How Can Traditional Enterprises Solve Conflicts Between Entity Channels And E-Commerce?

stay

However, most traditional enterprises are still on the wait-and-see state of electronic commerce, or they are regarded as scourge.

The most important reason is: harsh.

In fact, electronic commerce is a choice for most enterprises, because the business environment is changing: your customers are on the Internet, your partners are on the Internet, and your competition is also online.

All these are forcing enterprises to adapt to the new environment instead of turning a deaf ear to being eliminated by the new environment. E-commerce and traditional commerce are not purely competitive relations. If handled properly, they will coordinate development and even complement each other, giving full play to the integration effect of 1+1 2.

At present, there are many modes to realize the "harmonious" development of traditional channels and e-commerce.

Mode 1: brand segmentation mode

The core of this model is to set up brand-new brands, products and services for network sales, so that consumers can not compare with the products and services of the original brands, and realize the simultaneous development of e-commerce and traditional brands.

The BONO is a typical example: when the news bird group enters the electronic commerce, it specializes in the acquisition of Shanghai's treasure birds, and then launches a brand new brand BONO for the Internet consumers. It sets up a brand new website and introduces products specially designed for network sale, so as to realize the effective separation of the traditional brands.

Mode two: product segmentation mode

This mode is to take different online and offline channels to sell different products, and differentiate the online and offline channels through differentiated products.

Li Ning Co is taking the strategy of product differentiation on its official network sales and offline channels to maximize the advantages of traditional channels and e-commerce to avoid conflicts.

For example: the Lining flagship store under the line sells new products with positive prices, some stores sell inventory goods, and the official e-commerce platform e-lining.com of Lining mainly sells new products, especially limited edition products, including goods that can be collected by star signatures.

Lining Taobao shop is mainly the right amount of new products combined with inventory products sales.

Mode three: order partition mode

This mode is mainly based on the size of the order, the online and offline segmentation, the online processing of small orders, if a large order is encountered, or let the corresponding (such as near) dealers deal with.

This is a good way to balance the interests of distributors and give full play to the advantages of e-commerce.

Mode four: regional segmentation model

The core of this model is to divide the area offline and online, and only accept the regional customers who can not be covered by traditional channels.

Especially in the stage of enterprise growth or the limited coverage of ground channel, this mode is the best choice.

Mode five: paction segment, synergy mode

This mode is a typical strong combination mode, which can achieve synergy and complementarity between traditional stores and e-commerce. Online order, traditional channels complete orders.

The website mainly publicize products and brands and obtain orders. If there is an order, it will automatically distribute to the corresponding offline stores according to the consumers' area, which will bring benefits to the stores.

KFC uses this model: KFC's official online shop is mainly responsible for placing orders to facilitate "otaku" consumers.

Once the order is successfully obtained, it is automatically allocated to the corresponding entity store according to the user's distribution address through the system, and the distribution and order is completed by the entity store, so as to achieve the benefit sharing of online stores and stores.