Despite the late start of home e-commerce, traditional enterprises have the advantages that pure online brands do not have, that is, product advantages, brand advantages, and user service advantages. Traditional home furnishing companies, once they enter the e-commerce industry, will have the advantage of being late. According to the survey, in the Double 11 data in 2012, 11 of the top 24 brands sold were traditional brands, accounting for less than 50%. However, from the data on Double 11 in 2013, it can be seen that 8 of the top 15 brands in furniture sales are traditional brands, and 11 of the top 15 brands in building materials are traditional brands. Traditional enterprises obviously have a tendency to become the top in e-commerce.
In the past, home furnishing companies felt that e-commerce was difficult before they became e-commerce because there were several fatal constraints: payment problems, logistics problems, and experience problems. Now that these three constraints have been eliminated, the comparative advantage of e-commerce has gradually emerged: the first comparative advantage is no inventory restrictions; the second comparative advantage is a wider user access channel; the third comparative advantage is higher Profits and lower costs. E-commerce can help traditional enterprises achieve better contact with customers, obtain higher profits and lower costs, and realize the release of inventory restrictions.
Bill Gates once said: E-commerce or no business in the 21st century. No one can confirm that when these companies choose to do e-commerce or not, what kind of world they will face in the next ten years or more. But exposure to e-commerce is not a simple matter. Summarizing the successful experience in the past, some suggestions for traditional enterprises to do e-commerce:
First, e-commerce is a strategy, and it is difficult for non-management non-leadership projects to succeed. If there is no strategic plan, it will cause a double-line conflict and cause serious damage to the original channel. Li Ning is a living example.
Second, the core of e-commerce is business, electronics is the means, and commerce is the core. E-commerce has to solve two problems: one is the product side; the other is the client side. When doing e-commerce, it is not simply to copy the offline business directly to the online, but to recreate the products, processes and systems according to the characteristics of online marketing and the behavior of netizens and consumers. Red Star Macalline spends 200 million yuan to build an online store platform Xing Yijia, and the half-year transaction value is only 40,000 yuan for this reason.
Third, what e-commerce does is systems. When you see an enterprise succeed in e-commerce, you only see 10% of the front desk, but the real core and the real value are the 90% in the back, including business process, performance, communication, decision-making, and customer relationship. Management system, data analysis system, human resources, finance, supply chain, etc. The service system behind the website cannot be built overnight, and requires a lot of capital, manpower and time.
Fourth, to be an e-commerce is to establish knowledge in the industry, prior to success, cause success. We must learn to use professional organizations and professional teams to assist.
Fifth, save money but not people. E-commerce has a threshold, and the output value of a person is equivalent to one million sales. Take the Handu clothing store as an example, its sales are 1 billion, but the team has reached 1,200 people; Suning Tesco's staffing is also 20,000 people for 20 billion sales. There must be a product manager specializing in products, a distribution manager specializing in network distribution, and frequent marketing activities. There must be marketing executives, storage management personnel, technical personnel, and art design. Pre-sales customer service, but also after-sales customer service.
Although e-commerce is vigorous and penetrates the traditional home building materials channels, it seems that there is more room for development in the future, but at present, offline channels are still the main sales channel for home building materials companies. Jianzhong Zhiye is a marketing consulting company rooted in the home building materials industry. Unlike other consulting and training companies, Jianzhong Zhiye takes the principle of actual combat and dares to be responsible for the results. It not only builds a system, but also uses a model market to land. Change.
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