企业做电商自建团队还是代运营

kayi_logo     “借船出海”还是“造船出海”?难以抉择!

     企业开展电子商务不得不遇到一个问题,自建团队还是代运营。自建团队,可是团队不好找,核心人才难寻,因为核心的人自己开公司啦。而普通有过淘宝经验的人更多是人力,缺少整个策划和管理能力,难以统一电商部门大局。那么,选择代运营成了企业的首选,然而,代运营也有一定弊端。

    

 

一、自建团队和商城代运营优劣势

 

 

自建团队

商城代运营

收益

  • 收益持久
  • 但见效时间慢
  • 收益归企业自身
  • 见效时间快,立竿见影。
  • 效果随着项目结束而减弱,难持久。
  • 收益由企业与第三方公司共享

成本

  • 一次性投入相对高
  • 还有后期管理成本
  • 一次性投入低。
  • 管理成本低。

团队归属

企业自己

第三方公司

服务方式

现场

现场+远程

优劣势比较

优势:

  • 企业建立自己团队、运营体系。
  • 企业容易掌控。
  • 相对企业自己摸索,更加快速找到触网途径。

劣势:

  • 产生业绩的时间较长,一般为4个月以上。
  • 人才难寻,团队组建过程慢。
优势:

  • 能够快速产生销售收益。
  • 企业运营成本低。
  • 相对企业自己摸索,更加快速找到触网途径。

劣势:

  • 企业难以形成自己核心能力。
  • 收益需要与第三方代运营公司分成。

 

 

二、自建团队和商城代运营的注意要点:

 

     在自建团队和选择代运营方面,可以引述天猫服务频道上的图做说明:(点击看大图)

从上图,无论是国外品牌、国内线下品牌还是淘品牌,他们都会遇到自建和代运营的选择。

 

三、商城代运营是主流,费用组成分三种

 

     有数据表明52%的企业会选择代运营,因为更多企业谋求短平快的谋利方式,同时他们也不愿意投入资源用较长时间去培养自己的线上渠道。那么,当下有几种代运营合作模式呢?主要分三种:

1、基础服务费

2、基础服务费+佣金

3、佣金。

目前,代运营以第二种“基础服务费+佣金”为主。笔者从网上调研了下当下代运营服务的公司,如下:

代运营

 

四、商城代运营的服务费用

 

基础服务费用,在10-15万/年,佣金在销售收入5%-10%之间,当然这个也要根据具体类目及企业实际投入来定。具体看下图:

 

 

 

 

 

 

 

 

 

 

对于,没有商城的企业,可以选择代运营全包,包括:商城申请、摄影、美工、文案、推广、客服。

针对已经有商城的企业,可以选择增值服务,如:

1、店铺从装修:如店招(页头、页尾)、收藏、联系方式(E客服)、购物须知、促销轮播、分类图片、相关推荐以及模板附带其他模块

2、商品选择策划:如宝贝的描述模板、宝贝描述策划、商品的标题优化,上下架服务;

3、推广策划:如推广方案、直通车优化、活动策划等;

 

五、商城代运营的合作流程及要点

 

 

卡一电商提供企业自建团队的顾问服务,同时也提供商城代运营服务,帮助企业快速触网,提升网上销量。

33 thoughts on “企业做电商自建团队还是代运营

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