Traditional Retailers Face Six Obstacles To Touch The Net

The "2011 traditional retailers' Online Retail Business Research Report" recently released by China chain operation association shows that although the development of China's traditional retailers' online retail business is booming, there are few real benefits, and there are many difficulties in the implementation of the online marketing. There are six main questions that can not be avoided.

The first is consciousness and system.

Whether or not

In the operation system,

Next is the left and right hand stroke.

When retailers want to do e-commerce, the most tangled point is: if online and offline prices are the same, they are too competitive on the Internet; if the price of the Internet is competitive, the price must be lower than the line.

It's like hand to hand stroke.

Third, the change of supply chain and logistics distribution.

Traditional retail logistics is a kind of B2B logistics mode, while online retailing puts forward different requirements in terms of commodity organization, distribution speed and distribution refinement, such as small scale, small batch, point to surface, comprehensive services, etc.

Fourth, physical marketing is different from network marketing.

Traditional retailers do not accumulate enough analysis on online consumer behavior and habits, and experience in online marketing is obviously insufficient, especially in customer service.

Fifth, costs and profits are hard to predict.

Generally speaking, if we want to build a network retail business covering the whole country and reaching 100 million yuan, the initial investment will be at least 30 million yuan.

Investing in a new store is likely to make a profit in three years, but if it is invested in B2C business, it is only the beginning.

Sixth, the problem of talent can not be ignored.

In contrast, the salaries of traditional retail enterprises are low, especially in terms of professional talents (such as web design and network marketing), which are much lower than those of pure Internet retailers, which results in a high rate of brain drain in traditional enterprises.

Statistics from the Ministry of Commerce show that as of December 2010, the volume of e-commerce pactions in China has reached 4 trillion and 500 billion yuan, an increase of 18.4% over the same period last year.

The scale of online shopping users reached 161 million yuan, with a paction volume of 513 billion 100 million yuan, an increase of 98.4% over the same period last year, accounting for 3.27% of the total retail sales of social consumer goods in the whole year.