How to do vertical electric business: Elegant "small business thinking" so that only products will be in the gap between nourishing growth

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Sina's classmate some days ago mood generally not high, because a lot of technology media in the report only goods will share price soared, have adopted the "market value can be two Sina" this one description, so that Sina has a great "lying also in the gun" feeling.

Even in the speculative market, only product will also be a magical stock, in less than two years, only the stock price rose 35 times times, the market value approximation billion dollar club, after "BAT" three giants and 360, long in the mainstream vision, and finally won the Zhuluzhongyuan.

Compared with the traditional concept of electrical quotient, in addition to the growth trend of the same high-speed train, in fact, only the goods will be quite unique:

1, focus on the flash mode, the female-oriented vertical market exerting force, do not take the initiative with Ali, Beijing-east head-on confrontation;

2, infatuated with the operation of hot-selling single (commonly known as "explosion"), with the flow of goods, there have been short institutions Greenwich Study Group issued a report that the only products in China does not match its share price status of brand awareness;

3, profit, this is very important, when the burning of money is still the mainstream of China's domestic electricity competition means, only the goods will have continued to profit for 5 consecutive quarters;

4, charge repeat customers, in terms of flow, the only product will not prevail, but the only product will be repeated (2 times and above) consumer users can account for more than 50% of the active user, which allows only the goods will be in the purchase flow can also operate members, "on-demand supply";

5, light luxury positioning, only products will have tried to enter the market with luxury goods, and later in order to expand the user size, began to position the goods in the first-tier city of the middle end, two or three-line city high-end, with brand discounts to rolling sales, in the price of a fuss.

These five characteristics, make the only goods will be different from the traditional electric dealers flocked to the bridge, and even some "anti-internet thinking" means, in the commitment to build a platform for practitioners, the only product will be the business model is doomed to not be "standardized", too dependent on human resources, do it very tired, and the risk of

It cannot be said that only the goods will not be aware of the cost of their sword-taking slant-in fact, investment music Bee NET is the only product will increase the basket of eggs, the practice-for the only product will and the entire vertical electric quotient players, Ali and Jingdong route is always "right nonsense", in the commercial street already overcrowded, Ikea is still able to rise up, this based on the needs of the general requirements of the refinement of the desire, the vertical electric quotient is found in the gap, and only these volumes may be far less than the gap between the high bank, to cultivate an independent and small ecological, safe escape from the vicissitudes of the changes.

For those vertical electric dealers who get out of the cracks because they covet higher volumes, in addition to Jingdong capital gambling logistics, knife cut pretension out a bloody way, almost no second success, Dangdang, Mai test forest can be considered passable, Amoy, where guests, PPG, cotton, goods and so on all become passers-by, died on the way to the profit margin.

Because the founders are warm business, the only product will be in the decision category expansion before, will measure whether they have already the field thoroughly, if there is profit potential, on the moratorium on expansion plans to continue farming development, the customer unit price to a maximum level. This caution is not available to other vertical electric operators who are burdened with financing.

For most proprietary models of the vertical electric business, how to make the ability to clean up the inventory of their own to solve the problem of the bargaining power, but not to let the inventory of their own capital chain on the heavy pressure, is a crucial skill. Where the goods in the momentum of the most fierce, the warehouse even mop all appear and backlog, aging finally spent a very high cost to wash off the SKU, the negative effect is still lingering. In contrast, only the characteristics of the product will be that the flash-purchase is very high frequency of updates, and the demolition of the sales process, the brand will be placed in the goods will be the warehouse, to half a month or so the length of the time to sell how much, the remaining return to the brand, empty inventory can undertake the next batch of sources. This is the international trade background of the founding team's advantage, they first pick up the goods to buy hands, and then the seller of goods, judge the failure of the market has been eliminated, the survival of the elite.

This "small business thinking" honed from the trade war, is now advocated high, big, on the "internet thinking" can not match, and social networks and other pure online domain, E-commerce from the beginning was given to the integration rather than subversion of the traditional industry mission, why Ma Yun successor position to Lu, Because the latter is the only one of those popular candidates for Alibaba to do offline sales of people (2000 to 2004, Lu as Alibaba, South China's largest sales leader in the region).

