Internet marketing training log

Alibaba.com is a well-known brand of global business-to-business (B2B) e-commerce. It is currently the world's largest online trading market and business exchange community. Alibaba was founded at the end of 1998, with its headquarters in Hangzhou and overseas branches in Silicon Valley and London. Alibaba.com is a well-known brand of global business-to-business (B2B) e-commerce and is currently the world's largest online trade market. Good positioning, solid structure, and excellent services have made Alibaba the world's first e-commerce website with 2.1 million merchants. It has become the preferred website for global merchants' network promotion and has been rated as the "most popular B2B website" by merchants. Outstanding achievements have attracted the attention of people from all walks of life. Sutherland, the first Director-General of the WTO, served as an advisor to Alibaba. Government and private organizations such as the U.S. Department of Commerce, Japan's Ministry of Economy, Trade and Industry, and the European Federation of Small and Medium Enterprises all recommended Alibaba to local companies.

Huicong.com (HK8292) is a leading B2B e-commerce service provider in China. Relying on the network platform and advanced search technology, it builds an honest supply and demand platform for small and medium-sized enterprises and provides a full range of e-commerce services. At present, Huicong.com has nearly 2 million corporate users. Every day, more than 100,000 companies publish important information on supply, procurement, bidding, agency, etc., and the average daily number of business opportunities published reaches hundreds of thousands. Many suppliers have completed the preliminary work of the transaction here and obtained long-term purchase orders from buyers.

Alibaba

As the largest e-commerce website in China, Alibaba has always been recognized as the benchmark for e-commerce. Alibaba is also one of the early e-commerce websites. After years of market precipitation, Alibaba has accumulated rich experience in website operations and formed a fourth model to serve small and medium-sized enterprises. These are well reflected in the website, which will be analyzed below

1. Introduction:

Founded: 1999

Business model: site promotion, Chengxintong, Alipay

Operation model: supply and demand information. , Third-party logistics

2. Advantages 1. In terms of member management, information management, website interactivity and market promotion, it is better than other e-commerce websites. The Chinese suppliers on the platform are mainly small and medium-sized enterprises. It is cost-effective for most suppliers to invest in such a platform, and its renewal rate is also very high. In terms of popularity and actual results, Alibaba is indeed superior. Indeed, "integrity" can also be reflected on the platform. Alibaba's Integrity Pass membership is now 2,800 RMB. In fact, among the companies I know, more than 90% are in HC's company library. They all have experience with Alibaba, and Alibaba has launched a dedicated channel for large buyers to improve retrieval and transaction speed.

2. The Alibaba website is responsible for filtering trade opportunities, products and company information, organizing and publishing them according to 27 industry categories and more than a thousand sub-categories of products, and also provides multiple industry consultations and price quotes. and related trade services. At the same time, Alibaba's product line planning is also relatively orderly, and is carefully launched based on actual market demand, unlike other e-commerce websites that always launch many new features and new features without sufficient market research. products, leaving members at a loss. Alibaba's product classification is very clear, first of all, it is divided into three major categories: industrial products, consumer goods, and raw materials. Then within each category there are further subdivisions. For example: Industrial products are subdivided into: machinery, electronics, hardware, lighting, industry equipment, security, instruments, etc. Alibaba’s website channels are also clearly classified: processing, second-hand inventory, small wholesale, business services, price quotes, etc., and are clearly displayed on the left side of the website.

3. After integrating Alibaba’s various resources, Alibaba now has the resources of Yahoo China and a large number of small and medium-sized wholesalers such as Taobao, which is of great help to companies joining Alibaba.

With Alibaba’s strategic adjustment, in the early days, Alibaba mainly focused on clothing, machinery, electronics, crafts and gifts, etc. as the main industries of the website. Recently, Alibaba has quietly adjusted their key industries. With the integration between Alibaba and Taobao, Alibaba The key industries are clothing, gifts, home furnishings and other fast-moving consumer products, rather than heavy machinery industries. Because most of the small and medium-sized wholesalers on Taobao need daily consumer products, Alibaba is somewhat focused on the machinery industry.

