Do Taobao shop operation? Many traditional enterprises will consider operating to help them engage in e-commerce. Let's talk about why many traditional enterprises choose to operate on their behalf. Since 20 10, e-commerce has become more and more popular, which has also brought pressure to many traditional enterprises. Many enterprises will be eager to seize the opportunity of e-commerce. And they don't have such talent inside. So they can only solve this problem through external forces. However, this kind of professional e-commerce talents are rarely recruited in the market, and the agency operating companies that help traditional enterprises transform e-commerce have emerged. On the other hand, after 20 10 years, some early Taobao sellers have mastered rich Taobao operation capabilities. But they have no advantage in supply. So they chose to cooperate with traditional enterprises with supply chains, one providing goods and the other providing operation teams. * * * Do e-commerce together. That sounds great. But in fact, the proportion of enterprises that do it through agency operation is pitiful. What is the reason? Let me analyze it. Because it's like two people doing business together, as long as there is a little disagreement, this cooperation can't go on. For example, people with strong operational ability may encounter enterprises with poor supply chain level (supply chain level simply refers to the ability of enterprises to provide high-quality goods in time). No matter how strong the operational ability is, it is useless. And some enterprises with strong supply chain level are useless when they encounter people with poor operation level. Or if one party is strong and the other is weak, it is easy to produce contradictions and the possibility of matching is extremely small. Therefore, such a situation often occurs in the agency operation. After a period of cooperation, one side despises the other. There are also problems in the way they cooperate. Traditionally, the simplest way is for enterprises to pay monthly fees to agents and then share them according to sales volume. The problem is that the profit rate is low in the later period, and the enterprise has no money to earn. Agency operation is a profitable "no-cost business", and it is easy to produce conflicts of interest here. And for a long time, operating companies are often scarce, making enterprises very weak. There will inevitably be contradictions in the later stage of this cooperation model. Another way of cooperation is to set up a joint venture company, in which case there are more contradictions. Because the supply cost of the enterprise's products is opaque, it is obviously 80 yuan's cost products. Is the cost he gave to the joint venture company 90 yuan or 1 10 yuan? In the end, the joint venture company became less profitable. In addition, the agent operator may be a minority shareholder. In this case, it is difficult for the agent operators to get the benefits they deserve. In this case, operators are vulnerable to dark losses. The above situation is no problem, because the agencies here are kind and powerful, and enterprises are very lucky to meet such agencies, and basically will not suffer. The operating company can't lose anything. After 20 13, e-commerce is too hot, and agent operation is also very hot, and more three-legged cat agent operation companies have appeared. This began to pit traditional enterprises. Especially those small and medium-sized traditional enterprises that don't know how to do it. This kind of operating company sells well. In the process of sales, they make certain promises to customers, such as ensuring a sales volume of 2 million a year, and returning the expenses if they fail to do so. This is very attractive! Many traditional enterprises believe it. The contract is generally signed like this: for example, it pays 654.38+ million per quarter. It is also reasonable for enterprises to think about it. Anyway, they will quit if they can't achieve 2 million, and the risk is very small. What's the problem? After a quarter of cooperation, the company found that something was wrong, because of advertising fees and other expenses, and the income may not be as good as advertising fees. The operating company will tell you that this is a necessary expenditure in the early stage. Think about it and wait and see. The second month, the result is still the same! So will you still get paid in the third quarter? At this time, you want a refund, and the operating company tells you that it will take 4 quarters to get a refund! But that means you will lose more in advertising fees! Many small enterprises can only submit to humiliation, take the initiative to stop cooperation, and then go away. Such an agency has greatly affected the credibility of the agency industry. After the difficulty of e-commerce operation has escalated, there are more and more such operating companies.
