Under the new omni-channel market environment, enterprises must realize omni-channel transformation.
E-commerce is a marketing transformation direction that enterprises must focus on at present, because this home-buying method has increasingly become the main purchasing b2c email list method for more consumers.
For most categories, especially for some categories that are bulky, long-tail, and difficult to acquire customers, the transformation to an online-to-home-based channel is the main direction of future market development; from the past few years, including home appliances, The transformation direction of the channel mode of many categories basically proves the direction of this future change.
But from the current point of view, the e-commerce development of most traditional enterprises is not ideal; the proportion of e-commerce and home-to-home channels of most enterprises is only about 5%, compared with the ratio of 25% that has been achieved in the whole society. big.
Why didn't e-commerce work? The analysis mainly has the following reasons.
1. Understanding the problem
At present, the main b2c email list reason for the failure of many enterprises to do e-commerce is to understand the problem, not pay enough attention, and have not risen to the strategic height of the company's future marketing development.
The e-commerce business of many enterprises is "forced" to carry out. Most of them lack in-depth understanding of the development of e-commerce. Many companies are "doing e-commerce for the sake of e-commerce", and they lack a reasonable plan for the e-commerce model based on the actual situation of the enterprise.
To do well in e-commerce, companies must thoroughly solve the problem of understanding. Focus on three aspects:
1) The degree of attention
Enterprises must first completely change the emphasis on e-commerce. At present, the e-commerce home channel has become a very important channel, and the proportion of e-commerce sales will continue to rise in the future; for some categories, the proportion of e-commerce home It will definitely surpass the traditional store-to-store b2c email list system and become the most important channel.
2) To eliminate some misunderstandings
Many companies believe that the products I make are instant consumer goods, mainly relying on offline stores, and cannot do e-commerce. This understanding is very one-sided; in the current market environment, consumers of any kind of product have a demand for home. , including a cup of coffee can run out of the home-based mode.
Enterprises cannot find various "reasons" for not paying attention to e-commerce with traditional thinking.
3) Do a good job of e-commerce planning
To really do well in e-commerce is not just a simple platform to open a store. E-commerce planning needs to be done systematically based on the actual situation of the enterprise.
It is necessary to combine the essential requirements of e-commerce, and make a complete e-commerce system planning; this plan is not just about opening an online store, but to form a complete e-commerce system.
It is necessary to combine the actual situation of the enterprise to establish an omni-channel system with a high degree of integration between the e-commerce system and the traditional offline system; use the e-commerce system to empower the offline dealer system and promote the transformation of traditional dealer channels.
Solving the problem of understanding is the most important foundation for enterprises to do well in e-commerce.
Second, have the ability to do traffic
Another main reason why many corporate e-commerce companies have not started is that online stores have opened up, but there is no traffic.
In the e-commerce environment, how to generate traffic online is a shortcoming of traditional enterprises.
Traffic is a relatively broad concept. Traffic mainly comes from product traffic, brand traffic, channel traffic, social traffic, and traffic generated by content dissemination.
For traditional enterprises, they are more accustomed to the traffic play in the traditional offline environment, focusing on product traffic and brand traffic, relying on channel traffic, and lacking new ways of social traffic and content dissemination traffic in the online environment.
The essence of traffic is users.
One of the key points of doing a good job in e-commerce is that enterprises must have the ability to do traffic in the online environment of e-commerce - how to convert your product traffic and brand traffic into real store traffic, and how to convert platform traffic. How to use the current social platform and communication platform to generate more value traffic is the key to doing well in e-commerce.
In order to do well in e-commerce in the current environment, we cannot rely solely on the brand traffic of the company, nor can we take buying platform traffic as the main source of traffic. A more effective means is to use social platforms and communication modes to form a greater ability to generate traffic. .
The e-commerce system should focus on making traffic rather than buying traffic. It is necessary to use the current various social communication methods to form the ability to do traffic with new communication as the main body.
Marketing relies mainly on communication. Doing a good job in e-commerce marketing must rely on the ability to generate traffic generated by new communication.