The law of survival of three bodies

Three-body, electric business marketing war deep Logic: ① The public, the audience and the fine masses in the consumer group to make a very good distinction; ② the sensibility, the rationality and the nature in the consumption psychology to do a very good processing ; ③ the category, supply chain, and traffic in the sales chain for good controls . Not only analogy to "three bodies", the electric business world and Cixin's "dark forest" is very similar, here not only has the grim survival rule, but also has the survival and the growth hope.

The only thing that wins will be the loser

"Double 11" smoke is now slowly fade away. In the coming year, the only goods will and the encounter of the guests in stark contrast. More electric dealers are inspired by the success of the only product, and realize that meticulous operation and the handling of 0 supply relationships are the first way to survive. However, the success of the only product will be the choice of the online brand discount stores of the industry. China's high rent costs can not be offline outlets of the industry, which gives the only product will leave a living space. And the United States excellent products and Lok Bee Network met the enemy under the line, that is, Watson. Watson is a near-perfect business that insists on "doing subtraction" around the needs of female users.

Similarly, every customer is not fully aware of the beginning, Uniqlo, ZARA, HM are their potential opponents. Only goods will meet the challenges in the supply chain is far from the big customers. Van Gogh, like Li Ning, will spend heavily on branding, but ignoring the efficient supply chain is a deadly weapon in the service industry. Once the electric dealer blindly expands the scale, the supply chain short board is fully exposed. In this respect, I have even made a sad point to reflect on "brand-centric doctrine." But there is no brand, the electric business road is good to go?

Millet mobile phone, atypical electric dealer

Millet mobile phone's play is very strong, but and traditional electric dealers rely on retail drive, Millet mobile phone is driven by the brand, and the first implementation is the single product strategy.

Lok Tao Nets do is retail, where customers do is also retail, traditional electric dealers through the view that doing retail more easily formed scale, Silver Thai net COO Lin Chen in a speech once mentioned that the electricity business must choose to do brand or retail, once made a choice can not easily change positioning. And to the surprise of the market is that the retail-driven electric dealers are in trouble, the brand-driven electric trader Millet mobile phone instead of forming a scale. Millet mobile phone Another very different place is, usually the brand for the positioning of the enterprise is the price higher, has a strong pricing ability, and until Millet 3, lei to the millet cell phone pricing is still 1999 Yuan futures. Lei in an interview that the Millet phone is not an apple, but Amazon. This means that the millet mobile phone to change location, from brand-driven to retail-driven. But didn't Lin Chen said it was not easy to change?

They all think they're mobile dealers.

On the PC side, any sensible first-line electric dealers will not think they can exceed Ali, regardless of Ali on the list, the market 1th position in the short term can not be shaken. 35 billion yuan double 11 revenue is shocking. So, now Tencent, Jingdong Mall, No. 1th stores are saying that they are mobile electricity business. The most convincing is Tencent, the blessing of the micro-letter, Tencent can talk about the mobile electric business story.

But no one realizes that the mobile will make the "one-button order" to the extreme. Is the supply chain ready or not? Product innovation capability are you ready? The Big V of the micro-letter are you ready? The mobile end of the application scenario ready? More importantly, micro-credit payment can not replace the function of Alipay. Because Alipay's application scenario is much larger than the micro-credit payment.

Intercourse, Ishin, MO will exist, especially the function of Sina Weibo may get through, to micro-letter an unexpected blow. The market is now underestimating the enormous energy that Ali's shares will explode on Sina Weibo. Sina Weibo will also be listed in the future, Ali is very urgent to be listed, so the two are expected to have deep cooperation. Once the big V of Sina Weibo began to use the contacts, and do not and micro-letter "dealings", there will be a part of users will use both the exchanges and micro-letter. The entertainment and news functions will come from behind, of course, Tencent will make a proper counterattack.

Three-body, the deep logic of electric business marketing war

Three-Body 1: The public, the audience and the fine masses

April 2013, the National Institute of Advertising published the "China's marketing Development Report 2012-2013." The National Advertising Research Institute proposed the enterprise to win the Select, exquisite, elite, shrewd and high value of the consumer groups, from how to focus on consumers, build strong relations, innovative marketing ideas, planning marketing rhythm and win the consumer psychology and action transformation and other aspects of the system can operate marketing tools. Shoming, deputy general manager of the new Generation market monitoring agency, said:

"The proportion of the population in the overall urban population is 11.6%, increasing by 3% to 5% annually." Whenever, as the main body, 82.5% of the fine people have married, more than half of the company management, or even 8% is the company's top, it means that the essence of the market is the most able to dominate the trend and fashion of the crowd, the average monthly income of the family is 29584 yuan, probably more than five times times "The reason to quote these data and views, is to ask a question, the success of Millet mobile phone and focus on marketing has a relationship?" Millet mobile phone to do is the focus of marketing or niche marketing?

