Electricity Quotient 2015 forecast: The brand electric trader is worth worrying several places

"Are you still excited about being an electric dealer?" "I have recently been half joking to ask a friend," a friend sighed, "Tired of staring at sales figures all day."

Since the second half of 2013, I have a strong feeling, from the media practitioner point of view, the electric business news dividend has gradually disappeared, the industry has no longer enjoy the scenery unlimited passion years. What you can feel is countless day and night, a group of people around the flow, conversion rate, repurchase rate, efficiency and supply chain and other background data, endure, struggling.

By the year 2014, with the Beijing-east, Ali listed, the big platform has been set, the vertical electric business back to the fundamentals, the electrical business has become more and more like a traditional industry, or simply the electric business industry is becoming irrelevant, this is the reality of all electric traders are facing.

We also have to endure a kind of panic, it comes from the mobile Internet's speed evolution, the rise of the theory, content and marketing complex changes and so on many aspects, even the age of senior practitioners has become a challenge.

Things have to be done, so if you have to make a prediction for 2015 years, I would prefer to write a little sentimental thoughts from the big trends and the choices of the electric business practitioners:

1, if you are still in the large platform body, unfortunately, the 2015 big platform between the fierce fighting will be more intense

All the big platforms are selling cabbage shelves, selling white powder heart, that is, with low profits and even free business to attract traffic, and ultimately through advertising, finance, technical services and other value-added business to earn money. So you'll find bat, Jingdong and other large platforms have entered the state of anxiety, mutual access to each other's territory, in a number of high-value potential areas, such as Internet finance, Internet education, O2O, medicine, automobiles, tourism, home furnishings, smart hardware and other fields, the competition for several flat Taiwanese businessmen will become increasingly fierce.

For people outside the platform, the upside is that you're going to have a bonus period for capital and services, and the downside is that you might want to measure the problem of alignment.

For the people in the platform, the difficulties are not without. For example, strong products, to bite the bullet to do a variety of operations, the operation of the strong, the boss forced to do products, but not enough to give the incubation patience. My own observation is that, whenever you do a certain high, most will eventually choose to leave the big platform, this is the natural result of succession, but also a platform bottleneck of the helpless.

2, congratulations, you can usher in a good era of entrepreneurship, although entrepreneurship is escape, but now the trial and error cost and entrepreneurial environment than before, to improve a lot

The last few days to see Wu Xiaobo teachers are also predicting the 2015 economic trend, his judgment is that we will usher in the fourth wave of entrepreneurial tide, mostly for the younger, the new, gathered in the region in the field of consumer and Internet. Previously verified entrepreneurial tide was in 1984, 1992 South Patrol and 1999 Internet wave.

This wave of entrepreneurial boom has roughly two of my favorite places to watch:

First, Ali, Jingdong and other large platform executives in the IPO after the venture or investment tide, not surprisingly, they will be in the Internet Platform experience and connections applied to the new entrepreneurial field, energy is naturally added to the blessing.

The second is the opportunity that the consumer upgrades brings. The current consumption upgrade can be understood from two angles, one is to belong to some people or specific areas to enjoy the service of civilians, O2O door-to-door, car service is an example, this is my optimistic easy to use cars, the United States home and other start-up companies, the second is to reduce the dimensions of the attack, Using Internet thinking to remake traditional services, this is a cross-border strike, almost every segment of the industry will appear a subversive, not because the Internet companies have a lot of cattle, more traditional service providers for many years did not upgrade the motivation (such as car rental, home improvement, beauty, etc.), Consumers will be willing to pay an extra premium for good service or special products. As a result, a subversive who does a little better than the traditional forces will be able to gain a leading edge.

3, talk about the brand of the electrical business is worth worrying about a few places

High SKU, lack of explosion, no tone of the brand, will not be the quality of the explosion of the electrical business defeated? Why millet, Uniqlo can be in their respective areas of "basic" sweeping opponents, why the brand like seven Wolves to do a single product explosion attempt, which shows that the importance of the product is more than the brand, users will be through the product to recognize the brand and generate loyalty, rather than your ads or coupons, otherwise there will not be some brand " The strange phenomenon that does not promote not to sell.

The user's community, the fine differentiation is the net buys the population dividend to slow down, everybody all encounters one problem. Like Han's clothing house, the Mann and so on are doing the new content marketing, including does target the subdivision crowd's son brand, even plays out the adjustment, constructs the community atmosphere.

Is it good or bad when the moving end is gradually rising? Many people are willing to High-profile announced their mobile end accounted for, but do not realize that the pressure also followed, the mobile end seems to be more suitable for the quality of the product explosion, deep inventory, business logic and PC-side difference is great. In addition, brand operators also need to appear on various mobile end of the "stream", for example, social, video, pictures and so on when the use of the new app is growing, brand merchants need to be in the way of information flow into it, but these mobile channels is just cross-border, fragmented, and how to do the integration, operating back-end how to manage?

4, "to the center" more and more like a pseudo proposition, to center is not a center, but to choose a higher free connection, more efficient operation of the center

Micro-trust electric business once let Ma Yun are very nervous, pocket shopping also because of the introduction of "micro-shop" app to get the favor of the capital side, carving Ye's beaver home also said that the liberation of craftsmen, Baidu also want to do "connecting all people and services", Jing-dong Pat is also running to the center of the path ... It seems that "go-center" has become a standard component of a dream to reinvent the platform, and the problem is that it's not a complete elimination center (intermediary), it's more like destroying traditional intermediaries and creating a new hill.

So, to mediate the core has two, one is to reduce the desire of the center node to the extreme, weakening to such as water and electricity in general, to provide a more free connectivity, rather than the traditional sense of the recommendation, advertising, etc., the second is to improve efficiency, at least you are more than the traditional intermediary in information transmission and resource matching, to achieve faster and more reasonable.

Only for the micro-shop, the micro-business, C, small B and big B goods are there, the service industry fixed assets, free time is also there, who can help them solve the problem of efficiency, so that goods or services to the minimum cost, the shortest path flow, who is the "central" trend of the real winners.

Therefore, it is possible to fall a group of companies playing the banner of "going Central", but unable to solve the problem of free connectivity and operational efficiency, I hope this is just a speculation.