An unknown start-up company, doing specialty electrical business

Amoy Net (tuutao.com), an unknown start-up company, to do specialty electric business, built in September 2011, is the Internet recruits, on December 22, 2012, became a martyr.

The reason to focus on this company is to understand a problem: "Good model + Good market + good team + big money = Success"?

I think of the high school algebra, in order to prove a conclusion, racked up a lot of sufficient conditions, each thought very fully, but the sum together but not necessarily come to the correct conclusion.

Look at the four conditions of the earth scouring net:

-Good mode

Tu Tao Network has introduced its own model: using the latest B2B2C mode, now most shopping malls are the first to collect goods from the merchant, this is business-to-business, and then sell products online to consumers, this is the consumer, so from the merchant to the mall to consumers, there are many redundant links, And B2B2C will be business-to-business and the effective combination of business, so that businesses and consumers direct dialogue, save the middle of trouble, we in the commodity inventory, logistics and transportation, after-sales service and so on are more simple and efficient.

From the literal understanding, B2B2C is simply perfect mode, the Earth Amoy net intention is very clear, hope that the integration of specialty sourcing, so that businesses open shop here directly to consumers, but they also cut off the storage, logistics and inventory pressure.

Perfect.

-Good market

People to food for the day, the current entry into the field of solid agricultural products value has more than 2 trillion, and "specialty" involving dry goods, nuts, fresh, fruits and vegetables, cereals, grains and other necessities of life, is the main agricultural products in the major market, it is evident that the market plate face.

E-commerce after more than 10 years of development, the first infiltration of those standardized products, cosmetics are the highest penetration of the category, up to nearly 17%, followed by clothing, close to 15%, and agricultural products are the lowest penetration of the category, less than 1%. However, with the further development of electronic commerce and the upgrading of consumption patterns, the penetration rate of agricultural products will be gradually increased, each increase of 1% will be more than 20 billion of the market, visible market potential.

Ali Research Center in the "2012 Agricultural products E-commerce White paper" predicted that the next 2 years, the market for agricultural products will increase from 2012 20 billion to 2014 100 billion, to achieve 5 times times the growth, although only a forecast, but still leave us infinite reverie.

"Specialty" stacked in a 2 trillion market, will be the next gold mine.

-Good team

According to the initial public relations draft of the Earth Amoy Online, Amoy Network Technology Co., Ltd. Shenzhen earth Amoy, by Shenzhen Dragon Hing Hardware Plastic Co., Ltd. and Shenzhen City, every guest Technology Co., Ltd. to create a jointly investment (where the customer is really their shareholders?). Mr. Xu Innovation is the company's boss, in the Internet construction and network operation has a wealth of experience. He and several shareholders spared no expense, invest 10 million to create the Earth Amoy Net, from Baidu, Taobao, Cat and other enterprises to dig talent, ambition in building a technology, management, operation and other aspects of the strength of the team. ”

Baidu people add Taobao is undoubtedly a combination, and regardless of the level of each person's qualifications, the team has such entrepreneurial genes, it is a good team.

-Big money

Earth Amoy NET registered capital is 8 million, it is said that the start-up funds are up to tens of millions, in the entrepreneurial enterprise is not Gaofu, but is definitely not to raise money and run around the cock silk.

This is a good starting point for startups.

However, a year later, December 22, 2012, the Tao network in its Sina official microblogging official announced "graduation", and the next day to reply to the reason said "no way, large shareholders do not give money."

My first instinct is, "is it a question of money?"

We are popular a word "as long as the money can do, it is not a thing", in turn understand is "this thing can not be solved, it must not be the money thing."

With this in mind, I try to think about whether money can solve them.

Thinking 1: "Mode" dilemma-Ma Yun by mode?

I have seen a Taiwanese businessman who invested 16 million in Shanghai as a "Taiwanese specialty network", and one day I asked him, "How do you plan to do this market?", he said excitedly, "I'm going to do O2O," pointing to the website and saying, "Here are the suppliers ' entrances, we will recruit local suppliers in Taiwan, and prepare to set up online 100 entity stores, online can be a single store to mention, very convenient. "I admit that he is very cattle in the traditional field, otherwise he will not have the present achievement." His understanding of the model also represents the idea of most entrepreneurs, what fashion to do, start with the model.

