Kalozera wa Nkhani
Njira Zinayi Zoyendetsera Kukula kwa Malonda a Pa Intaneti : Kusanthula Kwapadera Kuchokera Pakuchita Bwino Kupita ku Zachilengedwe
Kukula kwa malonda apaintaneti si kuthamanga kwa mamita 100, koma marathon. Aliyense amene angathe kuthamanga mosalekeza adzaseka komaliza.
Munkhaniyi, ndikutsogolerani njira zinayi zopezera kukula kwa malonda apaintaneti, iliyonse ili ndi malingaliro ake, zovuta zake, komanso mwayi wake.
Kumvetsa njira zimenezi kuli ngati kukhala ndi mapu ofunikira; kumakupatsani mwayi wowona bwino njira yoyenera kutsatira m'malo mongotsatira khamu la anthu mosazindikira.
Mtundu woyamba: Bizinesi yomwe ilipo - masewera abwino kwambiri okonza bwino zinthu
Zimene makampani amalonda a pa intaneti amachita tsiku lililonse kwenikweni ndikugulitsa zinthu zakale ku njira zakale.
Nthawi yowonjezereka kwa magalimoto mosavuta yapita kalekale. M'malo mofunafuna magalimoto atsopano kulikonse, ndi bwino kugwiritsa ntchito bwino magalimoto omwe muli nawo kale.
Chofunika apa si luso lamakono, koma kugwira ntchito bwino.
Mwachitsanzo, pomanga domain yachinsinsi, mutha kubweretsa ogwiritsa ntchito m'magulu a WeChat, kuwayang'anira nthawi zonse, ndikuchepetsa kusokoneza.
Mwachitsanzo, mutha kukhazikitsa njira yolumikizirana, pogwiritsa ntchito mapointi ndi kuchotsera kuti musunge ogwiritsa ntchito ndikuwathandiza kuti azigula zinthu nthawi zonse.
Chitsanzo china ndi kusintha kwa kuchuluka kwa malonda (CRO), komwe kumaphatikizapo kusintha tsamba la tsatanetsatane wa malonda ndikusintha njira zotsatsira kuti mupeze ndalama zambiri popanda kusintha kuchuluka kwa anthu omwe amagula.
Double 11 ndi 618 kwenikweni zimanena za kuwononga mphamvu yogulira yomwe ilipo kale.
Pamapeto pake, zonse zimadalira kuchuluka kwa deta.
Ngati mungathe kuneneratu molondola nthawi yomwe wogwiritsa ntchito adzamaliza mkaka wake wa mkaka ndikumutumizira uthenga masiku atatu asanathe, si nkhanza, koma chithandizo cholondola.
Aliyense amene angathe kuchita izi ndiye amene amachita bwino kwambiri.
Malinga ndi kafukufuku wa McKinsey, kutsatsa kolondola kumatha kuwonjezera kuchuluka kwa kusintha ndi 20%-30% , komwe ndi mphamvu yogwira ntchito bwino (Chitsime: McKinsey, The Future of Personalization).
Njira yachiwiri: Kugulitsa zinthu zatsopano kudzera m'njira zokhazikika - kugwiritsanso ntchito chuma chodalirika.
Tsopano popeza makasitomala akudalirani kale ndipo mwalipira kuti makasitomala agule, kungakhale kuwononga ndalama kugulitsa chinthu chimodzi chokha.
Nzeru ndikugwiritsanso ntchito chuma chodalirika ndikugawa ndalama zogulira.
Monga Anker, yomwe inayamba ndi kupanga zingwe zochajira, kenako n’kupanga mabanki amagetsi ndi ma speaker.
Chifukwa ogwiritsa ntchito ake ndi gulu la akatswiri a digito, omwe nthawi zambiri amafunika kugula zinthu zina za digito akagula chingwecho.
Palinso NetEase Yanxuan, yomwe imazindikira magulu azinthu zomwe zimagulitsidwa bwino ndipo imagwirizana mwachindunji ndi mafakitale kuti isinthe dzina lawo ndikugulitsa kwa ogwiritsa ntchito ake.
Komabe, kukulitsa magulu azinthu sikungachitike mwachisawawa; kuyenera kutsatira chiphunzitso cha "concentric circle".
Mumagulitsa nsapato zokwera mapiri, kotero kugulitsa ndodo zokwera mapiri si vuto kwa inu.
Komabe, ngati muyamba kugulitsa chakudya cha amphaka chifukwa chongoona kuti chikupindulitsa, malingaliro a ogwiritsa ntchito pa luso lanu adzachepa.
Harvard Business Review ikunena kuti kuchuluka kwa kupambana kwa kukulitsa mtundu kumadalira "kufunikira kwa gulu." Zowonjezera zomwe zili ndi kufunika kwakukulu zimakhala ndi kuchuluka kwa kupambana kopitilira 70% , pomwe zowonjezera zosagwirizana zimakhala ndi kuchuluka kwa kulephera kofika 80% (Chitsime: Harvard Business Review, "Brand Extension: The Good, the Bad, and the Ugly").
