Every guest wolf's solemn and stirring and worries: foreign brands occupy the official website

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Every guest changed, no longer the original formula, is no longer the familiar taste. Free shipping threshold greatly improved, the website has become unrecognizable, where the customer's own brand and foreign third-party brands mixed together, the streets and office buildings, holding the van where the passenger delivery of the box is less. Often in every customer shopping 30 million Internet users can not help but wonder: what happened to the customer in the end? I love the guests will come back again? Where the hell is the guest going?

-Every guest's vision

Foreign brands occupy the Sir Net

Recently, every guest low-key revision. After the revision of the home is mainly composed of three parts: the left for the Product category box, the middle is the big picture switch, the right side is the product display page. As the layout of the cat is more and more like, so many netizens have spit out that every guest to change all day cat.

Careful observation, where the most of the customer page in the middle of the most eye-catching large advertising switching position to the "great bird" and other foreign brands, click in, where the guests dedicated to the Noble Bird flagship store to do a feature page, display and sales of men and women T-shirt, shoes and so on, and even the bird's "brand Story" and "Product technology" and other exhibitions, It became a noble bird on the official website of the visitors.

Home Ads Toggle Box Visual performance is, 7 ads, there are 3 outside the third party brand. In the category division, also no longer to every customer's own brand, but in the unified category, will be all customers brand and Third-party brands are put together, two platforms have been basically through.

On the right-hand side, the show is Adidas, Nike, Puma, Czech Republic, China, Tang Shi, sen Ma, Han, and many unknown foreign third-party brands.

Because every guest clearly marked out those foreign brands, while the independent brand is very low-key, in the home page shows not marked, so that consumers feel a little confused. "I come to every guest is loyal to every guest's own brand clothing, to the noble birds those brands have no need, but where the home is always hanging a pile of foreign brands, I can not find where the customer's own brand, where the customer seems to have not been the habit of the years we are accustomed to that Dan, Han cold endorsement of the young fast fashion brand", An old user who has been in the audience for more than 4 years is somewhat out of tune.

Free shipping threshold greatly elevated

Accustomed to summer in every customer to buy a pile of VT (every customer T-shirt) Zhu, a few days ago in every guest on the stroll, see every customer T-shirts a lot of 9 yuan, 19 yuan, 29 yuan price, very cheap, on the breath bought 5, the total amount of 105 yuan.

However, in the checkout, she found that every passenger's free shipping threshold has been raised to 158 yuan, to enjoy free shipping, she must make some more alone. "Obviously before every guest is 99 yuan Free shipping, this suddenly rose 59 yuan, it is difficult to accept."

158 yuan for free shipping, Zhu Rage to give up the order.

Review of the Free shipping history of all customers, this time from 99 yuan to 158 yuan, and earlier, all customers need only 59 yuan can be free shipping.

At present, Jingdong Mall proprietary goods free shipping threshold is 39 yuan, when the threshold is free shipping is the self-book category of 38 yuan, department stores and other non-publications 39 yuan, Amazon China is the lowest proprietary goods 29 free shipping. Compared to, where 158 yuan free shipping in the industry is indeed high. At present, the only goods will be free shipping threshold is 288 yuan, Dream Bazaar freight threshold is 180 yuan, higher than every guest, others are lower than van.

In this respect, where the owner of the relevant person said that, compared to all passengers 158 yuan free shipping, although more than department stores, such as high Web site, every customer in the professional clothing dealers on the website of low freight.

However, the 158 yuan high free shipping threshold is still a lot of visitors to the old users of micro-Bo spit trough, in particular, a lot of students ' income is not high, for many years the customer is very emotional, all of a sudden free shipping threshold to enhance their "feel will not love again", sometimes in order to make a single, must force themselves to buy some things that may not need.

At the same time, there is a problem, where the customer introduced the Third-party brands of goods, some do not support the delivery of goods, which makes over the years in the custom of customers to pay the user group is also uncomfortable.

-Internal determination

Aged frequently visit brand business

Familiar with the founder of the old reporters have found that the van who has been at the helm for more than 1 years has not publicly received media interviews, he is also very rare in the electric business sector of the major forums.

Where the hell has he been, what is he doing? Reporters to the company's headquarters in Beijing, hoping to stop aging to understand the status of the guests, but a few times have no work to return.

Where the relevant person in charge of public relations told reporters: "Really, from May to now, Chen always go to the Yangtze River Delta, the Pearl River delta area to visit those clothing brand business, one months to come back once two times." ”

The purpose of the old South is to lobby those traditional brand merchants, the problem is always cited as Hao positioning the internet fashion Fast brand van, why suddenly eager to ask those traditional clothing brand merchants into the van?

Wolf is at the expense of

As a matter of fact, the changes that the outside world feel are the first to start inside the guest.

