I. Introduction
domestic e-commerce market in recent years have mushroomed into a golden period of development. Although the domestic e-commerce is still in the stage of the Spring and Autumn, but the overall situation from a certain point of view is tentative. Appears strong in all areas of online shopping brands, from Taobao C2C, pat, to B2C Jingdong, where the passengers, leaving followers transcend space smaller and smaller.
the same time we can see that as e-commerce format in a very important part of the domestic traditional enterprise e-business journey is not smooth,
nike air force ones, large-scale retail or commercial chain enterprises in the power of the platform does not emerge for. Why is there such a phenomenon? Traditional enterprise e-commerce road to take, then how the direction of development? In my point of view I try to be a simple analysis. Only for your information!
Second, the traditional business model trap
here to take a well-known to the traditional retail chain example, we call Z.
Z into e-commerce company in 2007, and today has been three years. Repeatedly during this period has been quite a lot of twists and turns, e-commerce also has gone through the process of two stages, operations also experienced two models of change, but rather both appear correct operating mode, so that companies fall into the Z the model trap.
In fact, this situation also occurs in other large domestic power business upon traditional enterprises.
trying to do the initial Z
a professional enterprise, large and mobile phone information, download resources, shopping, integrated platform. Want to present to consumers, professional and trustworthy image.
but in fact they found a large and comprehensive platform for consumers are not trying to appreciate, in view of your information as the consumer bubble of resources as friends, shopping as Taobao, Z Enterprises The site is facing an embarrassing position, which from its actual sales can be seen. First half of 2008, the network average daily volume of retail sales hovered around a dozen units, which is almost negligible figure. Can be said that such a business trying to be a failure.
to large and comprehensive,
nike air force, exhaustive is the Z companies expect the first fall into the trap. Also a lot of traditional companies, especially industry-traditional companies to do e-commerce will happen. They always feel that what I have here, and large and is a good user experience, have their own self-confidence.
is large and the idea does not, or do not go far enough? The answer is yes, every aspect is not suitable for an e-commerce website development. Information Website, resource accumulation is not a temporary site power, but rather a large professional team and created by the accumulation of long-term. That CTRL + C / CTRL + V's big and has no value for consumers, he came to consumer information and resources you will often find him spending is second-hand information, the lag is not that far less abundance information to those sites and resources of professional stations. And for consumers, he came to your site is to shop, you need to provide to him is a good product, low prices, reliable service, rather than those non-essential clutter of useless information numerous.
Z
For businesses, do all these things out naturally involves some of its energy and operating costs, it did not, play is counter-productive.
2008 year-end, Z enterprises aware of the problem, start the path of the more specialized. Structure on the site, the gradual reduction of non-essential content, resources to download, videos, music, etc. are cut off , to the early 2009 and industry information content will be completely cut off, leaving only the mall and interactive forums.
Z enterprises began to learn to Jingdong, excellence, Dangdang such pure channels of some advanced B2C e-commerce business practices, operating the website, marketing efforts and other issues gradually. Effects are slowly emerged, the 2009 average daily volume during the first half began more than a hundred units, and to higher altitudes starting with the 2008 increase more than tenfold over the same period.
it all looks very good,
cheap nike air force, it seems that way Z e-commerce companies getting into the track. But precisely at this time, Z way e-commerce business setbacks. Because they found that no matter how hard they try, the growth rate coming down, and the industry first growing gap between competitors, increasing the difficulty of catching up, and wait for an opportunity beyond seems to follow an unrealistic dream.
Z Enterprises
selected mode is not it? But now the industry business model is a popular Internet B2C model, who in many e-commerce businesses have been successful and is verifiable model successful business does not work copy it? Why is the development of enterprises is Z so difficult?
In fact, Z into a business at this time to do e-commerce in traditional companies often fall into the trap of the second mode.
I think there are two modes are not wrong. Mistake in the Z companies are not available in two different modes to implement their own conditions. Jingdong can learn from the road, but not to copy. Let's talk about this type of copying the pure channel why B2C model is difficult to forward the traditional enterprises.
