Lm Thng mi in t Vit Nam phi i mt

nhng kh khn g?
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viet-nam-phai-doi-mat-nhung-kho-khan-gi-
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"Nhng ai ang hi vng lm TMT s thu li c ngay th tt nht ng dn thn
vo TMT lm g" - ng Nguyn Vn Tun, Gim c Khi TMT VCCorp.
VinE-com v chin lc thng mi in t cho nh giu
10 iu lm tng v Thng mi in T Vit Nam
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Thng mi in t Vit Nam - Ni kh ca k sng nh u t

Th trng Thng mi in t (TMT) Vit Nam vn ch mi giai on s khai, do kh
trnh khi nhng kh khn v tn ti gy nh hng n doanh nghip lm trong ngnh. hiu
r hn nhng kh khn ny ca TMT Vit Nam, CafeBiz xin trch ng ni dung bi vit trn
trang Facebook c nhn ca ng Nguyn Vn Tun - Gim c Khi Thng mi in t
VCCorp bn c tham kho.



Ti Vit Nam, TMT mi bt u nhen nhm nn tt yu s gp kh khn. C c kh khn nm
trong tm kim sot v ngoi tm kim sot, n t bn trong ln bn ngoi, t ch quan n
khch quan. khi qut ho, ngi vit chia lm 2 dng: kh khn khch quan v kh khn ch
quan.

I. Kh khn khch quan

1. Th phn nh b

bi u tin Th phn v cc loi hnh thng mi in t ti Vit Nam, ti nu chi tit rng
hin nay ch mi c khong hn 2 triu khch hng mua hng qua TMT - con s qu b so
vi hn 35 triu ngi dng Internet v dn s 90 triu ngi dn Vit Nam.

Nu xt v doanh s, ti Vit Nam rt kh thng k chnh xc nhng c tnh t khong gn
$500 triu trong nm 2012 (c mt s bo co v pht biu ni rng doanh s 2 t , con s ny
theo ti l khng ng tin cy). em so vi cc cng quc v TMT trn th gii nh M (343
t), Nht (127 t), Anh (124 t) v Trung Quc (110 t) th th trng TMT tht qu nh b.

Chnh v th phn b nh vy, nn khi trin khai m hnh TMT c th, vic la chn i tng
khch hng kh kh khn v phi rt thn trng a ra m hnh phc v ph hp vi phn
khc khch hng mnh la chn.
Khi trin khai m hnh TMT c th, vic la chn i tng khch hng kh kh khn v phi
rt thn trng a ra m hnh phc v ph hp.

2. Thi quen mua hng

Vn tm l ra ca hng tp ho u ng mua nhng dng thit yu hay ra cc ca hng
offline mua sm cc dng, thi trang v cng ngh.

- Thi quen thch nhn tn mt, s tn tay

- Thi quen thanh ton bng tin mt



3. Nim tin

Ngi tiu dng ti Vit Nam vn cha t nim tin vo mua sm trc tuyn, h vn c ci nhn
thiu thin cm vi cc hnh thc kinh doanh trn mng. Thc t, c rt nhiu khch hng phn
nh rng sn phm h nhn c khc xa vi nhng g h nhn thy trn website, do vy nim
tin vo TMT cng b lung lay.

Nguyn nhn ca thc trng ny l do TMT ang b lm dng, bp mo bi s lm n thiu
chuyn nghip ca cc n v cung cp sn phm. in hnh nh v vic MB24 li dng danh
ngha TMT phc v li ch ring cho mnh khin cho khch hng hiu sai v TMT.
Mt s khc th dng knh TMT phn phi hng gi, hng nhi km cht lng nhm qua
mt ngi tiu dng - mt cch lm n rt chp git.

