Why can't many small business e-commerce companies do it?

In the new market environment, e-commerce has become the marketing transformation direction that most enterprises must focus on at present, because this home purchase method has increasingly become the main purchase method for more consumers. But at present, many traditional enterprises have failed after a short contact with e-commerce. Why don't the e-commerce of these enterprises do it? Han Cong's e-commerce analysis mainly has the following reasons.

I. Understanding the problem

There are many reasons why corporate e-commerce has not been done. The most fundamental thing is to understand the problem.

In many enterprises, the development of e-commerce business is forced by external pressure. The management lacks a deep understanding of the development of e-commerce, only "doing e-commerce for the sake of doing e-commerce", and lacks a reasonable e-commerce model planning based on the actual situation of the enterprise. Such an e-commerce attempt is naturally very likely to fail.

Second, we must have the ability to do traffic.

We contact e-commerce, not a simple online store or Tmall flagship store, but the entire complex Internet ecosystem.

In order to be quick, many enterprises blindly put money on buying traffic and exposure, which has caused cost pressure to enterprises, but it has been slow to see returns. Such e-commerce attempts are also prone to failure. A more effective means is to use social platforms and communication modes to plant grass for the brand.

Third, master the new ability of making goods online.

Buying from offline to placing an order online is not just a change in the way of buying. It points out the changes of consumers' psychology, from offline impulse purchase to store purchase environment, and then to online planned purchase. It is no longer just commodities that affect consumers' purchasing decisions, but more and more other factors.

Therefore, it is obviously inappropriate for many enterprises to directly move the offline commodity system online. Many enterprises make the packaging of their stores unsuitable for e-commerce, and some marketing methods, especially price methods, adopted by many enterprises when doing online are not completely suitable for e-commerce operations.

Fourth, to do well in e-commerce, we must build a new delivery system.

Online shopping consumers can't get in touch with the goods immediately after purchase, and can only get in touch with the goods after they get home; Therefore, doing a good job in e-commerce and delivery has become a very important link.

The delivery experience is an easily overlooked aspect of many brands in e-commerce operations. Delivery experience refers to the fact that when the product reaches the hands of consumers, the packaging of the product can represent the basic brand image and directly affect consumers' impression of the brand. This is an important link that can produce retention and repurchase transformation.