Tong: The second study of e-business model innovation

A famous international investor sent me a book-Blue Ocean Strategy, let me read the report. There may have been a lot of friends who have read the book, and all the friends who read it know that it is a book about business model innovation. Today we will discuss the method in this book.

After reading this book, I summed up the core of the book into 10 words, 5 words.

The first word is "innovation", which is at the heart of the book. To get rid of the vicious competition of the Red Sea and create the blue sea without competition, we must innovate. Because when you innovate a niche industry, you're the boss of the industry at first.

The next four words are about innovative methods. "Elimination, reduction, increase, creation", respectively.

Those elements that are taken for granted by industry need to be removed? Should the content of those elements be reduced below industry standards? Should the content of those elements be increased to industry standards? What elements of the industry have never had to be created?

This innovative approach is particularly good in the book, but the book is mostly a traditional industry example. How do Internet projects use this approach? We use this method to analyze the business mode of the Business-to-consumer.

I. Elimination

Are those elements that the industry takes for granted to be eliminated?

In the business E-business model, most people think of "inventory and logistics" as a matter of course, and these two are also high cost factors.

Since these two pieces are a high cost factor, can we remove them? Most people's first reaction is: certainly not.

Nothing is impossible, there are more ways than problems. At present, e-commerce sites have been removed from these two links. There are two ways to get rid of these two links:

1, sales of information products, do not sell physical products. For example, treat 800, he sells a variety of eating and drinking places have to book information. No inventory required, no logistics required.

2, the kind of product sales, you need to integrate related resources. For example, Ningjun's Healthy China website. They and tens of thousands of well-known brands across the country to reach a direct sales of health products cooperation. They bring orders through the site, and then directly to the contract near the signing of direct sales staff to organize products, delivery. In this way, they are selling information. But they use the most important order information this ring, very good organization of existing resources.

Ii. reduction

Should the content of those elements in the business of the company be reduced below industry standards?

Hard Advertising

The last time I attended a business meeting in the industry, I found that the most current Web site for a good company was a lot of advertising fees.

The biggest advantage of the internet is that it is a low-cost marketing platform. The business website wants to develop quickly, reduce hard advertising, reduce marketing costs, and then spend more energy on marketing innovation.

Iii. Increase

Should the content of those elements in the industry be reduced to industry standards?

Payment method: Most of the users of the website only choose two or three kinds of simple payment methods, in fact, the payment method is convenient, directly determines the user's desire to buy. Most consumers are impulsive shoppers, and if they are having trouble shopping, these consumers will turn into sensible shoppers. Therefore, the more convenient the payment, the more benefits to the sales of the business. And this one is particularly important. The biggest reason why China's SP industry can have such a crazy market is its ease of payment. If the SP's service is to the Post Office remittance payment method, it is impossible to have today's market.

If who does the industry, must pay the way to achieve industry standards, to do the most convenient words, for your sales particularly special benefits.

Iv. creating

What industries in the industry have never had elements that need to be created?

1, Shopping Guide information: Most of the Web site are exhibits and product sales, monotonous content, it is difficult to retain repeat customers. Many sellers in demand, the face of many similar products, the choice will make them very blind. If there is a very reasonable shopping guide information so that they have to buy products for an objective understanding and comparison, they can buy a product to satisfy his own. Customer satisfaction, customers are willing to continue to your website to buy products.

The customer buys the product, buys is not the product itself, buys is the product to bring the user the benefit. Personalized Shopping Guide information can help users quickly get the benefits of various products.

For example, when we buy books, want to directly in the online bookstore to see a lot of information related to the book and valuable Netizen evaluation information, it is too difficult. There is not an online bookstore to put this piece of work. You are the first to do, you will be able to get the quickest way!

For example, buy gifts, we often do not know exactly what to buy gifts suitable for anyone. If a gift site can be based on the purpose of the user gifts, to increase the number of gift-giving culture and gift-giving knowledge, so that the knowledge to teach users how to give gifts, and then according to the user's purpose, with the Guide information reasonable to recommend relevant gifts to users. The sales effect will be very good.　Is there such a gift net now? If you don't have it, do it quickly!

2. Shopping culture:

Most shopping websites are missing one thing, that is the shopping culture. What is the shopping culture? We are not so advanced, to say the truth, is to let your shopping site to create an atmosphere, but users feel that in this atmosphere to buy your products is a kind of enjoyment.

What if this is done? All the above mentioned strategies to do, but also to the humanization of efforts, for the site to add more features to stick users, create this atmosphere.

Take Dangdang as an example. I think Dangdang will increase the Douban, you can create a bit of this feeling. This is just a combination, if you can create a better form, that's better!

(Welcome to pick, please note the author and the source, starting: E-commerce Guide)