How traditional industries play e-commerce

In the past ten years, e-commerce has played an increasingly important role in opening up domestic sales channels for Guangdong products. In the new decade, the development of e-commerce in Guangdong, especially the traditional industries, how to seize the opportunity to effectively enter the network, to promote industrial upgrading and transformation, has become the focus of industry attention. In the recently held "2011 e-commerce industry development summit", a number of business people and experts to share their effective mode of entry into the field of e-commerce and experience. Price war is equal to suicide Win Weekly: traditional enterprises to dig gold e-commerce, it is easy to say and difficult to do. Why mother and baby in e-commerce is not very good to do? Zhong Tao: There are two major industries in the e-commerce industry, the first is the mother and baby, the second is the cosmetic, in my hands is estimated to do as much as ten million dollars, including marketing, late data maintenance, market development, user research, data integration, modules, and so on a series of the mother and baby is not relying on promotions to sell. This is based on two points, one is safety, because the safety of mother and baby have security agencies to monitor; the second is the word of mouth, to see if there is an adverse reaction after others have used it, so we have to socialize and word of mouth marketing as the basis. Wu Bofan: In e-commerce everyone is comparing prices, which is undoubtedly suicidal, so many people from specializing in e-commerce is forced to switch to do everything. Can companies build a conversation group and social group, if you can't get a very powerful circle discourse, it may not be relevant to this game. Liu Dongjun: We started e-commerce in 2009, when we felt that cosmetics are not restricted, then we found that consumers have a preference for foreign brands, but foreign brands are very expensive and not easily accessible, which is an opportunity to use the Internet. For traditional brand channels are penetrated in place? Is the price really favorable? Doing e-commerce should be from these two points of entry, to find their own positioning and target customers. Wu Bofan: first to stabilize, on this basis to find e-commerce can solve the problem, to find a combination between e-commerce and product personality. Xie Yunli: I very much agree that consumers focus on price and cost-effective. Winning Weekly: Now there are a lot of online and offline "counterfeiting family", what is a good way to deal with the relationship between online and offline? Zhong Tao: The first question is whether there is any conflict between online and offline, and if so, which aspect of the conflict? In fact, the only conflict is the interests, the money in whose pocket, the company should have a coordinated policy. There is a reason for this, there is no systematic planning, for example, there is no breakdown of which goods are really market saturated, which are complementary behind. The boss only do one thing, that is, commodity analysis to the commodity, market analysis to the market, means that in each region of the capacity error. Second, in the case of price strategy is not clear, you can carry out a complete data model. Third, look at your competing brands for online whether there are sales. Online and offline if there is a conflict must be caused by the boss, because you do not do things well, to put it bluntly, or the problem of time. Initially, we should be good at borrowing WinWeek: customers create value, but customers are also hierarchical, in fact, partners and distributors are also our customers, good customer learning is very big. Just now you have talked about the use of third-party platforms, the exclusion of self-built sales network, how to grasp the balance between the two? What is the future trend? Xiao Feng: The first step is to position, generally do not recommend that we do B2C, because the category and brand like Belle is very little, from the traditional industry or Taobao marketing, the first accumulation of online brand effect, which must be done. The second is to do to a certain extent the team has, but also to do it themselves, such as joint marketing platform to do a brand, sales channels of goods first. For us, B2C is a direct communication platform, through which we can find more information. Wu Bofan: The point of view is very important, not just to do sales, but to touch the customer, keenly feel the customer, after accumulation, and then according to their own product positioning consider to do their own platform. Xie Yunli: we learn e-commerce from Taobao to start, learn or have a certain comprehension before you can vote B2C. B2C covers many types, like Taobao, Jingdong, Vancl is three types, I do not favor to do B2C, Belle is based on its own brand own products to do, as well as the marketing model of marketing. Liu Dongjun: I agree with the views of the first two, slightly different is our understanding of B2C. We are a traditional enterprise, the traditional channels precipitated a large number of customers, they buy either in the store or in the store, although the use of our products, but can not be called our customers, just a small store owner's customers, and even he is only loyal to the store, rather than loyal to you that brand, which is no way to really do the value to the consumer. In the past, the goods to dealers and stores, through the stores to do activities, in fact, you give the interests of the intermediate dealers and retailers, but with the e-commerce platform, we can directly do the customer experience