Traditional Enterprises Play &Nbsp, And How To Avoid "Dying Fate".

Just as the "traditional turning line" has been weakened by all sides, several of them have proved their so-called "traditional enterprises" by their excellent performance.

This year, it has been considered the first year of e-commerce.

But if we look at what happened in the first half of the year, the situation seems not optimistic.

Song Baoqiang, a well-known blogger that throws "death fatalism", lists the tragedy of "class" executives in the major traditional business sector: Lining e-business leader Lin Li, Galanz e - commerce minister Zhao Zhi, Joyoung Limited by Share Ltd e - commerce head in succession, and the former suning.com and other traditional business department general manager of the business department.

Such a large scale replacement basically exposes the traditional enterprise to the business life gate. E-commerce, as a channel change, is actually the life of the chain of traditional interests.

Compared with this one, yes.

But if you look at Internet users doing business, there are also many examples of failure or failure.

We will find and follow the development problems that they encounter, and we can also demonstrate the fate of the "fate of destiny", because compared with traditional enterprises, they do not understand products well, and lack control over the supply chain.

So in fact, the advantages and disadvantages are equal.

But the problem is, every day is increasing.

Recently, I had the honor of contacting several generations of business school students. They came from traditional fields, but they also had a lot of fun.

Unfortunately, they fall into three categories.

The first category is a large agent with strong control over the channel. The second category is originally a manufacturing brand, and has a deep understanding of the product; the third is to seize the opportunity of Taobao mall.

First of all, let's talk about the first category of brewmaster web.

Its predecessor is the largest liquor distributor in Shanxi.

Its founder, Hao Hongfeng, wants to become the world's largest liquor distribution company, but finds that traditional business models can't support such a large sales volume.

After seven months of research, he found that the biggest obstacle to Gome and Suning was the high rent, high management cost and low turnover.

At this time, he learned that there was a model in the world called "e-business" which could solve his problems.

Now, the monthly turnover of brewmaster net is 20 million yuan, which is expected to exceed 50 million yuan in September this year, and 1 hundred million in December.

There are 2000 varieties on the line. By the end of this year, 10 thousand varieties can be reached, and the unit price is very high, from 800 to 1000 yuan.

Yang Guofeng, deputy chief of charge of the website of brewmaster website, told the author that they have changed a lot from the beginning to the beginning.

"Previously thought that a good front end is good e-commerce, but now we know that the supply chain is the key.

"Even though the front part is also fundamentally different from the past, as an agent, it used to be concerned only with the occupancy of the product in the channel, but now it is" through the Internet to directly face consumers, communication and experience are too important. The quality and culture of wine must be accurately pmitted. "

"

Roley's home textile is the second type. Before it began its e-business journey, it was already a listed company. It had obvious advantages in two aspects of products and brands.

But in the second half of 2008, there are still many problems. The biggest one is that no one can do it.

Now, Wang Zhen, director of e-commerce, was once the director of human resources, because he could not recruit the right person for three or four months, so he took over.

Later, Luo Lai did a very clever thing. In order to prevent "left and right hands", they registered an independent brand, specializing in e-commerce, independent product development, but the production part was unified with offline.

In this way, the price of the products in the e-commerce channel is 2/3 below the quality product. We are closely integrated in the back-end, and we can also get the well water without breaking the river at the front end.

From the sales performance, rolls home textile in March 1, 2009, annual sales of 16 million yuan, in 2010, it achieved 62 million sales, 4 times growth.

Wang Zhen told me that this year's performance has been beyond suspense.

"This speed may not seem to be a thing of the Internet Co, but for us, the reference system is traditional enterprises, and this growth rate is already amazing compared with the offline ones.

"Wang Zhen said frankly that he could not take money like a Jingdong or a customer to scale, because" without profit, he could not get the support of the big boss or steady. "

"

The last class represents Gloria.

In 2008, Taobao mall was ready to go online, trying to pull Gloria into the mall, and found the sales director Yan Jieting.

At the beginning, Gloria didn't pay much attention to it, and put 3 people on the Internet shopping channel. Later, it found many advantages. One is the unlimited resources, and how many SKU can be displayed. Two, it does bring new customers. According to their statistics, the customer coincidence rate of the line store is not more than 8%. (this point, Luo Lai home textile also mentioned that its online and offline customers' overlap rate is less than 10%), and 35% of the sales come from the so-called "blank market" (that is, the area where no entity store was opened).

Gloria started advertising in Taobao mall since last year, and its performance has doubled 9 times since 2010. Yan Jie Ting has also been pferred to full-time business channel.

During the school days, Yan Jieting said that she was very moved by the open mentality which was different from the traditional industry, and gradually became more willing to communicate.

But this phase only received thirty thousand yuan training courses, not only let traditional enterprises feel "not alone" in the business journey, but also a lot of dry goods sharing and inspiration from the developed Internet business.

For example, Yang Guofeng left a deep impression on the technology of CEO Li Shubin. He praised the information management of good store. After training, he went back to invest in the technology of brewmaster network.

Wang Zhen said that he was happy to learn about the Jingdong's capital business operation, such as fan and other big businesses. "Knowing its logic, we know why it is not suitable for traditional enterprises.

"

Now, Yan Jie Ting is more willing to interpret "e-business" as "selling things by means of the Internet", so eventually he will return to "business".

"In fact, for traditional enterprises, e-commerce is actually an improvement of sales strategy, reconstruction of sales channels and improvement of the whole enterprise's framework. This process leads traditional enterprises to upgrade themselves, thereby promoting the upgrading of the whole industry and economy, which is also an irresistible historical footstep.