Stone Asking: How To Correctly Understand And Expand Home Textile Business

< p > today, the Internet, like the original movable type printing, steam engine, electricity and telephone, has set off a new round of industrial revolution.

As a part of the Internet industry revolution, the electricity supplier has completely changed the retail trade and brand marketing.

Next I will talk about the current situation and pformation of the electricity supplier in the home textile industry: < /p >

< p > < strong > 1. From a swarm of bees to several flags of the electricity supplier dialysis, < /strong > < /p >

In 2009, the home textile enterprises represented by Jiuzhou deer and Bo Yang have made brand and sales in the electricity supplier. After the stimulation of double eleven in 2010 and 2011, many a href= "http://www.91se91.com/news/list.aspx? ClassID=101112107107" > home textile enterprises "/a" became more popular. They recruited the customer service of the electronic business operation and entered Taobao shop.

After setting up shop on the Internet, it was found that sales were not as easy as imagined, and that they could not overcome the problem of supporting and managing the electricity providers themselves, forming a great psychological gap.

Secondly, subject to the various factors of talent and e-commerce positioning, the electricity supplier has become a chicken like existence in many enterprises.

No, no! It's not easy to do it. It's not easy to burn money! < /p >

< p >, so many enterprises have handed over their shops to Taobao's generation operation companies. They can't bring their children well, so they can only be looked after by others.

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< p > above is the electricity supplier state of many traditional home textiles. In the past two years, a few famous brands of home textiles, such as Luo Lai, Bao Nan, and so on, have been spawned in the field of electronic commerce.

Many home textile brands are not unable to do business, because they can not overcome the constraints of traditional channels.

But the electricity supplier is definitely a trend. So how to correctly understand and develop the electricity supplier? < /p >

< p > < strong > two, the eight elements of the success of the electricity supplier in home textile enterprises < /strong > /p >

< p > < strong > 1, taking the electricity supplier as the two venture, forming a strategic position < /strong > < /p >

< p > a lot of small and medium-sized home textile enterprises think that recruiting a shopkeeper and several customer service can do the electricity supplier. The larger home textile enterprise is to set up an electric business department, and try to make the electricity supplier with the mentality of trying, so the result is not big, and the disappointment is obvious.

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< p > let's think of those successful individual Taobao shopkeepers and successful brand names, which is not focused on them, which is not a state of mind.

Therefore, if we want to do well in the electricity supplier, we should regard him as the two venture, take it seriously and look at the long term.

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< p > secondly, do not rush to make money by doing business.

At present, the electricity supplier has been operating for one year, and there are few enterprises that have realized profits.

Because the first year's main work is the internal operation and external expansion of the electricity supplier.

We should establish a sense of strategic deficit year.

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< p > < strong > 2, jumping has the interests of bondage, vision of the long term < /strong > < /p >

< p > many home textile enterprises have just begun to find that they sell their brand products online at low prices. The first way to deal with them is to control the circulation of pictures and not allow agents to sell products online.

Later I found that I couldn't stop it, so I set up a flagship store for myself.

< /p >

< p > everyone knows Kodak, Kodak is the largest film supplier in the world, and the first enterprise in the world to invent digital cameras.

The reason why Kodak went bankrupt is that the interests of traditional channels are too big. When we find that competitors are popularizing digital cameras, they have no room to turn around.

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< p > the existing interest is simply eating right, but it will also give you no food tomorrow.

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< p > < strong > 3, the overall planning of the electricity supplier's operation, team and resources < /strong > /p >

< p > now the professional managers of home textiles are very familiar with the traditional home textile channel and operation. They can understand the overall positioning of the brand, the formation of the team and the effective utilization of enterprise resources.

However, the electricity supplier is a new thing for many home textile professional managers. It can only understand a little, and can not effectively plan the electricity supplier, let alone operation.

This does not mean that these home textile professional managers are not competent, but they have neglected the learning of Internet commerce.

I suggest that these colleagues should pay more attention to the professional websites such as generation network, world network providers, cloud business road and so on, to supplement their knowledge and experience.

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< p > in fact, the electricity supplier is also a business.

Just like you are playing basketball now, let you play football, are all body sports, team competition, change is playing.

Only when we are familiar with the game and learn the rules, and the essence of business competition has not changed, then the planning and operation of the electric business can develop in a holistic way.

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< p > no perfect planning, only continuous optimization of planning! < /p >

< p > < strong > 4, identify the right direction for the development of the electricity supplier < /strong > /p >

< p > first, let us know the characteristics of Taobao's development process: < /p >

< p > a price era: from 2003 to 2005, buying products at low prices; < /p >

< p > b service era: from 2006 to 2007, it started to deal with the difference between service and attention; < /p >

< p > C promotion era: from 2008 to 2010, we promoted sales by means of promotion tools (through train, etc.); < /p >

< p > D integration era: from 2010 to 2012, integrate the resources of Taobao and Taobao, complete the promotion and sale of brand with the organic combination of marketing and sales promotion.

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< p > every era has stories of every era. I will not tell you one by one. Every era will breed a number of Taobao stores. So, if we grasp the pulse of the times, you will be able to develop better.

