First, online shop introduction
(a) the prospect of opening a shop online
Virtual store usually means that the operator registers a virtual online store on the Internet, publishes the information of the goods for sale to the webpage, and the browser interested in the goods pays the operator through online or offline payment, and the operator mails the goods to the buyer.
The prosperity of online transactions is based on the number of netizens. The number of netizens in China is increasing year by year. As broadband enters more families, the performance of peripherals such as computers is improved, the price is reduced, and personal internet access conditions are getting better and better. This online crowd will inevitably generate a considerable online shopping user base, especially due to the impact of SARS in 2003. More and more people in China have changed the traditional way of shopping, and started to try online shopping, and began to try to choose the goods they need through the Internet. This is also the reason why many international and domestic Internet practitioners are optimistic about the market of China.
From the perspective of online shopping groups, most of them are college students. IT professionals, freelancers, fashion youths, etc. Online shoppers still account for a small proportion. A survey on Internet access in China organized by China Academy of Social Sciences shows that 59.3% of netizens in China are male, and 36.8% are between 18-24 years old. Nearly 40% netizens are students or unemployed, and they have no stable income, which has a negative impact on the development of e-commerce. Online shopping is mainly convenient, fast and cost-saving, and each different group will have different emphasis. For example, students are generally concerned about price, while white-collar workers are more concerned about saving time. However, the current logistics distribution in China can not fully reflect the time-saving characteristics of online shopping.
At present, in China, hundreds of thousands or even millions of people trade online every day. These buyers and sellers who don't meet each other look at the goods, negotiate and close the deal online. The sales they create are no less than the famous big shopping malls in China. Most people who open online stores are college students, laid-off workers, working people, shopkeepers with physical stores offline, and small companies that have just started. Mainly in Beijing, Shanghai, Guangzhou, Hangzhou, Nanjing, where the living and cultural level is high, the network construction is relatively perfect, and there are many e-commerce, because the foreign trade processing in Guangzhou and Nanjing is relatively developed and the supply is sufficient, online stores have more advantages than other provinces.
The relatively cheap price of online goods is also a key factor in the explosion of online transactions. The cost of opening a store is almost zero, and the reduction of seller's cost makes the price of online goods much cheaper than offline.
(B) the advantages of online stores
Compared with traditional physical stores, the advantages of virtual stores are very obvious: small investment, low start-up cost, quick recovery, simple procedures, fast transaction maintenance, easy to get started, no need to rent a facade, no possibility of pressing goods, little inventory and no burden, extremely low operating expenses, 24 hours a day, 365 days a year, and no one on duty. Thousands of goods can be placed, and it is not affected by geographical location. No matter where you surf the Internet, you can browse the shops and become your customers. With the help of QQ, MSN, e-mail, mobile phone and other modern communication means and developed logistics distribution system, the software and hardware environment of virtual store has been formed. As long as you have access to the Internet, you can open a shop. Entrepreneurship is no longer a dream, but a reality, which provides a good development opportunity for countless friends full of entrepreneurial ideals.
The internal accounting supervision system of the unit is a series of interrelated and mutually restrictive systems and methods adopted by the unit to protect the safety and integrity of assets, ensure that business activities meet the requirements of national laws, regulations and internal rules, improve management efficiency, prevent fraud and control risks. Judging from the content of the internal accounting supervision system stipulated in the Accounting Law, its essence is an internal control system, or it absorbs and draws lessons from the basic spirit and content of the internal control system. Internal control refers to the internal management control system of the unit, that is, a series of necessary management measures to ensure the normal economic activities of the unit, including not only the various ways and means used by the top management of the unit to authorize and direct economic activities, but also the procedures and steps for accounting, auditing and analyzing various information and reports, as well as various rules and regulations formulated for comprehensively planning, controlling and evaluating the economic activities of the unit. The most fundamental goal of internal control is to protect the property of the unit, check the correctness and reliability of relevant data, improve operating efficiency, and implement the established status quo and management policies.
Second, the store opening strategy
(1) Select the platform or website for opening the store.
