Traditional Clothing Retailers Face Six Obstacles

The Research Report on "2011 traditional retailers' online retail business" recently released by China chain operation association shows that although the development of China's traditional retailer online retailing business is booming, it has really acquired. benefit There are few and far behind enterprises, and there are six main problems. avoid 。

The first is consciousness and system. Whether or not to carry out network On the issue of retail business and how to carry out this business, many executives do not have a clear understanding.

In the operation system, the traditional retail industry has no definite positioning for the network sales management, and lacks an accurate management mode and framework.

Next is the left and right hands. Reciprocal beat Problem. When retailers want to do e-commerce, the most tangled point is: if online and offline prices are the same, they are too competitive on the Internet; if the price of the Internet is competitive, the price must be lower than the line. It's like hand to hand stroke.

Third, the change of supply chain and logistics distribution. Traditional retail logistics is a kind of B2B logistics mode, while online retailing puts forward different requirements in terms of commodity organization, distribution speed and distribution refinement, such as small scale, small batch, point to surface, comprehensive services, etc.

Fourth, physical marketing is different from network marketing. Traditional retail Consumers are not enough to analyze consumer behavior and habits on the Internet. network marketing Experience is also lacking, especially in terms of customer service, especially in marketing and innovation.

Fifth, costs and profits are hard to predict. Generally speaking, if we want to build a network retail business covering the whole country and reaching 100 million yuan, the initial investment will be at least 30 million yuan. If you invest in a new store, it will be very profitable after three years, but if you invest in the B2C business, it will be just the beginning, whether you can make profits or not, and how much you need to invest.

Sixth, the problem of talent can not be ignored. In contrast, the salaries of traditional retail enterprises are low, especially in terms of professional talents (such as web design and network marketing), which are much lower than those of pure Internet retailers, which results in a high rate of brain drain in traditional enterprises.

Statistics from the Ministry of Commerce show that as of December 2010, the volume of e-commerce spanactions in China has reached 4 trillion and 500 billion yuan, an increase of 18.4% over the same period last year. The scale of online shopping users reached 161 million yuan, with a spanaction volume of 513 billion 100 million yuan, an increase of 98.4% over the same period last year, accounting for 3.27% of the total retail sales of social consumer goods in the whole year.