For the wave of e-commerce, it is impossible for the small and medium-sized enterprises or large-scale domestic and foreign companies to take a leisurely look. The must-selling e-commerce company also pays attention to this trend and provides enterprises with e-commerce outsourcing services. In fact, many companies have already taken active actions in trying to get a piece of cake in the online shopping market. However, the current corporate embarrassing e-commerce is facing an embarrassing problem is: the network has a unique marketing charm and huge market potential, if you do not develop online channels, is likely to be left behind by competitors; specifically, It is the conflict between online and offline channels. The must-selling e-commerce company has conducted investigation and research mainly in two aspects: the competition of consumers and the impact of prices.
The competition between online channels and offline channels is firstly a competition among consumers. This is also the source of conflicts. Due to the fast and convenient network transmission and the price advantage brought about by the simplification of intermediate links, the online channel as an emerging channel model naturally attracts consumers and at the same time creates a squeeze on traditional channels.
Due to the characteristics and advantages of online marketing communications, there are no logistics and warehousing costs for goods sold through online channels, and they do not need to bear expensive marketing costs, resulting in online sales of the same products at prices that are lower than those of offline retail stores. Whether it is the competition of consumers or the impact of prices, these are all conflicts of interests in the final analysis. Therefore, the main contradiction that urgently needs to be solved is how to balance the interests conflicts between online channels and existing offline channels.
How are the benefits of online and offline channels balanced? It is also a question that must be considered by e-commerce companies. In fact, this is a problem of resource integration and utilization. E-commerce is not only a front-end interface concept, but there are still many resources to be integrated in the back-end. In fact, in today's competitive eco-environment, all marketing thinking patterns of companies should face the consumer market. Distribution channels are not determined by companies, but consumers decide when, where and how to buy what they need. commodity. Only the establishment of online e-commerce models based on online and offline interactive channels is truly meaningful.
A well-known OEM clothing company in Shanghai is very precise about its online sales and offline channels. Its own brand, Casper John, has made great achievements with the help of the must-buy e-commerce company. Regarding the strategic positioning of online and offline channel construction, it is necessary to sell e-commerce companies that enterprises must clearly define what kind of position the online channel should occupy in the entire channel system of the enterprise and what role it should play. At present, companies involving water e-commerce are mainly arranging online channels as complementary to offline channels, but the future development trend is definitely the integration of online and offline. At present, it seems that when dealing with the relationship between online and offline channels, the thinking of many companies is mainly based on offline channels, and online channels are only used as supplements to offline channels. The conflict between on-line and off-line channels comes down to conflicts over the interests of channel providers. If only certain types of products are sold online, there will be differences between offline channels and channels, which will not cause channel distributors to panic and turn against the water. At the same time, it also effectively compensates for offline channels and can expand the company’s sales share. Specifically, in order to achieve differentiation, companies can adopt multiple ways:
(1) Online is the platform for dealing with offline channel stocks. This is to get the stocks sold offline to get the goods on the line to ease the inventory pressure of the brand. This is also the choice of many traditional companies. Online can not only sell low-priced goods suitable for the Internet, but also does not conflict with the image and price of offline stores.
(2)Online is a re-engraved platform for offline classic products. When the classic style online channels in previous years have been out of stock, these classic styles are chased for orders and sold online only. There is no conflict with offline channels, but It will help increase the company’s total sales share.
(3) Online provision of network ** products This refers to the development of product styles specifically targeted at online sales. These styles are not distributed online under the channel, the terminal can not be purchased, only sold exclusively on the Internet, such a differentiated setting, natural energy Avoid the conflict of interests between channels from the root.
The future is certainly a fusion of online and offline channels. This is an inevitable trend of development. Because of the diversity of consumer needs, there can be no single model that meets all needs. Especially when companies are willing to seriously consider the convenience shopping experience of consumers, the offline and online integration should play a complementary role. Then how can the integration of online and offline channels be specific? Must sell e-commerce company provides the following aspects can refer to.
(1) Unified pricing, flexible promotion Nowadays, on many well-known online shopping platforms, almost all products are cheaper than the market terminals. The price range is as low as 10–20%, and even more can be reduced by more than half. This is one of the main incentives for attracting online shopping consumers. However, the current low prices on the Internet are due to the fact that they are not yet standardized and their operating costs are relatively low. Once they are regulated, the costs will surely rise. The costs of online and offline channels tend to be consistent. Therefore, it is entirely possible to formulate a unified and strict price system. However, online and offline promotion strategies can be more flexible, which means there is no channel conflict, and the coverage of consumers is actually wider. Online platforms and physical stores have their own characteristics, complement each other, and coexist in harmony.
(2) seamless docking, harmony and win-win Online channel and offline channel form a common interest body, consumers can see the goods offline, online ordering, offline delivery, and enjoy the appropriate services, you can let Consumers feel more comfortable and more convenient.