There are two ways to open a shop online: one is a personal online shop built on an e-commerce platform provided by a third party and sold by merchants themselves online. This way is equivalent to renting a shop or counter in some big shopping malls and doing business with the influence and popularity of big shopping malls. At present, all the online stores we have seen are basically opened like this. The other is a self-operated online shop, which is an online shop where operators build their own servers or apply for virtual space. This method requires a certain amount of start-up funds and corresponding professional knowledge, and is generally only suitable for enterprises. So choose which method according to your own needs. The popularity or charge of this platform or website is a very important indicator. At present, there are many free platforms such as Taobao and Paipai. Choosing a suitable platform or website can save a lot of costs. After selecting, register as a user, then fill in the classification of goods provided by your store in detail, and then give your store an eye-catching name. Which store the user clicks on in the list depends largely on whether the name is attractive or not. In addition, it needs to have a nice name.
Virtual stores need some preparation, mainly including hardware and software. Hardware includes computer, digital camera, telephone number, etc. Used for surfing the internet, try to provide it to facilitate future operation; Software includes secure e-mail, detailed mailing address, instant messaging tools (such as MSN, QQ, mobile phone, etc. ).
(2) Apply for and decorate the store.
Choosing a good platform or website does not mean owning a store, but continuing to apply for a store. You should fill in the classification of goods provided by your store in detail to facilitate customers' inquiries. Then you need to give your shop an eye-catching name. Which store the buyer clicks on the list depends more on whether the name is attractive. Personal information in the store should be truthfully filled in to increase the trust of buyers.
When releasing products, you need to fill in the name, origin, location, nature, appearance, quantity, trading method, trading time limit and other information of each product on the website, preferably with pictures of the products. Product pictures are customers' first impressions. The vague picture of the product gives people a very bad feeling, just like an unclean face, which can't attract customers' attention. Now most manufacturers have their own websites. You can choose pictures from their product introduction, or you can scan the product description. The picture scanned with appropriate resolution is clearer. These two methods are fast and beautiful, or you can take photos with a digital camera and then modify them with image processing software. The name should be as comprehensive as possible, highlighting the advantages, because when others search for such goods, only the name and pictures will be displayed on the list. In order to increase the attraction, the picture quality should be as good as possible and the explanation should be as detailed as possible. Always add new products, which will make people look good and surprise them. There are more goods, and buyers have more choices, but don't neglect the quality in order to increase the quantity, and don't give up the goods because of bad business. If your goods are always the same, it will not bring freshness to others and buyers will be bored. If it needs to be mailed, write down the postage and who will bear it.
When setting the price, we should choose the way of publishing, whether it is biting or auction, we must provide accurate quotations, and it is best to write down the market price, so as to highlight the price advantage in our online store and attract buyers. If it is an auction, it is necessary to set a reasonable starting price. The lower the starting price, the more interested the buyer is. Of course, the starting price should be above the cost price, otherwise it may lose money.
(C) determine the business direction of the virtual store
You need to know what kind of store you want to open and what goods you want to sell. At this point, it is not much different from traditional shops. Finding products suitable for your own enterprise is the cornerstone of success. The price of goods has gone up. It is best to have both low-priced and high-priced treasures in your own shop, and adjust the attributes and quotations of goods in time.
You can choose the channels and platforms you are familiar with, but controlling costs and purchasing at low prices are the key.
To open a shop online, you must first have goods suitable for online sales. Not all goods are suitable for online store sales. At present, the products suitable for online shop sales mainly include jewelry, digital products, computer hardware, mobile phones and accessories, health care products, adult products, clothing, cosmetics, craft collections, sports tourism products and so on.
Generally, the goods suitable for online shop sales have different characteristics from those on the market: small size, mainly convenient transportation, reducing transportation costs; Single goods with higher added value and lower value than freight are not suitable for online sales; Unique or fashionable, the goods sold well in online stores are often unique or very fashionable; The price is reasonable, if you can buy it offline at the same price, no one will buy it online; Understanding through the website can arouse the purchase desire of visitors. If this product must be seen with your own eyes to achieve the trust you need to buy, then it is not suitable for opening a shop online. There is no offline, only online, such as foreign trade orders or products brought back directly from abroad.
