Haier's e-commerce operation mode

First, the introduction of Haier's e-commerce model

1, the formation of Haier's e-commerce

From Haier's own practice, the formation of its e-commerce theory should start from adapting to the "new economy", and enterprises that adapt to the new economy must meet at least three standards.

First, a resilient management system. This requires three changes, that is, the change of management direction-from linear functional organization structure to four business process reengineering market chains, from domestic market to foreign market, from manufacturing industry to service industry.

Second, we must develop world-famous brands.

Third, there must be a strategy of online sales, that is, e-commerce. It can be seen that Haier's development of e-commerce is one of its essential requirements to adapt to the new economy.

2. Haier's e-commerce operation mode.

Haier's basic strategy for developing e-commerce is:

First, establish a vertical website with distinctive personality, and further enhance Haier's competitive advantage in the field of home appliances through e-commerce.

Haier does not rely on price, but on service and innovation to compete. At present, the main content of Haier's service is to provide customers with more convenience and personalized service innovation through the website.

Thirdly, optimize the supply chain through e-commerce technology, outsource part of the manufacturing business of the company, and change the promotion mode into the promotion mode to improve the core competitiveness of enterprises under the new economy.

Haier's main mode of developing e-commerce is:

First, B2C e-commerce has achieved zero-distance communication between enterprises and consumers, and enhanced the brand value of enterprises in all directions;

The second is B2B e-commerce, which realizes efficient cooperation with suppliers and customized services for sellers.

3. The operational characteristics of Haier's e-commerce.

Developing special pages Haier Group is famous for its excellent service, so it also highlights this point in website construction: always put the needs and interests of customers first. In its online store, in addition to regular recommended products, there are also product customization. "Your problem is our development topic!" That's what Haier said and did. Haier is service-oriented. The life of an enterprise lies in innovation, and Haier Group will meet customers' requirements with newer, higher and better products. "We can do whatever you can think of" is Haier's promise. Haier knows the true meaning of Internet operation and success: all promising actions are in the process of integration. So Haier will come up with a special page to set up friendly links. This marketing strategy is not only extraordinary and generous, but also makes logo advertisements for these websites, which can facilitate visitors.

Make a website with distinctive personality and characteristics

The biggest feature of Haier's e-commerce is personalization. Haier internally proposes zero distance with customers. In addition to information contact, it also allows users to customize products according to their personality. Previously, users' choices were limited. This customized service can be for end users or distributors. Haier's distributors, facing more non-network users, know best what kind of goods end users need, and have zero distance with distributors, so that distributors can customize products instead of customers. BZBZC's model conforms to the actual situation, and also helps Haier to train a large number of designers of Haier product users.

Build your own logistics procurement platform

In the past, the relationship between Haier and suppliers was a simple business relationship. As a supplier, we can only passively "wait for the order" and "wait for the payment". Haier's contact with suppliers is basically only by fax or telephone, so it is naturally impossible to guarantee accurate and timely information communication. Now, through the B2B procurement platform closely integrated with enterprise internal ERP, the collaborative business between Haier and suppliers has been realized, and a strategic partnership centered on purchase orders has been formed between enterprises and suppliers, realizing the interactive communication of information and achieving a win-win goal.

Second, Haier e-commerce model analysis

(A) Haier e-commerce operating philosophy

1. E-commerce and traditional commerce complement each other. Nothing has an absolute advantage, and e-commerce is no exception. E-commerce and traditional methods have their own advantages and limitations, and each has its own scope of application. Online stores have the advantages of online stores, while traditional stores have the survival and development space of traditional stores. Their relationship is not so much "substitution" as "complementarity".

Haier believes that the world will be more diversified because of the network, and human beings will have more choices because of the network. Haier has given full play to its respective advantages, sought advantages and avoided disadvantages, and found a business model and loyal customers suitable for the network. Haier's e-commerce develops healthily in the complementary with traditional business.

2. Cooperation and sharing

The basic characteristics of network market are large market scale and low entry cost, which provides a very good space for small companies with core competitiveness to survive and develop. Generally speaking, small companies are not as good as big companies, but in a certain field, big companies may not be able to outperform a small company with core advantages. Moreover, the centralized monopoly is increasingly inconsistent with diversified and personalized customer needs. Haier pays attention to service and innovation, to building core competitiveness and to cooperation and sharing. It is not blindly pursuing enlargement and enclosure, nor is it trying to pursue monopoly.

