Tsab ntawv teev npe
E-kev lag luamPlaub Txoj Kev Loj Hlob: Ib Lub Zeem Muag Dav Dav los ntawm Kev Ua Haujlwm Zoo mus rau Ecosystem
Kev loj hlob ntawm kev lag luam hauv online tsis yog kev khiav 100 meters, tab sis yog kev sib tw khiav marathon. Leej twg khiav tau ruaj khov yuav luag kawg.
Hauv tsab xov xwm no, kuv yuav coj koj mus rau plaub txoj hauv kev los ua kom tiav kev loj hlob ntawm e-lag luam, txhua tus muaj nws tus kheej lub laj thawj, qhov tsis zoo, thiab cov cib fim.
Kev nkag siab txog cov txheej txheem no zoo li muaj daim ntawv qhia kev npaj ua ntej; nws tso cai rau koj pom tseeb tias yuav taug txoj kev twg es tsis txhob ua raws li cov neeg coob coob.
Hom thawj: Kev lag luam uas twb muaj lawm - qhov kev ua si zoo tshaj plaws ntawm kev ua kom zoo dua qub
Qhov uas cov tuam txhab lag luam e-commerce ua txhua hnub yog muag cov khoom qub rau cov channel qub.
Lub caij nyoog uas yooj yim rau kev loj hlob ntawm cov tsheb khiav tau dhau mus lawm. Tsis txhob nrhiav cov tsheb khiav tshiab txhua qhov chaw, nws zoo dua los siv qhov zoo tshaj plaws ntawm cov tsheb khiav uas koj twb muaj lawm.
Qhov tseem ceeb ntawm no tsis yog kev tsim kho tshiab, tab sis kev ua haujlwm tau zoo.
Piv txwv li, los ntawm kev tsim ib lub npe sau ntiag tug, koj tuaj yeem coj cov neeg siv rau hauv WeChat pawg, tswj hwm lawv tas li, thiab txo qhov kev poob haujlwm.
Piv txwv li, koj tuaj yeem siv lub kaw lus ua tswv cuab, siv cov ntsiab lus thiab luv nqi los khaws cov neeg siv thiab txhawb kom lawv yuav khoom ib txwm muaj.
Lwm qhov piv txwv yog kev hloov pauv tus nqi (CRO), uas cuam tshuam nrog kev hloov kho nplooj ntawv qhia txog cov khoom thiab kho cov txheej txheem tshaj tawm kom tau nyiaj ntau dua yam tsis hloov tsheb khiav.
Ob Chav 11 thiab 618 yog qhov tseem ceeb hais txog kev siv zog yuav khoom ntau dhau.
Thaum kawg, nws txhua yam los txog rau qhov granularity ntawm cov ntaub ntawv.
Yog tias koj tuaj yeem kwv yees tau meej tias thaum twg tus neeg siv yuav siv lawv cov mis mos rau menyuam yaus tas thiab xa xov rau lawv peb hnub ua ntej lawv tas, qhov ntawd tsis yog kev thab plaub, tab sis kev pabcuam meej.
Leej twg ua tau qhov no ces yog tus ua tau zoo tshaj plaws.
Raws li McKinsey kev tshawb fawb, kev lag luam meej tuaj yeem txhim kho cov nqi hloov pauv. 20% -30%Qhov no yog lub hwj chim ntawm kev ua haujlwm tau zoo (Tau los ntawm: McKinsey, Lub Neej Yav Tom Ntej ntawm Kev Ua Tus Kheej).
Txoj kev thib ob: Muag cov khoom tshiab los ntawm cov kev sib txuas uas tau tsim tsa - rov siv cov cuab tam ntawm kev ntseeg siab.
Tam sim no cov neeg siv khoom twb ntseeg koj lawm thiab koj tau them rau kev nrhiav cov neeg siv khoom, nws yuav yog kev pov tseg yog tias tsuas muag ib yam xwb.
