The future trend of traditional enterprises

In the traditional enterprise view, the key to enter E-commerce is to do their own, very good use of the network platform to do their own good things. And the traditional enterprises in the field of E-commerce to achieve success, we must let the boss really pay attention to the boss or personally grasp, or find the team to let go.

　　The founder of a traditional wholesaler of electrical commerce said to reporters If there is regret medicine let me choose again, I certainly will not do shop. ”。 For many of these traditional enterprises, only after the experience of the to do E-commerce sad, this is not a return to the road.

For the above-mentioned traditional enterprises to do E-commerce (hereinafter referred to as traditional electric business enterprises), although it will be very difficult, after all, has taken this step. And for more still wandering in the e-commerce door outside the traditional enterprise, E-commerce has become an inability to remove the knot, "not to do is to die, do is to find death." The "Bubble theory" of electric dealers has already made it difficult to stop them from daring to electronic commerce.

Bubbles can't hide huge potential

Recently, the Electronic commerce field redundancy news has been coming, happy group to cut more than 100 employees, high peer net cut to 1/4 of the staff, even the electric business big guy every customer also decided to cut 5% of the staff. Thus, the rhetoric about the electronic commerce bubble will be extinguished.

In fact, skimming off the surface bubble, in the future, E-commerce is still the future irreversible trend of development. Kongkong, the president of the network, sent the dean of business School to China Computer News reporter said that at present, it is the traditional enterprises to enter the golden opportunity of E-commerce. Kongkong, who has been engaged in business for more than 7 years, has a very deep research on the e-commerce industry, and his generation network is now an authoritative community platform in the field of electrical business. Kongkong that the maturity of Internet applications and the enhancement of Chinese consumers ' brand awareness have provided opportunities for the birth of more new brands. But the current capital sees the empty pure electricity merchant, precisely for the traditional electric Power trader's rise provides the opportunity. Now, the pure electricity trader obtains the financing difficulty already to increase, but the traditional enterprise own rich, has the goods, has the team, just can take the opportunity to speed up the electronic commerce layout.

From a more macroscopic point of view, the impact of E-commerce on China's business is much deeper than the United States, E-commerce in China will have a broader imagination space. From the perspective of the business evolution process, American business channel is the progressive development, the first appeared is Wal-Mart, then is the television shopping, next is the catalogue shopping, finally develops to the electronic commerce, but China's E-commerce and Suning, gome such retail enterprise start time difference is not much (the latter only develops more than 10 years earlier), Now the two are in a high speed development period. In China, the first wave of domestic business-to-consumer has been around since 1998, and traditional enterprises do E-commerce, is from the beginning of 2007, that is to say, the traditional electric dealer gave a full ten years of development time, in China's traditional channels to do e-commerce enterprises, almost no pure electric dealer in the like when, Jingdong Mall Such a large enterprise, while in the United States, in the large electric business enterprises, the traditional enterprise of the electric business accounted for 80%. For brand manufacturers, if you do not pay attention to E-commerce, brand influence will quickly decline. Because the brands created by the network are rising rapidly, they will occupy an increasingly large proportion in the future.

What about the e-commerce bubble? The head of the traditional electric business enterprise surveyed generally expressed calm. Su Ning easy to buy deputy general manager Li bin to the "China Computer newspaper," said the reporter, whether there is a bubble, the current is not easy to say, but now E-commerce is not in the healthiest state of development. The current E-commerce development model is worth pondering, if blindly to burn money to bring scale, e-commerce business prospects will not be optimistic. However, E-commerce is an unstoppable trend, is the trend of all enterprises can not avoid. Only those who do practical things will become the mainstream of future development. Gome Online Mall general manager Handepeng also told reporters that even if E-commerce appeared a bubble, but also the market competition is a normal phenomenon of the fittest. Shang, chairman of Jiuxian NET, admits that the "bubble theory" is just an investor's "conspiracy", and they emit "bubble" smoke bombs, because now the electric business enterprise's valuation and advertising costs have soared too fast. But E-commerce itself is not a bubble, the high valuation is based on its future development potential expectations.

