A few years in Spain is playing, because old Xing gives the propositional composition

I have played in Spain for a few years, because old Xing's proposition composition, now we vertical electric business, especially the vertical is very bitter. The reason why we live badly is that we have not yet found our position, or like today the first speaker of the general said, in fact, especially in vertical business, really make their own characteristics of the company is actually not much, so around this topic, my answer is the wrong layer of competition, How to compete with the integrated platform, the best way is the wrong layer.

The first part is the stratification, the second part is the pattern competition and coexistence, the third part is the media layer focal point, the forth part is the mobile electricity merchant's new opportunity.

The first step is to divide the current electric quotient into three levels, namely media layer, retail layer and service support. Retail layer is the narrow retail layer, media layer right hand, look at user's behavior and demand, media layer is a combination to solve how to attract users ' attention, and convert to consumption intention. The narrow retail layer is to convert the intention of consumption into consumption decision, this is to form an order. The delivery and closure of the transaction after the order is formed is the last level of work to be done. What is the focus of each of these three levels? How the media layer attracts the attention of the user, we'll talk about a word (English), a lot of energy in the past is put on T. How do we interpret demand at the media level? The main point is three, what is the demand? Where does the demand come from? And how will demand be met? What needs to be, we can do shallow reading, Yintai network has a considerable order is the famous and luxury products to complete, users to buy a package, demand is a shallow demand, we need to have a deep understanding of this demand, for example, he may be due to the demand for gifts, so to buy a famous bag, Deep interpretation We think is an upward interpretation, in order to meet the needs of users, will be a gift channel in the near future, because we found that when the user gifts, the first can not accept this ordinary express packaging, tattered packaging. The second need to have personalized greeting card service, third, the need to receive the invoice not to write the price of goods, if it is in accordance with the idea of the upward interpretation of user needs, users do shallow purchase behavior, hidden some deep demand, we meet this part of the deep demand can seize the user's appeal.

There are other methods, such as multidimensional methods, such as the dimension of time to join in, our cosmetics do a better job, there are a lot of loyal users have a fixed consumption cycle to buy his cosmetics, the time dimension to join the demand, you can launch the year long purchase plan. Because multidimensional interpretation will also involve the interpretation of other dimensions, when the user's needs are clear, there may be a herd effect, such as comments, we need to understand where these needs come from, how we get the user's needs. How we understand the needs of our users. The match creates an order, joins the cart, and ends with our infrastructure to complete the closed-loop delivery.

I explained the main concept of the three layer, three levels have their own core competitiveness, I start from the bottom of the bottom of the core competitiveness of no less than four aspects: people, logistics, trickles and data flow. The flow of Taobao has won the core competitiveness, the future challenges it may be based on strong relationship and O2O micro-letter, or Baidu map lbs Baidu. The core competitiveness of logistics in the dimension of the capital is Jingdong, over the past few years, jingdong through a variety of price wars or is to attract the eye of the war of words, through the retail layer of rapid accumulation of orders, completed the Service support layer logistics of large-scale construction needs, so there is precipitation, participation in the price war in other enterprises, It is likely that some companies have fireworks to celebrate the victory of others.

The logistics layer is likely to be the next opportunity for the company will be rookie or Su Ning or Shun Fung, but are not clear. The only money at the moment is Alipay. Data flow from the volume of monomer data is the largest only in the Ali system, because all of you are the operators of the electrical business, from the perspective of the healthy development of the industry, in fact, it is very necessary in the data stream a third party of the Pure Company, the basic construction layer, service support layer has its characteristics, must be large capital operation, It could be 1 billion dollars, and it's a social open source, because it's going to be open to meet the principles of sharing, the basic principles of the Internet, and enough third-party orders to complete the infrastructure of the service support layer. These four elements will appear tens of billions of dollars of enterprises. Last night Qihoo 360 prices to 8.1 billion U.S. dollars, into the tens of billions of clubs.

The healthy development of the industry, we would like to see people, things, money, data four dimensions of at least two to three competing companies, such a situation is the whole industry to live the well-being of all enterprises. Now the current situation, the pattern of service support layer is more clear, the pattern is the most unclear is the retail layer, it is biased towards system-driven, this system may refer to IT systems, IT systems are the necessary conditions for success and not the necessary conditions for success. Is there any chance of a platform-level enterprise at this level? At present, there is a possibility that Amazon China will be fragmented, using its system to support a large number of media layers of the platform, it is possible that the narrow retail layer to obtain his platform strategy. Other Chinese companies, like Shangtai or the grid, want to make a platform at this level, but it's not obvious at the moment.

