007, the Annunciation launched a high-profile ebono E-commerce website, online direct business men.　　Soon after, Daphne and Li Ning also began to try E-commerce. But at that time, most traditional companies are still in the wait-and-see stage for Shangdou.　　Compared with the traditional offline business, people's discussion of the electric business is still in the "light" which is "heavy", which is "superior" which is "inferior" level. Taobao, Beijing-east, Van Gogh's Wind in the past few years to a certain extent, with the entire domestic electrical business atmosphere.　　Traditional enterprises have become the trend of the electric business. But there are also different motivations, and even some people regard electricity dealers as a fashion. Most of the traditional enterprises as a new sales channel.　　At this point, they also began to struggle with a question: How to deal with the offline relationship.　　For example, in order to avoid conflict, Daphne, cat underwear and other traditional enterprises choose the line, offline products, different prices, and love, Boyang home Textiles, then choose to create a new brand, online sales. Among the top ten electric dealers in the United States, only Amazon is a pure electric company.　　On the contrary, today, China's leading electric companies, in addition to suning easy to buy, is still Taobao, Beijing-east, where guests, when the pure electric business enterprises. Ecapital Capital CEO ran has said in an electric business forum, Su Ning is a special case, although this special cases in the future is not unique, but a few.　　He also believes that "most of the traditional enterprises will enter E-commerce, but I think they will fail", because they are unwilling, unwilling or afraid to put E-commerce into their existing system, learn to use social capital, learn to use the mechanism of Internet enterprises to promote their development.　　From this point of view, Jinjiang International Group, Metro supermarket in the practice of e-commerce, compared to the traditional enterprises, indeed a deeper layer. Jinjiang Electric Dealer is not only an online sales channel, but also carry the Jinjiang International Group Network Marketing, member management, customer service, data integration, decision reference, IT support, innovative growth and many other functions.　　Metro is also tying up the electric business with its development strategy in China.　　Before joining Metro, Hu Xingmin has asked the Metro China President He Zhewei the question: Why do e-commerce?　　He received the answer that the development of e-business is the strategic needs of Metro in China. This becomes one of the important factors that Hu Xingmin finally chooses to join. In his view, the traditional business of e-commerce, must be consistent with the company's overall strategy, so that many of the ideas of many problems will naturally be solved; otherwise, the electric Business department's words and deeds are likely to be inconsistent with the company's atmosphere, direction, once the company found that the electrical business and the entire enterpriseWhen creation is not directly related, the situation of the electric dealer will be very awkward.　　The traditional enterprise's offline resources will undoubtedly form a lot of advantages when the electric quotient is put into the strategic perspective.　　For example, the annual consumption of Jinjiang International group products under the line of up to 20 million people, this is enough for the Jinjiang electric dealers save a large amount of marketing costs; and Metro's offline stores also to a certain extent for the electrical business sector to assume the storage, distribution tasks, without the same as the pure electricity, in advance will be spent in storage, distribution.　　But if it is true, as ran said, it is not easy for traditional companies to integrate electricity into the existing system. In August 2011, Zhou, the US state apparel chairman, said in an interview that the next 5-10 years, the United States and the entire enterprise to from a traditional tailor into an internet tailor.　　That is, not only on the internet to sell products, but the traditional store and E-commerce model, in the concept, culture, management processes, supply chain and the entire mechanism should be the carrier of the Internet. But only one months later, the U.S. state Apparel (002269) issued a notice, "in view of the difficult to ensure profitability, the decision to stop E-commerce business, will be transferred to the major shareholders care." "We still don't know how the future of the Electronic business platform will be combined with the traditional American stores." As one veteran Ota said, the traditional business as a power trader, even at the strategic level, depends on how much it is determined to do.