Online sales: possible options for channel development

"The terminal (channel) has the world." Today, homogenization competition has become a basic form of competition. To some extent, the success or failure of terminal (channel) competition determines the success or failure of corporate marketing. Seizing the commanding heights of terminals (channels) and enhancing the competitiveness of terminals (channels) has become a basic choice for all enterprises. However, with the increasingly fierce competition in enterprise terminals, with the increasing operating costs of terminals, and with the increase in the concentration of retail enterprises, it is an indisputable fact that the input-output ratio of enterprise operating terminals is declining.

Terminal innovation has become a challenge that enterprises must face. However, among many “terminal innovations”, few companies have turned their attention to the network. Compared with the bloody terminal of the real world, it is a quiet blue ocean. Why do companies not pay attention to online sales? Is it to witness too many failures to regard online sales as a fearful route, or has it not found the potential for huge online sales? Maybe both have it.

The e-commerce boom that started in the late 1990s came quickly and quickly. Since then, e-commerce has fallen into a long-term silence, fading out the company's attention. In fact, online sales have begun to pick up and enter the fast-growing channel. Although we can't determine when online sales are welcoming the turning point of explosive development, one thing is certain. In many industries, online sales (this article mainly refers to B2C). ) has become a possible choice for enterprise terminal (channel) development and innovation.

Opportunity: Network sales go into reality

With the advent of the Internet shopping era, a large number of companies have joined in the era of the Internet. However, the reality is cruel, and most of the forerunners have disappeared from our vision, and only a handful of survivors have lived to this day. Why do many pioneers fail? On the one hand, the habits of consumers' online consumption have not yet formed on a large scale. The main reason is that these pioneers pay too much attention to technology, business models and concepts, while neglecting consumers and ignoring the value of creation. It is the foundation of e-commerce deposit companies. Once upon a time, new concepts, new technologies, new nouns, and new models driven by "e-commerce" emerged in an endless stream.

Today, with the gradual maturity of the business environment and the increasing awareness of e-commerce, China's e-commerce has quietly emerged from the downturn.

According to statistics from relevant departments, in 2007, China's online retail sales (mainly B2C) exceeded 50 billion yuan, and it will maintain rapid growth in the future. The scale of online retail sales will exceed 200 billion in three years. The rapid increase in online retail sales indicates that the number of consumers who choose online shopping has expanded dramatically. In fact, in central cities such as Beijing and Shanghai, many young consumers have formed the habit of online consumption. From the beginning of books, digital products have begun to extend to the field of household goods, home appliances, clothing, maternal and child supplies, cosmetics, and even traditional ideas such as jewelry, cars and Other goods that are not suitable for online sales also have a certain share.

From the perspective of venture capital, it also shows that e-commerce (mainly B2C business) has begun to pick up. In 2001-2005, the low tide of e-commerce in China, the amount of money invested by venture capitalists in e-commerce was very small, adding up to six or seven million dollars. In the past two years, venture capitalists have invested 400 million US dollars in e-commerce, of which more than 90% are concentrated in the B2C field.

In the past two years, some prophetic enterprises have already realized that e-commerce has entered a rapid development track and has successfully explored and tried. Some enterprises engaged in online sales have been well known by many consumers. In addition to well-known comprehensive shopping websites such as Alibaba, Dangdang and Excellence, there are some high-quality enterprises in the digital industry such as Jingdong Mall, Xiaoxiong Mall, etc.; representatives in the cosmetic skin care industry have daily shopping network, NO5, etc.; In the jewelry industry, 51 diamond nets, nine diamond nets, Davyni, single ring and other enterprises are more prominent; in the clothing and accessories industry, PPG, VANCEL , fashion network, Farrell, wheat bags and other enterprises have been highly recognized by consumers; in the maternal and child supplies industry, the better should be Red Kids, Leyou, Lijia Baby, Anrun Beibei, China's baby products network and other growth momentum is also very fierce. Among these companies are professional online retailers, as well as online retail terminals developed by traditional manufacturers.

