Not long ago, Tmall issued an announcement saying that 86.5% of Tmall sellers had the idea to outsource some or all of their business, and the more traditional industries and brand industries the greater the need for third-party service providers-e-commerce generation operations (TP, third partner), or e-commerce outsourcing, can be described as "another gold mine of e-commerce".
At present, many traditional enterprises choose to cooperate with professional e-commerce operators, thus eliminating the trouble and risk of expanding e-commerce from scratch. With the professional experience and talent team, as well as the accumulated front-end channels or public relations resources, the agency company has built a green channel between the brand and the online market; at the same time, it allows customers to reduce the time to search for products in the vast network Cost and counterfeit risks, and enjoy more standardized services. In this sense, running the industry on behalf of the company has certain existence value.
The furniture industry is a typical representative of traditional enterprises. Some furniture companies choose to be self-reliant and plan their own e-commerce layout intensively. If they want to have their own e-commerce autonomy, this starting point is of course no problem. However, after entering Taobao Tmall, it was discovered that entering the village must be customary. The rules of the rivers and lakes are not set by themselves. The game must be carried out within the scope of the rules. To do this, it takes a lot of time to learn the rules of the game, such as the rules of natural search ranking, the unspoken rules of poly-value registration, the skills of Taobao, and the secrets of through train delivery ... After learning for a few months, I just feel that I have gained something However, he soon found out sadly that he, as a good or bad brand in the industry, knows the rules and knowledge of Taobao better than a grassroots junior who graduated from junior high school and spent a few years in Taobao! However, this is just the beginning. Most traditional enterprises involved in e-commerce will face the following problems:
1. It is difficult to recruit talents, it is difficult to retain talents, and talents are not professional or even find no one at all;
2. Without e-commerce experience, crossing the river by touching stones, the cost of time and trial and error are very high;
3. Because the offline business is operating very stably, it requires a lot of capital to invest in e-commerce in the early stage, and even if it is effective, it may not immediately reach the fraction of the offline business. Therefore, the investment in the initial operation cost and promotion cost is to let many business owners One of the main reasons why we are discouraged;
4. The problem of its own system and weight: For the production-oriented enterprises in the furniture industry, the management system is relatively incomplete. In addition to the problem of having teams, it is difficult to solve accidents. If the production-oriented enterprises encounter the peak production season, they will mobilize all employees to participate in production As a result, the progress of e-commerce has stalled.
Therefore, the operation of e-commerce in a traditional enterprise is often carried out by the dead, the e-commerce managers who are not strong enough are basically coming and going, and there are few who can stay calmly for a long time.
Traditional enterprises play e-commerce themselves. How to master this set of game rules of e-commerce is the key to the success of e-commerce. E-commerce is plain, it is actually a business transaction platform and model, it is not so mysterious as unattainable. The real difficulty of e-commerce lies in operations and management, including market positioning, business model design, product portfolio, marketing promotion, supply chain management, customer service, online and offline cooperation, e-commerce talents, etc. This is the largest e-commerce Difficult. The basic structure of traditional enterprises conducting B2C e-commerce is as follows:
The core competitiveness of e-commerce is mainly reflected in the customer's perfect experience. This perfect experience is composed of various factors such as website access speed, response speed, response time, response quality, cost-effective products, value-for-money value, perfect return and exchange policy and after-sales service, and safe capital guarantee. Whether these factors can be achieved will test the entire system of enterprise e-commerce. The solution is self-reliance
Go left or right, go left? Hiring talented people with high salary groping a little bit, but the problem is that time and operating costs are high. Go right? Looking for a third-party service provider to operate the company, but the problem is that most of the current generation of operating companies are pursuing short-term benefits. It is difficult to work hard to introduce a large number of projects. This will cause many stores to be popular when they are hosted, but it will not be easy to operate when they take over.
Through the research on traditional commerce and e-commerce, the author combines the actual situation of most traditional enterprises at present, and sums up a bit of experience: the traditional enterprises face the problem that e-commerce is not doing or not doing, but how to launch the water, but Before you go into the water, you must learn to swim. Ask a swimming coach to help you, send a ride, and get on the road easily. This is a clever thing. Therefore, you can consider splitting outsourcing in stages. The overall principle is "early overall outsourcing plus later partial outsourcing." .
When traditional enterprises enter e-commerce, there will be a lot of tedious things in the early stage, from settlement procedures, rule learning, product positioning, photography, design, marketing strategy and trial operation assessment, etc., and these work for professional third-party operating companies Most of them are familiar with light vehicles, and can provide corresponding solutions in a relatively short time. Therefore, as an example of the company's entry into Tmall, it is generally recommended to take the end of the three-month trial operation as a time node and carry out overall outsourcing in the early stage, including the formation and training of your own e-commerce team. During the trial operation, let your own operation team intervene in the operation Operation, accumulate the operation experience of your team. After the trial operation is passed, take over the specific operations and gradually establish your own operation strategy team to outsource the affairs that the company itself is difficult to control, such as photography, design and large-scale event planning, etc., so as to gradually achieve its own e-commerce initiative and control the enterprise The main energy is still focused on production and marketing, rather than some professional and technical affairs. So as to lightly go into battle, to lay the foundation for a protracted battle of e-commerce.
The author knows that Jiangxi Kangqi Furniture Co., Ltd.'s furniture brand Yanshi Artisan is a brand specializing in the production and sales of dining tables and chairs. It is this model that easily embarks on the road of e-commerce, with the help of third-party outsourcing service companies. , Build your own Tmall mall and official website of the brand, and set up your own e-commerce operation team. During the trial operation period, it has achieved monthly sales of nearly 200,000. As his general manager Mr. Yan Kang said, I really didn't expect us to be on the road to e-commerce smoothly in just four months, with our own e-commerce operation team and stable sales. The road ahead is still long, and we hope to continue to maintain looser cooperation with third-party outsourcing service companies. Our people use a third-party brain with more operational experience to avoid detours and high trial and error costs.
All in all, it is necessary to choose outsourcing, but you cannot rely solely on outsourcing. Your children will eventually have to return to their big family. Therefore, at the beginning of the construction, the enterprise must cut in as early as possible. Self-building is crucial.
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