What are the characteristics of the online market?
Source: Shangpin China |
Type: website encyclopedia |
Time: June 12, 2014
With the prevalence of the Internet, the use of the Internet without borders and regional boundaries to sell goods or provide services has become a new choice of trading methods. From the perspective of market operation mechanism, Website production The market has the characteristics that the traditional entity market does not have, and these characteristics are the advantages of the network market.
1. Business mode without stores
Compared with the traditional market operation mode of attracting customers by virtue of superior geographical location and gorgeous decoration, the online market does not need stores and full stores, nor does it need service personnel and goods display. For example, in October 1995, the first online bank in the world, Security First Network Bank (SFNB), was born in the United States. This bank has no buildings, no address, only a website. The business hall is the home screen, and all transactions are conducted through the Internet. In just a few months after the opening, nearly ten million people surfed the Internet, which shocked the financial sector. So several banks immediately followed suit and opened banks online. Then, the trend gradually spread to the whole world, and online banking came into people's lives.
2. Business form without inventory
In the sales process of online stores, after receiving orders from customers, they can place orders with manufacturers, instead of displaying goods for customers to choose, they can just print out the goods menu on the web page for selection. Therefore, the store will not increase the cost due to inventory, and its price is lower than that of ordinary stores, which is conducive to increasing the charm and competitiveness of the online market. Dell does not have a warehouse for raw materials or products. All raw materials are transported to the production workshop by container trucks. Its automatic production line runs round the clock. Accessories are sent in from one end of the production line. Within five hours, they become finished products and go out from the other end. Then they are directly transported to the customer service center. In this 13000 square meter workshop, the daily average output of computers is more than 10000, and the maximum output can reach 20000. Dell adopts the customized production mode, organizes production according to the number of customers' network and telephone orders, and has no product inventory; Adopt modern logistics management system without raw material warehouse; The modern assembly line ensures the maximum daily average output value. These are the best diagnoses and interpretations of Dell's success.
3. 24-hour operation without time limit
The business hours of the traditional market are limited, while the online market is open 24 hours a day, 365 days a year, and there is no business hour limit, which is very attractive for people who are busy at work and have no time to shop; The online market also does not need to employ business service personnel, which can get rid of the trouble caused by customer aversion due to employee fatigue or lack of training. According to the latest research results of iResearch, in February 2009, among Chinese family and office netizens (excluding Internet cafes and other public Internet sites), one of the characteristics of online shopping users' purchase frequency and shopping time is that daily shopping peaks are concentrated around 12:00 p.m. and around 21:00 p.m, 10-12 am is near the lunch break time, and 13 pm is the time when people just started to work. During these hours, working users can use the relatively free time to browse shopping websites and place orders; For the non working group of shopping users, it is a good time to use the Internet after 10 a.m. and 13-16 p.m., which is also a good time for online shopping; At the same time, around 21:00 in the evening, most users have a rest time, and the proportion of browsing the web page and using various network services is relatively high. Therefore, it is also a small peak of online shopping for users.
4. Business scope without borders and regional boundaries
The typical problem of the traditional market is that it cannot get rid of the limitation of the business scope. The Internet has created an instant global community, which eliminates the time and geographical barriers to doing business with customers in other countries. In the face of the Internet, which provides unlimited business opportunities, domestic enterprises can join the Internet market and carry out global marketing activities. For example, Haining Leather Garment City in Zhejiang Province has added computer Internet, and since then, it has set foot on the information highway to the world. It has imported the style and price information of 17 kinds of goods, such as men's and women's leather coats and leather jackets, into the Internet. In less than two hours, it has received emails and faxes from more than 10 overseas merchants, including Westfield Co., Ltd. in the United Kingdom, Express the order intention. Haining Leather Garment City has attracted more than 5600 customers from more than 30 countries and regions, such as the United States, Italy, Japan, Denmark and so on, and Snow Leopard Group alone has achieved a foreign trade supply of more than 100 million yuan in just half a year.
5. Low cost competitive strategy
The cost of virtual stores in the online market is lower than that of ordinary stores, which is reflected in the fact that virtual stores do not have store rent, show fees, utilities, etc., but only have their own Web site costs, software and hardware costs, network usage fees, maintenance fees, etc., and implement paperless transactions. For example, Cisco has set up a special e-commerce ordering system on its Internet website, through which sellers and customers can place orders directly with Cisco. This not only improves the accuracy of ordering, but also avoids the trouble of multiple round trips to modify orders. The most important thing is to shorten the delivery time and reduce sales costs. According to statistics, the successful application of e-commerce enables Cisco to save hundreds of millions of dollars in internal management every year.
6. Streamlined marketing links
Customers can freely shop in the online market and inquire about product purchase information by themselves, while enterprise information can be updated in time and information can be exchanged quickly. Marketers can also use the inherent interactive function of the network to encourage customers to participate in product upgrading, let customers choose colors, shipping methods, etc., and place orders by themselves. In the process of customizing and selling products, in order to meet the special requirements of customers, the more marketers let them participate, the greater the opportunity to sell products. For example, Beijing Erbasu Technology Co., Ltd. is a T-shirt customization company, providing professional T-shirt customization services, including T-shirt creativity, design, production and distribution. From communication, design, production, sample garment confirmation to door-to-door delivery, the company will have special personnel to follow up, so as to ensure quality and quantity, integrity and speed.
7. Financial crisis promotes people's enthusiasm for online shopping
IResearch found that China's online shopping (hereinafter referred to as online shopping) has entered a period of rapid growth, and the advantages of online shopping over traditional shopping have become a consensus. During the financial crisis, people's enthusiasm for online shopping has not decreased at all. Especially at the end of the year, when the consumption season was peak, online shopping was favored by a large number of netizens. These factors directly contributed to the rapid growth of online shopping transactions at the end of the year.
At the same time, iResearch found that the advantages of online shopping were more prominent during the financial crisis. "During the economic crisis, people's work and life became more humiliating, while consumption would be relatively compressed. Online shopping can meet people's needs to the maximum extent and save money and energy. Based on this, iResearch believes that the financial crisis is expected to become another opportunity for breakthrough development of online shopping after SARS. The survey data of iResearch shows that the financial crisis has not yet had a negative impact on the online shopping market. People's enthusiasm for online shopping has not changed significantly, and the proportion of users who do not reduce online shopping is as high as 79%.
IResearch found that compared with traditional shopping, online shopping has many advantages. From the perspective of consumers, the most basic advantage of online shopping is that it is relatively cheap and convenient, which saves time and energy for shopping. You can buy reliable goods at a lower price. According to the joint survey data of the Beijing Morning News and iResearch, nearly 70% of the surveyed users think that online shopping has great advantages over traditional shopping, which shows that online shopping has basically formed a consensus among netizens.
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