Anxious small and medium vertical electric quotient is difficult to survive in the big platform crevice

"More than 150 days of preparation, the park online 12 o'clock on time." "Original Bowser net founder Zhiquan began his new journey. This time he no longer chooses to do vertical channel electricity quotient, but chooses own brand.

"After all these years of being a channel dealer, I'm really tired." "Zhiquan to Sina Technology, as a small and medium-sized vertical electric business, if there is no http://www.aliyun.com/zixun/aggregation/29610.html" > Independent brand, just do the platform and Channel alone, will be very painful things. "The commodity is highly homogeneous, each family can only play price war, not your brand, you do not have pricing power, which is the ability to control the supply chain of the enterprise is a great test." ”

Zhiquan said that the reason for the choice of home textile category, because the industry is large enough, and the most famous brand but only a a market share, so later there are very large opportunities.

Category selection determines success or failure

Like the big park so hundreds of small and medium-sized vertical electric business, is Jingdong Mall, Suning and other large integrated electric platform of the gap between the general into anxiety. The latter can be backed by wealthy investors from the construction of the logistics system of the suppliers, a big fight price. The former can only reposition and adjust quickly to find new living space.

Bi Sheng is one example. Entrepreneurship 4 years of the process, Lok Tao 2 transition, from the initial toy to the city of the transformation for the shoe, and from the distribution of shoes into its own brand. He has many times in public, the electric dealer is a not money scam, "we think that online to do the cost of the electricity quotient is higher than the line, this is just the opposite conclusion, the cost of the electricity quotient of high 20%-30%." ”

"The choice of category is crucial if a vertical electric trader wants to survive," he said. "Also buy wine CEO Shang told Sina Technology, the original reason to choose wine is to take into account the higher margin, repeat the purchase rate is high, at the same time wine and wine is a weak brand of electricity, product itself brand is not strong, rely on channels for sales. ”

In the years that followed, the wine dealers ' price war was not very strong, but also to buy wine can maintain the basic gross profit. "I thought about being a full category, but then I found it was very demanding for the entire supply chain and the product team, and we thought we didn't have the ability, so we gave up." "Shang said.

Catwalk network CEO Guiven that the vertical electric business needs to have three very important elements, namely high unit price, high margin and high repeat purchase. "It looks like these three elements are contradictory and very difficult to implement, but the electrical business logistics fee is a detour, although some people have a single increase in logistics costs will decline, but in fact no matter who, logistics costs are not down." So the catwalk has always insisted on high unit price and high gross margin, which is the only way that must be even. ”

Electricity dealers return to retail

SK Telecom, vice president of the Jianjiang view, users choose a different category when the logic of thinking is inconsistent, so the category can indirectly determine the success or failure of the electrical business. "As a small and medium-sized vertical electric dealer, the core should be whether you have a reason to allow users to repeatedly buy, and let the user think of this demand, will think of you." ”

Jianjiang analysis said that the electrical business pay attention to the "explosion" (individual popularity of very high commodity), a 90% of the shipments of electricity dealers may be that the one or two "burst money." And the traditional offline retail is not the case, they will be split into two kinds of goods, one is a high repeat purchase rate of low hair rate, a commodity is a low repeat purchase rate (or joint purchase) but high gross margin, through the two commodities balance their comprehensive profits.

"The entire online retail industry is now at an early stage and there is a long way to go, and it is time to learn from the traditional retailing industry." Jianjiang concluded, "to give users a choice of your reasons, is a small electric business platform must think of something." ”

Zhiquan is also an advocate of the return of electricity to retail. An important job for Amazon, he says, is to track consumers ' buying records and recommend the related products they really need, which is exactly what the return to retailing is all about.

"This kind of way really pays attention to each individual's individuality, lets the consumer feel oneself is be cared for, the attention." Zhiquan suggested that electric business enterprises should give up the pursuit of high order quantity, industry first idea, follow the development of the retail industry, relying on long-term efforts to develop slowly, with the product itself quality and design to attract users.