Dialogue aged: I do not do women's attention men

Language: The founder of Old said that every guest will not do women's clothing. Because men's clothing is more standardized.

Time: 2007, where the customer was founded at the beginning of the occasion: a variety of occasions follow-up development: Every customer not only sell women's clothes, but also sell children's clothing, as well as various other categories

In most people's minds, women seem to make more money than men, because women's desire for consumption is far stronger than that of men--a statement that says one or two: "For a woman, there is never a dress in the closet." But like its forerunner, PPG, the guest is also a man who started his own work.

Generally speaking, the pattern of men's wear is not more than women's. For example PPG is by a shirt quickly open up the situation, attracted to invest heavily. The pattern is not much, it means to be able to "mass production." Being able to "mass produce" means it is easier to "scale". The internet is a kind of http://www.aliyun.com/zixun/aggregation/13746.html "> Economies of scale, the more easy to scale services, the easier it is to quickly embark on the road to speeding." This has been proven by many Web services.

Another reason to cut men's clothing is that men's consumption process is simpler than women's. Although the lack of data proof, but the individual based on common sense, on Taobao on the launch of the package of mail negotiations women, I am afraid more than men. As a result, a male-oriented E-commerce site, the need to equip the customer service staff, in theory should be less than for women.

Standard products + simple consumption process, become the first e-commerce entrants. This is not just for men. For example, a book is a typical standard product + simple consumption process. The giant Amazon, the world's biggest power trader, sells books to sell its reputation.

Some readers will mention why in Taobao, women's clothing is the biggest big head? Indeed, Taobao's biggest turnover is women's clothing, which accounted for 12.1% of the 2010. And men's, but 4.1%. But at the same time, we also want to see that, since men do not like the complex consumption process, then Taobao similar to a stall-like market, the need for relatively complex consumption process, they are not attractive to themselves. If there is a brand guarantee, men are very willing to do e-commerce consumption. The data from Taobao Mall (now called the Day Cat) tells us that on this platform, the proportion of men's clothing accounted for 8.5%, second only to occupy 11% of the women's clothing.

In 07, when the guests were created, Taobao Mall even a separate domain name is not, at the time of the case, do not have many men's famous electric--in fact, the electric Shangyuan (a big development of the electricity business title) is said to be 2010, there is said to be 2011, but very few people think it is 2007 years. The pioneers of PPG to men to start, rapid expansion of the scale, where the customer imitate and strive to make up for PPG longer than the quality control of the weak, but also achieved a career. The so-called "do not do women's clothes", I personally think, and not necessarily to confuse other electric operators to their hearts, more, is the whole market assessment: I do menswear, this market is big enough.

But with the big investment from the electric business, venture capital into the Swarm, everything changed. For an electric dealer website, the scale is far more important than the profit. In fact, many people have a misunderstanding: a profitable enterprise is a good enterprise. Can be in the actual operation, a cash flow of the enterprise is a good enterprise.

Investment, and "income" at this point is the same: can provide positive cash flow. A business trader, when Ta understand that in the short term can not be profitable (or can be profitable, but only a meager profit), similar game has produced: is to make a profit to contribute out of the positive cash flow, or to do the positive cash flow investment out?

Where the customer chooses the latter, logic becomes logical here: Expand the category. Only by enlarging the category can we enlarge the volume of the business and form a larger scale to attract more investment. And women's clothing is always a huge volume of the category, of course, will be included in the eyes of every guest.

Another reason to expand the category is to increase the customer unit price, that is, to allow consumers to buy a few things in the process-this is a relatively high logistics environment, is a crucial issue. Increasing the customer unit price not only helps the scale, but also helps the profit, the so-called diluted logistics cost.

In the so-called electric quotient of the year, the expansion of the category has become a common choice for many electric companies, whether it is when the outstanding or jingdong guests, have dabbled in a variety of trading varieties. I do not think that the expansion of the category is wrong, but the expansion of the category extended to the point of the mop, it is clear that "the truth is a step forward is the fallacy."

From a game perspective, scale is a good weapon to keep yourself alive. When an investor invests enough money, it is not easy to let it lose his wrist. The scale, the management is not out of control, the temporary unprofitable enterprise results in the death of the situation is not much seen-because it kidnapped enough investors. Amazon is also a full scale, die for several years to usher in a profitable point of time. Even if 10,000 steps are taken, the usual option is to sell or merge with other companies when investors think the bureau is already having a hard time going down. In this case, the principal of the enterprise may not have nothing.

Internet business transactions, and the line is different, its goods into the column is unlimited (again large shopping malls, there are space restrictions), more than one commodity or category, nothing more than a few pages. Under such a premise, when a certain electric business jumped out and said: "Certain products we resolutely do not do, probably do not have to believe-even considering the factors of procurement it does not do it themselves, will find partners to operate jointly." Timing problem.