Njira yachitatu: Kupeza njira zatsopano zopangira zinthu zakale - arbitrage kutengera malo ndi malingaliro.
Katundu wanu akasiya kugulitsidwa pamalo amodzi, kapena akagulitsidwa bwino kwambiri ndipo mukufuna kuwonjezera malonda, muyenera kusintha misika.
Shein ndi Temu kwenikweni ndi zotsutsana.
Kusamutsa unyolo wogulira zovala zapakhomo kunja kwa dziko ndi mwayi.
Makampani ena a Taobao asamukira ku Douyin ( TikTok) , akugulitsa zinthu zomwezo koma ndi gulu lina la anthu.
Koma si zophweka monga momwe zikuonekera.
Anthu ambiri amafa pano chifukwa chonyalanyaza "kukangana kwa njira".
Zinthu zomwe zimagulitsidwa bwino pa Tmall pogwiritsa ntchito njira yofufuzira sizingawonedwe ngati zasamutsidwira ku njira yogulitsira pa intaneti ya Douyin.
Chifukwa zinthu zofunika pa njira zatsopano zidzakhala zosiyana.
Lipoti la Boston Consulting Group (BCG) likuwonetsa kuti kulephera kwa kusintha kwa njira zolumikizirana ndi 60% , chifukwa malingaliro a khalidwe la ogwiritsa ntchito a njira yatsopanoyi sakumveka (Chitsime: BCG "Omnichannel Strategy in Retail ").
Mtundu wachinayi: Kupanga njira zatsopano ndi zinthu zatsopano - malo oyesera zachilengedwe a zimphona.
Kutsatsa kwa pa intaneti kwa New Oriental komwe kumawonetsedwa pompopompo ndi chitsanzo cha izi.
Komabe, ndiyenera kunena kuti gawo ili ndi malo osaloledwa kwa makampani ambiri apakati amalonda apaintaneti.
Iyi nthawi zambiri ndi njira yomwe makampani akuluakulu amatsatira akafuna kumanga chilengedwe kapena pamene mabizinesi awo oyambirira sakugwiranso ntchito.
Ngati ndalama zomwe mumagwiritsa ntchito panopa zili bwino ndipo gulu lanu likuchita bwino, musayese njira zatsopano komanso zinthu zatsopano mosavuta.
Sikuti kungosintha njira zokha; nthawi zambiri kumatanthauza kuti muyenera kusintha antchito anu, unyolo wanu wogulitsa, ndi malingaliro anu, zomwe zimakhala zovuta kwambiri kuzilamulira.
Malinga ndi kafukufuku wa Deloitte, kuchuluka kwa kulephera kwa mapulojekiti a e-commerce omwe amalowa m'magawo ena kumaposa 70% , pomwe nkhani zopambana pafupifupi zonse zimachokera ku makampani akuluakulu omwe amalipidwa bwino (Chitsime: Deloitte "Digital Commerce Transformation").
Pomaliza: Kusankha mwanzeru n'kofunika kwambiri kuposa khama.
Njira zinayi zokulitsa malonda apaintaneti zingawoneke ngati magawo anayi, koma kwenikweni ndi mfundo zinayi zofunika.
- Bizinesi yomwe ilipo ikuyimira chipambano chachikulu cha magwiridwe antchito.
- Kugulitsa zinthu zatsopano kudzera m'njira zomwe zilipo kale ndikugwiritsanso ntchito chidaliro.
- Kupeza njira zatsopano zopangira zinthu zakale ndi nzeru ya arbitrage.
- Ma channel atsopano ndi zinthu zatsopano ndi njira yabwino kwambiri kwa makampani akuluakulu.
Mu bizinesi, simuyenera kudzaza ma quadrants onse.
Mvetsetsani makadi omwe mwapatsidwa, sankhani njira yoyenera kwambiri, ndipo ndizokwanira.
Monga momwe Peter Drucker ananenera, "Kuchita bwino ndiko kuchita zinthu moyenera, kuchita bwino ndiko kuchita zinthu moyenera."
Kukula kwa malonda apaintaneti sikudalira kuchuluka kwa zomwe mumachita, koma njira yomwe mungasankhe.
Choncho, musamatsatire zinthu zomwe zikuchitika mwachisawawa, ndipo musamaganize zoti zinthu zikuyendereni bwino nthawi yomweyo.
Katswiri weniweni amadziwa momwe angachitire zinthu mosamala kwambiri pamasewera ovuta.
Tikukhulupirira kuti nkhani yakuti "Kodi njira zokulira malonda pa intaneti ndi ziti? Buku lothandiza la njira zinayi zosinthira kuchoka pa makasitomala omwe alipo kupita ku chilengedwe chatsopano" lomwe lagawidwa pa blog ya Chen Weiliang ( https://www.chenweiliang.com/ ) lidzakuthandizani.
Khalani omasuka kugawana ulalo wa nkhaniyi: https://www.chenweiliang.com/cwl-33809.html