E-commerce: It is a piece of fat meat, but it is not easy to eat
1. Operation mode
Including the establishment of online brand stores (such as Tmall flagship store, JD flagship store, etc.) and exhibition and sales through online shopping malls (establishing your own portal website).
2. Practical analysis
Most companies will combine online and offline sales to walk on two legs.
It has to be said that in the “Internet +” era, online shopping has become a trend. If companies do not pay attention to e-commerce channels now, they will be out of date. E-commerce is indeed a piece of “fat meat”, but this piece of “fat meat” that is favored by everyone is far from as good as everyone imagines. Even if the gross profit margin is 40%~50%, there is no store fee for specialty stores, and there is no need to give profits to dealers, but the various fees of e-commerce platforms also make companies more bitter.
Take the promotion in Juhuasuan as an example. There are countless products. If companies want to increase sales, they need to attract traffic, and the cost is equivalent to advertising fees. There are dozens of traffic-generating projects, such as pop-up windows, push windows, and flash sales. If you don’t promote, your store will not be popular, the ranking will be low, and sales will not increase.
3. Application industries
Basically, industries that are closely related to people’s food, clothing, housing, and transportation can be sold through e-commerce channels.
TV shopping: There is “dry goods” under the veil
1. Operation mode
TV shopping emerged in the 1990s and has encountered a serious crisis of trust in recent years, but it still has market potential.
This professional shopping channel can be opened after approval by the State Administration of Press, Publication, Radio, Film and Television, led by TV stations, professionally operated, and broadcast 24 hours a day. It is an “invisible” channel for product sales.
For small and medium-sized enterprises that lack financial strength, are not well-known, and have difficulty in channel layout, you may wish to try this method.
2. Operation process
TV shopping model operation process: select the right channel → sign a speaker → reach a deal → end customer group
3. Application industry
Applicable to fast-moving consumer goods such as home appliances and health products.
Other sales channels – gift group purchase
1. Operation mode
The gift group purchase channel is called the magic weapon for the establishment of enterprises by industry insiders. In the early stage of the establishment of many enterprises, gift group purchase is the support for operation.
2. Operation process
Gift group purchase model operation process: import enterprise → (wholesale sales of products to) corporate customers
Mixed sales channel
1. Operation mode
Use the above multiple channels at the same time.
2. Operation process
(1) Some enterprises adopt both the distribution agency model (distribution by agents to small and medium-sized retail stores in the region) and the retail channel model (direct supply by manufacturers to hypermarkets) in the same area.
(2) Some companies that adopt the brand monopoly model also adopt the regional distribution model.
3. Reference merchants
IKEA sells in both physical stores and online.