Sell bad-selling goods from the Internet

Many commodity categories from the common sense is not suitable for e-commerce and online retail, such traditional industries in the current situation in E-commerce also does not have a big deal. There are probably two opposite types of such industries: one that is low priced, and where logistics and distribution costs outweigh the gross margin of goods; one is just the opposite, high prices, large size, the need for regionalization of the installation Services commodity category. This kind of industry how to do E-commerce, this article put forward a little thought, play a role, and the traditional enterprises of the electric business sector together thinking and practice.

The first type of industry are single low, and the distribution costs higher than the commodity margin of the industry, such as Mengniu's flagship commodity carton packaging milk How to do e-commerce? Carton of milk only to sell dozens of yuan, if the off-site mailing and distribution, logistics costs to account for more than 30%, more than the gross margin of goods, basically can not do E-commerce, so Mengniu Group is currently in Taobao Mall's official flagship store simply do not sell milk, only to sell milk powder, but also such as domestic edible oil, the eldest brother Jinlong fish cooking oil How It is also the existing commodity distribution cost exceeding the gross profit, so now has not officially started E-commerce, Taobao official flagship store has not yet opened, another obstacle is that these daily necessities in their own home supermarket retail outlets can be bought everywhere, consumers do not have the convenience of e-commerce needs; this kind of industry mainly concentrates on the food and beverage industry of FMCG products. , as well as the day of the industry;

This kind of goods to do the electric dealer I put forward the following several ideas, I take the golden Arowana edible oil to illustrate:

One is to do the network exclusive brand ideas: such as to create "e jinlong fish" online brand, and positioning in the exclusive brand of high value-added, selling the existing product portfolio of high value-added commodity category, not only to solve the online conflict, but also resolved because the single goods logistics distribution cost too high product margin problem;

Second, in the existing goods, through the commodity category to combine some of the high value-added package series, such as

Golden Arowana Deep sea fish oil luxury gift box + Golden Arowana tea seed oil gift box + Golden Dragon Fish Special first-squeeze hardcover gift box + Golden Dragon Fish original fragrant rice gift box, the above set menu merchandise retail price can reach more than 500 yuan, Maori also in more than 40%, it is suitable for e-commerce.

Third, the idea of creating gifts and welfare products will be some high value, high-margin products packaged into gifts, through exquisite gift packaging, suitable for mailing gifts online sales, such as the Golden Arowana series products, select Golden Arowana "Deep-sea fish oil luxury gift box + Australia wheat Core powder + sterol corn" and other gift combinations, gross margin can be as high as 50% About, also suitable to do e-commerce.

Another idea is to use the appropriate electrical business products category to drive the current temporary inappropriate online sales of merchandise category, such as Heng ' an group in Taobao, "the United States and Life Museum" and the "Life Home" flagship store, two days of the typical category of companies, many goods are not suitable for online retail such as small bags of paper towels, But they have adopted the main cosmetics series of products to drive low prices, low margin of other categories of goods strategy.

According to my communication with the relevant departments of Jinlong fish Electric, they are ready to start exploring and practicing e-commerce in accordance with the above ideas.

For the second category is a large, high unit price, the need to install, the region has obvious characteristics of the industry, such as the large furniture industry as the representative, large furniture products non-standard, logistics and distribution of high cost, assembly site services and late service requirements, the domestic has not yet succeeded in the traditional large furniture e-commerce practice successful precedent. This category also includes automobiles, decoration materials and other large industries.

I through the traditional "home" e-commerce in Taobao and other Internet channel performance to analyze, came to the following conclusions:

One is the small home Taobao shop operation is now successful: Taobao Mall's most influential home brand, a better house, sales are very large, but the sale of the small home is only convenient distribution;

The second is directly on the Internet to sell the goods of the company are currently not successful: I through the survey, Alex ranked top 50,000 of the site, there is no furniture e-commerce platform; At the same time, the existing furniture online shopping mall No one's annual turnover can reach 10 million yuan;

Three is big furniture on Taobao can do up to 10 million sales a year, Taobao everyone ranked the highest credit store, forest-style wood industry, but the annual sales but tens;

Four is in line with the model of the main home electric dealers through practice can be successful, such as the fence Net building materials home transactions can reach 3,000,000,001 years, are accumulated through the Internet users and online trading to achieve;

Large-scale traditional home enterprises are prone to billions of annual sales, and the current electricity sales for the entire industry can be ignored. I understand the trimebutine, good hundred years and so on all the large-scale traditional household industry development of the real situation is, is still in the electric business investment 10 million, only bring 1 million of the input and output level of sales, so to have to boldly try the new electric business model stage.

According to the above analysis, I put forward a big furniture industry, the development of the electric business is another way: that is, Taobao and other channels to vigorously develop online users, users will be pulled to the offline shop transactions. If the Trimebutine home for example, its one-year line of sales of 500 million, with this idea as long as the promotion of store sales 20%, the contribution of the electricity business is 100 million, than now spend a lot of effort to increase millions of of the online sales is more reliable practice. The specific approach is: online collection of potential needs of users, home shop line shop to arrange experience reception, and provide personalized call center services.

So the relationship between Taobao and the official consumer and the physical store is that the online Internet is just about stimulating demand, making it easier for consumers to order products, and providing value-added services to its stores. Official shop and the interests of the entity stores are consistent, through Taobao to promote the accumulation of potential demand for users, the store to bring potential users and real benefits. This model can solve the big furniture Electric dealers Trust (do not see the kind do not buy), regional distribution and other electrical barriers.

This model and Taobao is the practice of "Amoy One station" pattern is the same, Amoy a station of the marketing model, Taobao authorized entity stores, users can be in Taobao station on the list, and then to the physical store to pick up the goods. The development of this model can be referred to and combined with "Amoy one station" to implement.

Author Shangxiang in 3050.com, this article is published in Taobao's magazine "Sellers" 10th

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