Things are scarce, so don't choose goods that can be bought everywhere. Since those goods can be bought everywhere, buyers will not come to buy your goods, and the postage will definitely be expensive. Even if you can sell it, you can't make money. Find some rare goods, and naturally someone will pay a big price to buy them.
Or use the regional price difference to make money. Many goods are in different regions and have different prices. For example, digital network goods, coastal cities such as the south are cheaper than the mainland. Therefore, we should consider our own environment and choose local specialties that are not available in other places.
(4) Looking for sources of goods
Finding the right source of goods is related to the long-term operation of their own stores, and it is also the most concerned issue of all online shop owners, which is related to the success or failure of online entrepreneurship.
Ultra-low price is the most favorable means to attract customers, and it is also the premise to obtain benefits. So we must find the lowest price source.
The most common thing is to buy goods in the wholesale market. If you are a clothing manufacturer, you can go to some large service wholesale markets around you to purchase goods. In the wholesale market, you can keep the wholesale price to a minimum after frequent counter-offers. In addition, you should establish a good relationship with wholesalers to facilitate future cooperation. If you have sufficient funds, you can go to the manufacturer to purchase goods, and the supply is sufficient. The manufacturer has a good attitude and can cooperate for a long time. There are also many small wholesalers who have just started, have no fixed wholesale customers and have no popularity. In order to win customers, their order quantity is very small, and the price is generally not higher or even lower than that of large wholesalers. In order to win repeat customers, their after-sales service is generally better. There are also some factories that handle surplus products other than foreign trade orders or supply some well-known brands, and the price is usually very low, usually 2-4 fold of the normal price, which is also a good purchase channel. There are also some markets that deal with inventory goods, and the prices are usually very low because they are eager to deal with them. If you have enough bargaining power, you can buy it at a very low price and then sell it online to make a profit. There are many channels for purchasing goods, which is also a very important link. No matter which channel, low price is the key factor.
(5) Publicity and promotion
The product information in the store should be as detailed as possible. Product names, prices and keywords should attract buyers, and release more products, but don't repeat them. Products should be classified to facilitate buyers to check. It is best to decorate the online store, simply decorate the online store, and edit the webpage with code to make the store more beautiful.
If you want to make your store prosperous, the premise is to have enough online stay time and the price should be as low as possible, so as to retain buyers, have a good service attitude, deal with buyers' questions or messages in time, know some photography, and the quality of photos is related to the success or failure of the transaction. Make your store into a code or link, often go to websites or forums associated with online stores, post more posts, communicate with buyers or sellers, establish friendly contacts with peers or friends, and also use e-mail or messages. Send commodity information to target customers.
Learn to seize every opportunity of publicity, you can see what others buy, and if it happens to be the same as the goods you sell, you can leave a message or send a message to each other. Often take the initiative to find buyers, you can improve the trading opportunities of your store.
When we open a shop online, we must make more friends online and do a good job in publicity. When the other party has a desire to buy, they will think of themselves first.
Third, transaction security strategy.
(1) transaction method
At present, there are three kinds of online shop transactions: third-party payment, online banking payment, post office online remittance, cash on delivery and so on. In order to facilitate customers' payment, various options should be given.
