Price Is Not A Permanent Solution -- Traditional Service Enterprises Enter E-Commerce: Not Only Sell Goods

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In May 13th, a "traditional enterprise how to enter e-commerce".

Thus, the presentation of the distinguished guests in this forum is presented in the form of words, which is especially necessary for the brand people who are very vague in the industry but want to understand it.

Guangzhou Bang Yi Industry and Trade Co., Ltd. CIO Zhang Jian: we need to constantly improve the matching tools.

More and more enterprises have been complying with the trend of e-commerce and embarked on the road of electric business.

But behind the boom, enterprises should also keep a clear head and think about whether the environment matches their enterprises, and then consider whether to choose and how to choose this road.

Bang one company has been acting as an international brand agency, and resolutely joined the tide of e-commerce in January 1, 2009.

At present, bang Yi industry has established partnership with Taobao mall, Alipay and pat and other channels, and also launched an independent B2C website "bang Yi Yi".

People who switch from traditional enterprises to electronic business platforms believe that they will feel that the more they know, the more confusion they will find.

They will face many problems such as channel and personnel adjustment.

When more and more sales and more channels, how to adjust the logistics and channel construction, as well as the improvement of the team and so on, are all very painful processes.

What I want to emphasize is that e-commerce is just a tool.

If a worker wants to do good, he must first use his tools.

We need to find matching tools.

In the physical market, we have to choose the right channel for ourselves, as well as on the Internet.

The B2C market will gradually increase in the future. Traditional enterprises can take C2C as the entry point for e-commerce, but the emphasis should be placed on B2C.

Taobao mall clothing industry consultant geese: no brand awareness on the Internet does not matter.

Through the analysis of customer search keywords, we find that on Taobao, the number of search keywords is ranked first.

Brand is not decisive for consumers' purchase behavior, and style is the deciding factor of purchase.

For 80% of buyers, quality and style are the most important.

The traditional enterprises should first realize this point when they enter the network. Even if you used to do foreign trade processing, creating a new brand has no reputation in the market, so long as you have good quality and style, plus proper promotion, you can get good results.

Taobao mall has been set up 3rd anniversary. In the first three years of the past three years, Taobao mall sought to enter the brand. In second years, the brand volunteered to enter Taobao mall. In the past third years, many brands were squeezing in, so now we have to consider how to make our brand better.

Min Jie, vice president of Shanghai state purchasing Mdt InfoTech Ltd, price war on the Internet is not a permanent solution.

How to get a piece of e-commerce cake? Most enterprises will fight price war.

This is a big misunderstanding.

At present, on Taobao, the top ranked brand in clothing sales is UNIQLO, but we will find that its sales on the Internet are rarely discounted.

The ability to maintain first place in this market is determined by its quality.

Conversely, Marceau is a bit of a pity, probably because last year signed a bet agreement, and later the product was hit half off, resulting in a sudden increase in the rate of return.

This shows that if you want to develop in the field of e-commerce, price war is definitely not a permanent solution.

If we want to do vertical e-commerce, there are several aspects that enterprises need to think about: platforms and services, logistics, commodities, communication and promotion.

First of all, enterprises should consider what commodities they should move on our e-commerce platform and how they can give consumers experience. Secondly, we should consider what kind of supply mode we should adopt, how to establish a logistics platform that fits the enterprise operation mode, and what kinds of communication methods should be applied.

What needs to be reminded is that to enter the electricity supplier is not simply to sell goods, and traditional enterprises to enter e-commerce must have a long-term planning and thinking like cultivating children, and all aspects of establishing e-commerce must grow together with your enterprise.

Yum Software Senior Product consultant Luo Guangping: avoid channel conflict, there are ways.

The development of an enterprise into e-commerce can be divided into four stages: cognition, trial, layout and development.

Cognition and trial water belong to trial and seek stage. At this stage, enterprises have already felt the trend of electricity supplier, and began to worry about not having electronic commerce. In the future, there is really no business to do, so they have made preparations for trial; the test water is already a preliminary test, but it has not yet determined the position, and has not effectively grasped the methods and skills, of course, it has not yet produced considerable sales performance.

At present, as far as I know, most of the traditional enterprises entering the electronic commerce are still at the stage of trial and error. The difficulties they encounter are more than the following aspects: first, the lack of ability to communicate with netizens; two, the lack of Internet talents; three, the huge organization, facing conflicts between channels and products, and four, it is difficult to win more resources and higher levels of support.

Among them, traditional enterprises are most concerned about how to avoid channel conflicts.

At present, the following methods are available: online and offline unified prices; online and offline channels sharing; online as a channel to help clean up unsalable inventories; network funds; new brand of e-commerce.

Electric shock is not just for sale.

What impressed reporters is an example of Taobao goose clothing industry consultant Yan Xing Ju, about cosmetics.

There is a cosmetics brand named "Herborist" for many years on the line. Later, a similar brand "fragrant grass collection" appeared on Taobao, and also made natural and plant concept cosmetics.

Prior to this, a market research conducted by Taobao found that among those consumers who had been mixed up all year round, a large number of people thought that the "grass collection" was a genuine brand, and Herborist was a brand name.

This is an extreme case, but the result is likely to happen.

"Electric shock" is not only for selling goods, but also shows that an enterprise is not old and young, but also can effectively crack down on Shanzhai.

Therefore, there is a saying to all the traditional enterprises who want to do e-commerce, run ahead! Do not spend 15 million of the industry survey, do not spend 8 million to do the system.

Don't get everything ready, do not want to understand everything, do not go in, always do not understand.

Most people will say that my company is short of e-commerce talents, so it is necessary to invite the electricity suppliers to help them.

Actually, this is not necessary.

No one knows more about a company and its products than its employees, and burning money is not necessary.

The first three months should be done well so that everyone will be satisfied with your products and quality, resulting in a two purchase, rather than a quick start with Taobao direct train or hard way.

This may easily create the first order, but for the second single and the third list, it is a very dangerous way when there is no certainty.

We should try our best to use fewer marketing costs, and not even spend the marketing way to make the order grow smoothly, so that you can do marketing after your word of mouth is good, so this is the right way.