Jingdong In Wynn: Discussion On Location And Layout Of Traditional Enterprises

In January 25, 2014, the CIO product development center and the Guanghua innovation learning salon jointly sponsored by Peking University Guanghua College, Jingdong product director analyzed the location and layout of traditional enterprises by Wynn wing for traditional enterprises, and pointed out the development of traditional enterprises. direction 。

　　 Full channel positioning

On how to orientate the whole channel, Yongli drew on the concept of "all media" in Hongkong satellite TV. He thought that the concept of "all media" in Hongkong satellite TV and the positioning of "all channels" had the same effect.

Enterprises can continuously contact customers from the "all media" - mobile phone terminals, Internet advertising, WeChat, micro-blog or elevator rooms, advertising and so on, forming a full channel. Therefore, "all channels" are still "all media". channel Instead, it is touching the user's terminal.

　　 Three core competencies of the whole channel

Yu Yongli believes that traditional enterprises should develop all channels, not only to develop physical stores, but also to cooperate with Tmall, Jingdong, and the first electric store and Dangdang. To develop the whole channel, we usually need to proceed from the following three aspects:

The first is the matching of supply chain core competencies. When the enterprise supply chain extends to two, three or even four channels, if the capability of supply chain is not kept up, the enterprises should not rush to expand, but first do a solid job in the physical store, constantly improve the supply chain capability, and extend the supply chain to other channels.

The second is the enhancement of the importance of category strategy. Category strategy and planning are closely related to the positioning of customer groups. Enterprises should focus on category definition, category role, category evaluation and category around users. strategy And a series of links. Traditional enterprises should not ignore categories when developing Tmall and Jingdong platforms. It is necessary to define its own category strategy and formulate corresponding strategic layout according to category strategy, which is fundamentally different from entity store marketing.

The third is the adaptability of IT system architecture. When the traditional enterprise develops the whole channel, the challenge of the IT system is the biggest. Traditional ERP and other IT systems often do not well support the timeliness and data requirements of the e-commerce environment. For example, a large number of products, such as a large number of products, different prices and different promotions, are combined into a large number of marketing methods. This is a huge challenge to the original system. In addition, enterprises must ensure inventory consistency and real-time, and also challenge ERP and other IT systems.

　　 Full channel management concerns

At present, the whole channel marketing of enterprises is mainly based on the marketing of micro-blog stores, WeChat marketing, community and forum marketing, or buying search keywords for search engine marketing. This pattern will lead to Marketing Fragmentation of work brings the following problems:

First, the theme of the store itself is affected by time constraints. The effective period of mass marketing is short and can not be reused. The two is the fragmentation of the network, which affects the loyalty of customers. When new customers see the promotional information, it is more difficult to find the physical location and so on; three, the customers of physical stores tend to regard the price of the online as the price of the physical store, leading to a disunity in online and offline activities.

In the same way, when conventional marketing is promoted in the form of subway, paper media, television, public transport, SMS, and MD, different media are separated from each other, and there will be "fault" and fragmentation: customers can hardly remember the marketing content of the physical store quickly after they see the advertisement, nor can they locate the nearest physical store. In addition, the "single products" in the conventional media are not many physical stores, or single items with very few stocks, causing the interested customers to come to the physical stores to find out the difficulties of purchasing goods.

For these problems, we can use mobile phone APP, mobile Internet and two-dimensional code to form a combined boxing to connect the "fault". Through APP, you can search shop, scan code and other O2O functions. Using two-dimensional code to deepen user interaction and operation experience Reduce the burden on enterprises and guide mobile APP users to shop to achieve M2O or O2M. At the same time, consumers can more actively participate in store marketing. These may become the main force of the main business platform in 2014.

In addition, enterprises should ensure the consistency of user experience and guide users to place orders in order to prevent them from losing. Through the ultimate user experience and sustained and stable supply chain, we must ensure that the operation costs continue to decline and enhance the efficiency of enterprises. This is a must for enterprises to survive, develop and transform successfully.