Thunder Mountain fish sauce: From the explosion to the regional electric dealer tipping point

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If the "Tip of the Tongue 1" in the bamboo shoots is the rapid development of Suichang E-commerce Booster, then, the Thunder Mountain fish sauce can become the Southeast Guizhou region E-commerce development of a tipping point? In the face of a night of red Thunder Mountain fish sauce, Ray Mts. Local Ashe jumped out of the "explosion" of the sale of goods thinking, Take the Thunder Mountain fish sauce as a tipping point for a series of business thinking. I share this article, I hope to help you.

Thunder Mountain fish Sauce "famous" and "Tip 1" in the Hairy tofu, Connaught Deng Ham and other products are roughly the same, hot programs released focus on the effect of small local specialties in the instant burst red. In this very short period of time, the merchant staged a war of speed, the battle is on the supply chain reaction speed.

However, the increasing number of online sellers corresponds to the rapid decline of the Ray Mts. fish sauce Web search index. From the beginning of April to the end of the month, the Thunder Mountain fish sauce on Taobao search index presents a "roller coaster" style curve. Before April 22, its search index was zero, April 22 ~ 26th, a wave of brief climax, and after that, the rapid decline.

How long is the life cycle of this explosion? When the focus effect of TV shows fades, consumers return to product details from the storyline, and the market outlook for the Thunder Mountain fish sauce is not optimistic.

The "Speed and passion" of an altar jam

The Thunder Mountain Fish sauce's fame can be said to be completely accidental. If there is no "Tip 2", it may just be a local people table on a common condiment, and the network of hot products completely irrelevant.

Almost at the same time as the program broadcast, Taobao set off the first Porey fish sauce search climax. However, in the evening Taobao did not find the sale of the product sellers. Overnight, the merchants staged a fight to rob the speed of supply.

and long-term commitment to the Western agricultural products to promote the Ray Mts. local lad Ashe, in this round of the war, it is accounted for the best opportunity. Just two months ago, he and his team set up a project to prepare eco-pigs in a village below Ray Mts. County. The village is just adjacent to the bridge gang in "Tip 2". On the show, Ashe first contacted a colleague in the village to confirm sourcing and buy local sources. And he himself in the next day to reach the documentary film-Ray Mts. County Bridge, the first visit show in the Miao Peasant Woman Yugauri, the plate under the spot of more than 300 kilograms.

The first products were sold out as soon as they were on the shelves. For many businesses, the Thunder Mountain fish sauce Detonation is a sudden event, competition is the supply chain reaction speed. It is understood that a seller of Shanghai overnight sent to Guizhou Thunder Mountain, 2 o'clock in the morning to find manufacturers, the morning 8 to wait until the factory director, 9 points to set prices, 10:30 related picture material back, 11 points will be fish sauce in the day cat online. The sale speed of the cat platform is also astonishing: 20 seconds on line, sell 5 altar, 10 o'clock in the evening, 1000 altar fish sauce sold out.

But Tun. Ashe the first time to work with the Yugauri couple. Cooperation is: Yugauri couples in accordance with the "tip of the Tongue 2" broadcast ingredients formula, the use of materials to make the Thunder Mountain fish sauce, ashe help promote, sales. In addition, the film appears in the "Rice flower fish" will also be in the harvest when the supply to Ashe for network sales. Up to now, the previous inventory of more than 300 kg of products have been sold out, and nearly 500 kg pre-sale products are expected in August shipments.

The story stirs the taste buds, the product conquers the taste buds

Obviously, "Tip 2" pry not only the taste buds of the cargo, but also triggered a small wave of "gold Rush." In addition to Ashe, Taobao on the emergence of a number of geographical location labeled as Guizhou southeast of the sellers. However, from the consumer's late feedback, the results are not as good as imagined.

