The Battle Of Traditional Clothing Enterprises To Touch The Net: Electronic Commerce Is Only Seen As Online Sales.

Traditional enterprises do not lack core competitiveness, but what they really lack is right. Electronic Commerce Understanding and understanding. A garment producer Wenzhou Entrepreneurs, combined with their experience of doing e-commerce, say that traditional enterprises tend to regard e-business as online sales.

E-commerce, online sales, traditional enterprises "touch the net" and "retreat network"

Metersbonwe, a fashion apparel brand, was launched in early 2010. Previously, the wedding bird costumes cost 122 million yuan from Wenzhou Bo Rui tomorrow Industrial Investment Co., Ltd. to acquire 80% stake in Shanghai Bao bird Clothing Co., Ltd., becoming the largest shareholder of the costumes and the first step in the network sale of men's wear.

However, neither the resources allocation, logistics distribution or marketing operation of the two enterprises can meet the needs of the development of the electricity supplier, especially in the face of professional B2C competition. In the end, the two water test makers ended up in a naught: the about 60000000 yuan of Bong's purchase was in vain, and BONO was stagnant after the resignation of the then president, Tian Jian.

"Traditional enterprises do not lack core competitiveness, but what they really lack is understanding and understanding of e-commerce." A Wenzhou entrepreneur engaged in garment production combined with his own experience of doing electronic commerce. Traditional enterprises often regard e-business as online sales, but they never think that it will change the whole supply chain mode.

The traditional supply chain is a product oriented sales oriented, and in the Internet era, what enterprises need is a sales process guided by terminal consumption demand. Because of the misunderstanding of e-commerce, traditional enterprises have been inadequate at the beginning of the network.

In addition, the lack of professional operation team is also the second obstacle for traditional enterprises to touch the net. Pan Yalan, a professor at Hangzhou Dianzi University, believes that with the development of the electricity supplier industry, whether or not we have enough talents has become a key factor in the success of e-commerce.

Professional personnel and logistics distribution team outsourcing enterprises "short board"

Faced with all kinds of difficulties, traditional enterprises began to choose e-commerce outsourcing enterprises to reshape online sales.

The benefits of e-business outsourcing to traditional enterprises are that they can help companies reduce costs and improve efficiency, such as software, logistics The links of payment, operation and customer service are all traditional businesses tend to choose outsourcing. Elmar, commercial director of Information Technology Co., Ltd., Wang Jingjing, said that in the mature markets of Europe and America, traditional enterprises have always been the protagonists of the e-commerce industry.

Data show that in the list of top 500 retailers in the US online, more than 80% of the enterprises are traditional brand network businesses. Most of the top ten e-commerce websites in the United States, except Amazon, belong to pure e-commerce enterprises. Most of them are upgraded by traditional retailers, and more than 60% are operated by E-business outsourcing enterprises.

What problems can the third party organizations solve for the traditional enterprises to touch the net? In the view of Zhu Xiaojun, vice president of net Sheng business treasure, the biggest problem of traditional enterprises is information management. "E-business relies on electronic information technology, with the standard of process management. The whole e-commerce process involves front-end sales, bulk order processing, supply chain capabilities, distribution and allocation capabilities, all of which require strong information systems to support. There are few e-commerce systems in traditional enterprises. "

Secondly, the lack of traditional enterprises in the field of electricity providers will be improved. With the rapid development of e-commerce, talents have become the scarce resources of every business enterprise. They are regarded as the core competitiveness of enterprise development, whether they are professional electric business enterprises or traditional enterprises that have just touched the net.

A more direct advantage is that e-commerce outsourcing companies have many years of Internet and retail experience of the electricity supplier operation team, allowing traditional enterprises to reduce e-commerce access time and capital costs.

　 Hangzhou "big" market "In 3 years, 6 thousands of SMEs have access to the Internet.

Earlier this year, an electrical appliance manufacturer in Ningbo announced the establishment of an official mall. He chose to cooperate with an e-commerce service company in Hangzhou, which is the sole authority to operate the official mall of the enterprise.

They pioneered a brand new comprehensive e-business platform integrating online commerce and offline store spanactions, relying on the rigid demand of consumers, and adding a new online equivalent exchange mode. It not only evaded the risk of online spanaction quality such as Taobao and pat, but also had the characteristics of altruism and Huimin.

This case has been more and more in Zhejiang. Under the dual driving of policy and market, Zhejiang has become one of the most developed areas of e-commerce in recent years. The application of e-commerce in small and medium-sized enterprises is leading in the country. 20.8% of SMEs in the province have launched electronic business, far higher than the national average level.

Hangzhou is also trying to make the city's more than 70 thousand enterprises touch the net. Recently, the Hangzhou municipal government is committed to accelerating the "386" Internet access project of small and medium-sized enterprises, and ensuring the goal of "3 years' time to make 80% of the whole city's small and medium-sized enterprises, namely, 6 thousand small and medium-sized enterprises get online". According to the introduction of Hangzhou SME Service Center, more than 15000 enterprises have been trained in Internet Engineering, and more than 2300 websites have been built for them.