Traditional brands are often faced with e-commerce cognition is not high, most of them as an extension of the offline channel, as a new sales channel, or even more will only be regarded as a clean-up of inventory channels. In fact, holding this perception of the enterprise, basically no success stories. Because e-commerce is facing a new crowd market, online consumers, although there will be a certain perception of the brand, but they are actually more new, more fashionable, more focused on the online shopping experience, and at the same time because of the interconnection * sex, comparison and selection of related products more convenient, which requires the traditional brand for the online consumer to carry out a new positioning, a new construction of the operating model and service model. We can also see the domestic traditional brand will be the e-commerce department as a separate company operation, often have a relatively rapid development speed.

Two, commodity unification

For traditional brands, the core issue of commodity operation is: online and offline commodities is to do differentiation or extension of offline? How should the same products as offline be priced? In the early stage of e-commerce business, we suggest that you can directly use offline goods for online sales, including out-of-season inventory discount clearance, but also need to develop a small number of online special models, as the online consumer experience models; at this stage, the new online and offline pricing needs to be consistent with the rest of the goods sold online can be discounted, in order to facilitate the rapid accumulation of online users. But step into the middle of the development, online and offline goods should be differentiated, differentiated goods generally accounted for 60-70% of the rate, otherwise it will be subject to excessive interference by the offline pricing system and joining the system, is not conducive to rapid development; at this stage, for non-differentiated goods, the need to unify the pricing, in order to enhance the sense of brand authenticity.

Three, self-built B2C

Is it only do channel platform distribution or to build their own B2C direct platform? This depends on the traditional brand for e-commerce development goals. If you only consider in the sale of goods, can be distributed through Taobao, Jingdong, V +, excellence, when the comprehensive shopping platforms such as the realization of sales. But if you consider the future development of a larger, self-built B2C direct platform is an inevitable choice, through the operation of the B2C direct platform to continue to accumulate their own users, large-scale, but also make it possible to have a separate spin-off listing. We suggest that the two channel mode needs to be considered, pre-distribution of the channel platform is the main, in the mid to late stage will be to build their own B2C direct platform is the main. Such as: Belle's e-commerce to direct B2C platform as the center, but also in the various integrated shopping platforms to open stores, for different resources and user group characteristics, to provide different combinations of goods and promotional activities.

Four, self-built distribution

Our offline operation of goods is bulk purchasing bulk shipment mode (franchisee system), while online is bulk purchasing single shipment mode (including single returns). This is a completely new topic for traditional brands. Initially, we often choose distribution outsourcing, but will find that the quality of service delivery can not be controlled, so in order to stabilize the quality of service and improve the user experience, with a certain scale of enterprises will consider whether to build their own distribution. But from the perspective of input considerations, in order to reach 10,000 orders / day in order to have a reasonable cost balance. Possibly in the early stages we need to strengthen the user experience, in order to quickly break through the bottleneck of 10,000 / day, at this time can be used in close collaboration with outsourcing distribution companies, the development of distribution management system, tracking the entire distribution process and feedback, combined with a call center system to do a good job of distribution of the return visit and management.

Fifth, the brand extension

Traditional brand enterprises initially brand relevance and influence is limited to offline, but with the rapid development of online business, consumers are increasingly presenting the characteristics of youth, personalization, fashion, for these emerging consumers, the traditional brand of their influence is limited to know that the brand has a style, cultural connotation, the sense of value delivery for the They can not form online shopping guidance and tendency. Therefore, the traditional brand enterprises such as to expand the online market, occupy a dominant position, the brand extension is imperative, but many traditional brands are deadlocked on the original positioning not to let go to the original brand positioning to open up the online market, often twice as much as half the effort. As for how to carry out brand extension, we can refer to the practice of many internationally renowned enterprises: with different market environments and consumer awareness of the brand constantly redefined and evolved. Such as Lenovo, Li-Ning, Coca-Cola, etc., and more commonly used in the country is to do an online sub-brand, such as Lolo's LOVO, short-term view of the problem can be solved, but in fact it is very difficult to succeed.

While the traditional brands are facing the impact and challenges, but after all, once also experienced the storm, the traditional brand is not to say that the fall can fall, with the development of the Internet, we believe that the traditional industry can be quickly, desperately trying to adapt to the development of e-commerce, and the traditional industry into the e-commerce future will be even better.