The traditional enterprise enters the electric business way: The Enterprise structure presents 4 big changes

In the cool has nets, send the network hosted "2010 Cool has the electronic Commerce Summit", the domestic e-commerce industry leader Cong, Massamasso CEO Hong, general manager Bustie, such as a few of the Big Boss, on "How to do a good job in apparel E-commerce," the theme of the discussion.

Traditional garment enterprises should speed up the process

In 2010 Cool Clothing E-commerce Summit, Kongkong proposed: Domestic apparel enterprises to accelerate the process. 85% of the leading companies in the United States are formerly well-known traditional enterprises, but China's traditional enterprises are not a few leading. Because in the United States these traditional enterprises began to dabble in E-commerce ten years ago, and China is just the beginning. In addition, because the American industrial environment is different from China's, America's competition is not only the engine of the car, but also the road.

Kongkong also pointed out: Amoy brand must be branded, in the domestic many Amoy brand is simply selling goods, for personalized goods to impress users, not only by Price, Amoy brand to become a full network brand, the place is not just Taobao selling well. Want to become a brand, not only on Taobao can buy, in V, Macaulay, Beijing East can also buy, and eventually become a real Internet brand.

For the current E-commerce market environment, Cong the most important thing is the need for patience, and said that "E-commerce in the first three years is not going to develop quickly, like Fank so this team is China's e-commerce inside the most top-level team, but also a thick product burst, in three years after the beginning of a big development." The most important thing is patience, adhere to the right, you will succeed, after three years is basically reliable. ”

Internet operation: Advantages and disadvantages coexist

Compared with the traditional clothing brand, Massamasso CEO Hong summed up the advantages of e-commerce development, the first is timely, the product does not need any logistics, transport, directly to the site can be hundreds of millions of users to see. In addition is extensive, on the Internet an independent website, can cover the national target consumer. The third is interactive, the Internet has timely feedback. The third low-cost, on the Internet, when the small only a branch, when the big time in the country to build 4, 5 warehouse on it.

But when the internet spread, there are disadvantages, such as high transmission costs, the need to effectively promote the brand. In recent years, several major portal site advertising price increases are basically more than 50%, this cost if the brand promotion will bear the high cost of promotion. Furthermore, internet operation has a little more professional, technology, logistics, customer service, etc. is not a single person can do, must be an integrated body. Third, this is the emerging industry, in this industry with a lack of professional talent.

Bustie, general manager of Macquarie, agreed: Customer experience, online can touch, you can try, but can only see pictures on the Internet, each has advantages, offline salesperson is important to communicate with customers, the product will be placed in the heart of the salesperson to communicate with customers, on the internet to see pictures and text, But online space is relatively large and stable, the salesperson may say to you today will miss a few important selling points, but on the internet will not.

Corporate architecture differs from traditional enterprise

Speaking of Massamasso's enterprise architecture, Hong said: "The business-to-business architecture is not fundamentally different from the traditional industry's organizational structure, with the emphasis on four sectors that have changed:

Marketing department. To promote, operate more to consider the characteristics of the Internet, because the channel changes, so the market sector to change.

Technical department. To be a strong technical department, from the low level is a security issue, and then the high level of orders once the outbreak to the first stage of 1000 per day, the system is not can be connected to live, and so you rise to a day of 5000 single, but also a threshold for e-commerce, one day up to 20,000 single, the system could not answer, Upfront promotion costs are wasted money, if there is no strong technical system support is not going to do.

When talking about customer service, also different from the traditional enterprises, the Internet and offline shop has an essential difference, that is, the sale of the internet we do not miss business, this time customer service department is to face customers, for customers to do troubleshooting, do after-sales service, so this department is very important. and online service, when the business lady to say that the single will be very hard service, but online slightly dissatisfied customers will be lost.

Finally is the logistics system, this is really very important, not only for the guests, including V, Macaulay, Jing Dong are vigorously build their own in the entire Chinese market logistics system. Customers do not say that The courier company has a problem, the customer said the company's services are problematic, this is the enterprise customers receive the most complaints.

How do the traditional enterprises locate the consumer groups?

For the traditional enterprises in the initial e-commerce, should be how to locate consumer groups, Bustie said: The Internet is a good channel can gather together a specific consumer, at the same time can be all over the stores inside all the membership system, through the network of members to do Word-of-mouth marketing, to find the audience age layer.

Hong also mentioned that to properly select the appropriate media or Internet channels to find the customers you need, with the main shopping crowd to adjust the product positioning and gain. It's all based on the need to do nurturing the market to filter out your target crowd from many people, then choose good media and choose the right channel.