5 Classic cases: teach you how to use the "long tail" to solve the electricity business inventory

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

The local Internet market appears a lot of "go to inventory" thought that is to seize the industry long tail into the market sensitive enterprises, the key to the Internet world profit is not the head of superiority, but the length of the tail. Book dealers, the only product will, balance treasure and the network of homemade drama, are long tail model of the typical.

The development of the Internet so far, "long Tail theory" has been repeatedly verified, hanging dance that this theory is the most internet thinking characteristics, in the industry can find that the value of the tail is often the Internet world profit.

"Long Tail theory", in short, that is to abandon the popular focus after the larger capacity of the market, change "chicken" for the treasure. The internet does not advocate the scarce value of the head resources, weakening the time and space, if the traditional enterprise is to channel for the king, the construction level, insurmountable words, then the Internet enterprise is to flow for the king, leveled grade, Yimapingchuan. Therefore, the key to the Internet world profit is not the superiority of the head, but the length of the tail. In the hanging dance, the length of the tail depends on two aspects, namely the size of the industry market capacity and the strength of the public's personalized demand.

Below, the hanging dance will elaborate some uses "go to Stock" the thought (namely grasps the industry long tail to cut into the market) the nimble enterprise and the pattern, does a review and the analysis:

Amazon/Dangdang: The length of the book's Tail

The increasing size of the book publishing market is needless to say, and the significance of reading for the growth of people is instilled in the young. In the premise of popularization of education, people of different social strata have their own readable books and books of interest, therefore, in the case of sufficient resources of books, the individuality of reading is the distinctive characteristic of people in choosing books. The internet to break the geographical limitations, do not need to consider the huge restrictions on the sale of bookshelf display space, completely changed the way books sold, can fully meet the needs of individual reading, but also increase the overall total reading, that is, the length of the book tail growth is obvious. Therefore, whether it is the Amazon or domestic Dangdang, the initial use of books long tail of the enormous value to build their own electric business kingdom.

In the thousands of books on Amazon's online bookstore, a handful of bestsellers account for half of total sales, while the vast majority of the books, though small in number, can add up to the other half of the total sales. A former Amazon employee brilliantly outlines the "long tail" nature of the company: the books we sell that we sold in the past were much more than the ones we sold that used to sell. Long tail phenomenon or long tail effect, warning us "28 law" in the internet world luster fade.

The same long tail also shaped dangdang. This tail is not only valuable for books, but also brings the value linkage of other merchandise sales. According to the view of a certain electric business industry observer, "East elder brother interprets electric quotient", the library electric business platform can absorb the high quality on-line customer. Book users are usually high value users, and when more than 50% of online market share means that half the users who buy books on the line are not around Dangdang. This large proportion of users of the use of stickiness when the other department stores in the layout of the retail and a lot easier.

Outbound Tour End single platform: travel tail length

Exclude the end of the trap factor, the tourism tail is a team immediately, but suddenly a few people because things can not go with the regiment, in order not to affect the group period and temporarily at a low price to attract tourists emergency sucks. If the position is not yet full, the merchant will make a substantial price reduction according to the last remaining time to attract consumers to buy quickly.

With the introduction of the new tourism law, travel agencies that used to make money by compulsory shopping and unauthorized increases in their own projects have increased the prices of tourism products, so the backlog of goods has become a problem that many travel agencies need to solve. At the same time, along with the continuous appreciation of the renminbi, outbound travel cost-performance highlights. April 25, 2013, China Tourism Research Institute published in Beijing, "China's outbound Tourism Development Annual Report 2013," shows that the demographic dividend and policy dividend to promote the continued expansion of outbound tourism, China has become the world's largest outbound tourism consumer countries. The latest official figures also show that the Chinese Spring Festival gold Zhou People outbound travel will be high, for the first time over the provincial tour. At the same time, 2014 will be OTA mobile end of the market blowout year, but also for the concept of last minute added a good wood. Just as a OTA giant recently promoted the latter part of the advertisement word "say Go", while traveling along the planning of the way of travel will become increasingly popular.

Therefore, the length of the outbound tail is worth looking forward to, according to the measurement of the market capacity size and the individual demand strength of the two main factors that determine the length of the tail before the suspension dance. One side is the backlog of tourist goods, one side is the continuous outbreak of Chinese outbound travel sentiment, "said to go on" behind the emergence of business opportunities. So we saw "come to the meeting", "Love to Travel" "tomorrow to Travel" "Mai Road" and other outbound tour inventory selling platform crazy. In the "Tourism end of the single" Platform, users will be far below the market level of prices to order, travel agencies can quickly digest the remaining inventory, from the entire line of products can also achieve maximum benefits.

Only product: Fashion retail tail length

The traditional fashion retail industry because of the long-standing information asymmetry, resulting in a huge premium space for goods, but also pushed up the consumer cost of consumption, but also formed a large backlog of products over the season, this is the traditional fashion retail industry is facing a stubborn disease. Only goods will be a company specializing in a large discount brand-name products of the enterprise, its implementation of the Flash purchase model is not complex, the core is to help the brand to deal with the end of the season, while the internet on the use of the special sale of the way to stimulate and mobilize the impulse of consumers consumption.

Because the franchise discount products, only goods will once be criticized by the industry to clean up the inventory of sewers, but in fact, fashion retail inventory value is huge. Positioning in the fashion industry has two major characteristics can not be ignored, one is the personalized product is particularly strong, one is particularly strong timeliness of products, the use of fashion measurement of goods, on the one hand, leading to outdated products are easy to be "eliminated" doom, on the other hand, the choice of personalized fashion to outdated products may also become salted fish, in the quality of excellent conditions, Civilian consumers will still have a huge personalized demand for fashion retail discounts.

