Cnnic Zhang Yi: Three tactic of vertical electric quotient

Zhang Yi, senior analyst, China Internet Network Information Center

After the analysis of the vertical electric business environment and trends, this article focuses on the analysis of vertical electric business internal strength three-tactic supply chain steering, brand escort, product charge.

The first is the supply chain. This is a cliché of the topic, do not say that the vertical electricity quotient, is the integrated electric business platform This problem has not been resolved, even in the supply chain management This problem can not find north. From the appearance of supply chain management, logistics cost control can be glimpse. To the logistics of the more prominent Jingdong and van, for example, one is a comprehensive electricity business representative, one is a vertical electric business representative. Jingdong began to build its own logistics system in the early years, its logistics cost rate (including warehousing, distribution and other costs) in 2009 is 29%, 2010 is 26%, 2011 is 20%, this year can be reduced to 16% to 17%, but still higher than the average level of domestic electricity quotient. Compared with Amazon, a huge logistics system based on high technology, its logistics cost rate is about 9%. Look at every guest, that year, where guests can be a sudden rise, under the wind, such as The Courier played a very crucial role, and even millet mobile phone starter is also entrusted to such as wind Tatsu. But in August this year, such as the wind up a large number of layoffs 2000 people, covering the city from 26 to 6, covering only the first-line cities such as North, which fully confirms that a city area of daily delivery to 10,000 single, it is possible to achieve the construction of logistics without loss of level. In addition to logistics, supply chain links between enterprises flexible response is also a benign performance of the supply chain. For example, the only product will be the Flash purchase model determines its sales must be a lot of brand participation and a lot of different schedule, this allocation to each brand or the sales schedule is limited, and thus its bargaining power and margin of the promotion space is limited, especially for some quality businesses. Therefore, the only product will be small and beautiful, but does not represent the vertical power of the reverse attack. Visible, the supply chain is worthy of the development of vertical electric business first door.

On the one hand, logistics and supply chain through cost path directly affect the profitability of electric business enterprises, on the other hand, through the customer experience deeply affect the brand and Word-of-mouth. When it comes to brand, from Taobao Mall renamed "Day Cat", Taobao has recognized that the platform of the electricity dealers to give more in-depth service, it is enough to see the brand of electricity dealers is imperative. and vertical electric dealer to build brand, find differentiated brand mode is undoubtedly a way out. Shopping, sharing, and flash purchases are commonplace, a new product every day, combined with the offline cluster is not a novelty, the white is the user experience, to let users fall in love with your unique experience scene, there is a kind of me is your typical user, your website because I and luminous feeling. No matter how different your model is, the market is not afraid of a small number of people, China's huge online shopping group, can always be a cup of soup. As for the user experience, Tang Tanji said, "to be good at technology, a good user experience comes from Superior technology." The website Man-machine interaction relies on the technology realization, the conversion rate and the stickiness need the technology. But this kind of technology system, even the CRM system is not a vertical electrical business can easily affordable, I think the technology can not also be a little hard work, diligence can be a humble. For example, QQ, micro-blog interaction as long as the time to do in place, but also is absolutely maintain the old customer loyalty weapon. At the same time, spend some time to comb the business process of the electrical business website, timely check the process of each link is also very effective.

Again down is the product. For a long time, Chinese consumers have measured their products as "inexpensive", whether they are traditional business or e-commerce. But now the electric business is not looking for star endorsement, loud advertising language era, "" Beauty "and" cheap "these two factors in the new consumption of the weight of the era should also be changed," Beauty "weight in the hearts of consumers have become more and more high, and even to a certain extent has surpassed the" cheap. " As long as your products have characteristics, even if only a small number of people, there is a market. For example, Taobao Ladies of the purpose of the boss crack silk, it's more alternative style of clothing, is definitely not orthodox women, but also can easily do the annual turnover of billion. And relatively, I think some of the creative home of the electricity market is blank, although there are many creative home Taobao shop, but forced to supply, sales pressure has also been made Home department stores, which is very regrettable, focus on design and stability of the source of creative home has been my good market gap.

To sum up, the supply chain is not smooth lead to a low profit margin of the vertical, while affecting the user experience, directly affect the brand. Coupled with the lack of product differentiation, resulting in the development of vertical electrical business has been bland not fire. such as the only products such as vertical electricity, although the current financial situation is more clear, but this can only be said to be small and beautiful, is not the reverse of the vertical electric dealer.

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