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    Home > Coatings News > Paints and Coatings Market > Marketing: who should be in charge of the e-commerce Department of coating enterprises?

    Marketing: who should be in charge of the e-commerce Department of coating enterprises?

    • Last Update: 2020-04-03
    • Source: Internet
    • Author: User
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    Core tip: Recently, I have received a lot of consultation from coating bosses and executives, all of which are old-fashioned questions like whether to do e-commerce or how to do e-commerce Perhaps every year after the double 11, there will be a wake-up call for traditional enterprises, because according to Alibaba internal news, the month after the double 11 is the peak period for enterprises to settle in tmall Ha, the original double 11 is not only an activity for end-user users, but also an action to attract investment and let enterprises settle in tmall platform Taking advantage of this month's e-commerce boom, there is a topic worth thinking about - e-commerce team return Shenyang steel structure fireproof coating construction expert punde Building Fire Engineering Co., Ltd Recommended introduction: since its establishment, Shenyang punde Construction Fire Engineering Co., Ltd has cultivated a group of professional construction teams with excellent equipment, rich experience and serious responsibility with advanced and scientific management methods and strict engineering quality assurance and after-sales service system It has undertaken a number of fire system installation projects, which has been praised by customers Every idea and special requirement of you will be fully considered by us and fully realized in the construction technology, which will become the cornerstone of our successful long-term development We are looking forward to your invitation, to provide you with quality services and high-quality technical support! All construction coatings have passed ISO9001 Home of coatings news: Recently, the author received a lot of consultation from coating owners and executives, whether to do e-commerce or not, how to do e-commerce, such as platitude Perhaps every year after the double 11, there will be a wake-up call for traditional enterprises, because according to Alibaba internal news, the month after the double 11 is the peak period for enterprises to settle in tmall Ha, the original double 11 is not only an activity for end-user users, but also an action to attract investment and let enterprises settle in tmall platform Taking advantage of this month's e-commerce boom, there is a topic worth thinking about - who is in charge of the e-commerce team? 1 It's under the control of the sales department The ultimate goal of e-commerce is to improve sales volume, which is oriented by sales volume As the name implies, e-commerce should be in the charge of sales department The sales department is an important department responsible for sales volume and results oriented department, which makes sense But the problem is that the assessment of the sales department is mostly divided into months, quarters and years, and the realization of the goal is not to joke and must be implemented As a new channel, e-commerce can hardly generate ideal sales at the beginning, especially if it is not familiar with the operation mode If the old channel sales mode of the sales department is used to operate e-commerce, it often takes a long time There is a certain improvement, and many functional roles in the e-commerce team are not in the original sales department, whether they can be managed properly is also a test; what's more, there is an important function in the e-commerce operation that the original sales department is not good at brand building, which belongs to the e-commerce in the charge of the sales department, most of which are difficult to rise and become chicken ribs 2 It's under the control of the marketing department Since e-commerce has such an important function, which is of great help to brand building, it makes sense to belong to the marketing department After all, brand building and promotion are the strengths of the marketing department However, the marketing department is often a virtual one It is a great test for whether it can bear the practical requirements of sales volume reaching the standard It is often too theoretical and difficult to bear the operation and sales volume assessment of e-commerce If it is grounded, it will not land I have seen that the e-commerce channel of a famous household brand is under the management of the marketing department No matter from the brand positioning, e-commerce store image, etc., it is first-class, and the promotion cost is also willing to invest, but the sales volume is still not up It is precisely because the e-commerce stores are used as brand promotion channels to operate rather than sales channels, and finally, there is no rain but thunder 3 Independent operation Since e-commerce is the strategic role of traditional enterprises in market development, why can't we set up a separate department directly led by the general manager? In fact, this is a very risky behavior: on the one hand, the general manager directly manages the e-commerce department, inclines the resources, and turns the traditional market or sales department into a department that cooperates with the e-commerce; on the other hand, it rises to the strategic height of the enterprise, and the production, logistics and even financial departments must be transformed for the sake of independent e-commerce department For example, a traditional export-oriented floor brand gives up the traditional distribution mode and closes all offline distribution stores The general manager personally supervises the management and operation of the e-commerce department All departments operate around the e-commerce department After years of persistence, the brand has been the No 1 sales volume of the floor board e-commerce for many years, and also makes the brand famous, which can be regarded as both fame and wealth Independent operation of e-commerce department is a relatively mainstream way at present, which will greatly increase the possibility for traditional enterprises to gain in the field of e-commerce Taking e-commerce as a subsidiary function of marketing or sales department will limit the creativity of e-commerce For the development of e-commerce, if there is still the idea of trying and preparing for a retreat, it is better not to do so Key words: coating and coating e-commerce after-sales is the main element of brand building Coating enterprises do a good job in after-sales value-added space Look back to 2015, look forward to 2016, woodpecker paint industry and your peers in the same kind of information Pay attention to the hot spots of the two sessions, and explore the rise and fall of the coating industry in 2017! 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