Cock Silk business model to become the core competitiveness of electric dealers: shelter and shelter to play with everything in place

"Cock Silk" this one in 2012 Baidu "Ten Encyclopedia Hot Word" ranked first vocabulary, for the Chinese have no longer unfamiliar. It represents a group, mediocre birth, low salary, car room hopeless crowd, also represents a mentality, many people in daily life also often use "cock silk" ridicule themselves; it is a way of life, love online games, love fantasy, lack of driving force, love to escape, good and cowardly. "Cock Silk" is more a concept of the Internet, it is a "self-deprecating decompression and smile to see the future" of the spirit of posture, the rapid spread of the network.

In his book "The Bottom of the pyramid", Pras Harad, a master of management, creatively proposed the concept of "the bottom of the Pyramid" (NRC of the Pyramid, "the Tower Base"), and believed that more than 4 billion of the population in the global economic pyramid was in poverty, Its intrinsic needs have never been truly understood and valued. If companies are to serve this huge low-income market through commercial innovation, they can gain economic benefits and pry the huge wealth at the bottom of the pyramid.

The concept of "cock silk" and "tower Foundation" are similar, which means that people living in the bottom of the life. However, the bottom does not mean that the ability to buy low, in the virtual Network society, has a huge social relationship resources of white-collar workers do not have a huge potential for consumption, "cock silk" instead of online under the social relations and become China's main internet paying people.

What are the business models emerging from the market for cock Silk in 2012?

We chose 15 representative "Cock Silk business model" case, according to "food and clothing", "Live", "play" for classification. "Food and clothing" field, Tintin concessions on the internet is very rich business information moved to the mobile phone, has accumulated more than 10 million of the user, by the crazy hot pursuit of VC; Beauty says through the dissemination of UGC (user generated content) content, to other E-commerce site diversion volume, There are two ways to profit from brand advertising display and sales. "Live" field, short rental market in the past year unusually hot, 100 yuan can live in Sanya Seaview Room, 250 yuan will be able to live in a unique and warm family room, which is the most attractive pig short rental place; The user can only shake a mobile phone application, it will be able to wait for the car in a short time, At present, including IDG, Sequoia and other well-known wind investment, including more than 30 VC attention. "Play with" the field, yy in China's two or three-line, or even three or four-line city of young users are increasingly popular; this location-based mobile social tool allows users to translate network relationships into real-world relationships in a timely manner, with a user capacity of up to 20 million.

At present, the development of cock Silk market is still in the initial stage, the case has not yet formed a mature business model, but cock silk market is very large, very profitable potential. We look forward to the 15 cases we choose to glimpse the whole cock Silk market sack, to the later to enlighten. In the future, only a real understanding of the inherent needs of cock silk, for the cock silk to provide their products and services to the company, in order to obtain sustained profits from them.

Economic Observer reporter Zhang

This may be the closest two areas to Dick Silk, but it is also the most competitive. The reason is very simple, "clothing" and "food" is highly fragmented, and the demand point is very concentrated. And its innate ambivalence lies in both the long tail effect and the personalized demand, the internet era used standard cheap goods (every customer, group buying) to solve the long tail effect of the end of the demand, but in the mobile internet era, personalized demand is truly valuable, so, for those entrepreneurs, How to design their own business model, and then really put these fragmented "small personality" into their more familiar with the process of products, has been the most important assessment criteria.

Ivan uses the "food attribute" to build every user's needs profile, and the business model of beauty and wet customization is more like a user's exclusive service. But in fact, behind this is the power of data, small such as Druitt will gradually become a data company with the increase in user volume. The trend is obvious, you can understand your users better only by mastering larger data and more dimensions. This point in the tune "clothing" and "Food" field, the importance of words can not be described.

What do they spell in the future? This is a brutal problem, because the data will certainly converge, but smart entrepreneurs will make them smart enough to flow to a designated area, which is the core of the conversion rate. Most of them refer to focus because it is important that your data processing capabilities only gain an advantage in a few areas compared to those big Macs.

Wet customization: make good clothes to buy

Have you ever had the feeling of "a hopeless life in a shopping mall", and did you wander around in the mall with tens of thousands of clothes? When the customer for a good fabric, exquisite workmanship but the price of high clothing contradictions, the clothing industry did not want in the cost, inventory, marketing, distributors and other issues to reduce costs to reduce prices. The "wet customization" proposed by Guangzhou Code Garments Co., Ltd. is a new model to solve the problem of too expensive clothes.

In the founder Zhang Congbin, the core of the wet customization mode is to reduce the operating cost and the operating risk by the way of customer order, to provide the cost-effective clothes with the model of cost and commission, and to build the design platform and marketing system by the public service strategy. In the traditional channels, manufacturers, provincial agents, distribution agents, shopping malls and other circulation links at the level of fare increases, resulting in the cost of clothing finally reached the customer hand turned 10 times times or even dozens of times times. This is a very unreasonable phenomenon for a long time in the clothing consumption, forcing customers either at high cost to get the clothes they want, or can only choose not to meet their clothing needs of low-end clothing. and "Wet customization" mode can give customers more options. The key is to open the order directly to the customer, cut off all the intermediate links. In addition, the online ordering and physical stores to try to wear together, but also to solve the customer because of style, color, number of inappropriate and may produce the problem of return.

Password clothing will be the physical store positioning in the experience and fitting, selected to go home from the site to purchase a single, this is based on the understanding of the psychological purchase of women. Most women would think: I just need a good craft, good fabric clothes, and do not need to highlight identity brand and shopping experience, at the same time, most women into high-end brand stores, there will be fear, fear is considered "try and not buy." But in the code clothing store but did not buy, not to consider the "try and do not buy" problem.

For example, shopping malls in a senior coat tag price of more than 4000 yuan, the actual cost is actually less than 500 yuan, from its high-grade fabrics, good technology to see, can only go to the brand shop to spend 10 times times the cost of the purchase price. For looking for in the mall, can only wait for discount season to buy clothes women, password clothing is undoubtedly lethal.

Zhang Congbin hope that through the network sales and the combination of offline shops can form a kind of air support ground, ground support air combination mode. The general process is that the site shelves a new clothes, customers can only tell the size of the purchase directly on the net to pay, or through their physical store fitting after the appropriate order, the company in accordance with orders to purchase cloth, processing production. On its web site, on the shelves of clothing prices are detailed, a price of less than 900 yuan of clothing, cost about 450 yuan, the development of operating costs 150 yuan, Commission 300 yuan. All its profits are 30% commission.