My view is that the millet mobile phone and the Phantom of the mobile phone are doing the distribution of marketing to the lower income of young users as the target customers. But surprisingly, some of the refined users are also buying millet mobile phones. They are not bad money, but like millet mobile phone with high price to challenge the feeling of international brands.

Here to say a point of view, now the flow of E-commerce has been the dividend period has passed, but is the line of deep and deep brand online procurement flow more advantages, access to more high-quality flow resources, and the brand has entered into maturity. and Amoy Brands and other online brands are in the brand growth period, but also do not get the flow of resources, nature is gradually marginalized. Millet mobile phone positioning in the young user's approach is very worth Amoy brand reference. Or Amoy brand can choose other niche market as the market, while the brand style to try to out a bit, to attract some high-end users to buy.

I also think that the millet mobile phone pricing strategy is too radical, futures is not a good strategy, because the smartphone 9 months can be replaced, the Charm clan MX3 did. Millet mobile phone pricing so that opponents have no way to go, they also lack of the place to maneuver. Hope that Millet 4 to himself and other companies are more space, while preparing to meet the expected curse. The problem is that long-term research and development inputs and high-quality marketing campaigns will cost, and pricing must be a sustainable act. Positioning between the niche and the niche market is a more prepared position. and popular marketing is not precision marketing, leaving traditional enterprises and traditional distribution channels to do it.

Three body 2: sensibility, rationality and nature

The famous film director Ning ("Crazy stone", etc.) recently put forward a point of view, he said, "[China] market is too naïve, immature market will not produce a variety of things." "This sentence to do in the domestic mass communication and marketing still have a market, the market is far from mature to the user for personalized consumption, for C2B to pay the point." Therefore, it becomes a time-tested formula to make the difference by marketing and get the initial success. The problem is that consumers are also rational, cost-effective to use first-class equipment and large-scale procurement and other means to achieve. Artificially high prices often create a gap in sales.

The natural short board is that because the offline manufacturing industry usually has a huge channel layout, it is impossible to break the price system for the electric business. Therefore, the electric dealer always faces the supply chain short board and the real-time delivery pressure. Not the first time to get the best goods, but also talk about what KPIs? At the same time, due to the export of foreign trade enterprises blocked, they reluctantly began to transform into a domestic market suppliers. They just do not have the baggage of the channel, can and electric business together, with the offline brand enterprises to take a gamble. If you can reach a long-term cooperative relationship, online buyers will gradually realize that the electrical sales of products are really cost-effective products.

However, most of the electricity dealers are not aware of a problem. How to further improve the premium capacity in the case of the increasing operation cost of electric operators. In addition to perceptual competitiveness and rational competitiveness, there is also a competitive power called the nature of competitiveness. You should know who I'm talking about. One is split silk, one is 2013 suddenly popular "exception". A high degree of personalization and excellent design can indeed become the power of the electric Dealer's killer, to meet the needs of the user release nature. To know that Chinese users live too depressed, too wronged. Cause you know.

Three-Body 3: category, supply chain and flow

This part does not want to say more, only point Han. First, FMCG, necessities, consumer durables, gifts and the need for unexpected different marketing methods, different management models. Marketing way to match the category. is the cell phone a quick or a necessity? The answer is a double attribute. Therefore, marketing is not so simple as it seems, but to pay attention to balance.

Second, a recent article must look, that is, "entrepreneurs can not learn HP supply chain management ideas." This article puts forward the supply chain of the direct selling mode, the supply chain of vertical integration, the sales solution and the "supply chain" of the fixed format. Category, scene and supply chain methods need to be combined and changed.

Third, I will flow into the platform-type flow, resource-type flow, social and personalized flow of traffic. Personalized traffic is Lo Zhenyu's "glamour personality", and social traffic is Snapchat representing social "small Universe Center". Personalized traffic and social traffic is light flow, the acquisition cost is relatively low, and platform-type traffic and resource-type flow is often more suitable for tyrants. But the latter has been fully commercialized, with a price for the city. The former needs to be developed and explored.

Three-body, in fact, that every marketing logic may be duplex. may not be as simple as it seems. Play the three-body, you are the electrical quotient aliens.