Interpretation of the only product will be how the reverse attack: in the monopoly of the specific vertical areas of the big, low-key sitting

Only the market value of the goods will approximate 10 billion dollars, this data makes a lot of people are surprised, can say only goods will be in the sky cat's eye skin in the underground played a cock silk reverse attack story, but I see this scene déjà vu, and then think of is yy in QQ eyelid underground growth.

When QQ was popular, MSN lost, fly into the past, NetEase bubble and Baidu Hi and so on, but let a humble more play yy in Tencent hit a nap under the nose quickly woven a huge net, through unique technology and products, inadvertently took 400 million of users, November 21, 2012 successfully landed on the Nasdaq, this is a gorgeous grassroots reverse attack of the drama.

Today's only product will look and yy the reverse attack and there are a lot of similarities. Only goods will be created by Shenya and Hong Xiaobo in Guangzhou in December 2008, find the brand special selling this vertical area. 2008, the financial crisis hit, apparel companies and fashion industry inventory became a big trouble, enterprises and consumers are in the winter, only the goods will just jump out to help everyone out of inventory to activate the funds, consumers are also holding tight wallets, income, low price discount brand becomes a big market demand, can be called the time and one by one fit, A few years have passed, the only product will be worth 10 billion U.S. dollars, quietly become a business example of turning waste to waste.

And the only product will be with YY development path what similarities?

In the big monopoly of the specific vertical areas into, low-key sitting large

We look at the difference between YY and QQ: QQ Instant Messaging is the focus of point to point typing communication, and yy is more than online voice group chat, is much to many. The core of Tencent QQ is a type of communication products, YY is inclined to talk about the exchange of products.

You can see that the product patterns are basically the same, but the two in the product functional form is different, because YY cut is a game for gamers multiplayer line Group chat field, and Tencent QQ in the core function effectively avoid, so yy can be in swaddling, effectively avoid the big Penguin QQ competition and attention. But wait until Tencent wake up to buy, YY has been sitting big.

What about the product? Only product will be essentially a affixed to the quality of the special sale of the label, ran inventory electric business platform, and then Taobao Cat and other electric giants have yet to enter the flash market, until the only product will already lead the famous discount market, the cat also began to realize that the vertical field of huge market potential, launched the " Brand Special selling "channel, but the cat is currently not as a key channel in the promotion and exerting force, but can see that the days of cats, Tencent, Beijing-east and other giants have begun to pay attention to the flash market.

Comparison can be seen, only the product will and yy at that time are inconspicuous, the selection is the giant temporarily ignore the specific vertical areas of the low-key weaving network. YY in the development of the time, Tencent in the anti-Sina UC, NetEase bubble, MSN. The only product will be in the low-key profit, Alibaba is staring at the micro-letter and Beijing east. Until the giant vigilance, humble yy and only goods will have been sitting big.

Locate 234-line City users and understand the need to build an effective business model

In the Internet arena, one or two-line cities are often the focus area of the giant's services and the core area of revenue generation. In the three or four-line city, there are often certain user groups that the Giants have temporarily overlooked, or that they are temporarily not covered with precision.

and yy and only product will be focused on the user positioning of the 234-line city, to avoid competitors or giants challenge, to avoid the giants of the core business areas silently deep vertical market, YY and only product will be through this strategy to a large extent to protect their own.

We know that different levels of people have different needs to meet the point, there is no change, is only for the current maximum satisfaction paid.

Internet income is at the bottom of the crowd, in the Internet virtual Society to seek the satisfaction of the desire is particularly strong, so he is willing to pay for virtual achievements and satisfaction. YY Music user audience positioning mainly from the three or four-line city of netizens, this part of the group by the majority of students, workers and self-employed composition, this group of people's common characteristics is: more willing to network in the virtual world to obtain satisfaction and vanity.

And rely on the beauty of the anchor's start yy for this user needs to dig out of paid items to the singer to send virtual gifts, paid privileged services (such as driving, nobility, guardian, medals, etc.), in yy music, in order to win the attention of girls, a large number of users to pay for this. YY Voice also satisfies a large number of online games enthusiasts in the virtual world of youboy sense of achievement.

Only the brand discounts of the goods will satisfy the user psychology of the 234-line city which can not afford luxuries but still wear the brand name. It is satisfied with the 234 line of a certain economic strength of female users of a brand satisfaction and vanity. From the current only product will repeat the purchase rate of more than 80% can know, two or three-line city of female users have the only products will be the special brand has a high degree of awareness, their thinking formula has been formed: the only product will be well-known big brand of the tail list. At present, with only the market value of the goods will exceed 10 billion U.S. dollars, but also to strengthen the user this awareness.

