Three problems to be solved in the operation of electronic commerce in traditional enterprises

Before 2011, the electric dealer was a beautiful legend; in the 2011, the electric dealer was a beautiful lie; 2012, what will the electricity trader be? In-depth http://www.aliyun.com/zixun/aggregation/8934.html "> market Research, we found: traditional enterprises at present to the Internet (can be generalized as a power quotient) only three attitude--1, thinking about how to do the electricity quotient; 2, Ready to do electricity business, 3, is doing electrical business.

If we want to analyze the traditional enterprises of the electric power, then the first to the traditional enterprise products into two categories: standard products, service-oriented products. The former solution is O2O. Then we can divide the operators into three categories: pigs, cows, sheep. Pigs are those who argue from theory to theory what is the O2O of the college, the cattle are the all-powerful electric dealers, sheep is the traditional enterprise. The pigs muddy the concept, the cows muddy the market, and the sheep muddy themselves.

In the near stage, Bi Sheng's "Electric quotient Lies" a stone to arouse the thousand layers of waves, but in fact, the electrical business is actually quietly return to the nature of commercial retailing. So, what is the core problem of the electrical business?

First, the traditional enterprise docking electric business must be brand close

Last week, I met a traditional food business boss, he told me: I want to use the traditional media and the internet to advertise, and want to pass every effect to test what channel cost-effective best. Electrical business professionals must immediately say: What ads you should buy, how you calculate ROI, what activities you plan.

How does Bi Sheng describe the end of the electrical business? --"Do electronic hair, do business also hair, do e-commerce dead." The evolution of the market is indeed so, even if the big electric dealers are constantly using "a few fold, buy a few send a few" as the main, while constantly ignoring their life as a user experience-service.

The answer to the question is not difficult, the enterprise needs to re-examine its positioning, for who to serve, what products to provide. Understand who they are, the so-called brand communication is the theme of every one, mister every micro-blog, customer service every sentence, more critical is the customer's communication every sentence evaluation.

There are also many people to say that the brand is not important, but to know the brand decision conversion rate, the famous brand conversion rate is not well-known brands more than 100 times times.

Second, the traditional enterprises docking electric dealers must pass the channel

From the conventional understanding, the channel is the marketing path. But to think about it, the channel is not just a marketing pathway, it also contains the structure of the food chain and the rules of the food chain. From the operational level, the channel is the most central part of the electrical business.

How to build the electric business channel? The most typical passage-hing long letter Tatsu lei in the Dark Horse contest revealed: "Through the former store into the factory, to help him improve the industry, warehousing system, the best sales are standard, the second is the process, the worst is to move bricks." Put their own process into the supply chain between enterprises, to help enterprises save his own costs, to help enterprises optimize his own costs, standards to build up after the service more enterprises. ”

The visible channels contain several factors: upstream and downstream channels, upstream and downstream relationships, and upstream and downstream rules. The road of the enterprise's electric quotient is the reengineering process of the value chain process.

Third, the traditional enterprises docking electric dealers must pass the opportunity

Zhou so predicted electric quotient: "Especially small businesses are going to Taobao, especially big is certainly suning, the remaining middling, the industry is not the same, the category is not the same, the results found that the first few money, to the end will also achieve e-commerce." ”

In fact, the electric business opportunity is: do not wait to die, do may also be desperate. From past experience, the start-up stage of the enterprise has no choice, the boss personally, then the self-employed is the choice, has established a very traditional and mature system of enterprises, the boss can not personally, and even the boss can not really understand the electricity quotient, then the best choice is to do their best to do things, do not generate profits of the part of all outsourcing.

For production-oriented, brand-oriented enterprises, you are not Su ning, you are not gome, you do not need to become a channel business. To get rid of the shackles of the channel, unless you have the same large product line Haier.

After the crazy cooling of the channel business, the whole electric business market is returning to the essence. More rational than group buying market, may be due to the electric business and the traditional binding more closely, is the traditional business decided that the electrical business can not continue to crazy. This return brings the traditional enterprises a respite and reflection of time, so that traditional enterprises can re-examine and explore their own value.