The internet is the easiest place to create concepts, and I find that the real success is rarely about concepts, but they are the creators of concepts. So far there are a variety of dazzling commercial symbols, such as business-to-business, Consumer-to-consumer, D2C, f2c, O2O, C2B and so on. Therefore, it is believed that Ma Yun created the E-commerce model, the enterprise Yellow Pages moved online to make a business-to-business Alibaba, the market moved to the Internet made Consumer-to-consumer Taobao.

I think that Ma Yun's success is revolutionary (or destructive) of the creation of a credit system and Alipay, the former let consumers dare to buy, the latter let consumers dare to sell, the strength of the Ali department is benefited from the two core endogenous drive, the front-end for consumers responsible and aggregation of credibility, the back end for the business and cohesion integrity, Gradually formed a very powerful e-commerce ecological chain.

Ma Yun is not the master of creative mode, but created a "dare to buy Dare to sell" network environment, the so-called "mode" is only ancillary products, and the model behind must have you not past the threshold.

B2B2C concept is only "table son", and the lack of "lining" on the real kungfu, regardless of the earth Amoy net or water Amoy nets, can not do.

You will find that the cat's business is not what the earth wants to do? The purpose of the Earth is to gather high-quality specialty suppliers here free trade, the days of the special products in the cat is not the goal of the Earth Amoy? This is the job of robbing the cat.

Easy。

Day cat to passengers have passenger flow, to the credibility of credibility, to protect the protection, but also to provide loan services, their brothers and sisters are numerous, mutual synergy.

How do you convince the merchant to sell the goods to your desert when they are not shipped to the cat?

You may ask, "We also have all kinds of security systems, just need time to accumulate credibility", this 10 said can, 10 years ago, the market is really a desert (blue ocean), build a commercial building, far will look and rush, and today you stand beside the high-rise buildings, your competition starting high, the competitive environment has changed, Don't say 10 million, or two more "0" in the back.

Thinking 2: The dilemma of "good market"

Are native products really a good market?

Taobao in the Consumer-to-consumer market share of more than 90%, cat in the market share of the business of more than 50%, so Taobao and the cat market data basically represents the current market situation, the following on the specialty market analysis based on Taobao and the cat data.

Dilemma one, rely on "regional brand" to conquer, lack of high-quality corporate brand.

A certain specialty must be associated with a city, specialty sellers will advertise their own is a place authentic.

Taobao input keyword "Pecan" can be found in more than 81,000 baby, there are more than 4,500 franchised shops, if not to see the evaluation and sales will be difficult to choose who to buy, perhaps you say that the walnut when the taste of Linan, the goal narrowed to "Lin ' an", the same will be found more than 1900 Lin ' an walnut shop, everyone said they are "Authentic good taste".

Take "hairy crabs" as an example, there are more than 3,600 shops selling hairy crabs in Taobao, and more than 2,500 of the "Yangchenghu Hairy Crabs" are sold as "authentic good taste".

The key to this question is "Who do you trust?" How to trust? ", our specialty is" regional brand "rather than corporate brand, the main business is small and medium-sized enterprises or even family workshops, so that consumers trust the specialty brand is rare, and this market is far from the stage of competitive brands, leading to brand, quality, reputation and good.

A person in the industry and I said "regional brand" is like a public toilet, who can use, although the analogy is not elegant, but the way out of the problem, good bad operators are using the same "region", there will be "a mouse bad porridge" dilemma.

Dilemma two, rely on the gift market to conquer, and "authentic" gradually drift away.

There is an interesting phenomenon, the most popular place to sell special products are railway stations, bus stations, highway rest areas and tourist attractions, many buyers are not locals but the flow of people between cities, and most of the purchase is not their own to eat, mainly for friends and family.

Any platform, are a variety of dazzling gift boxes, each box eye-catching printed with "so-and-so local specialties", carefully look at the manufacturers are different, all over the apart. This special gift demand, the specialty market to another extreme, that is, by exaggerating the packaging to win rather than quality itself, "specialty" is only a sign of sales, we live in a variety of such gifts. "Specialty" and its own should advocate "authentic" gradually away, the market is getting narrower.

The previous article on Taobao selling specialty shops have more than 96,000, we have narrowed down to the target "Day Cat Mall", search "specialty" shops only have more than 2,300, they are certified by the Cat brand flagship store or franchise stores, and relatively quality assurance, and this number accounted for only 2.5% of the entire network, visible in the market "for eating and health" Brand is still rare.

Dilemma three, not all specialty products can be sold online.

