Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall
How is "electric injury" produced?
"Electric injury" logic of an electric business practitioner's Anatomy of a traditional enterprise
Preface: Last night had a dream, dreamed of a black hair white beard old man gave me a riddle: what net than the sky is wider than the earth? What kind of goods can not be sold? Can't wake up?...... I can't sleep if I think about it.
Often, we are accustomed to describing a "revolution" as a thing that can subvert or erode many people's ideas and change or break many of the rules of the system. For example, the 1960 's American Liberation Movement and the 1980 China's reform and opening-up. I have been thinking, now this is a mess of the electronic commerce is a "revolution" it? Any nature and form of a revolution with beneficiaries there are victims. After the end of World War II, people immersed in the victory of the kiss of the moment, who still have the heart to remember those who give life to the comrades? When people indulge in the victory moment when their data are enough to tongue-tied, who is going to pay attention to those comrades who are bruised and even dead in this revolution?
It hurts.
Spring Festival I to a manufacturing friend New Year, he excited to say to me: "Brother, I finally electrical business!" I said congratulations, and then he said: Oh, I was hurt by electricity! I said congratulations because you're not the first. In the face of increasingly complex electrical business environment, in the dazzling electric platform, to withstand a wide variety of marketing promotion costs, in the electric business is not the electric injury is nothing new; Iron Shop, pus wound. The great extent of an electric dealer is proportional to the injury it has suffered!
For some enterprises, electric damage can be self-healing after electrical injury or rapid recovery, big deal I do not do, and so on mature and not late, but for some enterprises, this kind of injury, not 1:30 will heal well, and even some lifelong inability to recover, such as brand enterprises.
The price of the electricity merchant price war period, which commodity prices will touch the consumer? Day Cat [micro-blog] calendar year "Double 11", the brand contribution ratio forever accounted for 80%. To be damned, in terms of China, the so-called brand of all walks of life you can count the fingers, in your 50 percent, in his that must be similar. The customer to the brand so-called loyalty and sentiment behind, or interest in driving. When the brand into the various electric platform unscrupulous activities, who will care about the retention of your brand value?
To a famous domestic sports shoes brand For example, a year in Taobao even the self-employed plus distribution, sold to 2.3 billion yuan, a pair of shoes were sold to 99 Yuan also package mail. You know, this pair of shoes at least 289 at the store! When consumers gradually accept and recognize the new price system and product value transfer, the rest is simple--whenever you give a thing, people think that the most hundred money, of course, you still have to mail me Oh, pro.
Electric dealers two years down, although the record is not expensive, but the damage caused by the chain effect gradually formed, and even affected a certain stage of the stock market trend. Finally, the electric business executives changed a set, the strategy adjusted and adjusted, until now do not know where to go. This example abounds, catchy, casually to a paragraph without exaggeration. People would ask, "Aren't these bosses aware of that in advance?"
Good question. I don't know if I'm aware of these pitfalls. All I know is that these brands are not thinking about these pitfalls in their minds when they join the electrical business. But how to use this channel and access to combine my enterprise sales model, improve my sales share and market share, or I lie in the warehouse that value of 500 million of the inventory of junk to hurriedly sell out.
Most of the injuries originated from "motivation."
Most of those who have been injured by electricity have been motivated by electrical quotient. Those anachronistic motives are inconsistent with the current electric quotient environment trend, and the second is not in conformity with the present electric quotient platform system.
-First, environmental trends.
The entire what has gone through the "sell what" stage, just experienced the "how to sell" (how) stage, is now entering the "where to sell" (where) stage. A handful of companies have been "injured" in the "what to sell" phase, while most are "how to sell" stage.
"What to sell" this stage, all the carriers are scrambling to do "enclosure" movement, that period of time, whenever the head of the network can sell the industry are circled in. Some sell books, some sell 3C digital, some sell food, Taobao is selling everything. Coincides with the platform carrier in the start of the development period, coupled with the "benchmarking" strategy (to create star businesses), at that time the merchants in the market have tasted the sweetness. Take Taobao for example, whenever you know or see Taobao do a better shop is the product of that period. Do not ignore the "benchmark" Taobao strategy, this recruit is overbearing, this is also the success of Ali's weapon equipment, can be said to eat all over the world, Ali various subsidiaries rely on this recruit started. In particular, the early days of the establishment of the cat, the operation of various industries in need of so-called competitive products, as long as you have the goods, I will give you resources, all the resources that make you rich overnight; At that time the so-called competitive products are also the South-to-north water diversion, we all map a fresh-the original online can also buy things, netizens immersed in this kind of fun can not extricate themselves.
