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Traditional Enterprises Must Follow The "Ten Principles" When They Enter The Network Retail Business.

2011/5/4 16:20:00 49

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A few days ago, "the first China" was held in Beijing.

Electronic Commerce

At the time of the Media Marketing Summit, Cao Lei, director of the China Electronic Commerce Research Center and Secretary General of China integrity online group buying alliance, said that the introduction of e-commerce almost changed all aspects except manufacturing.

He analyzed that with the progress of science and technology and the development of scale economy, the cost of products in manufacturing links has been decreasing.

market

Information and conduct

Marketing Management

And the proportion of production process management costs is rising.

The core role of e-commerce is to reduce the cost of manufacturing outside the enterprise, and create a profit margin for enterprises, especially small and medium enterprises and most products.

According to relevant data, only 130 million of Internet users bought clothes and shoes in 2010 alone.

After financing 100 million dollars,

vancl

(VANCL) the valuation has reached an astonishing 5 billion US dollars. It has become the "China's most valuable clothing brand in terms of valuation and sales volume". It took three years to surpass other domestic garment enterprises for more than a decade or even thirty years, and far exceeded them.

In addition, van guest has shouted the "goal of breaking through 10 billion yuan in 2011". Mcglaughlin and Dangdang have successively succeeded in IPO overseas, which further proves the feasibility of "B2C mode" in China.

This is very scary in traditional clothing enterprises.

It seems that a "virtual" network company has been far behind the traditional clothing predators.

This is the charm of "Internet + capital + innovation".

It can be seen that e-commerce is no longer a future but a current problem. E-commerce is not a matter of doing or not doing, but about how to do it.

Yao Jian, a spokesman for the Ministry of Commerce, also announced at a regular press conference about the situation of China's business operation in 1-3 months in 2011. He also said that the development of electronic commerce, especially electronic commerce, was very fast. It existed in two aspects, including venture capital, investment in the development of new electronic commerce, and many traditional commercial enterprises developing e-commerce.

"However, the network sales platform has its own characteristics, the trust of the payment platform, the concerns of consumers due to the inability to feel goods, logistics costs and express efficiency, after-sales service and so on will become the constraints of traditional enterprises in the development of e-commerce."

Cao Lei said, traditional enterprises can not completely move the operation mode of the entity store to the network, and do preparatory work ahead of schedule before "touches the net".

What are the specific preparations for the traditional retail businesses before they set foot in e-commerce? Cao Lei said, first of all, enterprises need to clarify whether their objectives are to make stock pfer or increase sales; secondly, the network strategy is to develop new network channels or strategic investment layout; again, to take the "price line" or "brand line"; and fourth, to adopt "official website direct sale" or "network distribution" in the channel.

Finally, he also pointed out that the traditional retail enterprises have just set foot in the electricity supplier. Do not expect new customers to make money immediately, reduce the cost of new customers, reduce the customer turnover rate, stimulate the repeat purchase rate, is the core of customer strategy.

In addition, the development of e-commerce for traditional enterprises has a "congenital bottleneck" that reflects the slow pace of supply chain system. Cao Lei also pointed out that the demand for network market is changing rapidly. Traditional enterprises with mass production often have difficulty in dealing with the relationship between supply and demand.

Therefore, traditional enterprises should upgrade their supply chain system, improve e-commerce logistics information, and follow the control point of user market orientation and production cost to make flexible production.

The ten rules that enterprises should follow in the network retail business are: the first is the purpose of enterprises to make stock pfer or incremental investment; the two is to develop new network channels or strategic investment layout; three is to make profits, what is the expected input and output of enterprises; four is the route, take the price route or brand line; five is the process, use the existing system or develop the exclusive e-business; six is the channel, the official website is direct sales or network distribution; seven is outsourcing, B2C system development, warehousing, logistics and distribution, whether outsourcing is considered; eight is the team, the traditional way to do B2C or the Internet to do B2C; nine is the opportunity, that is, the best time to enter the network retail; ten is the rate of return on investment, the most important rule of all enterprises. Finally, Cao Lei summed up the tradition.