企业玩电商,前途光明但道路曲折

企业电商化的困难     企业电商化成为当前热点话题,因为电子商务师大势所趋。来看一组数据:2011年网民规模5.13亿,互联网普及率38.3%,30-39岁网民占25.7%,网购用户达到1.94亿,年增长率20.8%。网络零售渗透率,4.2%,其中化妆品的网络零售渗透率最高,达到16.3%,3C其次,为15.6%,服装行业渗透率为14.3%,家电为6.3%。2011年全年网络交易额7735.6亿元。网购市场的快速增长,和巨大的消费力,让整个市场前途一片光明。

然而道路确是曲折的,当前企业电商化不得不面对的问题:

1、招人难,招与岗位匹配的人,难上加难。

2、复合型人才稀缺:随着企业加大对电子商务投入,从一个电商组,到中心部门,再到独立电子商务公司运营,对人才要求,不仅有电商经验,而且懂得管理。这类人才非常少。

3、赔本赚吆喝。如今都是圈地时代,有几家平台电商是盈利的呢。

4、不推广,没流量。以淘宝为例,05-08年都还好,网上的店铺都有饭吃,到了2011年,发展到600多万家,你的生意,不推广哪来的流量。大家都在竞价直通车,竞价钻展,不要以为淘宝好做,因为推广成本已经越来越高,你不推广,就没有流量。另外,独建商城,更是如此。

5、线上线下冲突。网络经销商还容易管理,怕的是原来实体渠道经销商,将货物放到网上卖,价格难以控制;

6、价格混战,非死即伤。网络上频发价格大战,网购购物成了低价的代名词。甚至一些优质的客户也“被低价化”,这类客户即使对价格不敏感,但也难以找到符合他需求的高质量,新款产品。取而代之,更多是低质量,低价格商品,或者库存商品。

7、ROI太低,老板预算不能批。“一直亏,还投不?”感觉电子商务变得越来越高成本,那么电子商务的意义到底是什么?如果入不敷出,为什么还有这么多企业往里头蒙扎?

8、用户只是过客。网络用户只需要轻轻点击鼠标,轻而易举去到别人家店铺,网络用户忠诚度低说的就是当下网购人群。

9、经销商造反。企业需要防范,做电子商务,那么原先的经销商经销商怎么办,线上是否会抢占本是线下的存量市场。那么,经销商的利益怎么保证?

10、资本降温。风投资本的热度渐渐减去。

10个难题,直击当下企业电商化的痛处。

25 thoughts on “企业玩电商,前途光明但道路曲折

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