Cnnic Zhang Yi: How can the vertical electrical business be successful?

Remember probably from the year before, every winter, the major portals and it information platform will invariably refer to a word--http://www.aliyun.com/zixun/aggregation/21299.html "> Electric business in the winter." Compared to the entire electrical business environment, the vertical electric business is not only a cold winter, but perennial living in the frigid zone. From that year's largest vertical electric dealer, Jingdong and when the transformation of the integrated platform began, to the hit, after the flat, and then to the present only will occasionally peak performance performance, all these are vertical electric quotient of the appearance of the fledgling. It can be said that the current domestic vertical electric business just opened a head, no matter from products, users or brands to see the overall platform with the absolute gap, then the independent development of the firm's distance that is farther away.

Vertical electric business and Taobao and other electricity flow comparison chart

Single from the flow can be seen, Macaulay, Fank, such as vertical electric and Taobao, when, Jingdong flow is not a magnitude. Since it is not a magnitude, it is not scientific to take the flow of things. In a sense, the vertical electric quotient is developed by the rapid development of the integrated platform. Comprehensive electrical business found it difficult to personalize, to do specific areas or specific mode of the vertical electric quotient, a circle and found that the user size and brand important, so or to transform back or continue to engage in mode innovation.

Vertical electric dealers want to find a differentiated market, then look at the target users. Through the CNNIC data platform data show, regardless of whether the customer or Mai Lin, and when, Taobao users overlap is very high.

Differentiated market now seems to be not achieved, brand and user scale naturally do not have to say, and then look at the product. To the Internet to buy the first major category-women in clothing as an example, Taobao Women's category 31 categories, wheat 45 subdivision category, but completely different from the total amount of products, and Taobao category can be said through the beauty of such shopping site to share the early drainage to fill.

To sum up, the development of vertical electric business is the lack of internal strength, the success of any matter need to be successful, vertical electric business to want to do three first priority: Product (model) charge, supply chain steering, brand escort. (Author Zhang Yi, senior analyst of China Internet Network Information Center)