"More research on how to sell goods on the Internet" Four: goods first, price/performance

The experience of people who have run E-commerce sites tells us that the most direct correlation with sales volume is commodity, price-performance and industry trend, I talked about the bustling flow, photo, and so on, are ancillary things.

Those who have had the basic business http://www.aliyun.com/zixun/aggregation/7104.html "> Entrepreneurial experience finally understand that the impact of the general trend on the project is the most important." An entrepreneurial project, such as the company, too early certainly not, 10 years ago in China to do most of the electronic commerce is closed, adhere to now there is no one is to make money, do too early. It may be too late to start 3-5 years from now. But it is still a little early to do business with the Business-to-consumer, unless there is money to support it. In the electronic commerce trend has not erupted before the advent of any human effort is futile, any genius can not change anything, the user online shopping habits are slowly cultivated, to a certain stage will be quantitative to qualitative changes. In recent years, there will not be a real online sales of 1 billion of money-making internet companies. Now there are 2 main types of companies with higher sales, one is mainly under the line, such as red children, probiotic Kang Jian, wheat net, etc., online sales are very small. One is to rely on advertising to burn money: such as VANCL, it has venture capital, advertising costs greatly exceed sales, burning money people feel that sales are very successful operation, imitate this kind of desperately burning money-style internet business is no way out. Therefore, the real profit of the company has not yet appeared, E-commerce market is still in the beginning of the birth phase, even the start, the incubation stage has not yet arrived.

Another e-commerce trend of judgment is that the consumer or e-commerce is still in the initial stage of price competition, can be said in front of the price, E-commerce site Everything seems very important things: User experience, logistics distribution, service, image, marketing, are insignificant. This is Taobao's clothing store There are a lot of home can achieve 70 million sales a year, and the annual online sales of more than 70 million of Chinese clothing companies not more than 3 of the reason; Taobao's sales of the store has no special image, user experience, special logistics distribution, payment system, promotion. Nothing, and everyone is the same, the only product is good, low price, there is a cost-effective advantage, Taobao clothing average price will never exceed 50 yuan, 1 stores tens of millions of sales is relying on these cost-effective "cottage" clothing accumulated. You want to sell more than 1000 yuan of clothing online now, nearly 2 years is completely impossible. No one can challenge the laws and trends of industry development, otherwise you will die very ugly. If E-commerce is still in the price competition stage, the current stage to rely on value to win is impossible, I said added value refers to better service, better user experience, better brand image, etc., but can be prepared early, waiting for the industry to explode.

Once a network to recruit newspapers, it wants to subdivide positioning and value to win, positioning in the so-called high-end, such as positioning recruitment of the first edition of the newspaper only do English recruitment information (never do Chinese recruitment information), with coated paper printing highlight the high-end, 5-Star Office services better, more expensive, and never price competition. I once wrote to the Hong Kong boss that there is no senior white-collar market in China at this stage, and that only the mass market, any only high-end business in China will inevitably lead to failure, because the Chinese market has not yet developed to the high-end stage. The strategy of avoiding competition with rival prices and trying to improve price competition by increasing added value is a textbook-style aspiration. A business without a cost-performance advantage is unlikely to succeed in China at this stage. The failure of subsequent operations proved all this. There is no high-end market for a nascent market, and few internet companies that specialize in white-collar markets can succeed. The formerly dedicated positioning of white-collar life of the site billion Tang network, invested tens of millions of of dollars to promote elegant high-end petty bourgeois lifestyle, the results of 0 and exit.

Last month, the president of the Southern China Federation told me that there is a strawberry net, the brand-name cosmetics sold to the domestic, with cost-effective has been to achieve annual sales of 1 billion. I looked at Alipay related information, this site is in addition to Taobao China's largest e-commerce payment users, trading volume more than the imagination. But the site depends on products and prices to win, most of its cosmetics are to get the date is not fresh but the price of a lot of brand foreign cosmetics. Its website does not publish the contact method, also does not do any marketing, also does not want to let the terminal actually purchase the user to know her website popularity. As long as the product is good. Prices are low. Nothing else matters.

At this stage of the best user experience is the price line under the contrast, you sell online products cheaper than offline stores, your products are consumers already know without publicity and education, you have the possibility of selling big. So Taobao has only 2 clothing store sales, one is the representative of Tokyo clothing, low price, good performance; one is selling brand-name products, such as Li-ning Nike or something, authentic goods than a special shop price lower. The consumer is not a fool, she buys the clothing and so on certainly will compare the price, can save dozens of yuan she can endure your attitude is poor, delivers slowly, the webpage ugly mess. So the fact that the people are still at the price competition stage is not going to change in the short term.