Why many e-commerce enterprises will fail

Traditional enterprises rely on their own design, production, sales of mature systems, in order to occupy a certain proportion in the field of e-commerce, in fact, there are many roads for us to choose from: 1, own-brand pure e-commerce model; 2, the new brand of the network of direct marketing model; 3, the brand authorization model of e-commerce model; 4, special (inventory) goods e-commerce model; 5, the entire goods e-commerce mode; so much marketing model, why will the e-commerce enterprises hit a wall when entering the field of e-commerce? mode; so many marketing models, why traditional enterprises will enter the field of e-commerce when the wall? According to my personal experience and understanding, I can summarize him as the following three aspects: First, we start from the enterprise itself: First, the traditional enterprises on e-commerce talent selection there is a misunderstanding of many bosses to do e-commerce ideas, and even planned, acted on by the boss of the enterprise is always sighing to find professional talent. In fact, it is not really so scarce talent, but because of our business personnel department and the lack of e-commerce awareness of the boss, so in the selection of people can only rely on feelings, and do not want to spend a high salary to hire senior talent, can only be asked to do a Taobao or Alibaba has been a person as a business e-commerce department of the operating personnel. When the business owner let them do a month or two later, found that their own business e-commerce did not achieve the desired results, they will lose confidence, or think that e-commerce is a scam, and frequent replacement, resulting in a vicious circle, the boss that the ability of the staff can not be, the staff think that the boss does not recognize e-commerce. Second, the lack of overall planning for e-commerce Many traditional enterprises, including some mature brands in the expansion of the network market will encounter a lot of obstacles, the reason for this, most companies are limited to the understanding of e-commerce is only limited to open a Taobao store, on which a few things, only as a new sales channel or digestive inventory of the channel. Such a business strategy and those who take e-commerce as their lifeblood of the enterprise or platform operators like Vancl finished competition, in the beginning to lose at the starting line. The operation of e-commerce needs to pull one hair and affect the whole body, enterprises need from the overall strategy, team structure, process to the marketing and distribution platform to make a corresponding change, enterprises must take it as a currently underway, in the next 5 ~ 10 years can account for the domestic retail sales of thirty percent, affecting the national economy to deal with the overall change of the industrial revolution. Third, the self-binding of vested interests The so-called vested interests is when an industry to a certain extent, it will gradually turn from a revolutionary into a conservative. Traditional enterprises, especially some of the more successful offline traditional enterprises to think about the starting point is usually not to affect the existing interests, do not affect the existing dealer system. When e-commerce impact on your product sales, product prices, sales channels, always have a "hate" attitude, then in the process of revolution in the enterprise will be in a state of being revolutionized. Fourth, the lack of collaboration within the enterprise departments into a large-scale enterprises, especially some large groups of companies have many branches and departments, the newly established e-commerce departments and these branches and departments of the collaboration between them has become a big problem. Enterprise development to a certain stage will inevitably appear some of the "big business disease", the Department of their own way, each department has its own small circle of interests, when the need for the entire enterprise policy, manpower, financial resources to the e-commerce department tilt, will inevitably cause an imbalance in other departments, when there is a conflict of interest between the departments, will become a major obstacle to the development of the enterprise, especially in the case of a large group of companies. Development of a great obstacle, especially in the development of e-commerce when it first began, this phenomenon is particularly obvious. Many large enterprises to do e-commerce ultimately failed because many other departments of the company's e-commerce department is only superficial support, resulting in the final enterprise to defeat themselves, not e-commerce is not suitable for them. To solve this problem, we must let every department of the enterprise realize that the support of e-commerce is not just in support of a new business but they are the duties of a post. Fifth, the wrong direction of force The wrong direction of force is a detour that many companies have taken. Most companies believe that e-commerce is a very important strategy, hope to become the controller of the e-commerce platform, it is always firmly in the hands, that the choice of a mature e-commerce platform will feel controlled by others, not free, and choose to invest tens of millions of dollars or even hundreds of millions of dollars to set up their own e-commerce site. But at present there is no brand enterprise or production enterprises to make their own e-commerce platform into a very large sales website. Many people here will think of Vancl finished products, but the core of Vancl is not a brand enterprise but a platform operator, its essence and Dangdang, Joyo.com is similar to do is not a product brand but a platform, its corporate staff are very familiar with the platform professionals. Each enterprise will have their own core genes, which determines the enterprise in which is the most professional, leaving their own most professional field to do what others are good at is very difficult to learn. I hope this can help you, hope to adopt!