Enterprise e-commerce success stories 1:
Since 1996, Shanghai Tobacco (Group) Company to standardize market business practices, enhance market competitiveness, and gradually build an e-commerce platform, will be closely linked to the value chain of industrial enterprises, commercial enterprises and retail customers, reconfigure the value of the process, to the fastest possible speed to meet the maximum extent of the market demand, which has produced a very good economic and social benefits. The company has produced good economic and social benefits.
For enterprises to carry out e-commerce does not only mean to build a website, publicize the enterprise's products and image, and not only sell products online, in fact, the complete meaning of enterprise-level e-commerce is the use of information technology as the core of the network for business activities and enterprise resource management, the core of which is the efficient management of all the information of the enterprise, to help enterprises to create a smooth information flow, and through high-efficiency management, value-added and application, it connects customers, industrial enterprises and commercial enterprises together, so as to respond to the market with the fastest speed and lowest cost, grasp business opportunities in time, and continuously improve and consolidate competitive advantages. Therefore, only management thinking, technology, business processes organically combined in the solution, e-commerce can be on track.
To this end, Shanghai Tobacco (Group) Company to innovate cigarette marketing management tools as a breakthrough, will be integrated into e-commerce solutions, so as to achieve the original intent of the program design: customer-centric, to achieve the ultimate goal of controlling the market. Through careful study, repeated arguments, and finally determined in the e-commerce environment, innovative management tools and measures based on the overall solution.
(1) Implementation of the city's cigarette sales billing computer networking. Cigarette sales billing is fully integrated into the e-commerce system of the Shanghai Cigarette Sales Network, realizing the computer processing and citywide networking of import, export and inventory data, and summarizing them on a daily basis. Through the various settings of the system to reflect the marketing strategy, timely collection of market sales information, speed up the reaction speed of the enterprise to the market, significantly reduce the previous cigarette sales in the existence of a variety of irregularities, so that the Shanghai cigarette market really do? The company's business is to provide the best possible service to its customers, and the company's business is to provide the best possible service to its customers.
(2) The use of computers for the city's retail customers at different levels of regional supply. Shanghai's cigarette sales network is managed on a hierarchical basis and is not allowed to operate across districts. For new retail customers joining the network, after the Trade Center's audit, the Trade Center will authorize the commercial enterprises in the retail customer's region and assign the retail customer's data to the corresponding database.
(3) Unify the wholesale price of cigarettes in the city and release the retail guide price of cigarettes in the city on a regular basis. The Shanghai Tobacco Trade Center implements a unified wholesale price for the city's cigarette sales network and releases the city's retail guide price for cigarettes. Through the unified wholesale price, to avoid vicious price competition; through the release of retail guide price, to protect the interests of cigarette retail customers, but also to protect the interests of consumers.
(4) Implementation of a program based on ? sales forecast? as the core distribution service. The use of historical sales data stored in the database for each outlet sub-brand to set up a sales turnover number, that is, a week for a sales cycle, the beginning of each cycle distribution, replenish the outlets 10 days of supply. The system stores the number of turnover of each brand for each retail customer, each cycle as long as you enter the number of stores in stock, the system can complete all the sales business processes.
E-commerce is very different from traditional commerce, and the systems required for successful e-commerce are quite different from traditional networks. Organizations need high-performance, high-stability network architectures to sustain e-commerce operations that are extremely high in intensity and risk.
For the cigarette sales e-commerce system, it not only requires additional storage and computing power, but also requires a very high level of security and authentication, because it stores the entire cigarette sales network of customer information, sales data, and once damaged, it is bound to affect the normal operation of the entire Shanghai cigarette market. Therefore, if the ordinary Internet is used as a data transmission platform, the company will have to spend a lot of manpower and material resources to closely monitor the operation of the network, to understand the latest situation of computer viruses, and need to be equipped with tools to deal with potential problems, including software for detecting hackers, restricting or monitoring users' access to illegally licensed websites, and virus scanning software.