Only products will be located in the brand special selling, in addition to filling the personalized demand for the consumer to provide a focus on the market for discounted goods, but also for many fashion brands to provide a decent deal with inventory platform, so as to ensure the supply of sufficient supply, really is the fashion of the two major characteristics of the use of subtlety. 2012, China's clothing brand inventory crisis surfaced, brand suppliers and the only product will be mutually beneficial and win more close relationship. And more importantly, fashion retail inventory problem is a normal problem, a brand from the design, procurement, production, circulation time is very long, generally need 12-18 months, the cycle is so long, so inventory will always exist, which means that processing fashion retail tail is a huge market. It can be said that only the goods will choose the "fashion brand special selling" This piece of blue sea is its key to the success of the start. Founded in 2008, the only product will be set up more than 5 years to achieve the explosion of growth, from the listing of the break is now known as "The King of the stock", only the goods will be said to be one of China's most incredible power.

Balance Treasure: The length of the financial tail

The balance treasure was recently advertised in the television media as a monetary fund used by 50 million of people. And only in the horse of the Spring Festival in half a month, the number of users has increased over tens of millions. As of February 6, 2014, the balance Bao released the data is 61 million, such as the rapid growth rate, it is really sad about how long the tail of financial management. At the beginning of January 2014, Tianhong fund released the balance treasure users of the various interesting characteristics of data, as at the end of 2013, the balance treasure scale of 185.3 billion yuan, a total of 43.03 million users, the average age of users only 28 years old, per capita holding amount of 4307 yuan.

Since June 13, 2013 on the line, the balance treasure is known as "cock silk wealth Management artifact", not only the banking industry produced a shock, but also let the Internet finance, especially the Monetary Fund (for short) for more and more people familiar with and enthusiastic. These enviable achievements have benefited from Ali know that the long tail of money is the civilian cock silk purse. At the end of December 2013, the central bank data statistics resident individual savings deposit total 45 trillion yuan. More than 16 trillion yuan for demand deposits, in the interest rate liberalization before the completion of the Internet financial finance long tail will have a huge space to play. At this time who early training cock silk internet banking habits, who will seize this long tail has a great advantage. And for Taobao side of the operation of the familiar, so that Ali itself has a very good civilian base, it can be said that it is the civilian money bag initially rich Ali, for how to absorb the money of cock silk bag Ali has a very rich combat experience. On the other hand, with the increasing per capita disposable income and the traditional investment channels in the long-standing discrimination between the people of the conflict between the irreconcilable contradictions, but also make the Ali's cock Silk financial strategy once launched on the right place and, in turn, causing its explosive growth.

At the same time, the balance treasure is bound to cause great controversy in the industry, there are people in the industry began to question its liquidity management, hanging dance here do not want to evaluate these comments on the wrong or biased or not, but perhaps we should change an angle to think about the historical significance of the balance treasure. In the hanging dance, the balance treasure to open the wisdom of the function of its financial function. Balance treasure from a wealth of financial tools to pick the most easily known and accepted by the cock of the less risky money fund to open the Internet finance screen, to let more people know the investment function and value of cash in hand, and to learn and practice the reasonable way of family asset allocation, this educational significance is the key of more and more lasting value of the financial long tail. The so-called "teach people to fish than to teach people to fishing", may be the balance of treasure itself has many shortcomings and huge development bottlenecks, but even if the financial tools to withdraw from the stage, it for cock silk Financial awareness of the awakening, to really promote the long tail of financial management is more and more deep digging value.

Online homemade Drama: keyword tail length

Some time ago read a "video streaming media Netflix's 70,000 of various film and television style" articles, including two sections of the suspension dance was particularly impressive, take off and share with the Sirs:

Netflix has categorized the film and television dramas into 76897 micro-styles. What is a micro-style? As the name suggests, that is, to distinguish subtle styles. It must be mentioned that a pure definition of micro-style words, the total amount of more than 76897, but many styles have not filled in the film and television dramas, perhaps because there is no such film and television dramas, perhaps Netflix has not collected such a film and television drama. ”

"When Netflix makes such a detailed classification of massive films, labels and archives the various elements involved in each film in such detail, it becomes much easier for Netflix to figure out what kind of film and television play the user likes." Netflix may even be more aware of why users like a movie than their users. ”

That's why we saw Netflix, who started out as a DVD rental business, after transforming into video streaming, and by its own precise grasp of the micro-style, made a successful work like "the Card House" to challenge the traditional film and television drama production giants.

In the hanging dance, the micro-style attributes are long tail keywords. Compared with the keyword, long tail keyword single search volume is very small, and the search import flow is not stable. But as the longer the more accurate search keywords, the probability of conversion to the site product customers is much higher than the site target keyword. For large and medium-sized industry websites, long tail keyword flow sum can not be ignored.

"Long Tail keyword" is based on the site to have coverage of the industry involved in the size of the content, not enough of the size of the content of the search engine indexed, it can not form a long tail of the mechanism, it is difficult to obtain sustainable from the search engine, the size of the long tail flow.

It's like hanging out at the beginning of the discussion, the length of the tail depends first on the size of the industry's market capacity. 2013 as a domestic network of homemade drama force fierce year, but still in the extensive stage of development, video giants should gradually discard the previous due to the domestic large-scale video site burning copyright is too high to return to the second to make a control of the cost of the mentality, but really recognized through the scale of content production and fine differentiation, Personalized Long Tail keyword mining, accurate import of high flow users of great value, like Netflix created the "card House" miracle. Of course, maybe "card House" is just a case, but the only thing that remains unchanged is the value of the long tail of the keyword, who really understands its play, who is likely to be the next winner ....