The same is true in the electricity supplier field. Now we have entered the era of full network marketing. Where are our directions? < /p >

< p > a lot of people think that the electricity supplier is to make Taobao, that is, opening up the a href= "http://www.91se91.com/news/list.aspx ClassID=101112107102" > flagship store < /a >, leading to failure.

Before opening a Taobao shop, that is, to do business; now we have to do the whole network channel, that is to do business.

So many network channels, we must find suitable channels, and invest resources to achieve success.

Bo Yang home textile in Taobao is very cattle, double eleven, a day sales of about 20000000.

At that time, in the 1 mall, mercury sold much more than Bo ocean, which was the result of the direction.

Tmall mall is not 3 years ago, and now there is no shortage of merchant resources. So many businessmen and businessmen together should grab a market that belongs to you, and invest time and resources.

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< p > some people think that independent websites are their main sales channels. In fact, this is the biggest electricity supplier.

There are many cases of failure, including the independent mall, which was launched by the news bird group. It was closed in less than a year. Why? < /p >

< p > because every enterprise has genes, and the genes such as customers, Jingdong and so on are Internet. What they do is "platform". They sell clothes and electrical appliances. The genes of traditional enterprises are brands, and they are "channels" rather than network platforms.

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< p > to be a network platform, we need to achieve a process of "external blood pfusion" to "internal hematopoiesis".

External pfusion relies on advertising to drain customers onto the platform.

In the end, customers can form memories and habits and enter the website directly into the mall, which is internal hematopoiesis.

< /p >

< p >, then don't you want to do the official website? The official website should do the brand exhibition. It is the management center, the member center, not the sales center. The sales center is placed on the third party platform, and in so many third party platforms, you have to find your own central platform, so that you can do well the electricity supplier.

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< p > "pro" has become the expression of Taobao color. Simple "pro" can give customers a sense of trust and buy products.

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< p > above is Taobao, in the Jingdong mall, "pro" once, fines ten thousand oh.

This is also a result of competition between Jingdong and Taobao.

Jingdong mall is based on digital appliances, so customers are mostly men.

For male customers, the product description of Jingdong is mainly based on data and rational words, and the price is purchased at the genuine premium price.

Taobao is different. The product description is very emotional, and the marketing method is characterized by multiple uses, which attracts customers to buy.

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< p > different platforms, different features and different customers. We can only succeed if we aim to operate every platform. Do not think that we can play the whole network marketing with a set of Taobao pictures and word templates.

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< p > < strong > 5 < /strong > strong > break through < a href= "http://www.91se91.com/news/list.aspx ClassID=101112107107 >" electricity supplier talent < /a > cognitive bottleneck < /strong > /p >

< p > Liu Qiangdong said, "electricity supplier talent is a legend. As long as you understand business, you know the user is enough". < /p >

< p > electric business is an undertaking, not a mature industry. It needs the spirit and passion of dying and the younger generation, and many home textile professional managers have mature experience in operation of enterprises, without the experience of e-commerce and entrepreneurship.

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< p > good business people are successful shopkeepers in Taobao and their personal stores. They know the Internet sales, understand products, understand customer service, understand activities and understand operation. Do you dig up? < /p >

< p > a lot of enterprises, dig a business Taobao shop manager, put him as an electricity supplier operation, the result can be imagined.

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< p > < strong > how to develop electric business and make use of talents? < /strong > < /p >

< p > A the boss should understand the electricity supplier and have a sense of learning, so as to give the right decision for the development of the electricity supplier. What I have said here is to understand the operation mode of the electricity supplier, and have some understanding and cognition of the professional terms.

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< p > B the three elements of electric business talents: passion, learning and innovation; education, experience and professional are nonsense.

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< p > electricity supplier is a fast changing occupation. Without good passion and continuous learning ability, it will soon be eliminated.

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< p > < strong > 6, enhance cooperation within the enterprise for electric business operation < /strong > /p >

< p > the operation process of the electricity supplier is quite different from that of the traditional enterprise.

In terms of finance, the traditional finance has no sense of Alipay and network payment, and the refund of the e-business, the favorable return, etc., according to the traditional financial process, all levels of approval are required.

When you approve the refund, you may have a bad review.

In addition, production and logistics system support and collaboration.

How to establish an internal business operation process and coordinate the existing resources support is a priority for the development of home textile enterprises.

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< p > < strong > 7, get the understanding and support of the traditional < a href= "http://www.91se91.com/news/list.aspx ClassID=101112107105" > dealer < /a > < /strong > /p >

< p > Why are dealers afraid of selling online?

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The source of disrupting the selling price is actually the dealer, because the cost of operation is not the same, making more money and making less money, and so on; < /p > P.

< p > How can we get the support from traditional dealers? < /p >

< p > A product segmentation: developing products and packaging for different online and offline populations; < /p >

< p > B institutionalized partition: encourage offline line and encourage offline service; < /p >

< p > above two schemes, I will not go deep into the discussion. Friends in need can contact me directly and communicate with each other.

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< p > < strong > three. Yesterday is today, have you changed your mind? < /strong > < /p >

< p > now, like the pformation of chain mode, we can compare Taobao, Jingdong, shop 1 and other shopping malls as shopping malls of traditional channels. We can regard Taobao and Pat's personal stores as agents.

We found that yesterday was today.

It's just a game of change! < /p >