Traditional brand into E-commerce, is not the current channel of the Revolution!

In fact, I've been thinking about this for a long time, while Wal-Mart has been working on the business of Wal-Mart when it pushes ahead with its China-run program (Wal-Mart is officially stepping into the business of Walmart.com in 03, and the site is: "It took two years to build site Store's operating model sales were second only to Amazon, and successfully defeated some of the big and medium-sized vertical traditional retailers, such as the consumer business of toy anti-Doo city. In fact, Wal-Mart's business practice is to follow its traditional offline shop "headquarters centralization" mode, while allowing each single store to participate in, play the initiative and enhance the sense of participation, so that the whole company not only not with a single shop conflict, but the formation of complementary resources, Through the new network sales channels to improve customer loyalty and service efficiency, further reduce costs and establish a new rapid response mechanism.

So from this point of view, the so-called "conflict" that China's traditional industry has been discussing many times is that the headquarters will not be "lazy", and the operational thinking is being tied up by the operators of the non-traditional industry, rather than allowing the franchisees and direct stores to directly participate in the construction and operation of the platform, This kind of internet person's inertia operation mentality causes "the man-made conflict", in therein does not know.

So in my personal opinion, one of the best ways to resolve conflicts is to involve all parties in conflict in the platform for Conflict. This can actually be achieved through simple technology, that is, centralized "single shop" supply chain system. In layman's terms, it is the shops of every region or city that choose their own products according to their differences. Photo, in the standard product parameters to add their own description, the customer platform also embodies the line shop service and contact, the headquarters to do is to standardize and guide each store orderly network competition and differentiated operations, Solve the conflict between shop and store in network operation. After all, all the offline shop itself will be based on the characteristics of the people of the business district differentiated operation, of course, these differences are the standardization of shop decoration, commodity structure, customer service, distribution system as the basis, their differences are a lot of commodity structure and promotional methods, there are some commodity pricing standards slightly different, customer service is under the standard to form a difference , these differences in the store has a greater role in it! So they are in the network operation process as long as there is good operation skills training, will quickly adapt to this channel characteristics and sales model, and for this efficient sales model driven offline sales growth and actively cooperate. Even the headquarters in the promotion of the platform, can also be like to invest in the traditional media costs and the promotion of the cost of the store, the new page brand can even be such as to the offline store sales support one of the ways to promote. Headquarters more time or continue to "support and platform role" to operate the business E-commerce project, so the conflict naturally evolved into a symbiotic coexistence of a new channel relationship, enhance and offline channel relationship, improve franchise shop/dealer loyalty, enhance the enthusiasm and enthusiasm of the store.

If according to existing some traditional brand merchants into E-commerce network channel sales to see, the biggest impact and the big reaction is the shop leaders, because in the absence of experience and talent accumulation, many traditional brand merchants are formed and operating in this case: the establishment of E-commerce department at Headquarters, And then dig up some of the pure company's talent to build a team operation, including the choice of goods, photography, website construction, merchandise shelves, logistics and distribution, of course, these work and the existing offline shop is not too much relationship, and even many offline stores do not know their own in the sale of the brand created online shop (station) Or they themselves build shop sales or supply other shops without the approval of the headquarters.

In such a relatively detached two system, such conflicts are certainly unavoidable. In fact, it's a bit of a departure from traditional business practices, in my participation in the dealer Conference, Headquarters and distributors or direct shop/franchise shop long always show a total retreat, with the consistency of life and death, can be in the field of E-commerce, such a "total retreat, with life and death" seems to have no shadow, Instead of forming an antagonistic relationship in the operating level, this phenomenon needs to cause a deep reflection of the traditional brand: is not the idea deviated from the right business direction, was "electronic" fooled!

The traditional brand is not the life of the existing channel. This is different from the emerging Business-to-consumer Web site, they say it is called "No traditional line shop baggage", said not good is "no offline store resources and the", then in this premise, they must as a "revolutionary" posture appear, for their own interests and development opportunities. If the traditional brand business is also around this kind of thinking, then the final result is likely to be "leather their own lives"!

Figuring out the context of the conflict and the reasons for it, the solution goes back to the "one of the best ways to resolve a conflict is to involve all parties in conflict in the platform that creates conflict". As for the specific implementation, due to complex technical implementation and operational details, here is not too much to repeat, welcome to do E-commerce (business) of the traditional brand merchants to discuss and exchange, because in my opinion, only the traditional brand businessmen are actively determined to participate in the E-commerce industry, This industry is truly ushered in the development and substantive changes!