Quick schoolbag push one hour delivery service, online boutique convenience store

Absrtact: More than 10 years of advertising background to Xu Zhiming brought about the biggest impact is to let him form a different mode of thinking with others, life choice and entrepreneurial route, are not the same as others. Following the founder of the advertising bookstore Dragon Media, Xu Zhiming founded

More than 10 years of advertising background to Xu Zhiming brought about the biggest impact is to let him form a "to be different from others" mode of thinking, life choice and entrepreneurial route, are not the same as others. After the founder of the advertising bookstore-Dragon Media, Xu Zhiming founded an hour delivery service, online boutique convenience store-fast schoolbag also in the fierce competition in the electric quotient turned out, in the big electric business in the cracks in the stubborn growth.

Xu Zhiming founder of the Dragon Media Bookstore is the advertising Circle recognized professional library, but because in recent years by the Internet bookstore and the impact of the digital wave difficult to operate, he began to create online bookstore fast schoolbag, the main push one hour delivery service. Fast schoolbag from June 2010 online to do online bookstore, to April 2012 Sina Micro-blog fund injection began to expand the category to become online boutique convenience stores, fast schoolbags in these three years to thrive.

The survival of the fast schoolbag is different, do not take the ordinary road: differentiated positioning, differentiated services, differentiated marketing options, all of the difference makes the fast bag looks unique. So, how does the fast schoolbag carry on the differentiated marketing service? What is going on the road that is different from others?

Selling the story properties of the product

In product selection, and other electrical business is not the same, quick schoolbag is "badly needed" brand, emphasizing one hour delivery service, selling is the use of situational properties rather than simple commodity attributes. Big Electric Chamber of Commerce pays attention to product category "all-inclusive", the same kind of products all kinds of brands, different models have to meet the customer's personalized demand for goods, while the Han Shu package is the pursuit of "small and refined", on the one hand, in order to ensure an hour of delivery, on the other hand, fast schoolbags in positioning focus on the customer use of products rather than the Meet some of the needs of some people.

In the eyes of Xu Zhiming, Jingdong, when these electric dealers more like the online Wal-Mart, the product categories and brands are relatively complete, and fast schoolbags more like the online 7-11, consumers like things and brands do not necessarily have, but the existing things can meet the needs of consumers. The fast schoolbag satisfies the consumer to receive the commodity in the specific time and place the demand, satisfies is under the specific situation, the specific crowd's consumption habit. Therefore, in the product selection on the quick schoolbag unlike others, it pays more attention to the product "urgently needed", "use of the situation." "Quick schoolbag in the product choice has many different, only sells 1000 kinds of categories of products, this year will add a lot of daily necessities, these daily necessities to meet certain use scenarios, such as selling shampoo, we will avoid daily family practical type, and the main travel and travel suits." Our product choice is from the customer's convenience needs, rather than from the product departure. "Xu Zhiming said. Fast schoolbag to meet some of the needs of some people, but opened up a new world, that is, the excavation of the customer's time and space potential demand, with lean service to meet the customer time and space convenience requirements.