Accordingly, the relevant technical staff of the enterprise *** with the development of the e-commerce network structure based on the Shanghai cigarette sales network: the city's various districts and counties of the cigarette retail customers to form a Shanghai Tobacco Trade Center as the core, through the DDN network and TCP / IP communication protocols connected to the city's, the integration of the B2B local area network. According to the hierarchical structure of business management, the network establishes a three-tier data structure system, with two RS/6000 database servers in the trade center, backing up each other, and realizing hierarchical management and information *** enjoyment through the network; in view of the wide range of applications, maintenance difficulties and other problems, NTFS file management technology is applied to install the target code of the actual running startup program on the server, and the machines at each site use the NTFS*** enjoys the application programs on the server and realizes program updating and upgrading. On this basis, Shanghai Tobacco Trade Center has developed e-commerce software, which uses INFORMIX large-scale database, WINDOWS NT as the network platform and NEWERA as the development tool, aiming at realizing the goal of the city's retail customers and the enterprise through the unified design and development of the computer software in accordance with the requirements of the modernized management and making full use of the scientific means of computer management. The goal of networking. According to the business requirements, the system*** has 23 sub-systems and 110 functional modules to realize the informatization construction of the whole cigarette sales field; the system also realizes the smooth connection with the monopoly management system, the warehouse management system, the finished product warehouse management system of Shanghai Cigarette Factory, as well as UFIDA financial management system and the golden tax business system in terms of application and information.
Enterprise e-commerce success story 2: Dangdang.com
After the emergence of e-commerce, people are more concerned about the business model, the study of e-commerce model has a lot of theoretical models, but to obtain the industry's consensus on the classification of the method of the enterprise and the consumer as a criterion for the division of the business-to-business (B2B), respectively, the division of the business-to-consumer (B2C) and consumer-to-consumer B2C business model. The following is a successful case study of the B2C business model on Dangdang.
Dangdang.com was founded by Li Guoqing and Yu Yu, Mr. Li Guoqing is currently the CEO of Dangdang.com, and Ms. Yu Yu is currently the chairman of Dangdang.com. The two are husband and wife, and joining forces to start a business has long been rumored in the industry.
Mr. Li graduated from Peking University and started two businesses, both of which are mainly publishing. He has been in the book publishing field for 10 years, and understands all aspects of traditional Chinese book publishing and distribution. Yu Yu graduated from New York University with an MBA in finance, and has had several successful cases in Wall Street financing. She has lived in the US for 10 years, and investors trust her and speak the same language.
In 1996, Li Guoqing and Yu Yu encountered, and then married in New York, Dangdang story also began. The two began their relationship, often thinking together, talking about the fundamental differences between Amazon's business model and traditional means of trade. Later, the couple often discussed what is the most crucial part of making money in the middle of the book industry, and Li Guoqing, who has many years of experience in book publishing and operation, said that it must be the direct connection between publishers and readers. So they went together to find venture capitalists, convinced the IDG, LCHG (Luxembourg Cambridge Group, the group of companies owns Europe's largest publishing group) *** with investment, the goal is to lock in the developed countries by virtue of the operation of the modern book market model and mature management experience, combined with the world's most advanced computer technology and network technology, used to promote China's book market? Bibliographic information business, and? Online Bookstore The company's goal is to become China's largest book information integrator and supplier.
Dangdang.com[1] is the leading B2C online shopping mall in China, founded by the famous domestic publishing organization Cowen, the U.S. Tiger Fund, the U.S. IDG Group, Luxembourg's Cambridge Group, and the Asian Venture Capital Fund (formerly known as the Softbank China Venture Capital Fund)**** with the same investment in November 1999 when Dangdang.com was officially opened. Dangdang.com sells dozens of commodities online, including books, audiovisuals, clothing, pregnancy, babies and children, home, beauty and 3C digital, etc., with more than 900,000 kinds of books and 1.05 million kinds of departmental goods in stock. Dangdang has registered users in 32 provinces, cities, autonomous regions and municipalities directly under the central government, and in 2012, Dangdang had 15.7 million active users and 54.2 million orders. Dangdang was officially listed on the New York Stock Exchange on December 8, 2010, US time, and is China's first B2C online shopping mall to be listed in the US based entirely on its online business. The reasons for Dangdang's success include the following factors:
First, the rapid development of information technology has brought the spring of e-commerce to China. The popularity of the Internet, online shopping to provide users with a convenient way, as long as a simple network operation, without leaving home, that is, can be delivered to the door, and have a perfect after-sales service, in the purchase of goods to such a place as Dangdang, are able to realize the door to the door, cash on delivery, so that the security of the online dirt to be guaranteed, these are the customers are keen to online shopping and the reasons for the rapid growth of network sales.
Second, Dangdang uses online sales publications, he is no longer a supplement to traditional publications, but an important development direction of the publishing industry.
Third, a store is very key to the ability to commodity structure, how many kinds of things you can buy, how many kinds of things you can sell, whether these things are inexpensive and good quality, when Dangdang is to sell audio-visual, books, disks, talking about varieties, when Dangdang sells information products, when Dangdang is going to do is to give the customer more choices! For example: a recipe book, you are giving the reader 5 choices or give the reader 50 choices, or 500 choices, the gold content is not the same.
