Traditional Enterprises Do B2C Challenge: Online And Offline Conflicts Lack Compound Talents

This year's tradition enterprise towards B2C The trend of entry is more and more obvious, including China Post, China UnionPay, Yintai department store And other traditional enterprises have entered the B2C, and even the catering enterprises have sold hotpot through the Internet. However, traditional enterprises also encounter bottlenecks in the process of entering the B2C. Lack of suitable talents and online and offline conflicts are two major challenges.

　 Lack of compound talents affects B2C development

The latest data released by AI consulting show that in the third quarter of 2010, the scale of China's online shopping market has reached 121 billion yuan, an increase of 76.9% over the same period. Among them, Taobao, patting and other C2C websites are transforming to B2C. The proportion of the future Chinese B2C market transaction scale will be further enhanced.

China's e-commerce has undoubtedly presented more and more business opportunities, which has also made the traditional enterprises, including China Post, China UnionPay, intime department store and seven wolves, enter B2C. However, the development of talents can not keep pace with the development of the industry. In the Xiamen Online Retail Development Strategy Summit Forum, the lack of suitable e-commerce talents has become the voice of the vast majority of traditional enterprises.

Zhou Shaoxiong, chairman of the seven wolves, said that the marketing environment of e-commerce is different from the original marketing environment. Traditional talents do not know the nature of customers and the way of advertising. E-commerce professionals are very familiar with online crowd and interaction, but lack of knowledge about products. At present, the company's e-commerce team is mainly composed of the internal dispatching talents, and the other part is recruited by the outside people. How to find a talented person who knows both traditional clothing industry and electronic commerce has become a big problem for the seven wolves.

Similarly, Lining, as a clothing brand, has long been involved in e-commerce and can not hide the need for talents. Lining, director of e-commerce, Lin Li, said that pure e-business enterprises do not lack the Internet elite, but people who may lack traditional backgrounds need to recruit more people who have deep experience in the supply chain and product brand of traditional enterprises. For traditional enterprises like Lining, they are lack of the Internet proficient, and are familiar with the expertise of network marketing, so Lining will recruit more talents outside the Internet.

Lin Li also suggests that job seekers have a strong learning ability. Job seekers, whether they come from the Internet or from traditional industries, must exercise themselves as "amphibious" personnel at the fastest time. Only in this way can the sustainable development of the whole team be sustained.

Compared with the famous enterprises such as the seven wolves and Lining, some other small businesses suffer from geographical troubles. Wang Weiwen, deputy general manager of Wanxiang network business in Xiamen, said that it might be relatively easy to find suitable people in big cities such as North China. However, it is very hard to form e-commerce in places such as Xiamen. Many friends have come to Xiamen to do e-commerce, but they refuse to do so. Finally, they do not have to resort to headhunting companies, so that they can interview people from Fujian.

Xu Songmao, who is now a foreign trader and now a shoe store CEO, said that the biggest difficulty in marching into B2C is not familiar with the Internet from technology to marketing. It needs team learning ability and learning things quickly. However, the problem before us is that talent is hard to find, and even if the right person is found, it is hard to protect against climate change, especially in Xiamen.

Xu Songmao said that the shoe store is now walking on two legs while nurturing its talents and starting hematopoiesis. On the other hand, it also absorbs some very good professionals to join the company team.

　 Preventing demonized e-commerce from accelerating transformation

One of the problems that traditional enterprises can not get rid of in B2C is the conflict between online and offline. This is also an important reason for the failure of many traditional enterprises to enter the Internet. This topic has naturally aroused the discussion of relevant practitioners. In fact, as early as 2008, seven wolves have been very concerned about the development of e-commerce, but the pricing problem on line and offline made seven wolves slow down the pace of entering B2C.

Zhou Shaoxiong, chairman of the seven wolves, said the company hesitated for two years in the pricing conflict. However, with the development of the online shopping market and the increasing number of Internet users, the seven wolves realized that e-commerce would be an explosive market. If they did not make the effort to miss the development opportunities, the company would increase its investment in e-commerce. On the one hand, it would set up online stores on Taobao and other platforms, and on the other hand, it would promote independent websites with IBM.

The seven wolves will classify the products on the one hand after classifying the products on the one hand, and on the other hand, they will solve the problem of online and offline conflicts by classifying the original seven wolves dealers and network dealers into a unified management system.

Wang Weiwen, deputy general manager of Wanxiang network business in Xiamen, said the conflict between online and offline is inevitable. Traditional business owners have been thinking about these problems. The final consensus is that instead of letting others take their pockets, they can put their left pockets in their right pockets. But as far as marketing means are concerned, pricing is not likely to cause too much conflict with traditional stores.

Hu Chenrong, director of BELLE e-commerce operations, said that the business under BELLE line is twenty billion a year. The way to solve the conflict or pressure is that the leader of the enterprise can take the lead in unswerving support for online business, and enable her whole team to change their views on e-commerce, and transform the concept of demonized e-commerce, and on the other hand, establish a reasonable profit distribution mechanism.

Lining, director of e-commerce, Lin pointed out that last year, the total retail sales of the whole network accounted for 2.1% of the total retail sales of the whole society. Apart from the importance of leadership, strategic clarity and intensity, it is also important to make a distinction between products and a clear price strategy.