Flash shopping, it's not that simple!

A "only product will reverse the secret" let the whole Chinese electricity business boiling, this interview-style article gives a set of enviable data: it sells clothing and other goods average customer price of only 200 yuan, one months of sales are nearly 1 billion yuan; the only product will be released 2012 full year gross profit margin of 22.4% , as of April 5, 2013, the market value of 1.684 billion USD (equivalent to five Dangdang). The data have finally found the entire Chinese power business to find another way to profit under the system of B2B2C, with the exception of the Sky Cat, even own brand of every guest also sank, in the evening of April 8 and Li Ning directly in the opening of a special topic directly to the clearance of 19 yuan to sell, from ordinary consumers, The response was enthusiastic, just a few hours on a grab and empty, until the next day to see the related goods, only hundreds of yuan of merchandise. Then again, there are businessmen to me to inquire about the real sales. Does this mean that flash shopping for China's current high inventory of brand businesses, especially department stores category has a huge attraction, as long as the platform can generate sales, rapid clearing warehouse, on!

In such a high inventory environment, under the line each department store discount promotion unceasingly, by the discount chain start the top grade discount day also unusually moistens, even its line top grade discount mall also becomes the traditional enterprise to enter the electric business successful model, in the industry as the typical case study, the recent revision also to only the product will be on par. Only in the past few years the entire home page of the banner to all the operators of the operation of experts and resources to launch the challenge, what page layout, what activities planning, what product features, what ue/ui in the only product will be banner torn out of the whole, and in a small corner, To create the myth that today cannot be subverted, is known as the reverse attack is never too. The rest is the analysis of hindsight, these analysis is not to hit the key of the Flash shopping dare not to raved, but by virtue of the only product will be tracking and gradually close contact (continuous colleagues to join the only product will, but many things are still tight-lipped, unusually low-key), As well as the traditional retail and electrical business experience to see where it is easy to buy flash?

Why only the goods will do the boss of this field, and successfully listed? Can it be explained simply by the word "business model"? In addition to the business model itself, more is the mode of Kung Fu, listing two points:

Short-term sales are destined to operate in a way that is known to the supply chain, rather than marketing-driven or simply capital-driven, price-driven is inevitable, but this price-driven and Taobao imitation goods, fakes; day cat brand concentration period discount (double 11); Beijing East's profit subsidy is different. Flash purchase is based on a large number of scattered and miscellaneous brands and categories on the basis of long-term stable discount limited-time sales model, the specific capabilities embodied in the following areas:

One, more brands: Due to discount limited sales of brands are intermittent, then as a flash mode of the site, must be in the shortest possible time to have enough brands to introduce, this than the cat and Jingdong Pop shop to introduce more brands and faster, because time waits for no man, If the site banner because the brand introduction speed is not fast enough to lead to less, for the flash site is a disaster, the user stickiness will be quickly reduced. How to quickly introduce sales of good brands, not only test the procurement team's resources and experience accumulation, as well as the process on the fast. The second is that the process can adapt to China's distribution, agent, consignment, bulk wholesale, collection, buyout and other forms of access to warehouse goods.

Second, the brand merchants more rapid settlement and return Exchange treatment: This aspect is the need to establish a sound system and process to carry out, on the one hand, it is necessary to quickly deal with the sale of goods, on the one hand, the risk can be pressed by the settlement system. In addition to the system and process, is to build an efficient IT system, if you want to do in the flash mode of sales of 1 billion months, there is no suitable for the flash-purchase characteristics of IT systems, is simply unimaginable.

Third, personnel capacity requirements: the public data show only the largest department of the Ministry of Commerce, in fact, is a collection of procurement and selection of key departments. In the day cat such a platform, more people are technicians, in order to ensure the stability of the platform and new functions are constantly being developed for flow diversion, to ensure that the cat can better distribute traffic to make businesses benefit; second is the small two (that is, operators), such people and businesses directly to find dealings with the platform-type activities and category activities mainly, They will also choose the product, but the demand is not so high, after all, a project activity in a week or one months. Flash shopping is basically a week or even only one or two days, if the selection is not good, a few times, the user viscosity will quickly reduce the cost of marketing immediately rise. Therefore, most of the goods will be selected master rather than the operation or marketing master.

Four, the storage dynamic operation ability: Because does the limited limit special sale, the SKU change is quite fast. This puts a higher demand on the management of warehousing, from IT system to the sorting of goods, then to the final payment reconciliation with the supplier. Basically every 7 days only goods will be stored in the goods will be replaced, and jingdong such as the need for 20 days.

Five, brand dynamic management: For the general sales of the Business Mall, the brand of the change in around 20% has been a relatively large adjustment, especially the system of mining and marketing. But for the brand to clear inventory, which platform can be clear inventory, on which platform, then the brand migration cost is very low, you can move from this platform to another brand, especially in the case of high inventory capital pressure is so. How to achieve effective management under the dynamic situation of the brand, with the corresponding policy to support becomes very important, this is a very big challenge for the general sales of the business.

Six, the user migration cost is low: and buys is different is the flash purchase is limited limit, the group purchase mainly is limited. So how to let the user form every day to see the shopping habits, how in the constant formation of the vast amount of users is simply the home page banner can let them all find their favorite brand or merchandise, this to the management of CRM put forward a huge challenge. So the only thing I know is to send EDM most of the electric company, this is also the originator of the American Flash gilt. Next is the user migration cost is very low, the platform establishes the trust degree mainly is relies on the Word-of-mouth, this for the sale in the Courier tracking, the Post-sale service request is also relatively high, how at such low price achieves the better customer service than the consumer puts forward the higher request.

These six points constitute the entire flash purchase supply chain closed loop, which loop problems, the entire flash-purchase mode is unsustainable!

Hope that any one who has a brain fever thinks that flash-buying is a mature or immature business for the door to make money, do you want to sit down and do a cool strategic thinking, from the original company's organizational structure, business processes, personnel composition, IT systems are overall assessment, whether it can smoothly adapt to the flash-purchase mode, Otherwise not only harm the existing user group, will also destroy for 0 relations, the last money did not earn, but ended up a thankless end!