How to integrate e-commerce with traditional channels?

The rapid development of e-commerce is the most important change in the commercial field in recent two years, and it also brings a shadow to the traditional commercial channels. Whether these two commercial channels will replace or compete with each other in the future is worth discussing by the industry. But in the foreseeable future, both channels will develop according to their own logic. E-commerce covers a wide range, and products can be put on shelves indefinitely, which reduces the cost of store rent, warehousing and logistics, and has certain advantages in cost. Traditional offline channels can provide better design, better visual effects, enhance shopping experience, increase consumer confidence and enhance brand value. The two channels correspond to different consumer groups and different consumption habits, and it seems a natural choice to develop in parallel with each other.

However, with the evolution of business ecology, it is objectively required that the management of enterprises must take into account and coordinate two different channels to meet the differentiated needs of consumers. However, the process of integration and interaction between e-commerce channels and traditional commercial channels has just begun. How to explore the corresponding best business practices according to the characteristics of different industries is a test of the wisdom of business operators.

Steps/methods

1. From the pricing point of view, for the same product under the same brand, the pricing principle is that the prices of online channels and physical store channels are basically the same, because according to their research, for products with real brand appeal, consumers pay more attention to brand connotation and product functions, and will not pay special attention to the limited price difference. The consistent price signal is to insist on brand value. In the field of e-commerce in the United States, many enterprises also follow this pricing strategy. Sure enough, the fast-growing sales record of e-commerce platform shows that the same online consumers are willing to pay the same price as offline channels when recognizing a particular brand.

2. Through the e-commerce platform, you can describe the design concept, material, size and performance of the goods in detail, and then match them with various beautiful tourist pictures, including the corresponding video content, so that consumers can have a thorough understanding of the goods before making a purchase decision. This way of communicating product information with consumers through the network reduces the communication cost of offline sales, and then drives the efficiency of offline sales.

3, brand * * * enjoy, background logistics, finance and other systems, the two channels can be seamlessly connected, and from the perspective of product design, sales management, team building and so on. The two channels have their own emphases and compete with each other, which is also conducive to maintaining the necessary pressure between teams. The two teams can also learn from each other and gain insight into consumption trends from the sales characteristics reflected by different channels.

4. Dual-channel mode can be integrated to give full play to their respective advantages. For example, in terms of geographical coverage, the existence of online and offline modes means that there are both key points. For example, offline channels are mainly distributed in coastal first-and second-tier cities, but through the e-commerce platform, it can effectively cover most of the country's consumption areas. Through brand value-added and the existence of offline channels, the brand strength is strengthened, and the reputation of the website direct selling platform is also strengthened. The online platform naturally helped offline channels spread popularity on a large scale. In information sharing, background support, customer service, quality assurance and so on. The existence of multiple channels is a test, but it can also raise the market threshold and effectively distinguish competitors.

At present, it seems that e-commerce and traditional channels are completely different in service characteristics and development speed, and the difference is more obvious, but it won't be long before the difference will gradually melt and the channels will converge-consumers and market rules will ultimately determine the business form.

I hope I can help you. Other questions can be asked or asked for help.

It is not easy to answer this question. I hope it will be adopted. ..........