The new play of traditional electric dealer

The enormous energy of electronic commerce has begun to burst. Kongkong told reporters that in the future, E-commerce will become standard for each enterprise. Whether the enterprise itself does not do e-commerce, the Internet has become a new sales battlefield, do not do online business will gradually be eliminated.

Today, for traditional enterprises, the urgency of entering E-commerce has become increasingly apparent. In this highly competitive territory, the choice of timing is crucial, the forerunner may catch up with the industry dividend period, thereby winning the successor can not exceed the advantage. As an example of the online shoe city, which was created in August 2007, at the beginning of its inception, when the daily trading volume reached forty or fifty single, it is difficult to go up, but then Taobao Mall once launched, good buy is included, the latter to share the huge flow of the former, trading volume quickly rose to two hundred or three hundred single. Now, good Lok Buy has been accumulated for the rounds of financing, financing amount of 87 million U.S. dollars, good buy in 2011 sales target is 1 billion yuan, IPO has entered the company's agenda. There are later, although all aspects do not better than good music to buy poor, but only because the entry time later a year or two can only catch up.

Li Chengdong, a network analyst, told the China Computer News reporter that with the maturity of Internet applications and the transfer of consumers ' attention to the Internet, more and more network brands will appear, and the future network brand will account for more than half of all brands. This will be a very big change for traditional brand makers. Now, where the customer-prudential products, Massamasso, wheat bags and other network brands, have inadvertently grown into a rapid brand new star. Among them, the development speed of the customer sincerity product is especially amazing. Annual sales soared from the initial millions of yuan to 600 million yuan, where the sales of customer-prudential goods in a leap-type growth in just 3 years to achieve. 2010, where customer-prudential products completed a 2 billion-yuan sales target, is worthy of becoming a super dark horse in the field of electrical business. The wheat bag is also in a short span of three years to achieve a level three jump. 2008, the wheat bag sales of less than 4 million yuan, 2009 to reach more than 20 million yuan, to the end of September 2010, sales have more than billion.

Such miracles are not achieved by sheer luck. The entry of venture capitalists has turned E-commerce into a rather lively capital game. The vast majority of electric enterprises in the acquisition of financing, will be crazy to throw huge sums of money into advertising marketing. This regardless of cost even at the expense of the big investment, the purpose of only one: Rob users, Fight scale. Is it worth it? For traditional electric business enterprises, this question is not easy to answer. But what they can make clear is that they are falling backwards because, unlike traditional offline businesses, online business is entirely another game. Jiuxian Network Chairman Shang told reporters, like other internet companies, the traditional electric business enterprises to do the final will be one or two enterprises monopoly, if the size of an enterprise can not do the first two of the industry means will eventually perish. This brutal competition is determined by the unique characteristics of the internet industry.

Now, as E-commerce applications mature, the cost of acquiring new users is soaring. Kongkong to the "China Computer newspaper" reporter revealed that 3 years ago, the electric business area to obtain a new user cost is about 80 yuan, has now risen to 300 yuan, is expected to be 3 years later may reach 600 yuan or even higher. This means that the later the electrical business enterprise into the user's view, the cost of acquiring new users will be higher. In this case, the electric business enterprises are scrambling to do the loss of trading is not difficult to understand. Just imagine, if a power business enterprises at a price below the cost of 50 yuan, can sell the product to a new user, from the point of view of the new user, the enterprise is still earning it?

At present, traditional electric business enterprises can be divided into four categories: brand manufacturers, distributors, retailers and foundry enterprises. Different types of enterprises naturally have their own different play. Among them, the transformation from distributors to E-commerce Enterprises are the most familiar. Did a decade of wine wholesale Business Jiuxian founder Shang that the traditional business is more difficult than doing e-commerce 10 times times higher. For this reason, the days ahead will be even more difficult for traditional distributors if they do not have online business. Zhongguancun Electronics City (600658, shares bar) the withdrawal of a large number of retailers is a proof.

In the face of the huge business opportunities in the future, has grown into a giant electric business enterprises have a greater ambition. December 2010, Jingdong Mall on-line "Brand Direct" channel, for the settled merchant to provide warehousing, distribution, customer service, after-sale, cod, return goods, from delivery services, officially into the open platform Operation Road. Thus, Jingdong Mall and Taobao Taobao Mall, Baidu's cool days and Dangdang launched a positive competition.

