The real warrior dares to face the dismal life

Editor's note: "The real warrior dares to face the bleak life, dares to face the dripping blood"--Lu Xun

The report said Taobao currently only 3% of the shops can be profitable, the remaining 97% of the stores are basically cannon fodder. This is a very terrible figure, all said that not to make money is a crime, then, what is the cause of such a large group of electric power, as always, in this vast army of the road of no return?

2013, I have summed up a "traditional tyrants to the electric quotient of 16 misunderstandings" have been widely disseminated. These misunderstandings have a strategic level, some of the implementation level, but more or less to the operation of the electric operators have a negative negative impact.

These misunderstandings are of course the reason why the electric business is difficult to break through, but to delve into those in the operation of the electric business or hanhen exit, or the last halberd died in different "electrical quotient disease" of the shop, you will find that, although the final is to close the electric dealer shop, vowed never to touch the electricity business, but they leave the reason is all kinds.

One day, I summed up the electric quotient 15 kinds of death method, on the sexy marketing of Sina Weibo, after a netizen actively to interact, and then add 3 kinds of, I think carefully, these 18 kinds of death can basically cover the former "Electric business Martyrs" The reason why Hanhen and died, And these 18 death laws will also become the successor of the "nightmare".

Electric quotient 18 kinds of dead method: 1. Pure selling thinking. 2. No high-quality content production capacity. 3. Simple KPI thinking. 4. Lack of awareness of new media. 5. Technology first. 6. Pure Business School. 7. No forward-looking and strategic vision. 8. Only make money first. 9. Speculation does not put into thinking. 10. No think-tank support. 11. Cut the brand and electric dealer. 12. Cutting the electrical quotient and entity. 13. Simple low price thinking. 14. Simple product winning. 15. The boss is supreme. 16. Platform thinking, 17. Free thinking, 18. Flow thinking.

The following on the above 18 kinds of death method analysis, some cases if you déjà vu, that explains this analysis is the real case, so, before you get to the point, please know this principle: welcome, the same as deliberate, coincidence is normal.

Gossip less and stay next.

A simple way to sell goods

Comment on: This is the traditional brand of traditional marketing thinking in the operation of the electric business continue, or to the traditional marketing thinking to do the electrical business. In fact, the traditional brand in the traditional channel is also the thinking of selling goods, the idea of selling goods is wholesale thinking.

Either behind closed doors to a inventory, or follow a copy of the big inventory, like the apparel industry is in Europe and America popular magazines or big cards, then, the whole market seems to use the same designer. This kind of selling thinking is before the development of goods, no overall planning, in the market after no matter how sales. Originally do wholesale is one-time, agents take the goods back, tube you sell not sell.

When using this kind of selling thinking to do the electricity business immediately highlighted the conflict between the two, the essence of the electricity business is retail, and retail pay attention to the brand as a whole of the operational capacity, the need is the brand of various resources integration and matching.

Specific performance:

1, copy the cottage a Inventory 2, casually to the wholesale market Group A inventory 3, anyway warehouse inventory, is the most typical idea;

Ideological roots:

1, deep-rooted traditional brand of traditional marketing thinking in the operation of the classic embodiment of the electric business, 2, the sale of goods thinking is wholesale thinking, 3, the traditional marketing of the lack of brand building in the operation of the electricity business embodiment.

Second, no high-quality content production capacity

Comment on: The brand is the comprehensive quality content, the electric business store and the physical store are the same quality content of the scene and the reappearance of the theater. Whether it is in the real store performance of the brand, or in the electrical business operation of the outstanding brands, they all reflect this. Conversely, the dead electric dealers and the dying electric dealers, are lack of high-quality content of the production capacity.

Countless dead electric dealers have all revealed a point, this has no content production capacity of the electric dealers, they only know the rough discount promotional activities. In the physical store, waiting for customers to come, in the electricity business is entirely dependent on the flow of the platform, this does not have high-quality content of the brand, the feeling of most low-end, shoddy, no clear-cut brand force lattice.

