Case study: The development revelation of vertical electric quotient

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

With the development of electric business, the competition has become more and more fierce. Electric dealers can generally be divided into platform-type and vertical-type electric dealer types. With the development of electric business, many of the former vertical electric dealers are now to the platform-type electric business development, such as the beginning when only sell books, now when it has developed into a department store, including Jingdong, excellent Amazon, Bowser are such a development mentality. However, some vertical electric operators still adhere to the route of the vertical electric business, in a particular industry, fine farming. Today, I selected several well-known vertical electric dealers, to their development inspiration and prospects to do some analysis.

Glasses type: can get glasses net.

The net was founded in 2007 and is currently the sales champion for glasses.

The development of the network can be revealed:

1 Find the right breakthrough: frame glasses need consumers to wear to know whether it is suitable, so not suitable for online shopping, and contact lenses do not need astigmatism and pupil distance and other professional data, consumers only need to wear according to their own degree and brand to buy, and a year consumers have multiple consumer demand, So contact lenses are also FMCG. As a high degree of standardization of fast consumer goods, from this point into E-commerce is very suitable.

2 Initial competitors less: Because the network was founded, the traditional store under the line more attention to frame glasses, so has not entered E-commerce. In addition, in 2008, Taobao because there is no "medical device business license", thereby withdrawing from this field of competition, to the development and expansion of the network to create a good condition.

3 Low Price strategy: can be online Dr. Lun, Johnson and other brands of contact lenses prices than the physical stores at least 1/3 cheaper.

4 Internet Marketing: Network is mainly used by the Internet marketing, with the major Alliance website to expand CPS cooperation, through the major rebate network, active Word-of-mouth marketing. And because of regular promotions, free coupons, order coupons, free shipping and other activities, for the network to bring a large number of orders, but also attracted more and more members, November 2011 can be a net member breakthrough 4 million.

Future development Ideas:

Network is currently on the line frame glasses, but I think this is not much room for development, because the frame glasses must be tested on the only can, this model is currently not to see how much development. Can get net Mister said to redo the line store, I think this to the development of the network is very meaningful, but for the network, offline stores should be based on experience or supplemented by sales, it is necessary to carefully consider. In fact, online and offline How to combine, is the network is currently facing the problem. Overall, the net prospects are promising.

Clothing: All customers sincere goods.

Aged founder of every customer-prudential products, is currently the boss of their own brand apparel online sales.

Where the customer sincere product development enlightenment:

1 more to adopt CPS mode to promote: Where the customer is the first to follow the model of PPG into E-commerce, but every customer soon found the PPG mode of problem, the cost is too high, the effect is very little, so in the promotion, where the customer more take in accordance with the sales of CPS mode, and mainly rely on internet marketing. Through and alliances, rebate network cooperation, including relying on a lot of Taobao to do where customers purchase the network of shopkeepers, where the rapid development of customers, is well-known by many people. Where the customer also bought a lot of well-known portal home ads, this action for the initial brand of customers contributed a lot of power.

2 The website design is exquisite: Every customer sincerity product website design is very good, the classification is clear, the picture is also very beautiful, very has the European elegant feeling, the more attractive eyeball.

3 model image of sunshine Health: where the initial development of the guests are selected in Europe and the United States models, because of their stature and temperament elegant, for every guest to add a lot.

4 promotional activities, a variety of promotional means: Every customer will often hold a number of promotional activities, such as the whole house free shipping, free coupons, shopping full fulfilment of direct discounts and so on. These activities for every guest brought a lot of popularity, but also created an outbreak of order volume.

5 Active expansion Category: Every customer is the first to make shirts, and later developed trousers, T-shirts, shoes, home textiles, bags, cosmetics and so on. The advantage of expanding the category is the variety of goods, the disadvantage is that if the sales can not open, will increase the additional inventory and cost. Where the category expansion is a constant trial and error process, although the middle of a detour, but now where the customer has returned to the rational road, the main clothing and bags.

6 There is a flagship best-selling star products: from the original all the shirts, to the later on the line of every customer stockings, van shoes, where the customer's 29-dollar T-shirt, have become a best-selling category. Relying on the best-selling goods, where the customer has played a good reputation marketing characteristics, you want, the streets are everywhere wearing a T-shirt people, where the brand awareness of customers are widely disseminated.

7 Every customer's marketing means unique novelty, variety: Every customer's most successful marketing example is widely circulated where the object, very much in line with the current taste of young people, after the effect of the follow-up video ads also good response. In addition, every customer's EDM, micro-bo marketing, mobile phone SMS marketing, multi-faceted are done very carefully, there are the latest promotional activities will promptly tell consumers, very intimate.

Future development Ideas:

I think that every customer or should be decisive to cut off some categories, such as mother and child supplies, such as some life supplies, and what small appliances, may temporarily bring a certain order, but the development of the brand does not have any benefits. Every guest should focus on the category control in the garment-related, and now the development of good cosmetics. In addition, every customer should pay attention to the quality of their products. I have bought a good few casual pants, feel that quality really need to improve. At present, where the main consumers are college students group, how to retain these consumers for a long time, the customer needs to consider, perhaps the introduction of the brand is necessary. The individual is looking forward to becoming the next Uniqlo! Generally speaking, the future of every guest is very optimistic.

Cosmetics: Poly-Mei Excellent products.

Poly-Mei Excellent products are currently cosmetics online sales leader, the results eye-catching.

The development inspiration of Poly-Mei excellent product:

1 The use of limited-buy Mode: Poly-US excellent products are limited to a limited group buying mode.

2 Do not pursue all-inclusive, only sell the best-selling star products: Poly Beautiful products sold goods, most of the star product, only a few other not popular products. Star products help to bring traffic and orders, and other products are to meet the needs of users multi-directional. Poly-Beauty products only sell the best-selling 20% products, but also follow the business of the 28 principle, 20% of the goods produce 80% of the sales.

3 Authentic low Price: genuine low price has always been the core advantage of Poly-Mei excellent products.

4) Good service: Poly-Mei Excellent products promise 30 days unpacking unconditional return, at the same time also launched a caring "micro-customer service", like the micro-Bo users can also be directly in the micro-blog directly with the Customer service center interaction, and the United States excellent product customer service staff will be given in 30 minutes to answer questions, FAQ.

5 to advertise with celebrities, enhance the brand effect: Poly Beautiful products do a lot of advertising, including the previous to find Han Geng endorsement, and constantly in the major TV media smashed ads, tight Chen Yu for their endorsement, Poly beauty Excellent product brand awareness has been a strong promotion.

6 The website has the Word-of-mouth center, displays the consumer to the cosmetics comment: only has purchased the user to be able to evaluate, has ensured the user appraisal authenticity.

Future development Ideas:

In the field of cosmetics online sales, poly-Mei Excellent products are currently the best development, the potential is very large. At present, poly beautiful products need to do is to expand their own types of goods, and improve their new online poly-American mall. However, Poly-Mei excellent products still want to buy cosmetics as their main business, because I think this is the core competitiveness of the United States excellent products. Poly-Mei Excellent product prospects are very optimistic, the author is very promising.

At present, with the development of platform-type electric business, the development of vertical electric business opportunities are less and fewer, perhaps the vertical electric business of the spring has not come, and the future of the development of vertical electricity will be more traditional entity brand sniper, the road ahead a lot of hardships. It is important for vertical electric operators to occupy the first position of a vertical category in order to develop continuously. In the years to come, look forward to the net, Poly-Mei excellent products, where the current leading electric dealers to bring us more surprises.

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