A very simple difference is that the same brand to clean up inventory as the target, a lot of the business structure with the only product will be very similar to the retail discount site after burning investment has closed, last summer was once set off the "Copy only will" action-Dangdang online clothing tail goods special sale channel "tail goods sinks", where the goods launched " Li Ning time special selling "activities, No. 1th Mall launched" famous special selling "and so on-a year past, not to die, is to retire to the second line. The founders or CEOs who firmly believe that the Internet can change everything, all think that as long as the set of outlets online to move to the end of the line, rewind the volume, push discount, do activities, "people stupid money more speed to" the results are readily available, until the drum break, the user answered a few, the supplier also indifferent attitude, Only to panic, while wondering where the problem is.

Previously said, only the buyer's team, when the domestic is the first, this is the only product will be able to continue to operate the user's core human resources. And in with the brand to maintain a benign relationship between the options, only products will provide the "elegant" word. Shenya, one of the founders of the Product council, told his views on outlets: "Goods on the float above written 99 yuan or a full price of 30 percent, regardless of the buyer or brand, feel very embarrassed", the brand has a strong need to clean up the inventory, but let it sacrifice the brand image to sell the tail goods, experience is very uncomfortable. "Internet thinking" pay attention to 2C this end user experience, but rarely pursue 2B this end of the customer experience, but the "small business thinking" of the only product will know the pain point of the brand, so the only product will use the advantages of the Internet-even tens of thousands of people to rob a discount products, but users and users will not really feel the crowd- Therefore, the only product will be the Web page visual design as the most important work, "the whole process-whether the consumer, in fact, or the brand that is actually yelling at a sale-has done the buying and selling in an elegant fashion, with a positive price.

Sequoia Capital is the main VC, it is also a high-profile supporter behind the scenes, and one of its directors is describing why they have always been bullish on the only thing: "If a special sale site can deal with a lot of brand-name goods, it is difficult to find a second cooperation." Because there is absolutely no need to do so, in addition to the volume of goods do not go, but also let the brand in the hearts of consumers to leave the "sale" impression, such a transfer is negative. To a large extent, the only product will be a winner-take-all business, this model left a small space for the second home. ”

It is this "precision" of the purchase, coupled with "elegant" selling goods, so that only products in the Chinese Internet to help brands to clean up the inventory of the ability, now is second only to the cat. At the same time, this is a fundamental problem that has plagued China's vertical electricity dealers, internet people are good at allocating resources, deploying facilities, operating flow, expanding cooperation, but often forget their most essential business role, "What to sell" and "How to sell" is to undertake the lifeblood of both ends of supply and demand, in which there is no smart consideration and design, empty " The outer shell of Internet thinking is meaningless.

After all, most of the vertical electric operators can only self, do not open platform, everything needs their own worry, dream may be clouds, but once fell to the ground, all or by people.

Back to the entire industry, the only product will be a solo show, in the pessimists appear to be a contrast to the failure of other vertical electric operators, but in the optimist's eyes, this represents the vertical electric business can step out of the path, Ali, Jingdong and other "all-inclusive" platform will always have to care for the gap, as long as the "small and beautiful" market segments, "vertical" means "monopoly" in another sense.

There have been media forecasts that the Chinese Internet will usher in a second revolution, in the first revolution, "the combination of mouse + cement allows the information superhighway to be generally developed, creating a recognizable network ID for most users and forming multiple layers of ecosystems--to the second revolution," Cement + mouse " will be the role of the change in the way to ignite the flames of change, with "cement" as the leading, "mouse" for the cooperation, the traditional enterprise electronic will bring a new round of dazzling the commercial value of the eyes of the vertical electric business in the vast space between.

Easy Car Network is trying to sell cars online, Roseonly began to launch in addition to flowers more Valentine gifts, portals successively for the real estate to invest heavily to map the future, Lei again 100 million U.S. dollars to rebuild every customer prudential goods ... In addition to the only product, the vertical electric business story is still far from limitless possibilities, the opportunity in the gap left to all ambitious and well-prepared people.