Traditional enterprises are trapped by wading electric dealers: institutional flaws and perceived shackles

"Either e-commerce, not without business." "Because of this classic language, many people believe that E-commerce is the trend of this era, because of this, as early as five or six years ago, many traditional enterprises began wading e-commerce, and some already in the field of E-commerce has established their own leading edge."

However, once in the field of E-commerce has been short-lived brilliant Daphne, recently plunged into setbacks, the electric business sector three chief executives are unfortunately cut. However, the owner of Daphne said absolutely will not give up the electricity business, but in the future or will be the electric business Operation strategy Adjustment.

In fact, as early as 2006, Daphne has been "electrocuted", and in 2009 set up a specialized E-commerce company, from the rise into the heyday, and then to setbacks, Daphne spent less than 6 years. What forced the business of Daphne to make adjustments in the turbulence?

The ruin of Daphne's electric quotient

"Daphne's electrical business is frustrated by its positioning, strategic planning and team execution." "China E-commerce Research Center analyst Mo Dai Green to the" first financial daily "said.

Like other traditional enterprises, Daphne's electric business also has the problem of unclear positioning, the channel contradictions in line. In 2010, its failure in the field of electrical business investment, but also to the business of Daphne power to stagnation. May 2010, Daphne Strategic Investment electric Dealer "Yao Point 100" 30 million yuan, accounted for 10%, and Daphne electric Business "nightmare" also began, until this July or August "Yao Point 100" closed, still owed to the part of the loan of Daphne still.

On the other hand, as with other traditional companies involved in the electric business, in the process of continuous trial, a deviation of high-level decision may lead to problems in the direction of the whole Corps team. In addition, due to the personnel changes in the Corps team, the core leadership changes also let the team morale instability. September 2011, Daphne E-commerce General manager Wang Yufeng left, the original Yao Point 100 senior executive Chen Bingwen had a short time to master Daphne Electric Quotient, one months after leaving.

Daphne's electric business path is generally "outsourced-net sales-vertical electricity dealers." In the beginning, because of the lack of experience in the operation of the electric business, Daphne, like most other enterprises to the electrical businesses are entrusted to the contractor to take care of, but the enterprise in which they can not grasp the information they need.

2010 years later, Daphne took the net sales model, through with including only goods will, good music buy, Amoy, name shoe storehouse, Jing Dong, Xun net to sign a dozen website to sell, underwrite or page link contract, Sales fast climb, electric business has realized millions of yuan of profit, the formation of Daphne electric business stage brilliant.

However, the whole network sales through Low-cost strategy promotion, Mo Dai Green that the brand and channel for Daphne is also "Ying", "Not all enterprises have the strength to play price war, Daphne Electric business suffered setbacks in part also with the price war dragged on." ”

After that, Daphne still tries to increase the online share by increasing the construction of the official website. But the revision of Daphne's official website since the beginning of this April, until today, still unfinished, Daphne electricity business has been unable to curb the declining performance.

The dilemma of traditional enterprise net

"The plight of Daphne's business also reflects the common dilemma of the traditional enterprises ' wading electric dealers." "Footwear industry independent commentator, retail industry information and E-commerce Observer Magang told reporters, although Low-cost competitive route makes the enterprise market scale growth, but the traditional channel-oriented enterprises in the expansion of the electrical business is not smooth.

Even the recent electric business is one of the leading role of Suning easy to buy, has relied on its traditional field of strength can be published on the original cat, when, excellent, such as the main electrical business pattern of agitation, but the online business of burning money to the price of its shares down. If you continue to spend a lot of effort on the online business, the price is also a big pressure on it. Suning and Gome recently disclosed that the report showed a decline in performance, indicating that the huge investment in the electricity business and other electric companies have dragged down the impact of two chain giants.

Traditional enterprise net in the beginning of inexperienced situation, may choose the way of outsourcing, traditional enterprises to do the biggest problem is that the traditional channel dealer's price and network low price contradictions, how to reconcile this contradiction has become the core problem.

Magang said that at present some enterprises groping way is, for network channels to launch a number of specialized models of products, with the traditional sales channels of product model areas separate, to avoid the line with the channel conflict, or the use of a certain proportion of the difference mode, online channels mainly sell tail goods, inventory goods, the establishment of independent e-commerce companies. For some of the price war, some brands also have agreements with the electricity dealers, such as sales prices can not be less than 85 percent discount.

Zero mentality to do online

The traditional enterprise enters the electronic commerce, certainly from the talent reserve, the fund accumulation, the experience accumulation as well as the mature logistics system and so on has the innate superiority, but in turn the system flaw and the individual cognition and so on also can become the traditional enterprise shackles. Beijing Ren da Strategy Management consulting company Chairman Wang Jipeng that: "Traditional enterprises do e-commerce as a new venture, to have all the mentality of zero." ”

In his view, even now, there is no one company can be said in the electric business can be described as a model, most traditional companies are still groping process. Whether the electric business can do well is to see whether the traditional enterprise can translate the core ability of its enterprise operation into the electric business. But the traditional enterprise and the electric power merchant in many aspects including the thinking way, the operation method, the management way and so on all have the very big difference, "this sometimes is like opens four rounds big truck the person to drive two rounds motorcycle, needs completely different control ability." "Wang Jipeng said.

For example, in the shopping experience, traditional channels may pay attention to the store environment, lighting comfort, sales staff on-site service attitude and try to wear on-site experience, and the electrical business channel shopping experience, consumers value may include prices, pictures, copy, logistics, sales back exchange and so on.

Before the enterprise decides to do the electric business to adjust the plan good Sale channel system, the conformity line on-line below channel. Li Juanjuan, a researcher at the Samsung Economic Research Institute of China, has told reporters that on the one hand, we should make clear its market position, rationally plan its sales channel system, including developing e-commerce mode, line brand, product line and product price positioning.

On the other hand is to strengthen the existing channel management, standardize agents and distributors sales behavior, at the same time to strengthen the online channel planning, select the best online channel mode. In fact, even if the online channel is also a system, including the Web platform, web portal platform, self-built E-commerce site, each channel has its own characteristics, brand operators need to do a reasonable planning.

However, in Wang Jipeng's view, the traditional industry intervention in the electric business of the most prudent strategy, not through diversification of the way, but through the investment and acquisition of the way, of course, if you invest in the enterprise should be the electric business industry in the competitive leader of one of the leading enterprises.