The future of the vertical electric dealer

In the 2013, it was cold and cold for the vertical electric quotient, either changed or died.

There is no doubt that the trend from traditional retailing to E-commerce is certain. This is the fact that the amount of transactions on the Internet has grown very fast, and its share of Chinese retail shares in the expansion of the proportion in each year, whether it is Taobao Cat, Beijing East or even left behind the easy to buy, Bowser, when all can achieve growth. Although the situation is good now, only the vertical electric business is still very difficult.

Why?

Using the thinking of the platform electric quotient to do vertical electricity quotient, will surely die; blindly involved in the traditional business in some irreplaceable areas, must die; without any business experience, believe that E-commerce = electronic + business, must die. E-commerce is ultimately a real economy, the Internet is only one of the means, the final delivery of user products is the completion of a transaction. The Internet is a channel in which 98% of the user's needs require you to meet with the things you sell and the services you provide.

First, vertical electrical business don't touch those areas that are difficult in traditional business

Some time ago, the news of the transfer of excellent vegetable network, CEO Ding Jingtao mentioned a point of conclusion is that "the standardization of products of the vertical electrical business either die, or into the major platforms." As the brother of the old Ding, I feel very sorry, sorry there are two points: first, for the failure of the business, and the second is the feeling of old Ding to the end also did not understand the reasons for failure. Fresh is definitely not a standardized industry, if the raw is standardized, excellent vegetable network will not encounter so much trouble, at least a year to insist on no problem.

Fresh industry, accurately said this industry in the traditional areas are not standardized, how can it be standardized on the Internet? Why the market so far has not been any impact of the Internet, which we need to think about.

Even in large shopping malls or supermarkets, fresh products are most of the pallet is rented out, why other products can do the supermarket's self, and only fresh need to rent it? Many supermarkets have had their own fresh business, but in the end they failed and instead rented the counters. Fresh operators need large supermarkets of people, supermarkets hope that they can be profitable in the case of a full range of coverage, the ultimate way to collect rents proved more effective.

This shows that in the traditional retail industry, it is not easy to fix fresh business. Consumers need to buy a live fish and slaughter on the spot, this is not only in the market can do, your online distribution how to achieve? Consumers want to pick a piece of meat and then live to cut the stuffing home can make dumplings, your online delivery how to do? We can make sure we sell the same TV and air conditioner, But can you guarantee that every fish, every shrimp, every pumpkin is the same? How do you convince users that the one you gave him is not the best thing to have a fixed standard.

A TV fridge is really nothing to pick, but fish, shrimp, pork, cabbage, these things are very good to pick the head. Consumers tell you that he wants a few kilograms of pork ribs suitable for stewed ribs, if he is not present, how can you be sure that you cut off is his satisfaction? The user wants to buy a live chicken to slaughter on the spot, how do you bring the live chicken to his face and slaughter it in person? These problems, traditional supermarket stores have found that their little girl employees can not be handled, Finally have to outsource. To solve these problems, unless you can guarantee that the world's fish and shrimp are the same as the TV fridge as long as the same, or you can achieve your courier pulled a car of seafood, to the user's doorstep, let him pick, and then slaughtered on the spot. These very realistic needs, the Internet has no way to solve.

After failure analysis experts summed up what supply chain, what procurement localization, these things are illusory. You are selling seafood in Beijing, how to do the procurement localization? Beijing local even hens that only lay eggs. If these so-called supply chain localization exists, then the big supermarket stores these things can be solved, but why still can't make the final rent out, because the market provides the service supermarket stores can not provide. Before starting a business in the market to rent a booth, if you can sell the next to that even the SKU is nothing to hear the fat aunt, and then come back to experience and then to see whether the electricity business makes the trade more convenient and affordable. These traditional store supermarkets can not solve the problem, the vertical electric business is best not to involve, even if you solve all the localization, supply chain, SKU these things, also useless.

Second, the vertical electric dealers do not be hijacked by the thinking of platform electric business

Each vertical electric business entrepreneur in summing up their own failures are stressed, as a vertical power provider to obtain users is how difficult, the sale of goods to repeat the low frequency of consumption, access to the cost of users continued to rise. Speak logically, we but the brain think, seems to be really so, and then a good attack on Taobao, you have to take the flow, let us how to survive!

In fact, is not so the case, the platform of electricity dealers said that the flow of more than everything, you a vertical electric dealer also said that no flow can not live; The platform electric trader says the user's repeat consumption rate is fatal, the vertical electric quotient also blindly pursues the user the repetition consumption frequency, also no matter you sell that thing whether can need not repeat consumption; At the same time do not reflect the difficulty of acquiring users is not the threshold of their own set too high. A vertical electric dealer, blindly imitate platform electric quotient, have what live reason. Compared to the platform electric trader This tiger, the vertical electric quotient is a mouse, you as a mouse must learn the Tiger to hunt for the skill, finally can starve oneself.