4. H tng thanh ton

- Thanh ton qua th cn t

- Cc bc thanh ton qua internet banking rc ri v khng nht qun gia cc ngn hng

- Th ch yu dng nhn lng v rt tin ti ATM

- Chi ph giao dch cao

- Hnh thc thanh ton cha a dng

- C ch hon tin cn chm v cha r rng
- Hnh lang php l cn lng lo

5. Dch v giao nhn

- Cha c n v th 3 thc s chuyn nghip m bo tt dch v giao nhn m khng nh
hng n cht lng phc v, hu ht cc n v lm TMT u phi t xy dng i ng giao
nhn nm quyn ch ng trong vic kim sot v iu phi hiu qu cng nh cht lng
phc v khch hng.
- Do c th a l Vit Nam tri di, mt khc volume th trng cn b ng thi vic t t
chc i ng giao nhn khin cho chi ph giao nhn rt cao, chim t 10-15% gi tr ca 1 giao
dch.

6. Vn u t

u t vo TMT l di hn v t tin, thm ch t rt nhiu tin. Chi ph cho nhn s,
marketing, stock hng l nhng chi ph rt ln. Nu khng c khon u t ln th ch i c
na ng l cht, khi m li nhun cha th b p cho khon tin u t educate th trng,
lm brand v hon thin quy trnh.
Do vy bn no ang hi vng lm TMT s thu li c ngay th tt nht ng dn thn vo
TMT lm g. Theo ngun tin c nhn th tt c cc n v ang u t cho TMT ti Vit Nam
th cha c n v no c li (tr mt s d n vertical e-commerce), m ngc li s tin u t
ln n hng triu .



II. Kh khn ch quan

1. Kh khn chung

Xt mt cch ton din th cc n v lm TMT vn ang tm l va lm va thm d th
trng v tm cch phn ng ph hp vi tm l ngi tiu dng. Do vy vic trin khai kh
c th din ra bi bn ngy t u v xuyn sut trong qu trnh hot ng.

Mt khc, rt nhiu n v lm TMT vn cha hiu r thu o s khc bit ca TMT vi
bn hng offline truyn thng, vn b nguyn t duy vn hnh offline ln online, dn n s
phn ng chm chp, thiu chuyn nghip v khng pht huy ht li th ca online, cha nh
trng tm l ca ngi tiu dng online.
Ngi tiu dng online c nhng hnh vi v tm l mua hng khc vi ngi tiu dng offline.
Ngi lm TMT cn hiu r tm l i tng khch hng ca mnh c th a ra nhng
phng thc phc v ph hp.



2. Kh khn ca tng m hnh

a. M hnh sn giao dch

- Ngi dng thng tm n cc website c nhiu tin c, v ngc li ngi bn cng tm
n website c nhiu ngi c ng tin rao. Do , khi thit lp mi mt sn giao dch
TMT, cn phi c c ngay lng thng tin phong ph thu ht ngi c, c bit vic
lm SEO s gip cho website c c ngun traffic t nhin cc ln

- Giao dch trn cc sn giao dch hu nh khng c, m ch l ni ngi bn v ngi mua
gp nhau, sau t lin lc v tho thun hnh thc bn hng v thanh ton. V th tin cy s
khng cao.
- Bi ton kim tin t m hnh ny kh n gin, khin cho vic mun tng mnh doanh s rt
kh khn. Cc m hnh tiu biu bao gm: bn banner qung co, bn tin VIP, bn lt hin th
cc trang u

b. M hnh website bn l

- Kh khn ln nht ca m hnh ny l kim sot hng tn kho. hng tn kho qu lu v
khng c s kim sot cht ch v thng xuyn th tt c nhng khon li thu c u khng
b l cho chi ph hng tn kho

- Kh khn th 2 l to c s tin cy v minh bch v thng tin hng ho, gi c, cho t l
chuyn i (CR) phi lun mc cao nht nhm tit kim chi ph marketing, nng cao hiu qu
bn hng. Theo kinh nghim ca ti th cc website TMT phi m bo t l chuyn i mc
ti thiu 1% (CR=1%), c ngha l 100 ngi truy cp vo website ca bn th t nht phi c 1
ngi mua hng. Nhng thc t rt t n v u t cho vic tracking hiu qu v lin tc ci tin
tng CR.

