How to do a good job in Alibaba's e-commerce sales channels?

Many people always think that the cost of e-commerce is low, but it is not the case after it is really done. If you are familiar with e-commerce, the cost is really low, but if you have to hire people to do everything, then e-commerce is not cheap at all.

Personally, I think the biggest cost of e-commerce is labor cost, and a large part of the final death of many people who do e-commerce is caused by high labor cost. In our traditional industry, many positions actually do not require professional knowledge, and ordinary secondary school students can be competent. This is not the case in the field of e-commerce. E-commerce is a technical activity, operation needs experience and contacts, promotion needs technology and experience, art design needs technology and beauty, and customer service needs experience. But doing e-commerce is not terrible. Personally, I think that to do e-commerce well, I don't have enough technology and experience, and I need talents from different positions and different technical fields to join. If these talents are half a bucket of water, the salary is cheap, but it will only slowly consume your investment; If the master's salary is high, I think if we start a business together, this problem will not exist.

More and more traditional enterprises try to test water e-commerce, which provides a driving force for the rapid development of e-commerce. However, due to the huge differences in management and operation between traditional industries and e-commerce, e-commerce is not really "low threshold and small investment" as rumored by the outside world. If you don't understand e-commerce, it is not easy to succeed.

According to the reporter's investigation, due to the limitation of scale and funds, many enterprises can only expand their business in a limited range around their location, and the market space is limited. E-commerce can spread products to all parts of the country without leaving home, which has become an important way for enterprises to expand sales and win new development space.

Nowadays, many traditional enterprises doing e-commerce only know that this business can make money and expand the market before entering the e-commerce industry, which is simply a "once and for all" business. But most enterprises have not thought clearly about one question: where do I position myself? In other words, where and how do I start?

First look at the pattern. Before developing e-commerce, the first thing an enterprise should do is to choose a model suitable for its own development. Correct website development and business model can make enterprises avoid detours in network marketing and promotion, save unnecessary expenses to the maximum extent and create maximum profits. For example, Jitongbao's "industry website franchise chain" model allows enterprises to own their own e-commerce websites with only a small amount of franchise fees, and also provides convenience for franchisees in website operation and brand promotion, which not only ensures the success of enterprise e-commerce, but also saves a lot of capital investment and human resources for enterprises. A good e-commerce website often considers the interests of enterprise users in market positioning and meets all the services provided by the website for consumers.

Second, look at technology. The technology here is not only the level of technology itself, but also the service and attitude towards technology. When Jitongbao built a website platform for franchisees, it did not simply consider the function of the platform with its own understanding, but fully combined the franchisees' understanding of traditional industries. After all, franchisees are insiders, and laymen usually get twice the result with half the effort. Because different industries have different needs, Jitongbao () will also develop functions with industry characteristics according to the needs of users in specific industries to truly meet the diversified and personalized needs of enterprise users. Only those website platforms that can meet the needs of users and have a good user experience are really good platforms that can be developed.

Third, look at the price. As the saying goes, "good steel should be used on the blade." Although the legendary e-commerce cost is not high, the cost input is also indispensable. What's more, if you don't understand, even if you invest, you may not get much. Franchisees only need to pay 10800000 /3 years or 156000/5 years to join Jitongbao, and they can enjoy brand promotion, traffic support, data support and other services, as well as diversified benefits. This model can better reflect the value for money than the cost of building a website; Compared with becoming a member of the website platform, I have the initiative. Therefore, traditional enterprises must choose a value-added and reassuring e-commerce website.

Fourth, look at the service. Users are the key link in the development of website platform. According to the related survey of Jitongbao, 42% people think that the credit, product quality and after-sales service of merchants are the biggest problems in online transactions at present. Therefore, Jitongbao launched a series of credit authentication services such as video authentication and on-site authentication while strictly reviewing registered users. Members who have passed the identity authentication can also upload business licenses, corporate videos, honorary certificates and other documents, so as to obtain "credit files" indicating the credit (integrity) of enterprises or individuals. By introducing a neutral third party to verify the authenticity of enterprise qualifications and strength, and providing it to netizens for independent inspection and verification, the platform enterprise users are strictly controlled, so that franchisees can feel at ease and comfortable.

In short, it is very important for small and medium-sized enterprises to do well in e-commerce () and choose partners for website platforms. With a good choice, enterprises can not only enjoy better and more comprehensive services, but also expand the market, improve brand competitiveness and accelerate the process of entering the e-commerce era! (Text/Ji Tongbao)

In the process of traditional enterprises marching into e-commerce, many successful enterprises have emerged, such as Lenovo Computer, Li Ning and Belle. At the same time, there are quite a few failure cases. Many traditional enterprises have invested a lot of money in e-commerce, but the effect is not good, or even failed. Do traditional enterprises want to be e-commerce? How can we do well in e-commerce?

E-commerce is essentially the same as traditional commerce.

E-commerce in China developed vigorously at the beginning of this century, but the real big leap was after 20 10, which was called the first year of real e-commerce in China. All kinds of e-commerce let a hundred flowers blossom and a hundred schools of thought contend. E-commerce seems to be a unique industry. Many people in the e-commerce industry overemphasize the difference between e-commerce and traditional business, making e-commerce mysterious.

