[China Glass Network] Since 2010, the reporter has found that traditional Chinese enterprises are actively entering the e-commerce market. They hope to use their own resource advantages in traditional industries to integrate with industry experience and e-commerce to seize the commanding heights of future development. According to new statistics from China Internet Network Information Center (CNNIC), as of December 2010, the number of online shopping users in China reached 161 million, and the usage rate increased to 35.1%. In 2010, the user's annual growth rate was 48.6%, and the growth rate ranked first in various applications.
Experts believe that although the “electric shock†of traditional enterprises can help enterprises reduce marketing links, reduce operating costs, and increase transaction rates, they can communicate with domestic and foreign corporate customers and achieve business trade without the influence of space distance. However, for enterprises that have been focusing on traditional businesses, the e-commerce of enterprises still faces many difficulties.
The first is the issue of cross-industry experience management. Most of the traditional business is to buy and sell, that is, to produce a product, and then to sell, is a more active behavior, and the Internet business has a good product is not enough, but also how to operate it, how to interact with users, constantly Adjusting according to the needs of users is a relatively passive behavior. Ding Guodong, CEO of Jitongbao, believes that traditional enterprises in the industry are superior and professional, and enjoy advantages in terms of brand and resources. However, across the e-commerce field, business managers’ management ideas and operational experience are still lacking, and it is inevitable to pay more. tuition.
Followed by a professional talent team. Carrying out e-commerce involves the integrated operation of the e-commerce platform system from the upstream supplier to the downstream distributor to the consumer, and requires the coordinated development of upstream and downstream related enterprises to match and develop, so that e-commerce has talents and technologies. The demand is very different from traditional industry operations.
Then there is the cost of e-commerce. E-commerce is not simply a website, it is not just the release of information. In order to expand in a new field such as e-commerce, from project establishment to team formation, to platform development, functional testing, website content construction, promotion and operation, etc., the research data of Inter-Tongbao shows that the conservative estimation period is 1 year, and the capital investment The cost is less than 1 million. Such time and capital costs may not be affordable for the average company.
In addition, because the Chinese Internet has always been known for imitation, the homogenization of the website is more serious. Once there is a new model, there are hundreds of thousands of websites with the same pattern in a flash. Therefore, in order to stand out from the crowd during the “electric shock†process, all innovations must be made. "Without innovation, there is no way out," said Ding Guodong, CEO of Tongtongbao.
Furthermore, it is a very complicated process to make a website brand influence from scratch. Now there are several industry e-commerce websites in each industry, basically "China", "China", "Global". For the website, don't say whether it can really afford this leader. From a legal point of view, it is legal to use such a website name to be approved by the ministry. The policy risk cannot be ignored. Even if the policy does not intervene, such a website name does not have any intellectual property rights. Because there is no trademark ownership, anyone can call the same website name without infringement. There are many websites in the market that are also called a website name. Multiple websites exist. It is very difficult for a new station to fight alone and fight a brand. The capital, experience and time cost of investment cannot be estimated. Why does Juntongbao adopt a unified brand chain business model to solve this problem, as long as there are 5 to 10 industry websites that start with Yitong Tongbao, the brand effect will be reflected, and other follow-up Yitong Tongbao will start. The industry website can share the brand influence. Moreover, the Tongtongbao terminal is the basic brand support. The industry website of the Tongtongbao brand chain model is a fast and effective way to share intangible assets, Zhang Yangping, chairman of the company.
Traditional enterprises need to change their thinking to operate e-commerce projects. It is not necessary to start from scratch. It can be used by me with mature Internet technology and operational experience, which can greatly shorten the development cycle and operational risks. Throughout the domestic e-commerce market, the technology and operating system have become more mature, and the use of capitalism is an effective way to save labor, save time and save money. For example, as an industry website cluster,
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