Concrete Embodiment:

1, did not plan the creative department at all, 2, the application of Internet media is ignorant, 3, only the electric business platform parasite, 4, completely rely on promotional activities to survive;

Ideological roots:

1, or traditional marketing thinking leading the operation of the electric business; 2, the real lack of a deep understanding of the electrical business;

Third, simple KPI thinking

Comments: Sina Weibo circulated an article called "The performance of the destruction of Sony," We know that performance is the KPI. If it is true that performance has ruined Sony, many of the country's traditional businesses are ruined by this fashionable concept. In the domestic, all fashionable concept, the tyrants must all have the interest to learn to do, all tyrants to learn to do the concept, necessarily will in the actual implementation distortion. Unfortunately, many brands of electric operators are dead on this distorted KPI.

How far is this twisted KPI? Tyrants even a dime to calculate the input-output ratio, now changed a fashionable argument called conversion rate. If you feel that there is no way to convince tyrants on conversion, then don't talk to tyrants about any of the so-called programs.

For example, and tyrants talk about new media marketing, tyrants must say, I this message out you have to bring me how much conversion rate. Or, I give you how much money, you must bring me how many sales. Simple, rough.

Specific performance:

1, everything must talk about conversion rate. 2, KPI as the core, without any trial and error opportunities. 3, planning creative and even any innovation is impossible.

Ideological roots:

1, want to win is afraid to lose: just want to throw some money to try, but absolutely not a loss, have to earn to continue to do; 2, disguised management monitoring, thinking that this can be firmly put the staff tube well.

Iv. lack of awareness of new media

Comments: I have said that many brands of electric shop is actually an "island of information" in the Internet world, in addition to relying on the power of the platform itself promotional tools, almost, these electric shop is "isolated from the net". Later, the development to micro-BO, QQ Group, QQ space to send a variety of tireless promotional ads. But fundamentally, this kind of simple rough promotion information push, to the store and the network World communication, can not play any role.

Today, the state of "islands of information" in many electric business shops still exists, not to mention social power providers. In other words, their understanding of the new media is still unknown: they have registered a micro-blog account is a new media marketing, they put the copy sticky chicken soup as a content production, they boast of the soft text is regarded as brand communication.

Specific performance: 1, the Swarm became a micro-credit marketing micro-marketing training prey; 2, a swarm of registered micro-letter public accounts, and then less than a few months do not know what to send the content of 3, or QQ Group, QQ space, micro-letter microblogging promotional ads, 4, think in Baidu to cast the keyword is the network marketing.

Ideological roots: 1, or with the traditional marketing thinking leading; 2, for the new media will be in the brand marketing and even in the status of the operation of the electric operator ignorant; 3, the operation of new media marketing hearsay;

V. Technology FIRST

Comments: Now about the operation of various technical skills and tactics of the analysis, use, actual combat books can be said to be voluminous, micro-BO micro-letter is also mostly such information, and these skills and tactics are completely dependent on Taobao day cat. In other words, in many people's eyes, taobao cat means electricity, but still want to say, although Taobao cat occupy the majority of the electricity quotient of the share, but does not mean that they are the whole of the electricity business.

We spend too much time studying the messy rules of the cat, and the rules change every year. So many people think that straightened get through these rules, the electrical business will be Yimapingchuan, what flow conversion rate is easy.

Now, it is precisely these skilled skills and tactics of the shop in deep trouble, it can be said that technical skills and tactics did not save them.

As we all know, the reason why the shop is struggling to study skills and tactics is to drainage, is to pass the platform to the various promotional tools, skills and tactics to import traffic into the store. Of course, these skills and tactics can bring some traffic, but not all of them.

I am on the sexy marketing Sina Weibo paragraph: I have been stubbornly believe that the so-called electric business skills, although the shop is helpful, but far from the fundamental solution. The whole electric business pool is not enough water and water is limited, Ali and Sina cooperation is thinking from the micro-bo drainage past, but it seems to have little effect, now the sellers have been suffering from the flow of hunger and thirst, relying on the skills of the operation of the trickle of the flow can not meet the hungry sellers Platform is to make money, but the bitter sellers.

