Vertical Electric commercial test water Many categories is redemption or blind expansion?

Wen Dao ma

&http://www.aliyun.com/zixun/aggregation/37954.html ">nbsp; When the big platform electric Shangdou began to pave the way for the network finance, and the time is stirring, the vertical electric business still is sticking to own bottom line to work quietly, hoped can obtain more opportunities in the vertical category, and gradually obtains the market subdivision superiority. But is it enough to simply develop vertically? This is actually any one of the electric business platform will not be satisfied with the problem, because constantly doing strong and big is the ultimate destination for each Internet enterprise development. Therefore, when I see the Lok Bee Network to launch the Tide people wardrobe channel, not a bit surprised.

All categories of electrical dealers have their own doorways and advantages, vertical electric business is actually the case. Simply look at the whole category of electrical business mainly with their own huge flow of support, in a wide range of product markets to obtain more users of the demand, and as a user to attract the chips. In this respect, the cat, Jing Dong, when and so on are so. Only their respective brand advantages and audience groups bring different market influence. Of course, the premise is a certain price premium in which, let users know where the most affordable, they may be wavering at any time.

However, the vertical electric business is not such a train of thought. The vertical electric dealer basically walks the fine specialized market opportunity. Fine is fine, only in my products here are the best of their kind, or experience the best. is a single category to focus on the layout, such as the Music Bee Network cosmetics. Fine is to gradually refine a single category, really think of all the users may need, so that users in the pursuit of a single category can really do one-stop service. Also is the cosmetics electric Business enterprise, gathers the American excellent product, the Le Bee is each other's opponents. To a certain stage, it is easy to choke each other into a dead circle. At this time perhaps a change in the family, you can become another place. Le Bee began to dabble in the clothing brand, in fact, is also a try to change.

For the special beauty makeup of the Lok Bee network, into the clothing market, in fact, is understandable, because they are for the user to create a series of beauty, the two are in fact complementary, but also easy to find the point of two sub categories. And we can see the Lok Bee net to create the Tide people wardrobe is to create a series of people, that is, to take the personalized road, which is different from the Jingdong, when the Electronic business platform of the strategy. At present, Le Bee introduced Hunan satellite TV popular host Xie na trend brand "Huan-type", the famous host Li The trend of women's SDV, well-known fashion anchor Huanghantao European women's Ahora and other categories. It is reported that Le Bee network "tide people wardrobe" was born to win the support of many star artists, Fan Bingbing's queen stylist Bukoven also clothing brand will soon be settled in. This is probably also proud of the Li Network boss of the interpersonal resources advantage.

It's a sensible move to look for trends and personalities on clothing, because today's women pay more attention to personalized configuration, and do not want to hit the shirt, and the more they lead the trend to get their favor. Le Bee network to the tide person, nature is to create this personalized demand and differentiated market positioning. This and the current electric business clothing category and platform of operation is not the same. Le Bee network is also hoping to be able to through this personalization and differences to get more users to stop.

After the development of the vertical electric business to a certain stage, according to its own network advantages, carry out related category infiltration is a necessity. In fact, the development of the Beijing-East is not so, gradually penetrate to more categories, so as to play a greater advantage of the platform. In this respect, the Lok Bee net to beauty makeup for the accumulation, to serve women as the ultimate selling point, this category of involvement is mutual integration. It is reported that the Lok Bee will be open platform operating mode to expand the scale, to create a star tide licensing, fashion women, jewelry jewelry, luggage shoes mainly four major sections. For the Lok Bee Network, the future planning is to create a comprehensive service for women to provide a large network shopping positions.

But the future of doing so has a certain risk, because the category in the increase, it is bound to bring resources, capital, logistics, warehousing, personnel, research and other aspects of the matching follow-up, and the development of the child has a certain unpredictability, if the user does not eventually recognize, then the category of complex will also drag the weight of enterprises. If properly operated, then is a situation of abreast, not only the beauty products or clothing products will be a certain development, but if the improper operation, it will drag on the United States makeup market has accumulated foundation, so it is not worth the candle.

Of course, le Bee has chosen this path, nature should also think of a variety of results, for female users, beauty makeup and clothing is a pro, is inseparable, the only difference is when personalized more and more important era, people for the brand and product style, texture and other requirements and trends are not able to grasp the timely , the pulsation of the tide and the tendency to lead the change are hard to predict by the electric quotient, which adds some uncertainty to the future. Of course, le Bee chooses the personalized brand and has a certain influence star products, this will also rely on the star's own market positioning and influence for their own momentum. This can bring some benefits to the Le Bee.

The most important thing is how to find beauty makeup and clothing collection point, mutual promotion, and based on this, to bring more space for their own manoeuvre, in this regard, the Lok Bee network needs to the cat and Jing Dong study well. Only from the beauty makeup and clothing matching degree, the author is still optimistic about the introduction of the wardrobe channel, because there is the value of mutual reliance.