Lub laj thawj yog siv cov cuab tam ntawm kev ntseeg siab dua thiab faib cov nqi khiav tsheb.
Zoo li Anker, uas pib los ntawm kev ua cov xov hluav taws xob them, thiab tom qab ntawd ua cov txhab nyiaj fais fab thiab cov neeg hais lus.
Vim tias nws cov neeg siv yog ib pawg ntawm cov neeg nyiam digital, uas feem ntau yuav tsum tau yuav lwm yam khoom siv digital tom qab yuav lub cable.
Tseem muaj NetEase Yanxuan, uas txheeb xyuas cov khoom lag luam twg muag tau zoo thiab koom tes ncaj qha nrog cov chaw tsim khoom los hloov kho dua tshiab thiab muag rau nws cov neeg siv.
Txawm li cas los xij, kev nthuav dav cov pawg khoom tsis tuaj yeem ua tau yam tsis muaj kev npaj ua ntej; nws yuav tsum ua raws li txoj kev xav "lub voj voog sib txuas".
Koj muag khau looj plab hlaub, yog li kev muag cov pas nrig taug kev tsis yog teeb meem rau koj.
Txawm li cas los xij, yog tias koj pib muag khoom noj miv tsuas yog vim koj pom tias nws muaj txiaj ntsig, cov neeg siv khoom pom koj qhov kev txawj ntse yuav poob qis.
Harvard Business Review taw qhia tias qhov feem pua ntawm kev vam meej ntawm kev nthuav dav hom lag luam nyob ntawm "qhov cuam tshuam ntawm pawg," nrog rau kev nthuav dav muaj qhov feem pua ntawm kev vam meej siab dua li cov uas muaj qhov cuam tshuam siab dua. 70%Tus nqi ua tsis tiav ntawm cov kev txuas ntxiv uas tsis muaj feem cuam tshuam yog siab npaum li 80%(Tau los ntawm: Harvard Business Review "Kev Txuas Ntxiv Hom Lag Luam: Qhov Zoo, Qhov Phem, thiab Qhov Tsis Zoo").
Txoj kev thib peb: Nrhiav cov channel tshiab rau cov khoom qub - arbitrage raws li thaj chaw thiab kev xav.
Thaum koj cov khoom tsis muag rau ib qho chaw lawm, lossis muag tau zoo dhau lawm thiab koj xav kom muag tau ntau dua, koj yuav tsum hloov kev ua lag luam.
Shein thiab Temu yog qhov tseem ceeb ntawm thaj chaw arbitrage.
Kev tsiv cov khoom siv khaub ncaws hauv tebchaws uas muaj ntau dhau mus rau txawv teb chaws yog qhov zoo.
Tseem muaj cov hom Taobao hloov lawv qhov kev tsom mus rau.DouyinCov khoom tseem zoo li qub, tsuas yog muag los ntawm ib pawg neeg sib txawv xwb.
Tiamsis nws tsis yooj yim li nws zoo li.
Muaj coob tus neeg tuag ntawm no vim lawv tsis quav ntsej qhov "kev sib txhuam ntawm cov channel".
Cov khoom lag luam uas muag tau zoo ntawm Tmall siv kev tshawb nrhiav yuav tsis tau txais kev saib thaum hloov mus rau Douyin txoj kev lag luam e-commerce raws li kev txaus siab.
Vim tias cov khoom xav tau rau cov channel tshiab yuav txawv.
Ib daim ntawv tshaj tawm los ntawm Boston Consulting Group (BCG) qhia tias tus nqi ua tsis tiav ntawm kev hloov channel yog siab npaum li [cov ntaub ntawv ploj lawm]. 60%Qhov laj thawj yog vim tsis nkag siab txog tus cwj pwm ntawm cov channel tshiab (Qhov chaw: BCG "Omnichannel Strategy in Ret").ail》).
