The way of traditional enterprises entering e-commerce

The first approach: the offline operation team comes from online implementation.

The online business of these enterprises is also operated by offline teams, which leads enterprises to take an evasive stance when debating online and offline trade methods, and ultimately leads to the ineffectiveness of e-commerce. A rather interesting sign.

The second method: take a differentiated approach.

Some well-known traditional brand enterprises,

The first step in the transformation of e-commerce can directly transfer offline goods to online sales. Under the premise of the same offline price, attaching to a famous traditional brand itself has enough brand influence and historical user capital, and attaching to the online marketing model of the older generation can get a very good start, and can also get discounts on off-season inventory goods.

The third method: warehouse management system

Offline traditional brands are all-in and all-out large-scale shelves, which are characterized by large-scale and small-batch distribution to regional distributors or direct stores, while e-commerce is all-in and zero-out structure, which is distributed to users all over the world in one step. Not only are the freight charges messy, but there are also problems such as return and exchange penalties, which are characterized by small batches and multiple batches.

The fourth way: collective marketing and channel distribution. For offline traditional brands, online is a channel. Therefore, it doesn't matter where the goods are sold and where the users buy them, as long as they can sell them. As for direct selling and distribution cities, they try to do it. Giordano's e-commerce model, for example, radiates the whole Internet with official website as the center. It will open stores in all third-party platforms to supply B2C direct marketing platforms. Only on the principle of constant commodity prices, brands provide commodities with different prices and different promotion methods for different channels and users.

The fifth way: genre websites and SNS promote e-commerce to deal with large-scale goods. SEM, CPS and website navigation are the three axes of general marketing, but non-large-scale products still need to be realized by websites with heavy traffic such as hard genre, vertical online media, community/client. If it is a well-known offline brand, it is even more important to hold a user public relations promotion while doing marketing advertisements.

The sixth way: invest in the operation of the courier team. From the perspective of capital investment, the upfront cost of self-built distribution team is very large. There is no need to consider building a self-built distribution team before reaching the range of 10,000 orders a day. Most light goods e-commerce companies do not need to build their own when they reach 100,000 orders a day. However, from the perspective of user experience, the e-commerce model is bound to bring high-level operation of logistics and distribution. At present, China's logistics industry is backward, and it is more economical and applicable to monitor the distribution characteristics of outsourcing teams through process system management software.

The seventh approach: fair mediators are responsible for setting up an e-commerce team with brand marketing resumes offline and offline, which is an impossible task.

The eighth way: choose the right way to transform and practice the growth of e-commerce. The earlier you start, the lower the cost and harm, and the more obvious the first-Mover advantage. Li Ning, a traditional offline brand in China, took the lead in entering the e-commerce track, and has achieved annual sales of over 500 million RMB.