(B) Haier e-commerce operation strategy

The development of e-commerce cannot be realized by any enterprise in a short time. With the enhancement of economic strength of enterprises, multinational enterprises are gradually implementing the strategic operation of e-commerce. There are many implementation factors of e-commerce strategy, among which the key implementation factors are logistics, network marketing, information management and other modes, which are the core of e-commerce strategy and the key to enterprise IT and business cooperation. With the rapid development of Haier, its brand has become one of the world brands. In order to have a clear understanding of Haier's e-commerce strategy in recent years, we will analyze Haier's e-commerce strategy from the following three aspects.

1, Haier's logistics

Haier's industries involve household appliances, communication, IT, furniture, biology, software logistics, finance, tourism, real estate, electrical appliances and so on. So many product categories are difficult to manage by relying on the original supply chain resources of the enterprise itself. As early as many years ago, Haier Group integrated the functions of purchasing, raw material warehousing and distribution, finished product warehousing and distribution which were originally scattered in 28 product divisions, and established an independent professional logistics company. From the three stages of logistics reorganization, supply chain management and logistics industrialization, Haier's logistics development process is basically the same as that of international logistics development, but Haier has surpassed its logistics turnover in only three years.

20 billion yuan. This achievement was achieved because Haier integrated the global distribution resource network and created the value-added goal of Haier logistics.

2. Haier's network marketing

As an important part of e-commerce strategy, network marketing plays a key role in saving costs for enterprises in the process of e-commerce. There are various factors and modes that affect online marketing, mainly B2B and B2C. Haier conducts online marketing through online shopping malls, and its main features are as follows:

(1) Use advanced search engine tools for product search.

Haier has a wide range of products. When developing online marketing, its website can classify products according to product performance and price, thus providing customers with convenient product search function. When you open Haier's online shopping mall, you can clearly see the way of its search engine. For example, according to product classification, there are 27 categories, prices, models, keywords and so on. , so that users can easily obtain products that satisfy users. This way greatly improves the convenience for users to use e-commerce. At present, enterprises pay more attention to the use of search engines when developing e-commerce. At present, the search engine used by Haier is a combination of full-text index and directory index, which changes the single browsing form of website products in the past and makes the browsing form of information more convenient, simple and comprehensive.

(2) adopt membership system to sell products.

According to the classification mode of e-commerce, the main sales modes of Haier's e-commerce strategy are B2B and B2C (that is, its users are divided into enterprise users and individual users). In the member sales mode, after members buy products on their websites, the system will automatically verify the user's membership category and city. According to the basic information of members, the cities where Haier Club and Haier Sales Branch are located distinguish the "club membership price" enjoyed by members from other preferential treatments enjoyed by members. This way greatly facilitates the purchase process of products by users, reduces users' dependence on information, and enhances the tightness of enterprise supply chain.

(3) Adopt advanced payment methods.

Haier's online shopping mainly adopts three payment methods (online payment, cash on delivery and bank wire transfer). There are three banks for online payment: China Merchants Bank, Industrial and Commercial Bank of China and China Construction Bank. Online payment is carried out through the payment platforms of major domestic banks, and the security is guaranteed by banks. When users begin to fill in credit card information, they have actually left Haier Online Mall and arrived at the bank's payment platform. Therefore, don't worry that your credit card information will be leaked through Haier Mall. This greatly enhances the security of users' online shopping; Cash on delivery means that the user places an order on the website first, and when Haier sends the products you ordered to the receiving office, you sign for them before paying. Bank telegraphic transfer is similar to postal remittance, which means that users first place an order online and choose the payment method of bank telegraphic transfer, and then go to the bank to transfer the payment to the bank account published by Haier on the website. With the guarantee of the integrity and security of e-commerce strategic data, Haier's online payment can gain the trust of users and develop smoothly.

