"Pseudo-low cost" of electric dealers: "Luxury" in Zhongguancun office

For a long time, electric dealers have been a low cost image. Even the http://www.aliyun.com/zixun/aggregation/1847.html "> luxury electric dealers do not need to decorate beautiful office, in Zhongguancun office has been regarded as" luxury. On the contrary, offline physical stores require expensive rent, expensive renovations and a reasonably-trained customer service staff ... Many electric dealers advertise on the website, their thing why is cheaper than the physical store, reason is because the labor, save the store, save a lot of other things. This may sound reasonable, but is this really the case? Let's take a look at it together.

First of all, calculate the logistics cost, to a large clothing electric dealer For example, full 99 yuan free shipping, and such a single logistics cost is how much?

Suppose that all adopt the third party Express (this far is cheaper than the self-built logistics), a total of 1,000 orders, customer unit Price is 120, the production cost is 78 yuan, a total income of 120,000 yuan. All shirts (which are basically the lightest, smallest), are sent to Chengdu (not too far or too near). An average of a single logistics cost of about 9 yuan, assuming 20% return rate, two-way logistics cost =9* (2-1) *1000*20%=900; Suppose 10% of the return of 80% can be two times sales, assuming 10% replacement rate, three to logistics cost =9* (3-1) *1,000*10%= 1,800. Note: The return rate is based on the most optimistic estimates, in fact, higher than this, such as the best foreign-made luxury goods net-a-porter clothing category return rate also has 30%.

The cost of outsourcing is about 2 yuan per box and it takes 2,000 yuan. Warehouse a variety of supplies cost 1,000 yuan.

Suppose the 1000 shirts 4 months sales 90%, 900 shirts need to occupy the warehouse area of 40 square meters (plus picking and other operating areas of the pool), according to the daily 1.5 yuan per square meter, warehousing cost =40*1.5*120=7,200 yuan; 1/4 warehouse staff, 3,000 yuan per month , you need a salary of 3,000 yuan.

Have 10% dead stock, need to occupy 3 square meters area storehouse, assume 12 month processing completes, warehousing cost =3*1.5*365=1,643 yuan.

Count here, you are afraid, more terrible actually I haven't counted. Market, human resources, rent and so on! This article mainly aims at the logistics, other cost simple estimate.

For the electric business, the biggest cost is the market cost. The cost of new customers soaring, SEM, navigation station desperately price, ROI Low are afraid to take out the show. We have a competitor with a luxury goods dealer who often make an 1:0.8 ROI ad, which is said to be high. Sometimes the so-called brand advertising return is less than 10%.

Rent in the past two years almost doubled, but also can not find a room, this year, with the bulk of group buying closed, finally have empty house.

The cost of human resources is terrible, the largest group to leave the property is a bunch of college did not, only six months similar to the eight-dimensional computer training programmers, such people basically two years of work experience 8,000; Before there is a rich second-generation website called me, digging people are 3 times times the salary to do, think really terrible.

To calculate these costs, the electricity quotient is actually the high cost industry, the low cost is only imagined by us. Contact to the first two days suning easy to buy the strategy of Beijing East, naked price war. Jingdong's response is also very ridiculous, but also easy to buy, they did not think about how they started the original, buttocks have not wiped clean, began to farewell people. Let's say that Tesco is really big in this way, and in the future there will be more powerful opponents to buy and use the same method. Price war is actually a "kill 100, the loss of 99" game, this is a game without prospects.

For a long time, online shopping has laid a low price image, which is undoubtedly powerful in the early days of the electricity business, and has dragged a lot of users from offline to online. But this is not a good way to do it. The future of the electrical business must be: a relatively reasonable price, for example, 10% cheaper than offline, to provide better services, this is the king of development.

Many people would ask, if so, what else do you do? In fact, there is no problem in the mode of electrical business, but in order to pursue rapid development, in order to pursue the "one-year listing, three years of super Taobao" "great strategy" are doing two things: price war and crazy advertising. Want to solve the problem simple and rough, want to set up early. The reality is, two or three years you have not figured out what users want, you go to the TMD city, even on the city, can not survive. Therefore, all the practitioners of the electric business should calm down, think hard, develop slowly, do a good service, give users the real value is kingly.

The real value of the Internet is the user, with the user, providing a good service, shirts sell not to make money, we can also sell other customers high price products, the future may be able to make money.

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Rejects the price war, provides reasonable price, similar or the same product is cheaper than offline 15% or so reasonable. To provide quality service, the money of the electrical business is still beautiful!