Traditional Enterprise Net: Doing well customer relationship marketing or avoiding price war

How do the traditional small and medium-sized enterprises do the electrical business? In Thursday, by the Baiyun District Technology and Information Bureau, Baiyun District Economic and Trade Bureau, Baiyun District merchants, South all media-sponsored, times real Estate international units, fashion weekly contractor, Baiyun District E-commerce Association of the Electric Business Hall, so many people found the answer. This forum, from Alibaba, only the quality of the executive, as well as entrepreneurs Network C E o Zhang Zhijian, makeup b 2C Barbar founder Hunno, such as a number of electric dealers gathered a hall, for the Pearl River Delta from the business owners brought the new ideas of the electric business industry.

Channel electric business is the outlet of traditional enterprise

Southern Metropolis Newspaper (hereinafter referred to as the South): Pearl River delta shoes, clothing wholesale and other renowned, for the electricity distribution center means what? The traditional Cantonese "electric shock", what should be done?

Huang Yachin: Guangdong Enterprises are the core of the distribution advantages, there are many well-known distribution center. For example, buy leather goods to Baiyun leather city, buy shoes to the west.

To station West shoe City For example, there are 18 shoe city, finished shoes, shoe accessories, foreign trade, domestic business, men's shoes, women's wear, divided very fine, including the back of the hardware, heel, soles, where all formed an effective distribution collocation, this is the advantage. So, for me and my company, to do is actually for the industrial chain on the various links to do services, to swim up and down, especially the supply chain through. For example, an order in Italy will take three months to split up, in Guangzhou station West shoe City can be completed in a week, many overseas customers are surprised that the whole process of e-commerce services.

Hua: The pattern State of electronic commerce is platform electric quotient, vertical electric quotient, channel electricity merchant. Platform Electric Business is the most scenic, but very strong, high threshold, not suitable for the general people to enter, the problem of the vertical, is "one side to build shopping malls, while creating products", easily lead to a forgotten. I think, in absolute terms, the largest number of profits should be the channel of the electricity business. Although it does not stand in the spotlight, but now see the offline platform to do a better job, are channels of electricity dealers.

The channel electric business product basically is ready-made. Many businesses online under the mature product line, and even a very mature brand, need only channel. If you can think of the Internet as a channel, this is a change of mindset. Many times we are plagued by halo, feel that doing the electrical business must do the website, must do n O. 1, the result is more and more difficult. If the channel electricity business can sink the heart, even if in the electronic commerce is not very professional, as long as relying on third-party professional and you complementary, this is the channel of the future of the electricity business.

Get the channel right, there are some core ways to do it.

One is to cast a net in all directions. Traditional enterprises do traditional business, often signed dealers, agents, everywhere in the country to open orders, in fact, can be done online. Traditional enterprises to do a good job in the channel, E-commerce development, first of all to change the concept. Line of business logic on the line completely applicable to the line as a line down to do, Taobao, Jingdong platform, you think of it as Wal-Mart, Carrefour. What you do should be to remember it, not to find a way to copy a Taobao, Jingdong, when, unrealistic.

The second is the problem of the most headache of the channel, that the traditional enterprises can not manage the line of the price system, channel system, why? Because the price will rebel. Why not online and offline unified release of products and prices? The appearance of the cat is to let customers forget prices, experience value. Online is also a customer, offline is also a customer, why not the same treatment?

Finally, I think the highest level of E-commerce is no electricity business. Can the enterprise be divided into computer and computer? No, so E-commerce is not to be divided into traditional enterprises and e-commerce enterprises.

"Four correct" stick customer

South: Do E-commerce, how to improve customer retention rate or repeat purchase rate? In the age of large data, what are the innovative paths for future e-business models?

Chiang Jing: The only product will be customer stickiness is very high, I would like to share a little customer relationship marketing experience.

For example, the customer's data to develop marketing programs.

The most recent clothing brand is the "exception." Only goods will go to management, down to ordinary employees, have received a lot of telephone, said only goods will not have sold the "exception", we very much want this brand. In this case, how to meet the needs of customer groups? In fact, and can not blindly on the brand, on the special, must be based on the current database of customer data to make decisions. We're going to look at the historical sales of the "exceptional" brand in the only product, previous customer surveys, customer demand for this product, and then model analysis of the existing customer demand, as well as the demand for potential customers, as well as through the "exceptional" event will be transformed into a new customer demand situation. Finally, we are planning to launch the brand, such as the "exception" is similar to the brand will be used as a reference, which will reduce costs, expand sales.

Customer relationship marketing is the logic of "four correct". To the right person, at the right time, in the right way, to help him make the right choice.

The right person, the customer, is valuable to me, or it can turn him into a valuable customer. The right time is important because shopping, especially fashion, has a lot to do with the nature of impulsive buying. For example, the website design of the product will not search. Why not? Because we want to restore the customer in the shopping scene, do not want him to become a rational, can't wait to buy goods to go, want him to stroll, see good goods constantly buy, may buy things over the purchase plan. Of course, but also with the right timing, time to influence him, this time may be the event, such as "exceptional" event, may be the solar term, may also be a network of festivals, but also may be due to competitors to do promotions.

In addition, there is the right way. Some people like to use mobile phones, some people like to use e-mail to view information, we do according to customer preferences, not sell more things to him, but let him easily get the desired goods and services, and make the right choice. In the only product, customers affected by the "four correct" marketing, the purchase conversion rate is more than 30% to 50% higher than the comparison group without the scheme.

Gao Hongbing: The current situation and characteristics of electronic commerce say a lot, I want to look forward a little, speak c2b. E-commerce has been transferred from B-drive model to C-driven model. Previously B was responsible for judging the market, placing orders, designing products, meeting consumer needs, doing B to C, and actually the real demand now is C to B.

C2b How to understand? The most typical is to buy, by the C-end user needs to affect the supplier B-side, and the previous consumer is completely different. Now, Alibaba is pushing the C 2B strategy, hope all the electric dealers and service providers pull the C-end to promote the development, the different type that the consumer participates in customizing. Now produced a lot of Amoy brand, these Amoy brand in the next development will be more and more go this trend, now do better is Canton Shang Curtilage.

Alibaba wants to do in the future, the first is to 2B in the link to the data through the C to affect B, to achieve flexible production and personalized customization. The second is the business-to-business link, which is no longer driven by the supplier's sales orientation, but by purchasing behavior. In addition, in the B 2S link, Alibaba further backward, let those who help the network business to the professional service provider to do, cloud computing, large logistics system of these general small enterprises, small companies do things we do, to build a new ecological state.

Mobile Internet makes sourcing borderless

South: What is the biggest change that mobile internet has brought to retailing?

Zhang Zhijian: I think mobile Internet makes retail borderless. There is no boundary for goods supply. If you go shopping at the weekend to buy clothes, fancy goods size, color is not right, then you can directly on the phone on the list, or stores have mobile terminals, shop assistants to help customers orders, this order to return to the background of E-commerce system, E-commerce system delivery business.

The second is to pay without Borders. For example, today shopping to forget the wallet, want to let friends to help pay first, but friends are very busy, to play football, how to do? In fact, you just sweep a list of goods, through micro-letter to share with friends, friends with Alipay to pay you. You can choose to bring the goods directly home, or please send to the home or office.

Third, the warehouse has no boundary. Commercial real Estate, the rent is expensive, shelf is limited, front open shop behind no warehouse. Mobile Internet can change the daily mode of retail stores, the sale of things not in the shop. Stores only use a small amount of display goods, a large number of goods in the central warehouse, the store to save the cost of inventory.