When the discussion about the death of the vertical electric dealer has not been settled.

As the discussion of the "vertical electric quotient is dead" has not yet settled, some new vertical electric companies have announced high levels of financing. In this seemingly confrontational behind, in fact, the hidden is this "vertical electric dealer" is already not a "vertical electric dealer." In addition to being collectively referred to as the same name, the site positioning, operating mode is entirely different, but it is precisely these new vertical electric companies, to "Ali vs Jing-dong" Two strong hegemony of the electric business pattern injected new vitality.

The market of the vertical electric dealer just need

The simplest and most effective way to judge an industry's value is to see whether there is market demand and the growth of the business, which is almost universal values for all investors. In this value system, the market just needs to be the first, everyone for a product to create user needs generally will not be particularly cold, unless it is really enough epoch-making products. Market growth is the second, a good operation itself but can see the ceiling of the product, we generally do not give a very high recognition, after all, the demand for investors is the return of high growth, rather than the small rich is Ann or the kind of rely on the stock of a steady dividend of the day.

This point of view is specific to the vertical electrical business field, we can see is:

The vertical electric dealer actually is an absolute market just needs, and has the very big development space.

In fact, for the entire electrical business, our usual understanding is that in the commercial core is still the heritage of traditional business, such as the same business classification, the same emphasis on products, the same emphasis on logistics warehousing, the same emphasis on turnover efficiency, the change is mainly in marketing channels and services, So we analyze the vertical electricity market just need to be able to the traditional business classification as a reference.

In the traditional business system, we can find that the whole business system is a very complicated situation, there are similar to June-Tai department stores, Hualian, such a comprehensive category of shopping malls, there is similar to the Starlight world such as luxury monopoly, there are outlets, top grade discounts such as discount stores, a variety of commercial street scattered small sellers, There are special shoe city, clothing and so on. In all of these business forms, we will find that almost all you know the business model can find the corresponding alignment, especially in the subdivision category, any angle can be cut, category, price, brand, scale and so on, and although they have good or bad development, but are still in constant innovation.

What we need to think about is that the traditional business model has been developing for thousands of years, and it has finally formed such a rich situation. And the electric business, plus, it's only been 20 years or so, and in this case, some of the potential situations that we're faced with are: or in many new business areas that have not yet been addressed, or in many areas that are involved but have not yet found the way to develop. More or some of the current development of a good model is just not met those bottlenecks ...

So through some of the above analysis, we can basically draw two conclusions, the first one is that, similar to the traditional business subdivision category, the existence and development space of the vertical electric quotient is still huge, but we have not found the suitable development path in the exploration of some modes. The second is that a vertical subdivision may be a great idea, From any angle can be divided, that is, it will not just stay in the past, the footwear vertical, 3C class vertical, book vertical Such a relatively limited classification.

Four changes in new vertical electric dealers

In fact, with the gradual end of the old generation of vertical electricity quotient, in recent years is gradually forming a new vertical electric power quotient, they and the older generation of vertical electricity quotient, in the concept, operation mode, the promotion channel even the development position has gradually made no small progress. The most successful representatives are undoubtedly the only products and Poly-Mei excellent products, they are brand-specific concept, quickly in the domestic market red, and deep hit the three or four-line cities, and these places are before the vertical electric dealers dream area.

A brief summary of the new generation of vertical electric dealers and the old generation of vertical electric quotient compared to the several changes:

Change one: The expansion of the vertical concept

As mentioned in the previous article, the vertical subdivision is actually a very broad space, rather than rigidly adhere to a category of subdivision. What we can see in the past is: Vertical Amoy-led footwear, Jiuxian Net-led Wine Fast Bag Guide The book class differentiation, fast service, vertical and so on, and now the concept of vertical electrical quotient has been a wide range of promotion, such as the only product will, poly-US-quality vertical segmentation is the brand special selling, Beautiful said, The vertical segmentation of Mushroom Street is women's clothing, we are doing special products.

Once and an investor joked that, before the vertical electric business is more from the physical properties of goods vertical, belong to the material level, and now the vertical electric quotient more from the extension of the property to vertical, belong to the spiritual level. The former is based on the general definition of the surface of the commodity, the latter contains the user's inner potential identification, and this division itself contains the user's value orientation, so the operation will be more suitable for the user's buying habits.

Change two: The shift of the development position

In the development of traditional electric business, PC end has been the core of development, although the concept of "mobile electric quotient" has been said for a long time, but still do not see a traditional electric company can be in the mobile end of a great breakthrough, including in the recent "6.18" in the promotion, to obtain fame and wealth of Taobao and Beijing East, The mobile end turnover is about 25%. But in the new vertical electric quotient, the performance of the mobile end is very astonishing.