3. Haier's information management mechanism

Integrated framework mechanism of information system

Information system is the main guarantee for the smooth development of enterprises. If an enterprise wants to be in an invincible position in the international competition, it must use the existing enterprise resources to establish a perfect information system framework. Haier has demonstrated Haier's enterprise information platform to the whole world, including Haier's global website, subsidiary website, product search and other functions, providing a variety of information exchange platforms for global users, providing a timely Haier for the world, ensuring the smooth operation of Haier in the transnational operation and logistics of enterprises in the country and even the world, and meeting the fundamental needs of customers. Enterprises should attach importance to talent training and reserve. At present, a factor affecting the implementation of the framework of the whole enterprise information system is the lack of talents, and the whole enterprise information construction must be guaranteed by talents. Joining the WTO will make the competition for talents more intense. Enterprises should attach importance to training and reserving talents for information construction, and establish and improve the comprehensive framework mechanism for enterprise information construction.

Third, Haier e-commerce operation management

Haier Group strives to transform traditional industries with information technology, actively implements computer management of key links such as production, sales and service, and puts forward the conception and implementation scheme of Haier Group's e-commerce management system. The scheme aims at establishing the company's e-commerce management system, takes computer software and hardware technology as a means, and integrates international advanced management concepts, business methods and market criteria, transforming traditional internal management into generalized supply chain management that comprehensively optimizes the resources of suppliers, enterprises and customers, paying attention to the effective accumulation and utilization of internal and external data and information of enterprises, forming and establishing its own multidimensional knowledge base for effective analysis and decision-making, and gradually realizing enterprise-oriented market, sales and sales. Support the online procurement system of enterprises; Global optimized supply chain management system; Haier group product electronic trading platform; ERP system centered on financial management; Networked collaborative technology development system and enterprise analysis and decision management system.

Now, Haier's annual investment in new product development accounts for 6% of sales, with more than 2 billion yuan. Haier spends the most money in this respect. All the best computers and development software are used. It is important to develop popular products in the market. To collect, sort out and analyze users' demand information by electronic means, and communicate directly with customers by using the good interactive advantages of the network, Haier has set up an online service center for this purpose. Users can make various inquiries, suggestions, or register or even complain through the online service center or hotline, and all information is entered into the service center information base. Due to the incorporation of computer system management, the work efficiency of Haier service personnel has been greatly improved, providing great convenience for users.

Extended content

Main operation modes of e-commerce

The first type: comprehensive shopping mall

Representatives: Pengcheng Wan Li Trade City, Tianhe City, Besnier and Jiazheng Square on Taobao Line.

Mall, called the city, there will be many shops in the natural city. Yes, comprehensive shopping malls are like large shopping malls that we usually enter in real life, such as Tianhe City, Jiazheng and Xindaxin. The first floor of the mall may be a first-class brand, then the second floor is women's wear, the third floor is men's wear, the fourth floor is sports/decoration, the fifth floor is digital, and the sixth floor is special ... put n brand stores in it, and this is the mall. Taobao Mall in the back is naturally this form, which is no different from tradition. It has a huge shopping group, stable website platform, perfect payment system and credit guarantee system (although there are still many shortcomings at present), which promotes sellers to sell things and buyers to buy things. Like traditional shopping malls, Taobao itself does not sell things, but provides a complete sales package.

The advantages of online mall, such as sufficient popularity, rich products, convenient logistics, cost, 24-hour city that never sleeps, no geographical restrictions, and more abundant products, reflect that online comprehensive mall is about to gain a place in the trading market.

This kind of shopping mall is divided into regions, and there are always three or five big shopping malls in every big city. In the Internet field, it is also doomed that three or five comprehensive shopping malls will dominate the world, and now it is the embarrassing situation that Taobao is the only one. In fact, there are similarities between Pai/Yi Bei/Yes, but they are so far apart that I don't even want to mention them.

The second type: specific integration type

Representative: Sai V network

Saiv. com is mainly engaged in online sales of sporting goods, shopping guides, news information and event reports. , and will be a large-scale comprehensive sports portal. Beijing Saiwei Net Information Technology Co., Ltd. is an innovative comprehensive enterprise. They innovatively integrate the advanced e-commerce model with the traditional retail industry, serve customers with the help of modern network platforms and call centers, and are mainly engaged in sports brand goods business, so as to be only authentic and pay great attention to customer service. Relying on Saiv, the company takes online marketing and website promotion as the main means, and mainly relies on advanced marketing concepts, efficient and perfect distribution methods and brand-new business models to provide consumers with high-quality and perfect shopping experience.