Is it a sprint or a marathon?

Now, not all traditional enterprises can really resolve to take the road of E-commerce. Among them, a general concern is that online channels and offline channel contradictions difficult to resolve. But think about it, and you'll find that the problem with the hand and hand is actually a pseudo proposition. E-commerce is the trend of traditional enterprise development. For traditional enterprises, whether or not they build a wired sales platform, online and offline channel conflicts are certain, rather than let other online channels to hinder their development, rather than actively embrace this trend to meet the needs of online users. In fact, this conflict is not as scary as some people think, the user's demand is becoming more and more diversified, some value low prices, and some want to buy before they can see the product. Online and offline channels can meet different needs, these two channels can be done at the same time.

Some of the traditional companies that have entered the E-commerce Arena have felt that there is a big gap between online and offline businesses. Although the traditional enterprises do not lack the money, also do not worry about the purchase and logistics, why do the good in the field of E-commerce is very few? Kongkong that many traditional enterprises are very easy to enter a misunderstanding, we all want to China, want to make the next van, Jingdong. But for the traditional enterprises, to enter E-commerce, the key is to do back to their own, using the network platform to do their own good things. And the traditional enterprises in the field of E-commerce to gain, must get the real attention of the boss, the boss or personally grasp, or find the team to let go.

E-commerce is different from traditional business, it does not need to be restricted by the latter's geographical position, its competition will expand from one region to the whole country and even the whole world. This means that the focus of E-commerce enterprises should turn to the following questions: In the country, the enterprise can quickly accumulate users, whether quickly on the scale, can bring together the country's best source and talent.

In the future, e-commerce will be subject to three major factors: logistics, system and data, Liang Chunxiao, vice president of Alibaba. Among them, the logistics problem is the most prominent. "The development of E-commerce is too fast, logistics will become our future development of a particular obstacle to overcome." "Liang Chunxiao said.

In fact, some large and medium-sized traditional electric business enterprises have seen, logistics in the future competition in the important weights, have in this "last kilometer" layout. Most of the electric business enterprises adopt a combination of third-party and self-built, namely: in the warehouse in the city self-built logistics, in other cities and third-party logistics enterprises, to provide customers around the logistics services. Now, the domestic first camp of the enterprise, the logistics has become the most basic standard, such as: Jingdong, van, Xun, shop 1th, good lok buy and other electric business enterprises have their own logistics system.

E-commerce, after all, "business". Although the fierce competition, time Jincu, looks like a hundred meters race, but to achieve success, need to run the spirit of Marathon. Only those who really stick to the end on the road to the goal can laugh until the end. In the area of E-commerce where bubbles are ubiquitous, speculators will eventually be eliminated.

Suning easy to purchase PK Gome Online Mall

In the traditional home appliances stores, suning and Gome are old rivals. If said, "South Suning, North Gome" competition is determined by their geographical location, then, into the era of E-commerce, home appliances stores are "national chess", their online competition will become more intense.

On the topic of electronic commerce, "China Computer newspaper" reporter interviewed the su ning easy to buy deputy general manager Li bin and Gome Electric Online mall general manager Handepeng. On some issues, the two sides ' answers are strikingly similar.

China Computer Newspaper (hereinafter referred to as "Chinese"): What are your advantages compared to other business enterprises?

Suning easy to buy Li Bin (hereinafter referred to as Su ning): suning easy to purchase as the e-commerce platform of Suning, the ability is mainly embodied in the following four aspects:

First, the brand reputation. Suning Appliance (002024, stock bar) development more than 20 years, in the eyes of Chinese consumers have formed a good service brand image, Suning easy to purchase as an E-commerce enterprise, inherited this advantage.

Second, the logistics distribution capacity. At present, Suning in the country has 93 logistics distribution centers, 1500 stores and 4,000 after-sales service outlets, to Suning easy to buy a full range of service support. By 2015, Suning Logistics distribution base will reach 60, the distribution area will penetrate to the township, distribution time reduced to 24 hours; the future 3,500 stores will also become Suning's easy to purchase experience center and self point to improve the user experience.

