Diamond Network Sales Case analysis

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Today at noon to see the central 2 set of wealth story broadcast on the growth of diamond birds stories, feel very can be used as a sample to analyze the sales success model.

Let's look at the traditional sales model first. Diamond as a very high value commodity, at present, our country is mainly in the physical store sales, because the natural properties of this commodity, the trade is a typical credit transactions, and the entity stores so that consumers can personally feel, touch goods, coupled with a professional salesperson introduced, can reduce the cost of credit transactions, Increases the symmetry of the information, but the entity store is a consumer-oriented terminal, the front of a series of supply chain must have a profit, combined with the physical store decoration, personnel, inventory and other expenses caused by capital Zhanya and other costs and profits, the ultimate consumer-oriented diamond prices appear very high, but inserted a digression, Physical stores also provide the vast number of consumers with the convenience of demand, as long as the payment of a certain price, you can get the goods needed.

See the traditional diamond sales model, let us the "diamond Bird" growth to be analyzed.

First, and most important is to solve the credit system. Know that the Internet transactions are clear, online sales are different from the physical sales, the Internet to provide the sense of the goods only pictures, and regardless of whether the picture can really reflect the kind, I looked at the "Diamond Bird" transaction record, it is due to the picture of the goods and physical differences were given a bad review And our consumption heart is "Seeing is real", in terms of diamonds, its value is very high, the importance of this issue is self-evident, it can be said that this is the bottleneck of diamond sales.

People have doubts about what is unknown, so it is necessary to break the trust crisis that people produce for the products they sell. So in the first two months of her online sales, there were no orders. And the most problematic question that potential consumers ask is, "Is it true?" and the television program did not begin to point out how she solved people's trust problems.

As we all know, in the absence of a credit basis, when the other side of cooperation on their own trust problems, people tend to borrow the power of a third party to reach a deal, such as security. "Diamond Bird" with some of the advantages described later in this article, the most urgent is the need for online consumers to generate the trust problem. The way I was going to solve the problem was diamond insurance, which was conceived to solve the problem by borrowing insurance from insurance companies. We can see that at that time the network transaction is not a good platform, the network sales platform does not give consumers a guarantee, are Ctob or CTOC trading mode, there is no third-party trading tools. Therefore, in order to achieve a transaction, there must be a trade credit guarantee mechanism, at that time, "Diamond Bird" brand accumulation is zero, that is, the consumer's understanding of it is zero, there is a clear distrust, then he may be the only choice is the third party credit.

They chose the "AIG" Certified diamond, and this certification can be queried on the official web, and this certification has a considerable authority, it is not to be questioned, which is very good to solve the consumer's trust in the product, although the introduction of the products through this certification increased costs, However, because of the substantial cost of the channel, still have absolute price advantage, the consumer has a great appeal to consumers to eat a reassurance, that is, credit guarantee, the establishment of a trust mechanism for a large number of sales laid a solid foundation.

With "Is it true" the crack of this problem, online shopping door opened, followed by the sales of the march, after viewing its sales record, its first consumer is also a rich shopping experience of consumers, so credit through the accumulation, to dispel the doubts of more potential consumers. And the network sales of Word-of-mouth effect of publicity and dissemination constantly strengthen this trust.

We can see that a significant percentage of consumers still question their products, she then opened the experience shop in the major cities, which is also in the resolution of trust problems, TV show told us that after the experience shop, followed by a substantial increase in sales, the month is five times times before, This is the explosive growth of trust being resolved.

Of course, with the continuous accumulation of credit, it formed a certain brand advantages and strength, can not be limited to the original Third-party platform, which we can see, network sales have a typical Matthew effect characteristics, more and more will be.

Second, the price problem, in fact, this problem is the biggest advantage of online sales, which I see this program at first the most concerned about a problem, if it does not have the right channels and resources rely on, the diamond online sales is difficult to big. This is the first problem that all online sales must solve.

Online sales is a typical "Price is king", consumers choose online shopping is the most direct and most powerful reason is price, to make the price has the advantage must rely on, this can be a lot of, such as we see most of the electronic consumer goods concentrated in Guangzhou and Shenzhen because its channels can get very low prices. Nearly because of channel advantages, and many online goods because of its special channels, such as some can be directly from the manufacturers to take goods, in general, is close to the origin of goods.

As far as the "diamond Bird" is concerned, the resource is based on her brother being a diamond importer, convenient purchase channels, so that it can be removed from the high cost of the process, so that it has a price advantage this sword, price is the core problem of network sales, and it has this advantage, the consumer has a strong impact, And the diamond itself as a high value of products, most consumers buy the first consideration of affordability, in the price based on the pursuit of style, brand and personalized.

The show's price is nearly half the price of the same diamond as the real store, and when people trust that low price is guaranteed by quality, they buy it in large quantities, because it's "inexpensive". "Diamond Bird" without this advantage, everything else will be lost, and growth will become a castle in the castles.

Third, the logistics problem, the program is not introduced this piece of content, but this is online sales can not be ignored. One of the most important problems of network sales is logistics, now the development of information so that the online marketing market is theoretically as long as the computer can access the Internet are potential customers, on a single shop, the market capacity is almost unlimited, the remaining problem is that the goods can be safe, quick to reach the hands of consumers.

In the case of diamonds, the volume and weight are very small, and the value, and logistics is generally based on volume and weight to charge, you can say that the diamond has a natural online sales advantage, very easy to carry and transport, and other products such as refrigerators, because of volume, weight, logistics costs will account for a large part of many products are not suitable for network sales. Predictably, with the development of the logistics industry, more and more goods will be placed online sales, and a large number of middlemen will disappear.

As far as the "diamond Bird" is concerned, its location is Shanghai, its logistics is quite developed, there are the largest private courier enterprises Shentong, in the pan-Yangtze River Delta Economic Belt, can arrive on the same day, and local consumption of consumption culture and purchasing power is also more developed, and now online sales also promote the development of logistics enterprises, and vice versa. This is also a very important factor in the growth of the diamond Bird, whose growth is based on the geopolitical advantage.

It can then be seen that, as the volume of business increases, they introduce VCs and more scientifically regulated management, from family-style growth to real-life companies, from individual combat to process operations.

We can also see many successful details from the program, for example, at the beginning of the owner began to write a story for each diamond, and diamonds as a very special commodity, the need for stories to increase its value, we are familiar with the "Diamond Heng Long, a perpetual spread", in fact, is the story of the spread, The story virtually increases the value of the product, but also the diamond is divided into bare diamonds price + gold decoration materials + work costs, which meet the consumer online shopping another pursuit, that is, personalized pursuit. And its experience stores are open in the office, which greatly reduced the cost of landing costs a lot less, as far as I know, now someone will shop in the office, it is estimated that this will become a trend.

Of course, from the success of a business can be found summed up a lot of experience, can be interpreted from different perspectives, but no matter what, online sales of the trust problem can not be bypassed, the reality of many shops through the transaction without credit risk of virtual products, such as phone card recharge to build credit accumulation, thus extending to the entity products. Personally feel that under the existing market conditions who solve the network sales trust problem, who caught the market. Brand is the root of trust, perhaps the following "Diamond Bird" to do is to do the brand.