The third type: department stores

Representative: Tesco buys nogogo Pengcheng Wan Li Business Mall, Amazon, Dangdang and Wal-Mart on Joyo.

A shop, called a shop, is only one seller; Department store is a rich product line to meet daily consumption needs. This kind of store has its own warehouse, which will reserve a series of products for faster logistics and customer service. This kind of store will even have its own brand. It's like offline Vuormaa, Watsons, Baijia.

The most concerned about this model is Amazon. Many friends in the industry laughed and said that if you want to enter the e-commerce industry, you should learn from Amazon first, become an e-commerce industry, and get rid of Amazon. This is your major. Scale makes you love and hate. Take Dangdang as an example here. Zhuo Yue is a company that I admire very much, because it has hardly made any money for ten years. Although Amazon claimed to buy Dangdang for $65.438+0.5 billion in 2004, it was rejected and bought Zhuo Yue at half price. Perhaps this is a strategy of capital operation, but it also shows that the owners who operate these two websites have good capital operation ability.

Dangdang, how many online stores will there be?

Due to the differences in inventory and distribution conditions, stores have different characteristics, that is to say, online stores have brand effect and differentiation. Since there is differentiation, there can be many online stores under this model, not just three or five, or even a multiple. Many consumers' shopping is random. In the process of shopping, the factors influencing consumers to choose online stores are independent and numerous, and each factor has an equal position in the total influence. Maybe consumers will try other businesses because of a certain experience, small price difference or poor shopping experience.

Among them, Dangdang Zhuoyue tried the store-in-store model, but failed, but there were signs that it wanted to transform into a mall.

The fourth type: vertical stores.

Representatives: McCawlin, Pengcheng Wan Li Trade City, Red Kids, JD.COM Mall, Besnier, Gome.com.

Vertical stores, serving certain specific people or certain specific needs, provide comprehensive products and more professional service expressions related to this field or demand.

For example, McCawlin is positioned as a group of young women aged 18-25 who have no store sales carrier. Although I started with DM, I gradually turned to online stores.

For example, when Red Kids started, they cut into the market segment of maternal and child consumers. For example, JD.COM is an online Gome, which specializes in selling electrical appliances /3C products.

There are many similarities in the products of this mall, either to meet a certain crowd, to meet a certain demand or to meet a certain platform (such as electrical appliances).

How many vertical shops are there on the Internet? It depends on the market segmentation. If the subdivided category is X, it is three to five times that of X, because there are always three or five companies competing there in every field. Although everyone on the internet said that they would not have a second child, this is not the case. Although the second child lives very hard, he is still trying to live. It is precisely because of a good competitive landscape that services can be improved.

Here, we find a phenomenon, such as JD.COM Mall and Red Kids, which is the above example. Judging from the recent actions, they have all started to expand their product lines. For example, Red Kids has expanded from the original maternal and child market to a family-based shopping platform; For example, JD.COM attracts a large number of buyers through low-priced electrical appliances /3C products, and then enriches the product line, adding/recommending products with larger profit margins to seek profits. Obviously, they are all transforming into general stores. Compared with the expanding market segments, vertical stores such as McCawlin and Ge You. Com and jiuku. However, com, which is aimed at crowd segmentation, chose another way to build itself into a brand, which is deep, detailed and specialized.

The fifth type: compound brand stores.

Representatives: Giordano, Belle

Giordano is a traditional clothing brand, which has N direct stores and franchisees. Jia Zheng Mall opened, Giordano entered, online Taobao Mall opened, and online Giordano also entered. And even if all the shopping malls are dumped, Giordano has his own independent image shop, which is a traditional brand. When Giordano found that online consumers were different from offline consumers, he boldly used price discrimination. Its perfect warehousing management reduced the display cost of commodity stores through online sales, shared the inventory cost, and optimized the operation of cash flow and commodity circulation.

Just like Belle, there are nearly 8,000 stores offline, and it is announced that it has made a market of 654.38+06 billion in 2008. At present, it is a bold attempt to enter the network. Online styles or brands are separated to a certain extent, and mass production is also carried out, because if online sales are endless, then 8000 stores are a good outlet for clearing inventory. 200,000 pairs of shoes, and each store sells more than 20 pairs.