There are a number of reasons for this: on the one hand, the new vertical electric operators at the beginning of the development of the mobile Internet, so the initial user expansion, in itself there will be mobile electrical quotient of the gene. Take 800 as an example, 3 years ago almost on our website online at the same time, the mobile client on the synchronous line; On the other hand, the new vertical electric operators because most of the commodity "mental attributes" to subdivide, so there can be a lot of PGC or UGC form of content, This kind of magazine or community nature is very suitable for users to use the time of fragmentation to browse. Folding 800 clients have two browsing peaks, respectively, morning 8:00-9:00 and night 21:00-22:00, we tracked the discovery of the reason is that, "9 9 package Post" recommended dozens of daily things, a lot of users are in the early 8 o'clock in the public transit subway on the flip, Many users are also in the evening before going to bed, which in fact represents a lot of mobile electricity business, that is, the connotation of time fragmentation.

Change three: The transformation of user aggregation mode

Spending money to buy traffic in the past accounted for a large part of the cost of electricity, traffic in the end how expensive, I believe that the people will have knowledge. But in most of today's vertical electric operators, the way to get traffic has gradually begun to change from the previous money-buying flow to the use of social media for Word-of-mouth transmission. If not mistaken, before the only product will be listed, whether it is the keyword ads, portal ads and other places, we rarely see only the goods will be advertising, but surprisingly, only the product will brand penetration is particularly strong, especially in some of the three or four-line cities, many people are only the loyal users of the product. I think the biggest reason is because the only product will be very clear to its own positioning, so that its target users have a high focus, and these users because of their own commonalities, it is easy to trigger the fission-type spread.

In other words, in the past, the vertical electric business according to the breakdown of the category and not to the user, their users are often interspersed, such as buying shoes will also buy books, buy books will buy bags, buy bags will buy clothes ... The user does not produce an absolute subdivision. Now in the vertical electric quotient, the segmentation of the product extension attribute will eventually lead to the segmentation of the user. This is in fact the new vertical electric operators in the development of users can be a wide range of use of Word-of-mouth transmission of the root causes.

And from the point of view of social communication, there may not be so much communication between the people who bought the shoes and the users who bought them. Each other may just say, "Alas, your clothes are very good, what brand, how much money ...", these exchanges are relatively very shallow, and in the new vertical electric quotient of users, mutual communication may be deeper, These deep-seated communication, disguised in the form of word-of-mouth dissemination of content.

Change four: The change of Operation idea

We generally think that the lifeblood of the vertical electric business is warehousing logistics and a large number of SKU, so many vertical electric companies have a lot of money invested in these three areas. Understandably, in the era of electronic commerce has just arisen, in order to allow shoppers to have a better shopping experience, the only thing the electric business site can do is to try to control the power of all aspects of the dealer, strengthen each step of monitoring, in order to ensure that users in the purchase of the minimum number of problems.

But now, there have been some changes in the concept of the new vertical electric operator, from the previous meeting to meet the market just need to rise to meet the user "stroll" mentality, which is like when we are shopping, in many cases, do not know what we want to buy, but encountered a good feeling, it is likely to buy. This in the current warehousing and logistics of the basic service system has a good foundation of the case, the most obvious embodiment is because the user is a "stroll" in the mind, the logistics of the timeliness of not so high demand. So we can see that this wave of new electric companies rarely have their own logistics, but more will experience investment in operations and products, do their best to seize the user "stroll" core needs. The most obvious embodiment is the SKU of these electric dealer website,, these new vertical electric dealer Whole SKU is not very high, poly beautiful product is listed, the SKU is not only in 10,000 or so, and discount 800 is currently in 2000 or so. Boutique SKU to the vertical electric quotient brought about by the promotion is to circumvent the user's choice of phobia, so that users can quickly find what they want. At the same time because the product is relatively better, user evaluation and follow-up to bring the Word-of-mouth communication will be greatly improved.

Mobile electric business, positioning clear, fine paper, word of mouth ... The new generation of vertical electric operators seems to be using these familiar words to decipher the "vertical electric quotient is dead" curse. Suddenly remembered the American female poet Sylvia Plath's word, "the so-called innovation, is in the old thing to transform". Yes, the next generation of vertical electric dealers who have stood on the shoulders of giants, we have reason to believe that its future will go farther and wider.

Wen/xuhuan