What impressed me the most was that the boss of a casual shoes brand enterprise with offline sales of more than one billion said firmly when talking about e-commerce: "I don't know e-commerce, so I don't do it, and I won't do it in the future." His attitude is very firm. I can't believe that the e-commerce boom in full swing hasn't affected him at all. It's not that he doesn't know the importance of e-commerce or that he doesn't want to do it, but that he doesn't know how to carry out e-commerce effectively. In fact, he is also the pioneer of traditional enterprise e-commerce. As early as the beginning of 2009, he established the e-commerce department. However, because I don't understand e-commerce, I rushed in with my experience in the traditional marketing environment, and I was hurt as a result, thus losing confidence in the Internet.
Later, in the process of communicating with traditional business owners who have already done e-commerce or are preparing to do e-commerce, I deeply realized that traditional enterprises are too confused about how to develop e-commerce. Nevertheless, a large number of enterprises are very eager to start e-commerce. However, the change of concept consciousness, organizational structure and system, the defects of professional standards, the construction of talent team and other issues have been in front of traditional enterprises, leaving many business owners at a loss.
At present, most of the books on e-commerce in the market are about Taobao operation, or just tell traditional enterprises the importance and market opportunities from the strategic height of enterprise development in theory, and there is always a lack of a series of tools that can guide traditional enterprises, especially small and medium-sized enterprises, to develop e-commerce in cognition and practical operation.
We clearly see that the internet age has brought unprecedented changes to our work and life. The digital and information-based way of life and the industrial production revolution have brought new opportunities and challenges to the whole world economy. In particular, the emergence of e-commerce has greatly changed the operation mode of social economy and created new social values in the process of transforming the existing social value structure. The combination of e-commerce and traditional industries will not only deepen the practical application of e-commerce, but also bring vitality and vitality to the development of traditional industries.
E-commerce is a very important part of enterprise competition in the future, and it will play an increasingly important role for enterprises to build their own core competitiveness. In the future, it will be the "enterprise standard" of most traditional enterprises. Imagine how much energy will be generated by the combination of "traditional enterprises" and "e-commerce".
China's e-commerce started late, and it is only in recent years that traditional enterprises carry out e-commerce. Traditional enterprises have no clear ideas on how to develop e-commerce, whether in consciousness or in operation, and they are still in a stumbling stage. 10 million yuan investment, the final failure is not uncommon. This has seriously hit the confidence of traditional enterprises in developing e-commerce, and also hindered the development of e-commerce in China.
In view of this situation, I am determined to integrate the core knowledge of e-commerce at all levels, combine my years of traditional marketing experience and practical experience in e-commerce, and present it in the form of words and charts, hoping to spread it widely in the field of e-commerce, launch a clear operational idea for traditional enterprises to develop e-commerce, help them develop e-commerce in a healthy and orderly manner, and make a modest contribution to the development of e-commerce in China.
This book is divided into five chapters, 1 appendix. Chapter 1 briefly expounds the development of e-commerce in China, and quickly enters the core content of this book. The second chapter expounds the strategic planning of traditional enterprises to carry out e-commerce, including brand positioning and operation mode positioning. The third chapter analyzes the establishment of e-commerce system, such as brand management system, marketing management system, commodity management system, data management system and so on. The core content of the fourth chapter is the specific marketing promotion and distribution content. The main purpose of the fifth chapter is to put forward some guiding methods for traditional enterprises to carry out e-commerce activities, some of which are "safe ways" they have experienced personally. The appendix is a management manual, which is proved to be practical. Traditional enterprises with self-built teams can learn from their own e-commerce teams, so that traditional enterprises can quickly understand and manage e-commerce teams when they quickly enter the e-commerce industry.
In order to avoid homogenization with other similar books, this book is carefully planned in content, and most of the theoretical content has been cut off. A large number of charts and tables are combined to display the content. Chart is the display of core content, text is explanation and thinking, and table is the application of actual operation process.
This combination mainly considers the following three reasons:
1. It can make books concise and easy to read.
2. Pay attention to practicality.
3. If you don't know how to operate, you can also directly intercept the application part as a reference for the enterprise.
I believe that by reading this book, traditional enterprises can acquire the knowledge they need and really help them solve some problems. I also hope that more people of insight can come out to communicate with each other and share experiences and ideas, thus promoting the rapid development of the whole industry.
The smooth publication of this book is due to many friends who supported and helped me. I am grateful to my assistant Guo for making many charts for me, and also to General Manager Guo Jieqing and Miss Guo Jieqing of Fujian Trading Co., Ltd., Mr. Zhang Shaohua of Net, and Ms. Qiao Feng, Marketing Director of Di Hong Light Industry. They often communicate with me to make this book more practical. Thanks to Mr. Lin Ruihe from Electronic Industry Press for encouraging me to finish this book. Finally, thanks to many friends who supported me in writing this book. It is your support that motivates me to finish this book. thank you
Su Jing
June 20 12