4. We can clearly see that most of Alibaba's channels are somewhat similar to Taobao's style. The pictures are very beautiful and tend to be more similar to Taobao. At the same time, Alibaba is the leader in the industry. The website has been successfully operated for many years and has accumulated a certain number of members and good reputation. Coupled with the recent investment in Alibaba’s advertising and technology and various resources, Alibaba is attracting new members and maintaining The old members have done quite well. Their website's daily traffic and information release volume are at the forefront of domestic e-commerce websites. With a huge amount of data, Alibaba’s members will always feel that the effect of sending information is obviously better than that of other e-commerce websites.

3. Disadvantages

1. There are too many Chinese sellers in Alibaba. In addition, the Alibaba platform allows buyers to send inquiries in groups, resulting in fierce price competition. Therefore, the profits of Alibaba's orders are all on the low side. Low. From a certain perspective, Alibaba is also a platform for foreigners to measure the prices of Chinese suppliers. There are too many charging users in certain industries, and the effect of suppliers in this category is not very good.

2. In terms of the number of members, Alibaba’s members are mixed, internal friction is very serious, and the effects of good customers and bad customers are very different

3. Alibaba has transferred a large amount of funds due to strategic shifts By putting it on Taobao, a C2C personal trading platform, Alibaba will face the embarrassing situation of a sharp decline in B2B old customers and insufficient new customers.

4. List "foreign trade exports" and "global imports" separately for corresponding comparison.

Judging from the total traffic, it is indeed the B2B leader. However, according to ALEXA’s third-party display, its English website only accounts for 6% of its total traffic. Considering that its Chinese suppliers log in to its English website, it is also very small. This means that Alibaba’s actual traffic from overseas will not exceed 2% of its total traffic. In other words, more than 98% of the people who visit Alibaba.com every day are Chinese

By This shows that there is still a certain gap between Alibaba's foreign trade and internationally renowned B2B websites. Let's observe from the website first:

(1) Alibaba's "foreign trade export" is far inferior from the scale and perfection of the website. Much better than "global imports". The "Foreign Trade Export" webpage is named after "Chinese Suppliers". From the webpage, you can see that the most eye-catching position is the "Overseas Supply and Demand Information". The other more valuable ones are "Alibaba China Supplier Registration" and "Overseas Exhibition Promotion". Some projects do not have great practical significance and are more focused on reference and are not very pragmatic

(2) Classify different commodities in "Overseas Supply and Demand Information" for easy search.

(3) The "Global Import" web page is relatively simple. You can see the product categories in the navigation, but you can see that import policies, tutorials, document knowledge, etc. occupy a large part of these categories. space. Specific products involved include: Korean clothing, French red wine, Korean jewelry, Japanese food, German bearings, etc. Most of these products involve food, clothing and luxury goods, with few industrial and raw materials. And there is another big problem: too targeted and small trading area. For example, Korean jewelry, Austrian rhinestones, etc., these products can be imported, but as an import trading platform, such subdivided products should not be placed as a key item on the homepage of the website. This not only lowers the grade of the website, but also reduces the import transaction surface. Narrower.

(4) The homepage of "Global Import" is too simple and does not establish the image of a large enterprise or brand, thus reducing customer trust. Moreover, the supply and demand information is too simple and does not scale, so it cannot better attract customers.

Huicong.com

Small and medium-sized enterprises should not only need one B2B e-commerce trading platform, just like most enterprises will rank on multiple search engines and will also be ranked on multiple media Advertise on. Huicong.com is a good choice.

Introduction:

Date of establishment: 1992

Business model: domestic trade and foreign trade, buying and selling, industry search technology

Operation model: website and publications, e-procurement

Positioning: industry media & e-commerce platform

It has more than 3 million registered corporate users, and the entire network has more than 20 million daily traffics per week. The negotiation room achieved a transaction amount of more than 10 million

Two features

1. Huicong.com has completed the channel layout in more than 30 cities across the country and established distribution outlets and service systems. Alibaba's media strategy uses high-altitude bombing to let customers know about Alibaba. After customers register on the Alibaba website, Alibaba will track the customers based on the website's database. Huicong.com, on the other hand, uses ground troops to penetrate into places where small and medium-sized enterprises are concentrated. For example, Huicong.com has deployed street sign advertising to cities below level three. In addition, Huicong.com's advertising in some regional print media is also very targeted. The most important thing is that while Alibaba is gradually canceling its offices, Huicong.com has completed its deployment in more than 30 cities across the country. In addition, Huicong.com also seeks agents to sell Tongtong products to expand channels. Because there are more than 26 million small and medium-sized enterprises in China, only 30% of them use Internet technology, and even fewer use Internet technology for online marketing. It can be seen that small and medium-sized enterprises have far from enough understanding that B2B e-commerce can reduce logistics costs and transaction costs.