Similar to this kind of store, with the maturity of e-commerce, more and more traditional brands will join the battlefield of e-commerce, with the goal of seizing new markets, expanding new channels and optimizing products and channel resources. A wave of marching momentum is just around the corner.

How many online stores are there? There are as many offline as there are online. Including Gome, are all compound online stores, but the integration is not enough, and the whole logistics, cash and talent operation system is not mature.

Sixth: light brand shop

Representatives: Vanke Eslite, Meng Bazaar

The cases of PPG and Vanke Eslite have spread all over the streets. Although there are many controversies, new things always arise from them. There are two reasons to join Meng Bazaar here. First of all, yes, PPG has been defeated by many media, and there are rumors that Vanke Eslite is about to transform into a comprehensive shopping mall. For Moe Sally, it is first launched from DM+ network+call center, and then from offline image brand stores. It is said that the monthly sales volume has reached 7 million. It is also a representative worthy of attention.

China is a big producer with more than N foundries, and its mature industrial chain can meet the production demand. The so-called third-rate enterprises do products, second-rate enterprises do technology, and first-class enterprises do standards. People in China make money at the product profit premium, not at the brand profit premium (for example, MP3 in China earns ten dollars, and Apple in the United States earns more than ten dollars). In the big environment, you don't have to have your own factory to be a brand. On the contrary, China has a unique advantage, and brands can focus more on providing personalized and refined products that meet the needs of the audience. Based on brand positioning, strengthen product design, through the application of information technology, with the help of increasingly mature internet sales platform, increasingly perfect logistics distribution and even various services, make the whole chain increasingly refined and perfect, so that brands can focus on their own areas of expertise. Through outsourcing, concentrate on forming the product standards of your own brand, and then use the best raw material suppliers, find the best manufacturers, find efficient and effective promotion channels, and unite with the strong, and the advantages of specialized brands will be vividly displayed. Looking around, almost all the top brand enterprises in the world do this.

Seventh: service-oriented online shop

Representative: Yimei also has it.

Yimei is an online printing company. For example, Xiao Wang got married, went to Europe for their honeymoon with his wife and took many photos. However, before going home, relatives and friends all got photos of Xiao Wang's washing through Yimei Online. Some photos are embedded in bone China cups, and some are bound into beautiful photo frames according to their own wishes and placed in front of their parents' homes.

"I also want to buy it in buy buy all over the world." Yes, it can also help you buy the products you want all over the world and make a profit by charging appropriate service fees.

There are more and more service-oriented online stores, all to meet people's different personality needs, and even to help you queue up to buy movies and sell them. They are all transactions, and I look forward to seeing more service-oriented online stores.

Eighth: the type of shopping guide engine

Representative: Abby. com

Biyou can share Biyou's product experience reviews here, and Biyou is also keen to tell more about Biyou's own product experience.

As the upstream business of B2C, we bring customers to businesses. The service industry must stand from the perspective of consumers. This is the king. Airbnb strives to become an effective traffic procurement platform for e-commerce and reduce the marketing cost of high-quality b2c businesses.

Ninth: online product customization

Representative: Yidian Customization

Customized interface Since 2006, the domestic personalized product customization industry has developed rapidly, which is well received by consumers and sought after by many entrepreneurs and businesses! Commodity customization is a long tail industry. Many customers may only look at a certain point of goods, but they have to spend money to buy a whole product. Commodity customization can just solve this problem, let consumers participate in the design of goods and get the goods they really need and like.

C2C = consumer to consumer

C2C, like B2B and B2C, is one of several modes of e-commerce. The difference is that C2C is a user-to-user mode. C2C business platform is to provide an online trading platform for buyers and sellers, so that sellers can actively provide online auction of goods, and buyers can choose their own goods for bidding. Typical C2C include Baidu C2C, Taobao, Paipai, etc.

However, the growing c2c needs to establish a more effective fund supervision mechanism to prevent commercial platforms from exploiting financial loopholes, arbitrarily freezing and misappropriating sellers' funds and conducting financial operations, which will bring financial risks to the financial community and many sellers.

B2M = Business to Manager (1)

Compared with B2B, B2C and C2C, B2M is a brand-new e-commerce model. This kind of e-commerce is essentially different from the above three, and its fundamental difference lies in the different nature of the target customer groups. The target customers of the first three are consumers, while the target customers of B2M are the sellers or workers of enterprises or products, not the final consumers.

