Electronic Business "Flash purchase" mode to keep the invisible threshold quality resources more than "left"

From the only goods will release the third quarter earnings (last November 14) so far in half a year, the new trend of the electric business industry began to become popular-"flash purchase" mode became the favorite. For example, where the customer and Li Ning, such as brand cooperation special sales, Dangdang slightly revealed pit Dad's "tail goods sinks" on-line, Jingdong Mall "Flash shopping" debut, brand special selling mode has been a large number of copies. In the scramble to grab the food tail goods market behind, the electric business enterprise's spring has already come?

"Flash purchase" grab the food tail goods market

During this time, the tail goods are very busy. From every customer sincere goods announced open, to do the "whole category of electrical business" began, Jing Dong, when, when, you buy a brand to set up a special channel, and Ali Poly cost-effective "brand Group purchase" channel also appears only, VERO Moda, nine Yang, Chao Acer, Saturday and other shopping malls in the mainstream brand. Annual output of about 500 million pieces of goods, has become the electric business enterprises scramble to grab food objects.

Last year, every customer Prudential product CEO aged frequent contact with traditional brand, and at the beginning of this year will be all customers sincere products to the traditional brand opened. After years of thinking and adjusting, every customer "knows what they can and cannot do," he said. We are aware that for some special categories, where customer prudential products should be open, cooperative mentality to the traditional clothing brand, traditional clothing industry to assume the attitude of learning and cooperation. And where the customer and Li Ning of the special sale, but also for the open strategy of the customer played a dose of strong heart needle.

Similar to the van, Dangdang also will be "tail goods sinks" as a new selling point. Dangdang CEO Guoqing on Weibo said, "Dangdang 2013 clothing target 4.5 billion yuan, when the ' tail of the goods ' is an important war, famous special selling must be 30 percent below!" The entire clothing 400 billion yuan market, the space is very big, when this year strives for the clothing net to buy the first three.

The "invisible threshold" is a test.

Seemingly simple brand discount model, but there is not low "invisible threshold", is a strong brand resources support and management, to obtain competitive sourcing and discounts. In a first-quarter earnings release, the "dedicated website" achieved net revenue of 310.7 million dollars, an increase of 206.8% per cent, and a net profit of 5.8 million dollars. This also makes it officially become the first profitable large-scale purchase-sale type, proprietary. Full network CEO Feng that the only products will team has a strong traditional channel supply chain management of DNA, it is worth the electricity merchants to study hard.

Xiaohui, vice president of the product, said that in the face of many imitators, the only product will not worry about sales were robbed. "We have the industry's largest and most experienced 300 buyers carefully selected products for customers." As of March this year, the cooperation of the brand has more than 6,000, the exclusive agreement has been increased to 800, effectively ensure the brand image at the same time, but also with the brand to establish a trust relationship, to provide consumers with limited exclusive products. "In his view, and other electrical clothing channels mainly through Third-party platform for the delivery of different, only products will be the integration of orders, to achieve a package and a unified service experience."

The shoe service is not in spring

Although a new direction has been found, the industry is not blindly optimistic about the companies that have killed themselves in the selling mode. On the one hand, even if the existing flow can make up for "after the disadvantage", but the acquisition of High-quality brand Resources also need to start over; On the other hand, the form of third-party merchants into the special sale, it is possible to the platform itself experience caused harm.

"From the experience of the past, so many enterprises at the same time to kill into a certain field, the result must be highly competitive and rapid the fittest." This is the case for pharmaceutical and electronic buyers, which is the most obvious example. "An electric operator said that with the intensification of competition and the maturity of consumers ' cognition, the gap between the channel and supplier's bargaining ability and control ability will become more and more obvious." The problem of homogeneity will become more and more serious. Who is in possession of more high-quality resources, who is the "remnant".

Other insiders believe that the "flash-buy" model of business opportunities from the last two years, the production of a large number of shoes and clothing enterprises surplus, with the increase of online sales channels, a large number of offline discount stores, outlets projects, and manufacturing enterprises shrink production lines, reduce inventory pressure, the discount strength of goods will be reduced, supply will be reduced, then "flash purchase" The attractiveness of the model will be greatly compromised.