The vertical electric dealer staged "Doomsday" to save oneself

Editor's note/Recently, the topic of the survival of the vertical electric business has become the focus of hot discussion. This topic is the background of the Taobao Department of the annual turnover of trillions of dollars, Jingdong Mall to obtain a new round of financing. In the foreseeable future, the electric business industry will present the situation of oligopoly competition. "Inch under the tree" became the collective worry of the vertical electric dealers. In such a situation, the strategy of gaining the advantage of scale at a low price is clearly not true. Entrepreneurs, both capital and vertical, have calmed down from the frenzy of scale, starting to think about how to make a profit, how to expand efficiently, and how to create channel brands that affect users and stick to them.

Self-Help article

Path one: Start deep into the supply chain

Due to the size of the reason, the vertical electric power supply chain control is not strong, the advantage is that the category of high concentration can provide good services for the focus category, but if the category expansion is too large, with the same standard service to cover all categories, the user experience will certainly be reduced. Once the market changes, the supply chain reaction speed and durability will be problematic, which in turn will affect the user experience.

"If according to user's consumption level divides the user to 10 levels, in the previous large-scale mentality, everybody wants to do these 10 levels all user's business." In this logic, the choice of electrical business model is to try to line more brands and categories, netting the home of some users, and now our idea is to slowly give up a part of the user. "In the long run, if everything is sold, there will be no differentiation with Taobao, and such a choice will certainly sacrifice service quality and supply chain efficiency," Li Shubin said. Li Shubin said that a good buy the adjustment direction will discard some low-end brand, select some good profit margin products, will spend money on more valuable brands, improve supply chain efficiency, and form their own clear style and tone.

Like Li Shubin, the CEO of Luide also put more energy into the deep supply chain. He told reporters that wine and the United States will not expand other wine market, but will focus on the wine professional field, in the industry to develop in depth. Wine the United States to integrate a number of French origin of the wine supplier resources, and many wineries for in-depth cooperation.

Wine the United States to rationalize the supply chain at the other end of the open shop to do service. According to Luide's plan, in the future, the wine-American online experience shop will be increased from the current 30 to 500. Offline customers and online customers to get through, online under the use of a unified user management system and CRM system, through the service of wine users to provide some extension services. In addition to selling functions, the shop can also serve as a local service provider and distributor and provide value-added services to online users through the organization of some offline wine tasting, and can also drain users to the line. And as the user scale of the accumulated data, but also feedback to upstream suppliers to provide more suitable for Chinese taste of wine.

Reporters in the interview found that many vertical electric dealers in their own supply chain adjustment. Insiders pointed out that for the vertical electric business, all-inclusive must be a dead end, narrow and refined may be the way out.

Path two: actively develop multi-platform marketing

In the interview, the reporter found that the vertical electric dealers actively expand the platform of marketing strategies. In Xu's words, this practice can improve the efficiency of the goods.

Xu pointed out that the network as a shoe-type vertical channel electric dealer, clinging to the main station is not rational. Because the footwear product procurement planning is relatively strong, inventory risk is relatively large. and footwear products price fluctuations are also more obvious, the beginning of the season to the quarter of the price of more than half. All open platforms, and not blindly pursue a certain platform for large sales, only through the platform to make a big sale system, thereby enhancing the turnover efficiency of goods.

Platform for vertical electric operators are more welcome, relative to the traditional brand, vertical electric dealers are familiar with the rules of the electricity business Channel, and after several years of development has been in the service, warehousing, logistics has accumulated a wealth of experience. Once the vertical distributor access platform, will give the platform to import a wide range of vertical brand, SKU and professional goods operation and management.

Belle International set up an excellent purchase of the network at the beginning of its positioning is not only hundred Li's brand vendors, but a channel-type vertical platform of electric operators. Last year, the network began to implement an open strategy, increased non-Belle brand sales accounted for. But Xu pointed out that when the network is in the development period, the flow can not reach the scale effect, the brand is easy to recruit, but to meet the brand demand for sales is the focus of the work. And to help brand developers to expand other electric platform or channel, the brand is more attractive to the business.

The reason is very simple, brand-name business to expand the enthusiasm of the channel is very high, but it is difficult to implement. Internal to set up an electric Corps team, due to internal management and the distribution of benefits, so that the electrical business difficult to advance. Even if the promotion is smooth, all the electric platform to be assigned to have special management, each platform on the scale of different, buckle point is not the same, promotional management is also different, the system's interface is not unified, brand dealers need to butt every system interface, the brand is a big challenge. After discovering this demand, the optimal purchase network began to clearly position itself as a channel power provider. According to Xu's idea, the traditional brand only need to butt a system, you can sell the goods to other platforms through the excellent purchase. In addition to earning the retail price difference in the future, it is possible to earn a service fee.

For the whole network marketing strategy, Xu that not only the pursuit of a certain platform volume sales, the balance of each platform is very important.

The Network marketing strategy is not only to expand their products to each platform, but also in the use of the whole network of marketing opportunities for the brand to provide more value-added space, in order to enhance the efficiency of brand goods at the same time also gain benefits.

Clearly, for the vertical electric business, think of their own positioning, timely adjustment of their role is still the key to survival.