Based on my long-term observation, I generally don't think that agency operation can help enterprises do a good job. Why? First of all, because if there are too many cooperative enterprises (such as 20 enterprises), he doesn't have so many talents at all, because it is the general manager who can run the enterprise e-commerce business! How many operating companies can afford 20 general managers? So a talented person can't serve two enterprises? Because e-commerce experience is divided into two categories, one is industry experience and the other is Taobao experience. Even if operators understand Taobao experience, few people can do multiple industries like a duck to water. Therefore, there are too many cooperative enterprises in an operating company, and a large number of third-rate talents are inevitable. Can a third-rate person who doesn't know how to do business help you do e-commerce? Obviously not. Another reason is that the performance of agency operation is also related to the strength of the enterprise itself. If the level of operators is high, the level of enterprises is very poor. There can be no good performance. Having said that, is the agency operation worthless? Of course not, but what I mean above is the general situation in the market. And 10% of the agency operation companies worthy of cooperation will meet the following conditions (looking for agents to keep their eyes open): 1, the agency operation company selects customers. He will pay attention to your product advantages. If your product is not strong enough, then he will directly refuse to provide you with services. On the other hand, if the agency says it can cooperate with any enterprise, it must be a liar. Last time, a friend of a traditional enterprise showed me a plan given to him by an operating company. Just tell him how to promote it, don't ask him about the strength of the product. This is definitely cheating on operating expenses.
If the scope of cooperation between a traditional enterprise and an operating company is very limited (for example, within five companies) and the cooperation period is very, very long, this situation is generally possible. I have met some excellent service companies. They have served the enterprise for three years and made a lot of money from every customer. However, such operating companies rarely accept new customers. They often cherish every customer they have worked with, and they don't need to promote their business. This kind of company can let too many customers take the initiative to come to the door by word of mouth. Their talents are limited and they can't serve so many customers. 2. The agency operating company only focuses on one or several industries. It is almost impossible for an agency to tell you that it can do everything. No one can understand every industry, and the interlacing is like a mountain. On the other hand, if an agency tells you that I only do a certain category, then such an agency is basically reliable, because their experience in the industry can also be replicated within the company. The experience of e-commerce can also be copied. Save the cost of learning and researching new industry experience. However, if you encounter such an agency, there will often be problems. Although they have strength, they don't think too much about what your product advantages are, which means that their customer failure rate is also high. Often they attract small customers through some well-known customers in the industry, and it is difficult for small customers to do so without advantages. Therefore, enterprises should think twice about the level of their product supply chain when looking for such operating companies. 3. Acting operating companies only pay attention to big customers. For example, one of the largest operating companies, Liren Lizhuang. It specializes in those international brands of cosmetics. These big brands are naturally successful, and their product competitiveness has been verified for many years. In fact, it is very, very difficult for enterprises to operate. For example, Estee Lauder, many people just search for this brand on Taobao. Brands have natural advantages, and Taobao itself will welcome these brands and give them resources. Help them do it. This kind of operating company, its own operating level is not too high. They are often very strong in public relations, upstream public relations brand, downstream public relations Taobao, so that cooperation can be smooth. And this kind of operating company doesn't like small customers at all, or small customers may scare away when they hear his offer. 4. Provide personal services on behalf of the operating company. For example, we provide a service to enterprises, only providing strategic consultation, not providing specific implementation services. So we choose such customers: enterprises provide products and teams. We are responsible for training their teams so that they can have combat strength within one year. Then we quit this enterprise. In this way, our customers can charge 200,000-300,000. We provided this service for a jewelry enterprise on 20 14. Two years later, this company has been in the top three in the jewelry category for a long time. We tried to copy this pattern, but we couldn't for other reasons. We will share this later. This kind of service should be said to be more effective for traditional enterprises, with low cost, and it is also a mode with higher income for operating companies. Including the market, there are also agents to provide enterprises with more subdivided services, such as improving customer service level, such as through train promotion, such as drilling exhibition promotion. Companies that dare to provide such special services often have a good level of specialization, but this requires the enterprises themselves to actually do their own e-commerce. As an operating company, helping him improve in a certain detail is not responsible for your ultimate responsibility.