Third, the supply chain integration capacity. Suning more than 20 years of supply chain integration experience, can be used for suning easy to purchase. Chi other procurement scale and abundant cash flow, greatly reduced the purchase cost of Suning, can provide consumers with cheaper, more affordable products.

Iv. information-building capacity. When the enterprise sales scale develops to a certain stage, the information system will become the restricting factor. Suning's powerful SAP system can support 3000.5 trillion-yuan sales scale, providing information support for the rapid growth of Suning's easy purchase.

Gome Online Mall Handepeng (hereinafter referred to as Gome): Gome into the network to buy the market with four core advantages: the procurement of low-cost goods, timely delivery of logistics and distribution capabilities and information systems throughout all aspects of the capacity, as well as the 24 leading China's home appliances and consumer electronics retail industry brand influence.

Price advantage: More than hundreds of billions of dollars a year to purchase the size of the United States to lower the cost of purchasing leading rivals, to ensure that the Gome online mall low prices, which is compared to other E-commerce Web site advantages.

Logistics Advantages: Gome Electric Group after 25 years of development, with a comprehensive logistics and distribution system to ensure the rapid delivery of traditional large appliances. This logistics network can not be built overnight.

System Advantages: Gome Online Mall using the world's top information system, including to ensure logistics, capital flow, information flow efficient integration of the ERP system, the leading order rapid implementation system, the system advantages of the Gome Online mall calmly respond to the rapid growth of the customer base.

Brand Advantages: Gome 25 years continued to lead China's home appliance retail industry. Compared with the pure e-commerce enterprises without physical stores, the brand influence is more prominent.

"Zhong": compared with the traditional channels, online channels in the product purchase, marketing and marketing are different?

Su Ning: Suning is currently a subsidiary of Suning Appliance Holdings, commodity procurement and market operations are independent system. Different points mainly reflected in: Suning easy to buy apart from the share of Suning appliance procurement resources, in 3 C, small household electrical appliances, department stores and other categories, suning easy to purchase the use of Suning's original supply chain integration capabilities, quickly set up a complete supply relationship. Suning easy to purchase the use of accurate marketing strategy, mining consumer demand, and strive to provide consumers with affordable products, rest assured services. For offline promotion, Suning easy to purchase to maintain a cautious attitude, to avoid high promotion costs under the high cost.

Gome: Gome Electric Online Mall has been entrusted to the independent mining sales and marketing, finance, information, human resources, administration and other ancillary management system to operate independently of the rights, the purpose is to make it into a real sense of the internet company. Relying on advanced information background system, mature logistics distribution platform, efficient management team, perfect supply Chain Foundation, Gome Online Mall will implement differentiated marketing strategy, on the basis of integrating group resources, to maintain sound and rapid development.

"Zhong": How to see the impact of online channels on the original channel?

Suning: Line below the product price difference, mainly because the current line online channel supply price is not uniform. Physical retailing and electronic commerce are currently two parallel channels of suning appliance, both of which develop together and promote each other. The most we consider now is not conflict, but how to integrate resources and promote each other. Suning easy to buy product positioning and physical store differences larger, suning easy to purchase as a comprehensive E-commerce mall, to the whole category of expansion for the direction, and the entity stores overlap will be smaller and lesser. Suning easy to purchase for the network sales crowd, with the same industry E-commerce competition, no use of offline member resources, there is no conflict. Manufacturers pay more and more attention to online sales, set up a special department for network sales, the introduction of network customization models, which further increased the line under the product differentiation.

Gome: From the manufacturer's point of view, it has actually deliberately made a number of product models to do the partition, such as only to do the line on the line, or a series of only do offline line.

"Zhong": in the traditional stores, the scale effect is very important. Does this rule exist equally in online competition?

Su Ning: The scale effect also exists. Suning appliances, 3C product sales, online offline to maintain a rapid growth momentum, on the line because the current base is low, growth faster. The sum of the two scale, will make suning overall procurement scale on a level, from the manufacturers to get more resources, feedback to consumers will be more favorable prices. And the scale effect also further diluted the service cost, lets the enterprise profit faster.

