Although traditional enterprises have abundant funds, complete and fast supply chains and sufficient human resources reserves, they dare to spend a lot of money on advertising, publicity and promotion, but this is also the shortcoming of traditional enterprises. Compared with individual online stores, the operating costs of enterprises are higher. This also directly led to the high commodity prices of enterprise online stores. Moreover, a large number of warehousing, warehousing and sales will inevitably lead to mistakes in all links, and may often encounter situations such as missing numbers and broken codes, delivery errors, slow delivery, and poor service attitude. In contrast, many small online stores do better in this respect, which is also the competitive advantage of small online stores and enterprise online stores.

For example, the "first online merchant" lemon green tea, the initial strategic goal is to give profits to customers and win the market through low-cost operation.

Lemon green tea believes that "low price" is always the best choice, especially fast-moving consumer goods, in the initial stage of entrepreneurship without good supply and high credit. According to the survey data, the biggest reason why netizens choose to buy clothes and cosmetics online is "cheap", which is the so-called price advantage. On C2C websites, the prices of clothing and cosmetics are generally lower than those of traditional channels 10-30%. This is because online shopping products directly face the target consumers, greatly reducing the intermediate links. At the same time, the cost of opening a shop online is very low, the sales scope is not limited by time and region, and the advertising promotion cost is almost zero.

In addition, due to the serious homogenization of products, price becomes the decisive factor if you want to stand out in the online market. Therefore, lemon green tea sized up the situation and seized the magic weapon of "low price" in the early stage of entrepreneurship.

Therefore, when small online stores compete with enterprise online stores, they can adopt small profits but quick turnover, improve the level of sales and after-sales service, and break out of their own sky under the pattern of "big Taobao".

Second, take the personalized route.

The products of traditional enterprises are mass-produced, and the same clothes are sold in large quantities, ranging from hundreds to thousands. When the sales volume is large, it is inevitable that there will be a "shirt bump", which is the last thing young people who pursue the trend want to see. Therefore, small online stores can attract consumers by operating new, exotic and special goods.

In today's Internet age, we can enjoy shopping without leaving home. Some online stores will be decorated very brightly;

Some online stores, the owner will be very caring; Some online stores sell some strange things ... in short, online business needs features most, so that everyone will remember you when they come.

If the clothes you sell are different from those sold in other stores, consumers will remember your store and your products will sell at higher prices. Everyone goes to the wholesale market to buy goods, so you don't have to go. Selling the same thing, not only has no characteristics, but also causes mutual bargaining. Nowadays, consumers always pursue high-quality clothes that are different from others. Therefore, the products you sell must form a sense of design fashion with great visual impact, which will be loved by people who pursue distinctive personality and fashion.