Fourth, the low price strategy is the first driving force of online sales, and Dangdang's low prices from Dangdang and publishers of good strategic cooperation. Dangdang.com has a very powerful and convenient search tools, can be for specific books for full-text search, and can provide relevant customer information, so that the customer to choose the book to bring great convenience. 1, online shopping can realize the focus of the key products on display, to the unit of sales played a big role in promoting. 2, Dangdang.com's huge foot traffic to the, in the online display, promote the product play a big The publicity role. 3, low price depends largely on the advantages of the cost of the network.
V. Intelligent price comparison system: Dangdang's intelligent price comparison system, through the Internet timely query of all online sales of books and audiovisual merchandise information. Once found that there are other sites are goods than Dangdang price is also low, Dangdang will automatically lower the price of similar goods Dangdang, to maintain a price advantage of at least 10% with the opponent.
Six, good reputation, quality after-sales service.
VII, the traditional mode of online promotions: based on the premise of the traditional model, the launch of a series of activities: for example, the main event of the whole site, Dangdang store celebration of the new show, Dangdang store celebration of the special price of the big box store goods from 1 yuan, the sky is falling, the cool review of the Grand Prize to win a cell phone.
Eight, the online mode of operation: Drawing on the Amazon mode of operation, but not the implementation of the complete fetishism. Amazon's main advantage is the huge and searchable bibliographic database for users, the United States has a perfect clerk wholesaler authorization system, but there is no similar national bibliographic library in China. Therefore, Yu Yu and Li spent more than two years building their own bibliographic library.
Nine, Dangdang also has a successful experience is the control of business details. Although Dangdang was born in the era of capital madness, most of the website CEOs scattered thousands of dollars, looking beyond the traditional. However, when Dangdang was founded, it was strictly introspective, learning from tradition. Regarding money, strict budget control was carried out. Dangdang's boss was therefore also praised as a strong CEO by Wang Junguo, the director of the book distribution department of the State Press and Publication Administration.
X. Another key to Dangdang's success is that its strategy and positioning is very clear, starting from selling books and then increasing the sale of other goods, Dangdang has always been doing B2C, the core competitiveness of the very centralized
XI. Paypal real-time reverse payment business. This business is the first domestic shopping site! This move also let Dangdang in overseas business expansion and shopping in the direction of internationalization, and greatly ahead of a step. paypal online payment and real-time reverse payment function, is Dangdang specifically for non-mainland users to provide a safe, convenient, fast credit card payment means. Including Hong Kong, Macao, Taiwan, North America, Europe and other overseas regions, the user as long as any "MasterCard" and "Visa card", can be through Paypal and Dangdang account for real-time docking, can do "instant payment immediately to the account". Greatly facilitates the shopping pleasure of overseas users, breaking through the technical bottleneck of the current international credit card domestic payment! The technical docking between Paypal and Dangdang is absolutely safe and trustworthy.
Twelve, successful leaders: Yu Yu and Li Guoqing, the husband and wife partners *** with the creation of China's Internet in the spring, creating their own children -? Dangdang. Yu Yu's governance Quotes:? Think like a president, work like a secretary. Stand high, have a global view, while caring about the implementation of details.? Youth is a passport, young people should dare to break in and do, as long as you can afford to lose, go and try.? Good reputation and the ability to drive capital.
Through the success of the above Dangdang, I feel that large shopping site must have the following points: to have a good user experience; product display to have the effect of marketing; payment to be convenient and fast; delivery to be fast.
In addition, but also the site product size, product quality, preferential strength, publicity and promotion strategy, the site's internal management, etc., is also a very important factor affecting the success of the B2C site operation. The profit model is the core factor affecting the operating efficiency of online retail stores, the basic conditions of online stores and the social environment is the objective basis of its operation, management strategy and operational details is the subjective conditions of online store operations, the five elements of synergy, *** with the success of the online retail store operations; which the profit model, the basic conditions of the management strategy is the current stage of the online retail operation of the key success factors.
In the future, Dangdang want to develop in the e-commerce site, must be used to its own advantages, brand, price and logistics of the combination of the original advantageous online bookstore and online department store business under the further development of B2C and now the industry giants to compete with the competition, the only way to be able to compete in the fierce e-commerce site to win success.
Enterprise e-commerce success story 3:
Most people see DoubleClick as an online advertising business. But DoubleClick's chief executive officer, Kevin Rowan, says it's a good place to start. Kevin Ryan, CEO of DoubleClick, says that 75% of the company's total profit actually comes from the sale of technology and data.
Jo?o is proud of the company's impressive growth over the past five years
? With each passing year, DoubleClick has doubled its revenue.
