Mr. LC is the CEO of a cosmetics company. He has been in the cosmetics industry in China for more than ten years. The company has also done a good job. From the distribution of the ground distribution channels to the chain of professional lines to join the direct business, there is a lot of success, but with the market competition. The power is getting bigger and bigger, the business is not doing well, how to break through the bottleneck and increase sales is a problem that must be solved at present. Especially how to expand the market channels. After ten years of operation, the traditional distribution channels have been difficult to meet the development needs of enterprises. And how to expand more market share? This is a hurdle in the minds of the operators.
Mr. LC found the author and has been a good friend for many years. To be honest, the traditional cosmetics business model is really very tired. Whether it is doing channels or branding, or personnel and terminal management, the 50-year-old CEO feels very Weary, and as the industry is not a high profit a decade ago, the annual profit is not much, most of the traditional channel operations are spent, what should we do? Change industry, Mr. LC does not understand, plus the number of years is not small, not necessary, then break through in this industry, what is the solution to the problem of the current investment and less output, and the market share is difficult in recent years A big breakthrough, the saturation is saturated, where to find a new breakthrough?
Mr. LC actually has his own ideas - the development of the future can jump out of traditional sales, start from the network and open up another big market. Because the author, as a partner of Shanghai Jingtao Planning Company, has had a lot of experience to help customers jump out of traditional ground channel sales and direct sales on the Internet. In the conversation with Mr. LC, they also agree, but they also told it. Network sales are different from traditional ground channels. Many uncontrollable factors exist, but you can try it first, and it is not a good transformation opportunity.
In fact, enterprise transformation should not only be a problem encountered by Mr. LC, but also an issue faced by thousands of Chinese CEOs. Indeed, sales on the Internet are definitely a major mainstream in the future, but don’t worry about blindness. Investing, we must also know the rules of the game, especially for the transformation of traditional industries, such as food, cosmetics, etc., and enter the network sales operation stage, many companies are concerned about the market expansion of network investment, it should be the enterprise Online sales are facing the front step, which can benefit both capital turnover and channel expansion.
Here, the author also combines some of the past experience, simply talk about online investment, and hope to give some small inspiration to every friend who wants to know.
On the whole, after the basic work of platform construction and network promotion, the real online sales of enterprise enterprises is likely to be online investment, otherwise the products cannot be sold in large areas. In fact, online investment is not simple. Some places are more complicated than traditional ground investment. However, once successful, the benefits are far greater than traditional investment, and the input cost is very low. Let's talk about the "five steps" of online investment.
Going forward: Going brilliantly - saying that whether you are in the traditional market or in the network, you have to say the market prospects of your investment industry, otherwise it will not attract others to enter this industry investment, and this At one point, online investment does not have the kind of rendering power and enthusiasm of traditional on-site investment, so it is necessary to describe the prospects in the foreground, give examples of evidence, and use facts to speak. For example, you can use image platform or web media to cut images. The way, you can also use the small format of electronic broadcasting to combine some people, things and things related to the market development prospects, so that the industry has more prospects and make enterprises more profitable.
The second step: go smoothly - say mode network investment is impossible not to say the mode, because less the traditional mobilization of the local investment, it is necessary to let people know at a glance, they will be able to boil, and, if online sales There is no model innovation, but it is better not to do it. If the model is not new enough, the product is not new enough, and the success of online investment is not great. Just like a customer friend whom I have contacted, although he only produces traditional food, his online investment marketing model is relatively new. Traditional sales are divided into network dealers at all levels in the form of network distribution. The main thing is to bind consumers firmly. Every product sold by network distributors and every consumer sold is always only Belongs to the dealer, so the more consumers each dealer has, the longer his profits will be, so that the company, dealers and consumers will be one, become a whole, and each Need is model innovation. Therefore, in the sale of products on the network, there can be many different practices from the traditional ground, there can be many innovation breakthroughs.
The third step: go well - said that honest network sales can not say integrity, this is very important, if you are an old brand, online sales are still good, integrity is not a big problem, but if it is a brand new It is difficult to say that consumers cannot and are not obligated to believe in your brand, because there are many uncertainties in online shopping. At the level of network investment, enterprises should solve two points of integrity. How to rely on the network dealers who have dealt with the previous time to say that they are honest, let them join? Second, how do dealers talk with the consumer market about integrity, let consumers buy . Each company operates in a different way, but in order to do a good job in online sales, the attitude of integrity must be the same.
The fourth step: get insurance - said that good service pre-sale, sale and after-sales service, is also a source of more cooperation for many network dealers on the level of network investment, different from traditional ground sales, network investment and sales More attention is paid to whether the service is in place. Can it solve the worries of network dealers and shoppers? Without the protection of services, it is difficult to attract network dealers to join. First of all, you should not let the network dealers invest too much, because you Faced with the nationwide, and not only in a certain area, it is faced with tens of thousands of dealer groups, the franchise fee is less, the accumulation is less, and the effect is amazing. Then you still have a good exit mechanism. After all, network dealers are joining. In many cases, dealers and enterprises have not touched the franchise fee of tens of thousands of yuan. They must first have a bottom in mind and don’t invest too much. One or two thousand, three or four thousand can be, most people can afford, service is good, telephone reception, online online, sales background, logistics platform, etc., all of which must give network dealers a "ten power and ten" protection.
Step 5: Going reliably - said that the online communication speed of the characters is fast. Based on this, the core figures of the company should be packaged better, which is also a powerful guarantee for improving the success of online investment. Whether it is a team or an individual, if there is a senior industry background. It can be pushed to the front desk, giving a mysterious-global brand network-feeling and sense of responsibility, which can better add points to the network's very medium-sized investment. After all, online investment is different from on-site investment, and more needs to be trusted. The various factors of the degree and rationality, rather than the three-minute enthusiasm of the on-site investment incitement.
There are not many of the above, but the general five links. In fact, the details of real network investment are far more than this. In the following, the articles are detailed one by one, but one thing is the same. As the above five points, in fact, They are all talking about an important "point", that is, the degree of trust, the traditional channel investment, the network investment is even more so, can not see and touch, people do not see the call fee? Only network investment will be available, so first solve the trust of network dealers, and then solve the trust of online shoppers.
We know that many companies are now facing a stage of transformation or self-improvement. The network has become a new battleground for these companies. Because there are trillions of potential markets on the network waiting to be developed, who will be a little more? We look forward to more classic battles in China, and we look forward to the success of traditional industries in the network battlefield.