How do traditional enterprises such as the hottest

2022-08-09
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Abrasive and abrasive tools and other traditional enterprises how to do micro e-commerce and micro red

first of all, let me mention the selling points I share this time: first, facing the changes in the situation of China's e-commerce industry in 2016, bosses are at a loss and panicked. This sharing directly gives traditional enterprise bosses a conclusion. Second, this time is a obedient and do it yourself sharing, which directly gives the beat and style of how to do it. Don't talk about why or what it is, just talk about how to do it. Just go back and perform it directly. Third, this sharing material is basically from my own microblog. E-commerce and wechat e-commerce are greedy for new year's Eve dinner and rich in information

many traditional enterprise bosses have several misunderstandings in taking over e-commerce information, which are also mentioned here. I hope you can prevent these misunderstandings: 1. Pay too much attention to e-commerce trends: such as moving e-commerce trends and data; 2. Pay too much attention to e-commerce affairs that have nothing to do with yourself. For example, many e-commerce events have nothing to do with you; 3. Too much attention to the individual, unable to learn to copy, such as; 4. The unrepeatable cases of paying too much attention to the packaging of e-commerce platforms and the support of capital inclination were misled by public relations soft articles

first of all, let me sort out the latest situation of e-commerce in 2016:

1. Alibaba comprehensively transformed its new e-commerce in 2016

summarize the central energy of the e-commerce Conference on March 1 this year. The new energy is to let Taobao e-commerce people become new e-commerce in 2016 (old e-commerce refers to making hot money, etc.), fans, content (media), multiple (all) channels, mobile terminals, and e-commerce from the perspective of all Internet users. Traditional enterprises should keep up with the central e-commerce energy, that is, Alibaba e-commerce energy! Taobao e-commerce is still making progress, transforming towards social e-commerce

2. Check the recent situation of various types of e-commerce

1). On New Year's Eve, Taobao e-commerce: this kind of e-commerce is still in full swing. On New Year's Eve, Taobao tmall e-commerce still accounts for more than 80% of the market of China's e-commerce, and it is still in the rising stage. It is not the old e-commerce that people think will decline, and people are also making progress

2). B2C e-commerce: except for most b2cs such as jd.com, there are only a few dozen influential enterprises in all industries, belonging to the declining industry

3). Wechat: although it is not as popular as before, the number of participants is still amazing, and the vitality is still stubborn

4). App e-commerce: this has been relatively fast in recent two years, such as darling, etc. the reality is that mobile e-commerce is the future

5). O2o e-commerce: at present, it is the most miserable e-commerce industry, full of news of opening and lack of investment. Ma Yun was really right last year. O2o is a false proposition, and there is no o2o industry

6). Online shopping e-commerce: online shopping e-commerce such as xiaohongshu also increased rapidly

7). Social red e-commerce: This is a tuyere, but it's just a game for most people. It's as good as most e-commerce people on New Year's Eve

8). Social shopping guide e-commerce: this industry has almost disappeared. With the merger of mushroom street, colorful said that most of the industry has transformed into an e-commerce instead of an e-commerce guide. At present, there is no shopping guide e-commerce

9). Rural e-commerce: it is a future, but it has little effect at present

10). Other small and beautiful e-commerce: such as Baidu e-commerce, B2C official e-commerce, space e-commerce, etc. small and beautiful e-commerce with a little focus also live well

11). B2B e-commerce: this seems to be the future, but the industry is always tepid

12). Traditional enterprise e-commerce: This is the biggest future of China e-commerce, because in the future, every traditional enterprise will do e-commerce

3. B-end e-commerce opportunities

the proportion of e-commerce (interconnection) of traditional enterprises in the United States has reached 80%, while the proportion of e-commerce of consumers is estimated to be lower than that of China; That is, the proportion of Chinese consumer goods products and e-commerce for daily necessities is high enough and grows fast enough, ranking first in the world, but the proportion of Chinese traditional enterprises using Internet things and e-commerce fragments is still very low; The front-end of China e-commerce is strong enough, and the back-end of China e-commerce is too weak. The environment of such large front-end and small back-end is trade opportunities. The proportion of e-commerce of Chinese traditional enterprises that will soon exceed 80%. The final conclusion is: traditional enterprises should be fully interconnected and e-commerce, not just front-end sales

4. The equity purchase price is the original capital contribution of the controlling shareholder of 70million yuan. Stop superstitious Internet thinking

in 2015, there was too much gambling between Internet thinking and traditional thinking. Wang Jianlin and Ma Yun CCTV bet on traditional wholesale and e-commerce, which ended in Wang Jianlin admitting defeat; Xiaomi Lei Jun of Internet thinking and Gree dongmingzhu of contradictory e-commerce made a bet on CCTV, and ended up with dongmingzhu admitting defeat. Before 2015, all the disputes between traditional thinking and Internet were the success of Internet thinking and the failure of traditional thinking, while 2016 was a turning point year

after 2016, the struggle between traditional thinking and Internet thinking will be the success of traditional thinking and the failure of Internet thinking. Therefore, traditional enterprises need to adhere to the value of their traditional industries, and then join the Party of Internet thinking

5. The mobile e-commerce period is complete

mobile e-commerce has reached 69% on the double 11 this year, while mobile e-commerce such as JD vipshop has accounted for 80%, that is, 2015 is the watershed between mobile e-commerce and PC e-commerce, before which 80% of PC e-commerce and 20% of mobile e-commerce; By 2016, it has become 80% mobile e-commerce and 20% PC e-commerce; It can be judged that PC e-commerce is dead, and a new period of change is coming. Now we no longer distinguish between PC e-commerce and mobile e-commerce, and we need to comprehensively transform mobile e-commerce

