Wang Hong has been served as WebMaster, Sony (China) Co., Ltd., responsible for the weapon of the company's portal
Protection. October 2001, the Department of Network Business Development is split into three professional departments, namely the Sony Style sales department of Sony online marketing, IT Marketing and Wang Hong's currently responsible company advertising propaganda network management department.
Such a work exchange, Wang Hong has experienced several times in Sony, and it is related to Sony's corporate website construction. Initially, he belongs to the company's IT department - Information system department, once served in the leadership of Media Public Relations and Comprehensive Planning Division, and later entered the Network Business Development Department specially responsible for enterprise website development and operation. This department is neither a special IT department, nor a special market sector, but a special institution that concentrates a professional market personnel and web maintenance personnel, helping Sony's step into a deep and perfect. In more than 2 years, Sony's website is released from the original information, selling online, and then providing individual information and web services. Now, with the clear position of the company's website function, the Network Business Development Department has made new adjustments.
Website's difficult rise
On November 16, 2001, Sony officially launched two VAIO high-end laptops in China, and started the franchise store in China, as well as the Sony Style shopping website (www.sonystyle.com.cn), Sony Channels such as Interactive Center (Sony Call Center) accept reservations. The subsequent statistics show that the online bookings from the Sony Style shopping website, plus newly established Sony Interactive Centers, with almost 40% of the newly established Sony Interactive Center. This ratio has reached approximately 20% in December that started sales. Undoubtedly, this result is due to the efficiency and convenience of online sales.
Just like Rome is not built a day, Sony is not one of the online shopping.
Two years ago, like a lot of companies that stepped into the Internet river, Sony was initially directed against the "Sony Electronics in China" website (www.sony.com.cn), mainly to be extensive. People can browse to Sony's related product information on the Chinese market, and Sony profit, in China's development history, the latest enterprise dynamics, and service support information. At that time, the company website is basically a thinking of an interpretation of the company, but the website can be covered to a wider range than printing, and there is no interaction with customers. Based on this idea, this new medium that is different from traditional media will naturally return to the company's media public relations department.
As the e-commerce concept is in full swing, in January 2000, Sony has also begun to have an online sales channel in Sony Electronics in China, and the goods are limited to a mobile phone product in Sony. This e-commerce is only to accept orders online, and other links are also completed by one step in accordance with traditional processes. This "empty shell" e-commerce is very common at the time, and many large B2C e-commerce websites are also operated in this way. Due to the single and mobile phone sales of goods is not large.
But in any case, the online shopping trial enables the website's functionality to surpass the category of promotion and start interact with the user. The company's comprehensive planning department has also begun to involve the management of Sony China, which is the first step in the Sony China website to contact business.
In 2000, Sony began transformation of broadband network era. With the exploration of the network business, Sony recognize the huge potential of the network, and recognize the combination of networks and IT technology, providing users with Sony's unique products and services to obtain competitive advantages in the network era. Since the founding of the company, Sony has been working hard to stand in the trend leader, and the website can help Sony will communicate new feelings with customers in a new posture that is different from traditional media, and injects the network for Sony's brand. Connotation.
In April 2000, as part of the Sony Global Strategy, Sony established the Sony Style website outside the original website, mainly to provide Sony's unique information and market events for specific needs of Chinese markets and consumers, introduce Sony fashion lifestyles and Online marketing, the positioning is very clear. I have been responsible for the online sales and market of Sony (China) Co., Ltd., said that in 1999, Sony has established the Sony Style fashion life website in Japan, followed by rapidly developing 21 countries and regions around the world. The composite function of Sony Style determines that it is necessary to have professional market staff planning and design online market and sales activities, but also have technical personnel maintenance and support. In order to adapt to this need, Sony has established a new department of the company's website construction and maintenance and online marketing in China - Network Business Development Department.
In the development of the Network Business Development, the "Sony Electronics" website has been fully improved from the information content, market expansion, and sales design. By the end of 2000, "Sony Electronics in China" enriched SONY probe, Sony music, Sony film and referral website, plus Sony Style website, two websites begin to fully introduce all kinds of business information and services in China He became a diversified corporate website established in China. SONY Style website online sales and monthly views are rising, and the size of the member club is also growing.
However, with the in-depth development of the Sony style website business, the application-owned website system has begun to expose defects. Then, it is a new demand for website functions. For example, the scalability of the website system is not good, and a new channel is opened on the Sony style, or design a new product promotion, conduct a small interactive game, it is necessary to rewrite and program development; The method of adding a patch on the system has increased the instability of the system.
