Sometimes like flies on the window, the scenery outside is very good, the food is many

This is used to describe a lot of Taobao people, and more appropriate. Everybody sees is the case of the glossy success, ear hears is 19.1 billion "double 11", as if Taobao was the gold mine of California in the United States, as long as the past, can catch a pen like.

Last time I took a taxi, and the driver, I heard that I was doing e-commerce, he said with envy: "You are very profitable ah!" There is no cost, I want to do Taobao. I used to open a restaurant, because the cost is high, the result is closed ...

It seems that the public misunderstanding of E-commerce is very ill.

I feel that the public has no understanding of the simplest Chinese vocabulary of "advantage". Everyone thinks, do Taobao, low cost is the advantage, but, if everyone has this advantage, it is not called advantage, will eventually become vicious competition.

On the other hand, does it really cost less to compare networks to entities?

All I can say is that any one of the costs of an entity has a network;

Don't believe us to scrutinize.

Entity said: The entity open shop to decorate, decorate, prop ah what, shop is 0 cost.

In fact, to build an online shop, 0 cost is possible: Copy a few pictures at random, one night all buttoned up, their own wages swallowed. But this situation, must do 365 days No business plan, equal to not open.

In fact, to build a reliable shop, at least need 100,000 ~20 million investment!

Why？

The main costs are: early creative planning, photo shooting, late graphics and text of the United States, shop design.

If you want to make sure that customers come to your shop and have a heartbeat, then you have to pay. Casually to an advertising planning company, this case will not be less than 100,000 ~20 million input;

You might disagree: Why is the picture so beautiful?

In fact, beautiful or second, the key is to have characteristics! How do you make sure that a 3000-dollar salary recruit girl can help you correctly convey your brand concept, the selling point of the merchandise, the good copy, the heart of the design? This is not the 20-year-old young man can make out, is the need for marketing and planning details.

Therefore, the physical decoration if spend 100,000 ~20 million, the network is still unavoidable.

Moreover, the physical decoration can be in a long period of time once and for all, and the network decoration, is constantly, regularly will have new products listed, but also need to redesign, filming and the United States, the cost is constantly added, the situation is worse.

Entity says: The entity opens the shop to pay the rent, the water electricity, but the network does not have.

5 years ago, some people might agree, and now say, it's absurd.

First of all understand the essential difference between the entity and the network: that is, the entity has a location, the network does not. If you open a KFC in the railway station, it must be a continuous business, because people are not your guide, passengers have to choose you. In the network, you have no longitude, no latitude, at most a set of HTML code, or hang a Tmall suffix.

So, on the Internet, you have to take the initiative to find people. And this advertising fee is disguised as rent!

In the physical mall, the average rent is 20 points, 20%~30% high-end shopping center, and in Taobao, advertising costs basically consumed you 15%~20%, plus the Cat's commission, quickly 20%~25%.

Some people may say: Taobao do activities, not all free flow?

Fact。

First of all, Taobao do activities, your advertising costs are reduced, but in the physical market, there is a year-end promotion of something, shopping malls will not reduce the point of business? Same truth.

Secondly, do any Taobao activities, must be to reduce the price of the premise. Price reduction requirements, more stringent than the entity, calculate down, deduct advertising fees, in fact, there is little.

There is no limit, there is no protection, there is no threshold, it is the biggest threshold. Although the physical store passenger flow is limited, but also protected; although there is no visible rent on the Internet, the cost of importing people is a disguised rent. People who have experience in the trader will tell you that this ratio is not lower than the entity.

Entity said: The entity needs to prepare goods, your electronic commerce may empty buys the empty sale, resell the business.

If you open a microblog, with a bunch of rich or wealthy friends, and then you look everywhere for jewelry ring or antique source, and then sold to the rich, then it is profiteering, in a circle to make money.

But the real e-commerce, is seamless connectivity, is a continuous retail. Internet sales are most afraid of: the customer down a single, suddenly no goods, or even if there are goods, dozens of days can not send out, this is disastrous.

The person who has not experienced the electricity business will say: My brother has a real electrical city, I put his goods on the Internet, have a list from his brother to get the goods do not have it?

Let's analyze This statement:

How do you make sure that the inventory of the network matches the real inventory of the entity?

Yaozhang Real match, must have a software system, above the electrical city, the first need to stock inventory, and then enter the inventory software, and your Taobao shop through information.

Second, the entity every sell a commodity, must scan out, the system also need to immediately deduct this inventory, at the same time transfer to your Taobao store, otherwise, you can not avoid a single and no goods.

How to ensure the timeliness of delivery speed?