Each of the vertical electric operators, the first to think about what they are positioning. A sales suit of a website, find ways to pursue the user's repeat purchase rate, why not die? A man can buy a suit for two years is good, two suits basically can use 10 years, if see this repeat consumption rate, those traditional menswear brand long should die, but they live well. These vertical dealers are always showing users that if you often come to my website to buy, the more you come to the more affordable, the more benefits, of course, you must come more, must come, repeatedly to the user to instill more than a good idea, but give consumers a kind of here to buy a very worthless feeling. So something like a suit is obviously a two-year purchase I will not buy a second thing, I certainly will not go to a repeatedly told me to buy a more useful site. Wedding Photo Studio can survive, this basically people spend only once in a lifetime where all can survive, what is the explanation?

A photo studio in the time you go in to tell you "Sir, the next wedding photo call 80 percent", you still want to leave the knot again, you will still be photographed here? What is the advantage of the user when the first time to spend to let him feel that he has to serve a good customer, and then to win more customers to spend is the key, At the same time an affordable customer with the dissemination of value is also unlimited. A small shop or bar in Lijiang, Phoenix, it to do is not to let a few visitors repeatedly come, there is no tourists idle because you often go all the way to your service to repeat the consumption, but through the visitors to their own word of mouth out to attract more new visitors to patronize, vertical electric business is the same.

At the same time, as a vertical electrical business, when complaining about the difficulty of obtaining customers, whether you think that they artificially set the threshold too high? The customer occasionally sees you here has a good thing to want to buy, but wants to buy, is also registers this, also registers that, each kind of inconvenient transaction, I want to buy a thing, why I want to register you, I fill out the address and the payment can be completed after a transaction (this does not exist technical difficulties), why must make so complicated, you do not have to give me any coupons, I do not want to buy, I would like to buy this time, direct this cheap on the line. However, many vertical electric operators do not understand this truth, their own set the threshold to prevent users, but to blame the user's access costs too difficult.

Third, do not simply think E-commerce = electronic + Business

E-commerce is not electronic + business, the most accurate explanation is electronic business, electronic is an attribute, played only a cosmetic role, the essence of business, is to sell things. Many IT industry came out without any relevant traditional industry experience, or think that they understand the Internet people began to start a business, and finally failed to give a variety of summary, but no one is to say that they do not carry out in-depth investigation of the industry and personal experience.

Ma Yun, Liu, Guoqing, and so on, these relative to the founder of the successful electricity quotient, they have been in the field of traditional business for many years, to understand the original field, know what advantages need to be retained, what inconvenience needs to be addressed, and then use the Internet to solve the traditional business needs of change in the place, providing better services , cheaper prices, in short, so that users have been facilitated, they have the possibility of making money. On the contrary, these people who simply do the internet into the electric business industry, do not know what is involved in the field of what needs to be resolved, it is not clear what the traditional business of the good places to continue to maintain, is the original in the supermarket shopping malls to sell the things on the internet.

A lot of vertical electric business advertise oneself small but beautiful, actually they just make their website to do very beautiful, the thing is nothing, completely small but not beautiful. Small and beautiful need to be beautiful is what you want to sell, not your site. All the sites are pretty, and the stuff that sucks will initially attract a handful of people who care about these cosmetic things, such as the American-made, programmers, or Twitter-active users, and of course they buy it once and find out that your stuff sucks. Here you think of the college students who applied for the 58 when they gave advice to the city, basically are not polite to Yiu Jingbo said the interface is too ugly, how to change, I understand this situation, I am also a technical background, I do not see that kind of UI is very bad site, but so far, For this site to provide a directory portal, there is no better way than the existing methods in the use of more convenient, in no way to do the so-called beautiful, functional services is the most important. But now advertised small and beautiful vertical point on the only thing to do is the beautiful web interface. The most important thing is that those who advertise the design of the company, in the design is simply useless, so far I have seen the biggest design between them is a variety of their own web site.

Do a good job in E-commerce, you sell shoes to open a shop to learn, you sell home appliances, go to the United States Suning experience a few months shopping guide. Become familiar with it and then start moving to the Internet, or even more dreamy mobile internet. "Amazon is not an E-commerce company, it's an IT company," Bezos said, which was immediately enshrined by Chinese believers. Emperor of the world alone to Confucianism, but in fact legalism rule the world. Some words are used to confuse the public, no serious people have succeeded.

In this world, tigers have a tiger's living, the mouse has a mouse, the mouse is not as low as the tiger. But the mice had to learn how to live the tiger, and in the end they must starve to death. Transnational, the national chain of large-scale supermarket stores appear, many cities have a local well-known shopping malls to maintain impressive performance, but also the emergence of a variety of supermarket stores, there is no said that the store has no room for survival. Each industry has its own unique place and mode of operation, each of which has its advantages and cannot be done.

Vertical electric dealers have their own living space, but the current 90% of the vertical electric operators are no more than such a problem, so the 2013 will inevitably have a large number of vertical electric dealers down, in fact, just to pay their debts. Understand that the vertical electrical quotient of the road will eventually survive and grow.