(Fighting New Crown Pneumonia) China's Economic War "Episode" Record: Chinese Entrepreneurs Exploring Online "Resumption"
China News Agency, Beijing, March 5th, by title: "Epilepsy" in China's economic war: Chinese entities explore online "resumption"
Author Wang Qingkai
"The new crown pneumonia epidemic once again forced us, the physical operators, to reflect and transform." The owner of a fruit and vegetable store in Beijing told a reporter from China News Agency that because of the epidemic, they opened their own online shop on the e-commerce platform and sent it When the goods arrive at home, I still try to sell live from time to time, and the effect is not bad.
Under the epidemic, physical operators across China, especially small and medium-sized enterprises, have started "fancy self-help" by resuming work online. Live streaming, delivery to home, food takeaway ... In the haze, some businesses break the road to light the industry.
Live delivery
The three express delivery machines kept spitting out the documents, and a few minutes later, the ground was full of express documents. Not far from the billing device, Tang Feifan, Mayor of Quzhou City, Zhejiang Province, is trying to explain the history and eating methods of Quzhou mandarin oranges to 530,000 consumers.
On February 19, the e-commerce platform Pinduoduo's "Agricultural Goods Production and Marketing Docking" activity was launched on the first day, and a number of local specialty agricultural products such as Yinzhou, Zhejiang Province, Guangdong Xuwen Pineapple, Guangxi Lipu Sugar Tangerine, and Hainan Baoting Passion Fruit were launched. Tang Feifan, Mayor of Quzhou City, Zhejiang Province, and Wu Kangxiu, County Mayor of Xuwen County, Guangdong Province, broadcast live in person to help farmers sell goods.
In less than 24 hours, the cumulative order volume of pineapples in Xuwen, Guangdong was 46,000, with a total sales of nearly 250,000 kilograms; the order volume in Luzhou, Zhejiang, exceeded 20,000, with sales exceeding 210,000 kilograms.
In the past, most of the fast-moving consumer products such as beauty and food participated in live streaming. Under the epidemic situation, the home appliance industry has also opened a live-streaming model. Home appliances are large, high in unit price, and low in frequency of consumption. They are not favored by webcasters. However, TCL has recently achieved a sales of nearly ten million yuan (RMB, the same below) through a live broadcast on the e-commerce platform. TCL Youzan live broadcast the first show, less than 10 minutes after the broadcast, sales exceeded 1.5 million yuan.
The live-cargo sales model that has emerged in the past two years has been highly respected by brick-and-mortar businesses during the epidemic and has been testing the water. A number of city (county) heads went on live broadcasts to help farmers fight the epidemic.
Shopping guide online
For shoe and clothing brands, during the epidemic, not only suffered heavy losses due to store closures, but also caught up with new products throughout the spring. The rapid transformation of the line and the return of funds are the demands of most shoe and clothing brands in the first place.
During the epidemic, the shoe and clothing brand TEENIEWEENIE, which has an 80% shop closure rate, quickly launched a small program in a week, and opened a "sale" permission for more than 7,000 employees, enabling all employees to distribute through social media. Shopping guides also have at home Can "post".
In 3 days, the brand broke sales of 15 million yuan. It not only solves the problem of long-term employee expectations, but also allows the company to "return work online" in another way.
Delivery
"When Wuhan closed the city, I was particularly scared as the founder of the company, especially in the epidemic area in Hubei." Said Fu Hangyu, founder of Hubei Fruit Merchants Daddy Orchard. However, he quickly adjusted his mentality and business strategy, and "online resumption of work" under the premise of epidemic prevention.
Dao Orchard did several tasks before resuming work: Inventory products, contact the supply chain, and ensure product supply; Inventory the company's cash flow to ensure that the company can operate normally; Form a community to allow customer service to transform online shopping guides, maintain old customers, and promote Buy conversions.
Since fruit is still just needed, under the timely strategic adjustment, the operation of Dao Orchard has gradually resumed.
In addition to fresh fruits and vegetables, the take-out and distribution of meals and food ingredients also increased during the epidemic. Well-known catering chain companies including Haidilao, Xiabuxiabu, and wooden house barbecues have all started their food take-out business, delivering the ingredients to their homes, so that consumers can eat hot pot and barbecue at home.
An e-commerce source said that recently, physical operations across the country have resumed work and production, and the consumption trend has gradually increased. However, the epidemic has not passed, and the real economy will also experience a long "recovery period". Regardless of whether the epidemic alert is lifted or not, physical operators should understand that omni-channel operation, retention of old customers, online shopping guides, intra-city distribution capabilities, and live broadcast capabilities ... are the basic skills of a company based on the new era of consumption. (Finish)