There are shortcuts in traditional enterprises to carry out electronic commerce

Although 2011 away from 2012 only a short period of 3 months, but China's e-commerce is still booming foreign envy envy hate, E-commerce market environment in the million-degree boiling temperature in the frenzy of development. Listing, financing, expansion and other good news, and constantly for e-commerce market injection of "doping." Despite the number of "layoffs," the emergence of the total can not reduce the overall temperature of the electricity quotient, because these sites after all brilliant, financing, executives and mid-level cadres are also profitable. It can be said that China's e-commerce market has also maintained a beautiful scene of the dance.

But all things have advantages and disadvantages, must face the fact that most of the interest in E-commerce, passionate traditional enterprises, especially the production and operation of enterprises, channel agent-oriented enterprises, due to the lack of basic understanding of e-commerce and understanding. The excessive "demonizing" or "apotheosis" of e-commerce still hasn't passed the "e-commerce breaking Ice Age".

The author of the country in hundreds of companies to provide marketing diagnostics and marketing planning, failure or lack of progress in the enterprise, basically divided into three parts: One-third of enterprises in the extreme tension and conservative "strict defense", one-third of enterprises in the continuous analysis of the market just want to "static braking", The remaining one-third of businesses are "waiting" for imagination and excitement. No matter which type of enterprise, the results are in situ or backward, leading to the passage of time, capital, directly to the entire marketing team to the electrical business completely lose confidence.

By providing integrated marketing services for several traditional enterprises, the author has created a shortcut and model of "product packaging + product differentiation + product distribution" to carry out E-commerce, short of the "3-generation electricity Dealer" mode, here and everyone to share a simple.

Standardize the process of the first step to improve brand packaging, and strive to upgrade quickly.

This is all the traditional enterprises will almost completely ignore and give up the basic work, the company will always be the quality of their products and the market is full of self-confidence, but also unwilling to spend money on the "wasted" brand propaganda, just want in the shortest possible time to sell products. But the reality is always more brutal than the dream, do electronic commerce must abide by the market rules of electronic market.

Without the support of brand packaging, the entire marketing system will always be a mess; without brand packaging, it means that there is no accurate market direction; No brand packaging means it is difficult to form loyal users; No brand packaging more directly determines the well-known electric dealers will refuse to cooperate. Also directly means that there is no brand packaging enterprise products, in the electricity market is usually a wall, there is no market.

Because, E-commerce environment is a virtual world, even the basic brand influence is not, whether it is a cooperative electric business channel or direct consumers, will not use their time and money to verify the integrity of the enterprise.

Brand Packaging includes: Brand positioning, brand culture, brand stories and the most important series of brand marketing software. Must give the market a three-dimensional and clear impression, from various angles to impress consumer demand, to meet the needs of the market. Early due to cost reasons, do not need to be like the world famous brands, to make a complete VI system value hundreds of thousands of. Marketing and home life, sometimes can be basics, but must be able to meet the basic needs.

The key to note here is that there are many business traditions that are brand new to OEMs. Strictly speaking, there is no market base of products and lack of consumer loyalty products, simply can not be called brand, but the product of the company launched. Can not directly into the market, must go through at least 3 months of marketing promotion period.

A monthly budget of 5 to 200,000 can meet the basic promotion conditions, 3 months after the start of marketing, search marketing cooperation channels.

Standardize the process to complete the second step of product differentiation, the formulation of price strategies.

Traditional enterprises to carry out E-commerce, are willing to operate Taobao Mall or other independent web sites such as. Because the future revenue is expected to be higher, which is also the most traditional companies like to do the electronic business form. But since many enterprises simply cannot bear the result of slow promotion and no significant revenue growth within 2 years, it is usually established that the company will be left to fend for itself. Taobao Mall's profit has obviously been the direct impact of Taobao various marketing strategies, no contacts and funds to promote, want to Taobao from scratch, is already a dream than reality.

Suggested here, must establish the website or the shop, but only serves as the official website to carry on the product the demonstration, gives the future partner to be at a glance the formal impression and the price reference. If the enterprise does not have enough promotional funds, to suspend the company's own or independent Taobao mall business promotion. Independent business or shopping mall can be in the brand influence and market income increase after a year, then to promote marketing.

In this step, the key task for the enterprise is to strictly divide the product line. Part of the product, as to the consumer, the big Taobao shopkeeper supply use, and the other part of the product, as to buy the website for promotional purposes.

The key point to note here is that the business is often quick to profit, and always wants to sell quickly through its own brand. Therefore, often cut off the product of the commercial or Taobao mall, sometimes even price. However, the author of the country still have to repeat that the most important aspects of E-commerce is brand influence.

When the enterprise's business and Taobao Mall, its own products do not have any brand basis, when the user is not interested in products, the enterprise's products even if the loss of profit. Consumers will still think that the product is a quality problem to be so cheap. As mentioned above, consumers will never have their own money to verify the quality and integrity of the enterprise.

Therefore, do not arbitrarily change the price of the product or Taobao mall. So it has a direct impact on the final outcome of product distribution in the third step. Of course, the price strategy here is definitely not the nonsense behind the head. The price set is high, will directly make all the potential cooperation channels feel disgusted.

Standardize the procedures of the third step of the complete marketing system, build electrical business channels.

After a series of packaging integration, it is necessary to achieve the most interested in the market sales. Many enterprises have tried to and business, buy network cooperation, looking for Taobao agents. But most will end up with failure, both successful and often ineffective. It is because, completely ignores the first two steps of integration.

If there is no brand packaging and scientific product price strategy, enterprises are usually the identity of the manufacturer or agent for the identity of processors, and major sites directly seek cooperation. The site will naturally be in accordance with the most small profit margins, depriving the company of most of the profits, or even earn a yell.

Many to the well-known manufacturers of the mall, are facing this extreme embarrassment. Millions of of the order, even earn less than 5% of the gross margin, and the very long account. In the face of orders, enterprises have a risk, not to live.

The root cause is that the enterprise is the manufacturer, processors as the status of the face of other electric platform, the origin of the decision of the market position. The first and second steps are important. The company's identity as a brand is presented directly to the E-commerce platform, the factory is only as a supporting brand of the market competitive advantage, but is no longer the mainstream of negotiations. This is a qualitative change, but also a qualitative leap.

At this point, it is necessary to follow the second step of the price of the line, for two-tier business shopping mall and group purchase site to provide different products to cooperate. Do not rush to when, red children, jingdong such large businesses supply. At this time the enterprise's brand strength is too small, the negotiations are obviously at an absolute disadvantage.

and the second-line electric business platform cooperation, not only rebate faster, will also be valued and supported. And can running-in Electric Corps team's work flow, this also to the future enterprise own electric business, vital.

The above three steps, it can be said that enterprises to carry out E-commerce is the simplest and most direct approach. The author of the clothing, footwear, collectibles enterprises in accordance with the "3 power producers" model to carry out targeted marketing, have achieved obvious results. Recommended enterprises to obtain a good income, you can carry out an independent electric business platform to challenge greater market goals!