As we all know, the world is universally connected and developing. How are e-commerce and printers related? One is an emerging business model, and the other is an upgraded peripheral product. What will happen between them? I tend to think that they are an interactive relationship. E-commerce needs the wide application and popularization of network terminals and peripherals, and network terminals and peripheral products need the change of business activities to promote them.
First, e-commerce needs speed.
From the content mode of e-commerce, I think it is mainly two parts, in short, information flow and logistics. At the junction of logistics and information flow, there is an information processing terminal, which is difficult to attract your attention. Speaking of network terminal equipment, let's take the printer as the starting point to make an observation and thinking. We can find that from the beginning, from the function of terminals such as PC, printing equipment is irreplaceable. However, the application of printing equipment has not changed substantially over the years. Why? The answer is simple. The printer has only four limbs, but no brain. It cannot receive and process information independently.
The emergence of the Internet has made smart device manufacturers see that the rules of the game are changing, a competition for new standards and new concepts has begun, and opportunities are gestating in the process of changing. The role of printer as a computer peripheral will gradually fade away, and it will gradually evolve into an independent network information processing terminal.
Internet is undoubtedly the main carrier of information transmission in the future. However, people's processing of information exchange has produced personalized demand for network terminals. In business activities, a person's professionalism is first manifested in his speed of doing things. In the rapidly changing information society of business activities, speed has become the first pursuit of every business cell. Information transmission on the network is extremely fast, but there will always be times when we spend a lot of time waiting in front of the network terminal. If the Internet-based printers like Canon S series are connected to the network, they will have fast response and printing speed, and the speed of information transmission, processing and presentation will be greatly improved, thus reducing the transaction cost. I think this is also the real benefit of e-commerce.
At present, the wave of network economy and e-commerce is rolling in. Website construction has exploded. According to statistics, by the end of March, there were nearly 9,000 commercial websites in China. There are nearly 800 commercial websites, nearly 200 online bookstores and online auction shops 180. There is a huge contrast between the explosive growth of the website and the inefficient landing of the website. A knock-out game of network enterprises has begun. Therefore, it is very necessary to study the competitive strategy of e-commerce seriously.
Second, e-commerce strategy
Seize the fast lane strategy
The strategy of seizing the fast lane is to control the market first. The advantage of the strategy of seizing the fast lane is that the "7 (/3-)" of the e-commerce database; 24; ; .5 It is easy to form a commercial tornado and quickly improve the business expansion ability of Internet companies; It is easy to mobilize the driving force inside the enterprise, so that all aspects of the enterprise can form a joint force to seize the market; It is easy to attract talents and strive for a relaxed external market environment; It is easy to enhance the dominance of negotiations with opponents from all sides; It is easy to mobilize the media to spend money and hype, and shake the confidence of competitors to expand in the same business field.
Sina, Netease and Search Arc are all websites that have rushed into the fast lane at present. Take Sina as an example, the strategy of grabbing the fast lane has really helped it a lot, making it both delicious and fragrant. Especially when he has the ability to resist risks, he will speed up the capital operation of the whole line, quickly enter e-commerce and quickly acquire small websites, so that the website will enter the process of rapid development.
The strategy of seizing the fast lane has advantages and disadvantages. First, the goal is irreplaceable, and it is not easy to change and change at will, otherwise it will lose the favorable situation and active position in the competition. Second, your strategic goal has been exposed. Your determination, tactics, posture, technological progress, visits, transactions, personnel changes, and institutional adjustments will all become the focus of your opponent's research and analysis.
Being ahead is also risky. This kind of adventure is mainly manifested in the following aspects: a lot of resources have been invested in the early stage, and the cost for competition is too high, which is difficult to recover in a short time; After entering the fast lane, you need strong technical and financial support. Once there are problems in some links, there is a great possibility of being surpassed by others. The rapid expansion of institutions will inevitably lead to the management of black holes, leaving great hidden dangers.