Bring up a specialty, everyone thought of their hometown snacks, but more refers to a certain kind of food, rather than the circulation of goods, such as mutton bun, stinky tofu, mutton kebabs, meat clip bun, donkey meat Fire,

Roast duck, call flower chicken and so on, these foods need to do ready-to-eat, it is difficult to move to the internet to circulate, even if some moved to the online circulation, according to food safety management system is not necessarily qualified. Some specialties are not food, such as Jingdezhen ceramics, Wuxi tea sets, Kunming flowers, the county carbon fiber and so on, more difficult and food put together for sale.

Using the concept of "specialty" to integrate commodity circulation some nothingness, what goods are like local specialties, carefully pondering and seems not.

There are special features such as seasonal, regional, fresh-keeping characteristics, no details.

Thinking 3: The dilemma of the Earth scouring net

Now the market has been a subdivision of the dispute, for the entrepreneurial firm is to focus on a certain type of industry or a certain type of customer group single Point exerting force, after the successful attempt to plump ideal.

It is clear that the plight of the above specialty is not to make personalized service, but all-inclusive, wide and scattered.

We first look at how to enter the Earth Amoy nets, the introduction of the process is very simple, the submission of enterprise text information can be, this primary certification is Taobao more than 10 years ago, the practice, absolutely can not solve the product quality and food safety problems. And then look at the relatively successful food dealers around, such as Fu Tian Network, the original Life network, Tuo tuo workers, and so on, all to food safety responsibility, all sources are to the local investigation, after a trial to recommend to consumers, this is responsible for the source of the attitude should be worth learning. For the dilemma of a disorderly image, regardless of grade, level of the package Residents′demands, will be directed to a common platform for the sale of goods, and now the market does not need such a platform.

When it comes to dilemma two, do you want to do the gift market? Sure enough, in the navigation of the Earth there is indeed a "gift" category, can guess the logic of the Earth Amoy is "as long as the products related to what can be done," this is a typical all-inclusive thinking, whether you will consider the "buy the gift of people and their own to buy food is not the same person", Gifts and retail are two markets, different selling points, sales channels are more different. Xiamen has a companion to the network, the main Xiamen, Taiwan and other local specialties, has been deep in the years, not only a strong source more online layout, major gifts crowd, similar local enterprises have a lot, what competition do you take?

Dilemma three of the problem of the Earth Amoy Network has done, unexpectedly in the sale of handicrafts, are the art of pots and pans, you can imagine the final situation of the Earth is a grocery store.

Don't forget, you haven't got a passenger.

Thinking 4: A good team does not necessarily bring a good shopping experience

Tao describes its own shopping experience: Extraordinary products + extraordinary platform = perfect shopping experience.

I also think of the middle school writing, can not find a theme, usually make up a pile of beautiful words filling words.

What is the perfect shopping experience or user experience? Personal humble opinion can do the following 10 points is enough cattle:

1. Fast enough to enter the website

2. The product is not enough to catch eyeball

3. Can quickly find the product you want

4. Is the order process simple enough and efficient

5. Convenient and fast payment method

6. The product itself and the description is consistent

7. Product sorting and distribution is accurate enough, fast

8. Product packaging is intimate, safe

9. Whether the order can be traced online

10. Whether there is return of goods protection

To create a perfect shopping experience requires fine tillage, cultivation is a technical work, but also extremely cumbersome and meticulous job, this absolutely can not play the concept.

Browse the website of Amoy, only one point to explore, in its homepage, "directory Navigation" to see, is to divide the classification of products by region, divided into North China, South China, northwest, southwest and other large areas, click into the show is the provinces and cities, and do not say that different regions may have the same specialty, this thinking is typical "self think" The inertia of the understanding, at least did not do market research or serious analysis, in fact, consumers are very difficult to understand geographical division, not to mention local specialties, you only need to study "How to let consumers quickly find what they want to eat" can be, such as I can quickly find pecan classification, and can see the description and price, That's enough.

PostScript

This article is not to belittle the meaning of the Earth Amoy Net, is intended to follow the Tao network of Entrepreneurial Thinking in-depth analysis, digging out the thinking of the founders of the blind area, to find the real source of the problem, for the later reference.

Today, the Earth Amoy Web page can be opened, but since the official micro-blog announced the completion of a few updates, its 400 customer service phone has stopped, can be judged has fallen, even if not fall will die.