Vertical electric quotient Not dead, "survivors" share their own way of survival

This year, about the "vertical electric business has died," the saying goes on, vertical electric dealer's Day is not easy, not closed or operating difficulties. In a short time ago, a forum on vertical electricity dealers hosted by the network, some of the "survivors" of the vertical electric business share their own way of survival-to achieve the ultimate vertical, and in many ways to fine, vertical electric business still has the prospect of development.

Subdivision requirements are key

"Vertical electric dealers are independent stations, the first thing to do is to give up the scale." "This remark by the founder of the Wang Yong Diamond co-founder has resonated with a number of vertical electric merchants," he said. Wang Yong that do not want to do vertical electric business in the industry's extreme, to do a narrow area, to do the ultimate can be. He felt that for the vertical electric business, to do the scale is to "find death." "The big platform pursues is the scale, the vertical electricity merchant pursues is subdivides the demand." Unfortunately, the breakdown of demand is something that domestic business is not very good at. Zhiquan, chief executive of the Great Park Network, told the International business News correspondent. Big Park is an independent design, production of home products, the website, they "even a cloth to their own custom textile", Zhiquan that customization is the vertical to do deep foundation. "According to the latest data, the Chinese market is less than 5% customization, while in the European and American markets is more than 30%, the market space is very large." "he said.

Customization is actually targeted at specific groups of people to the specific needs of marketing, for this, Hunan TV background of the electric goods brand happy to buy the chief executive Peng Yang deeply agree: "Vertical electric business is not to do a certain category of vertical, but to do a certain group of vertical." ”

"When we started discussing business models with investors, I was told I had to do it vertically," Peng Yang said. We thought, ' vertical ' means vertical on the category? We have the media background, can call up a part of the crowd, this crowd has common needs, this is what we need to ' vertical '. ”

Zhu Qigong, vice president of e-commerce network Marketing Enterprise, said that the standard of doing vertical web sites is actually to see that it can not affect the real buying people.

Fine operation is essential

Vertical electric business is not not done well, Jiuxian net and only goods will be in recent years the emergence of the "Dark Horse."

As companies grow well, Jiuxian chief executive Shang is clearly more optimistic about the future of the vertical electric business: "The vertical Chamber of Commerce has become the first in every industry." It is expected that by 2015, the vertical Chamber of commerce in each industry to form tens of billions of yuan above the scale, thereby becoming the industry's most influential companies, the integration of industry chain companies. By then, China's largest cosmetics retail company may be the Le Bee, the wine industry's largest retail companies will be Jiuxian network. ”

Shang The reason for this is based on a radical change in the retail industry, and the power companies want to truly become a retail sector leader, it needs to be in the refinement of the operation of greater effort.

In this regard, only the senior vice President Tang Tanji shared their experience in the management of fine refinement: "Only the product will be successful, is to each link is refined." Must be commodity operations, flow import, differentiated competition, order management, information systems, logic flow and so on are designed to minimize the movement, consistent, simple thinking, loop clear. ”

Intensive farming-a consistent answer to the "survivors" of the vertical electric quotient.

On the fine operation, there is a Japanese fashion shopping website Zozotown example: In the field of clothing, European size and Japanese size difference is very large, if the two mix, will bring a lot of trouble to customers. Zozotown take the measure is to each color each size each weight again, all adopt zozotown own size standard, thus greatly reduces the return rate. This seemingly subtle size problem is the key to fine operation.