传统企业做电商的一点思考

        这段时间,不管是电话咨询的,还是间接听到身边朋友说的,都阐述了一个问题:传统企业老板看到了电商这块能赚钱,纷纷建平台,马上急于推广,恨不得下一秒就能有订单,但结果是钱砸了进去,订单却零零星星。这是传统企业对电子商务的错误理解。他们看到的是成功的案例,却没有看到背后的艰辛。也许早些年“触网”的人,多少赚到了钱,而如今,大家都看到这块肉,不是触网就能赚钱的,消费者学精了,他们的行为在变化,他们网上消费更加理智,因此,传统企业也需要随之变“精”。

     1、老板要授权。我接触的几个老板,找到几个电商人才,负责公司电商平台建设和推广,刚开始还做的有声有色,而不久,队伍就开始陆续离职。通过与他们沟通了解,老板对线下渠道运营非常精通,常常把习惯的方法施加到线上模式上。电商团队在老板的干预下,觉得没有出路,老板所描绘的蓝图也难以实现。

     2、老板要学会等待。电商不是建好平台,马上就能有订单的,还需要一段时间运营。如果是自然排名,那么整个SEO过程会比较长,做SEO的也不能保证说多长时间关键词能排名到第几位,产生多大流量。毕竟搜索引擎的规则也在变化。当然,老板有钱,愿意砸广告,那也是能快速带来流量的。

     3、在对外推广前,请先看看平台转化率。几个客户打电话来,要我帮他做网络推广。看了下他的平台,非常粗糙,现在做就是白烧钱。我帮您把客户引入进来,他不买怎么办?那推广费用不是白花啦。

    4、不要以为淘宝开店容易,成本低。早些年淘宝上开个店,靠关键词自然排名就能有流量有订单。而如今,600万淘宝卖家,你还指望自己关键词能排名前几吗,难。淘宝关键词排名规则也在调整,销量、转化率、好评、商品停留时间等都影响着你的关键词排名。开店之初,很难靠关键词排名带来自然流量啦。因此,“花钱买流量”成为现实。直通车、卖霸、钻展等各种花钱的手段等着你。

     5、提前储备电商人才。电商做大了,人才也得持续供应,而电商人才紧缺的现状却非常突出。“你这有美工吗?你这有设计吗?”很多朋友问我,我也是愁这个问题啊。所以,人才这块一定要储备,即使不储备现成的,起码你面试过的,电话过的名单信息都留下来,等需要的时候再联系。

     6、提前储备第三方合作资源。电商是个产业链很长的领域,传统企业难以将整个产业链通吃,且这个领域全新,你不知道的很多。因此,你需要找合作方。比如:物流、第三方软件、代运营、咨询培训等。同时,电商是以消费为导向的,产品的推出都是根据消费需求定制化生产的,柔性要求高。供应链、生产、美工设计、客服、物流,这些也变得“柔性”,因此,你需要找到这些领域的合作企业或个人,在高峰期间找到他们,以防爆仓、卖断货、客服爆单等问题。

13 thoughts on “传统企业做电商的一点思考

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