and customer value. The key link is how to transfer the customer information inside the traditional channels to your platform, we do B2C is to transfer the online and offline consumer information to a platform, so that consumers can experience the value-added services brought by the brand. Wu Bofan: This is a very important reminder, the goods can be handed over to the third party to sell, but do not forget who your customers are, you have to establish a stable and sustainable intimate relationship with your customers, through continuous cognition to increase your brand loyalty, and even reduce your sensitivity to the bottom line, or else the goods are more than three than the price. Zhong Tao: In fact, it is the question of whether to do Taobao or B2C, from the class level to integrate is the best. You have to be clear whether you want to make money or make a name for yourself. At present, the first is absolutely peaceful to do their own scale, the second is to provide a variety of products according to the needs of customers, now the third-party platform is mostly second- and third-tier brands, which also confirms the construction of the Internet concept, in fact, the profits and gains are still there, just that each person entrepreneurial mentality is not the same, they should also have a clear positioning. Zheng Zifeng: Doing e-commerce is also a protracted war, the key is our confidence and determination. If you target a high-quality platform, or build an online store on top of the platform, itself is to consider your commitment and experience. I set up an independent platform, can be other platform traffic involved in their own platform, but the premise is whether you can become well-known platform. Traditional enterprises should do a better job of positioning WIN WEEKLY: just talked about the problem of protracted war, in the current micro-profit or even basically unprofitable times, how do we do? How to engage in e-commerce enterprises from the price war gradually turn? Xiao Feng: For traditional enterprises to do brand, the big demand has not changed, the number of Internet users in the increase, the number of online shopping in the increase in the number of orders is also increasing, but the financial crisis came, e-commerce winter is coming. How to give the value of the product to the user? How to find the right consumers through e-commerce channels? I believe that after these two problems are solved, basically it is not winter. Xie Yunli: From the big brands, it is true that competition and profit margins, profit environment has deteriorated leading to a number of problems, but in terms of cooperation, not much money. I still think that for traditional enterprises, we should do a good job of positioning. Liu Dongjun: We will certainly enter the micro-profit era, how to crack? Is how to use e-commerce to carry out the transformation of the traditional marketing model, I think we can not say transformation, because e-commerce is not a substitute for the traditional marketing model. I think e-commerce is a reason to trigger a change in the traditional business model of the enterprise. If traditional enterprises look at e-commerce as a channel, the development will soon encounter bottlenecks. When you can not complete the network channel should bring profits or growth, the boss will think that this channel is not worth investing in, but if we see e-commerce or network marketing approach as the most important driving force to pull the enterprise change, will break the crisis. It is precisely e-commerce that can dramatically shorten the paths we have to take in the various stages of distribution, reducing the costs in the distribution channel that would have been refunded to the consumer but now have to be refunded to the dealers and distributors. You'll find that the change in the Web is the most significant way to make e-commerce changes. Wu Bofan: Friction and economy, of course, now is a non-friction economy, we have reduced the friction, to give the benefits to the consumer, which is also a business model innovation, you have to see the boss's interests are what? If you tell the boss, the enterprise because of e-commerce transformation into another good gene when the boss of your investment and expectations will be much greater, this is also the era of e-commerce hope to go. Zhong Tao: Why are people obsessed with low prices? Answer three questions clearly can be. First, why low prices? How much can you do? What is the expected value? Where is the support point of your capital? How much can you afford to lose? Secondly, what are your competitors doing? Third, is there anyone forcing you to sell at a lower price? Zheng Zifeng: If the product homogenization, means that you can be in the price and competitors PK, will absolutely go to the price war, the result is a small profit or even no money. Your product has no characteristics, consumers will naturally choose another product, the main thing is how to get consumers, how to get the product and brand positioning. Wu Bofan: is to return to the original point. Internet e-commerce is a tool that can improve productivity and efficiency but not necessarily improve our competitiveness. Where does competitiveness come from? Or to return to the ancient essence of business, is to return to the creation of customer value. Deeper understanding of the customer, you will be able to find more needs beyond the customer, you can find hidden needs, you create not customer satisfaction, but customer screaming, then you can go beyond your micro-profit. The winners are the best, the ones left behind are the best, stick to the end of the future will be successful.