雪蘭莪資訊科技與電子商務理事會（SITEC）於2018年4月3日舉行了2018年的第九場電子商務講座，這場由SITEC Academy總監吳文彬先生主講的網店管理，同時這也是今年的第二場中文講座，反應熱烈共吸引了89名學員。Wofollow业务总监Gary Boon方浩全先生為講座嘉賓，他以本身的運作經驗，為學員提供電子商務的要訣。
吳文彬：
流量提高轉換率
講座甫開場，畢業自台灣大學資訊工程學系的吳文彬總監，介紹了本身過去在台北的電子商務歷程。吳總監說1999年是台灣電子商務剛剛要起步的年代，在那個年代亦只是正要開始營業的階段。台大畢業第一份工作就是在一家名為「摩比加」的公司上班，而網上販售的則是手機。當時該公司的經營模式就是跟手機中盤商取得比較低的成本價，「摩比加」在網上接到訂單之後就安排買家在某個取貨點拿手機。在那個年代手機零售店林立的年代，為何有人願意上網買手機呢？其突破點為網絡優惠。
吳文彬指出過去的傳統門市策劃，一場行銷案往往需耗上一個月的時間，包括：發傳單及進行各種各樣的準備工作，而如今在網絡世界，則可以在同一天內，進行三場市場行銷活動。
“為何在網上的行銷案，一天要做到三次？是因為你需要大量的與客戶溝通，你根本不知道他們想要的是什麼？所以你要做測試，甚至你願意的話可以做一些調查，做一些問卷。這個過程你要記得你是透過網路大量的與客戶溝通。”
他建議學員大量收集客戶的意見來改善現狀，可透過廣告與合作夥伴帶來流量，因為流量是電子商務的一大關鍵，它決定了你的營業額，同時也帶來轉換率。
“大家需抓準轉換率，在馬來西亞轉換率大概平均在1%至2%，偏低對嗎？電子商務就算在很厲害的地方它的轉換率可能都沒有辦法超過4%，除非你做的行銷案做得很準，而大部分的要靠流量大才可以做得到，在電子商務成熟的台灣，轉換率也差不多在4%。”
通過渠道尋找流量
這場講座的嘉賓是电商服务公司Wofollow业务总监Gary Boon方浩全，該公司服务的客户包括中国著名手机品牌商、本地著名厨房炊具品牌、国际运动品牌代理商等主要客户。
方浩全在講座中和大家分享了管理網店需要注意的10項事情，同時也給予大家許多寶貴的意見，包括可以通過入駐平台的方式快速開網店。
“我們可以透過回復PM的方式與客戶交流，掌握更對有關他們的資訊，并提供獨家優惠給尊貴的客戶，這些服務的小技巧都是我們幫助品牌商提高轉換率，很多時候不是客戶對商品不感興趣，而是他們在比較價格。”
他也分享了各種尋找流量的渠道，包括社交媒體、網絡媒體、競價廣告、聯盟計劃、部落格文以及異業結盟。
雪蘭莪資訊科技與電子商務理事會策劃的講座，不但讓我國的傳統產業及網路業者，有機會面對面共同解決問題，力求在這個瞬息萬變的網路世紀，也透過課程學習與交流，經營未來，接軌全球。
Basics of Webstore Management
On 3 April 2018, Selangor Information Technology and E-Commerce Council (SITEC) organised its ninth e-commerce class of the year. The talk, also the second Chinese-language class of the year, attracted 89 attendees. Speakers of the day were EC Class Manager Goh Boon Peng and guest speaker Gary Boon, business director of Wofollow.
Goh Boon Peng: Higher website traffic flow, higher conversion rate
Goh started by sharing his e-Commerce experiences in Taiwan and Malaysia. In the past, a marketing programme possibly took up one whole month, as businesses had to prepare printed marketing collateral as well as distribute them in advance.
In the internet era, however, Goh said that businesses could conduct three marketing events on the same day.
However, why do they have to do three campaigns in one day?
“That is because you need to communicate with numerous clients, for you have no idea what they are thinking about. So you need to do testing, investigation and surveys to collect information.
The process is a reminder that you need to communicate with various clients,” he added.
Attendees were advised to collate clients’ feedback to improve their business and increase website traffic flow. Businesses could also work with their partners to disseminate advertisements – according to Goh, traffic is a key part of the e-Commerce process, for it determines revenue and conversion rate.
“In Malaysia, the conversion rate is about one to two per cent. Even in places where e-Commerce is vibrant, the conversion rate is no more than four per cent. You can achieve more than four per cent, if your marketing programme targets potential clients very accurately. In a mature e-Commerce market, such as in Taiwan, the conversion rate is about four per cent,” he concluded.
Gary Boon: Various channels to increase traffic
Second speaker of the day was Gary Boon, whose company Wofollow served clients from different business fields, including a renowned Chinese mobile phone brand; a local kitchen equipment company; and the dealer of an international sports brand.
During the class, Boon shared ten key points to manage online businesses, as well as a quicker method to set up online business by joining bigger e-Commerce platforms, as well as tips on client management.
“By replying to customers’ private messages, we know more about them and we can give them special offers. With this service, we have helped our client companies increase the conversion rate. Occasionally, we thought that consumers are not interested in products. But when we communicated with them, we realised that they do actually care about price,” Boon, who is also the co-founder of Wofollow.
Summing up his speech, he suggested several methods to create traffic: social media; online media; real-time bidding; blogging; and cross-industry alliance.