(3) Personal service, multi-valued value For consumers, shopping on the Internet and shopping in physical stores are the same at the expense level. The different meaning lies in which shopping method can bring more Convenience and quality service. By providing consumers with more intimate and personalized services, they seek effective integration of online and offline sales during business sales, and explore more diversified value-added areas.
The competition between online channels and offline channels is firstly a competition among consumers. This is also the source of conflicts. Due to the fast and convenient network transmission and the price advantage brought about by the simplification of intermediate links, the online channel as an emerging channel model naturally attracts consumers and at the same time creates a squeeze on traditional channels.
Due to the characteristics and advantages of online marketing communications, there are no logistics and warehousing costs for goods sold through online channels, and they do not need to bear expensive marketing costs, resulting in online sales of the same products at prices that are lower than those of offline retail stores. Whether it is the competition of consumers or the impact of prices, these are all conflicts of interests in the final analysis. Therefore, the main contradiction that urgently needs to be solved is how to balance the interests conflicts between online channels and existing offline channels.
How are the benefits of online and offline channels balanced? It is also a question that must be considered by e-commerce companies. In fact, this is a problem of resource integration and utilization. E-commerce is not only a front-end interface concept, but there are still many resources to be integrated in the back-end. In fact, in today's competitive eco-environment, all marketing thinking patterns of companies should face the consumer market. Distribution channels are not determined by companies, but consumers decide when, where and how to buy what they need. commodity. Only the establishment of online e-commerce models based on online and offline interactive channels is truly meaningful.
A well-known OEM clothing company in Shanghai is very precise about its online sales and offline channels. Its own brand, Casper John, has made great achievements with the help of the must-buy e-commerce company. Regarding the strategic positioning of online and offline channel construction, it is necessary to sell e-commerce companies that enterprises must clearly define what kind of position the online channel should occupy in the entire channel system of the enterprise and what role it should play. At present, companies involving water e-commerce are mainly arranging online channels as complementary to offline channels, but the future development trend is definitely the integration of online and offline. At present, it seems that when dealing with the relationship between online and offline channels, the thinking of many companies is mainly based on offline channels, and online channels are only used as supplements to offline channels. The conflict between on-line and off-line channels comes down to conflicts over the interests of channel providers. If only certain types of products are sold online, there will be differences between offline channels and channels, which will not cause channel distributors to panic and turn against the water. At the same time, it also effectively compensates for offline channels and can expand the company’s sales share. Specifically, in order to achieve differentiation, companies can adopt multiple ways:
(1) Online is the platform for dealing with offline channel stocks. This is to get the stocks sold offline to get the goods on the line to ease the inventory pressure of the brand. This is also the choice of many traditional companies. Online can not only sell low-priced goods suitable for the Internet, but also does not conflict with the image and price of offline stores.
(2)Online is a re-engraved platform for offline classic products. When the classic style online channels in previous years have been out of stock, these classic styles are chased for orders and sold online only. There is no conflict with offline channels, but It will help increase the company’s total sales share.
(3) Online provision of network ** products This refers to the development of product styles specifically targeted at online sales. These styles are not distributed online under the channel, the terminal can not be purchased, only sold exclusively on the Internet, such a differentiated setting, natural energy Avoid the conflict of interests between channels from the root.
The future is certainly a fusion of online and offline channels. This is an inevitable trend of development. Because of the diversity of consumer needs, there can be no single model that meets all needs. Especially when companies are willing to seriously consider the convenience shopping experience of consumers, the offline and online integration should play a complementary role. Then how can the integration of online and offline channels be specific? Must sell e-commerce company provides the following aspects can refer to.
(1) Unified pricing, flexible promotion Nowadays, on many well-known online shopping platforms, almost all products are cheaper than the market terminals. The price range is as low as 10–20%, and even more can be reduced by more than half. This is one of the main incentives for attracting online shopping consumers. However, the current low prices on the Internet are due to the fact that they are not yet standardized and their operating costs are relatively low. Once they are regulated, the costs will surely rise. The costs of online and offline channels tend to be consistent. Therefore, it is entirely possible to formulate a unified and strict price system. However, online and offline promotion strategies can be more flexible, which means there is no channel conflict, and the coverage of consumers is actually wider. Online platforms and physical stores have their own characteristics, complement each other, and coexist in harmony.
(2) seamless docking, harmony and win-win Online channel and offline channel form a common interest body, consumers can see the goods offline, online ordering, offline delivery, and enjoy the appropriate services, you can let Consumers feel more comfortable and more convenient.
(3) Personal service, multi-valued value For consumers, shopping on the Internet and shopping in physical stores are the same at the expense level. The different meaning lies in which shopping method can bring more Convenience and quality service. By providing consumers with more intimate and personalized services, they seek effective integration of online and offline sales during business sales, and explore more diversified value-added areas.
Fleece Hat Scarf Set,Knitted Hat Scarf Glove Set,Womens Hat Glove Scarf Set
Wool Scarf Cashmere Scarf Co., Ltd. , http://www.nscashmerescarf.com