This May, aged to make a decision: Every guest 2013 years of strategic focus is: open and cooperation. Old said that from 2011 to 2012 experience, every customer is a closed system, no guest is not to do all the category. So 2013, the first strategy of cooperation and openness for the guests.

Concrete measures, first of all, where the customer will be unable to force the category let out, give high-quality resources to display space, secondly, their own advantage category orders to other enterprises. Moreover, strengthens with other has the individuality brand cooperation. After the first three types of cooperation, where customers are willing to cooperate with enterprises to carry out capital and resources cooperation.

For the whole company to see

To his determination, at the end of May this year, every guest's head of the business department attended the meeting, aging again stressed that each business department to accelerate the introduction of external brands, he explicitly shouted "We are to Wolf" slogan. In order to "Wolf", aging has shown great determination and sincerity. In the introduction of the choice of brands, where the customer also did not emphasize and every customer complementary. "Your competitiveness cannot be formed under closed doors," he says. "If any guest's products fall under the competition, it means" you deserve to die. "

Ageing's resolve is to drive a transformation that radically alters the business model of the company. At present, any customer-prudential products, the official online, has about one-third of the page layout to the third party clothing brand, even in Baidu search "" "," KAPPA "and other brand names, where the entrance of the customer Prudential Products ranked in the forefront. This means that customers will not only divert the original huge flow of traffic to third parties, but also in their own pockets for these brands to purchase traffic.

Previously, according to Xu Xiaohui, vice president of the company revealed that at present, every passenger sales, already 30% from the third party brand, where the profit model is from the Third-party brand sales of 5% Commission. This year, the guests will continue to expand the introduction of Third-party brands, to become a cat, the Beijing-East and other integrated electric platform competition platform.

However, the old clear, open platform does not mean that is fully platform. Old stressed that, where the main characteristics of customer-Prudential is an Internet owned brand company. Every guest has been insisting on branding since the day it was released 6 years ago. The opening and cooperation of customers will not affect the development of their own brands.

-Hidden fears of brand-impaired users fleeing

According to the official disclosure of the data show that at present, where the customer's own brand and third party brand ratio is 7:3, where the future private brand and third party brand ideal state ratio should be 5:5, each accounted for half. This means that the future users will also see more foreign brands into the visitors, the proportion of their own brands will be lower.

Although the current customers do not disclose the transformation platform after the changes in the number of consumers, but the outside world agreed that this profit is the risk of any customer's own brand reputation damage and the risks of consumers leaving.

A guest user said that he had not been to every customer for a long time to buy things, because he has graduated from work, feel that the clothing taste and quality of customers can not meet their needs.

And another female where customers found in every guest after the revision, incredibly feel "feeling very hurt", where the customer is not so pure van, more than so many other brands, "I am 23 years old, how can you go to buy a bird?"

In addition to the growth of the original user to leave the visitors, the inherent young users also feel that this year has rarely heard the voice of every guest, and rarely see the ads bombing the van. Many users buy clothes are followed by the day cat, Beijing East Those big festivals to focus on shopping.

"Where the customer belongs to the Internet fast brand, Fast brand strategy is the brand marketing advertising strategy, if every guest a year without advertising, I am afraid to know it will be very few people." Liu Minhua, the electric-business observer, said bluntly.

In the "2012 China Business Market Scale Report" published by Eric, the market share of customers is 1.2%, located in the cat, Jingdong Mall, Suning easy to buy, Tencent, Amazon China, when, Gome online and so on, ranked tenth. Where customers are the first 10 of the only independent brands of electric Power, the other nine are platform-type or channel-type electric dealers.

The same is the data published by Eric "2013q2 China's customer shopping website Trading scale market share TOP10", where the goods, although still ranked tenth, but the share of the market fell to 0.7%, compared with the end of last year's 1.2%, a sharp decline of 0.5%.

In the face of the old users do not buy, where the relevant responsible person said, this year, where customers in the fashion of goods and styles have done a rich and strengthened. In the platform of innovation, where customers realize the micro-letter platform shopping. In addition, from 2013 onwards, customers have strengthened their own products under the line preview brand activities.

Outsiders believe that the above measures are actually in making up for foreign brands to increase the user and every customer brand damage, but the effect, only the guests know.

-Industry pulse to survive to have a future

For every guest of all kinds of "vision", well-known electric business commentator Li Chengdong said, it is clear that to improve the free shipping threshold, the introduction of foreign brands to take the open road, these indications are that every customer in the search for profit as soon as possible, "plainly, that is, where guests have to survive before the future

Li Chengdong said that every customer in 2011 committed a "Great leap Forward" error, category blind expansion caused by the backlog of up to billions of, huge losses, once out of the risk of a broken capital chain. In November 2011, after the IPO abortion, aging began to lead every guest to reflect on these issues, and timely mend, contraction front, optimize staff structure, centralized digestion inventory, 2012 every customer almost did a year of clear inventory promotional work.

