The most common misunderstandings in the operation of e-commerce website (business-to-consumer)

The most common misunderstandings in the operation of e-commerce website (business-to-consumer)

Http://www.aliyun.com/zixun/aggregation/37708.html "> E-commerce operation is the need to constantly learn and experience, the industry has no talent, there is no so-called senior experts, are required in the exercise of development, continuous learning , continuous experience can be successful. But in advance to avoid some ideas on the misunderstanding, can accelerate the success of the progress.

One of the misconceptions: not to raise the supply chain to the first important position

General E-commerce site operators are aware of the importance of supply chain, but often do not know to build an advantage of the supply chain in the operation of the electric operator is ranked in the first place.

You can see the importance of the supply chain by the signature of the senior electrical dealer who has taken over the network:

The website is only means, the commodity is the core, the supply chain is competitive

"Light electronics, heavy business

"Web side is performance, invoicing is the core"

"Five major factors: price, service, inventory, speed, web-side user Experience"

But not more than 1 years of personal operations, just look at other people's experience and words, you will not deeply appreciate the importance of the supply chain.

Many of the operators have not started to put the supply chain advantage to the first place, at first did not put the supply chain leader in the company's highest position, supply chain talent to pay the highest wages, generally have a lot of failure to adjust after the lesson.

Even the industry is recognized as a successful case of E-commerce Vancl also made such a low-level error, remember "Global entrepreneur" interview an old article he said himself, he did not understand the importance of the supply chain, VANCL is the network marketing driven successful enterprise, when VANCL performance reached about 100 million, Where the customer tube goods supply chain of only 1 people, thought will clothing package to the factory will be all right, and soon he means that this is a huge mistake, quickly recruited more than 100 people to manage the supply chain, in-depth to every aspect of the supply chain. It can be seen that the world has no genius, some intentions and continuous learning, adjustment.

The so-called supply chain contains the business flow, information flow, logistics, cash flow, such as integration of the business system, from Taobao store tens of millions of annual sales of the Emperor-crown shop, the owner of the only solution is the problem of the supply chain of commodities (the core is the commodity low price), these shops and other E-commerce site operations compared to other links, such as it technology/ Product Development/seo/Market promotion and other resources/personnel input all zero, but its performance than many of the business to do better. This phenomenon also proves from the opposite side that the business supply chain is the core, or even everything.

With a good supply chain, everything is pouring in. such as catwalk network now has China's best fashion goods supply chain, so easy has entered the Merchant Bank Mall/ICBC Mall/Dangdang Mall/Online mall and so on.

The second myth: excessive subdivision and high positioning of target market

Many of the business operators copy the marketing theory, the target market positioning in the so-called 20-30-year-old white-collar women, and now has a lot of too broken down to the business of the Web site, such as the student market for the electricity dealers, buy goods, etc., it turns out that this is a wrong idea, Because the online shopping crowd is not big enough, the active net buys the crowd to occupy the Netizen not to 10%, but the Netizen also takes up not to all consumer's 10%, in a starting emerging market will oneself position too narrow is certainly the suicide road, the market is not big to subdivide the point, the premature subdivision is untimely. Taobao can only sell an average of 80 yuan/single trend, you want to sell a lot of 800 yuan/single merchandise is still very difficult things. The lesson is not to go against the trend and to do things in a homeopathic way.

Myth Three: Excessive pursuit of innovation

Business and business is a large part of the operation, but because of the use of Internet means, it is very easy to bring energy and attention points to unconventional and excessive innovation, such as to do the so-called social E-commerce, to try SNS shopping, believe that the media reported what "pin change Villa" and other novel sales practices. Many seemingly effective ways, such as online fitting, prove to be just an online game that cannot be sold at all. Many marketing methods are individual success stories, such as the Forum Hype Marketing fame, are available to meet the marketing method, can not be used as the main means.

The operation of the business is still put on the basis of traditional business thinking, do a good job on the basis of the basic (low buy high selling), and then use the network to the appropriate innovative means.

The other is too high estimation of the depth of the industry and low estimation of the industry's shallow water, as we heard the story of the pony across the river, I see a lot of Web site, some see very simple, think the manufacturers of goods to put online can sell goods, and some look very pessimistic, the manufacturers put the goods online after facing a large pile of out of stock, Picture update speed and so on, think blocked to give up.

Author: Shangxiang