Business-to-consumer: Making a fuss over long tail goods and profit goods

Recently in doing a business ppt, the practice since the http://www.aliyun.com/zixun/aggregation/7335.html "> Experience summed up." In ppt, I put the product structure of the Business-to-consumer (standardized goods) into three kinds: 20% competitive goods, 60% long tail goods, 20% profit products. After today's finish, I suddenly think of some interesting experience, and share with you.

20% Competitive Commodities: refers to the mainstream of the volume of goods, peers in the fight price competition for goods, hard power requirements are high, belong to the horse-race enclosure.

60% Long Tail Goods: refers to not run out a lot of not to sell a few of the non-first-line merchandise, belong to do and will not be the main force to do.

20% profit goods: Their own unique advantages of goods, pointing to its food, more than the competitive goods, but not the amount of competitive goods large, basic to two or three lines of goods and a small number of front-line brands, belong to the family.

There is nothing to say about competitive goods, which is to follow the strategy. And in the long tail goods and profit goods, can be some space is not small operation.

1. Use long tail merchandise to mix with competitor:

I have been in the determination and PM to operate such a kind of merchandise: a second-line brand camera, we can not get the volume, but because the competitor than we are strong, the relative of the volume of the camera is also a lot bigger than us, presumably we sell five or one months, each other one months to sell dozens of units. Well, PM and I decided to cut the price of this camera by more than 200. What is the purpose of our doing this is to smash the price of each other. Because the calculation of the two sides to take the price of goods is almost (for the brand manufacturers, Baixin is also very small, will not give a lower price), and even if the loss of a lot of sales, because it is not a line of brand reasons, the amount will not rise a lot, from 5 to 10. We Stoding, these 10 units I most thanks to 2000 yuan. Can rival if with our price, sell hundred Taiwan will lose more than 20,000, although to each other is not a big number, but also was I took a bite, and I can copy this way to n a long tail goods everywhere, enough for each other. If the other party does not carry the price with us, then well, my marketing will start, a large number of the price of the goods between the two articles will appear in the IT media and forums. So whether the other party is with or not with, are dumb to eat lian, there are bitter can not say. The final result is the other side with, hehe.

2. Use long tail goods to do quantity:

In 365, with PM pushed over 3 commodities: speakers, MP3 and mobile hard drive, are two or three lines of the brand, profit general, usually sell little, basically is dispensable of the chicken goods. I observed that several competitors did not do well. Anyway is chicken ribs, want to profit also doesn't matter, still might as well put the quantity to run up. Simply to minimize the profit, playing a full network of the lowest price, at the same time the market with the main push, the site's special ads and external media articles to promote together, a short period of time has risen several times, although the overall profit has not been greatly improved, but on the basis of that sales rose, later also from the supplier that more than 1 points of profit and a lot of gifts.

3. The long tail goods into competitive goods:

In the determined time to catch up with Alipay 3 anniversary activities, to the well-known activities of the funds, I got is 10,000 yuan, the competitor got 50,000 yuan. 10,000 yuan money is really not much, simply hit a certain I very optimistic about the long tail product line, made a pay treasure to buy a single liter set of activities. The user suddenly went mad (the price difference of a single set is about 150, the cost is less than 100), that half month sold too hot, until the end of the campaign half a month, but also constantly have new users call customer service phone to ask activities, are said to listen to a friend introduced, the amount of time to get up (and then we did a similar activity ourselves). This product line has done poorly before, 8 months of time sales turned 10 times times, of course, there are a lot of effort, but Alipay activity is indeed the most important turning point. At least when I left, this product line can be said to be determined by the advantages of the product line, but also I and the product line pm the most proud of things. (the competitor's activities were smashed in the line of goods, can not say bad, but I am absolutely too dispersed, the effect of the activity is not very sensational)

4. Looking for profit goods:
or in the determination, the best of a PM (I trained, very gratified) did so two things:
Some of the first-line camera brand has not been contacted before, my brother on the other people that bubble one months, and the manufacturers of the mix is very familiar with, Never sold in the case of the best price and support: The brand's latest flagship model, we take the price of 1300, 1450 to send the manufacturer original pocket watch, competitor Price 1650 No giveaway, take the price is higher than our prices.
Another one of the quasi-front-line camera brand, has never been contacted, not a week, I this brother and each other's big district manager good with brother-like, got the best price, a large number of gifts, new products first right and tens of thousands of promotional fees. Later, the other party took the initiative to take a camera model for our underwriting, basically is to send money to us. All the dealers in Beijing are going to take the goods from us, even the competitor's goods are ours.
The above two things are in the case that we have not helped upstream, and others are not familiar with the situation. I want to say is that many times without hard conditions hard foundation, will rely on people initiative, although now is a commercial society, but China's thousands of years of culture or talk about "people and", and suppliers of communication and exchanges is very important.