What is the status of traditional enterprises to exert electronic commerce (i)

Traditional enterprises are interested in operating E-commerce, but do not know how to face the complex market should be how to exert force? from which angle should we enter e-commerce? How to transform existing strengths and resources into competitive advantage?

(i) The role of network marketing market

Traditional enterprises in the network marketing process will be repeatedly frustrated, confusion, in addition to the lack of marketing skills, there is an important reason. There is no clear distinction between the role of the enterprise positioning. In the traditional market, the positioning of the role of the enterprise is almost fixed, the enterprise is also accustomed to according to the inherent role to constantly improve marketing tools, strengthen the role of influence. In the electronic Commerce environment, the enterprise does not appear only in one identity, but can change the market role of the enterprise according to the different mode of operation. With a single market role to carry out marketing work, many roads are completely not smooth.

Enterprises must first identify market entry points to determine the role of the market. and six kinds of market roles will be derived according to the environment change:

1, processing business

Have a stable production and processing capacity of enterprises, according to the business market, Group buy website, brand and other enterprises demand, accept orders for production processing, is the most popular but also the lowest profit mode. such as every customer, Macaulay, such as electric business platform, have a large number of factories for its processing.

Comment on: The profit margin is low and often the fund cycle is longer, although the enterprise belongs to the top of the supply chain, but does not have any market initiative. Strictly speaking, it is not engaging in electronic commerce, but appearing as an auxiliary party.

2. Traders

After the purchase of goods, the use of existing distribution channels for sale, known as buying hands. Due to the strength of a one-time cash knot or the ability to withstand the risk of warehousing, the cost of goods purchased is lower and can withstand the ability to postpone the payment. By the Business-to-consumer, group buying website, Taobao owner of the welcome.

Comments: The purchase of goods if not have a certain brand influence, just OEM ordinary goods. It is difficult to obtain higher profits in the electricity market, because the consumer trend of Internet users, has been in the brand and save money two directions, forming a great differentiation. Only in the concept of small profits but quick turnover, because the market is too transparent.

3, Brand Business

Enterprises operating their own brand, looking for online agents, Taobao distributors, settled in the platform for the enterprise. To achieve the entire network cover sales, and in the process of sales continue to expand the brand influence, and eventually become a well-known brand of electric. such as the wheat bag, seven, green Box and other brands.

Comments: Traditional enterprises almost no brand packaging awareness and professional marketing team, thinking that registered trademarks have a brand. Without packaging, promotion and speculation, there will be no brand value and market appeal. Enterprises think of owning a brand, but also a legitimate sales of ordinary goods and the quality of their own.

4. Taiwanese businessmen

Enterprises to set up sales of commodity platform, in Beijing and east, when the well-known companies to open shop in Taobao, open the shop, their own products to provide display, promotion, sales, logistics, customer service and other services. We hope to gain maximum profit while directly mastering the customer information of loyal consumers.

Comments: Operating any kind of platform, in the premise of having a professional marketing team, the most easily overlooked by the enterprise and the most important is the market promotion. Without promotion, no netizen knows the existence of the platform. This is also the main reason why many companies set up a business shopping mall with less than 10 independent visitors each day.

5. Investors

To small funds, to some with technical advantages, team advantages, electrical business resources of the start-up period of the electric business enterprises, occupy large stakes. On the one hand, through the start-up company to obtain the long-term interests of the market, on the one hand, through start-up companies to establish a platform to sell their own products.

Comments: E-commerce investment is not moving millions of U.S. dollars, hundreds of thousands of to 2 million of the renminbi investment. It is also a huge sum of money. At this time of the traditional enterprises, to invest in the perspective of the electric business, but also to avoid personnel management, market management and other disadvantages.