Hom plaub: Tsim cov channel tshiab thiab cov khoom tshiab - qhov chaw sim ecological rau cov neeg loj heev.
New Oriental txoj kev lag luam e-commerce nyob yog ib qho piv txwv ntawm qhov no.
Txawm li cas los xij, kuv yuav tsum taw qhia tias lub quadrant no yog thaj chaw tsis pub mus rau feem ntau cov tuam txhab lag luam e-commerce nruab nrab.
Qhov no feem ntau yog txoj kev uas cov tuam txhab loj taug kev thaum lawv xav tsim kom muaj lub ecosystem lossis thaum lawv cov lag luam qub tsis muaj peev xwm ua tau lawm.
Yog tias koj cov nyiaj tam sim no zoo thiab koj pab neeg kuj ua tau zoo, tsis txhob sim ua cov channel tshiab thiab cov khoom tshiab kiag li.
Qhov ntawd tsis yog hais txog kev hloov pauv xwb; feem ntau nws txhais tau tias koj yuav tsum hloov koj cov neeg ua haujlwm, cov khoom xa tuaj, thiab kev xav, uas nyuaj heev rau kev tswj hwm.
Raws li Deloitte txoj kev tshawb fawb, tus nqi ua tsis tiav ntawm cov haujlwm e-commerce uas hloov pauv kev lag luam tag nrho tshaj [feem pua tsis muaj]. 70%Cov dab neeg ua tiav yuav luag txhua tus los ntawm cov tuam txhab loj uas muaj nyiaj txiag zoo (Tau los ntawm: Deloitte, Digital Commerce Transformation).
Xaus Lus: Kev xaiv txoj kev npaj tseem ceeb dua li kev siv zog.
Plaub txoj hauv kev los loj hlob e-lag luam yuav zoo li plaub lub quadrants, tab sis lawv yog plaub lub hauv paus ntsiab lus tseem ceeb.
- Kev lag luam uas twb muaj lawm sawv cev rau qhov siab tshaj plaws ntawm kev ua haujlwm tau zoo.
- Kev muag cov khoom tshiab los ntawm cov channel uas twb muaj lawm yog kev siv kev ntseeg siab dua.
- Kev nrhiav cov channel tshiab rau cov khoom qub yog lub tswv yim ntawm kev sib tw.
- Cov channel tshiab thiab cov khoom tshiab yog qhov kev twv txiaj loj rau cov tuam txhab loj hauv kev lag luam.
Hauv kev lag luam, koj tsis tas yuav sau tag nrho cov plaub fab.
Nkag siab txog cov ntawv uas koj tau txais, xaiv qhov tswv yim zoo tshaj plaws, thiab qhov ntawd txaus lawm.
Raws li Peter Drucker tau hais tias, "Kev ua haujlwm tau zoo yog ua tej yam kom raug, kev ua tau zoo yog ua tej yam kom raug."
Kev loj hlob ntawm e-commerce tsis yog hais txog ntau npaum li cas koj ua, tab sis yog hais txog txoj kev uas koj xaiv.
Yog li ntawd, tsis txhob ua raws li cov qauv tshiab, thiab tsis txhob xav txog kev vam meej tam sim ntawd.
Ib tug tswv tiag tiag paub yuav ua li cas thiaj ua tau qhov kev txav mus los zoo tshaj plaws hauv kev ua si nyuaj.
Cia siab Chen Weiliang Blog ( https://www.chenweiliang.com/ Tsab xov xwm "Cov kev loj hlob ntawm e-commerce yog dab tsi? Ib daim ntawv qhia txog 4 txoj hauv kev los hloov pauv ntawm cov neeg siv khoom uas twb muaj lawm mus rau lub ecosystem tshiab" uas tau muab qhia ntawm no yuav pab tau rau koj.
Zoo siab txais tos los qhia qhov txuas ntawm kab lus no:https://www.chenweiliang.com/cwl-33809.html