Electricity Quotient 2.0: small but the US electric dealer's five kinds of reliable play

The early development stage of e-commerce is often called "e-commerce 1.0" or "rugged electric dealer". The typical shopping experience is that the user enters a keyword in the search box and the company tells you the results of the matching query. The era eventually dominated by two big online giants, Amazon and ebay. By now, this traditional e-business is no longer an area for beginners to enter, because it requires a lot of money and a very experienced management team. And because retail margins are so meagre, many e-commerce companies are sometimes more miserable.

In the last two years, e-commerce has begun to develop rapidly into subdivision and model innovation, which is called "E-commerce 2.0" or "Everyone's E-commerce". Talented and innovative players are pioneering new e-business technologies and models, comprehensive, 2012 more mature models and trends are: monthly order

Door-to-door service, and users play psychological warfare of the reverse pricing model, game of the electrical business design, social factors everywhere, line down to the unified and fuzzy and so on.

Monthly Order Mode

As a direct embodiment of experiential shopping, monthly subscription is a very direct new model. The specific way is, the user pays a certain fee in advance every month, the company will send you the specific product on time. Of course, the "month" in this pattern is just a common variable, and in particular it is ordered by consumption frequency. From this perspective, "monthly subscription" mode eliminates duplication of search, selection, payment links, let us put more energy to use it.

The monthly order mode was born in 2011 and grew rapidly in 2012, has been in many vertical areas to achieve greater success, covering the category also from the early standardization of rapid extinction products to various levels of personalized customization.

This innovation from shopping guide to buying to consuming three levels is known as "2012-year group purchase", and even the online giant Wal-Mart has begun small-scale testing in the food field. Whether it is a standardized fast-selling or personalized customized system, many electric companies have obtained millions of or even tens of millions of dollars of financing, domestic also have water testing enterprises, but the general volume of small, concentrated in cosmetics, toys and other fields.

At present this model was born a group of more famous star pioneering company.

Founded in 2010, Birchbox is a pioneer in the monthly subscription mode in the Cosmetics field, which regularly sends women such as Stila, Kiehl "s, benefit these well-known brands of cosmetics and beauty products, is currently extended to the field of men's care and household products), Dating service becouply, and support the March, half a year, such as the different cycle of service, very popular with users.

Becouply provides a very popular service appointment. Customers pay 149 dollars a month, becouply will arrange a unique romantic and warm date each month. These 149 dollars include all the costs of a date, including a romantic date dinner and drinks, a unique dating experience (such as a warm spa bath or a gallery tour), which is now very popular with becouply limousine service.

Second, C2B reverse pricing

As the mode of C2B production and marketing reversal in the most sensitive field of price, the reverse pricing mode mainly uses psychological game by the user given the price, the merchant chooses whether accept, if accept, then can deal. Of course, the composition of psychological game is very large, users can not be arbitrarily given prices. The idea of "the most willing to pay high prices" is also making this model acceptable to businesses.

On the other hand, reverse pricing itself is not a new concept, it is a traditional marketing field through the prediction and analysis of user psychological price to promote and pricing mode, and as a link between production and marketing transformation, the current reverse pricing model has been extended to a broader range of products and services.

At present, this C2B reverse pricing model is mainly used in the field of consumer services, the standardization of products is not much (sometimes in a promotional mode, such as Tencent micro-store forwarding price reduction). In the hotel, the concert service as well as the high-end consumer goods and so on mode, all birth the more mature company.

Founded in 1998, Priceline is one of the "originator" of this field. Founder Jay Walker early applied for a business method patent called the "Self-Service pricing system". It allows you to mark out the tickets and hotel prices that you are willing to make on the internet, and then priceline the airline or hotel that is willing to accept the offer in your own computer database. Simply put, the buyer first bids and then see if there are any sellers. Once the seller is found and the transaction is made, Priceline will be Priceline to earn the difference if the actual price obtained from the supplier is lower than that of the consumer, while the fee is charged to the buyer and a commission is received from the seller. This aspect of the domestic to where the net has a direct reference.

Third, social shopping elements

Social shopping was once dismissed as a "pseudo proposition" by the industry and the media, but the ubiquity of social networks, the electric-business model based on social networking or social elements, is far from extinct. This kind of shopping behavior based on the social network graph or the interest map is naturally in line with people's demand for shopping, even as a stand-alone model is still thin, but it is a large number of small electric operators essential modules and factors. According to Wired magazine, 90% of online shopping is influenced by social networks in varying degrees, and social networks have a growing influence on commodity sales.

What are the ways to do social shopping as a standard model?

The first thing that comes out of the country is Facebook-based shopping, also known as F-commerce. Behind it is its current 75 million-odd user group, which produces more than 4.5 million events or activities per month. Facebook itself has launched a group buying business deals, a service offers for local businesses, and consumer-facing gift-buying services and "wish-list" services, which can be transmitted naturally from Facebook. Of course, F-commerce more refers to the interactive marketing of brand makers on Facebook. There are many successes and failures in this area.

