Makambani ekutengesa paindaneti anogona sei kukura uye kusimba? Chinokosha ipurofiti yakakura uye kushambadzira kwakarurama.

Chinhu chikuru chinoita kuti kambani yekutengeserana paindaneti ibudirire: kuwana purofiti yakawanda uye kushambadzira kwakanangana.

Kuti makambani e-commerce akure zvechokwadi, anofanira kutanga asimba. Chinhu chikuru chiri mukuvandudza purofiti yakawanda uye kuwana simba remitengo, uye kuwedzera kukura kuburikidza nekushambadzira kwakanangana. Ongororo yeMcKinsey inoratidza kuti makambani e-commerce anopfuura 68% ane purofiti iri pasi pe5%, nekuda kwekuvimba zvakanyanya nekutenga vatengi vatsva ukuwo achiregeredza purofiti yakawanda.

Nekucheka zvigadzirwa zvine mwero wakaderera, kuisa mari mukugadzira zvigadzirwa zvine mwero wepamusoro weS-level, uye kuisa purofiti mukushambadzira kwebhajeti yepamusoro, makambani haangogone chete kuwedzera purofiti yavo neanopfuura 7%, asiwo kuwana kuwedzera katatu kwehuwandu hweodha. "Saizi" yechokwadi haisi yekuwedzera kukuru, asi ndeyekukura kwenguva refu kunotungamirirwa ne "simba."

Varidzi vazhinji vemabhizinesi e-commerce vari kutsvaga "chiyero," asi kiyi chaiyo ndeye "simba." Kana ukanyanya kutarisa paGMV worega purofiti yakazara uye simba remitengo, saka chinonzi "hukuru" chingangove bubble yakazvimba.

Usati waedza kuva nehukuru, tanga wanzwisisa matambudziko e "hukuru".

Makambani mazhinji ari kukura nguva dzose, achizadza macatalog ezvigadzirwa zvavo uye achiwedzera huwandu hwevashandi vavo, asi vanozopedzisira vava nekuunganidza zvinhu zvavo uye mari yavo yakawanda.

Sekureva kweMcKinsey research, makambani ekutengesa paindaneti anopfuura 68% ane purofiti iri pasi pe5% nekuti anovimba zvakanyanya nekutenga vatengi vatsva uye anoregeredza purofiti yakawanda uye anodzokorora kutenga.

J pachake akaona kambani ine mari inodarika bhiriyoni imwe chete yeYuan pagore, iyo, nekuda kwehondo yemitengo, yakatambura nedambudziko remari uye yakatofanira kutengesa bhizinesi rayo guru mukati memwedzi mitanhatu. Kambani inonzi "hombe", isina rutsigiro rwepurofiti, idambudziko guru.

Chinhu chikuru chekubudirira kwekutengeserana kwepaindaneti: simba remitengo uye purofiti yakakura

Simba rechokwadi harisi rehunyanzvi hwemazuva ano, asi pane zviratidzo zviviri zvikuru:

• Simba remitengoTinogona here kutengesa nemutengo wakakwira kupfuura wevakwikwidzi vedu asi tichiri kuita kuti zvitengeswe?
• Gross marginYakakwira zvishoma muzana here kupfuura avhareji yeindasitiri?

Usazvidza musiyano iwoyo wemapoinzi matatu; zvinogona kuwedzera purofiti yako ne50% kana kukupa bhajeti rakakura rekushambadzira. Pakupedzisira, makwikwi ebhizinesi anoenderana nekuti ndiani ane zviwanikwa zvakawanda.

Nyoresa kuti uve nesimba

Kambani J yakambobvisa zvigadzirwa zvese nemutengo wakaderera pane avhareji, zvichideredza timu yayo kubva pavanhu makumi maviri nevashanu kusvika pavanhu gumi nevashanu. Mugumisiro wacho waive wekuti kambani haina kuita diki, asi kuwedzera kwakananga kwemutengo wepurofiti we7 muzana . Iri ndiro simba rekubvisa.

Makambani mazhinji e-commerce anonyanya kuda "kuzvimba," zvichiita kuti vashandi vasawane mari asi vachifambisa mari inorasikirwa nemari. Kuderedza mitoro iyi kunogona kuderedza chiyero, asi kuchawedzera purofiti, uye uchatove wakasimba.

Kushandisa simba kuti uwane hukuru: Mapurofiti yakawanda inowedzera kukura kwebhizinesi.

J paakaisa purofiti yakawanda mukushambadzira uye akatenga mapakeji akawanda ekutengesa ane mitengo yepamusoro, chigadzirwa cheS-level, icho pakutanga chaitengeswa zvakanaka pakati pemapoka eniche, chakabva chakwira nekukurumidza kusvika pamusoro perunyorwa rwekutsvaga rwuri kufarirwa mumatanho ese, uye huwandu hwemaodha hwakapetwa katatu.

Kuwedzera uku hakusisina kujeka, asi kunokonzerwa nekuwedzera kwakasimba kwemari uye kushambadza kwakarurama.

Uku ndiko "kukura" kunobva mukuva "nesimba"—hakusi kungokura zvakanyanya, asi chikero chine zvipingamupinyi uye kuenderera mberi.

Matanho Matatu Ekuita Kuti Kambani Yekutengesa Paindaneti Ive Yakakura Uye Yakasimba

• Kunanga MaoriUsangotarisa paGMV chete; verenga purofiti chaiyo uye purofiti chaiyo. Kana zviri pasi peavhareji yeindasitiri, chiratidzo chekunyevera.
• BvisaKubvisa zvigadzirwa zvisina pundutso uye vashandi vasina simba, kunyangwe chiyero chikadzikira nehafu, chero bedzi purofiti yakawedzerwa, wava kutowedzera kusimba.
• Shandisa simba kutsiva hukuru: Gadzirisa zvigadzirwa zvemhando yepamusoro zveS-class, isa purofiti mukushambadzira, uye paradza makwikwi nemabara.

Mhedziso: Simba rakaenzana nehukuru, uye purofiti ndiyo chipingamupinyi chechokwadi chekupinda.

Kuita bhizinesi hakusi kwekuti ndiani anogona kuputira bharumu rake zvakanyanya, asi kuti ndiani ane muviri wakasimba uye michina yakanakisisa. Musika uchasimudzira vane simba kusvika padanho rakakura. "Ukuru" hwechokwadi hunotungamirwa ne "simba."

Saka, kuti makambani e-commerce akure uye arambe akasimba, pfungwa huru inogona kupfupikiswa mumutsara mumwe chete: kutanga kusimba, wozokura.

Kana uri kufunga nezvekubatsira kambani yako kuti ibudirire mumatambudziko ayo, funga kutanga nepurofiti yakakura uye simba remitengo. Siya mhinduro inotsanangura mamiriro ako aripo iye zvino, uye tichaitsanangura pamwe chete kuti tishandure "simba" kuita "hukuru chaihwo."

Unofunga kuti matambudziko akaomesesa kumakambani e-commerce ndeyekuvandudza purofiti yakawanda, mari yekutenga traffic, kana kushanda zvakanaka kwechikwata here?