"So far, our shop has received three bad reviews. Ashe said that the Thunder Mountain fish sauce is the traditional condiment of the Ray Mts. County of Qiandongnan Miao Autonomous Prefecture, the taste problem becomes one of the difference evaluation sources. Fish is too small, too little, taste sour, spicy, courier do not give force, the package has broken and other problems, may become a factor affecting the user experience.

When the focus of the television program faded, consumers from the emotional, sensational story picture back to the product details, the Thunder Mountain fish sauce What problems? The product experience is lower than the consumer expected. Many users questioned the amount of fish sauce. This is a typical phenomenon with less experience than expected. It is understood that the Thunder Mountain fish sauce can only be produced once a year in August. On the one hand, specializing in the production of the Thunder Mountain fish sauce Climbing rock fish are wild, the number itself will not be too much; on the other hand, although there is no shelf life, but, after a long time, fish sauce in the fish has become a meat sauce. The relative remoteness of Ray Mts. 's geographical location has affected the logistics efficiency to a certain extent.

Visual and taste differences, so that the user experience greatly compromised. To some extent, the test is the seller's crisis public awareness.

"Our pre-sale time is 7 days, I think this time is relatively long." So a letter of explanation is attached to each customer's parcel. Ashe told reporters that due to the packaging material restrictions caused by slow delivery of the problem, in the face of user feedback after receiving, he also made timely communication.

"Tip 2" stirs up the taste buds of the user, but it depends on the product to conquer the taste buds. Although Ray Mts. fish sauce is not a standard product, but "Tip 2" in the 3-minute picture of the invisible in the shape of its consumers in the heart of the standard. Once below expectations, the likelihood of a bad review is great. But Ashe said to use the product to prove everything, he said, pre-sale products and Yugauri couples cooperation. In accordance with the requirements of the cooperation, the pre-sale products used ingredients formula, the proportion of materials are in the previous program broadcast content as a standard.

The turning point of the explosion

But Ashe is worried about one thing. He told reporters that in the case of a hot product, August will certainly have a large number of fish sauce to go public. And, many sellers are more optimistic, and local enterprises have signed a large amount of orders. But, in contrast, the Thunder Mountain fish sauce Popularity index is falling sharply.

"Its own properties determine that it is not a long-lasting electrical products." "The experience of many years of agricultural electrical dealers told Ashe that the Thunder Mountain fish sauce as a burst of life cycle will not be too long." It was based on this judgment that he repositioned the value of Ray Mts. fish sauce. If "Tip 1" in the bamboo shoots is Suichang e-commerce rapid development of the booster, then, the Thunder Mountain fish sauce can become the Southeast Guizhou area E-commerce development of a tipping point? He made such a bold assumption.

With this assumption, Ashe began to carefully verify, bold innovation.

First of all, he hopes that the Thunder Mountain fish sauce as a tipping point for the development of E-commerce in southeast Guizhou, driving other agricultural products and even the development of industry. "We are not selling fish sauce, but the ecological environment." Ashe said that the Ray Mts. ecological environment, in addition to the Thunder Mountain fish sauce, there are rice flower fish, Tianma, tea and other original ecological agricultural products.

As a result, in the first batch of courier packages for customers who purchased Ray Mts. fish sauce, Ashe presented a Ray Mts. silver ball tea with a brochure introducing Ray Mts. agricultural products and rural tourism. This raises potential users to some extent, and he plans to develop a local hiking and self-driving route to improve local farmers ' incomes.

Secondly, Ashe hope that the dog can take the Thunder Mountain fish sauce as a sample to explore the feasibility of the C2B model of the agricultural product electric dealer. Taobao shop in Ashe only two products, one is the standard, one is a private custom section. According to the standard section by the Miao Peasant woman Yugauri in accordance with the "Tip 2" of the standard brewing, private customization is based on the user's personalized needs brewing.

In addition, Ashe through data analysis found that in this batch of users to buy Ray Mts. fish sauce, through the mobile phone under the single account higher. "Therefore, in the future, we will also try to move the office model." ”

Source: World Network Shangwen/Yu Lingyan editor/World Network business Ma Xiaodan