HC Network (HK8292) is a leading B2B e-commerce service provider in China. Relying on the network platform and advanced search technology, we will build an honest supply and demand platform for small and medium-sized enterprises and provide all-round e-commerce services. At present, HC has nearly 2 million enterprise users, and more than100000 enterprises publish important information such as supply, procurement, bidding and agency every day, with an average daily business opportunity of hundreds of thousands. Many suppliers have completed the preliminary work of the transaction here and obtained long-term purchase orders from buyers.
Alibaba
As the largest e-commerce website in China, Alibaba has always been recognized as the benchmark of e-commerce, and Ali is one of the earlier e-commerce websites. After years of market precipitation, Ali has accumulated rich experience in website operation and formed the fourth mode of serving small and medium-sized enterprises. These are well reflected on the website, and the following analysis is made.
I. Introduction:
Established: 1999
Business model: site promotion, integrity, Alipay.
Business model: supply and demand information. third part logistics
Advantages 1. It is superior to other e-commerce websites in terms of membership management, information management, website interactivity and marketing promotion. China suppliers on the platform are mainly small and medium-sized enterprises. For most suppliers, it is cost-effective to invest in such a platform, and its renewal rate is also high. Judging from the popularity and actual effect, Ali really wants to win. Indeed, "integrity" can also be reflected in the platform. Ali's honest member is now 2800 RMB. In fact, more than 90% of the enterprises I learned from HC's enterprise library have done Ali's work, and Alibaba has launched a special big buyer channel to improve the retrieval and transaction speed.
2. Ali website is responsible for filtering trade opportunities, products and enterprise information, sorting and publishing according to 27 industry categories and more than 1000 subcategories, and providing a number of industry consultation, quotation and related trade services. At the same time, Ali's product line planning is more organized and carefully launched based on actual market demand. Unlike other e-commerce websites, many new functions and new products are always launched without sufficient market research, which makes members feel at a loss. Ali's product classification is very clear, divided into three categories: industrial products, consumer goods and raw materials. Then it is subdivided into each category. For example, industrial products are subdivided into: machinery, electronics, hardware, lamps, industrial equipment, security, instrumentation and so on. Ali's website channels are also clearly classified: processing, second-hand inventory, small wholesale, business services, price quotations and so on. ,, and are clearly displayed on the left side of the website.
3. After integrating various resources of Ali, Ali now has resources of Yahoo China and a large number of small and medium-sized wholesalers such as Taobao, which is very helpful for enterprises to join Ali. With Ali's strategic adjustment, Ali mainly used clothing, machinery, electronics, crafts and gifts as the main industries of the website in the early stage. Recently, Ali has quietly adjusted their key industries. With the integration of Ali and Taobao, Ali's key industries are clothing, gifts, home and other fast-moving consumer goods, rather than those heavy machinery industries. Because most small and medium-sized wholesalers on Taobao need daily consumer goods, Ali is a little light in the machinery industry.
4. We can clearly see that most of Ali's channels are somewhat similar to Taobao's style, and the pictures are beautifully made, preferring Taobao. At the same time, as an industry leader, Ali has successfully operated the website for many years and accumulated a certain number of members and a good reputation. Coupled with the recent investment in advertising, technology and various resources, Ali has done quite well in attracting new members and maintaining old members. Their websites are in the forefront of domestic e-commerce websites in terms of daily traffic and information release. Massive data, Ali members always feel that the effect of sending messages is obviously better than other e-commerce websites.
Third, disadvantages
1. There are too many sellers in China in Ali, and the Ali platform allows buyers to make inquiries, which leads to fierce price competition, so Ali's order profit is low. To some extent, Ali is also a platform for foreigners to measure the prices of suppliers in China. There are too many charging users in some industries, and the effect of suppliers under this classification is not very good.
2. From the perspective of the number of members, Alibaba members are mixed, with serious internal friction, and the effects of good customers and poor customers are very different.
3. Because of the strategic shift, Alibaba has invested a lot of money in Taobao, the C2C personal trading platform. Alibaba will face the embarrassing situation that B2B old customers will drop sharply and new customers will not be supplemented.
4. List "foreign trade export" and "global import" respectively for corresponding comparison.
In terms of total traffic, it is indeed the leader of B2B. However, according to ALEXA's third party, its English website only accounts for 6% of its total traffic. Considering that its China suppliers log in to its English website in large numbers, this means that Alibaba's actual traffic from abroad will not exceed 2% of its total traffic. In other words, more than 98% of people who visit Alibaba.com every day come from China.
This shows that there is still a certain gap between Alibaba's foreign trade and internationally renowned B2B websites. Let's take a look at the website first:
(1) From the scale and perfection of the website, Alibaba's "foreign trade export" is far better than "global import". The foreign trade export page is named after China suppliers, and the most striking position from the page is to display overseas supply and demand information. More valuable are Alibaba's supplier registration in China and overseas exhibition promotion. Other projects are of little practical significance, focusing on reference and not being pragmatic.
(2) Classify different commodities in "Overseas Supply and Demand Information" for easy searching.
(3) The page of "Global Import" is relatively simple. You can see the classification of products in the navigation, but you can see that import policies, tutorials and documentary knowledge occupy a lot of space in these classifications. The specific products involved are: Korean clothing, French red wine, Korean ornaments, Japanese food, German bearings and so on. Most of these products involve food, clothing and luxury goods, and there are few industries and raw materials. Moreover, there is a big problem: too strong pertinence and small transaction area. For example, Korean jewelry, Austrian rhinestones and so on. These products can be imported, but as an import trading platform, such subdivided products should not be placed as key items on the homepage of the website, which not only lowers the grade of the website, but also narrows the import transaction.
