Solve The "Three Persistent Diseases" Of Online Sales

After several years of e-commerce development, many new methods have emerged in the traditional enterprise e-commerce model.

Not only inventory can be sold online

It is understood that due to price and other factors, most enterprises choose to sell inventory products online at the initial stage of e-commerce development. On the one hand, only the price of inventory products online can have advantages; On the other hand, this is also to prevent online and offline products from cross selling due to price differences. At present, seven wolves and Binino all adopt this measure.

But this time Hu Jun revealed that, Seven Wolf In the near future, we will independently develop a set of "online exclusive" products for online sales to expand the online market.

It is reported that Emperor Brand is also trying. Lv Qi, the deputy general manager and art director of Empower, said that for online sales, Empower has developed a series of timeless classic models, which are limited to online sales. For physical dealers and agents, Empower has signed qualitative agreements with them, such as "the products of physical stores cannot be sold in the third channel". "In this way, both online and offline goods, well water does not offend the river, which can complement each other's advantages and ensure the interests of all parties." At the same time, Empower also combined with daily online orders, and Shishi headquarters delivered goods to all parts of the country, "which also easily avoids the problem of online cross shipment".

However, some brands mainly engaged in direct marketing maintain the synchronization of online and offline products, such as the current practices of Norge and Wolf Road. "Although there is no obvious price advantage for online products, we are very confident about the monthly online sales of hundreds of thousands of yuan." Tang Yuanzhang, the brand director of Norge, said that for clothing retail brands like Norge, because almost all stores in the country are direct stores, there is no problem of collusion and price, They can also easily implement the model of "products and prices consistent with physical stores" in online shopping malls.

Different channel construction methods

Different from the actual channel construction, almost all enterprises will take part in the actual channel construction in person and make full use of it, while the network channel has more innovation.

For example, Empower has adopted the outsourcing "network general agent" mode of operation Electronic Commerce . "Through borrowing, it can help us operate the e-commerce platform more quickly, more conveniently and professionally, and the results will be huge." Lv Qi introduced that in October last year, Dadi Group officially signed a contract with an American company with 30 years of e-commerce experience, and officially authorized the general agent of online sales of men's wear of Di Brand to the company. Under the operation of the company, the online sales terminals of Di Brand Clothing on Taobao and other six websites have been officially launched.

Compared with outsourcing general agent, more enterprises use self built teams. Hu Jun said that although the current e-commerce of Seven Wolves is still dominated by Taobao Mall, Seven Wolves has a more ambitious plan for e-commerce. In the future, Seven Wolves will focus on independent malls, integrate third-party platforms, and form a comprehensive and composite e-commerce system. Based on the grand plan of e-commerce, the seven wolves chose to cultivate their own team, build their own platform, and grasp the independent voice of e-commerce.

stay Outsourcing agent There are also some enterprises that adopt a more eclectic way of partial outsourcing with self built teams. "As we all know, the current shortage of e-commerce operation talents has made many enterprises passively adopt the form of full outsourcing. It is impossible for only one person to eat a cake alone, so in this regard, we will take the method of partial unpacking to gradually cultivate our own team." Li Jinhong said.

Use the unique code to eliminate the cross shipment

The problem of online collusion makes traditional enterprises love and hate e-commerce. Small online stores, which grow like wild grass on the Internet, are quickly favored by consumers because of their low prices. It is through their rapid expansion that traditional enterprises see the great potential of e-commerce; On the other hand, many of these online stores are agents of brand enterprises "lurking" all over the country. While operating physical stores, they sell their products at a lower price on the online stores at the discount of agents. Because the network has no regional boundaries, the goods of these online stores quickly "cascade" to other regions, affecting the market of agents in other regions. Therefore, almost all brand enterprises are trying to crack down on non-standard online stores.

"We will solve this problem through some 'sunshine' treatment methods, including giving them some online authorization certificates, some qualifications and evaluations. We will also 'recruit security' - authorization integration for some outlets. For those online infringement and fake stores, we will 'punish' - off the shelf and close." Jiang Tao, vice president of marketing of Seven Wolf, said.

For the autumn and winter products in 2010, seven wolves creatively developed the "unique code". "We realize the unique code. The barcode is different for the same style, color and size of goods." The relevant person in charge of Seven Wolves analyzed that the function of "unique code" can enable brand enterprises to identify which dealer sent the goods. A Yunnan agent of Seven Wolves said, "It is a good news that the company wants to make a unique code, and we are looking forward to it. It is very important for the attack or management of online stores to really do it. We will know where the clothes come from and whose goods are when we buy them from the Internet. If we manage it, it is a good way, but implementation is very important. If the implementation is in place, it is really good."