Gome: it exists. Gome has hundreds of billions of dollars a year of procurement scale, to enable manufacturers to maintain the lowest price, gome to ensure that Gome Electric Network shopping mall supply of large supplies or exclusive supply, from the source of commodities can be a strong bargaining power, the realization of manufacturers, businesses and consumers win.

"China": Next, what are your development goals in E-commerce?

Su Ning: Suning Tesco has set the development goal of the next decade: the annual compound growth rate of 50%, sales scale reached 300 billion yuan, accounting for the domestic network market 5%; Total SKU More than 2 million, registered members of 100 million people, the overall team of 25,000 people (IT research and development team 10,000 people, 5000 operations team, 5000 independent call center, distribution personnel 5000); More than 90% of the country's cities, cloud computing, cloud service capabilities ranked among the world's leading ranks, Su Ning's network life platform has become an important part of the transformation of Wisdom Suning.

Gome: In the future development process, Gome Online Mall will fully integrate the Gome Electrical Appliance Group in the procurement, logistics, information and other aspects of the advantages, to build an "online Gome", and in the future of home appliances market competition plays an important role in the country to become the largest home network shopping mall.

A consumer blueprint for a liquor wholesale company

In the traditional electric business enterprise, Jiuxian net already quite famous. In the few circles of success, the Jiuxian network in a short period of time the rapid development of the number of users and orders are indeed enviable. From this March to the present, a short period of six months, Jiuxian network transactions from 300 per day to the rapid growth of 3000 single, monthly turnover has reached more than 30 million yuan. In the first half, Jiuxian net obtained the amount of 20 million U.S. dollars in the first round of investment, the second round of financing negotiations are nearing the end of the Jiuxian network chairman Shang said, to obtain a second round of financing certainly no problem.

I didn't expect e-commerce to burn money.

More than three years ago, Shanxi's largest wine wholesaler, best Group, intends to march to a broader area. As chairman of the Shang want to do like Gome, suning, such as wine chain stores, but soon found wide shop store costs too high, is not suitable for wine products. In the end, he went into the electronic commerce which was a new field for him.

In 2009, before the founder of Jiuxian Network, Shanxi liquor wholesale "bully" Shang never bought things online, is a real layman. At the beginning of the Jiuxian network, Hao's investment in E-commerce is expected to be only millions of to tens of millions. What did not make him think was that it would take more money to develop e-commerce than he had imagined. At present, he and friends of the Jiuxian net investment has been billions of dollars, coupled with the financing of the $20 million, Shang still feel, this is only just beginning, he felt he has entered a veritable "burning money" field.

Leap from 300 single to 3000 single

2009, Jiuxian Network in Taiyuan, Shanxi, the creation of the Shang did not fully enter the state, enterprises can not recruit the right talent. The relocation of the company to Beijing in 2010 was resolved. But up to March 2011, the Jiuxian network's trading volume is still hovering in the low 300 per day, which is the most headaches.

After Shang took part in the study of school-related courses, Jiuxian network finally ushered in a turnaround. Shang the skill of the class to the Jiuxian net, first changed the advertising strategy, from the past in the portal to the launch of the site in Baidu and other sites to carry out accurate delivery, and related sites, such as, and when, NetEase 163 mailbox cooperation, to provide users with points to redeem vouchers service, and handle, the United States Group Group purchase site cooperation , through let the Jiuxian network brand promotion. Six months down, jiuxian net advertising cost than in the past half, advertising effect is much better. From sending the class back, Shang business philosophy has also changed, from the emphasis on low operating costs to emphasize to provide users with a better shopping experience, such as: the choice of Quality Express Company, simplifying the purchase process.

After two years of painstaking research, Shang has a deeper understanding of e-commerce. In his view, in the final analysis, the essence of E-commerce is "business", so the traditional business rules also apply to E-commerce, such as: Pay attention to business ethics, to have long-term ideals, there is perseverance and perseverance. To succeed, it is also necessary to adhere to these traditional business concepts. Despite a lot of capital participation, speculators are still unlikely to succeed in the area of E-commerce.