2. Analyzing the success of Huicong.com and its actions in channels, it is not difficult to see that Huicong.com has three goals in areas where small and medium-sized enterprises are concentrated: First, convert traditional users of Huicong.com into Buying and selling links. users, the second is to call on Alibaba users to try the trading platform of Huicong. The third is to educate those small and medium-sized enterprises that are wandering on the edge of B2B e-commerce, so that they can use B2B e-commerce and become users of Huicong.com.cn.

3. For the old users of Huicong.com, these enterprises are the core users of Huicong.com. They know Huicong.com very well and they also know the business very well, so the conversion rate is very high; for Ali For Alibaba’s users, HC.com hopes that these users will use both Alibaba’s and HC.com’s platforms, because these users have the deepest understanding of B2B e-commerce and require almost no education work; most importantly, There are a huge number of enterprises that have not yet applied B2B e-commerce. However, due to unfamiliarity with the Internet or technical reasons, Alibaba's tentacles cannot reach them, thus creating a huge development opportunity for Huicong.com. Judging from the development trend of B2B e-commerce, once Huicong.com establishes a foothold in a concentrated area of ??small and medium-sized enterprises, it will continuously attract new customers to join. Alibaba, due to its strategic shift, has invested a large amount of funds in the C2C personal trading platform Taobao. Alibaba will face the embarrassing situation of a sharp decline in old customers and insufficient new customers.

4. Huicong.com’s industry-specific services. Huicong.com's industry-specific services follow the path of "differentiation". Under the platform plus industry vertical strategy, it wins with comprehensive and accurate information coverage and extensive interactivity. The advantages of Huicong.com’s industry-specific service platform plus industry vertical strategy:

(1) It is accurate purchasing information. Huicong.com buyer specialists will use technology and manual methods to select purchasing information for industry customers, including the latest purchasing, procurement meeting, and bidding information, and then send it to them as soon as possible through multiple channels such as email, business center, SMS, IM, etc. A customer can only be matched to a maximum of 10 suppliers. Moreover, customers can evaluate the quantity and quality of purchase information.

(2) is a one-to-one expert consulting service.

According to statistics, Huicong.com currently has 511 experts from various industries such as radio and television, electronics, education, hotels, shoemaking, plastics, auto maintenance, security, etc., with technical and technical experts from various industry associations, colleges, and research institutes across the country. Management etc. Such a large expert group creates a communication platform between enterprises and experts - regardless of the size of the enterprise or its location, enterprises can use the expert platform to consult experts on advanced management experience, marketing strategies, technology development, industry policies and regulations, etc. question.

(3) It is news marketing and in-depth building of corporate brands.

(4) The combination of online and offline promotion methods is also the advantage of industry-specific services. On the one hand, it can be included in the enterprise directory of the industry encyclopedia. On the other hand, product information will be sent to high-quality buyers who are qualified to purchase the company's products in a targeted and scheduled manner by email, phone, IM, etc.

5. Free "Business Pass". In terms of positioning, purpose and function, Buyingtong and Chengxintong are almost identical. The two sides only differ in some details. What really hits Alibaba’s backbone is that the use of BuyBusTong is still completely free!

6. Huicong.com’s extremely wide industry coverage and strong pertinence are a major advantage.

Highly targeted targets: HC360 HC360’s visitors are businessmen and managers, who have strong decision-making power over corporate procurement and decision-making; at the same time, these groups of people are high-income earners with strong Strong consumption power;

Wide coverage: HC360 HC360's services cover more than 60 industries, and it is currently the information portal with the widest industry segmentation in China. Customers can easily find the information they need.

7. Member services. HC's membership services are divided into details, including: basic membership, silver membership, gold membership, platinum membership, and distinguished membership. To facilitate personalized service.