From offline to online, dealers encounter “six differences”

　　Many dealer partners told me that e-commerce is not easy to do, it is too difficult!
　　Many of them have already done very successfully in the traditional offline business, with annual sales exceeding 300 million yuan, 500 million yuan or even 1 billion yuan, proving their strength and ability. At the same time, they have been working hard to learn, try and operate E-commerce, but always unable to break through sales bottlenecks, operational card points and profit black holes.
　　Why? In fact, there are many differences between online and offline. Offline dealers should think carefully and compare themselves before going up to “electric shock”.
One difference: Offline competition is relatively fixed, while online competition is relatively dynamic

　　Offline competition is local, while online competition is national. Usually people always complain about the chaotic prices, but no matter how chaotic it looks, it means competing with local customers within a limited range, and it is nothing compared to e-commerce!
　　E-commerce is a real-time dynamic price comparison across the country. The competitors you face are not only Suzhou within a hundred miles, but also Beijing thousands of miles away, and even Urumqi thousands of miles away! Compared with the impact cycle and wavelength of offline bidding, online competition is more direct and rapid. Are you mentally prepared for this? Many online dealers feel much more anxious than offline dealers.
Two differences: the offline role is a supplier, while the online role is a retailer

　　The role of an offline dealer is a to B supplier, and the role of an online dealer is a to C retail store. As an offline distributor, you only need to work with the manufacturer team to do a good job of selling and assisting sales. The real selling action is done by downstream retailers. The biggest KPI (key performance indicator) for retailers is passenger flow operation. The offline flow of people has been declining, and retailers will be greatly affected. Although dealers are often helpless, the impact is indirect.
　　If a dealer opens a store online, he will play the role of a retailer, not only responsible for product selection, but also responsible for the operation of the flow of people. The operation and maintenance of traffic alone has stopped most dealers with deep offline thinking.
Three differences: Offline operations are relatively hidden, while online operations are too transparent

　　The offline dealers I have contacted in the south for many years generally have a relatively slow pace. There are always tea tables in the offices of large and small dealers. What to do, you only need to keep an eye on your own one-acre three-point land.
　　E-commerce is completely different. Each e-commerce company can analyze the actions of its own and competitors’ stores through the data of the back-end merchant system. What main image, what price, what keywords are used by the opponent today, and how much is made up by Twitter. Single… your business operations online are very transparent. In comparison, not many people care about the operation of offline dealers. Even if they care, they cannot easily see your data and actions through cross-geographical means. Therefore, online dealers always lack a sense of security, while offline dealers feel more happy.
Four differences: the offline business strategy remains unchanged for many years, while the online business strategy changes every year

　　No matter how much it is offline, it is much better than the online operating environment that has already been turned into a “twist”. Offline coverage of downstream channels is actually the sales logic and operation link, which has basically not changed much over the years, but the rules of the online platform have been changing and have never stopped tossing.
　　Offline dealers have been able to conquer the world with one set of tactics for many years, but they need to be psychologically prepared to cope with the continuous changes of the platform. After all, the geographic location, crowd coverage, and customer operations of offline stores are all fixed, while online is the opposite—virtual online stores are sold nationwide, crowd traffic fluctuates, and platform operating rules always have to constantly deal with and deal with in a juggling process. Adjustment. E-commerce platforms are changing too fast, and the speed of business is also faster. It is impossible to use a fixed method to do business, so you have to think twice before opening a store.
Five differences: offline dealers control everything, while online dealers have limited control

　　Offline dealers have been acting as an agent for many years, and they have a basic understanding of front-end store operations and back-end supply chains. Even if they don’t pay much attention to business, they can control the overall order placement, warehousing, warehouse distribution, shipment, service and payment collection. hands.
　　Online dealers are the owners of retail stores, and the business they face is more complex. Many owners often leave their stores to professional managers or third-party operations because they are not familiar with operations. As a result, they are not very familiar with the core technologies of e-commerce. Understand that it is easy to be anti-controlled by operations, and gradually lose control over the business. Even if the dealer is very professional in the back link and can control it strongly, but the operation ability is the prerequisite for doing a good online business.
Six differences: offline stores first and then products, online products first and then stores

　　Whether it is maintenance of old stores or development of new stores, offline dealers always fix the stores first and then the products. But online is reversed. If there are no explosive products in your store, your store will have no traffic.
　　Offline dealers pay more attention to relationship and customer sentiment. It is their first priority to be able to successfully sell the products they distribute into retail stores, and the rest can be left to the team and manufacturer sales representatives. Online is different. As a boss, you need to personally select good products and sell them. If there are no good products, the moment the store opens is the countdown to closing.
　　After reading the above “six differences”, most of the enthusiasm of many traditional dealers for “electric shock” has been extinguished. In fact, it is unnecessary. Active learning, trial and error, summary and entry are the beginning of gradual breakthroughs. No matter how late today is early, and no matter how early tomorrow is late, if you really want to go from offline to online, it is the best choice to try now.
　　Of course, our offline dealers don’t need to be too entangled or even belittle themselves. In fact, it is also difficult for dealers who have done well online to go offline. They actually have more bitterness and complaints in offline business.