Due to the rise of free platforms, third-party payment has become the first choice for most people. Because of the intermediary insurance function of the third party, the risks of both parties are minimized. The so-called third-party payment is a trading support platform provided by some third-party independent institutions that have signed contracts with major banks at home and abroad and have certain strength and reputation guarantee. In the transaction through the third-party payment platform, after purchasing the goods, the buyer uses the account provided by the third-party platform to pay for the goods, and the third party notifies the seller of the arrival and delivery of the goods; The buyer can notify the seller to pay after inspection, and the third party will transfer the money to the seller's account. Compared with traditional trading methods, third-party payment can effectively ensure the quality of goods, transaction integrity, return and exchange, etc. In the whole transaction process, the payment cost is low, the use is convenient, and both parties can be restrained and supervised. In the form of e-commerce without face-to-face transaction, third-party payment provides necessary support to ensure the success of the transaction and protects the interests of the payer. However, third-party payment also has its shortcomings. The payer's bank card information will be exposed to the third-party payment platform. If the third-party payment platform has poor credit or confidentiality, it will bring related risks to the payer and its legal status is not perfect. Once there is a problem, the rights and interests of consumers will not be guaranteed. Some sellers will provide cash on delivery service, and the seller will deliver the goods through the contact information left by the buyer, but this may increase the operational risk, the goods may not be delivered or damaged, and the interests of the seller are difficult to guarantee. Sometimes buyers will choose online banking or postal network transfer service, but this payment method is easy to disclose the buyer's bank information and bring money losses to the buyer.
(2) Mode of delivery
There are two delivery methods for online stores: physical logistics and no logistics. Prepaid cards, IP cards, game cards and other virtual goods. After the transaction is completed, the seller only needs to provide information such as card number and password, and can conduct the transaction without using logistics. Daily necessities, etc Need to be purchased by the buyer and delivered by logistics. The seller can provide a professional logistics company to transport the goods needed by the buyer to the destination. Of course, the seller can ask the buyer to pay the corresponding logistics costs. If you are close to the buyer, you can also inform the buyer to pick up the goods or deliver them to your door.
The development of modern logistics has brought great convenience to the operation of online stores. The logistics mode under e-commerce makes online shop sellers and buyers closely linked. After the buyer buys the goods, the seller can deliver the goods quickly, and at the same time, the buyer can know where the goods he bought have been shipped when he opens the website, which improves the sales safety of the goods and brings benefits to both parties.
However, in China, there are still great obstacles for online stores to quickly build a modern logistics model that adapts to the rhythm of e-commerce. First, the development of modern logistics in China started late and the logistics technology is backward. As a developing country, China's logistics industry started late and its level is low. When e-commerce was introduced, it did not have the modern logistics level that could support e-commerce activities. Second, for the construction of modern logistics, strong capital investment is its necessary backing. However, Chinese enterprises are short of funds and narrow financing channels, and often fall into the predicament of no capital development, no development and no scale effect. Third, the construction of existing commercial distribution centers lags behind. Distribution is the central link of online store management, and it is in the center and hub position. Fifth, there is a lack of logistics management talents and the management level is lagging behind. According to statistics, the high-tech content in China's tertiary industry only accounts for 6.29%, the commercial system only accounts for 2.0%, and all kinds of professionals with college education in China's commercial system only account for about 3%. The low quality of employees seriously restricts the improvement of enterprise management level.
(3) Contact information
The seller should provide accurate store information and contact information, correct ID number, e-mail, mobile phone number, mailing address, postal code and other basic information, and often maintain and update this information to facilitate buyers to contact themselves.
For buyers who have visited their own stores, they should sort out their contact information. Although some of them are just browsing, they are all part of potential customers. Manage your customers well. The potential customers who have purchased goods and the potential customers who will buy them should be managed separately, and the customer information should be clear to facilitate the promotion of the store in the future.
After the goods are sold, you should get in touch with the buyer as soon as possible, and send a delivery notice letter to the buyer as soon as possible after delivery. It is best to attach a photo of the packing list so that the buyer can see the handwriting and specific number clearly, which is very important to attract "return rate", and keep in touch with customers from time to time to do a good job in customer management.
Fourth, customer service strategy.