To this end, whenever that time was "injured" by the enterprise most of the motives are not determined to cause: not early electric shock. A lot of people think that this thing will not be a long time natural and not take seriously, even the shop opened don't know what the name is.
When the carrier platform for each road to successfully enter the "How to sell" this stage, the drama staged. At this point, the various platforms are busy looking for their own winning strategy, and they have a dramatic choice since the birth of the people began to use the "price war." Taobao get a good deal. When this thing comes out, it is a few joys and sorrows. The large number of traditional companies I have come into contact with is the result of this gathering and the astonishing data presented by the benchmark shops in Taobao. For a traditional business owner, these figures scare him. Really, don't say what double 11, don't say it! Have you ever tried to talk to a traditional business owner about the brand of Taobao shop one day to do 50 million, what is his reaction? For entrepreneurs who didn't have electricity at the time, there were basically two responses: "Psycho!" and "I want it too!"
All right, the era of all the people's electric business has begun. Most people are injured in this period, unknown situation, unclear right and wrong so muddled up the electric quotient, whether it is settled Taobao, or settled in Jingdong, waiting for them is a gourd ecstasy. Originally, Taobao shop is not so simple and fun, the original is not open the shop is someone to buy Ah, the original jingdong cost so high Ah, original ...
Those service companies, which are known as professional agency operators, smell the business, but they also exacerbate the pain of traditional entrepreneurs. Originally some of their own conditions are not enough enterprises were fooled into the ranks of the electrical business. The electric quotient of this period is irrational and the most chaotic. Although the end consumer is the beneficiary, but a penny a cent goods, cheap really can buy good goods?
-Besides the platform system
Each platform has its own set of operating system and rules, which is Taobao and the most prominent cat, not only is the most sound system of all platforms the most clear rules, but also the most hidden traps. Merchants are never aware of Taobao and cat search sort and product presentation and other doorways, you do not need to know, people will not tell you, you just know to continue to invest money on the line. Besides, you may not spend money, such as through train. Jing Dong seemingly humane, there is no rule, but this is the most terrible, there is no rule is the rules, what are people say.
In short, there are so many people injured in the platform system, you opened the shop did not flow, waiter told you to promote, promotion did not deal, waiter tell you to improve conversion rate, you ask how to improve, small two will tell you decorate your shop, plan your product structure, build your team, all kinds, and so on. Really can't tell you a: your family things do not!
-finally say the conditions
Have to say, some enterprises are really not suitable to do the electricity business. is not to say that things are not good, or no market, these are not the problem, the core or its own various conditions do not have, now play the electricity business is not you have goods, goods, field, people, money, indispensable. Although the election to the field, matching goods, find good people, spend the money this thing is almost, but the challenge is more traditional and online vicious conflict and so on.
What is the nature of electricity quotient?
To the field side (platform carrier) practices, as business operators we have no right to interfere. But I simply think: the industry hot discussion of Ma Yun [micro Bo] c2b, Tencent Mobile Electricity quotient, Suning's shop, Beijing East's fast experience, all sorts of, so, these things can be understood as a gimmick; I only believe and always believe one thing: the essence of the electric business model is efficiency!
What the field considers is how to let the user in the first time from the dazzling shelves to find their own products, how to quickly identify and judge the value of products, and how fast and convenient communication and deal, how lightning sent to my doorstep, and how the problem of the first time for me to solve, And how the first time to know your home engaged in marketing activities, and how to facilitate my quick referral to my good friend Zhang and so on ... These considerations are simply directed by vertical search, or C2B reverse demand push and book, or through a social way to obtain a demand, or not convenient to use the PC to pick up the smartphone scan and other models to achieve ... It's all about doing one thing: improving the efficiency of the user.
Consumers in the process of consumer always only two, clear demand and fuzzy demand, and the latter majority. How to make clear demand for users to quickly choose to buy, how to let the users of fuzzy demand quickly clear, this is the current electronic business platform needs to be resolved and upgrade points.
We these operators, only from this angle to understand, can really understand the electrical quotient and the correct understanding of the electrical business. Sincerely hope that the business owners, not blindly follow some concepts and trends, but also not hasty decision to decide some decisions.
The electric business is continuing, and those industries and businesses that are "trampled" need a long time to heal. What other industries have not been charged? What else is going to be hurt? Next time.