Luminaire entity store VS e-commerce: a big contrast in product, flow and transformation

First involved in the furniture sales industry has been a period of time, see, hear, experience a lot, never understand the understanding, a lot of detours have also experienced a lot of setbacks, but the prospect of home decoration lamps industry let me continue to adhere to the present. May be the habit of the previous work, look at what all like to analyze the summary, most of the time to get some very simple truth, here to share with you some of their own furniture sales industry ideas, with the aim of exchanging learning with you. Sales of home decoration lamps, no matter what channel is through, whether it is offline entities or online e-commerce platform, will never open products, flow, transformation of the three eternal topics, I mainly around these three aspects of the entity and e-commerce comparison with the big family to share their own ideas. First of all, the product 1 products have no advantages mainly on the design, quality, scientific and technological content and other additional excellent functions. For the entity stores, as much as possible, the quality is the first, the style is rich, the product of the electric business should meet the above requirements, but it needs another one. It is necessary to have one or several types of products that can be exploded, the style and appearance can meet the aesthetic requirements of different groups, the price should be attractive, the reason is on the flow topic, and the product source of its own production, the order agent, the brand distribution is mainly the source, the source of the entity store is possible. More is the brand distribution, the e-commerce platform is a little wide, different merchants have their own different sources, but all belong to these categories, their own production is more, the most important still has the price advantage. Tmall also has a C shop, and many of them have made their own brand, this part of a lot of small factories before the factory can not be counted, but the scale of the development of e-commerce platform is very fast, many people see such a situation to join the market, also caused the current chaotic status of the e-commerce platform. The same product, different brands, different prices, quality is also uneven, to create a OPPLE thunder like this brand is difficult, but the Taobao brand list is very easy to do, the brand distribution is mainly concentrated in the Tmall store, C store is very few, because the agent can be generally a number of enterprises, can be straight From the brand to take the advantage of the price of the goods. Also part of the authorized brand management, their own processing, the order agent is also very common, after all, every enterprise can not produce all kinds of lamps and lanterns, so many will order agent, will also reduce the cost, bring price advantages. Second point: say flow 2 no matter what kind of product distribution of products, passenger flow is very critical, the importance of all people can be very profound experience, today, mainly say, the different sources of entity and e-commerce, specific drainage belongs to a very complex and big problem, may be said a lot of I can't tell you all. But the concrete drainage also basically formed a fixed pattern, the entity is not only the timely promotion of some preferential activities, send out leaflets, and strong some city outdoor hard advertising, brand influence brand merchants will also do advertising, but for the brand image and the popularity of the establishment, to a certain extent. It can bring the effect of drainage, but it will not be very big. After all, the entity store for the customer group is very limited, the regional is relatively strong, but also needs to be targeted according to the area of their own propaganda. Electric business drainage is relatively complex, e-commerce marketing promotion is a big knowledge, the customer group is the whole platform of all buyers, the number is large, and the e-commerce platform push rules are complex and changeable. E-commerce can be used to promote the means of promotion is so fixed, the official promotion tools (through the car, drilling, Taobao guests, official activities, etc.), using the rules to carry out a definite object of the brush (this belongs to the violation, but basically the shop is still to brush, but not in a simple to improve the reputation, because The reputation of the store does not bring a good effect. So if everyone is interested in electric business, meet the reputation of looking for a home brush to refuse, in the current situation of Taobao personalized search, blindly brush reputation will only make their own shops do death), regular shop activities (activities, discount and so on), although the general way, but how to combine the reasonable transportation It is not a very easy thing to use the data analysis in real time through the analysis of the store data. It also takes a lot of time and practice to learn. What's more, the difference entity between the entity and the ecommerce is sure to come in through the store. It is basically the only passenger flow entrance. The customer needs to enter your store to see your goods, and the e-commerce platform is just the opposite, most of the passenger flow is a single product of the shop. Get in, then go into your shop and see other goods. Sometimes there may be a customer's purchase of a single purchase, do not enter your shop to see other products, so the electric business is often talking about the explosion, although most e-commerce stores have a lot of style, but the energy and funds to push the main style are basically the two or three. Then select the quality of the product operation in stages, the strength may be pushed up at the same time to push up a few shops for the introduction of traffic, sometimes a shop can push up a product can let you surprise, how to push the business operation subject, too much need to say, if everyone is interested, you can go In the Tencent class, there are a lot of free courses on it. Third: to say that conversion of the conversion rate of 3 stores, whether it is entity or e-commerce, can be used as an important data to measure the effect of the marketing means of a shop, the quality of the product, the elegance of the style and the marketing ability of the customer service, and what is the conversion rate? In fact, it is very simple, is your transaction customer and the actual number of visitors to your store, the greater the better the conversion rate, how to improve the conversion rate, it is necessary to start from marketing, products and customer service to analyze and take measures to be targeted. For e-commerce, the conversion rate is not simply the analysis of parameters, but also affect the weight of shops and products, Taobao platform push through the system to calculate the weight of your various sort to show, the conversion rate is an important factor affecting the weight, this is the consensus of every business practitioner. So, sometimes you need to brush a single person to improve the conversion rate, which is part of the targeted brush that I said at second. Of course, a lot of the parameterized data of the e-commerce platform can be analyzed in the entity store, such as the number of visitors, the number of traffic (the number of visitors clicking on the commodity in the store), the loss rate (not easy to come and go is a very helpless thing, directly affecting the conversion rate, and the conversion rate of many kinds of purposes in the electric business. " To do 3%-5% is very good, the conversion rate can be stable over 10% are God - like existence. There may be a little higher conversion rate in the entity store, because the volume of the entity store is more accurate than the electric business. This is just missing when the traffic is speaking, and here is added, because the e-commerce platform will bring more ineffective customers because of the existence of some pushy or Taobao links. Flow. There is also a point is that the choice of e-commerce platform is too strong, the mouse move to change a shop to see, if there is no advantage, customers will not come back after the jump, the rate of jump is bound to come down, round the link), customer price and so on, these will eventually affect the conversion rate above the rate of the above In fact, the entity can also learn the business ideas and data analysis skills, after all, a lot of things are thought through, today to share here, I hope you can help, thank you all!