Third, the way to imitate the feasibility
in the analysis of the problem, we start with Z and Jingdong Mall businesses are different. First, Z is a traditional retail business enterprise, its main business from the ground. Advantage of the upstream products with good resources and retail experience accumulated over the years; and Jingdong Mall is a thick plot in Sri Lanka, and began in earnest in the Internet,
air force one mid, is a pure channel-based e-commerce businesses, it has the advantage of e-commerce know better and have a large number of downstream clients.
biggest difference between the two is Jingdong Mall is the only e-commerce, and for ZZ enterprises or enterprises such as traditional enterprises is only a part. The natural conditions to determine its e-commerce platform, acquired deficiencies. Less than reflected in the degree of specialization, the investment of determination, the balance of resources within the three major aspects.
said first degree of specialization: the degree of specialization is to determine the basis for the success of electronic business. Is the essence of e-commerce by electronic means to engage in business activities. E-commerce can stand strong because thunder is not only cheaper to sell online so simple, but because it is through an advanced IT technologies to organize, drive the entire business process, fine, high performance is the e-commerce Liming, appears to be simple, but in reality complex.
to do this well requires specialized team from top to bottom with a very long time, worked tirelessly to build and improve, is the technical expertise of the supply chain to logistics to marketing to after-sale link, integrated into the whole commercial activities in the past. If it as simple to build an online sales platform, is another paradox of the absurd ideas.
This is the traditional enterprises in the study and imitation of Jingdong, where gentlemen, the knowledge of the very shallow, and there is no real place where imitation. For example, through an advanced IT system, Jingdong maximum stocking rate of the low estimates the inventory and its inventory turnover cycle control in about 12 days, but traditional retailers Suning in about 30 days, that same sum of money twice a month to turn in Jingdong, and Suning such enterprises only once, which means that the cost of different funds. All this is built on top of specialized IT systems.
specialization or if technology can be overcome, then the traditional companies when doing e-commerce, human resources professional is a major bottleneck. Often traditional businesses in the time to build the team there will be cases of inbreeding. The appointment of certain former company vice president, regional manager or even a certain a certain brother in law, second cousin to be responsible for the operation of the whole team on the grounds that such a person more comfortable using. Often these people's understanding of e-commerce may be limited to read some media Taobao, reports of Jingdong and bought several things online. Another is the so-called from the outside to dig a large IT company executives, including such as Sina, Sohu that could not beat the eight-pole. Need to know is, also, like the Internet between the two is not the same.
solve management problems, and then transferred from the enterprise of several monthly salary of 1,
air force ones,000 yuan of the general staff began to start, because the staff obedient and easy to use, the most important thing is cheap. Many traditional companies like e- commerce team is built.
here I do not talk with foreign monks and water Fubu Fu problem, nor about the quality of personnel issues. Construction of the first thoughts that the team have a problem. Traditional companies often prefer to rent office space in the luxury of hundreds or even thousands of square meters, is not willing to really put the money to the construction personnel in the past. Because the traditional enterprise, especially the labor-intensive traditional retailers, the people are very important. The status of their position is far below the pavement, the relationship between manufacturers.
unprofessional professional people to do things, the consequences can be imagined! This is the traditional pure channel-based corporate learning company's first piece of B2C short board.
say input determination: determination to put into the path of professional electronic security business. No input no output This is the ironclad truths. This investment is not just capital investment, more importantly, patience and confidence in investment.
Many traditional companies
business environment in the past have been successful, and become the industry leader, confident that the natural drawbacks. When e-commerce strategy in the development of the brain of a film set for a year profit in three years over Jingdong, five super Taobao such ambitious goals. Traditional business decision-makers may not know, eight years after the war Dangdang just see the dawn, when the scale of Taobao about earnings in the billions. What can you determine the profits to a year? Of course, not saying do not profitable e-commerce, Taobao lot of people can earn hundreds of thousands of users a year, but this is the traditional e-commerce companies expect it?
high expectations of traditional e-commerce companies do the most frequently asked questions. My friend VERYLS to more than once said to me, talk about e-commerce and traditional businesses must first reduce each other reasonable expectations. There is no clear and reasonable patience and confidence in investment, traditional companies are often unable to support e-commerce team to dawn.
