A year-round strategy it can be said not to open, let the merchant spellbound

"Editor's note" 2014-Year-old cat more like the logo in the "Black Cat", "ghost" to make the business a little unpredictable. A full year strategy will it can be said not open, so that businesses "spellbound", can also be "unpredictable", yesterday said to do scale, tomorrow began playing "tune". What is the tone of the cat? In the days of the cat to survive, the business should grasp what tricks, follow the rules? What will the cat look like after this year?

Please listen to a senior trader to judge the purpose of the clothing category:

Status 1: Only in front of the undead

Key words--core data down, shrinking, closing tide

Industry (search + deal) index flat or down, conversion rate of decline, customer unit price down, single goods sold average decline, per capita turnover drop, shop users viscosity drop, PPC drop, close tide, Dead shop tide (shop, no operation or less operation), add the number of shops down ...

No Amoy brand or traditional brand successfully killed into the battle, into the top business echelon, and to achieve a separate accounting profit. Only the original seating change or gradual death, only in front of the undead.

The main reason is the platform support, the flow resources tilt, or by the merger scale effect, expand the performance amount. But the risk is skewed toward a balance between capital adequacy, management risk, performance expectations and performance fulfillment.

Status 2: Platform flow control hand is chopped

Key words--flow cost to the top, traffic fragmentation, quality reduction, platform business consciousness differentiation

Through-Train advertising click cost unilateral rise end, drill show by standardized material pull high click Cost, "Amoy" and "one Amoy" identity switch, hard to disappear.

2013 "Double 11" "Double 12" venue most of the business collapse, the flow of debris to meet the display of a diversified platform needs, but reduce the overall quality of traffic, the loss of the platform to control the power of the hand. Repeatedly, the arrival of the era of where not to hit. It is hard to get enough margin support for the strategy.

Platform and business bedfellows era, but the merchant trapped beast, Dou can not fight, the platform want to do mobile, want to do O2O, but with the business of a little bit of oil and water can not touch, boiled frog, not play worry, play with annoyance.

Status 3: Over-reliance on new users

Key words-----------------die, new stop, new

Taobao "near-death", Alibaba's consumer-to-consumer business has lost all reasonable existence of sustainable development basis, will be micro-letter, micro shop, Beautiful said, Mushroom Street and so on take over.

The cat is repeating the old ways of Taobao, is about to stop. There is no Taobao blossom as buyers and sellers online shopping habits and operating behavior of the training base, traditional or non-traditional goods in the same field competition, consumers use the purchase behavior to guide a product differentiation innovation path. There is no Taobao as a pyramid base covering all the age of the Internet, purchasing power, new exotic innovative soil. The homogeneity of the products on the platform is constantly improving, the low cost of new products does not exist, and the iterative speed is decreasing. 2014 station outside the clothing through train single product advertising a few new trends, new product is not a common phenomenon, the loss of customers in the mass of goods on the platform of shopping desire and repurchase desire.

The cat only relies on the platform to add customers, rather than through the high-end Taobao-trained customers to the effective iterative process of the cat, the future appearance of the cat with Taobao the same "dirty" inevitable.

Nine ways of Living

In the current market, there are only the following types of players that can survive and continue to exist:

1, the Fund is not in the meaning of a temporary profit and loss can continue to add funds (taking into account the comprehensive cost of capital, life cycle of three years, three years can not establish a core competitiveness will die, tyrants play);

2, the platform is the focus of support (not more than 20, Amoy brand or traditional clothing brand dumping inventory, life cycle of more than three years without dying), focusing on the scale crisis tipping point;

3, a large number of traditional brands to sell inventory does not care about gross margin, net profit, electric business is not independent accounting, net loss of independent accounting, or by the conversion of low cost inventory, platform fertilizer a heap;

4, the overall business integrated margin 60%, or clothing pricing ratio of more than 3 times times (similar to Zhuoya this traditional brand, even if selling inventory, still can sell more than 5 times times the price, by the brand under the influence of high price, less discount, product innovation, and the business itself is profitable, this is the healthiest. But brand influence like purse, can extract but not overdraft, balance is the problem. Keep in mind that online retailing is the "sharp weapon" that is constantly pulling down the expectations of the audience;

5, the source of its own flow (non-platform traffic sources, its own forum community, its own customer stickiness, not long, but can live);

6, not marketing ads rely on, can fully enjoy and enlarge the platform of natural search advantages (not long, but can live);

7, workshop (10 people efficient operation, 10 people are not counted) operating, strictly controlling costs, adhere to the strategy of blasting, give up the whole shop operation, do not seek bigger, simple and rough. Funds can guarantee a sales season failure, still can be added to the next sales season, once two sales season failure, sudden death;

8, small category of small category, high threshold low competition;

9, visual play to the extreme (flower 苼 Remember, but also more and more Nangwou).

Industry data worthy of scrutiny:

1, Alibaba 2013 annual total revenue of 7.952 billion U.S. dollars, about 49.391 billion yuan, the annual turnover of 1.1 trillion. The top of the year, the largest advertising investment, public pay ads accounted for 10%-15%, or decentralized multi-channel advertising, not only on the platform; The sum of the net profit of all businesses is how many, the conscientious may calculate, more can see oneself is not past, present and future fertilizer one?

2, the average buyer in the days of the cat Taobao shopping a single advertisement consumption, and shopping generated by the merchant sales net profit between the numerical comparison, who is big who small?

3, some famous Amoy brand distribution stores, franchises, whether the new open or early open shop, the DSR score in the original poor evaluation records, the instant more than 10 shops on the 800,000-1.2 million buyers focus on store data. Platform has completely no bottom line, feed flow to the mouth, cattle not cattle? Rules？ The rules are set by others!

4, all the multi-channel operation of the businessmen know that, taking into account the overall operation of the non-Ali platform and the package of postal policy, the same commodity even on the platform on the same price, in the non-day cat Taobao platform to buy, most of the year's price is lower than the Ali department, the activity price is audited for the Biari department at least 1 yuan, But still unable to shake the edge of the current leader;

"Conclusion" line under the law and the essence of the No different, pyramid top is the platform or channel cutting meat also to serve the good group (not to mention not to cut meat, but also have money to collect and others platform); Do electricity business, no way to become a pyramid top platform comfortable to serve the group is death, early death and the difference of late death!

Cat in the flow of the peak decline, the economic downturn today, to the revision, highlighting the importance of the line under the brand, would rather take the flow to feed low, poor effect of the high price of traditional well-known brands, and ignore the stock seller's dead and alive. Not people do not understand, but now eat a loss, that is, in exchange for the stock of the death throes, pay more advertising fees; At the same time, fraud, coax once Fu, now has been shrinking offline business education, the completion of brainwashing, passive decision-making brand business into the bureau. This is a naked change of the pace of fertilizer, the future of Fu will become a new type of fertilizer, a steady stream of nourishing platform, as long as the buyer for the day cat Taobao still need, but also rely on.

Are the fertilizers clear? Or become the first echelon, the definition of live 3 years, or become the second echelon, the definition of live 1 years, the third Echelon, cherish life, away from the platform.