Preface of the traditional business e-commerce way

While doing marketing consulting services for some traditional enterprises, there are often business owners who discuss with me how to carry out e-commerce (referred to as e-commerce) business.

What touched me the most is that a casual shoes brand enterprise with offline sales of more than one billion yuan, the owner talked to me about e-commerce was very firm, said: "E-commerce I don't understand, so I don't do it, and I won't do it in the future." Attitude is very determined, I can not believe that the e-commerce boom in full swing, actually did not affect him in the slightest. After a long conversation to understand that he is not unaware of the importance of e-commerce, not do not want to do, but do not know how to effectively carry out e-commerce business. In fact, he is still a pioneer of e-commerce in traditional enterprises, as early as the beginning of 2009, he set up an e-commerce department, but due to a lack of understanding of e-commerce, with the experience of the traditional marketing environment rashly rushed into the results of the harm, and thus lost confidence in the Internet.

Later, whether in the process of communication with the traditional business owners who have already carried out e-commerce or are ready to carry out e-commerce, I have a deep understanding of the traditional business of how to develop e-commerce has too much confusion, despite this, there is a large portion of the enterprise is very eager to carry out e-commerce. However, the awareness of the concept of change in the problem, the organizational structure of the system problem, the professional level of defects in the problem, the problem of building a team of talented people, etc., has always been across the traditional business in front of the eyes, so that many business owners can not do anything about it.

Currently on the market about e-commerce books are mostly Taobao operation of the study, or just from the strategic height of enterprise development, from the theory of the importance of e-commerce to tell the traditional enterprises and market opportunities, there is always a lack of a cognitive and practical operation of traditional enterprises, especially small and medium-sized enterprises to guide the development of e-commerce tools series of books.

We can clearly see that the network era has brought unprecedented changes to our work and life, and the digitalization and informatization of the mode of existence and the industrial production revolution, so that the whole world economy is facing new opportunities and challenges. In particular, the emergence of e-commerce has greatly changed the mode of operation of the social economy, creating new social value in the process of changing the existing social value structure. And the combination of e-commerce and traditional industries, in making the practical application of e-commerce to deepen at the same time, will certainly bring vitality and vigor to the development of traditional industries.

E-commerce is a very important part of future business competition, enterprises to build core competitiveness, then e-commerce will play an increasingly important role. In the future, it will be the vast majority of traditional enterprises of the "corporate standard", imagine "traditional enterprises" + "e-commerce" such a combination will create a lot of energy.

China's e-commerce started late, traditional enterprises to start e-commerce is only in recent years. Traditional enterprises for how to develop e-commerce, whether it is awareness or from the operation of the idea is not clear, is still in the stumbling stage of groping. Thousands of dollars of investment in the end, but the fruitless halting example is not uncommon. This is a serious blow to the traditional enterprises to carry out e-commerce confidence, but also hinder the development of e-commerce in China.

Aiming at such a status quo, I am determined to integrate e-commerce at all levels of the core knowledge and combined with their own years of experience in traditional marketing and e-commerce practice, will be put into words and charts, I hope to be able to widely disseminated in the field of e-commerce, for traditional enterprises to carry out e-commerce to develop a clear operating ideas, to help them healthy, orderly development of e-commerce, e-commerce development for the development of China.

This book is divided into five chapters and one appendix. The first chapter in the development of e-commerce in China to do a brief description of the rapid entry into the core content of the book. Chapter 2 describes the strategic planning of traditional enterprises to start e-commerce, including brand positioning and operation mode positioning. Chapter 3 is to analyze the establishment of e-commerce system, such as brand management system, marketing management system, commodity management system, data management system. The core content of Chapter 4 is the specific marketing promotion and distribution content. The main purpose of Chapter 5 is to propose some guiding methods for traditional enterprises to carry out e-commerce activities, some of which are their own personal experience of the "safe way". The appendix is a management handbook, which is proven and practical, so that traditional companies that have built their own teams can learn to manage their own e-commerce teams, and so that they can quickly understand and manage their e-commerce teams in their rapid entry into the e-commerce industry.

In order to avoid homogenization with other similar books, this book in the content of the good planning, cut off most of the theoretical content, a large number of combined with the figure, table to show the content, the figure is the core content of the show, the text is the explanation and the idea of the exposition, the table is the application of the actual operation process.

Such a combination, mainly considering the following 3 reasons:

1. Can make the book concise and clear, more readable.

2. It focuses on practicality.

3. If you don't know how to do it, then you can also just intercept the application section as a reference material for your business.

I believe that by reading this book, traditional enterprises can gain the knowledge they need to really help them solve some problems. I also hope that more knowledgeable people can come out to communicate with each other and share their experiences and ideas to promote the rapid development of the whole industry.

This book was successfully published thanks to many friends who supported and helped me. Thanks to my assistant Guo Yanxu, who assisted me in making numerous charts and diagrams, and to Guo Jieqing, general manager of Fujian Tengyi Trading Co., Ltd. of Zhengda Group, and Miss Chen Qian, Mr. Zhang Shaohua of Zhongyi Networks, and Ms. Qiao Feng, marketing director of Redlands Light Industry, who often exchanged e-commerce ideas with me, which made this book even more practical. I would like to thank Mr. Lin Ruihe of Electronic Industry Publishing House for encouraging me to complete this book. Finally, I would like to thank the many friends who have supported me in writing this book, it is your support that keeps me motivated to finish this book. Thank you!

Su Jing

June 2012