Traditional small and medium-sized micro-enterprises struggling, the network is a rare opportunity to get out of trouble

Mr. Peng is the general manager of an energy-efficient lighting company in Dongguan. Established in 2004 the production of energy-saving lamps factory. Although the factory possesses advanced technology and even has many international patents, its weakness, small scale and weak competitiveness combined with drastic changes in the international market have left the factory unable to sustain and close to collapse by the end of 2007.

This is a microcosm of many small and medium-sized micro-enterprises today. Today's small and medium-sized micro-enterprises, like Mr. Peng's, have become the weaker in the traditional market competition. Small and medium-sized micro-enterprises do not have the financial strength, no fixed access, no own brand, can only do processing, 90% of the orders to turn second hand, or even more, repeatedly changed hands, layers of exploitation, resulting in meager profits.

Mr. Pang was very stubborn from an early age, think about this road can not get through for the road to go, so think of the network.

For them, Internet marketing is indeed a golden key to unlocking this dilemma.

So, he immediately set up an online sales team, bidding, buy membership, start online marketing. Although there are some traffic, but sales are pitiful. Today, too many SME owners bring their expectations of the Internet to the Internet. However, because of the lack of understanding of network marketing, often happy away, disappointed and return.

What's the problem?

After a friend introduction, with a problem, Mr. Peng attended the "actual combat online marketing" course held by Shanren Information Group in 2010. In the course, he found the problem: First, because the wrong choice of keywords, the flow is not accurate, spent the promotion costs should not spend; Second, the product display is too simple, the product benefits and advantages are not clear, can not Third, the credibility is not established, a lot of old customers whose equipment evaluation is very high, such as BMW, Midea, Hyundai, Master Kong and so on, so many good customer reviews did not put online.

Learn to do, with video marketing, social marketing these free means to expand in the network. Soon, business from a steady stream of online. Even once received a German company 300 million yuan 5 years of orders. More than a year later, the factory relocated from a factory area of ​​2,000 square meters to a new factory area of ​​20,000 square meters and established an industrial park in Jiangxi and Chongqing.

Traditional small and medium-sized micro-enterprises struggling, the network is a rare opportunity to get out of trouble

Today, there are still many traditional business owners who, despite their hardships in the traditional markets, are still reluctant to move into the Internet. Many people talk about the Internet, that online marketing is burning money, large businesses burned affordability, small and medium micro-enterprises do not have enough strength and energy to do; there is a big misunderstanding of network marketing, that e-commerce is to open a shop, Paid promotion is the bidding position. Think their own products are not suitable for e-commerce, not for Internet marketing.

Is this really the case? Where are the obstacles that small and medium-sized micro enterprises enter the network?

Recently, the reporter interviewed the China E-Commerce Association Network Marketing Center Director Shan Ren. Shan Ren is also the founder of Shan Ren Network and Niu Shang Network. Since 2006, Shanren and his team started the education of traditional corporate network marketing and founded the largest internet marketing training company in China.

Shanren pointed out that the biggest feature of the Internet is to go to the middle, to the middlemen, just like direct sales, direct consumer, so as to enhance competitiveness and increase profits. Large businesses because of fear of online sales channels to attack the impact of slow and slow, which is the best chance for small and medium micro-enterprises.

Single-kernel analysis: Today's traditional enterprises have two major obstacles to the Internet: First, I do not know can not, I do not know can do instead; second, I know what I do not know. I know I can do it, but I do not know how to do it, especially if I do not know how to do it efficiently.

Single-Jen believes that Internet marketing really needs business owners understand the market, know more customers, more research strategy, less research network. Enterprises mainly leave the network to do the network, lost technology to do marketing. Network tools and platforms are nothing more than a supplement to past media and physical stores, but an alternative to past offline tools. But who does your information spread to, who your product is for, where your customers appear, and the business itself needs to be rethought instead of standing on the web. Feet to figure out.

How small and medium-sized micro-enterprises low-cost, low-risk transformation from the Internet?

Shanren said: All business owners, whether production, processing, trade or service-oriented enterprises, must learn to network marketing, through the study, the use of low-cost network, low-cost, to seek business survival and development, access to large profit.

Why is the promotion of small and medium-sized micro-enterprises in recent years to enter the Internet? Especially this year, the single kernel that is now the best chance to enter the Internet for Internet marketing.

In fact, the "herding effect" of the Internet economy has come out in vain. Statistics from the industry show that by the end of December 2011, the scale of Chinese Internet users has reached 513 million yuan. According to the relevant data survey, the transaction volume of e-commerce last year was 7 trillion yuan. According to the national "12th Five-Year Plan", by 2015, it will reach 18 trillion yuan. All the data indicate that it is best to enter the Internet opportunity. "Online consumer behavior is becoming more and more mature." Single Renren analysis.

Feng Nianwen, Deputy Director of the Electronic Market Regulatory Authority of the Shenzhen Municipal Market Supervision Administration, pointed out: "We are entering a pan-e-commerce era and may not have e-commerce in 5 years because all enterprises are already e-commerceized, so e-commerce is not able missed."

How can small and medium-sized micro-enterprises network marketing?

According to Shanren, compared with the traditional promotion methods, although the cost of Internet promotion is really low, how to get a large amount of accurate and low-cost traffic while improving the conversion rate is a difficult problem that network marketing must face.

Single Ren said that traditional businesses turned to network management, we must know how to focus, there must be a clear network marketing strategy, have the opportunity to succeed. He concluded that traditional small and medium-sized micro-enterprises must know how to "make a centimeter width and dig a kilometer depth."

With more than 6 years of experience, serving more than 30,000 small and medium-sized enterprises to the network of rich experience, Single Jenny concluded:

First of all, business leaders must jump out of the network to make the network. Enterprises must first find their own market, first think clearly network profit model, the network focus on the promotion of the object, the network key breakthroughs in the core products, as well as, can impress clients of the independent selling points, with these clear positioning before they can Began to establish a trading website, online store or online platform.

Second, do not think that the network is all business can be achieved on the network. Today's most effective online marketing is from online marketing to offline transactions, from online to offline consumer experience.

Thirdly, in the selection and combination of traditional media and online media, of course, for many enterprises, they still do not have the ability to operate the media. One is strength, and the other is the ability to apply, how to choose and what kind of ways to do it. Many companies do not have basic experience, so the effect will be greatly reduced, and they would have no capital, can not do such an attempt, so small and medium enterprises today take the network marketing is almost the only way out of the mainstream, no other better s Choice.

In addition, the single kernel also suggested that Internet marketing, we must proceed in four steps: first, with the network free or paid promotion tools to allow customers to find you; second, you must make your customers fully understand you; third, Showcase their own distinctive place, so that customers love you; Fourth, to seize the customer, follow-up transactions, so that customers marry the product home.

The last single kernel concluded: Today's network is the best opportunity for small and medium-sized micro-enterprises to stand up and surpass the leader. Wait until a few years after the full popularity of Internet marketing, competition intensified, to be bigger, stronger, superior and difficult. Wait until the large enterprises have also entered the network marketing, competition intensified, but also to the impact of small businesses, so now is the best time to enter, it can be said that the last chance.

Whether willing or unwilling, or not, we all have to go online. E-commerce, or business-minded, has become a reality. If you miss the Internet because of neglect, not to miss a chance, but an era.