卡一电商给企业客户的一封信

电商企业 信

     我是喻旭,“宁静致远”是我一直追求的,因为心里浮躁,尤其是当下的社会,当下的电商行业里,更是如此。于是,写作成了抚平浮躁的一种手段。也算是给自己一次次经历的总结。

    做电商很苦逼,那是一种逃避心态,我更加感觉是“整个线下零售的营销及服务过程在线上更有过之。”于是,要掌控的点太多,有动脑的,也有动手的,怎一个复杂了得啊!

     喻旭与很多企业老板接触,发现“电商就是快速赚钱的手段”这种思维仍然大量存在。不知是哪些培训机构或者会议营销机构给灌输的。是的,企业被忽悠了,更加容易和你签约,但后续呢?问题是,企业目前的实力能够快速承接网络赚钱法则吗?这些企业有“烧钱”的心里素质吗?没有的话,请谨慎触网。

     卡一电商在帮助企业做电商过程中,陆续发现一些问题。这些问题,无论是合作商还是企业自身可能都会遇到,这里我将一个客户的电商网站作为分析案例,这是一个女装类目的店铺,供参考。我以信的方式给到企业负责人。

 

首先,是电商观念问题:

1、电商的繁荣是表面的

     我们看到的往往是成功的天猫店铺,但那只是冰山一角,90%的天猫店是不赚钱的,也许不止如此,天猫不会告诉你真实数据。当下,电商的繁荣,只是表面,是国家工信部、各省市经贸、电商平台机构、服务机构、培训机构在共同做蛋糕和分蛋糕,我估计这3年内会上演一场2000年的网络泡沫,大批电商企业服务机构退出,电商风投机构退出。

2、电商快速赚钱是误导

     互联网用户习惯了“免费”策略,QQ、360、淘宝平台等,都是从免费做起,有了用户再赚钱,这是目前整个网名的消费习惯,认知习惯。网民也将这个习惯带到购物中,因此,网络购物就像一个折扣低价卖场,这就是现实。诸如纳纹服饰等品牌也赔本了3年,直到现在才盈利。简单说,两步走:

     (1)“烧钱”赚用户

     (2)从用户身上挖掘剩余价值

3、不是线下卖得好,线上也能卖得好

     (1)互联网购物一个重要词是”比价容易”,若干同类商品集中展示,价格样式一清二楚,比线下容易。

     (2)消费戒心高,因为看不到摸不到,对一个陌生店铺陌生品牌,一定不会一下买高价商品。

因此,选款和定价要贴合线上市场以及竞争对手。

 

其次,当下天猫店铺要重点解决:

1、定位问题

目前的整个店铺风格,除了定价是中高端,其他都看不出哪里有中高端的影子。表现在:

     (1)服装款式问题:没有主线,款式挑人,撞色方式挑人,与30岁左右的“轻成熟”“轻奢”有偏差;

     (2)模特问题:姿势、面容、眼神、拍摄背景,都感觉是小清新、可爱、甜美,与30岁左右的“轻成熟”“轻奢”有偏差。

     (3)店铺装修视觉感受也变成了可爱,清新感觉。

     综合以上因素,定位不清,视觉感受与日韩风格直接冲突,而日韩又是低价代名词。

2、退货率问题

     (1)目前退款率已达到15%,且仍在上升。远超过了行业平均水平,这会对整个店铺的自然流量有影响;

     (2)退款速度也超过了同行平均;

3、引流款价位问题

     电商推广一定是某几款低价销售用来引流,比如小西装在160-180元左右,才能有引爆可能。4月初,在208的时候每天自然销售都能到10几单,255的时候回到5单。目前搜索“小西装”关键词,排在第3页,如果价格下降,销量增加,则能进1-2页,整个店铺自然流量就能大幅提升。带动其他商品关联销售的大幅提升。

“单品爆 则 店爆”,这是必须的。前提是,亏本引流,尊崇互联网法则。

     这里关于推广问题,我们也用排除法试过(方法包括:直通车、活动、宝贝标题优化、上下架、详尽的页面描述),各种方法试过了,转化率仍然很低。因此,可以说明,重点解决是在1、2、3问题上。

     尤其是定位问题,“小而美”才能活得更好。你店铺的调性明显吗?

 

     其实,上面的1、2、3问题,更多是企业主观念问题,当他们发现电商并非能快速赚钱的时候,他们开始怀疑和动摇。做得好不好,首先就是要改变这个观念,当然前期的代价是很大的。因为要“烧钱”,辛苦赚来的钱。有的退出,有的维持,有的则是坚信,引入更多资金。

     整个电商趋势,是毋庸置疑的,企业做电商需要的是冷静和慎重,你准备好了吗?

31 thoughts on “卡一电商给企业客户的一封信

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