From "Le Cool Day fail China" mapping electric business development Way

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

I've been paying attention to the electric business these days, because the recent days of the electrical business industry is really bad, you can use the "eventful" to describe, first Taobao shop because of the possibility of overdue, will further reduce the profit space, after the glutinous rice group account "stolen door", China's electric business industry in a scolding sound in the faltering, Just today, I suddenly saw a news about the cool days that would close the site in May, and it was a shock, because it seemed to me to show that even with the help of a search engine, the business of an electric dealer's website could not be taken lightly.

June 9, 2010, Baidu and Japan's E-commerce giant Lotte's joint venture announced that the launch of "Le Cool days" as the brand name of the online mall, officially began to attract investment, the online mall will provide "all for quality authentic" merchandise. October 19, 2010, the website officially online.

One is the Japanese electric business giant, one is the absolute hegemony of Chinese search engine, the combination of the two was regarded as the revolution of China's electric business industry at that time. But what about the truth? Since the beginning of the line, the overall performance of the site is not good, successive years of reorganization and adjustment has not given the effect of cool days, the site volume is down to the lowest value in history.

In 2011, China's trading volume amounted to 240.07 billion yuan, an increase of 130.8% per cent. Alibaba's Day Cat Mall to get 40% of the market share, Jingdong Mall also points 14.7%, and cool days accounted for less than 0.1%. From the Alexa website inquiries, le cool days of the recent three months flow ranked nearly million. --From Analysys data

Layman to see Lively, insiders look at the doorway, as a webmaster, should we calmly look at the failure of cool days, and then learn something from it? The answer is yes, although Le cool day seems to distance from our grassroots webmaster is very remote, but from it we will be able to get some of the electric business industry "unspoken rules."

The electric dealer should do as the Romans do and localize

Unlike other industries, the electric business industry has a very strong industry nature, whether it is the choice of products or distribution, even in the choice of payment methods should be considered clearly, because since it is to do the electricity business, we must be ready at any time with the user to deal with the preparation, in fact, more of the electricity business site is to provide a platform for merchants, And the management of these businesses is also important. In my opinion, another important reason for the failure of Le cool Day is not to do localization, because this is the Chinese society, consumers are mostly Chinese, only to seize the Chinese consumer psychology to get the opportunity to develop, but the cool days apparently did not care about this, open its official website, we can feel the UI interface is not in line with Chinese habits, For example, the home page activity attracts less, the picture of the interface with the size of 160 of small pictures and so on, these details are not effective to attract Chinese consumers, the site is not difficult to understand the deserted.

Search engine optimization is not the kingly, diversified marketing is imperative

In my opinion, the failure of cool days, but also from the excessive reliance on Baidu, that there is a stable flow channel can enjoy the ride. In fact, to tell the truth, from Baidu's optimization is unique, Baidu registered users can directly login to cool day platform, and other promotional resources such as bidding rankings, advertising alliances, display ads, Web site navigation, box calculation, Aladdin's show, Baidu to provide help, but le cool days did not make good use of this to diversify marketing , because we all know that marketing is a variety of ways, for example, soft marketing, viral marketing, beauty marketing, Word-of-mouth marketing, and so on, and le cool days can say that one did not do, just rely on Baidu drainage, the opposite view Jingdong, Taobao, Fank show another scene, not only "burn money" to hire big stars to create brand effect, Also in the major forums for a wide range of Word-of-mouth marketing and promotional activities, market influence is increasing.

In fact, China's electric business industry and entertainment Circle, need to hype, not hype, not marketing, who will pay attention to you? SEO to optimize the site or search engine help, at most, when searching for keywords to occupy a point of advantage, but the brand is not the impact of the search engine, the same is to buy mobile phones, People go to Jingdong will not go to cool Lotte, buy women go back to every guest will not go to cool Lotte, buy cosmetics people will go to Taobao, will not go to cool Lotte and so on, even if your search keyword ranking in the first place that how, users of your value assessment will always determine the possibility of trading!

No effective integration of resources, product supply chain is long and miscellaneous

Perhaps no one would have thought that the products of the cool days were mostly imported from Japan, although the relevant operators are aware of the drawbacks of this supply model, the latter also carried out a certain degree of rectification, but the effective integration of resources has not achieved the desired effect, the accession process of local businesses have been very slow, not only that, The complexity of the product supply chain makes the distribution of goods and delivery time under great pressure, which is the most direct impact on the user experience. In addition, the site itself does not do the effective integration of resources, because the opening of the website page, give people the first impression is deserted, not angry, this is mainly the individual merchants did not integrate their own merchandise sales, for some stagnant goods no discount sales, but die, to this vicious circle, bad products no one bought, Good products and no one to buy, the site market share of natural decline. In fact, for such a situation to take certain measures can be resolved, as a business can put their own products through the relevant principles of packaging, discount sales, in combination with the form of attracting users eyeball, can definitely win applause on sale, but the cool day is always on the east, as for the reason, we can not know.

Market competition evaluation is not allowed, there is no effective and feasible contingency strategy

Another official reason for the failure of the Lego Day is that the Chinese market is too competitive, and for this reason I just want to say nonsense! In my opinion, this is the word of the cool days, or the disguise of hypocrisy. It is not so fierce competition in the Chinese market, rather than the high level of cool to the Chinese market without a clear positioning, the line before the embarrassing failure of the situation, thought that by Baidu this tree, what things are ripe. In fact, this is all wrong, like relying on everyone's glutinous rice Regiment, although there is a strong backstage support, they do not do effective market planning and contingency strategy, the end of the beatings is their own. The best thing to do at this point is Taobao, no matter how volatile China's electric business industry, Taobao can always turn the crisis into business opportunities, its own cost-effective more than three-fifths of the domestic business volume, so this gives us a spar, the site operators must be open-minded to the problem, for the possible challenges are taken into account, and the implementation of effective surplus fund strategy, by virtue of a fluke can only let oneself lose more miserable, because the opportunity is always reserved for people who are prepared.

Another site was a good one to collapse, we see "jokes", do not forget to think of the calm, no rules, no Fangyuan, the Internet is not the joke of you and me, the electric business is not who can do it, there is no careful planning and pragmatic methods of operation, the electrical business is ultimately the webmaster are unreachable industry. Above is my website Chinese source net http://www.v161.com feeds, A5 starts. Reprint please retain the above information, thank you.