Electricity quotient is not a channel

Many of the company's electrical business departments are designated as the new channel department, just marketing 4P in a p--channel (place), not necessarily so myth.　　This view is a great waste of Internet resources.　　Text/Feng Huaqui the opportunity to re-enter the oil in the domestic is a new category, Meng began to do in 2006, opened more than 100 counters, but still only the second to third place, the first one than he started two years ago, Liv and the gap is very large, never to its 20%. You know, offline retail development slow, want to do in the shopping malls, even if you have a lot of money is not used, because into the mall to queue, a year only adjusted two times, it is difficult to explode the growth.　　Meng Awake if according to the regular play, do not know how much money to invest in a few years to go beyond the first place. Every commercial revolution, is the opportunity to re-enter the queue, only to seize the historical opportunity of the people to achieve the curve overtaking.　　And in this era of revolution, we must play with the revolution. September 2009, Meng began to do Taobao shop, was completely out of amateurs psychology. A friend to help write a promotional blog, 7 days sold 200,000 yuan.　　In an instant, Meng is really fierce (then) wake up: E-commerce outbreak point began to come, this is their own opportunity to transcend. Start a team and distract yourself.　　Two years later, on Taobao, Liv accounted for 80% of the essential oil market share, Taobao is the category of the second to the tenth total, and surpassed the line first. What did he do?　　It's about his business logic.　　What new value did the electric dealer create?　　Meng Awake, since the number of "carving ye", obsessed with innovation, often shocking theory, in the community has a lot of fans. He did not regard the electric dealer as a channel, also did not just position himself as a sell the essential oil brand, in the Internet this revolutionary era, he thought is the electronic commerce to the consumer actually to provide what new value?　　Instead of one more channel problem. Now, the best thing to do is Jingdong (Weibo), what new customer value does Jingdong provide? Cheap？ Convenient？ There used to be a price advantage, and now there is no;　　In addition to the two, Jingdong did not offer any new value. Therefore, Jingdong is only 1.0 version of E-commerce, it only provides convenience, cheap. Is this the core of E-commerce?　　Definitely not. Meng is ready to try to create new value for customers in every aspect of the electricity business.　　Their express delivery to customers, take out a pair of poker, so that customers smoke a, if the king will be free of the single, pumping 50 percent, such a game so that customers are surprised and excited, in order to play the games will be next single, express into the entertainment industry.　　Is this going to lose a lot of money? Although at first they do not know how much money will be paid, but only for fun to do, Express is not a simple delivery, but can entertain customers and the on-site development of new customers shopping guide.　　This is no longer a question of losing money. A general office will have more than 20 women, may be online shopping is one, but express delivery and draw poker, there are surprises, don'tPeople come together (if the boss is not in), do not tube what to draw, there are strange gifts, this creates the office of Word-of-mouth spread seeds.　　You know, in every office there is a woman who can be fooled. In addition, the courier also on-site micro-group purchase.　　As long as the scene to pull a companion to buy something, there are extra small discounts or small gifts.　　Now the electricity quotient, the new customer obtains the cost to explode high, the cosmetics enterprise obtains a new customer to need 100 pieces on Taobao, The courier as long as one day develops a new guest, the day's salary comes out, the development two new guest, will make the big profit.　　Moreover, the courier must not wear dirty clothes to send, but dressed as a cartoon pattern of clothing, for 80, a sudden, a so kind of a courier, she will be very surprised. Internet shopping also have trouble, you can try online, but not online, how to do? Creating value in troubled places is innovation.　　They are in the package will be a small sample, sometimes send five or six samples, consumers buy a free try multiple, this is a little surprise. In Meng's view, the essence of the cosmetics industry is entertainment, why do women use cosmetics? For joy! The woman looked at the crow's feet on her face, but smiled as she wiped the makeup. So to bring happiness to customers is the place of value, it is said that the customer service manager of Liv has a name, called the chief surprise officer, not regularly selected customers to give small gifts, so that customers receive unexpected surprises.　　This effort to tap into the new value allows them to grow fast.　　Through sexual play now, an annual sales of 150 million yuan, relying on the fast cash flow on the line, they put the money on the line to the supply line for advertising, such as travel satellite TV, Hunan Satellite TV, the media, etc., in the cosmetics industry, your advertising hit the more ruthless, the more confident agents, the more willing to open the shop.　　Many people say, Online has official website, there are more than 100 offline counters, online products or offline 80 percent, agents can agree? Yes, Liv's agents are often yelling, especially when the line on the activities of the time, but also complaints.　　However, the general shout loudest, often channeling the most goods, because the official mall hit the biggest is his taobao on the fleeing goods. Will they really resist? In fact, the so-called price conflict does not affect much, is the issue of public opinion. Shopping in the mall people do not buy the internet basically, and the people who buy things online rarely go offline to buy, there is no overlap.　　Many of the offline giants, the plate is too big, motionless billions of, online again a good year to do a billion, the turnover to do a good job in the total plate less than 5%, he also cannot make this determination.　　Now, many agents take the initiative to find cooperation, resources out of funds in the store to open a special counter, to know the more counters, it means that the higher the brand visibility, brand image better, Liv is now to take the funds downstream to do their own brand image. Now the TV series popular through the subject matter, Meng to own this set of practices called through sexual play, online funding support line to open up agents, offline counters and feed online brand value, thusEasy to achieve beyond. Freak Club Everyone may be very strange, this Meng woke up to so many strange strokes? Incredibly can the customer coax so happy, Meng self-proclaimed Freak Club chairman, at the beginning, is Meng awake in think some innovation, but later, basically are the team to engage in creativity.　　The basis of their innovation is never how much I have to sell, but what surprises I can bring to my customers. They do not clock out, no KPI, their assessment is who can't finish the task who drill table, all finished the task, the Chairman drilled the table, the staff often after watching the small theater to the night after 9 o'clock to the company overtime, they have to work as a play; But almost no one has been deducted from the salary, but is 5 to 10 times a year of processing funds (one hundred or two hundred) opportunities; they see LV as Donkey Card, who take a LV will be ridiculed, they live in small groups of the narrow masses of the aesthetic. It is such a group of "freaks" let drift net of the consumer love extremely, let this brand in 2 years, from 0 to do 150 million.　　A singular team will have these fantastic innovations. Why do many traditional enterprises do not do well?　　In fact, in the period of business change, is a small brand to achieve a great opportunity to go beyond, but, many small enterprises look at the big enterprises follow, large enterprises to the electric business as a channel, small enterprises also follow the rules that the electricity quotient is a p (place), that how can beyond?　　The internet is not to let the product change a channel, but let the thinking change an angle. Creating value in troubled places is innovation. They are in the package will be a small sample, sometimes send five or six samples, consumers buy a free try multiple, this is a little surprise.