At present, all customers have been six financing, to get 422 million of dollars in venture capital. Every guest has passed the money of the burning wind to do the large-scale stage, if the loss continues to expand, there is no venture capital to add in, where customers can only rely on their own blood, for an early profit, in the electric business giant Jingdong, the cat, when, Amazon China and so on, first survive.

Wang Penghui, a senior Internet analyst, says he supports a platform for customers, because it can meet the needs of users, on the other hand can become the remaining flow, the both worlds. And, after all, every customer is the door business, we have to consider profit, adhere to the pure independent brand will die, why not transformation?

Li Chengdong points out that every guest's rush to profit is largely for the IPO, he said that only after the IPO financing every customer can get respite, will not become "martyrs", "if the former customers to reduce commodity category and line of business is doing division, so now every customer in mobile innovation and overseas is to do multiplication, Some product line pull out is doing addition, merging some lines of business is to do subtraction, this two years time, every customer did not less do subtraction. In the four quarter last year, where the customer claims to have been profitable, it seems this year is really for the IPO to pave the ground. ”

-Industry dilemma

Vertical electric dealers fall in batches

In fact, the plight of customers is also reflected in the overall fate of China's vertical manufacturers of electricity.

Since last year, vertical electric dealers have suffered from the collapse and sale of the tide. Shanda's product poly-nets, socks, cotton network, life Department of Consumer Electronics after Matt, specialty electrical and commercial earth Amoy Network, Fashion Department of the website Yao Point 100 are closed down.

and a small number of surviving vertical electric dealers in order to avoid the same fate had to commit to a large comprehensive electricity business, the large mother and child products shopping website Red children are easy to buy by Suning 60 million dollar mergers and acquisitions, the first time sold to Van.

At present, the market, the footwear vertical electric business good buy and Le Amoy days are also very hard, had to settle in Beijing east, the cat and other giants, and suffered layoffs and contraction, many senior executives have resigned.

Vertical electric dealers seem to be out of business. Every customer as the largest vertical electric dealer, also encounter escape, and now encountered a transformation of the big Ridge. So why did the vertical electric dealer suffer so miserably? Where are their future?

Internet analyst Jie points out that the decline of the vertical electric quotient is an external economic downturn, it influences the financing environment of the vertical electric dealer; second, the vertical electric operator is too slow, some entrepreneurs still lucky, in a drastic change in the market strategy, the rhythm of their own supply chain was destroyed; third, Beijing East, Suning, Days, such as the cat and several major channel platform for users to compete, increasing the cost of independent procurement of vertical electric operators, can only rely on other large platforms and live. It is reported that the vertical electric business to obtain a new customer marketing costs at least 120 yuan or more, for some small vertical electric operators, this high cost of marketing is almost impossible for them to bear. This year, he predicts, the vertical group will fall again.

Ruzenwang, a prominent electric dealer commentator, also said that the vertical consumer electric dealers continue to shrink this year, like Fank as pure Walk the path of their own brands, supply chain costs are too high, the profit is very difficult, and simple own-brand commodity categories are few, can not attract enough users. Therefore, he is in favor of the customer transformation into a private brand + platform practices, they can not do to the third party brand, to meet the needs of more users. However, he pointed out that no one can make their own "kitten", then there is no value. Every customer still wants to maintain the brand positioning and product feeling that they have formed over the years, and find the route of differentiated competition.

The model meaning of the self-help of every guest

Li Chengdong pointed out that the vertical electric business in China under such a competitive environment to survive, we have to choose "Small and beautiful", not to large, to achieve a healthy model, you can profit, but want to make a big listing some difficulties. First, a certain scale of viscous users, and secondly, to really do deep through an industry, from brand positioning, brand imagination, brand communication, to product design, packaging, development, filling, delivery cycle, need to have a professional, even in the field of suppliers must have a certain bargaining power.

Specific to the self-redemption path of every guest, where the guests related to the person said that the future is to create a fashion brand empire, a fashion brand group. At present, every customer wants more learning and learn from the Belle model, that is, the combination of private brand and retail channels, a similar to the "online hundred Li" model. Where customers want to do brand groups, rather than a simple brand-name add-electricity business.

Where the customer's positioning seems to be complex: from selling shirts to through the category expansion platform, then to return to the brand, and then began to test the level table. In the outside world, this is a typical strategic swing. However, for every visitor who walks the road, NOP founder Liu Yan had an accurate evaluation: "Every customer toss a circle and return to the essence of brand positioning, in fact, I think this is where the smart place, the law must exist, but we have to look at it dynamically rather than static." Dare to challenge the rules of the law of the loophole, and in its anger before the initiative to comply with it, this can profit, the company can not be a big rule. As the European Ares Napoleon said: Offense, attack, retreat. ”

If he does not succeed, he will be victorious. Regardless of the outcome of the customer's self-help, for stranded in the search for the way out of the vertical electric quotient, have a certain model significance.

Beijing Times reporter Li bin the Jinghua Times charting what will