After several years of e-commerce cultivated customers, they have become increasingly difficult to wait, but they do not only require cheap prices, but also have more and more personalized services. Perhaps just because it is necessary to re-filled a online table, it will let him go to the head, and the loyalty to the customer is getting harder and harder. A little negligence in website operations, even just giving customers a little inconvenience, can lead to a large number of customers. Therefore, on the basis of providing information and services, how to reflect the personalization and intelligence of services have become a key issue. For example, provide the user with a personalized page, in accordance with the customer's preferences, the product catalog, service information, new product release information and help information, this function is already the basic requirement of a business website.
These seem simple needs, not only require a lot of work in front desk, but also need unified management of various background information and resources. Specifically, the information collected by the Sony Style should be effectively shared and integrated with the company's ERP system and the Sony Interactive Center, and is used for unified management and analysis. In this way, the user's static data in the system can be connected to dynamic data such as procurement activities, which is also a data foundation for personalized services.
But at that time, the online sales order of the Sony Style website was not associated with the company's background ERP service management system and the Sony Interactive Center. If the customer purchased a mobile phone on the website, the employee in Sony should connect to the Sony style website every day, obtain the order information, call the customer to confirm, and then organize the logistics department to arrange the library, ship, confirm the goods and Payment, re-adjustment inventory, almost all links must be intervened to coordinate. Because these data is scattered in many links, when they are in the next login website, he cannot get more help and convenience from his previous purchase record.
Based on these considerations and needs, in April 2001, Sony (China) companies entrused Grapecity (formerly Olympic Island Group) to build intelligent enterprise portals to help Sony offers users a range of online shopping, services and market activities. Convenient way, unified management and analysis of user information and business data such as product information, customer registration information, market promotion activities, feedback information, and questionnaire information, and implement integration of existing management systems such as background ERP. The initial development work has been integrated with Sony online e-commerce business with Sony online Sony's SAP ERP system, Sony Interactive Center, and Sony Style website in the Sony Interior of the Sony Interior, in Microsoft's Smart Business Framework Commerce Server 2000. During the project, members of Grapecity have almost all Sony's employees, and Grapecity's engineers Zhang Qijun said that there is more than 8,000 emails that communicate with Sony in his computer.
The newly revised Sony Style website officially unveiled at the end of June 2001. Compared with the previous, the website's page content is rich, the design style is also unified, and the background update maintenance is simple. For Sony's employees, SonyStyle revisions not only improve the image of SONY fashion life, but greater significance is to bring business in real importance and convenience. For example, before Sony launched a new product and market promotion, Sony Style should be invited to design and produce a corresponding static page in the Sony Style; and launch new products on the version Sony Style, the people in Sony have been able to I have done it in the background.
At the same time, the new Sony Style combines more personalized design: When the user visits the website for the first time, the system will record the active information of the member as much as possible, including: The visitors enter the registration page from which web page is members I have access to those web pages, the number of members, and the like, even if I am not a member's visitor, I can record the visitor's browsing habits through the cookie. Based on this information, personalized information and services can be provided in accordance with customer preferences. At the same time, Sony can also analyze the online behavior of visitors, and help the consumer groups to make different sales programs, segment the target market, determine the change of the target market, and excavate potentials. Business.
Shortly after the revision, Sony puts a certain number of advertisements on some websites. The next weekend, Sony Style has skyrocketed, but there is no sales. After analyzing the data, these netizens entered the Sony Style through the link through the relevant website, only in the game area, not interested in Sony's products, so there is no sales. From these visitor's member information, these people have been more than 10 years old, there is no purchasing power. After the online advertisement in the past, the company often can't respond in time; and the customer's access information analysis tool, Sony's market personnel can choose to continue to promote advertisements in these websites, or change advertising targets for Increase sales. At the same time, they can also adjust online business processes and access paths in the system, highlighting the online more valuable area by providing targeted content services.
As the important sales channel of Sony, the online sales of the Sony Style website has become the tentacles of Sony closest to our customers. Its role is not only to bring sales, but also to understand the needs of customers through effective interaction with customers, in order to grasp future markets. In November 2001, the Sony Style project was rated as the best e-commerce solution for Microsoft 2001 Asia Pacific.
Evolutionary
After experiencing a whole reincarnation, Sony's website promoted his own brand in a new way, and sold its own products. From the change of the Sony website, we can see the continuous exploration of business networking pathways. As an extension of the Internet strategy, the construction of the corporate website is once, but many enterprise websites have been limited to basic functions such as corporate information announcements, product information, company contact methods, etc. More and more in-depth practice shows that these are just a starting point of the enterprise website, and the online sales of the previous red is not all functional. With the development of enterprise network environment, corporate websites can help companies integrate existing business systems and concentrate on providing personalized services to customers, becoming a real portal for communicating with companies.
The curtain of e-commerce is still slow, and the true face of the network economy is far from being seen. The Sony website we have seen today is just a stage of evolving corporate websites. This evolution will never stop.