Pinterest mode is mainly based on the interest map of users into E-commerce sites, and gradually formed a unique social shopping model. In addition, the "spoiled shopping" originated in Japan, allowing women to collect their favorite items and send them to men for purchase.

In addition to these patterns, which directly bind themselves to social networks such as Facebook and Twitter, the shopping patterns of social attributes are not not.

Lyst is a social shopping and merchandise bookmarking site for the fashion sector. Specifically, it is B2B2C Shopping guide mode. It allows users to track (Follow) updated information about their favorite designers, boutiques and blogs, depending on their personal preferences. First, the user selects the country in which they are located, and then the site automatically filters out the items that support the sale to the area, where the user can choose the design style of interest according to their preferences and add them to their lyst (bookmarks/lists). Many designers are very welcome to this.

Four, the game of shopping experience

The gaming trend in the field of electronic commerce refers to the design of some interesting game factors that can enhance the user's emotional experience during the whole process of e-commerce shopping. This subtle emotional design can better capture the user's heart. After all, in addition to simply rely on the game itself to retain customers, game design more important point is, through the creation of such a relaxed atmosphere of entertainment, can make the mood of customers become comfortable, so unconsciously it and those relatively orthodox, serious E-commerce site contrast, generate a goodwill.

Little Black Bag This e-commerce site model is this: first, users to participate in the site's fashion survey to let the site understand the user's preferences, and then order a monthly value of 59.95 dollars or 49.95 dollar virtual bag. There are 3 items in the bag, one can be seen immediately, and the other two to be seen after the order. If the user sees later does not like may exchange with other users, if does not want to exchange then may skip the month the expense. If consumption is confirmed, the company will mail you the goods. The whole shopping process of the game factor is your order before the specific items only not, half. The site received 2.75 million dollars in investment.

Also some brands themselves began to explore in this area. Gap Group in early 2009 for its low-cost Volkswagen brand Old Navy (Oldnavy) launched a website called oldnavyweekly, will be a week for a period of fixed a certain number of different types of single shopping coupons. And, these coupons are not simply listed on the site, but let users on the site through the "Treasure hunt" way to do some very simple games, such as the user through the mouse to match the different tops and trousers may find different types of coupons.

In addition, there are really small games to attract users. The Electric business website HSN last year has launched mainly includes puzzles, the word, the nine Sudoku, 21 points and so on 25 games, supports them to watch HSN video side to play the game in the same page. Of course, many of these games are custom like jigsaw puzzle Today "s Special puzzle inside the pattern is HSN above is selling goods. Every day in the early hours of the night, they will put a new picture on the shelves, as long as you can beat other netizens, the first spell completed this map, you can get the product free or low price, and can win gift certificates.

Fuzzy on line and line

There have been many topics to talk about in the field of O2O, and there have been a lot of attempts, especially with the outbreak of mobile terminals and mobile internet, and the tendency of entrepreneurs and service providers from all fields to "move everything down the line." Greedy users always expect online shopping experience to be as comfortable as offline shopping, and expect offline shopping to be as quick and easy as the line. According to the study, consumers value technology that makes shopping easier, 63% of respondents are interested in hand-held scanners, while 45% of respondents are interested in store kiosk.

Go to the place where the customer is (offline) and try to find a way to circumvent Google's tight grip on online shopping This is one of the most coveted and O2O of many entrepreneurs.

But in fact, the Internet technology and the concept of "subversive" is not so overbearing, online and offline is not two must be directly separate concept. In addition to the typical O2O, there is a tendency to gradually blur the division.

On the one hand channel chain change. This is easy to understand, not too dogmatic adherence to the idea of creating "virtual" companies. Can take the road of multi-channel development, to increase the profit to use, increase inventory to test the line of sales channels. Specific attempts and cases include traditional department stores (footwear and eyeglasses company Toms), Mobile Store (FAB), multi-level sales team (Jewelry Direct marketing company Stella and Dot), embedded showroom (Warby Parker) and offline service network (high-end apparel custom website J. Hillburn).

The other is the reality enhancement and the interactive technology causes the clothing, the probation and so on line completes the procedure also gradually goes to the line, and is more mature, but the social network can accept the real-time appraisal from the friend. This kind of clone from the offline mode subversion user's shopping experience, and the technology is more and more mature, at present even has the support cosmetic online effect simulation and so on the service appears.

Due to the nature of the electrical business is to provide a display and shopping platform, most of the production of goods, warehousing, transportation, consumption and use of the links have occurred online, and with the outbreak of mobile internet, this convergence and ambiguity is becoming ubiquitous.