Market focus/focus strategy
Specialization strategy is a personalized strategy to avoid all-round attacks and use troops on average. This specificity is based on the overall situation. The starting point and foothold of being single is to win the favorable situation and active position in the overall situation. It concentrates the limited manpower, financial resources, material resources, the attention of leaders and the potential strength of enterprises in a certain aspect, and strives to penetrate and break through in a certain part and specialty to form and highlight local advantages. Then through the energy accumulation of local advantages, we can win the overall initiative and favorable situation in the competition.
The 8848 website is an outstanding representative of implementing the specialization strategy. Based on its own experience in purchasing, selling, warehousing and marketing, the website has entered the field of e-commerce with its familiar software, audio-visual products and books as the starting point, and has achieved rapid development.
In the construction of online shopping malls, their daily visits have reached nearly 2 million, and their daily turnover is between 300,000 and 500,000 yuan. Operating more than 300,000 kinds of goods, it has become a large online supermarket.
In the distribution system, they have established a professional and private two-way distribution system, thus ensuring that they can deliver goods to their homes in more than 400 cities across the country.
In terms of payment methods, they adopted a variety of payment methods. Online instant payment, bank transfer and post office remittance, and cash on delivery in some areas make netizens feel the convenience of e-commerce. In terms of technical support, they have established a set of electronic management system from the beginning of receiving orders to the whole process of tracking. Independently developed a set of online sales system with high adaptability and expansibility, and obtained the follow-up support from Intel, thus ensuring the safe operation of e-commerce. Just looking at a local breakthrough, its energy is limited. However, many local chain breakthroughs will form an incremental intangible capital. It is this incremental intangible capital that makes the 8848 website stand firm and straighten its waist.
In the practice of e-commerce, the more personalized the website, the more stable the customer base. Like the first authoritative consumer information website in China-two generations of love website; Music friends. The largest online supermarket for children in China; Professional websites for patients with kidney disease-kidney transplantation websites, etc. , have won the love of netizens with their distinctive specificity.
Talent risk strategy
Talent is the future of Internet enterprises. The competition for talents is more exposed, obvious and intense than the competition for resources and markets.
1, silent loss risk. This is the most common and headache problem encountered by various network companies at present. Most network enterprises have experienced the pain and helplessness caused by brain drain. Therefore, many enterprises have deeply realized the risks and shocks that brain drain may bring. Under all kinds of temptations, they often leave without saying a word.
2. Risk of loss of intangible assets. One of the most important capitals of network enterprises is intangible assets. It is a very insidious trick to bring down competitors by obtaining their business secrets and technical secrets. Because the network is too irregular and lacks order, it just gives competitors too much space and opportunities to display their minds. They will choose the most difficult time for you to do it. Not only did you dig up talents, but you also gained priceless intangible assets.
It is worth pointing out that the leaders of some internet companies lack understanding of the cruelty of competition. While being kind to competitors, we will continue to make substantial adjustments to talents. In some units, the proportion of talents entering and leaving is as high as 50%. The biggest evil result of this kind of big entry and big exit lies in destroying the stable working environment, psychological environment and cultural atmosphere of network enterprises. The greater the freedom for enterprises to choose talents, the greater the randomness of talent flow, and the more intangible assets that talents take away. In the long run, it will either become a training school for wages. These people will increase the management cost of enterprises tenfold in the future.
3. Risk of competitive strategy leakage. It is a common means in modern commercial warfare to bring down opponents by obtaining their competitive strategies. There are generally three possibilities for the disclosure of competitive strategies: first, the core personnel pass through the e-commerce database) $ $5+":/; & 6 *. # Lost and recovered; Second, competitors spy; Third, the insider has no intention of leaking. Therefore, we must have a clear understanding and correct evaluation, and establish a mechanism to resist talent risks and a strict management system as soon as possible to prevent and resolve talent risks.
