The Balance Between E-Commerce And Physical Stores

最近有不少大型傳統企業找我咨詢,希望建設大型電子商務平臺,在建設初期我一般都先了解企業建設電子商務的初衷,很多企業主都是在目前PPG,VANCL電子商務熱潮下,希望電子商務能拓寬其運營鏈條,甚至希望電子商務能突破目前企業面臨的瓶頸,對于大型傳統建設電子商務渠道,我覺得有二條思路可以借鑒 一、建立電子商務平臺,塑造全新獨立品牌,依托企業獨立運作 在PPG\VANCL的影響下,報喜鳥集團也塑造了BONO全新品牌獨立運作男裝電子商務,與PPG\VAVCL不同的是,BONO一開始就擁有了報喜鳥的傳統的工廠、倉儲等做支撐,這幾點對于傳統企業涉入電子商務可謂有很大的優勢,對于傳統企業進如電子商務的方式就是設立全新品牌,獨立運作,避免影響線下的門店和傳統經銷商政策,從底層來看,只需要共享原有的工廠、倉儲等做支撐就可以了,傳統企業運作電子商務一定要向互

The biggest problem facing the existing entity is how to balance the relationship between the online and offline businesses. In the early 90s, the construction of the banner is only a ".XX". It has not yet formed a sufficient understanding of e-commerce. At the moment, what we are discussing is how to establish an effective e-commerce platform and how to balance the contradiction between entity and e-commerce. The following is a case of generation analysis. I arranged the sales volume of RMB 5 hundred million yuan for the annual sale of the banner home. As mentioned above, the average sales volume is 200 yuan per year, so the sales volume of the national entity store is 5 million. Online learning has other long direct marketing systems, such as Internet marketing, which has long tail value. At the same time, learning the data analysis ability of the Internet, the Internet tide is overwhelming and has unlimited imagination. Two.

Regardless of whether there are repeat customers, we assume that there are 5 million users buying XX products in a year. If the conversion rate of physical stores is 10%, then 50 million customers in 1 years visit the XX stores in the country's physical stores, and the number of visits per day is about 140 thousand.

And even Dangdang's traffic has only 200 thousand independent IP per day.

That is to say, the flow of XX entity is not much worse than a Dangdang network.

As long as I convert 10% passenger flow to the website everyday, I can get 14 thousand traffic per day.

The website traffic on this scale is amazing.

Some people may ask: why is it so meaningful to attract customers to the website since they have already shopped in physical stores?

It is better to attract new customers.

But I think it is meaningful to attract customers from the physical store to the website, and it can also increase the volume of pactions of the entire company.

1, there are many needs for shoppers in physical stores, such as more detailed product introductions, discussions with other netizens who love XX homes, saving prices with other group buying on the Internet, XX information and new product information at home and abroad. 2, 90% of customers in physical stores do not buy immediately, and if they are pferred to the Internet, they may be able to convert part of them to purchase online.

The current problem is: how can we effectively pform these users into the XX home network?

A huge problem here is that to pform the customers under these lines, first of all, we must get the support from the franchisee.

But franchisees may not be willing to introduce their storefront passenger flow to the website, because it means that they are potential to buy the loss of users.

The way to solve this problem is: if the franchisee attracts the customers of the website to place the order online successfully, the profits can be divided into the franchisees.

For example, the production cost of a XX product is 30 yuan, 70 yuan for the franchisee, and 100 yuan for the franchisee.

XX earned 40 yuan, and the franchisee earned 30 yuan.

If Internet direct sales, XX directly earned 70 yuan, 30 yuan to the franchisee, still earn 40 yuan (regardless of logistics).

However, the problem is coming again: the franchisee may ask, how do I judge and track the customers of my physical store to the website?

Which ones have bought?

This is a thorny problem. If the whole country is in its own store, there will be no such problem. But after all, franchisees are cooperative and exclusive with headquarters.

1) ID identification method, customers fill in the phone number and Email, the headquarters backstage has records; customers do not fill in the number and Email, the login of the code can also track to which franchisee; therefore, as long as these can join the business and the customers confirmed by the headquarters, ID has produced orders on the network station, can be queried.

Give the franchisee backstage query system, if you bring the customer to the headquarters, if you place the order, you will give the franchisee Commission, the level of commission, until the franchisee is willing to cooperate.

2) franchisees are responsible for their own network outlets. For example, the online shopping market in Changsha is handled by Changsha franchisees. If there are several franchisees in Changsha, such as 3, while Changsha has 12 urban areas, then each franchisee is responsible for 4 cities' network shopping processing and delivery according to the principle of proximity.

Customers enter the website. The website automatically identifies the customers' cities and regions according to the customers' IP. For example, the customers in Pudong District of Shanghai sign in. The top of the website shows that your area is Shanghai Pudong district.

Then, the franchisee can enter the background system to check the order of customers in the responsible area, and then deliver the goods to the door.

The ERP system ensures that headquarters and distribution information speak freely and communicate instantly.

When customers log on to the XX home website, they can get a coupon of 10 yuan if they enter the code to buy the product when they buy the Internet, but they need to buy it second times.

Why not buy a customer discount of 10 yuan for the first time online, but only 10 yuan after the purchase?

Because direct discounts will make many offline customers unwilling to buy them in real stores immediately.

Then you can give each franchisee permission to visit the company's background system, so that they can understand the use of these codes and use the code to get them.

The status and role of the e-commerce entity store is different from that in the traditional concept. There should be 1000 kinds of goods, such as the Jingdong's self introduction or the popular checker shops in Hongkong, for example, the retail outlets. The store can set up 100 samples (the remaining 900 can not even make inventory, consumers can order online when consumers need it, and retailers are directly authorized or issued to wholesalers).

The entity's promotion of the electricity supplier is just a hit.

The key problem is that the electricity supplier + entity is very much in line with the requirements of 4C, customer expectations and requirements, customers' expenses, customers' convenience to purchase, communication between customers and enterprises, customers' expectations and requirements, such as shoes, clothes, leather goods and so on, and the photos on the Internet are really not trustworthy, including the so-called online fitting.

The goods that you get are likely to be unpleasant in size and color.

If there is an entity, these problems can be eased.

We must take into account a problem and opportunity cost.

In fact, the opportunity cost of online shopping is very high.

It is undeniable that buying a lot of non homogeneous products, not seen before, and buying it back and dislike it is a high probability.

A similar situation is how the opportunity cost of a customer is calculated. It seems that no one has studied it yet, but how to say it is not pleasant.

So now the general saying is that they prefer not to buy clothes, shoes and the like on the Internet.

The convenience of customers can make customers convenient, will they?

I think so.

It's easy to see the goods, and it's easy to pick up the goods.

A platform that provides more cash on delivery.

Like Jingdong.

The communication between customers and enterprises is better than face-to-face communication.

There is a guarantee that there are entities for after-sale.

The operation mode of the shop and checker store can be leased and co operated for the purpose of commission. The main idea is to provide free products to the checker shops (with quick response sales strategy and small quantity of sales policy). The checker shop is equipped with the necessary computer equipment and orders directly on the network after the products are sold. The mall is responsible for distributing the products to the customers.

For customers, this way can not meet their needs, customers need to feel happy shopping, not virtual goods, how to improve customer experience, enhance customer viscosity of products, left to discuss with you.