How do traditional enterprises do electronic commerce?

In many traditional enterprises, e-commerce is only a branch of the marketing department, or a small department built by several people. Enterprises' understanding of e-commerce stays at the stage of opening online stores and online shopping malls, and does not provide necessary organizational guarantee for the operation of e-commerce in enterprises. In fact, enterprises should first understand and understand the mode, scale and influence of e-commerce online business, as well as the clear upward trend and great potential in the future, and comprehensively consider the company's future e-commerce development and basic organizational structure from the aspects of e-commerce channels, brands, products, services and talents. Only in this way can we truly make business e-commerce last for a long time until it is invincible in the ever-changing e-commerce market environment.

Secondly, choose a sales platform that matches the company's development. Today, e-commerce channels have developed into many sales platforms, such as Tmall, JD.COM, group buying, banks, payment platforms, online shopping modes such as C2C, B2C, C2B and O2O, and display terminals such as computers, mobile phones, televisions and even bank ATMs. Facing the complex e-commerce environment, the choice of e-commerce sales channels directly determines the success or failure of the future development of enterprise e-commerce. The choice of access should fully consider the current brand position, product structure, consumer groups, profit space and so on. Comprehensive evaluation of the impact of online business development on offline, the company's positioning of e-commerce in the next 3-5 years and the executable investment budget.

Third, give full play to the role of the brand. Brand pulling and premium play a very important role in e-commerce operation. More and more consumers not only look at the price, but also consider the brand factor comprehensively. Therefore, when traditional enterprises enter the e-commerce operation process, they must consider the characteristics of brand communication in the Internet. For example, unparalleled timeliness and full-time, the mass and openness of communication content, the two-way and interactive communication process, and the virtuality of communication methods. The design of brand VI, the design of product packaging and the choice of publicity methods should be fully considered. Lace women's wear will quickly become a prominent online brand with its strong brand style.

Fourth, integrate online and offline features and select core products. Any sales method and channel should focus on excellent products, so that netizens can like brands and remember enterprises by buying products. The product line operated offline by traditional enterprises may not be suitable on the Internet, and offline star products may not be popular online. At the same time, we should fully consider the influence of online sales products on offline sales, whether the design and price layout of product portfolio will affect the stable offline market volume and whether it will affect the vested interests of offline dealers at present. Therefore, the product line combination of e-commerce sales must be repositioned and comprehensively considered from the aspects of product appearance, price, profit margin and packaging. Focus on providing a good product, even if it needs repositioning and redesign.

Fifth, personalized service and experience will become effective competitiveness. Service and experience are the driving force for the success of e-commerce companies. At the moment of product homogenization, service and experience are particularly important. There are no major events in the operation. The service and experience of e-commerce is to do every detail well.