Traditional Channel Business Is Difficult To Solve Interest Knot

In the era of e-commerce, traditional enterprises have a painful experience. A few days ago, a Lining The county level dealers on the Internet published "how the electricity supplier affects my business", openly expressing the dissatisfaction with Lining's implementation of the electricity supplier strategy, which led to the fact that he was forced to close the physical shop. "Double eleven" network sales discount war is coming soon, online and offline interests conflict again highlights. Is it true that traditional enterprises can not walk out of this cycle?

Complain angrily

The long-standing dissatisfaction with the electricity supplier finally broke out. Recently, a Lining county level dealer on the Internet published "how the electricity supplier affects my business", openly expressed the dissatisfaction of Lining's implementation of the electricity supplier strategy, which led to the fact that he was forced to close the physical shop. In this web post, Lining, a county-level city distributor, said that the low discount of online sales has affected the sale of physical stores, and its stores have left the last 1 from the top 7. According to reports, more than a month ago, the store used Lining sales system to play the shopping tickets for customers, and began to publicize the official website of Lining.

One stone caused a wave of waves. Many dealers were tucking up the Internet on the Internet. They complained about the strategy of the traditional enterprises in the ascendant. "They are making their situation worse and worse."

On the 25 day, the Li Ning Co responded, "it has been verified on this matter (below the line price). The structure and type of goods sold on line and offline are different. Online sales are mainly sold on non seasonal goods and Internet exclusive edition. If there are new products sold online, they will never be sold at lower prices."

Internet fleeing is impossible to guard against

However, the "Prohibition" of enterprises' Internet fleeing is mostly reduced to a mere scrap of paper.

Smart consumers have long been clear. clothing Appliances, shoes Class and other products, just go to the physical store to remember styles, models, and so on, and then click on the network, so not only can buy a genuine product back, and the price is greatly favorable. "Now the brand consumer companies are running around, and there are too many agents and distributors below, so it is difficult to control prices." Yu Jun, who is the head of the clothing department of a large department store in Shanghai, said, "for example, the factory price is 80 yuan, and the salaries, store rents, decoration costs and so on can be calculated on the line. Only 300 yuan and one piece can be sold to make money, while online 100 yuan can make money. There are natural advantages on the line.

Shopping mall electric shock channel anxiety

Let many Distributor The worry is that besides the manufacturers' deliberate management of network channels, the traditional shopping centers have also stepped into the electricity supplier field.

Traditional department stores enter the electricity supplier channel, no doubt bypassing the upstream suppliers' resources are not strong, and early customers are not easy to develop.

In October 2010, Yintai online has more than 400 brands, including clothing, luggage, cosmetics, jewelry, luxury goods and so on.

According to media reports, the total sales volume of Yintai network in 2011 is expected to exceed 600 million yuan, and the total number of users is over 2 million.

It is worth mentioning that this shopping mall clearly stipulates in the terms of the contract, "the online sale of goods must be lower than the price of the physical store 15%~20%."

Two line convergence interest problem

Online red fire, offline slump, is this the fate of the electricity supplier era?

At present, the "double eleven" annual promotion war is at stake, including Jingdong mall, Tmall, Dangdang, fan, TaoBao And other businesses have announced a large-scale promotion policy. The single day sales of Taobao's Singles Day in 2009 were 100 million yuan, 936 million yuan and 5 billion 200 million respectively in ~2011. However, behind the miracle of achievement, it is short board with shortage, slow delivery and poor user experience.

As for the traditional dealer how to "quickly" touches the net, the company's practice is to mobilize the second generation of dealers to do electricity supplier, Lao Tzu is responsible for the line, and the son is responsible for the network. Some companies choose to let online dealers open shop under the line, and directly cultivate super dealers who can operate in two lines.