Some vertical electric dealers have a hard time.

　　even to the point of unsustainable, such as red children, had to be suning easy to buy purchase, while others live very well, such as wine, the United States , Core City , Lok Bee Network, in their respective subdivision areas have irreplaceable advantages.

The acquisition of Red Children has sparked a media debate, with some media thinking that it is a good place for a vertical electric trader to be bought by a big electric platform. But in fact, it is tempting to live independently. So how does the vertical electric trader survive independently becomes a question worth discussing deeply.

Recently, Yi-View International invited wine American Network, Lok Bee Network, Branch Tong-core city related to the topic of the discussion, some of the views are very attractive and very novel, giving people a bright feeling. It is agreed that the vertical electric business to survive independently, we must do "people have no I have, people have my excellent."

"Three excellent" is the way to survive

"Vertical electric business is the future of China's e-commerce development direction, but the vertical electric business to survive, first of all to find their own positioning, to have their own characteristics, and then expand their own advantages." "said Siocho, chief operating officer of the wine American network.

Siocho thinks, now life is better vertical electric quotient, the customer group is bigger and larger, and the service quality is getting better. The reason is that these electrical dealers understand the vertical electric business survival-"three excellent", that is, excellent products, excellent prices, excellent service.

Product Excellent, needless to say, this is the core, the most essential elements. No matter what to sell, no matter how to sell, no quality products, the other is a mirage. Siocho For example, wine from the United States to sell wine, from the beginning of the import to the hands of consumers, to pass 4 times quality control. Each defective control is very strict, so as to ensure that these wines are the most suitable for Chinese taste, but also the best quality.

The price is excellent, this is the original intention of the consumer net buys a product. For example, Dangdang began selling books, the general genuine books can only be bought in Xinhua bookstore, and Xinhua bookstore is not discounted. At this time, Dangdang's books are 70 percent or 80 percent, so that readers buy books when they think of online to buy. That's the price advantage.

Excellent service, logistics, After-sale is one of them. Siocho said that now the vertical electric business service system is relatively perfect, but there is a short board is the logistics, which is also the impact of consumer online shopping experience more important link. 75% of the complaints from the US network come from logistics, and 70% of them are from third party logistics. In this regard, the vertical electrical business to improve, always track the progress of logistics, to ensure that the consumer experience.

In addition to the above three points, Siocho that the deep O2O (line to line) is also a vertical electric business independent survival can be considered a road, with physical stores more conducive to consumer experience. Pure online purchase, consumers are first to buy after the experience, with the physical store, consumers can first experience after the purchase, so that the reduction of a part of the expenditure, but also consumers are more willing to see.

But no matter what kind of electric quotient, competition is unavoidable. How to not allow customers to lose in the competition, Siocho that this is necessary to ensure that their own channel is the only way to ensure that their products are unique, that is, in addition to "My site, you can not buy this product on other sites", the equivalent of some form of "monopoly."

Integrating the control chain into resources

Branch Tong Core City Marketing director Liu Hongxian and Siocho's view coincide.

Liu Hongxian said that for the vertical electric business, the first thing to control the supply chain, which is a resource advantage. such as branch through the core city procurement of products, other vertical electric vendors are not procurement, customers can be in the core city to find other products do not have, this is the product differentiation. "When you have a certain advantage in the supply chain, once the customer has used the products and services you provide, it is not easy to change them at will." Therefore, supply chain is the resources that the vertical electric trader should plough deep.

"At the same time, the provision of products to be personalized, because the higher the personalized requirements, the vertical industry or vertical category of living space is greater." Liu Hongxian further said.

To improve customer loyalty, products sold after a series of services to keep up.

"For the branch through the core city, our IC components are not like sold to consumers a pair of shoes, sold out after the matter." "Liu Hongxian, they have 14 offices, half the people in each office are doing sales and the other half are engineers," he said. These engineers will provide a design solution for every SME customer who buys their products, and regularly train their customers. What they want to do is, the original authentic things, through the branch through the core city of this platform to sell small and medium-sized customers, while providing them with a series of after-sales service.

Liu Hongxian said that in the future there is no so-called internet enterprises and traditional enterprises, the future should be a combination of online and offline integration. "For traditional enterprises, the advantages of the resources under the online, for the electric business, the advantages of online." But in the future there is no so-called light assets (online), heavy assets (offline), the two are well integrated to better development. ”

Purchase can be bought online, information flow and money flow can be completed online, offline provides a better experience service, this is a one-way O2O way. Through the integration of the resources under the line to provide to the enterprise, the effective use of resources, so that the lowest investment cost, maximize investment income, this is the enterprise needs to consider.

The vertical electric dealer will "tell the story"

Le Bee Network brand Strategy research director Xiaopeng think, Internet industry to establish a website is facing the whole country or even global, so the vertical electric business wants to break through, want to survive under the squeezing of the electric business platform, "Your space is where, only in individuation, in service, in cultural intension." Xiaopeng believes that the vertical electric dealer must be "story-telling" of the electric dealer.

Xiaopeng said that the electric business platform will never tell stories, because their content is too much do not know what to say. But for the vertical electric quotient, this is just one of its great advantages, because it is focused on a certain area, so that there are stories to tell, it will be easier to speak.

Xiaopeng to red wine For example, wine is a wine culture, each winery has the story of each winery. "Vertical electric dealer is to sell a premium, that is to say, the vertical electric dealer's red wine may be more expensive than Jingdong Mall, then why do consumers want to buy you here?" Because they know I bought more than a bottle of wine and the story behind it.

Le Bee Network is also a master of storytelling. "Because beauty is the most telling story, around the beauty of women, you are talking about how many days you can not finish." Xiaopeng further said that for the current Chinese urban female consumers, not all women know how to become beautiful, then she needs to have a professional, trustworthy platform to tell her how to make herself different.

Le Bee has a lot of beautiful people, they have deep attainments in fashion, they have a lot of ideas, such as what occupation, what color of women should be makeup, how to match, he will give you a lot of answers. So Le bees are not selling cosmetics, but in providing women with beautiful solutions, that is, to help female users to find, find the life of the beautiful genes and factors, this is the vertical electrical business can do and can be a place.

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Xiaopeng also believes that the vertical electric business can not accommodate suppliers, catering to the supply chain, but should transform an industrial chain. That is to say, "Can't the supplier have what goods, I sell what goods, but I tell you, I want what goods, you want to produce out, like these also only vertical electric quotient can make." The