The shortcomings of traditional shoe enterprises in the process of developing electronic commerce

Absrtact: Recently, the Global Shoe Network CEO Lin Wenjia participated in the November 18 in Wenzhou Science and Technology Museum held in the global Search engine marketing conference, and the site to share the footwear business Enterprise business-to-business and general marketing way. Lin Wenjia pointed out that, compared with the traditional advantages, traditional shoe enterprises in the development of electricity

Recently, the Global Shoe Network CEO Lin Wenjia participated in the November 18 in Wenzhou Science and Technology Museum held in the global Search engine marketing conference, and the site to share the "shoe business business-to-business and enterprise integrated Marketing Way".

Lin Wenjia pointed out that, compared with the traditional advantages, traditional shoe enterprises in the process of e-commerce, there are some deficiencies:
First of all, in accordance with traditional thinking to carry out e-commerce. Not a very good operation team in support, many just one to two customer service in doing, and shipping, unfamiliar with the Internet's operating methods and skills, in the short time to cultivate the internet talent there is a piecemeal situation. Second, there is no advance planning good e-commerce, organizational structure complex, management system is not rigorous, not handled well with the offline distributors, agents of the contradictions, did not deal with the price and terminal retailer contradictions.

Based on the above situation, shoe enterprises in the process of e-commerce, unavoidably will be limited by some inherent thinking, think E-commerce dispensable, can try, but in the traditional sales based on a more than a sales channel, just said that the sales channel than the existing sales channels less input some applications. Therefore, many enterprises to e-commerce this model can bring how much efficiency of the enterprise to hold a skeptical attitude, many enterprises just open a website, or get a shop, recruit a few customer service, then cargo, sell goods, delivery. But after a period of time, the speed of the product update is very slow, the site's traffic is also very low, product sales desolate, can only bring a very small shoe enterprise benefits, many enterprises said E-commerce has no development prospects.

For traditional shoe companies, if you want to carry out e-commerce to consider where, for the expectations of the business? Just like the Heng ' an group in Fujian, Heng Ann to visit Taobao, it set a goal for itself, for a 100来个亿 of the annual output value of the enterprise, a year 100 million of E-commerce goals will you think too much? They changed their strategy when they came back from Taobao headquarters, and their competitor, Procter and Gamble, had changed the channel on the web, and they changed the whole strategy. For shoe enterprises to carry out E-commerce, is the slogan or information, just want to do or must do? And the entire target market analysis, possible contradictions and conflicts, these are our enterprises must consider.

After the enterprise has made clear its goal of E-commerce development, should be based on their own and market conditions, and constantly make adjustments to the strategy, and constantly learn other successful methods, there are constantly accumulated users, reasonable control of rhythm and speed, choose what kind of actual under the "long-distance", what kind of situation for "jogging." In terms of team, we now have a lot of shoes set up a team of e-commerce, but we invite people, we trust him, we have to support him? We have the entire market operation experience of E-commerce, product development capabilities and the entire supply chain management capacity, as well as the objective development of the Internet factors. is to do business or do consumer-to-consumer, or do panoramic expansion, the above, we should consider the shoes enterprises. Our products are suitable for single industry single category, or a single industry, or many categories, or many industries, in short, the mode of the Internet is very many, we should be clear of their own enterprise core competitiveness, homeopathy and for.

In determining the expansion of business-to-business e-business, shoe companies should first realize what kind of model suits our business. In the course of e-commerce development, we have also been structured, consulting integration, industrial chain docking, investment promotion, trade matching. For large brands of enterprises, we can establish consulting integration and promotion of investment projects for footwear enterprises to carry out industrial chain docking and trade matching. For shoe companies to choose Business-to-business Platform, search engine point to access to data, the platform itself must have a certain weight, the platform must have a certain accumulation in the industry, can provide comprehensive industry information, from Business-to-business to the company can provide the footwear industry e-commerce application expansion, for the expansion of the platform should pay attention to these three points.

For business-to-business choice of E-commerce, to expand the time, shoe companies should pay attention to their platform positioning, is to do the extension of offline channels, or the independent operation of their own team. Although Business-to-business platform members are also integrated into the Business-to-business platform, or only to do business-to-business platform cooperation, these core issues brought to our business considerations.

How to develop business-to-business e-business for shoe companies? As we all know, the consumer has more price advantages than traditional retail, unlimited shelf display, large user groups, and a fast market environment. The main way by third-party cooperation, including commodity planning, price planning, as well as internal planning, part of the cost, etc., is to open high-end flagship stores, discount stores or special stores these are to be decided by the enterprise. We should also be prudent to establish enterprises, enterprises should have a professional E-commerce team. In addition, the role of E-commerce in the enterprise system is to cooperate with the third party, or do it yourself? How to coordinate with the current advantages of complementarity, enterprises inside if to do e-commerce this piece, whether the need for process reengineering, in the Platform research and development of the self-built or with the third party cooperation?

How to do traditional business in the way of Internet, there are only five things to do: expanding category, price war, free shipping, website upgrade, Independent establishment of E-commerce company, independent purchasing right and inventory. These are the usual practices, and are now doing a lot of things. Therefore, some awareness and system can not be broken, but also the largest business E-commerce barriers, these should be brought to the attention.

In the aspect of the business, we also made a summary of the merchandise, we set up 60% of the past season merchandise, 30% of the new season, 10% focus on supporting the online sales of styles, business-to-business platform more attention to product structure performance. For business-to-business business development, is it better to expand the channel or investment layout, to go left or right? New channel or New market? If it is to expand the channel, E-commerce positioning as a new channel, relatively small investment, small risk, but the conflict is big. If it is the investment layout, the line positioned as a new market, relatively large, enterprises on the online business has higher expectations or strategic purposes, Bupobri, not by the enterprise system constraints, complete the kitchen to eat, completely according to the law of the company to run.