Full channel, fast business

The Southern Metropolis Daily reported March 7:

E-commerce on behalf of the operation itself is involved in a number of links in a business, which is related to the classification of the category, the function is also to subdivide the discussion in the ascendant. However, the realism-style Shangxiang, while thinking about these directions, has been able to find four-and-a-ton opportunities for its own operating company.

Be maverick.

Information on the network on the Shangxiang resume description is very rich, to health care marketing background to join the Internet, witnessed the internet two times after the rise and fall into E-commerce, when the vice president of the show network after the venture, the establishment of Shenzhen 30 to 50 e-commerce companies.

As he wrote the column title-"How to sell more goods online", after the Shangxiang can be said to have greater freedom to find the answer to this proposition, and his experience also doomed his "play" is a little alternative, bold idea of the taste.

The first 30 to 50 is aimed at the 30-50-Year-old two or three-line city crowd that has never shopped online, operating through the model of a business platform + offline purchasing shop. The vision looks very good, such as nearly 1 billion annual promotion of the budget of international brands, its products can not be covered to two or three line market. So this space is the market that gong is aiming at. However, has not yet taken the feasibility of the model Shangxiang see Taobao began to dabble in the purchase of the business, immediately to this idea came to a screeching halt.

In the face of the start-up of their own companies, Shangxiang is more enthusiastic about the current opportunities, but also to be able to use four or two to quickly make the company to achieve profitability opportunities. At this time, on behalf of the operation broke into his vision. (See our Fuzhi 2010 final inventory of "Shangxiang e-commerce two" "intermediate opportunity" article)

The "bondage" of the flagship store

On behalf of the operation of heat, trading on behalf of the interests of more hot. Shangxiang to reporters that he had heard of a story, ad-born someone because of the previous business relationship to get a well-known skin care brand network distribution authorization, this paper authorization if the transfer can be called price of up to 20 million yuan.

However, "scalping documents" business is not what he really want to do, in addition, well-known brands, although for the operator to save a large number of brand promotion costs, but it is doomed to this is a "low margin, by the amount of" business. Therefore, in the "World Factory" in the Pearl River Delta, this has a strong south-style entrepreneurs quickly turn the ship, the target customers to lock up a large number of enterprises to the domestic market. The reason is simple, in addition to operating such products on behalf of higher margins, the key is that the ability to find Low-cost products to promote the way he made this choice full of self-confidence.

Shangxiang designed a light to heavy route for its own generation of operators. Sales in the early stage of product promotion, order is still in the range of one hundred or two hundred orders, first by the manufacturers on behalf of the delivery, Shangxiang only to provide a page display, customer service sales, such as front-end services; When the order volume once crossed this critical point, the independent position distribution becomes necessary.

Because the name of the operation of the brand itself is low, the problem of conflict is extremely weakened, popular is that the manufacturers do not care which channel to sell more and less the problem, as long as there is sales will be smiling, so let Shangxiang in the customer development and transport business appears downwind.

With many years of e-commerce experience and contacts, Shangxiang for this group of customers in Taobao Mall, the passenger flow of the platform to open flagship store to enhance consumer awareness of the brand trust and even goodwill. However, this business also has the unspoken. According to Taobao's "rules of the Game", the flagship store collection account must be the manufacturer, not the operator. This means that even if one months 10 million or 20 million of sales, Shangxiang's company account of the water is only from the factory to two hundred thousand or three hundred thousand of the service charge Plus sales commission, cash flow still tied the pace of the company Gongchenglvede.

Yell "Full channel"

Meanwhile, Shangxiang a new discovery. Good at looking for business opportunities from the data he was inspired in such a group of data, to Belle shoe business E-commerce Market, for example, Taobao Mall occupies its online sales share of 25%, hundred Li's own official website sales share is 20%, the remaining 55% where to go? The same problem also appears in the Raleigh, such as home textiles, such as other brand of network sales business. The answer must be from other E-commerce channels, but such a high ratio makes other sporadic e-commerce sales platform can not be neglected to pave the way.

The necessity of the whole channel began to become the key word that Shangxiang the factory to preach nowadays. Mainstream channels to stand firm, if manufacturers do a good job of "external channels" of the shop, can be based on the existing sales doubled. Therefore, he will say to the factory: "As long as can sell goods place, you must jump over." ”

More let Shangxiang surprise discovery also is, suppose the forwarder employs 20 people's team to spend 1 million of the budget to all E-commerce sales channels are covered, even if some channels may only one or two orders per day, but Mickle 100 channels per day is one hundred or two hundred orders. From the input-output ratio, the traditional understanding of E-commerce promotion methods, the industry ROI (return on investment, ROI) mean only 1:0.3, but Shangxiang after the calculation, if the "whole channel" of the way to spread the goods is also understood as a promotional expenditure, Then the ROI can even go to 1:8!

How many channels are there in the "Full channel"? In the Shangxiang can provide to the customer to check the "menu" among the more than hundreds of: telecom operators of the Mall, Bank Network Silver Mall, credit card integral Exchange, Forum Community mall, local Portal mall ...

Although not convenient with reporters too fine, but Shangye claiming that the door is only to help customers shop channel business margin is not low. As for the sales and follow-up things, the responsibility is the manufacturer's own brand promotion and sales of the head, temporarily and Shangxiang they have nothing to do.