Product Characteristics 12 Q: Choose the starting point of the product according to the commodity trait

The essence of the business is retailing, the core of which is the commodity, and the limitation of the final commodity trait determines the development of the consumer. One of my buddies asked me to do the cement, and I was embarrassed. Not all goods are suitable in http://www.aliyun.com/zixun/aggregation/7682.html "> online sales, and then a strong team, then a good strategy, no amount of capital, also blunt the limitations of the commodity itself."

1. Is it an essential product?
On the one hand, it is much harder to stimulate the purchase of non-essential goods, on the other hand, the demand for non-essential items tends to follow the economy, and the economic downturn or bubbles will have a devastating impact on non-essential goods (cameras, toys) and luxury goods (watches; diamonds).

2. Is it public goods?
Small public goods are difficult to start, and often those integrated business will also have to deal with these commodities, in a narrow market with a large number of competitors will be very hard to compete, and marketing will be more limited to the point can not be opposite.

3. Is it acceptable to buy goods repeatedly?
If the repeated purchase is low, it means that the focus on the extension of the new customers, will lead to the first marketing costs have been high, and the elderly can only play a limited role of word-of-mouth dissemination. Repeated purchase of high commodity can be a high cost of initial marketing costs to invest in new customers, always from this customer back, and old customers have been continuously create value, Joyo has been in a period of time only rely on 5000 of customers to repeat the purchase support.

4. Is it a standardized commodity?
The more standard commodity users persuade the smaller the cost, which is why the VANCL can do a lot of men's shirts, while the history of the longer women of the company can not be a large size.

5. Is it better than offline prices have advantages and profit goods?
Like it this commodity characteristics can be very troublesome, price than offline and no obvious advantages and not enough profit, do not play price war is to die, the price war is a loss, can only take the scale to speak, even if there is a small scale of profit is poor. Typical example: 15 billion dollar year business Amazon profit reached 500 million U.S. dollars, and 2 billion dollar Newegg profit less than 30 million dollars.

6. Are they seriously affected by parallel imports of counterfeit goods?
such as it, sporting Goods and other commodities, not only to fight with rivals, but also by the serious impact of parallel imports of fakes, both sides embattled.

7. Is there any trouble after sale?
It, clothing and other goods are not after the problem is more cumbersome processing procedures, resulting in customers do not dare or unwilling to buy online and the customer itself after the high cost of after-sale.

8. Is the unit price too high?
The higher the unit price, the greater the initial cost, the greater the purchase resistance, will also affect the repeated purchase rate, this is the iron law of online shopping, not much explanation.

9. Is transportation convenient?
In the logistics environment of China, the transport conditions and cost of books and computer are very different.

10. Is not the market changes quickly easy depreciation of goods?
Or take ti example, one months to change the price of several times, often out of stock situation, on the inventory dependence and requirements are very large, inventory a large cash flow on the tension.

11. Is the main commodity?
As a by-product of the product is very thankless, one is the demand is less than the main commodity, the second is difficult and the owner of the commodity competition, such as selling mobile phone accessories how to sell mobile phone and the competition? How does selling notebook packs compete with those selling laptops? I bought it in a business-to-consumer, why to go to other sales to sell vice, transfer cost is too high, unless you have the advantage of price, even if you really have the advantage of price, how can I know you? Not many people will specialize in looking for a pair of goods to sell.

12. Is not a phased demand for goods?
For example, mother and child and sports shoes, it is only a certain period of time before the need for goods, customers in the past or after this period will naturally be lost, can only rely on the market big enough, not like books;

Summary: If more than 1/3 of a certain type of goods encounter the above 12 problems, it will be difficult to do; more than half of it will be hard to do.

PS: Of course not to say can not do, but difficult to do, do more difficult. In addition, the better the quality of goods, the greater the competition.
Today more tired, do not specifically write, the brain a little confused, write the level is not high, we do.