Nonetheless, DoubleClick's stock also took a heavy hit at the end of 2000, as the company recently predicted that fourth-quarter online ad revenues would not skyrocket as much as they did last year, and that ad revenues would continue to be lower in the first quarter of next year, along with the cyclical downturn in business that occurs after the holiday season.
Like many other e-commerce businesses, DoubleClick's stock has plummeted? With no sign of rebound momentum, the company's stock price shrank 90% by the end of 2000, falling to a 52-week low of $11.
Jo?o still maintains his view: "We still see e-commerce as unstoppable. We can still foresee the unstoppable growth capacity of e-commerce. But the pace of growth will have to slow down at some point. I've always been confident about the future of e-commerce.
Jo?o explained that the slowdown was due to the fact that .com has cut back on spending on TV and radio, as well as on the Web.
He believes that this general slowdown will spark a wave of mergers and acquisitions within the industry in the coming months, and in October, DoubleClick went out of its way to acquire NetCreations for $191 million in stock in order to get its market of 15 million e-mail customers. The acquisition was mobbed by the media because of the sensitivity of the right to personal privacy data, but the acquisition was finally completed in the fourth quarter of 2000.
? There will be a lot of mergers happening over the next six months,? Jo?o said, ? But the companies that are making money are under a lot less pressure than those that are not.?
Dell Computer: doesn't plan to be all things to all people
Earlier this year, Michael? Dell claimed at a customer meeting in Austin that 50 percent of Dell Computer's revenue comes from online transactions.
Since Dell's Web site was established in 1994, the company's online sales have grown to $50 million a day, making it the largest online computer system sales business. Dell is now recognized as one of the global leaders in e-commerce.
Most of the 500 largest companies in the United States, as ranked by Fortune, are Dell's enterprise customers.
In October, the company released Dell Marketplace, with which vendors can easily log on to the Internet. Dell's answer was intriguing when people questioned whether the company would abandon its hardware business and reorganize into a service-oriented company? The company will continue to provide those ? meaningful? s services.
? We don't intend to be all things to all people.? Dell said.
3Com: Changing the Chord to Aim for Broadband Products and Wireless Internet Devices
During last year's transition, 3Com divested its popular PDA business, while also exiting the modem and network router markets.
In the ensuing reorganization, 3Com has focused on broadband products, wireless Internet access devices for consumers and small and medium-sized businesses, and infrastructure equipment for companies that provide communications and network services.
William Kirk, manager of the company's B2B global commerce development, said the development of online e-commerce is also an important part of the company's strategy. Coker said that the development of online e-commerce is also an important direction for 3Com. He said that 3Com has more than 2000 customers who use 3Com's e-commerce products, including Ingram Micro (Ingram Micro), Tech Data (Tech Data), All-Tel (All-Tel), Sprint (Sprint), etc.
The company's B2B global commerce development manager, William Kirk, said that the development of online e-commerce is also an important direction for 3Com.
Next year, 3Com intends to further enter the B2B Internet trading market with its range of products.
Cork said: "We're facing a lot of difficulties in terms of behavior.
PSI Networks: 76 acquisitions in two and a half years
E-commerce in 2000 was not exciting, and while some companies did well, many others faced insurmountable obstacles. Reay (Robert Leahy) said that in order to provide a one-step service to customers who want to do business online, PSI Networks is in the process of a $ 4.1 billion acquisition.
But the company's losses have been mounting. In the third quarter, the company's losses amounted to $1.4 billion on revenues of just $352 million.
In the last two and a half years, PSI Networks has acquired 76 companies. For the acquisitions of IXC Communications (IX
C Communications), Metromedia Fiber Network, and Communications (Viatel), PSI Networks paid more than $1 billion. To date, the total length of fiber optic cable under the company's control*** is more than 1 million miles.
In addition, PSI Networks has spent another $800 million on nine Internet hosting centers. By the end of this year, four more Internet hosts will be added, Reay said.
PSI Networks made a series of acquisitions earlier this year, with one of the most significant deals? taking over Houston-based systems integrator International Metmer. The deal doubled the size of PSI Networks while strengthening its e-commerce application technology.PSI also claimed that it would slow down the rate at which it spends money and divest itself of some of Metmer's operations.
PSI Networks has more than 100,000 customers, including government agencies, educational institutions, and information service companies, and also provides overall dial-up access to more than 600 Internet service providers.
Unlike most of its competitors, which are supported by powerful telecom giants, PSI Networks has remained independent.
? We would never say we are unattainable,? Reay said, ? but we prefer to say we are not for sale, really.?
Looking ahead, the central issue facing PSI Networks remains profitability.? In today's market, no one is interested in revenue growth anymore,? Reay said. They just want to see profits.?
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