How do traditional enterprises do e-commerce

According to the development of the current situation, all traditional enterprises will embark on the road of e-commerce, which has become a kind of knowledge and trend. Especially since Alibaba 20 14 was listed on the NYSE, it has deepened the determination and strength of the big bosses on Internet commerce. In fact, some traditional enterprises began to test the water bravely in 2008, especially those with keen sense of touch. After years of exploration and development, they have made remarkable achievements in the field of e-commerce, such as Procter & Gamble in the daily chemical industry, Jiumu in the bathroom industry, Appropriate Herbal Medicine in the cosmetics industry, and Cotton Age in the household paper industry. But how did they go from ignorance to familiarity to lightness? Come and follow me to find out!

For more traditional enterprises, either they have not been "electrocuted" or they are struggling on the road of e-commerce. Especially for those who entered later, is it to borrow or clear the way to do e-commerce? How to locate and arrange the tunnel? How to clear the obstacles? More than 95% of traditional enterprises lack e-commerce planning. I don't know where to start and how to locate it. Is it the same as offline? In addition, I don't know how to balance and choose between online and offline conflicts of interest. E-commerce talents are scarce, and I don't know how to find them and how to use them. A series of questions are on the table of traditional business owners, and I don't know how to answer them. After recent research and exploration, the author believes that traditional enterprises should do their homework in the following five aspects when doing e-commerce.

First, enterprises are positioned as e-commerce.

E-commerce is essentially the same as traditional commerce. E-commerce in China developed vigorously at the beginning of this century, but the real big leap was after 20 10, which was called the first year of real e-commerce in China. Especially after Alibaba went public in the United States, the hype and attention to e-commerce was unprecedented. Many local governments have not seen the e-commerce industry before, but in recent days, many local government officials have repeatedly appeared in the e-commerce pioneer park to give directions and inspect the work. Accelerate all kinds of e-commerce to let a hundred flowers blossom and a hundred schools of thought contend. E-commerce seems to have become a unique and unique industry, and even become the next engine of local government growth.

However, because many people in the e-commerce industry overemphasize the difference between e-commerce and traditional business, e-commerce is also mysterious. In my opinion, if we want to do well in e-commerce, we must first break the misunderstanding of e-commerce! E-commerce is not a unique industry, and it is not much different from traditional industries in essence. The difference is that e-commerce is promoted and traded online through the Internet. Moreover, there is no essential difference between e-commerce and traditional industries. All laws prevailing in traditional industries are also applicable to e-commerce. From this perspective, traditional enterprises should not be confused about e-commerce, but should find that they have more advantages in doing e-commerce. At present, there are three forms of e-commerce: the first is a platform, such as Taobao and Tmall; The second category is buying and selling, such as 1 store and JD.COM; The third category is semi-purchase, for example, some products of Vipshop, 1. Of course, there is a fourth category. For example, Suning.cn, Gome Online and other brand companies conduct offline and online at the same time, and develop their own vertical single product websites to sell and buy e-commerce. Like traditional channels, the key to cutting into e-commerce is positioning, how to position and how to choose, depending on what industry and what requirements. There are usually four kinds of choices: first, enterprises that provide supporting products for enterprises, second, enterprises that provide personal use items, third, enterprises that provide services for enterprises, and fourth, enterprises that provide services for individuals.

Second, make a good choice of e-commerce products.

At present, doing e-commerce often refers to enterprises that provide self-use goods and supporting products for enterprises. What they have in common is to provide products, which should be called commodities. Commodities fall into other categories and can be divided into major categories. Such as household appliances, 3C products, clothing, shoes, etc. However, for enterprises, we must make a subdivision. Only by subdivision can we know whether the goods need to be improved and whether they are suitable for e-commerce products. For example, household paper can be divided into toilet paper, diapers and sanitary napkins. When we do e-commerce, we must distinguish toilet paper from handkerchief paper, roll paper, paper withdrawal, kitchen paper and towel paper, among which diapers, sanitary napkins, handkerchief paper, towel paper and kitchen paper are more suitable for e-commerce because they are more suitable for logistics and transportation. For the toilet paper roll, it is not suitable for doing business in the e-commerce channel because of its large volume and high logistics cost. Many times, in order not to affect the price conflict between offline and online goods, online goods are often different from offline goods.

Third, how do e-commerce choose the structure and personnel?

Enterprises that have seen a lot of e-commerce before regard it as a supplementary channel. Enterprises just try at will, and bosses pay little attention to it. This is because the boss does not understand the importance and characteristics of e-commerce; Second, because e-commerce is still in the education period, many supporting facilities are still not perfect; Third, traditional channels are still growing rapidly. Therefore, the e-commerce structure and staffing can't be on the boss's desktop, just find a few 90 s and you can get it at will. Anyway, the mentality of "if you get it, you get Shunde". But today, we have to pay attention to it. Architecture usually considers three aspects: the first is to have people who know marketing and e-commerce to make strategic planning; The second is that young people who understand e-commerce operations do e-commerce operations, such as product description, photographing, uploading, communication, attracting customers to browse, how to transform, how to make a deal, etc. The third is the commodity structure, whether it is suitable for logistics and distribution, and whether it can better reflect the characteristics of e-commerce. Staffing is actually these three types of people.

Fourth, how to determine the price and promotion?

How to set the price? The key point is not to conflict with the traditional channel price, but to sell and produce, and not to confuse the price because of pricing. My suggestion is that it is best to order products through channels, so that there will be no price problem.

The second problem is how to promote sales and advertising. Many enterprises are not sure how to put online advertisements. How much is appropriate? What is the proportion of advertising investment in sales revenue? I often give advice to e-commerce executives of traditional enterprises, and it is the most reliable to calculate the income of advertising by referring to traditional businesses. Don't listen to some so-called experts who think that e-commerce should first "burn money first, then make money". Some people will say that the current e-commerce is in the stage of burning money, and it is still burning very vigorously. My point is, let them burn money. Traditional enterprises must not do this. I believe that any kind of business model, if it needs continuous large investment, but it can't be profitable for a long time, it is definitely problematic. Traffic is the most concerned issue for all e-commerce. Traffic is actually equivalent to the customer visits and attention of traditional enterprises, such as the number of customers entering the store and the number of times consumers know, mention and inquire about a brand. Except for some natural traffic, most of the traffic of e-commerce websites needs to be guided in the form of online advertisements, and customers need to be guided by through train. To do e-commerce, we often need to pay attention to three rates: "flow rate, conversion rate and return rate", and all three rates need a certain degree of advertising.

Fifth, how to serve customers.

The essence of online customer service is to solve customers' questions, such as product quality, packaging specifications, express logistics, after-sales service, price, payment methods, etc., to deal with disputes in transactions, after-sales service and communication and coordination with customers when orders are abnormal or out of stock. Usually we will achieve our goals in three ways.

First, understand the actual needs of customers. 1. What are the explicit demands, 2. What are the hidden needs? 3. Understand customer satisfaction, 4. Understand customer expectations. Follow-up and service upgrade.

Second, through the good guidance and service of customer service, customers can complete orders more smoothly. E-commerce customer service is of great significance, which can improve the transaction rate of orders.

Third, improve the customer return rate. When the buyer completes a good transaction under the good service of customer service, the buyer not only understands the service attitude of the seller, but also has a personal experience of the seller's goods and logistics. When a buyer needs to buy the same goods again, he will tend to choose a seller who is familiar with him and has good communication, thus increasing the chances of customers buying again.