4 Cases, Such As Mei Bang, Yonghui, Etc., To Analyze The 4 Ways To Die By Traditional Enterprises.

Less than P, from the early stage of looking down on the electricity supplier, now they are seeking to enter the gate of the electricity supplier. The traditional retailer's attitude towards the electricity supplier has undergone a 180 degree turn.

However, for the traditional retailers, the path of the electricity supplier is not so smooth.

Many traditional retailers have encountered numerous difficulties after entering the electricity supplier, and finally they can only go bankrupt.

The following are typical examples of these traditional retailers, including department stores, supermarkets, branding and other different formats.

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< p > < strong > < Metersbonwe > /strong > /p >

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< p > 2010, fashion < a target= "_blank" href= "http://www.91se91.com/" > dress < /a > Metersbonwe's online buying line, which integrates online shopping, fashion information and interactive communities.

At that time, with confidence and optimism, it was announced that "fashion and happy shopping start from the state purchase!" "wherever you are, you can enjoy the pleasures of surprises and shopping at the first time with the click of a mouse, rich variety and fast changing fashion items."

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< p > Metersbonwe hopes to formally move from traditional channels to traditional channels and e-commerce channels combined with a parallel dual channel mode. Metersbonwe has also launched a brand new online brand, AMPM.

It is reported that in January 3, 2011, the daily sales of Bong's network exceeded 300 thousand, and the daily trading volume exceeded 1000 orders, with an average value of more than 300 yuan per sheet.

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< p > but no one expected that in less than a year after the announcement, Metersbonwe announced that because of the difficulty of ensuring profits, the company decided to stop the operation of e-commerce business, and the online shopping platform should be handled by the controlling shareholder.

Neither resource allocation, logistics distribution, nor marketing operation can meet the development needs of BPN, especially in the face of the suppression of professional B2C.

Helplessly, Bong can only end up in October 2011 after losing about 60000000.

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< p > < strong > failure analysis < /strong > < /p >

The biggest reason for the failure of e-commerce in < p > a href= "http://www.91se91.com/" > Metersbonwe < /a > is the inadequate estimation of the difficulties in e-commerce and the lack of talents in e-commerce.

In the development of its traditional stores, Metersbonwe has established a powerful logistics supporting facility. However, the logistics under the line is not exactly the same as that required by e-commerce, and Metersbonwe has not effectively solved the problem of resource allocation from beginning to end.

In addition, in the preparation and operation of e-commerce, Metersbonwe changed its domain name three times, and the technology of the website did not support the influx of large scale users, which greatly affected the user experience and led to the final defeat.

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< p > < strong > Yonghui supermarket < /strong > /p >

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< p > April 2013, Yonghui supermarket, which is famous for its fresh agricultural products, runs its "half sky" on its own fresh e-commerce website, and enables the yhbbt.com five letter domain name to provide four kinds of product combinations, including fine food (A), B, vegetarian health, and vegetarian health (B).

From the distribution area, Yonghui supermarket has launched a pilot project in the region of Jiang, Zhe and Hu, and has provided cash on delivery service.

But after less than two months of testing, the label of "half sky" at Yonghui supermarket's official website in June 2013 has been withdrawn and the website has been unable to visit.

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< p > < strong > failure analysis < /strong > < /p >

< p > Yonghui supermarket ended in failure in less than two months, indicating that Yonghui supermarket did not make enough preparations and exceeded its carrying capacity.

Fresh electric business is a hot topic at present. As a fresh supermarket, Yonghui has an absolute advantage in procurement and loss control, but it still needs to rely on many aspects such as capital, logistics and operation.

In addition, for fresh, electricity providers need to increase the cost of packaging, distribution and distribution loss in addition to the existing offline cost. The current operation efficiency of the electricity supplier is not as good as that of the traditional supermarket, which may also be an important reason for the failure of the Yonghui supermarket electricity supplier Road.

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< p > < strong > > Red Star Mei Kai Long < /strong > < /p >

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< p > Hongxing Mei Kai Long is China's home industry first < a href= "http://www.91se91.com/" > brand < /a >.

In August 2012, red star mall, the Red Star Mall, announced the opening of the public beta and was gradually put into operation.

The business of the mall is mainly divided into three systems: the online B2C platform based on home building material products, the online flash buying business based on home textile accessories and small household products, and the group buying business of household products, corresponding to the three entrance of the mall, rush buying and group buying at the top of the page respectively.

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< p > however, it is reported that in the half year of on-line operation, the paction volume of Hongmei mall is only about 40 thousand yuan, but the initial investment has reached 200 million yuan.

In January 2013, Hongmei mall was affected by personnel turbulence, and the original electric business leader resigned at the end of 2012.

Then, in March 2013, the new version of the Hongmei mall was officially renamed as the star Yi family. It was fully charged with the leadership of the red star, and the online sales volume was incorporated into the assessment system under the offline shopping mall, so that the offline shopping mall could participate in the business of e-commerce.

And a series of promotional expenses spent before the red star in the red mall were almost completely wasted.

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< p > < strong > failure analysis < /strong > < /p >

The main reason for the failure of the P red star business is that there is no good linkage and integration between the online and offline businesses. The advantages of offline brands and suppliers' resources can not be well utilized online, which is not enough attractive to consumers. This may be the direct reason for the major adjustment of red star Kallon in a short time.

The fundamental reason is the lack of knowledge about the e-commerce business and the lack of clear strategic planning.

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< p > < strong > < YISHION > /strong > /p >

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< p > from the end of 2010, YISHION began to test the water e-business. In the past two years, it has achieved good results in the two sales platforms of Tmall and Jingdong. However, the problem of online and offline conflicts has not been well solved. In January 2013, YISHION announced that it was suspending its electricity business, YISHION online store and Tmall's flagship store and Jingdong store stopped operation, and the original YISHION brand quit the electricity supplier channel.

However, two months later, YISHION began to plan to launch the network for the brand.

In March 21, 2013, YISHION's online brand A21 was formally launched on Tmall flagship store, mainly for young people, with a slightly lower price than offline brands.

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< p > < strong > failure analysis < /strong > < /p >

The conflict between online and offline channels and the contradiction with distributors are the biggest reasons for YISHION's withdrawal from Tmall and Jingdong flagship stores. P

This is also a problem that every traditional retailer will encounter in the process of e-commerce. The solution given by YISHION is to develop exclusive brand on the Internet, and divide the goods between online and offline. This is not a solution.

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< p > electricity supplier's thinking: what is the biggest reason for traditional enterprises to fail in electric business? < /p >

< p > from these failure cases, it is easy to find that the biggest reason for the difficulties encountered by traditional enterprises in the process of e-commerce is that they do not understand e-commerce, and do not know the strategic positioning of e-commerce in their own enterprises. Therefore, they do not know how to use e-commerce to achieve their own business synergy, nor do they know the different forms of e-commerce in combination with their own business. Some of them are suitable for sale on the Internet, while others are more suitable for mobile terminals.

These are the problems that enterprises must understand in the first step of contacting e-commerce.

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< p > in addition, within the enterprise, decision-makers should give the e-commerce department more independence and resource allocation capability, so that it does not spend too much energy on internal friction, and it is also a key reason for the success of traditional enterprises to enter the electricity supplier.

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Although P has many difficulties, it is a trend for traditional retailers to enter the electricity supplier. Many retailers grope in the practice of e-commerce and find ways and experiences from failure, so as to better develop e-commerce.

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