The secrets of e-commerce channel

Channels as a bridge between enterprises and consumers, in the enterprise will be products or services to the final consumer transmission process, is endowed with the "circulation" characteristics. The ownership of the product or the entitlement to the service can be transferred along the channel chain, forming a business flow; the product or service moves from the previous channel link to the next channel link, forms the logistics, the information flow and the fund flow throughout the channel business flow and the channel logistics process.

In the electronic Commerce environment, the marketing channel and the Electronic Commerce integration, has formed the electronic Commerce Marketing channel, has promoted the enterprise competitive advantage formation, and has promoted the enterprise to establish the electronic commerce in the channel fusion process to produce the innovation result, this article will make the low to the electronic commerce Channel to do a brief analysis.

About e-commerce channels

The author thinks, the current channel of electronic commerce mainly has following several kinds:

1. Self-independent channels

1.1 Features

Build their own E-commerce platform, through targeted promotion to obtain users.

1.2 Value

I think that the original brand of E-commerce is still very weak, proprietary channel is just the image of the brand, when the product, brand gradually recognized by the market, the self-channel will become the new economic growth point of E-commerce brand.

1.3 Platform Setup

Self-platform, flow in the absence of large-scale advertising investment in the premise, the flow of people is actually very rare, thus, in the beginning of the platform to focus on the study of only two aspects:

First, it is in product design, page structure design to do simple, refreshing, people feel at a glance, in the shortest possible time to enable customers to find their own products;

Second, the user in the registration, transaction process optimization, this is a direct impact on the conversion rate of the elements.

1.4 Operation

E-commerce, is no longer a concept, investors are no longer for the concept of network investment, in addition, Internet advertising costs are increasing. Without making money and getting investment, the operation of the self-channel I personally think that the main rely on raising, and the focus of the culture is through Third-party content Platform (blog, forum, News, questions and answers) for its traffic import, in addition, through some keyword optimization, outside the chain, such as the basis of SEO strategy will be the platform some keywords Google search in the top.

In doing product promotion, it does not matter with the flow, but according to their own product characteristics, to provide consumers with professional shopping guide promotional planning enough.

Therefore, I personally think that the beginning of the operation of proprietary channels without a large influx of funds, an editor of the day-to-day external content optimization enough, do not need to make a fuss about it as a priority.

2. Third-party proprietary channels

2.1 Features

Third-party proprietary channels for Taobao Mall, Pat Mall.

2.2 Value

Quickly reach sales, the best channel for products and brands to gain user experience.

2.3 Platform Setup

No need to build, as long as the qualification and comply with the rules of the mall game can be settled.

2.4 Operation

At present, for E-commerce sales channels, Taobao Mall, Pat Mall is their most controllable, and can produce large-scale sales of key channels. And for this kind of channel, in the initial stage I personally think that the most important is to build a burst, and around the building of the explosion, my personal experience for the following points:

First, the new brand in the absence of market testing, the premise of consumer purchase will mainly from the sale of the best products, and in the process of doing e-commerce, the new brand in the early stage of all the advertising investment is in vain, because the customer did not see the kind. Thus, only with the emergence of the explosion, customers will produce the desire to buy, and the explosion is seen so important, the reason is that Chinese consumers in spite of the pursuit of personalized products, but in fact, really willing to become "the first crab-eating people" or very few;

Second, the sale of products is only the result is not an end. The core of E-commerce is internal strength, and on the internal strength, in fact, is the customer after the purchase of products as well as the process of shopping to gain the added value. Consumers are willing to buy products after the purchase of more product information, more willing to touch the product side, while looking at the business to push the classic ads, content, and then to produce the illusion of other products, and in this period, but also consumers deepen the product brand awareness of the process;

Third, whether Taobao, Pat or Baidu, Google, their rules of the game are in fact the same, "help the rich do not help poor." In Baidu last content, click the highest affirmation in the home page, and in Taobao, Pat, the same keyword content of the product is certainly the most clicks, buy the most products ranked in the home page. So, in fact, Taobao, Pat shop two visits (browsing depth) of the focus of the source is actually from the product page rather than the homepage.

3, department stores of proprietary channels (excellence)

3.1 Features

Network access to resources in a small way, the system access to resources, in addition, the cost of small, low entry threshold.

3.2 Value

Increase the credibility of the brand, better for other channels to provide data resources for expansion.

3.3 Platform Setup

The system is weak in page design

3.4 Operation

Excellence is an American brand, the entire system is very user-friendly, but also very American, so in the beginning of the use of the background in fact everyone will feel unaccustomed, but the entire platform because the network access to resources, the way the system to obtain resources, so the operation of the platform mainly has the following characteristics:

First, buy the list. This is an open secret, of course, in order not to undermine the overall rules of the game.

Secondly, keyword optimization. There is also a public secret, of course, also not to destroy the overall rules of the game, I do not say, interested in the same can letters my Sina Weibo.