Most of our platforms are supposed to serve the platform at the media level, but now the status quo is relatively poor, below and no ability, the media layer core competitiveness is pure media attributes, when we have a fashion in the sofa and Ruili magazine, they posted the goods are not theirs, But they made two magazines, and they were very bright, their fans want to get the recommended, this is the media is very important attributes, the media must be specific user needs, I am very clear to what kind of users, what the user needs, how to meet it, this is a very important media attributes. The emphasis is on the viscosity of the user. This level of market capacity will be very large, but also negative ecological, is able to accommodate a lot of enterprises, as long as there is a distinct feature, we do not need to do tens of billions of dollars of enterprises, can vote in the tens of billions of dollars in the enterprise is not the ability of the problem, this with the

Our main play in the media layer is how to glue the user, narrow retail layer is unobstructed and accurate, in the service is huge. Let's take a look at today's large, giant companies that simplify the process. Only when we go up, when the Giants have sunk, we coexist in the space will come out, the most miserable is in the middle, do not have their own characteristics, these companies will continue to the sad destroy! What our media layer should do after our retail media is about how to attract the attention of demand and turn his attention into orders.

I summed up the five parts, the first part of the first word is "stroll". We have a one-stop shopping demand for one-stop shopping for our play is the combination and collocation and the generation of demand interpretation. We do not allow users to go straight in the media layer, or to see the layout of Ikea is the same reason.

The second word "Rob". I will tell you the only example. Many companies want to make selling points attractive to the user's vision defined in the cheap, cheap and rob are completely different concepts. Because there is no cheapest only cheaper, rob in fact to create a scarcity of users, he wants to control a good in the first 30 minutes of the sold out rate and the balance between the user's turnover. In the only product will be more than 60% sales are completed in the first 30 minutes (laughter). With this mechanism the user's heart is left the impression of scarcity, there will be the impetus to rob, this mechanism needs to balance the mechanism of good turnover rate. To the supplier to do a virtuous cycle, low supply prices with the supplier to our expectations, our hope is to refer to high turnover, only goods will be relatively successful combination.

The third word is "from." Consumer decision-making time is very difficult, this is the information asymmetry when the difficulty, or purely because of their own, especially when women buy clothing service, themselves into the choice of difficulties. We can do a lot of work on how to reduce the difficulty of consumption decision, the play is the talent, community, opinion leader, there will be the effect of herding.

The fourth word is "group". Vertical Category We have costume service, sports and furniture, and so on, but I prefer to define that we are a vertical platform because it is a requirement that is perpendicular to a certain part of the target user. My example is the iron and blood, is a very distinctive business. termin121 Their approach is very different, it is to forget the order, the first floor is London, the second floor is Paris, the third floor is Tokyo, the fourth floor is Istanbul, according to the fashion center style to layout, according to this method to quickly find the specific requirements perpendicular to the target user.

The fifth word is "quasi". Accurate push based on user behavior. is a gimmick similar to pocket shopping is the typical way of data marketing. In our vertical platform media layer of the user's focus should be able to be summed up in these five words, any one company our target volume is to achieve 2 billion yuan I think at these five points as long as to grasp any point to achieve extreme value, this goal is relatively simple.

Mobile power business opportunities, mainly three points, the first in PC is the carrier tactics, mobile electric business is a group of wolf tactics, mobile electric business is based on the user's contact to layout, PC power, demand is caused by social behavior needs, PC power provider when needs to be converted to the PC interface through the portal to choose a platform to complete the transformation , the mobile dealer user any contact point is to take out his mobile terminal, using mobile terminals as a contact with our products to engage, hope to do a rapid transformation, will be wolves tactics, mobile electricity generation of the scene is what, we seize this bottom layer is to give big old to do. The second scenario is that the demand for mobile operators is clear and the approach is simple. For example, the weather of the app push some clothes, in fact, the effect is very poor. Mobile Power Quotient is a combination of scenarios that will generate a lot of new usage patterns and new information.

Thank you! Finally, I would like to thank my friends, because old Xing gave me this task when I think for a long time, I have some of my mentor, you have given me a lot of help.