Counterattack in the E-commerce Era: The Silent Survival Manual for Traditional Enterprises

Since the rise of e-commerce, whether it be small Taobao stores or online shops with independent websites, they have become popular in a short period of time. With the emergence of online shopping trends, the conflict between online shops and physical stores is inevitable. Regardless of the outcome, online shops inevitably have an impact on physical stores. In the era of e-commerce, how traditional enterprises deal with the influence brought by online shops has become a problem for many traditional enterprises to consider. Bookstores can be said to be one of the industries that have been deeply affected in the e-commerce era.

It is understood that the much lower price of online bookstores compared to physical bookstores is an important reason for the deep impact on physical bookstores. Buying books in a physical bookstore can enjoy an 8-9% discount if you have a membership card, while buying books in an online bookstore can enjoy even more discounts without a membership card. Furthermore, the advantage of online shopping is that you can browse hundreds of products without leaving your home and wait for the delivery of goods in comfort. Online bookstores have even more advantages. It is reported that large online malls like Amazon China and Dangdang usually offer free shipping for book purchases. Moreover, they have distribution points all over the country. Buying a book in Guangzhou, as long as there is stock at the distribution point, it can be delivered within a day. You can also use the cash-on-delivery method, avoiding the trouble and risk of online payment.

The advantages of online bookstores are so obvious that various publishers have also gone online to adopt counterattack strategies. It was reported that Writers Online, operated by the Chinese Writers Publishing Group, went online recently and opened an online bookstore. In fact, just like the Chinese Writers Publishing Group, it has become a trend for publishers to open online bookstores. It is understood that currently, the online bookstores run by publishers roughly fall into two models: one is large department stores like dangdang.com and Joyo.com; the other is numerous characteristic small shops residing on Taobao.

According to industry insiders, the former is the traditional model, with a wide variety of books but lacks online service functions. The latter adds online customer service, focusing more on communication between people, increasing foot traffic, and this model will be the latest direction for online bookstores. However, some relevant responsible persons claim that opening online shops is not for profit, but part of the group's industrial chain, preparing for future digital publishing.

Regardless of the purpose, in the Internet era, the commercialization of traditional enterprises has become inevitable. Initially, when the Internet emerged as a new media, someone proposed the theory of newspaper extinction. It is natural for new media to impact old media, and in order to survive, major newspapers can only create news websites while seeking future development paths. Similarly, new business models will inevitably impact traditional business models. The arrival of the e-commerce era is both an opportunity and a challenge for traditional enterprises. In an unavoidable situation, they can only choose to utilize this new business model to pave a new way.

A well-known domestic e-commerce expert from nuo.cn pointed out that it is necessary for traditional enterprises to establish corporate websites and adopt e-commerce models. First, it can expand brand effects and make it more convenient for customers to find their enterprises through the Internet. Second, as mentioned earlier, online customer service can be used to answer customer questions, focusing more on communication with customers. Traditional enterprises must adapt to the demands of the times and create new business models, which is the survival path for traditional enterprises.

Moreover, the business experts from nuo.cn pointed out that instead of opening a small shop on Taobao, it would be better to establish a dedicated website with an independent domain name. Owning a domain name exclusively for the enterprise is essential for promoting the corporate brand. Through the domain name, customers can more conveniently find the enterprise website, which can be regarded as the company's street address on the Internet. Secondly, professional web builders and IDC service providers should be chosen to build e-commerce platforms. Only professionalism can maximize the benefits for enterprises.

Author: (China Nuowang) Guangzhou Yinghu Network Development Co., Ltd. (The copyright of this article belongs to Guangzhou Yinghu Network Development Co., Ltd. If you need to reprint it, you cannot arbitrarily delete or modify it or add advertisements. Violators will be held legally responsible; hereby declared.)

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