|
|
|
|
|
| |||||||||||
Channel expansion trapped, terminal expansion fatigue, stock piles of shoes, these are practical problems faced by enterprises. The ultimate purpose of business is profit, and profit costs and sales has been carried away. Entities in the network when the market forced to navigate the market, enterprises, how to step enough, needless to say. Taobao transactions in 2009 had 200 billion yuan. According to iResearch's survey, in 2009 online shopping transaction size 248.35 billion yuan, up 93.7%, expected in 2013 expected to exceed 1 trillion yuan; online shoppers scale break 100 million, up 37.5% of its 2010 The proportion of all Internet users is expected to exceed 30%. These data show that more and more enterprises have increased their emphasis on the network no longer remain in the early days, "This is a potential market, accounting for a hill repeat." One of the most ironic example is Suning. Zhang Jindong, chairman has said publicly that its net share of the market's disdain, but in August 2009 Suning set up the "Tesco", to increase investment in e-commerce, has set in "2010 annual sales of 1.5 to 2 billion "target. In the shoe industry, Peak Group, said in 2010 entered the county-level cities in the stores, while e-commerce businesses. With the touch more and more enterprises, "net" rob from the physical end of the campaign spread to the virtual network. However, the network channel, after all, is different from the traditional channels. How to traditional channels and network channels to resolve the conflict? How to sell properties to adapt to the network channels? How to promote the network? How to overcome the sense of a lack of experience and service difficult problem? How to solve logistics problems? This shoe enterprises have become obstacles to electronic commerce. Many enthusiastically into the enterprise market is full of temptations, they walk constantly trembling tottering losses and some others "do not understand" the market or simply saw the opportunity Shuangshoubaoxiong After Past. In fact, as any of the conduct of operations, network marketing is the key to select the appropriate model and clever promotion. And these two are inseparable from the paradigm shift and innovation. Li Ning shoes enterprises can be described in the online shopping market's big winner, since 2008, after the establishment of e-commerce department, within one year sales growth of 12 times its network up to 2 million members of the network 6 million in Taobao's Official Online Shop of each platform day trading value exceeds 100,000 yuan, and capture a lot of younger consumer groups to expand the sales area, to maintain the brand image, increase reputation. The success lies in a similar entity established channels of Li Ning's network channels and store management systems. Li Ning, e-commerce sector in more than a year after the establishment of the time, the focus is more than 1,000 online stores for authentication and management into their own system, were transformed into the flagship store, category stores, discount stores, etc., the reunification of items , pricing, marketing, strategic management, to ensure consistent brand image. To comply with the network environment, Li Ning has also set up a digital marketing department, responsible for community outreach, communication and information gathering, the Department of its activities and e-commerce sales together. That in our view, the product design culture can not be passed to consumers is the key to the formation of buying, digital marketing has done a series of activities that communicate brand and product experience are becoming increasingly close, and can effectively promote sales growth. Another innovative brand shoes and apparel are also beginning to achieve the effectiveness of attempts. The brand will be in Wuhan, Shanghai, Hangzhou and other major cities out thousands of square meters of solid experience shop, shop, display only one product each, will be playing entity on the price tag and network value, such as the purchase is paid directly physical price, if the mall to buy the network, you can cash on delivery. National logistics center in Shanghai, each of goods shop only to send a sample, the rest are on the Shanghai warehouse to prepare for the national delivery. In the promotion, the brand will be a nationwide network of mall with zero initial fee, zero input, zero risk to recruit 1 million network proxy. The network agent has a unique domain names, all of these domain names point to the network of shopping malls, all access to the network through the network proxy domain and achieve shopping mall, the results are recorded under the name of the network proxy. This is equivalent to a domain name as long as you can starting an online shop, and do not own stock, photo, service, delivery and so attractive. Although many joined the ranks of network Taobao shoe companies, have adopted product development, logistics and construction to enhance e-commerce businesses, but they lack expertise on organization and management, led by the high-level e-commerce sector, in marketing is still in use in stores, on the way , there is no in-depth understanding in promoting the essence of the network. This is the same way in the use of times been to river stream, do not drown strange. GUO Jian Li Ning COO in the new view, the true should be e-commerce, Internet marketing and digital marketing into a whole to form a kind of organic "products from the brand experience through the culture to down, for different consumer groups, Precision Marketing, precision-oriented Communication. " At present, several companies are moving in this effort or have such knowledge? Any time, mental resources to consumers the brand is a kind of occupation. As the saying goes, what songs to sing what mountain to try to buy into the network market, enterprises are to grab the consumers, looting channels must be re-established for the network marketing business model and marketing approach, adjusting the internal workflow. Of course, the extent and pace of emancipation of the span of the enterprise's overall strategy to be determined. Today, network marketing is showing unusual vitality and potential of creating possibilities, and opportunities will always be prepared to leave rather than wait for people. When the physical end of the war to the network, the virtual world has become not "peace", who will fight to win is good "grab" people.
Article Source: http://www.bharatbhasha.net Article Url: http://www.bharatbhasha.net/finance-and-business.php/317982 Article Added on Wednesday, August 24, 2011 LD
| |||||||||||
|
| |||||||||||
| Business And Finance >> Top 50 Articles on Business And Finance | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| Category - > | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
|
