The Best Lectotype Strategy of Traditional Retail Enterprises Step into B2C Ecommerce
A lot of ecommerce enterprises obtain success, but their successful commercial models are different. 360buy which obtain millions of US dollars invest is a typical shopping mall, whose commodities classification calculate ten thousand as a unit; however, the same famous PPG shirts whose types of products less than bit binary digit, and brands are very few. Both they achieve great success. Certainly, similar examples are too numerous to mention one by one.
From the above successful cases, no matter an online store manages multi-brands, multi-categories products or single brand short product lines; they are able to appeal enough attention from online shopping group.
With the further expansion of e-shop market, single brand short product line ecommerce has become the limelight of massive enterprises and businessmen. Relative to comprehensive B2C online stores, the most outstanding advantage of single brand and short product line ecommerce is it with higher profits, less supply chain management and stock management press, lower quality control difficulties, less press on working fund and lower running difficulties, which is the optimum managing model for SMES or major industries step into B2C ecommerce the first time.
In consideration of operating thinking of single brand, short product line, following the guiding, online shops and exclusive agency systems must has the below several special features:
1. Enhance products varietal select function
Products specifications like color and size are important factors cared by customers when they purchase brand product, online store and exclusive agency systems must strengthen the varietal of product specification, and take foreign mainstream brand shopping malls for reference to perfect products show ways on the products detailed show page.
2. Strengthen products mashup selling function
Brand consumption culture leaves a profound impact on consumers’ consuming behavior. Providential recommendations of mashup products can primely promote the sales volume of relevant products, and enhance consumers’ consuming experience. Online stores must strengthen mashup recommend function.
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In a brand series (take cellphone for instance), some merchants has various styles of cellphones under its mainstream brand; some other merchants have a broad selection facing male, female, the aged and children. In order to reflect products’ locate and feature better, cellphone online retailer should target at different categories products to provide personalized channel and detailed content page design to realize individual style and design to different products categories
Standardized online stores drop the running risk of enterprises operating B2C ecommerce greatly; it is believed that more and more enterprises will choose this way to step into ecommerce operating.
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