Looking at the rise of online shopping and e-commerce, more and more outdoor brands are opening up online sales channels. Outdoors have gradually matured, from a small plate of the original movement, slowly into a mainstream plate.
The outdoor brand e-commerce has been singing all the time, but people in the industry have said: “E-commerce electricity providers will be 'electrically injured' if they are not careful.†There is strength and caution; there is no capital to be touched.
So what do you need to pay attention to when outdoor brands want to do a good job in e-commerce? How can we avoid "electric injury"?
1. Find a good positioning
All e-commerce models, whether sports, outdoor, or other branded enterprises, must enter the e-commerce business. The first consideration is the positioning of the brand online. Enterprises should fully examine the needs of the market through offline customer groups, and use market promotion as the basis for companies to do a good job of online brand positioning. What's more important is to stagger online and offline positions and reduce conflicts to achieve complementary goals.
Brand positioning includes brand style, brand consumer groups, and product prices. Outdoor e-commerce has special characteristics for people and product positioning. The e-commerce business must really do a good job. The key point is that “what things sell to whom.†Create exclusive products based on customer groups, customer needs and preferences.
2. Build a team
The formation of e-commerce needs to integrate multiple resources. If a small enterprise has weak production capacity, lacks product innovation, and has little operating funds, it has set itself a big goal and is unrealistic.
It is best for powerful brands to form their own e-commerce team. SMEs can seek partners or outsource projects under conditions that are not mature in all aspects.
E-commerce is more than just a sales department. It is an industry and it is equivalent to an independent company. There are specializations in the surgery industry, so that professional people can do professional things. Enterprises only need to control their own products and do a good job of off-line services, which can have the effect of complementing each other and doing more with less.
3. Product organization
A good product is a prerequisite for a good electricity supplier. For a brand with a physical store, the distinction between online and offline products must be differentiated. Depth of online products, width of products under the line. Width means that the product line must be complete, including shoes, clothing, bags, caps, socks, and gifts. Depth refers to the quantification of flagship products, and online single products are sold well, and can reach 100,000 pairs or even 1 million pairs, but this can never be done offline.
4. Independent e-commerce warehouse
E-commerce must have independent e-commerce storage. E-commerce is to stock up all the goods in a warehouse, and then sell them out in the form of sales plans, activities, distribution, etc., and it generally takes a certain period of time to finish sales. The production process and the concept of stocking are also not the same. The timeliness of on-line delivery of goods is higher than that of offline orders. For example, when an activity starts, the online must be available on the same day. Therefore, online must ensure that the effective and accurate e-commerce inventory.
5. E-commerce operations focus on skills, the core lies in products
(1) The core of e-commerce is products. In fact, the most solid operational skills are to make good products. Big brands are relatively good. Small brands use good products to create word of mouth and gradually increase conversion rates.
(2) Improve the service mechanism. Current consumer demand for logistics is very high, and customer service is highly valued, and conforming to the needs of consumers is one of the keys to branding.
(3) The leaders who have the power to control the overall situation and correctly grasp the information of the entire industry. By grasping the situation, to better judge the market, grasp the direction of the market, and constantly adjust according to the steps of the entire market demand and changes in consumption habits, and reasonably adjust the business strategy.
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