(1) Pre-sales service
On the Internet, every seller has a credit record. High credit is very important for the operation of online stores, and all buyers will choose whether to buy your goods based on credit. If the transaction is satisfactory, the buyer can get favorable comments. If there is a problem, it is a bad review or complaint. If you receive a complaint from the other party, you should deal with it as soon as possible to avoid leaving a stain on your credit. Therefore, we must be honest and trustworthy, do not publish false information, abide by national laws and regulations, and do not sell weapons and ammunition, controlled knives, cultural relics, obscene articles, drugs and other goods whose sales are prohibited or restricted by laws and regulations; Fake and shoddy goods; Other goods that are not suitable for online sales, such as medical devices, medicines, stocks, bonds and collateral, stolen goods, smuggled goods or goods obtained from other illegal sources; Goods for which the user has no ownership or control. Seriously deal with the buyer's various problems, and confirm whether the buyer's contact information is true. Fill in the name, origin, location, nature, appearance, quantity, trading method, trading time limit and other information of each product on the website. It is best to match the pictures of the products. The name should be as comprehensive as possible, highlighting the advantages, the price should be fair and reasonable, the mailing fee should be clearly marked, and then the latest news of the product should be sent to the target customers, so as to be regular. Take the initiative to check the buyer's purchase information and leave a message to the buyer.
Regular promotional activities, discounts, or gifts are mainly used to attract buyers, introduce activities, and publish this "good news" in other places (such as forums and mailboxes). No matter what activities you are engaged in, you should release this news to friends and buyers around you in time and make full use of every resource to promote your store.
(2) Services sold in China
In the process of sales, it mainly serves the buyers who have purchased the goods. After the buyer buys the goods, he should get in touch with the buyer at the first time to confirm whether the goods are in good condition and can be delivered to the buyer. At the same time, it is necessary to ask whether the buyer is sure to buy it and whether the contact information is accurate. The buyer shall deliver the goods as soon as possible after confirmation. It is best to send a delivery notice to the buyer after delivery, and attach a photo of the package to let the buyer see the handwriting, specific quantity and other information clearly. It is very important to facilitate buyers' inquiry, that is, to attract "return rate" and keep in touch with buyers from time to time. After receiving the goods, if the buyer is not informed, ask the buyer whether the goods are received in time and check the accounts in time. The evaluation filled in by the buyer should be fed back as soon as possible, and the evaluation must be true.
Send a small gift, and the buyer will be very happy to receive the goods and gifts. Gifts are not expensive, but gifts. No matter whether the buyer will continue shopping in the future, treat him as a friend and face him sincerely, there will be good returns.
(3) After-sales service
Perfect and thoughtful after-sales service is a very important chip to make the online store business last. We should keep in touch with different customers and do a good job in customer management. For buyers who have already bought goods in their online stores, they should keep good contact information, inform them as soon as there are new goods, and inform them of the information they are interested in, so as to help old customers visit their online stores again, send commodity information to potential customers who have been to the stores, and increase trading opportunities.
Give buyers a discount. Customers who come to see the house for the second time can get a 10% discount on goods, a 20% discount for the third time, a 30% discount for the fourth time and a 30% discount for future shopping. Or how much you spend on shopping, you can get gifts, discounts, free postage, etc. In this way, you may earn less money at one time, but if you think about it for a long time, it will be good for retaining many old buyers.
Verb (abbreviation of verb) conclusion
The network endows modern business with a brand-new operation mode completely different from traditional business, so that each of us will have the opportunity to start a business as long as there is a network environment.
The huge and growing group of netizens at home and abroad provides huge market potential for e-commerce, and the online products and services that follow are also emerging one after another. Many bosses have moved their business online, and online stores have sprung up. People's ears are beginning to be filled with things on the internet every day, and there are countless internet companies. In terms of online stores, Taobao, Yi Bei and Paipai all have huge online shopping platforms, and the online stores established by individuals or small and medium-sized companies are overwhelming, and almost any one has them.
Through analysis, we can see that the advantages of virtual stores are very obvious: small investment and extremely low operating expenses. A global 24-hour, 365-day-a-year shop, supplemented by modern communication means such as QQ, MSN, e-mail, mobile phone, and developed logistics distribution system, constitutes the software and hardware environment of a virtual shop. As long as you can surf the Internet, you can open a shop. Entrepreneurship is no longer a dream, and the existence of reality provides a good development opportunity for countless friends full of entrepreneurial ideals.