Besides capital investment, have already said many traditional enterprises in the electricity business embryonic beginning of the money than the blade, such as a luxurious office, without a decent warehouse; a salary Millions of CEO was not a high level team of employees ; equipped with luxurious but no group has a decent server, the ERP system, etc etc ... ...
costs of inputs on the market is anticlimactic. That a team, the site can start on the line is at least a lot of money that can be a lot of sellers, but is often counterproductive. After the on-line site response is there, the order is always hovering in the single digits. Boss began to worry, so stroke of the pen costs allocated began to promote, voted two weeks, according to Jingdong found far worse than they, so large a hook all suspended. Then is to begin revision, fried executives, for VP, toss a half a year has passed through. China's traditional business e-commerce the way many of them are wasted on such a situation. So, do not have reasonable expectations, patience, commitment and no clear determination of investment, is the traditional channels of pure imitation of B2C business enterprises of the second block of the short board.
Finally talk about the balance of resources; this point in my opinion is the traditional business e-commerce road stalled the biggest reason. Traditional business model, or whether it is the retail distribution of type, in the long process of development are gradually formed its own set of system. The e-commerce as catfish continue to come in as the impact of existing vested interests in a stable system.
The first is the price system. Stores and online retailers in the pricing strategy is not the same, here comes the problem. If the online store price marked, then the e-commerce on the Internet appears to be no competition, no price advantage no longer marketable. If the peer level of online reference price, the price is far below the store, then the stores to hit hard. Consumers may ask, how your online store than the price you so much, you are not cheating consumers ah? Ever since complaints manager, regional manager of complaints, the marketing department complaints, 乱成一锅粥.
, of course, many companies thought they want to do well before this problem, I feel little impact. However, with sales growing e-commerce platform, when the interests of both the impact on the increasingly apparent. However, this large and far from sufficient to support the Group's profits can support the family level. Ever since then shrink front, adjust the pricing strategy, efforts on before.,
type in the distribution of this phenomenon is more obvious traditional enterprises, because the retail type of offending may be an informed customer complaints are a number of regional managers, to solve the internal contradictions within have to say. Distribution enterprises to offend is a channel, a major customer, who is behind the sales of tens of thousands of units or tens of millions a year, several hundred million of the water, want to offend can not afford to offend.
followed by the deployment of resources. Z e-commerce companies have found that selling products on the market they were not always, why? Always use a good resource for cutting edge, the one who placed 1 million will not do a thousand businesses do business. Weigh when boss goes without saying that injuries are always e-commerce.
addition to product resources, other resources within the enterprise often will appear in the distribution of offset situation. Existing channels is not struggling with making your ideas.
all these phenomena are and why? Very simple, you simply touch the enterprise, the impact of vested interests. Then open the boss, the balance will tilt. Therefore, the traditional companies when doing e-commerce basically how to balance internal resources, internal relations, stroking all scratching their heads along, this is the third block of the short board.
, of course, the traditional problems faced by enterprises to do e-commerce is far more than what I say, not one by one in this narrative.
have talked about before, e-commerce is to have all the Jingdong,
nike air force one low, is part of the traditional enterprise. Many traditional e-commerce companies are bosses not think clearly, or think they want to clear when the works. Congenital deficiency, coupled with a superficial understanding of the model. Z business such as making the current e-commerce sites in the study of pure channel-based B2C, and found the final stagnation, and even shaky.
not the traditional companies do not have money, not the traditional companies have the resources, not the traditional companies do not wisdom. But the moment when traditional companies doing e-business models have fallen into the trap, often without considering their own strengths clearly chosen a right path or not say no completely correct way forward. Because in traditional Chinese companies do not have direct experience of learning and imitating the success of the US Wal-Mart, Best Buy in China, not applicable, they can only imitate Jingdong, imitation JOYO.
or that: we have been fooled Jingdong!
how to do so in the end of traditional e-commerce business? Could it be that traditional e-commerce business is not suitable for congenital it? In addition to learning Jingdong have no other way than that?
answer is yes, the traditional business resources, retail experience in determining the future of electronic commerce, traditional businesses will play a more important role with the pure channel-based B2C business-third of the world.
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