The advantage of traditional enterprises to develop network channels

Traditional enterprises can open up network sales channels by using integrated or professional online shopping malls or by building their own online sales systems. Regardless of the mode adopted, traditional enterprises develop e-commerce and develop online sales channels. Because of the support of existing resources, brands, channels, customers and other resources, it is easier to achieve success than pure network e-commerce enterprises. It is also more competitive. Mainly reflected in two aspects:

Price cost advantage: Traditional enterprises can obtain greater bargaining power in the negotiation process with upstream suppliers because of the support of offline business. In this respect, pure network B2C cannot be compared with traditional enterprises. At the same time, traditional enterprises are relatively perfect in terms of supply chain management, warehousing and distribution systems, and these resources are all existing. After fully utilizing these advantages, they can provide efficient and low-cost logistics and distribution services for many online shopping people.

Advantages of brand and customer group: Traditional enterprises are engaged in industrial operations and have inherent advantages in terms of capital scale, brand integrity and social awareness. When traditional enterprises enter the field of e-commerce, their promotion and penetration can be supported by the original brand, and also have a certain customer base. It is easier to break through the barriers of integrity and promotion and achieve rapid development.

Ma Yun of Alibaba once said: too many concepts make the e-commerce look dazzling. In the future, e-commerce can no longer create new concepts, be pragmatic, create value, and what kind of unique value this website offers you. The essential. Indeed, there is no difference between online sales and traditional sales. The operation of the website and the means and purpose of the company's operation are roughly the same. The fundamental of survival is to meet the needs of customers and provide value to customers. In other words, the source of the competitive advantage of online sales is also derived from customer value.

Online and offline synchronization is the trend of the times

Traditional enterprises enter the network sales, and can fully leverage the resources, such as brands and costs formed by the original offline operations. Similarly, the development of online sales channels can also promote the promotion of offline sales and the development of channels. Nowadays, many online consumers have such consumer shopping habits: collecting relevant information from the network to the physical terminal to realize the purchase, or going to the physical terminal to experience the product on the spot and returning to the network to realize the final purchase.

For a B2C company that started from a pure network, if there is only one leg to walk, it is unstable and unsafe. From an operational point of view, for these B2C companies, relying solely on online operations is not enough, and with the offline operation of this leg, it will be more stable. B2C companies that have started from pure networks extend from online to offline. In addition to online and offline, each other's main value lies in breaking through the bottleneck of online sales--consumer trust. This is the true "mouse + cement" mode.

The primary problem that China's e-commerce needs to solve today is the issue of consumer trust. The issue of trust is not resolved and nothing can be done. The issue of trust is a unique bridge that Chinese e-commerce must go through. With the support of physical terminals, B2C companies that have started from pure networks are more likely to gain consumer trust. In fact, many B2C companies have recognized this and have carried out fruitful practices.

The diamond bird started from e-commerce, opened an experience center in Shanghai and Beijing, and set up an experience center in Guangzhou in 2008; the home station stood in April 2004, and set up a home station experience store in Beijing Dazhong Temple two years later. . These two industries have been defined by the relevant scholars as a restricted area for online sales. Diamond Birds and Home Easy Stations have achieved rapid development because of the support of physical terminals, and have also driven a large number of enterprises to compete to imitate the success of the two.

Today, the Beidou mobile phone network, which plays an important role in the mobile phone sales industry, was only sold in May 2000 when it sold less than 1,000 mobile phones. For example, this year's sales reached nearly one million units. In the words of Tan Wensheng, founder of Beidou Mobile Network: In fact, our Beidou mobile phone network is not Amazon, or the Internet as a tool for marketing. Our feature is the state of mouse plus cement from the beginning. We have ourselves in Beijing and Nanjing. Experience store.

Online and offline are not isolated from each other, they can take advantage of each other, support each other, promote each other, and market each other. Synchronous operation online and offline is conducive to enterprises to integrate their internal and external resources, which is conducive to accumulating brand influence and facilitating communication with target customers.

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