6. E-commerce standardization in 2016

summarizing the authorities and policy environment of China's e-commerce environment in 2015, all are becoming more and more strict. For example, the announcement of the new advertising law has a great impact on the e-commerce industry, policies and speeches pay attention to e-commerce fake goods, pay attention to bill swiping, and expose and crack down on e-commerce by fund-raising pyramid schemes. Therefore, it is suggested that e-commerce entrepreneurs and traditional enterprises in this regard should take the right path. It can only be a short time, and the right path of e-commerce is vicissitudes

the above six points are all new changes to the situation in the trade sector. I hope you can understand and digest them. The second part is about the detailed overall idea of doing e-commerce in 2016

for traditional enterprises, e-commerce needs to follow the following three basic rhythms: the first step is to use existing products as channels. If you can sell goods on the Internet, you can sell them there; The second step is to do it with the idea of Internet products, and plan to do it with new products for e-commerce, mobile e-commerce and wechat commerce; The third step is to use fans' thoughts, social e-commerce thoughts and red thoughts to do e-commerce

don't seek e-commerce or fan economy to directly overturn the tradition. Run fast in small steps, keep trying and making mistakes, and gradually transition with improved means, first + Internet, then Internet +. Including this friend of Freida company who came from Shandong specially, you are already the largest hyaluronic acid production enterprise in the world, but at least when you are in charge of this line, the first step is to use the idea of channels. If you can sell goods there, you can sell them there. The second step is to use Internet ideas. The third part is to use fans' ideas. All ideas trilogy

in terms of thinking, traditional enterprises plan to do e-commerce on three tasks: 1. Doing e-commerce is a top-notch project. The boss faces up to e-commerce, finds a suitable e-commerce person, delegate power, and first do a good job of tmall and Taobao; 2. Do a good job in all e-commerce channels (tmall, jd.com, wechat, etc.); 3. The latest trend of this year is to pay attention to and layout micro popularity, social e-commerce and fan economy

in addition, here are four data that can measure the operation tempo of traditional enterprises in e-commerce, which is worth your reference. The first data is that the order conversion rate should reach 1%, and the turnover and re purchase rate should reach 30%. This can be implemented on a large scale. The second data is that online sales account for 30% of the total sales. SABIC said in September that the data was still 10% two years ago, which shows the rapid impact of e-commerce on the overall consumer market. The third is that mobile e-commerce accounts for 50% of all e-commerce, which will not be expanded during the mobile period. The fourth data is that the sales volume of wechat e-commerce and social e-commerce accounts for 10% of online sales, which can really keep up with the future

here is the key point of establishing e-commerce brand. There are ten points. I'll list them. I won't explain them in detail if the time is not enough. 1) Brand planning, positioning and creativity; 2) Collect exclusive product plans and flexible production; 3) Tmall store and distribution franchise; 4) Enter the top 100 e-commerce Omni channels; 5) The back-end supply chain and warehousing logistics customer service are built piecemeal; 6) PR public relations soft text; 7) Microblogging and selling goods in the circle of friends; 8) Media launch; 9) Wechat e-commerce and social e-commerce; 10) Edm/sem/cps and other three board axes and coupons

the following are the eight core data that e-commerce operation needs pay most attention to. The last number of active fans is that I recently joined. This is a big need to face up to housework. The fans in your hands are your voice

traditional enterprises need to change the organizational structure of e-commerce through the following four steps:

the fourth step is to establish independent fan operation Department and social e-commerce department to specifically serve as fans, which requires everyone to face up, which represents the future growth target of China e-commerce

here we also list the learning capital that we must pay attention to every day

the third most important part to share with you is how traditional enterprises do e-commerce channels in 2016

there is a classic saying in the implementation of e-commerce operations: the implementation of sales channels is twice the result with half the effort, and the implementation of non sales channels is twice the result with half the effort. Therefore, the reasonable implementation pace should first deal with the support achievements of commodity supply chain and operation, and then in the old Taobao channel, the second step is to establish online channels in an all-round way, and the third step is to do brand implementation. This should be knowledge, but many e-commerce people still commit this drawback

here I'll show you the top ten major channels of traditional marketing:

the top ten major Internet channels of traditional PC e-commerce:

now the top ten major implementation channels of wechat e-commerce:

now the Internet channels of Chinese e-commerce are fragmented:

then I'll give you a summary of the top ten major shopping centers in China: 1. The largest trade flow distribution center: Taobao tmall. 2. B2C stations: jd.com and vipshop. 3. Wechat channels (circle of friends and wechat stores) 4. Baidu e-commerce (e-commerce made by manipulating Baidu SEM). 5. Social shopping (Weibo, space), etc. 6. Shopping channel of the address station. 7. App e-commerce. 8. Various CPS channels (interconnected CPS, mobile CPS, CPS). 9. Short video social media. 10. Hongda people

The ten major online channels above

can be said to wipe out more than 80% of the shopping crowd on China Internet and mobile Internet. "Where the shopping crowd is concentrated, the implementation is presented there", and concentrate all the capital on the above shopping crowd flow, which is the full secret of traditional enterprises' e-commerce implementation

the following part is: will traditional enterprises such as Ruan do wechat e-commerce in 2016

many traditional enterprises can have a suspicion, do they want to make apps during the mobile Internet? Now the cost of supporting and implementing self owned apps is very high. Most traditional enterprises can indeed abandon their own apps, but on the other hand, Teng

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