Specific performance: 1, the mastery of technical and tactical skills to become the whole operation of the electrical business; 2, flow hunger disease;

Ideological roots: There is no deep cognitive and rational planning for electricity dealers and operation;

VI. Pure-Service faction

Comments: You know, now in the operation of the majority of the people are the traditional brand transformation, these tyrants in the physical channels are through their own hard fight to get today's success, so that they are real doers. These doers in the electric business is a silent fight, hard-working. Their mantra is "do the work, do more". Any ideas that deviate from their values, perceptions, and thoughts are seen as blowing, theoretical, impractical, unable to land, etc.

They are in the physical channel is really rely on their own real material to hit a brand of Heaven and earth, which allows them to develop a kind of only know work, and neglect the habit of thinking. They reap the results, but they never know how the result came. Like today, they still reap the consequences of loss, confusion and so on in the workings of the electric business, but they still don't know what caused it.

Specific performance: Busy

Ideological roots: Chaos

Seven, no forward-looking and strategic vision.

Comments: There is no planning, no strategy, this is almost all the current brand in the status of the operation of the electric business. Some to clean up the inventory, some have some spare money to play, some in the physical channel cornered, in short, there is little power to operate a clear scientific and feasible strategic planning.

Why is there no plan? On the one hand is the entanglement is the physical channel by the electric business impact, the entity channel this stronghold can not be lost. Second, the electric dealer is only the brand dispensable one sewer. Third, there is no clear understanding of the role of the electric dealer in the brand and even the future development of the brand.

The electricity merchant becomes the most also relies on the entity channel sale brand one to be worthy of a veritable chicken's ribs: looks at others in the electric business aspect to be in full swing, the heart has unwilling. Do it, but it is powerless.

Concrete performance: 1, muddle along; 2, the accessory of brand sale.

Ideological roots: The main channel, the electricity business is sewer.

Eight, only make money first

Comment on: Business of course to make money, this is natural. But everyone knows, want to make money, have to have input, make big money, have a team, want to rely on the brand to make a lot of money to make a long time, even more need a team of great effort.

Is such a simple truth, but in many of the electrical business practitioners here have encountered problems. It seems to them that making money is a must, and only making money is the most important thing. Thus, in order to make money the supremacy of the core thinking under the guidance of the formation of a flat-car workers, warehouse managers, repairman and so on as the core of the electrical business Operation team. Do not think that I am joking, in many traditional enterprises, the operation of the electric business team is almost from various departments from the composition of the "troupes."

You think the tyrants don't want a professional guy? Of course, but the investment is too big, as in the company to find a few people to explore slowly. This groping does not matter, all of a sudden the electric dealer into a puddle.

Specific performance: 1, troupes 2, all to save money mainly;

Ideological roots: short-sighted

Speculation does not put into thinking.

Comments: Tell a case: There is a tyrants, ready to launch a new project. The Convenor of the horse ready to open, from the initial December 2013 project, March 2014 Electric Shop must open, this has been the most outrageous planning. And then, by September 2014, the big-span change has been staggering. During, called the so-called marketing elite think tank for the project discussion, and put forward to make a micro-film can cause concern, and then detonate the market, brand sales first cannon. Tyrants immediately after listening to the implementation of the adoption. Q: How does the electricity shop work with this piece? Tyrants incredibly faltered to the other.

The classic example of this case is the fantasy of a micro-film to detonate the market, a new brand, a new electric dealer shop, incredibly rely on a micro-film, this disregard of basic business logic, sounds like a myth, but it really happened. Why is there such a strange thing? Plainly is tyrants speculative psychology, Biching, to just a micro-film can lay a Jiangshan, this is how tempting things, no one can refuse this come a little sudden happiness. Such things happen in the tyrants of many operators, and they will continue to happen.

Specific performance: Fantasy

The root of thought: speculation