Traditional enterprises after more than ten years or decades of development, in terms of resources, there will be some "deposits", before doing e-commerce, enterprises must consider their own resources in that area, do e-commerce how to utilize the resources in this area, in order to achieve the purpose of value-added resources. I have previously provided e-commerce strategy for a traditional retail consulting services, this enterprise is a well-known supermarket retail enterprises (referred to as Company A), through the analysis found that Company A has the following resources: 1, store resources, the country's first-tier cities **** more than 800 stores throughout the city size of the community; 2, supplier resources, the country **** more than 2,000 vendors, product category coverage is complete! 3, user resources, the national *** counts more than 4 million registered members, removing some of the older customers, there are 2 million young members; 4, brand resources, based on the development of more than ten years, the brand of the A company has a certain degree of national influence. Based on this, we have developed the following strategy for it: 1, the effective use of store resources 1) the store as a logistics transit station, all products from the large warehouse directly to the store, and then by the store and then dispatched to the end customer, due to the overall packaging and delivery, the logistics cost is significantly reduced. 2), the store as a marketing platform, the customer in the checkout counter settlement, you can get a free copy of the e-commerce DM single, at the same time The store is a marketing platform, customers can get a free e-commerce DM sheet after settling the bill at the cashier, and at the same time, some e-commerce unique products are displayed in the store; 3), some products are stored in the store, customers can buy them online and pick them up offline; 2) Supplier Resources: Integrate supplier resources, select some high-quality suppliers among nearly 2,000 suppliers, and request some of their product lines to be transferred to the online shopping mall as a whole and require the suppliers to develop online proprietary products according to the characteristics of the online users' needs. As a large number of suppliers have been working with company A, and, most importantly, a large number of payments have not been settled, so the integration of suppliers with a very high degree of cooperation, this save a lot of supplier development time. 3, brand resources: it is recommended that company A's online shopping mall name, domain name continue to extend that there is a brand name, so as to reduce the cost of the user, to shorten the cycle of marketing. 4, user resources: the company A's 4 million customers are categorized into Class A customers: users who can be transferred to the Internet; Class B customers: users who can carry out telemarketing; Class C customers: temporarily abandoned. By transferring offline customers to online, it saves a lot of promotion cost and promotion period. Through the integration of the above resources, the e-commerce operation team of Company A is not doing a zero-start thing, but standing in the shoulders of giants. Through the effective integration of the above resources, not only accelerate the pace of e-commerce, but also create a new business model, that is, e-commerce + the effective combination of traditional stores. The above seems to be a simple thing, but in many traditional enterprises, it is difficult to realize, which is the biggest problem or conflict of interest. Such as the above example of Company A, its store sales is an independent company, e-commerce is also an independent company, in the integration of resources, there is a conflict of interest, the store itself there is a lack of area of the problem, characterized by holidays, why also take out a certain area to e-commerce to do the show it? At this time, it will need the boss's wise decision-making. If the boss sees e-commerce as a strategic project, will provide some resources in the early stage, otherwise, once encountered resource conflicts, will sacrifice e-commerce. Therefore, traditional enterprises engaged in e-commerce, the first thing to consider is how to turn the stock of resources into incremental resources, but to obtain the stock of resources, must first get the boss ah! Tags: |