4. Integrate the risks of gathering talents. As a result of the increase of e-commerce websites, some powerful websites have risen rapidly, and a number of weak websites have been closed one after another. This is the law of the market. The most intense expression of this law on the issue of talents is "swallowing fish to get fry". By merging weak websites, we can quickly gather talents from all walks of life and build our own reasonable talent framework. This is regarded as the cheapest thing by the rising websites. Here, integration is the means, and naked talent digging is the purpose. The result of things is not the individual and partial loss of talents, but the loss of the whole website.
Looking for a definite strategy from infinitives
Everyone walks the same road, which is bound to be crowded. So people began to find another way. In the process of marching into e-commerce, it is necessary to upgrade this new way of thinking to the strategic level to examine it.
In the current e-commerce, there are three business operation modes recognized by the industry. Namely CtoC mode, BtoC mode and BtoB mode. The first model is the trading market model. The website provides trading areas and lots, and consumers can bid freely. Yabao and Yi Bei are both of this type. The second mode is that the merchant delivers the goods directly to the final consumers through the website. Amazon and 8848 websites are of this type. The third mode is business-to-business buying and selling. A large number of enterprises, such as General Motors, Boeing, Ford, etc., carried out this kind of business operation online earlier, which greatly reduced their procurement costs.
Cloning the above three models seems to be the formula of e-commerce. Therefore, it has received various technical support. However, the market development in China is not perfect, and the uncertainty of the market, the difference of regional conditions, the constraint of resources and the externality of industrial development all require us to make new explorations in combination with China's national conditions.
At the beginning, the scholar's home website went out of such a road of exploration. Wang did not follow the Amazon model. He believes that making orders and establishing a huge distribution system are not his own advantages. In China holographic technology, he has his own advantages in the accumulation of hundreds of thousands of source code software. He developed strengths and avoided weaknesses, and found a new model of BtoBtoC, which is based on his own unique technology, characterized by browsing online, extending sales services to the next home, and completing distribution in chain. Wang Dong left a road of e-commerce model innovation, formed and utilized his own intangible assets, and reduced technical dependence.
Secret attack strategy
The so-called stealth attack strategy is an attack strategy to avoid the opponent's sharp edge, that is, to attack secretly in a competitive situation, gradually grow and develop quietly. Later, weak websites should adopt this strategy. Its main characteristics are: 1, which develops rapidly by using its characteristics. Network marketing should have its own characteristics. Only with characteristics can it be popular; There are business opportunities only when people are popular. In order to make online bidding and offline transactions more convenient for universities, Yi Bei recently launched a unique campus tour. Their strategic starting point is to improve the network platform and conditions of campus commodity exchange, and to seize the most potential and active group among100000 netizens, making it the main body of the website. They also organically combine online communication with offline trading, so that online trading can promote the formation and development of offline trading market; Offline trading has become the development and extension of online trading.
2, the use of cracks, rapid development. A few small flowers in the depths of the mountains often grow luxuriantly. When others find them, they already have the ability to resist risks.
To implement the "crevice" strategy, we must always grasp the overall dynamics and development. In business wars, the competitive situation is ever-changing, and the emergence of business opportunities is fleeting. We must make the first response in a timely and prudent manner. At the same time, financial management should also be done well. Abandon the style of spending money like water, and strive to get out of the loss in the fastest time with the minimum input-output ratio.
3. Participate in integration and seek development. With the intensification of competition, the phenomenon of gorging in network enterprises is inevitable, and mergers and acquisitions are inevitable in the competition. The more distinctive you are, the easier it is to be integrated. At this time, there are two ways. First, participate in integration and gain development. In the process of participation, I need to borrow a boat to go out to sea, lay eggs with chickens, and let myself develop and grow as soon as possible. "Integration outside the shell" is another best strategy. As an integrator, it can realize the cost-free transfer of intangible assets and enhance the negotiation strength, which is actually an anti-competitive strategy.
In short, speed and strategy will affect the development of e-commerce, which will hinder or promote it. Therefore, it is most important to study the competitive speed and strategy of e-commerce.
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