I think we must first break the myth of e-commerce! E-commerce is not a unique industry, and its essence is no different from traditional industries. E-commerce is promoted and traded on the Internet. Moreover, there is no essential difference between e-commerce and traditional industries. All laws prevailing in traditional industries are also applicable to e-commerce. From this perspective, traditional enterprises should not be confused about e-commerce, but should find that they have more advantages in doing e-commerce.

For example, e-commerce is often described as an industry that burns money first and then makes money. For some e-commerce companies with huge venture capital, it may indeed make some sense. But for traditional enterprises, we must do a prudent investment budget and planning. I will take the marketing investment of e-commerce as an example to illustrate.

Many enterprises are not sure how to put online advertisements. How much is appropriate? What is the proportion of advertising investment in sales revenue? I often give advice to e-commerce executives of traditional enterprises, and it is most reliable to refer to your traditional commercial advertising benefit accounting. Don't listen to some so-called experts who think that e-commerce should first "burn money first, then make money". Some people will say that some famous e-commerce companies are also burning money, and they are still burning fiercely. My point is, let them burn money, traditional enterprises must not do so. I believe that any kind of business model, if it needs continuous large investment, but it can't be profitable for a long time, it is definitely problematic.

General marketing expenses of household appliances and 3C traditional brand enterprises account for 3-5% of sales. If these enterprises promote e-commerce, they should also be controlled within or above this ratio. If the promotion cost of e-commerce exceeds 10%, or even some enterprises reach 15-20%, then we must definitely reconsider or even give up, because this business model is worthless.

Traffic is the most concerned issue for all e-commerce. Traffic is actually equivalent to the customer visits and attention of traditional enterprises, such as the number of customers entering the store and the number of times consumers know, mention and inquire about a brand. Except for some natural traffic, most of the traffic of e-commerce websites needs to be guided by online advertisements. Most of the customers whose traffic is converted into orders come in through keyword search of search engines represented by Baidu. With the fierce competition, the cost of keyword delivery is getting higher and higher, which makes many traditional enterprises overwhelmed.

Therefore, don't be confused by the mystery under the excitement of e-commerce. The business experience of traditional enterprises is already very rich. As long as we stick to the original mode of operation and learn the business skills of e-commerce quickly, we will certainly be able to do e-commerce well.

Find an e-commerce model that suits you.

Of course, different traditional enterprises should also find a suitable model to do e-commerce.

For traditional enterprises in the retail field, the most direct way to do e-commerce is to open another online mall. At present, many retail enterprises have opened online shopping malls, and the operating efficiency is not bad, such as Suning.cn, Yintai Department Store and Rainbow Online Shopping Mall.

Not all traditional retail enterprises can successfully replicate themselves online. Only traditional retail enterprises with large scale, rich business categories, large number of stores and wide coverage can establish successful online shopping malls. Why? First, the cost of attracting and forming stable basic traffic in online shopping malls is very high, and only rich product lines and large business volume can cover the traffic cost; Second, the cost of warehousing, logistics and after-sales service in online shopping malls is very high, with only the number of stores.

Large-scale traditional retail enterprises with wide coverage can effectively solve problems such as warehousing, logistics and after-sales service through close cooperation between offline and online businesses.

The most important task for traditional product brand enterprises to do e-commerce is to do a good job of full coverage of online sales channels. Because e-commerce is a new online sales channel for traditional product brands. I think traditional production

Brands can build their own B2C websites to sell their own branded products, but the self-built B2C platform cannot be used as the main battlefield for e-commerce. Fully enter and cover all mainstream online sales channels such as Taobao Mall, JD.COM Mall, Joyo.com, 1 Store, Dangdang.com, Vipshop, Groupon.com and some online shopping malls of banks. This is the real point!

This new channel strategy has been witnessed countless times in traditional industries. For example, in the home appliance industry, the main battlefield of sales is Wujiao Power Company and department stores. With the rise of Suning and Gome's professional home appliance chain enterprises, the latter has become the protagonist of home appliance sales. In the past, computer sales were mainly in the computer city, but in recent years, home appliance chains and other supermarkets (such as Wal-Mart) have become important channels for computer sales. For traditional brands, the Internet is a new sales channel. They go where they can sell things.

Taobao is the first choice for traditional brands to enter online channels. Other high-quality online channels include JD.COM Mall, 1 store, Dangdang and Joyo. In specific business operations, we need to pay attention to the distinction between product lines and pricing, and traditional brands have rich experience in this respect.

It is also of great value for traditional brands to build their own B2C shopping malls. Can play the role of brand flagship store, can be used to display the latest products of enterprises, release corporate news and publicize corporate image. However, due to the high cost of attracting online traffic, the sales of a single brand cannot be very large, and it is difficult for ordinary traditional brands to build their own B2C malls to bring benefits to enterprises. However, if the product categories of traditional brands are relatively rich, the self-built B2C mall can also create considerable sales. For example, Haier's self-built B2C mall has an annual sales of nearly 654.38+0 billion, which is not bad in e-commerce, although it is still insignificant compared with Haier's overall sales of over 100 billion.

Through the above deconstruction, "how do traditional enterprises do e-commerce" seems to be a false proposition. It is both proper and inevitable for traditional enterprises to do e-commerce. I believe that more and more traditional enterprises will successfully explore in the field of e-commerce.