Electricity trader enters purse share era: User experience is life and death

"Billion power network" if the hands of only the old customers this game chess, then "do not pay attention to the user experience of the electrical business will die" is not alarmist.

Recently, Jingdong Mall quietly set up by the CEO Liu Direct leadership of the "user Experience department", more confirmed the cold winter, the importance of user experience.

"The user experience in the past is just a slogan, but in the new user growth stalled or even negative, it is related to the survival of the power companies." "Insiders believe that the 2013 into the electricity business shuffle year, in the era of the end of the electricity quotient demographic dividend, only the user experience to achieve the ultimate, to revitalize the old users, to cross the wards."

Electricity quotient "wallet share era" arrives

Under the macroeconomic downturn, the impact of consumer budgets, the 2012 online retail market volume of growth, the year-on-year decline in the last year. In particular, the volume of business transactions, from two to three times times in previous years, quickly cooled to one or even lower.

, according to data analyst Cheping, the future growth of independent users will slow down, which will aggravate the competition between the electricity dealers. In particular, the big electric platform, in a number of buyers in the market for their own users, even in every user's online shopping wallet for their share. "The electric dealer has entered the" buyer share "," the wallet share "the time. ”

This means that the future market growth will come from two aspects, one is the development of three or four-line urban users, and the second is the depth of the old users in the saturated areas of mining. At the same time, the price war will gradually withdraw from the main body of the market competition, the promotion of the shopping experience is the decisive factor to stimulate users to repeat purchase.

Prior to that, whether the "815" fraud consumers, or double 11 of the return rate of abnormal high, all of the reputation of the platform to cause damage. The user is moving back and forth between several big electric platform, all the battle's electric quotient platform sales volume increases, but at the expense of user experience and loyalty.

And in the "wallet share" era, the user is willing to pay for the platform, must be the platform to provide differentiated services and different value of brand perception, so that users enjoy the value of the shopping experience.

On the contrary, those who do not have these capabilities will fall into the mire of homogeneous price wars.

Customer experience is difficult and Taobao

According to billion power network observation, the domestic electric business enterprise Weibo or managers of individual micro-blog, is always the number of users complain. Delivery delay, poor customer service attitude, orders were canceled without reason, fake constantly ... It seems that the more you pay attention to the user experience of the electric quotient, the more users are dissatisfied.

How to "improve the user experience" doesn't sound like a slogan? This depends on the company's ability to control upstream manufacturing and downstream consumer services, particularly in relation to supply chains, information development systems, logistics and service management.

Dangdang CEO Guoqing usually respond to user complaints in a timely manner

Jingdong Mall As an example, the previous billions of investment logistics warehousing customer service, or will begin to reveal the effect next year. In particular, the open platform for logistics to use, not only to meet the Beijing-east of its own platform for rapid distribution, but also to support the Third-party Express, for its diversified services to bring a supplement.

Similarly, every guest's "30 days of unconditional return of goods" and Xun "Lightning" is also based on the self-built logistics system to achieve efficient distribution services.

In addition, Taobao and Cat, which has just created a 1 trillion-year turnover, have also made efforts to improve the user experience. Its SNS strategy is to let the merchant and the user form the stronger relation chain, enhances the user stickiness in the social form, stimulates the old user to the platform contribution. Taobao double 12 this year's marketing focus is also focused on training sellers and users of the depth of communication skills, through the level of the more abundant preheating activities, so that more products and services of higher quality sellers surface.

"Some electric companies to the user experience to achieve the ultimate, can be said to the extent of the consumer pampered." is because the operator of the enterprise as a child, really treat customers like God. This is very obvious on Taobao. "One Taobao cosmetics electric Dealer's owner pointed out that Taobao survival environment and perfect industrial chain to complement each other, to motivate sellers better service for users, so as to achieve personal value and platform business value of the total win."

Big brands ignore online user experience

Of course, Taobao market is not every business can maintain the "pro-people" image, some of the international brands in the network sales channels for customers do not show enough respect.

, the flagship of an international sports brand, DSR rating

According to billion power network to understand that these brands through the general generation into the domestic market, after years of meticulous operation, service system has been very mature, and customer demand has a quite profound understanding. But the performance of the online business, but not in the user experience to highlight an international brand should be the style.

For example, some of the big brands of the cat flagship store, its store dynamic rating perennial bright "green" forward (scoring below the industry average), but this will not hinder these big brands participate in the Double 11 of any platform organized activities.

On the other hand, these big brands in dealing with user disputes, the response speed also appears to be quite sluggish, so that its refund, complaints and the number of platform penalties are more than two times. It has always been the style of a big brand.

Analysts believe that the international brand in the field of "indifference" performance, mainly from its online market to the basic electronic Service company agent operation, and on behalf of operating enterprises more focused on sales, rather than the transfer of brand value, the service is not integrated into the brand image of the mold.

On the other hand, the sky cat and other electric operators open platform, to give large brands more lenient yardstick, to some extent, the indulgence of large brands do not value the user experience habits. And in the Dredging brand business and user relations, also hope that the buyer and seller actively "settle", rather than platform determination. This is to care about scoring, ranking of small and medium sellers more spur role, but for the habit of maintaining a high profile brand, the lack of guidance and support.

"Big brands must learn to communicate with online users, and actively improve their electrical business image, or online hard to build brand reputation, it is easy to be destroyed online." "A men's brand electric dealer said.