- Kh khn th 3 l m bo cht lng dch v logistic t khu giao hng, h tr sau bn, bo
hnh, i tr hng ho u phi chnh xc, thn thin v nhanh chng. Mi nhn vin giao hng,
nhn vin CSKH u phi l i s bn hng ca cng ty.

- Kh khn th 4 l v margin, nu bn bn c nhiu th cc nh phn phi mi chit khu cao
cho bn, nu khng th % chit khu s thp v kh cnh tranh v gi vi i th v th trng
offline. Ngc li, nu bn gi cao th kh bn hng, dn n sn lng thp. Do vy bn cn
cn i tht chc chn v chnh sch gi cng nh doanh s bn hng.
- Kh khn th 5 l c ln nut c b. Cc ng ln sn sng vung tin ph th trng, t
quy m v c gi tt, lc ny vic cnh tranh gia cc n v quy m nh s kh khn hn rt
nhiu.

c. M hnh website khuyn mi, gim gi

m hnh ny th ngoi kh khn nh m hnh website bn l, n cn c kh khn rt ln l
lm vic v thuyt phc nh cung cp ng gim gi mc hp dn khch hng m nh
cung cp khng c l hoc ch l t mang li ngun thu cng nh khch hng mi cho h.

Khch hng ca m hnh ny thng thng km trung thnh, nn vic gi chn khch hng l
iu rt kh. Do vy cn c nhng quyt nh trong chin lc khai thc li nhun ngn hn
t nhng khch hng c c, trnh vic u t di hn ly user vi hi vng sau s khai
thc t tp khch hng .


d. M hnh website u gi trc tuyn

R rng rng ti Vit Nam, m hnh ny ang gp ro cn rt ln l thiu nim tin. Ti khng
tin l ti u gi c th trng vi gi r, ti khng tin cc nh cung cp sn sng cho i sn phm
ca mnh ch nhm mc ch qung b c hng vn l do ngi tham gia khng tin vo
hnh thc ny.
lm m hnh ny thnh cng, trc ht website u gi phi m bo mi yu t u minh
bch v show c n cho khch hng thy h khi nghi ng chn g hay s thiu trung thc.

e. M hnh localize e-commerce v dch v

- V localize e-commerce, s m rng th trng rt kh khn v chm do yu t a phng
ho. Mt khc, yu t cht lng dch v c t ln hng u. Do vy p lc v cht lng
dch v rt ln, i hi ngi lm m hnh ny phi kim sot tt, song song vi l chi ph
u t cho dch v phi cao th mi m bo c cht lng theo yu cu. V d v m hnh gi
mn online, nu sau 30-45 pht m khng giao c n cho khch th khch sn sng hu
order ngay lp tc.
- V cc website dch v nh t bn, t ch, t phng khch sn, th kh kim sot c
cht lng ca nh cung cp. Bi l m hnh ny ch l yu t trung gian kt ni khch hng vi
merchant. Nu merchant khng lm hi lng khch hng th s kh chiu d khch hng quay li
s dng tip dch v ca website. Do vy cn kt hp vi cc merchant cng kim sot cht
lng dch v ca merchant.

III. Kt lun

trin khai TMT thnh cng, bn phi hiu rt r v nhng g bn ang c v hiu r v
ngnh hng cng nh phn khc khch hng bn ang nhm ti, nhm pht trin v chim ti a
th phn trong mng mnh kinh doanh.

Cht lng dch v v kim sot tn kho, tht thot l hai kh khn ln nht trong vic trin khai
TMT nhng n li l yu t sng cn quyt nh m hnh TMT ca bn c thnh cng hay
khng.

Nguyn Vn Tun
Gim c Khi Thng mi in t - VCCorp
Theo Tr Thc Tr