The dilemma of solving vertical electric quotient in deep digging industrial chain

CEO of Wine and Beauty network

In the march, it is spring is infinitely good. But for the vertical electric business, it seems too early to talk about spring: The main slow-fashion vertical electric dealer was sold to Van Gogh, even though it was a relatively good http://www.aliyun.com/zixun/aggregation/7746.html "> Electrical commodity licensing, such as the well-known essential oil brand, Liv is also exposed to the Beijing-east platform, such as delay in the account period.

In my opinion, the confusion of the vertical electric dealers is not surprising. For the electric business, in order to survive and development, there are only two ways to go: horizontal expansion of product lines, vertical deep digging industry chain.

And with Jingdong Mall, Suning easy to buy, Tencent Electric business, shop 1th, such as the horizontal expansion of the platform, vertical electric quotient of the horizontal expansion of the space has been basically blocked dead. Vertical electric business to survive, can only take the road of vertical digging industry chain, in the service and product relatively personalized, to provide jingdong such a large place can not provide professional, personalized products and services, improve the platform to enter the threshold of electrical business, enhance competitiveness, reduce the possibility of substitution. A lot of vertical electric business encounter predicament, the root reason lies in its industry area depth is not enough, cannot construct the industrial chain superiority, establishes the competition barrier.

With the experience of the United States Network of wine, the depth of the industry has great potential to dig. Because no matter is the vertical electric trader or the platform electricity merchant, all cannot cover the user all the purchase path completely, especially the offline channel. Online channels to break the offline system time and space constraints, the realization of the user at any time, anywhere to buy, but its most fatal weakness is not to do the field, hands-on experience, the goods are suitable for their own judgments mainly from the description of the product itself and other users of the evaluation, and to be able to do hands-on experience is precisely the bottom line channel system's biggest advantage.

If the vertical electric operators can combine line under the line, in the maintenance of online goods, prices and promotions on the basis of synchronization, To maximize the user experience through online two channels: Online system (including the official website and the store in the major electric platform) can become a vertical electrical goods brand breakthrough space and time limit of 24 hours of the store; the various channel systems under the line can become the experience place and local storage center of users in our region. Brand promotion will continue to support the line at the same time. In this way, vertical electric operators through the line under the effective synergy, mutual support, optimize the user experience, to achieve "1+1>2."

From this, to O2O way for users in their familiar lines under the line to purchase the path to provide a unified standardized professional services, realize the price, the user experience online under the effective collaboration, to ensure the integrity and consistency of the user's shopping experience, but also become the wine of the United States such a vertical electric goods brand relative to flat Taiwanese companies the greatest value.

Luide, wine, the United States Network CEO, has been a network of excellence cto,1999 years involved in E-commerce, one of the earliest E-commerce practitioners, for the vertical electric business has a unique view.

(These views do not represent the opinion of this newspaper)