Only goods will understand the fashion and sales of the main point, is "fast", to only the users of the majority of the purpose is clear, that is, "Rob" Famous, Flash, the figure is fast, consumers are impulsive shopping, through this hunger marketing means, can be a large number of purchases, a large number of shipments, fast forward fast out, rapid conversion of commodity cycle, to avoid unwieldy, At the same time can help manufacturers to quickly withdraw funds.

We can see that both of them have established a relatively effective profit model by excavating the vanity mentality of the two or three-line city users.

After sitting big and turning to attack, the profit source that eats the giant

Sit after the big turn to attack, yy so, the only product will be the same. YY voice positioning of the audience groups are online games players, which benefited from the start of the online games, and for many games at that time, multiplayer chat is just needed. Based on online games group chat yy voice and game tool development, for its contribution to a good flow and loyal users, so that yy can be in the vast user base, development extended to the game field, and at present, YY in the revenue structure has been similar to Tencent's architecture: Nearly 50% is a game, 30% is based on community value-added services, 15% is advertising, constantly eating away at Tencent's cheese.

Said back to the only product will. No matter how strong the outside question, but the market value of goods will achieve 10 billion dollars is the fact. 2013 sales reached 1.7 billion U.S. dollars, net profit of 52.3 million U.S. dollars. This is a very shining figure in the domestic electricity business sector. At present, the only product will be affixed to the Cat Challenger's label.

It can be foreseen that, with the market on the end of the inventory gradually digested, only the goods will be the growth of sales will usher in a slowdown, and only the goods will be discounted at the special seller hit the clothing category, and the cat's core category coincide. The need for expanding categories, competing for users, and maintaining high valuations is bound to reach the sky Cat's turf. For example, we will see only a limited discount brands include Boyang home, Camel, Adidas, PLAYBOY, Mann and so on a large number of days on the cat platform on the brand. At present, the only product will open the trailer can also see a large number of electrical appliances, mobile phones, home flash shopping category, from the famous discount constantly invade the field of integrated electric.

The prospect still hangs over the giant's threat.

Can see is, YY and only product will although in the giant eye to kill a road, inevitably, the prospects are shrouded in the threat of the Giants. YY development so far, Tencent in the back, QQ talk step by step press, this is more play yy dare not take lightly the biggest pressure. More play yy as a voice tool, in mobile devices have a natural need, but more play in the mobile end has no breakthrough and achievements, and Tencent QQ and micro-letter have a strong relationship chain and user stickiness, this is the risk of yy.

But the two in the face of the challenge of the giant challenges are also different, YY currently has a stable profit model and loyal user base, and the only product will face a relatively greater risk. Only product will be easy to copy the model, and as its share price soared, further expand the clothing category, encounter the cat's strong counterattack is very likely. Cat follow-up may speed up the sale of special selling areas of the layout, such as the day Cat "brand special selling" channel stripping, independent operation, will undoubtedly impact only the foundation of the product. Tencent, after a stake in the east, Tencent Electric business platform and the Beijing-East supply chain system integration, micro-letter and mobile QQ to the first class entrance, through a unified membership system, payment and logistics distribution system, copy only the model will not be too difficult, only products will encounter the challenges and risks imaginable.

In fact, at present, including the giant Alibaba, Tencent Power, Beijing-east, when, Suning easy to buy, shop 1th, such as vertical operators have begun to cut into the market, grab food only products will cake.

And the only product will now rise in prices, discounted brand-name Flash purchase of the field into vicious competition is very likely, coupled with the capital side aggravating, the future in the warehousing logistics, advertising marketing investment, talent resource contention, operating scale costs and so on have become competitive elements. And the game of burning money at the outset, the core advantage of the weak only stock price bubbles may be punctured, facing the crisis will be magnified.

For the only product will be the reverse attack, no doubt with YY in the QQ eyelid in the development of the way there are a lot of similarities, and their case to tell the start-up companies in the giant coverage of the industry, to find the vertical areas of differentiation, so how to quickly grow up on an important lesson.

or return to the topic of the only product. Only products will be allowed to expand the category, so that consumers realize one-stop shopping, but lose the original relatively single flagship brand-name clothing This more "identification" characteristics, coupled with the only product will supply chain advantage, platform brand advantage does not highlight, with the increase in the number of players, only the rules will be established with more players into the market changes in the parties. Only the product will be through a clever way of development to today, how to change to determine the core model of no subversion has become an important problem in front of it.