Electric Business Experiment Into Traditional Enterprise Development "Deep Water Area"

Reference to traditional enterprises in the field of electricity business enlightenment, PPG achievements. Founded in 2005, the "light company", which sells direct online men's shirts, has shocked the whole industry: according to its publicly available data, only 10 thousand of shirts can be sold per day through call centres and the Internet.

This speed is hard for most of the traditional enterprises to match. This has also become a driving force for some enterprises to try e-commerce.

For example, in 2007, the news birds launched the EBONO e-commerce website on a high profile, selling business men's clothing online. Not long after, Daphne and Lining began experimenting with e-commerce.

But at that time, most of the traditional enterprises were right. Online retailers They are still in the wait-and-see stage. Compared to the traditional offline business, the discussion of the electricity supplier is still in the "light" or "inferior" level.

　　 TaoBao To a certain extent, the Jingdong and the customers in the past few years have brought the atmosphere of the whole electric business in China to a certain extent. Traditional enterprises have become the trend of the times.

But there are different motives. Some even regard the electricity supplier as a fashion. Most traditional enterprises regard electricity providers as new sales channels. At the same time, they began to solve a problem: how to deal with the relationship under the line.

For example, in order to avoid conflict, Daphne, cat underwear and other traditional enterprises choose different products on line and line, and price has other strategies; and love, Bo Yang home textiles, etc., choose to create a new brand and sell online.

Among the top ten electricity suppliers in the United States, there is only a pure electricity supplier of Amazon. On the contrary, until now, China's leading electricity supplier companies, apart from suning.com, are still Taobao, Jingdong, Van guest Dangdang and other pure electric business enterprises.

Yi Kai capital (micro-blog) CEO Wang Ran (micro-blog) once said at an electronic commerce forum that Suning is a special case, although this special case is not the only one in the future, but few. He also believes that "the vast majority of traditional enterprises will enter e-commerce, but I think they will fail" because they will not, unwilling or dare not put e-commerce into their existing system, learn to make use of social capital, and learn to make use of the mechanism of Internet enterprises to promote their development.

From this point of view, the practice of Jinjiang international group and Metro supermarket in e-commerce is indeed deeper than that of traditional enterprises.

Jinjiang electricity supplier is not only an online sales channel, but also has many functions such as network marketing, membership management, customer service, data integration, decision reference, IT support, innovation and growth of Jinjiang international group. Metro will also tie the electricity supplier with its development strategy in China.

Before joining metro, Hu Xingmin asked He Zhewei, President of Metro China, the question: why do we need to do e-commerce?

He replied that developing e-commerce is the strategic demand of Metro in China.

This became one of the important factors that Hu Xingmin finally chose to join. In his view, the traditional enterprise e-commerce must be consistent with the company's overall strategy, so that many problems can be solved naturally; otherwise, the words and deeds of the electricity supplier department are likely to be inconsistent with the company's atmosphere and direction. Once the enterprise finds that the electricity supplier has no direct relationship with the creation of the core competitiveness of the whole enterprise, the situation of the electricity supplier will be very embarrassed.

From the strategic perspective, the offline resources of traditional enterprises will undoubtedly have many advantages.

For example, the annual consumption of Jinjiang International Group under the line of products reached 20 million people, which fully believed that the Jinjiang electricity supplier saved a large amount of marketing costs; and Metro's offline stores also to a certain extent for the electricity sector to assume the storage and distribution tasks, without the need for pure electricity providers, in the early stage to spend huge amounts of money in warehousing and distribution.

But as Wang Ran said, it is not easy for traditional enterprises to integrate the electricity providers into the existing system.

In August 2011, Zhou Chengjian, chairman of the American Apparel, said that in the next 5-10 years, the whole enterprise in the United States should turn from a traditional tailor to an Internet tailor. That is to say, it is not just selling products on the Internet, but a combination of traditional stores and e-commerce. It should be the carrier of the Internet in terms of ideas, culture, management processes, supply chain and the whole mechanism.

However, only one month later, the United States and costumes announced that "taking into account the difficulty of ensuring profits, the decision to stop e-commerce business will be transferred to major shareholders."

The future of the divestiture business platform will be integrated with the traditional stores in the United States. We still have no idea. Just like a senior OTA personage commented that traditional enterprises do business, even at strategic level, they still have to look at execution and see how big their determination is.