For a long time, small and medium-sized B2C e-commerce companies have been in a relatively embarrassing and confused situation. There are no large companies like Vancl and JD.com to spend money on advertising, branding, and cultivating market share, nor are they as powerful as traditional retail tycoons. It has innate brand capital, does not have its own products and factories, and does not have the low-cost operation and mobility of users like Taobao and Paipai. So, in the era of rapid development of e-commerce, what is the development direction of small and medium-sized enterprises? Compared with large enterprises, where is the core competitiveness?
Recently I have been working on the operation of a small and medium-sized e-commerce platform, mainly engaged in the online retail of daily necessities. For a platform that relies entirely on product agents, what kind of ideas will it use to enter the market and cultivate its own customer base? Small and medium-sized enterprises have little capital and are small in scale. Therefore, they can target the local market and cultivate one percent of the millions of households in a city to become our loyal customers. I believe that the enterprise can still develop well.
The local market, from a customer perspective, has the following advantages:
1: Meet users’ timeliness needs
Although large shopping malls have many user groups, the delivery speed is relatively slow. I have purchased goods from JD.com, Dangdang and other malls, and the delivery speed is usually 3.4 days and 5.6 days. For daily necessities, they obviously have no advantage. If they target the local market, they can usually deliver them to the user's doorstep on the same day, which meets the customer's time requirements. Especially for vegetables and some daily necessities, users have more time-sensitive needs, and small and medium-sized enterprises certainly have unique advantages.
2: Meet users’ needs for trust
E-commerce is becoming more and more popular, but many users still have doubts about online stores thousands of miles away. This is different for local companies. They are very investigative. You can even learn about the company through verbal consultations from several colleagues and friends. The strength and credibility of the company make it easier for users to gain trust in the company and the platform.
3: Meet users’ low-cost needs
For the same product, when users buy it from an online store or a supermarket, there is not only a price difference, but also a time cost. For busy urban white-collar workers, it is also a good idea to save the time and energy of going to the supermarket for shopping after get off work. Not a bad thing.
4: Meet users’ after-sales service needs
What online shopping users are most worried about is the quality of the product, so after-sales service is very important. Returns and exchanges are the disadvantages of online shopping. For local e-commerce companies, they can be handled in a few hours, which can relieve users of after-sales service. concern.
The local market, from the perspective of the company itself, also has huge advantages, mainly reflected in the simplicity of marketing work. Promoting a local company locally will make the marketing work much easier. Anytime, anywhere, with a business card and a chat, All make marketing possible. Through local influential media, you can easily let corporate promotions reach thousands of households and establish the brand of your own platform.
Therefore, for small and medium-sized e-commerce B2C companies, they should choose their own target groups, and then carry out targeted marketing based on their comprehensive capabilities. If they adapt to local conditions, they will also have good development.
The first address of this article is the blog of Shangcha Youdao: http://www.xiao76.com/post/24.html . Please indicate when reprinting!
Thanks to zhanghua8311 for his contribution