Traditional enterprises Enter the most confused regional agents

One, the regional agent is the Internet flattened link

2010 Years of E-commerce, many traditional enterprises have entered the Internet, including large terminal chain brand enterprises, there are many manufacturers have access to the Internet,
A lot of them are ordinary regional agents, because they are most directly feel the Internet squeeze groups, they face some difficulties;

1, regional agents do not like the large-scale terminal chain brand enterprises, there is no right to speak of upstream enterprises, there is no line under the oligopoly monopoly position, such as Gome, Wallmart, Carrefour and so on.
2, regional agents are not direct manufacturers, some product diversity and brand diversity, but no manufacturers of brand loyalty and final pricing rights.

Second, regional agents to enter the dilemma of the network:

Regional agents if the scale is very small only on Taobao open shop, or into Taobao Mall, in prices and services to keep up with the trend of online consumption, the basic problem is small, and the size of the enterprise, to ambitious,
At a strategic level, since the establishment of independent websites, into the internet will face multiple difficulties:

1, faced with a variety of resources of strategic confusion:

What is the end of the Web site? How about the Profit model? is to make a simple industry multiple products platform? Or the media +c2c platform for the industry? Or as a business-to-business platform in the industry.

In the regional market, the original brand and geographical location is the advantage, but into the Internet, facing the national market competition, how to explore the core competitive advantage of enterprises, and gradually form the national influence? If the resources are not also forget, some resources, but each has a little bit, but are not strong, how to do? For example: A company in the industry for more than 10 years after the automobile market enterprises, the traditional business model from car sales, to car beauty decoration, maintenance, audio, refitting, auto supplies wholesale and so on are involved, but each piece of the internet can not be said to have advantages. is to do car sales platform, used car platform, automotive supplies business-to-business, business, or do car supplies consumer-to-consumer, or do the car after the market media?

To do the industry's most complete enterprise procurement platform, do omnipotent all have to Taobao? How many customers like a stop, you are in the industry's products are necessary to buy a station?

If there is no centering on the site strategy, decision makers are easy to do, every place to try to do, hit a lot of wells, but did not hit the spring, did not form a model. So we can see a lot of websites on the internet, the idea is very high, the model looks good, but it is a few months no one maintenance, because the boss has already withdrawn to other points of interest.

2, faced with multi-channel price system price confusion:

If the traditional store business is good, but always confined to a small regional market, business want to expand to the country, the price of the dilemma.

A, the purchase price is through the store unified purchase, the product aspect does not have the difference, but in order to support the network development temporarily will the net price to reduce, but the old customer runs to the store doorway through the net to go down the single, directly to the store to take the goods, stores does not do? Stores and websites argue about how you coordinate. One side represents the cash flow, a representative of the future of the national market.

B, up to the national market only to find that their own even if the wholesale prices flat out also as Taobao mall competitive price advantages. If the enterprise also has the traditional channels of subordinate wholesale channels, online prices must not be sold than offline wholesale prices lower, in fact, to the price of the wholesale prices or on the line on the retail prices to high, the lower wholesale channels do not have a large number of online reasons is based on the relationship, Quality trust, and credit account period and so on.

3, face product homogeneity of the Times, brand awareness and shopping Guide confusion:

In order not to fall into the price competition, the enterprise thought is to carry on the on-line each kind of product shopping guide and the brand propaganda. But spend a lot of time to do online product shopping guide (situational simulation), found that the customer is educated, the customer understand, the benefit, most customers or to the price may end up in other people's home to pay. Because the specific product is not your exclusive. "To do wedding clothes for others" is a lot of Chinese bosses do not want to do.

Agent of the product when others, do you want to spend time to certification packaging? Is the effort to do brand packaging and portfolio shopping guide or forced to join the price war?

Third, the solution: there is nothing to do.

As more and more manufacturers directly open the network ordering channels, with the personal needs of the increasingly personalized development and demand for network services increasingly high, regional agents want to have a foothold, wind suggested that we need to find their own value positioning:

A, closer to the client, in a particular terminal customer to establish service value, the formation of channel brand: Direct manufacturers again, after all, is to do a brand or a class of goods, and regional agents can agent multiple brands, to end consumers to provide objective shopping guide, consulting services, to provide customers with convenient horizontal comparison of value-added services. Relying on traditional resources to further subdivide the network population market (the national market is very large, not afraid of you fine), and gradually set up for a specific network of people's service standards, the accumulation of network customers. This point because it is to end customers close to, in the network publicity and brand promotion must have a breakthrough, the original store opened the shop naturally have customers come, and independent shop must have some early promotion investment.

b, to the product end: Focus on the advantages of products, their own OEM processing business, and gradually formed its own brand. Because of the traditional departments can share a certain amount, so in OEM customization, less inventory risk.

C, the mentality of lower, lower the target, the E-commerce or network departments as the existing traditional departments under a marketing department, the use of the network to promote existing business and channels, or a little bit simply just open a shop on Taobao first look for a feeling.