Talking about the enthusiasm and reason of cooperation with the printed e-commerce platform
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In the 21st century, China has entered an era of industrialization and informatization, and printing as a typical traditional industry is constantly facing challenges. Digital printing and cloud printing have become the focus of industry development, and industry players are actively exploring the future direction of the industry. According to the statistics of Keyin.com, the number of printed e-commerce platforms (including personalized images, commercial integration, on-demand publishing, packaging, etc.) has exceeded 300 in 2015. The development of the printed e-commerce platform brings business opportunities to the industry as well as challenges.
Judging from the current proportion of domestic Indian companies' “touching the net”, most of the waiters are still waiting for a “fit” opportunity, and whether the company itself wants to establish a printed e-commerce platform or what to adopt. Ways to cooperate with the mature printed e-commerce platform? I will talk about my own experience on the issue of how to cooperate with the printed e-commerce platform.
Move with the trend, get involved in printing e-commerce
In 1985, the author took the lead in the pre-press technology application in China, and went through the high-end networking and digital printing applications from DTP to electric extension. In recent years, according to the company's development plan, the whole process has gradually changed from “plate making + traditional printing” to “traditional printing + digital printing and value-added services”, which is now the “Beijing Easy Printing”, and the next development direction is aimed at printing electricity. Business area.
Engage in printing e-commerce, both enthusiasm and rationality
The development of the Internet has brought good news to enterprises. The emergence of e-commerce is changing the traditional industry. Almost all physical stores are squeezed, and all online shopping consumers feel the convenience they bring.
Ma Yun once said: "We used to think that the right thing, when we look at it again today, there are problems." Therefore, we need to "reinvent many traditional industries and use the Internet to do it again." Printing is obviously a necessity." To do it again, the traditional industry, as to how to choose to "re-come", it belongs to the Eight Immortals across the sea, each show its magic, need to start from the actual market positioning and resource allocation of the enterprise.
The colleagues in the printing industry are also very concerned about the development of e-commerce and the impact of e-commerce on the industry, because the e-commerce in the printing industry has neither a successful case nor a pioneer of failure. Their experience or lessons should be the successor. wealth. How should the easy printing view the development of e-commerce in the printing industry? The answer should be: both "passionate" and "sense" are needed.
In recent years, with the great changes in the printing industry and the adjustment of the corresponding policies of government departments, it is easy to print the "light assets, heavy service" as a new business philosophy, and hope to develop a larger market and obtain more through a comprehensive printed e-commerce platform. A lot of value-added services can not only reduce costs, but also solve problems without production plants and stores.
We have inspected and learned many printing e-commerce platforms such as Hucai Beijing Branch and Netease Imprint, and they do not accept joining cooperation for various reasons. Two years ago, when the successful model of a famous enterprise was gradually introduced into the mainland, it brought a lot of shock to the printing industry. Their "high on the" model was a revolutionary change in commercial printing and it was irresistible. The entry of famous companies into the Chinese printing market is a positive signal, setting off a wave of Chinese network cloud printing.
In view of its successful experience and rich product impressed by the ease of printing, the cooperation with this famous printing e-commerce "borrowing the sea" style kicked off.
Cooperative passion and reason
1. The cooperation platform is rich in personalized products, with more than 6,000 kinds of products, which truly realize the difference of products;
2. Advanced copying technology and efficient and refined management processes can improve efficiency and reduce costs;
3. Mature printed e-commerce platform, a large number of personalized templates, and printed products have achieved standardized operation;
4. Have a sound training exchange program;
5. Can provide a variety of e-commerce website cooperation methods, which can reduce IT staff and maintenance costs.
The cooperation with this well-known company has enabled us to broaden our horizons and expand the personalized printing market. We have accumulated valuable experience and let us know that behind the “enthusiasm”, we need to calmly see ourselves and pay more. Work hard. Through a period of cooperation, we also "smart" to find some problems that need to be solved.
Seeing the problem rationally
1. To choose the market positioning and market space for the products;
2. Must have innovative marketing and innovative service capabilities;
3. Position yourself as a production or marketing or service company;
4. Establish your own business model and brand image;
5. Promote the network platform by using new technologies such as QR code and micro-marketing.
Reasoning to face problems
In less than one year of cooperation, problems such as quality, process standards, logistics and service, and service communication have emerged. Any cooperation will have some problems, and we are no exception. Experience tells us that we should face the problems that arise, and strengthen effective communication with an understanding and tolerance. We must face problems together and cannot shirk our responsibilities.
In the process of cooperation, there is often a phenomenon of "one word, one is big" and not respected. The summary is as follows:
1. Logistics issues. For example, due to the limited logistics and distribution capacity, it can only serve local customers. Other regions need to use third-party logistics and distribution, which inevitably increases the cost of partners (delivery fees) and the construction period.
2. The non-standard prints have a long quotation time and a slow response time. For example, sometimes a quotation takes 4 to 5 hours, and it is cumbersome and inefficient.
3. The quality of printed products is unstable, and it takes time and effort to communicate and return products. For example, sometimes the butterfly installation process has problems, but the detachment is caused by the temperature and humidity of the customer.
4. There are problems with internal coordination and communication, and problems often occur. For example, due to poor communication in the internal “platform-customer-production-logistics distribution”, there are often cases of “lost orders” or “missing orders” after placing orders, and even unauthorized delivery of printed products directly to the final customers. Waiting for an abnormal phenomenon makes the easy printing very passive.
5. Should improve the sense of service, do not have the behavior of the store bully. For example, after one year of collecting cooperation fees, it is delayed to invoice partners. The reason is that "we are listed companies, have their own internal regulations, etc.", which is difficult to understand.
6. Reasonable price system and fair cooperation. For example, due to the low pricing of its own website products, it plagued partners to conduct business. It has even appeared that expanding the number of cooperative franchisees at very low cost and conditions will undermine the interests of more former partners. How to develop a price system that protects the interests of partners and promotes the development of their enterprises is an urgent problem to be solved.
Worried question
1. The current cost of cooperation and communication is relatively high;
2. Localization of product quality and service;
3. The role should not be too much, it is best to avoid the service of the processor and the direct customer, the price system of the product is worth re-establishing;
4. When most of the famous companies' business comes from B2C, the partners may face disappearing. All the efforts of the partners (tangible and intangible inputs) may be lost.
5. Security of customer information. There are currently no agreements to guarantee the attribution and security of customer information. In daily work, there has even been a phenomenon of unauthorized use of customer information to send printed products directly to the final customer.
6. When the partner can't get the expected goal or profit, or the partner can't get timely and effective service, whether this business cooperation mode can continue is worth exploring.
Our expectations and conclusions
1. The future printing e-commerce platform should cancel the alliance fee;
2. Expand the free distribution area and work more closely with partners;
3. Improve service capabilities and levels, and solve problems in a timely and effective manner;
4. Can not copy the original experience, product quality and service should be localized.
For those companies that are about to embrace printed e-commerce, they should fully understand the meaning of "enthusia" and "sense" and find a development path that suits the company itself.