New thinking of independent electric business: about group buying and Flash purchase

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1. Why is inventory in apparel enterprises particularly prominent?

Compared to other industries, apparel industry has a high gross margin characteristics. And in addition to capital stimulation, a large part of China's apparel brands have taken a distribution strategy to attack the market, such a direct result is the increase in inventory base, and E-commerce directly from the region to wipe out the difference between the distribution, the direct contrast between the two showed differences.

2. One of the important differences between group purchase and Flash purchase is that the stock purchase is narrow and deep, and the inventory of flash purchase is wide and shallow. What is the logic of the group buying?

Group purchase is essentially an information platform, from the form should be divided into two kinds, one is the kind of group buying, one is the service group. Kind of group buy a bit similar to the Consumer-to-consumer model, they only provide platform to serve as information and value intermediary, although with the ordinary consumer-to-consumer has a long tail market, group buying is a select market, but the overlap between the two is very high, so that the kind of group buying completely without any advantage. In comparison, the core of group buying is the service group purchase. The reason can become the core, because the Consumer-to-consumer platform almost do not pay attention to "push", and the Chinese merchants are relatively backward level of information, such a gap in the market to give a buy living space. The next thing to buy is to diversify the way information is docked, not just coupons.

According to the demand of the consumer's offline service, the Black Apple blog can divide the information into three kinds: one is the evaluation class, the other is the preferential category, the other is the geographical position.

Earlier, public comments by doing to become the industry leader, its accumulated resources to become its valuable wealth, do group buying (the essence is to do preferential information docking) has also become its "snowball" part of the development, and group purchase will need to turn from the preferential information to do reviews do need to spend some effort.

Buy will not fall, the reason is that most of the platform will avoid "heavy mode", this will allow group buy itself has a good development space, buy can drive O2O key lies in the customer's information completion.

3. The decision to decide on the development space of the flash-purchase model in China is the obsession with this part of the user community, and how strong their spending power is. What is the liquidation of the inventory capacity beyond the flash purchase?

In fact, Flash shopping is not the only way to clean up the inventory, including the customers, Consumer-to-consumer and buy are channels, as long as they are willing to sell low-cost, there will be some low-cost buy. However, there are two characteristics of flash purchase: One is limited, one is limited. Of course, this is also the characteristics of group buying, but as mentioned earlier, the kind of group buy itself is not feasible. Of course, if the operation is in a narrow and deep mode, it is not without the possibility of turning over. It is hard to form a scale under the Consumer-to-consumer platform, unless it forms a group purchase with other uses such as a poly.

4. What can the Flash-purchase model do outside the inventory?

Only the goods will be regarded as a variant of the Flash purchase mode, this reference gilt know. But only goods will step on the industry's inventory development rhythm, nature can be downwind, but in the major platforms have to force to seize the inventory market, inventory clean-up may go faster, because the only product will also need to find a new force point.

The new exerting force point still can refer to gilt. The essence of the Flash purchase is limited to do the special sale, the core of this special selling is to give the business a lot of information feedback, from this point of view, Flash shopping is a group of consumer platforms, if it can be from information channels and value channels to develop is also an important resource. After all, the users of the Flash shopping group loyalty to the real level is also very high.

SOURCE "Black Apple Blog" http://www.zhangchenghui.com/{forbidden to delete}