Electric dealers encounter cold winter only products will play strong heart needle

March 25, said the news, the business of the Shang Qiao words into bankruptcy liquidation procedures. The news also said President Blue had been missing for several months and owed hundreds of employees several months ' wages.

Founded in 2008, Qiao language in 2011 just received 43 million U.S. dollars to raise money, burning the speed is very alarming.

This is only this year, China's electric business in the context of a microcosm, including Yintai network, catwalk network, such as the sale of special sites, most of the difficult, part of the transition or the verge of closing the edge.

And the use of special selling mode of the business only products, but on the other side of the ocean, a single show, at the beginning of this month, the market value of tens of billions of dollars.

Only the success of the product will give the Chinese electric business industry a needle, imitation also natural. As an example, last May, the sale of clothing sales channel, "tail goods sinks". With huge flow, with the help of clothing category expansion SKU, obtained some results.

And in this month from 24th to 28th, login when the home page is no longer the previous integrated shopping navigation page, but turned into the end of the collection channel homepage, clothing, shoes bags, Home discount ads filled the entire page, and the book category is squeezed to the bottom.

One of the pioneers of the business, the pioneer of the book category, is brewing a reform, when the activity pushes its tail.

The story of the tail goods exchange

Founded in 1999, Dangdang is China's first supplier of the business, guoqing in the vertical field of books started. Because the website sells is the book, thus attracts many scholar, has the enormous flow.

But after its development to a certain scale, the performance has been poor. Books, due to the low price of their customers, led to a sustained loss from 2011, when growth slowed.

There is a problem, when the flow has been very high, indicating that their brand value is not weak, but years of losses. When also looking for methods, so try to do an open platform, hoping to expand their sales share, slowly cut into other categories.

But there is always a gap between the idea and the reality, the customer unit price problem has been plagued when.

For example, when users buy a higher customer price of the 3C products is, easy to buy basic books is not difficult, but the reverse is not easily.

This is also the first time when the war with Beijing east to wordless one of the problems, when the Beijing East launched to buy electricity to send books, when there is no return on the force, can only silently stop this war, in order to break through this dilemma, when repeated in the trial of various modes, when the only product will suddenly succeed, when the beginning with the only product will be the template learning only product will model.

Last May, the introduction of the "tail of goods," the special selling channel, located in the low-priced sales of branded clothing.

The biggest selling point of the flash-buy model is authentic, low-cost, limited-price snapping. After six months of experimentation, it may be a quick way out of the mire.

Analysis of Ruzenwang observers, when the clothing as the first major category of department store force is smart: one, clothing year has hundreds of millions of market, and books only 30 billion; Secondly, the customer purchase frequency of clothing, high guest price, high margin; third, when when book 13, accumulated 30 million users, And relies on the large data operation to this batch of users ' purchase preference accurate localization, may very conveniently turn this batch of books user to the clothing user; its four, when when the model buys the clothing tail goods with the limited time snapping up, may increase the user to buy the frequency.

Return to Flash

And the numbers may sometimes be more persuasive, since last year's launch was half a year later, when earnings were finally made. Its revenue from the first quarter to the quarter of last year, respectively, is 1.276 billion yuan, 1.4935 billion yuan, 1.526 billion yuan, 1.972 billion yuan, the growth rate is about 20%, and profits in several quarters of losses, in the fourth quarter to achieve net profit of 21.7 million yuan.

And this time when in the end of the channel collection line under the counter 30 percent crazy Rob activities, strengthen the special selling services, because this year when the strategic adjustment, will be the main focus on clothing special sale, to create online "fashion store."

Dangdang in this year's internal annual strategic meeting, Dangdang CEO Guoqing the 2014 overall strategy as an "offense", the tail of the strong low price strategy may be Dangdang launched an "attack" an important chip.

Only the product will be the mode of popular, because of the large apparel category market, high gross margin, and once the formation of brand effect, the website platform has a very high repeat purchase rate.

According to the information, and distribution mode of the only products will be special selling mode, when the tail goods not go to sell routes, but investment mode, goods do not enter when the warehouse, the merchants themselves adjust inventory, delivery, more than the mode of distribution, turnover is also faster.

And in the face of the imitation of Dangdang, only the success of the product will be able to easily copy, only the vice President Xiaohui have different views.

Xiaohui has said in an interview that the threshold of special selling hidden is very high, the real decision "special selling" success or failure, not traffic, low price, but to obtain strong brand resources support and get a competitive discount. "Only products will cooperate with more than 6,000 brands, of which the exclusive cooperation has been increased to 800."

For the originator of the flash-purchase model will, never lack of imitators, from the early gathering network, charm benefits, to later days of the cat, where guests, when the entry into the Bureau, only products will experience the challenges of each faction.

But the only product will still be the only product will be, the way higher stock market for the only product will be optimistic, and only the product will itself is also constantly exerting force.

From Hao hold 50 million yuan and music in the "I Am a Singer" in the second quarter of the title reached a cooperation agreement, faint revealed that only the goods will be the focus of the market this year.

And then to buy music bee nets, expand their internal strength, only products will continue to attack.

At the same time, however, it is worth noting that, last year, some brand makers said only products will prohibit suppliers in other sites to sell, including the number 1th shop Special Sales column, when the tail of goods, where the special sales, gather still net, walk Xiu NET, day product net, Silver Thai limited time snapped up, but did not limit the day cat channel.

Perhaps only the product will now have no other than the cat's opponents as opponents, for the only thing will be, only the real cat is a formidable opponent.

And this is where the opportunity is, when the only thing will aim at the cat, when it can seize the opportunity to achieve the established goals, guoqing need to give the answer.

But to be sure, it is merely imitation, when there is no possibility beyond the mere will. When what is needed is innovation in this mode.