How b2c e-commerce companies use the Internet to further enhance their crm plans

1. Positioning of e-commerce

Doing e-commerce is the same as doing traditional business. As there are more and more entrants in the e-commerce field and the competition becomes more and more fierce, enterprises are Before entering e-commerce, you must also position your e-commerce and brand well. This e-commerce positioning includes three aspects:

First, what to sell?

Just like physical enterprises must first make strategic positioning, e-commerce enterprises must first ask themselves: "What do I want to sell?" "What am I?" Today's B2C e-commerce, in terms of "what to sell" Regarding the problem, there are several solutions: multiple brands of the same type, multiple brands of different categories, single brand with different categories, etc. Each of these solutions has countless companies or individuals involved.

As a new company entering e-commerce, you must have a clear plan for your product portfolio. When planning product lines, you must clearly consider what core capabilities you have. How can you ensure that you have an advantage over others? Only after you think about this issue clearly can you know what you can do in e-commerce.

Second, who should you sell it to?

The business models corresponding to selling to white-collar workers, selling to high-income people, and selling to students are different. Who are our customers? What preferences do these customers have? What kind of products are they most willing to buy? What style do they like? How do they generally enter our website or mall? What are their purchasing characteristics? What are their delivery time and speed requirements? etc.

Only by fully understanding your target group can you know who to sell to and how to sell to them.

Third, what value do you provide to customers?

This value is not just the value of the product. The value that the author wants to emphasize should be your core advantage or core competitiveness. For example: higher cost performance? Better and more complete product supply? Differentiated products or services? More powerful industrial chain control capabilities? Fast and efficient supply chain service levels? Is it big enough? etc.

Only these core advantages or core capabilities are the real value, and they are also the ultimate guarantee for your success in e-commerce and for not being imitated and surpassed by others.

2. Business model planning

To sum up, traditional enterprise B2C e-commerce is mainly divided into three models according to its goals and resource allocation, namely: channel model, brand model mode, platform mode.

1. Channel model

Many traditional companies intervene in e-commerce just to open up another new channel and operate e-commerce as a channel. This includes those offline leading brands, brands with few offline channels and small brands.

In this model, companies can use e-commerce to sell goods, sell inventory, or sell another product series. To achieve this goal, the first thing companies must consider is how to resolve the conflict between online and offline channels.

On the other hand, if you want to adopt this model, then the strategy of "backing against a big tree to enjoy the shade" is more applicable. There is no need for enterprises to spend a lot of money to build their own e-commerce websites. Instead, they should make more use of ready-made sales platforms such as Taobao, JD.com, Joyo, Dangdang, and Paipai.com.

2. Brand model

The so-called brand model is to establish an independent brand on the Internet like PPG, BONO, and Eslite, to provide exclusive products and brands for the Internet, and Market and promote it.

By adopting this model, it is crucial for enterprises to cultivate their own positioning and core competitiveness. Moreover, the establishment of this kind of online brand involves the entire e-commerce system, and the attention and expense that companies have to invest are not much worse than operating a physical brand.

3. Platform model

The e-commerce platform model is like Dangdang and JD.com, which does not sell its own single brand, but integrates different types of products from other companies or Similar products integrate many brands and products for sale on an e-commerce website platform.

Nowadays, because many companies do not understand the platform model, they first say that they want to become an e-commerce platform like Dangdang and JD.com to sell various products. They forget that this platform model is the most difficult model and cannot be done well by ordinary companies.

Because the platform model involves the upstream, midstream, and downstream of the same industrial chain, it also involves the upstream, midstream, and downstream of different industrial chains and the integration of different industrial chains. Therefore, for the platform owner, How to effectively integrate these different industrial chain entities requires extremely large core capabilities and resources, and the operation is also very complex. The biggest test for Taiwan owners comes from "control".

Vertical Integration tests the company's control in depth, while the platform model tests the company's horizontal coordination and balance of various resources and products. Because Tencent has its killer product QQ, it can build a closed platform that is decided by itself. And latecomers will cover those closed platforms with new platforms that are more open and integrate more information, services and applications. At this time, whether the platform owner has the control to control the platform, for the platform owner, it is The biggest test.

3. Front-end product and marketing system

Excellent front-end operation capabilities include excellent product positioning and combination capabilities, product display capabilities and category management capabilities, as well as marketing Promotional capabilities and the ability to tap customer value.

1. Product mix and display

The problem of product positioning and product mix is ??the "what to sell" problem mentioned above. In addition to what you sell, you also need to pay attention to your product mix. Which products are popular? Which products are profit products? Which products are high-volume products? Only by combining these product series with different functions can the value of e-commerce be maximized.

The problem of product display involves how to divert the influx of consumers to relatively personalized pages, and how to perfectly reflect the company's core appeal and value delivery on the landing page. Good product display It can improve the conversion rate, but to achieve the improvement of the conversion rate, great efforts need to be made in various aspects such as product price, product sales, product evaluation, product photography, product description, core value, etc.

2. Internet Marketing

The marketing of physical enterprises is very complicated in terms of brand building, brand communication, and channel construction. Internet marketing for e-commerce is equally complex. How to use accurate and effective marketing and promotion methods is the key to online marketing. Because of online promotion and dissemination, its cost is the same as offline CCTV advertising. The price is high and rising (for example: the price of shopping navigation has increased from 180,000 per month last year to 380,000 per month now. Now e-commerce Promotion costs have increased by two to three times.) If you are not careful, the high promotion fees may be wasted.

The most commonly used marketing methods in e-commerce mainly include: portal advertising, client software advertising, search rankings, online merchant alliances, EDM email marketing, BBS community marketing, SEO search engine optimization, points marketing, and catalogs Marketing, event marketing, friendly links, blog Weibo promotion, Q&A marketing, video marketing, authoritative encyclopedia marketing, soft article promotion, CPS agency sales, word-of-mouth marketing, etc.

At the beginning of e-commerce marketing, you must establish some internal connection with various comprehensive e-commerce platforms (such as Taobao) and build an interoperable e-commerce platform so that these comprehensive e-commerce platforms Bring more traffic to your website.

3. Customer value mining

Traditional companies all know that the revenue from an old customer is far greater than the revenue from a new customer, and the cost of maintaining old customers is But it is far less than the cost of developing a new customer. This is the importance of customer value mining (including CRM system).

In e-commerce, customer flow is important, but conversion rate and unit price are equally important. To achieve simultaneous optimization of the three, member management, service and marketing are a core task of e-commerce.

Generally speaking, the churn rate of registered users who have not purchased for 3 months will be more than 50%, and the churn rate of registered users who have not purchased for 6 months is close to 100%; on the other hand, the repeat purchase rate for 3 months If the repeat purchase rate is less than 10% and the six-month repeat purchase rate is less than 20%, it means that the company has made mistakes in exploring and maintaining customer value.

4. Backend supply chain management system

As we all know, e-commerce tests not only the front-end operation capabilities of an enterprise, but more important than the front-end operations, it should be the back-end supply chain management capabilities. . Supply chain management includes: order forecasting and production capabilities, order processing, warehousing cost management, goods picking and distribution capabilities, procurement systems, information systems, etc. Among them, the most important ones are the procurement system, logistics system and internal information system.