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Internet Sales: A Possible Choice For Channel Development

2008/8/21 16:24:00 40

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Network Sales Channel Development Strategy

"Get the terminal (channel) get the world."

Today, with the homogenization of competition becoming the basic form of competition, to some extent, the success or failure of terminal (channel) competition determines the success or failure of enterprise marketing.

Seize the terminal (channel) commanding height and enhance the competitiveness of terminal (channel) almost become the basic choice of all enterprises.

However, with the increasingly fierce competition in the terminal of enterprises, and with the increase of terminal operating costs and the enhancement of the concentration of retail enterprises, the input-output ratio of enterprises' operation terminals has been declining, which is an indisputable fact.

Terminal innovation has become a challenge that enterprises must face directly. However, in many "terminal innovations", few enterprises have turned their attention to the Internet, which is a quiet blue sea compared to the bloody red sea in the real world.

Why do businesses not pay attention to Internet sales?

Have we seen too many failures to see Internet sales as a dangerous road, or have we not discovered the enormous potential of Internet sales?

Maybe the two have both.

In the late 90s of the last century, the tide of e-commerce rose rapidly.

Since then, e-commerce has fallen into a long silence, fading out of the corporate attention.

In fact, Internet sales have begun to warm up and enter a fast growing channel. Although we can not tell when Internet sales will usher in the inflection point of explosive development, one thing is for sure. In many industries, network sales (this article mainly refers to B2C) has become a possible choice for enterprise terminal (channel) development and innovation.

Opportunity: Internet sales come into reality

With the coming of the age of Internet shopping, a large number of enterprises have joined in the era of the Internet.

However, the reality is cruel. Most of the pioneers disappeared from our vision, and only a few survivors lived to this day.

The reason why many forerunners fail is that on the one hand, the habit of consumers' online consumption has not yet been formed on a large scale. The main reason is that these pioneers attach too much importance to technology, business models and concepts, while ignoring consumers and neglecting the creation of value.

Once upon a time, new concepts, new technologies, new terms and new models driven by "e-commerce" emerge in an endless stream.

Today, with the gradual maturation of business environment and the improvement of enterprises' cognition of e-commerce, China's e-commerce has begun to slip out of the doldrums.

According to statistics from relevant departments, China's online retail sales (mainly B2C) exceeded 50 billion yuan in 2007, and will continue to grow rapidly in the future. The scale of retail sales will exceed 200 billion in three years.

The rapid rise of online retail sales shows that the scale of consumers choosing online shopping has expanded dramatically. In fact, many young consumers in Beijing, Shanghai and other central cities have formed the habit of online consumption.

From the original books and digital products, it has begun to extend to home department stores, household appliances, clothing, maternal and infant products, cosmetics and other fields, and even jewelry, automobile and other traditional points of view that there is a certain share of goods that are not suitable for online sale.

From the trend of venture capital, it also shows that e-commerce (especially B2C business) is beginning to pick up.

In the 2001-2005 years, China's e-commerce is at a low ebb. The amount of capital invested by venture capitalists in e-commerce is very small, and it adds up to 67 million US dollars.

In the past two years, the amount of money invested by venture capitalists in e-commerce has been 4 or 500 million US dollars, of which more than 90% are concentrated in the field of B2C.

In the past two years, some foresight enterprises have seen that e-commerce has begun to enter the orbit of rapid development, and have successfully explored and tried. Some companies engaged in online sales have been well known by many consumers.

In the digital industry, there are some high quality enterprises such as Jingdong mall, little bear mall and so on. In the cosmetics and skincare industry, there are daily shopping nets, NO5 and so on. In the home building materials industry, fence, home, Jiabao, I love my family, and so on; in the jewelry industry, the 51 diamond network, nine diamond net, dvni, single ring and other enterprises are most prominent; in the clothing accessories industry, PPG, VANCEL, fashion nets, Farrell, wheat bags and other enterprises have gained high recognition from consumers; in the maternal and infant products industry, the best ones should be red children, Yue you, Li Jia Bao, an run Bei Bei, China baby products network and other growth momentum is also very strong. In addition to the famous comprehensive shopping websites such as Alibaba, Dangdang and excellence, etc.

In these enterprises, there are professional online retailers, and there are also network retailers that have been developed by traditional manufacturers.

Advantages of traditional enterprises in developing network channels

Traditional enterprises develop channels for network sales, either by means of comprehensive or professional online shopping centers, or by constructing their own network sales system independently.

No matter what mode is adopted, traditional enterprises develop e-commerce and develop network sales channels. Because of the support of various resources, such as wired business, brand, channel, customers and so on, they are more likely to be successful, and are more competitive than pure e-commerce enterprises.

It is mainly embodied in two aspects:

Price and cost advantage: traditional enterprises are able to gain more bargaining power in negotiations with upstream suppliers because of support from offline businesses. In this respect, pure network B2C can not be compared with traditional enterprises.

At the same time, traditional enterprises in the supply chain management, warehousing and distribution system and other aspects are relatively perfect, and these resources are available. After giving full play to these advantages, it can provide efficient and low-cost logistics distribution services for many online shopping crowd.

Brand and customer group advantages: traditional enterprises engaged in industrial operation, from the scale of funds, brand integrity, social awareness of the innate advantages.

When traditional enterprises enter the field of e-commerce, their promotion and script src=>