Compared with traditional e-commerce, B2M has been greatly improved. In addition to the essential differences in user groups, B2M has a greater characteristic advantage: developing e-commerce offline! The characteristics of the above three kinds of traditional e-commerce: the buyers and sellers of goods or services can only be netizens, while the B2M model can completely take the information of goods and services on the network offline. Enterprises release information, managers get business information, and provide goods or services to everyone, whether online or offline. In fact, B2M is essentially a proxy model.

B2M = Business-to-Business Marketing (2)

Marketing-oriented e-commerce enterprises (e-commerce companies or companies with e-commerce as an important marketing channel). B2M e-commerce company has established a marketing website based on customers' needs, and widely promoted and standardized shopping guide management through online and offline channels, making the website an important marketing channel for enterprises.

M2C = manager to consumer

M2C is an extended concept for B2M e-commerce model. In the B2M link, enterprises publish their products or services through the network platform, professional managers obtain the information of their products or services through the network, and provide products sales or enterprise services for enterprises, and enterprises achieve the purpose of selling products or obtaining services through the services of managers. In M2C, the manager will face the consumer, that is, the final consumer.

M2C is an extension of B2M, and it is also an indispensable follow-up development link of B2M, a new e-commerce model. Managers will eventually sell their products to the final consumers, a large part of which will be in the form of e-commerce, similar to C2C, but not exactly the same. C2C is a traditional profit model, and what it earns is basically the price difference of goods. On the other hand, M2C's profit model is richer and more flexible, which can be price difference or commission. Moreover, the logistics management mode of M2C can be more diverse than that of C2C, such as zero inventory; Cash flow is also more advantageous than traditional C2C.

E-commerce on the Internet can be divided into three aspects: information service, transaction and payment. The main contents include: e-commerce advertising; Electronic purchase and exchange of transactions and electronic transaction vouchers; Electronic payment settlement and after-sales online service. The main types of transactions are business-to-person transactions (B-to-C mode) and business-to-business transactions (B-to-B mode). There are four subjects involved in e-commerce: customers (individual consumers or enterprise groups), merchants (including vendors, manufacturers, storage and transportation companies), banks (including issuers and acquirers) and certification centers.

From the perspective of trade activities, e-commerce can be realized in multiple links, or it can be divided into two levels. The lower-level e-commerce is e-commerce, e-trade, e-contract and so on. The most complete and advanced e-commerce should be to use the Internet to carry out all trade activities, that is, to completely realize information flow, business flow, capital flow and partial logistics on the Internet. In other words, you can negotiate with customers online, place orders, pay (receive) money, open electronic invoices and even pay taxes through electronic customs declaration in one go.

Tenth: SNS-EC (social e-commerce)

Social commerce is a new derivative model of e-commerce. With the help of social media and online media, the purchase and sale of goods are assisted through social interaction and user-generated content. On Web2. In the era of 0, more and more content and behaviors are generated and dominated by end users, such as blogs and Weibo. Generally can be divided into two categories. One kind, focusing on commodity information, such as Kaboodle and Thisnext, is an early model. Mainly through sharing personal shopping experience on social platforms, users can recommend products in social circles. The other is a relatively new model, directly involved in the sales process of goods through social platforms, such as Groupon, a social group buying website. . There are also social online stores: French platform Zlio and China's Lajoy LaJoy. This is to let end users also participate in the process of commodity sales and sell commodities through social media.

Eleventh: ABC mode of e-commerce

Representative: Fu Tao!

ABC mode is a new type of e-commerce mode, which is considered as the fourth largest e-commerce mode after Alibaba b2b mode, JD.COM Mall b2c mode and Taobao c2c mode. It is an e-commerce platform integrating production, operation and consumption, which is jointly built by agents, merchants and consumers. The three can be transformed. We serve and support each other. You have me and I have you, which truly forms the unity of interests.

Twelfth: BSC mode of e-commerce

Representative: the beautiful global village

BSC is the abbreviation of English business-service-consumer, which is an e-commerce transaction guarantee platform integrating merchants, consumers, entrepreneurs, convenience organizations, investment promotion projects, third-party payment, B2B, B2C, C2C and C2B. B = commerce, which means enterprise; C = customer, which refers to consumers and terminals; Service, success, sales.