[Reprinted] How do traditional enterprise e-commerce solve online and offline conflicts

The core of solving online and offline conflicts is to define the development orientation according to different consumer groups. Distinguish between cleverness and cleverness, recognize the development trend of the industry, take users as the center, and create the value of the whole industry chain. This is great wisdom.

It is reported that in this "Double Eleven", traditional enterprises will play the leading role, among which there are many well-known brands and many consumers are eager to try. Quite simply, traditional enterprises are better than anyone else. The so-called loss-making and selling-off goods is actually an important way for traditional enterprises to solve the contradiction between online and offline-product differentiation.

To sum up, there are six common classification methods at present.

Product differentiation (different models, tail goods)

As mentioned earlier, the so-called product segmentation is the mode of selling different products through online and offline channels respectively. Generally speaking, for most traditional enterprises, the products sold online are mainly out-of-season inventory products and online special products, and offline stores no longer sell inventory products, so online and offline products do not cross, but are two different price systems. Therefore, "Double Eleven" generally sells out-of-season products, especially clothing and sports categories.

Li Ning is an example. The official e-commerce platform mainly sells new products and limited edition products. Li Ning Taobao shopkeepers mainly sell suitable new products combined with inventory products. Take 3C as an example, there are even more such statements. The so-called network-specific products are generally different models of a component, or all components are the same when they are wrong, but they are not in the same batch, so they are compiled into different models. Customer segmentation is also very common, that is, online and offline are located in different user groups, but it is difficult to distinguish clearly in general consumer goods e-commerce. But it is more suitable for corporate customers. Take Kexin City, the first IC component self-operated e-commerce company in China, as an example. The traditional way is for large customers such as ZTE and Huawei, and the online way is for small and medium-sized enterprises. The positioning is clear, and the ability to serve large customers is standardized from e-commerce to serving small and medium-sized enterprises. So far, the effect is good.

Order division mode

According to the order size, online and offline are separated, and small orders are processed online, so that the corresponding (such as nearby) dealers can handle large orders. Typical cases are Fiyta and Chaohongji. However, this segmentation method consumes too much management cost, and more importantly, it is difficult to balance the interests of distributors, especially some big distributors. The so-called "big" orders on the internet may not be attractive enough, and it is difficult to mobilize the enthusiasm of dealers. Of course, this method also has a great influence on internet enthusiasm.

Transaction link segmentation

Online ordering and traditional channels to complete orders can realize the synergy between traditional stores and e-commerce. There are many cases, and the typical case is Suning. When placing an order online, consumers can pick up the goods in the store, and the store can also be responsible for delivery and after-sales service. The advantage of this is that it can effectively use resources and save costs, but the key difficulty is online and offline cooperation. It is estimated that only companies like Suning can do it.

Brand segmentation model

Online sales have established brand-new brands, products and services, and consumers can't compare with the products and services of the original brands. Typical examples are Good News Bird and Bono, who adore and love online brands. Of course, the advantage of this method is that conflicts are almost impossible. The difficulty is that the new brand needs a cognitive process and promotion cycle.

Region segmentation mode

It is suitable for online and offline separation by region when enterprises are growing or the coverage capacity of ground channels is limited. This is more suitable for regional enterprises, such as Hongtu Sanpower.