(4) The homepage of "Global Import" is too simple, which fails to establish the image of a big enterprise and a big brand, and reduces the trust of customers. And the supply and demand information is too simple to attract customers better.
Hui cong com
Small and medium-sized enterprises should not only need a B2B e-commerce trading platform, just as most enterprises will rank in multiple search engines and advertise in various media. And HC network is a good choice.
Brief introduction:
Established: 1992
Business model: domestic trade and foreign trade, buy and sell, industry search technology.
Business model: websites and publications, e-procurement.
Positioning: industry media and e-commerce platform
There are more than 3 million registered enterprise users, the daily traffic of the whole network exceeds 20 million, and the transaction amount through the negotiation room every week exceeds 6,543,800+million.
Two characteristics
1, HC Network has completed the channel layout of more than 30 cities across the country, and established distribution outlets and service systems. Alibaba's media strategy is high-altitude bombing to let customers know about Alibaba through high-altitude advertising bombing. After customers register on Alibaba's website, Alibaba tracks customers according to the database of the website. HC Network goes deep into the places where small and medium-sized enterprises are concentrated through ground troops. For example, HC network has done street sign advertisements in cities below the third level, which is proof. In addition, HC's advertising in some regional print media is also very targeted. Most importantly, HC Network has completed the distribution in more than 30 cities across the country, and Alibaba is gradually withdrawing its offices. In addition, HC also seeks agents to sell PayPal products and expand channels. Because there are more than 26 million small and medium-sized enterprises in China, only 30% of them use Internet technology, and few use Internet technology for online marketing. It can be seen that SMEs' understanding that B2B e-commerce can reduce logistics costs and transaction costs is far from enough.
2. By analyzing the success of PayPal on HC Network and its channel actions, it is not difficult to see that HC Network has three goals in the concentration of small and medium-sized enterprises: one is to transform the traditional users of HC Network into PayPal users, the other is to call on Alibaba users to try this trading platform, and the third is to educate those small and medium-sized enterprises that are wandering on the edge of B2B e-commerce so that they can apply B2B e-commerce and become PayPal users of HC Network.
3. For the old users of HC, these enterprises are the core users of HC. They know HC Network and PayPal very well, so the conversion rate is very high. For Alibaba users, HC hopes that these users will use both Alibaba's platform and HC's platform, because these users have the deepest understanding of B2B e-commerce and hardly need to spend educational work; The most important thing is those enterprises that haven't applied B2B e-commerce, which is a huge number. However, due to the unfamiliarity of enterprises with the Internet or technical reasons, Alibaba's tentacles can't reach, thus creating a huge development opportunity for HC. Judging from the development trend of B2B e-commerce, once HC has a firm foothold in small and medium-sized enterprises, it will continuously attract new customers to join. However, due to the strategic shift, Alibaba will invest a lot of money in Taobao, a C2C personal trading platform, and Alibaba will face the embarrassing situation that the number of old customers will drop sharply and the number of new customers will be insufficient.
4, HC network industry characteristic service. The industry-specific service of HC Network takes the road of "differentiation". Under the vertical strategy of platform processing industry, we will win with the comprehensiveness and accuracy of information coverage and extensive interaction. The advantages of HC network industry characteristic service platform plus industry vertical strategy;
(1) is accurate purchase information. Hui cong The buyer specialist of com will select purchasing information for industry customers by means of technology supplemented by labor, including the latest purchasing, purchasing meeting and bidding information, and then send it to customers through email, business center, SMS, IM and other channels as soon as possible. An item can only match 10 suppliers at most. In addition, customers can evaluate the quantity and quality of purchasing information.
(2) It is a one-to-one expert consultation service. According to statistics, HC currently has 5 1 1 experts in broadcasting, electronics, education, hotels, shoes-making, plastics, auto insurance, security and other industries, respectively, from the technical and management of various industry associations, universities and research institutes across the country. Such a huge group of experts has created a communication platform between enterprises and experts-regardless of the size and geographical location of enterprises, enterprises can consult experts on advanced management experience, marketing strategies, technological development, industry policies and regulations through the expert platform.
(3) News marketing and in-depth brand building.
(4) The combination of online and offline promotion is also the advantage of industry-specific services. On the one hand, it can be included in the enterprise directory of the industry encyclopedia. On the other hand, the product information is sent to high-quality buyers who meet the requirements of purchasing enterprise products in the form of mail, telephone and IM.
5. Free "buying and selling". In terms of positioning, use and function, Maimaitong and Cheng Xintong are almost identical, but there are some differences in some details. What really pokes Alibaba's life is that the use of PayPal is completely free!
6. HC's industry coverage is wide and targeted, which is a big advantage.
Targeted: The visitors of HC360 HC Network are all businessmen and managers, and they have strong decision-making power in purchasing and decision-making of enterprises; At the same time, these people are all high-income classes with strong spending power;
Wide coverage: HC's services cover more than 60 industries, and it is the most widely subdivided information portal in China at present, so customers can easily find the information they need.
7. Member services. HC's membership services are carefully divided, including: basic members, silver members, gold members, platinum members and distinguished members. So as to facilitate personalized service.