Even if the entity you are contacting has goods, it will not be timely to take the goods. And the network retail, need in the longest 12 hours, must be shipped, otherwise the customer and the bad comments will drown you. And since it is to see a single to take the goods, it must be accumulated to a certain number of unity to take, even if it is to send out again, is also on the run. There's not enough money for you to make.

To be serious, any reliable network business must be stocked, and the requirements for stocking are higher than the entity!

Physical stores of goods, no goods are not goods, customers have a choice. Entities selling goods, will not be posted on the number of sales and customer comments, the choice of customers will appear more random.

But in the network, there is a bandwagon effect, and advertising and natural flow, but also need continuity. The network sells very good, the comment is also very good, other customers will also be more inclined to buy, therefore, the best-selling goods cannot break the goods, this in the network sale aspect, is a common sense.

If you use a number of flagship products to advertise, import people, then the broken goods means disaster.

The accumulation of natural flows, but also the need for these best-selling goods, if the goods are broken, it means a huge flow of people and loss of profits.

Therefore, the network sales of these requirements, destined to your stock needs more full, more accurate, and need to follow the network sales curve, to determine your stock curve. If it does not match, there must be a problem.

Therefore, regardless of the need for stocking, the adequacy of the network is not less than the requirements of the entity. Moreover, in the supply chain management, the network needs intelligent data analysis and management, in order to maintain a good market!

Taobao deep like the sea, in the discovery of a variety of costs and pressure, all kinds of unspoken rules of the rules, let you overwhelmed. Taobao is a siege, do people very hard, but outside the city people think that is the future.

To increase the gross margin ...

Do electricity business is hard, general net profit can have 10% can say is very very good. The cost of a little control is not even 10%. Therefore, we must consider another way to make money: to raise gross profits.

I declare first, I do not give the answer, I just ask questions, and we discuss together.

Let's look at the cost structure of table 1 first.

This is a hypothetical Taobao cost structure.

First of all, table 1 cost items, one can not be less, it must be spent:

1. Advertising Fee: 15%~20% is the basic proportion, if the operation is good, can be lower, but it is difficult to estimate;

2. Logistics freight: To see the characteristics of the commodity itself, the heavier the larger the volume, the proportion of natural will be higher;

3. Warehousing Distribution: The wages of the distribution personnel, surface and supplies costs, fixed input depreciation, estimated is indispensable;

4. Staff wages: Do not expect scale effect, business is big, personnel will go up, 10% is an average level.

If you want to get a higher margin, you have to pay higher costs to make the structure of table 2. This is the future of the electric dealer upgrade road.

So where does this net profit margin of 20 points come from?

Do not worry, please put out 20 points, take out 10 points, to do something to improve the Maori.

If you sell 3 million yuan a month, then take out 300,000 yuan, 1 years to take out 3.6 million yuan, to do what?

1. Create a Smarter marketing team

Monthly salary of 10,000 ~2 million, recruit more high-priced talent, such as the United States, copy, propaganda master, data analysis master, operators and so on, so that they become the core of your online DNA.

More customer service, packaging and delivery of more, are illusory prosperity, the hands of the people for the moment, you need to see: In the office, there are several people are thinking about the problem, rather than all day I am whistling in the implementation, but did not think. These people are at the heart of deciding whether you can get a high premium.

2. Internal recruitment, or external integration of several reliable designers and buying team

Commodity homogeneity, is the network, who set foot, who is doomed to no money to earn. But good product design, or procurement of better sourcing, is the need for a keen vision and professional talent, but also spend some money to recruit a few long-term cooperation designers, or the whole number of buyers, everywhere to find a good source of goods, to ensure the vitality of commodities.

3. Do more CRM data analysis, management and interaction

CRM is critical for consumable items, or for multiple purchases. Can you spend some money in your own electric business ERP, the entire customer analysis module?

How to manage customer block? How to conduct a more in-depth analysis of customer purchase behavior? At the same time, how through msg/edm, or delivery of the way, with customers targeted communication and information? These inputs can effectively improve the loyalty of the old users, thereby saving advertising costs, to obtain higher customer surplus value.

4. More integration of upstream resources, money, you can consider a stake in the factory

How to achieve the front-end of the network retail, and back-end production supply, real effective docking, estimated E-commerce circle, not a few people do well, and do well, are rich.

In addition to controlling the front end, it is more necessary to control the backend. If our production faster, flexible, flexible, then for the network, is a huge hidden advantage.

As far as I know, some of the assets of some factories add up to millions of yuan to tens of millions of yuan, and foreign trade to domestic, a lot of people have a headache, just is the time to copy the bottom.

If you want to make money, you must go marketing and data-driven path, the real formation of effective marketing CPU, integrated upstream and downstream resources, optimize the old customers, optimize the product design and selection, from the height of marketing strategy to view and operate the network, is the future way out.