China's e-commerce has quietly gone through 12 years since the first year of e-commerce in 2008. In 2011, e-commerce will be the beginning of the next reincarnation. The rapid development of the industry has changed human consumption habits and changed people's pursuit of fashionable online shopping. Transformed into a basic form of daily life, more and more companies are beginning to pay attention to sorting out their own consumer groups and paying more attention to the transformation of consumer lifestyles. The changes of the times will inevitably lead to the emergence of new things. As e-commerce practitioners, we should pay more attention to Clearly understand where the road to e-commerce lies? How to effectively capture the market and turn those consumers into your customers. So after a good e-commerce platform is established, what kind of driving force is used to drive its rapid development? Based on my own experience, I have summarized 5 points to encourage everyone.
NO1. Price strategy. Online platforms always give consumers the idea of cheapness first, and convenience second. Of course, this is just a common concept, and some consumers put convenience first. If a platform does not have a price competitive advantage, how can it attract consumers? The traffic brought through hard work through online promotion can only increase popularity, not transaction volume. This is what we e-commerce practitioners least want. See it! So how to formulate an effective price strategy and avoid falling victim to low prices, you must analyze the characteristics of your company's industry, product characteristics, competitor characteristics, operational goals, development direction and other factors and take into account comprehensively. For example, I am responsible for the e-commerce of a company called Shen Shen. It is a leading electrical company in Hunan. For the entire industry, it is a domestic second-tier brand. Faced with such a brand, the obvious brand advantage can no longer become the core competitiveness. Only by leveraging the price strategy to leverage the market, the company's most influential product series must be used as a fulcrum to leverage the market and become one of the highlights for customers when they come to the platform.
NO2, product strategy. A company's product line is very rich, ranging from hundreds of varieties to thousands of varieties, but there are not many products that can really be adapted to be sold in the online market. Which series of products face high-end customers, which series of products face low-end customers, which series of products face mid-range customers, etc. It is necessary to segment the products, find the correct target group, and select the most competitive series as our main focus. Especially for the impact of offline channels, how to correctly avoid channel conflicts has become the top priority of product strategy, so that the online platform will not be profitable and will harm the interests of offline channels.
NO3, channel strategy. Now is no longer the era of going it alone. If the company's funds are not strong enough, or the platform is not high enough, and faced with how to open sales channels faster with limited operating funds, then the establishment of channels will be the first choice. Use your brand advantages and channel policies to attract others to do distribution and become an online agent. The more you do distribution, the greater your online sales will be. But the premise is that you must formulate the rules of the game. Don't wait until you have fully expanded to formulate them. Then It's too late. Therefore, in terms of channel strategy, we must be fully prepared to avoid channel confusion, damage to the price system, etc.
NO4. Promotion strategy. In fact, they are some basic methods of online promotion. Although everyone engaged in this industry is familiar with it, it may not be possible to achieve real results. It requires careful strategy and reasonable arrangement. According to the characteristics of the industry, product characteristics, Analyze the company's characteristics and purpose characteristics, implement various marketing methods in a step-by-step manner, and continuously evaluate the implementation status.
NO5. Management strategy. I believe everyone knows the importance of this. The management strategy determines the development direction of the platform. The management strategy needs to inject culture into the platform so that customers can feel the cultural connotation of the website. At the same time, it needs to guide the website in which direction to develop and how much time to plan for implementation. These are the basic elements of management, and they are also the tone of the website. All the work of the entire platform operation is to pave the way for the ultimate goal of the platform. We should attach great importance to website management, constantly adjust management ideas according to different stages of website development, and ensure that the final results of website operations do not deviate from the expected goals.
Original text: http://ssqjd.taobao.com/view_page-33173432.htm
Thanks andy19611 for your contribution