Third, the supply of a single product quantity does not necessarily have to be too much, but the category to more than 25 items (as if this number, I also forget the specific). The excellent receptionist will show the stocking volume, and then tell the consumers to stock up to buy quickly, increase the consumer's sense of urgency.

4. Department stores ' proprietary channels (Jing Dong)

4.1 Features

Network access to resources, the way the system access to resources, and, in addition, the cost of medium, the current entry threshold is moderate.

4.2 Value

Big-name channels, increase the credibility of the brand, better for other channels to expand the provision of data resources.

4.3 Platform Setup

Although there are some backstage, but use is not very carefree, but can realize and Taobao, pat the same function.

4.4 Operation

Jingdong is a very good channel, the earlier days Liu also released malicious words to be in five years later than Taobao. Of course, more than I Taobao really do not believe, but close to the real possibility, so, for the new brand, this is an opportunity, but also a challenge.

Operating characteristics I personally think that the focus is on the cooperation with the Beijing-East model. There are many modes of cooperation between Beijing and East:

First, the merchant supply to Jingdong warehouse. The disadvantage is to the jingdong every warehouse will be shipped to meet the national delivery conditions, the lack of a warehouse is less than a regional market; The advantage is that they deliver goods, the Jingdong can provide is the delivery of cash and 211 to reach the user experience. The individual thinks that if the product standardization degree is high, the stocking quantity is big, may do this pattern, because Jingdong customer 80% All is the goods arrives the payment, but the goods arrive at the payment the biggest risk is cannot arrive in time the customer the hand to produce the return, 211 arrives can solve;

Second, the customer photographed, the merchant shipped to Jingdong warehouse. The advantage is that you can meet the East Jingdong payment mode, and can be in the volume of goods available to control large; The disadvantage is that the merchant to the region according to the customer area of the five major warehouses in the east, but the logistics time is too long, customer fresh point Once the rejection rate is high, in addition, Delivery to the East warehouse logistics costs and the east to the customer's logistics costs to the merchants to bear;

Third, the customer photographed after the merchant does not go through the Jingdong warehouse directly to the customer shipments. Personally think that if you can not give Jingdong warehouse direct supply, this model is the best, although sales will not be significantly improved, but the return rate is low. Because this mode does not enjoy the delivery of goods, customers need to pay cash to purchase, in addition, can reduce a logistics fee;

Its four, Jingdong group buy is to build the best channel of explosion, general new stay in the business as long as the product, the basic relationship is well handled, there will be such opportunities, so, if there is the opportunity to participate in group buying, in the group of goods on the page must do a good job of their brand product page guide link, so as to improve the depth of consumer browsing, Here's the truth and Pat, Taobao operation of the same reason;

Its five, jingdong current cash coupons are actually very valuable, I personally as a seller like to use their coupons, and Jingdong as the current most fierce department of general merchandise platform, in fact, there is no explosion is not the key to the impact of sales, so, when some goods need to clean up the goods, use promotional tools very valuable.

5. Vertical Platform

5.1 Features

At present, vertical platform has not been vertically broken down, because the platform and the difference between the platform is very small, their core difference is not a product, but the degree of advertising investment and user Word-of-mouth, user browsing habits.

5.2 Value

For an E-commerce brand, consumers value the visibility. Therefore, the multiple vertical platform is a good thing, and, because the exposure of high, E-commerce brand growth speed will also be accelerated.

5.3 Operation

These platforms focus on networking and business promotions. With regard to the operation of such platforms, the focus is on the following points:

First, the supply of the category to be more, but the quantity of a single product is not necessarily large. This kind of platform their digestion capacity is not really small, a single product to 20 if it is a good, but if it is only conventional products, can sell half is not bad, and, they digest the product cycle is long, but more for some single goods, can increase the overall sales share;

Second, the merchant asks your activity, must cooperate. This type of platform sales focus on the home page resources, to the level two pages even if you rank first, in fact, the value is not;

Third, if the business has no activities to give, more than business communication, and provide planning programs. This kind of platform in the gradual all-round development, the manpower is actually not enough, if you are not positive is only passive cooperation, in fact, supply cooperation as a fake;

Its four, before the cooperation product picture and the industry page content must embody the planning good. Such businesses do not have too much time to do for your products too many design ideas, they are just a channel, in such a channel of similar products, if they do not pay attention to, they have no reason to spend too much time and energy to pay attention to you;

6. Special Sale Platform

6.1 Features

Popularity, advertising high, different sales channels of customers are not the ability to consume.

6.2 Value

Short-term product sales have a great promotion, for product marketing, the user's product experience played a role in promoting.

6.3 Operation

This kind of platform in the contract signing, in principle will be within the theoretical scope of the product, the purchase price clear. But practice has proved that once the product is in their inventory, until the end of the promotional period of at least 1 months, so, if the stock is not very large premise need to be cautious, especially in the sales season, if the product, brand confidence is not, in fact, to participate in such activities facing the inventory pressure will be very large.

In addition, this kind of platform also needs to be in the decision to participate in the activity serious preparation plan case, picture, design.

Source: Barley Blog submission.