Vertical Electric merchants Winter: Dig deep, accumulate grain, build walls and slow kings

At the end of 2012, there are three aspects of the domestic electric power business: 1, the first is the domestic vertical electric business in the capital met with a large platform at the same time the squeeze (price war, Traffic enclosure), investors throw red children, Massamasso and other peer envy for the lucky ones; Busy looking for capital to rely on the Godfather. 2, the second is the foreign vertical electric platform in low-key engagement-style to kill into China, domestic vertical electric dealers lose capital advantage how to compete with foreign capital? 3, again because of the stimulation of Ma Yun Bao, the traditional manufacturers have put into the arms of the third party platform, will be the platform operating costs further up and flow dilution, and vertical electric operators operating the original characteristics of the gradual reduction, so it seems that the vertical electric business survival space where? With the traditional brand manufacturers in the third-party platform for blood, or focus on their own channels (users and suppliers) deep plough?

Where do vertical electricity dealers go? 2013 may be the hardest time for a vertical electric trader, who will last? In the face of you prepare for the winter of the vertical electric business boss, wind for reference to the strategy of Zhu Yuanzhang and Chairman Mao, "Dig deep, wide grain, high wall, Slow King".

First, deep digging: is in the vertical industry area, deep digging industry resources, relying on electric business platform data analysis and other advantages, from the deep excavation supply chain link to enhance the margin space. Cooperate with suppliers deeply, or intervene in product design, and intervene in brand operation;
1, the industry brand is small, then the development of its own brand, so Home department stores, clothing shoes and hats and so on;
2, the industry brand is larger, the use of platform traffic and brand suppliers to cooperate marketing. such as wine, building materials, cosmetics, etc.

Second, the extensive food: is for the protracted war (2-3 years) do a good strategic reserve, capital of temporary cold can not burn money to fight the scale. After the capital weaning, completes the self hematopoiesis function as soon as possible, enters the profit balance the condition.
1, optimize the commodity structure, enhance the margin space, reduce the frequency of jumping off the promotion, step-by-step shopping way to do activities.
2, Inventory optimization processing, a lot of corporate profits in the inventory, a large number of extruded inventory through Third-party platform processing.
3, the establishment of new sources of profit, for example, according to industry resources, for brand users on behalf of the operation of the entire network marketing channels.
4, from the domestic traditional brand channels, property developers, such as access to capital support or industry resources support.

Third, high construction of the wall: it is through the characteristics of differentiation to establish strategic defense. Why would users remember to come and buy from you? What comprehensive platform to dig not to take the user in your piece of consumption? This requires the establishment of differentiated characteristics of services, sticky users. It's hard to be loyal to a user who comes in price. Just like "Xun" to do standardized 3C product differentiation is characterized by rapid distribution.
1, platform differentiation characteristics to build: maybe we do not have the capital to build logistics, but we have other aspects of the user experience to make features, such as online collocation system, online expert consulting system, the user to purchase the service features in use.
2, customer loyalty operation: The price is actually on the one hand, the user's attention to the feeling is very important, through the CRM system, user SMS, user EDM, micro-blog, such as the establishment of user segmentation tags, differentiated and user-friendly communication.
3, open up new channels: for example, according to industry characteristics, the development of wireless app, provide online PC can not achieve the function: Another line of the city's user contention will be the user, perhaps in the two or three-tier cities can find new opportunities:

Four, slow the king: is in the local area has not quietly make money must give up the scale theory, now spell who can endure winter, in the winter savings energy.
1, put down the flow of the body, into the days of Cats, Beijing-east and other third-party platforms. The man is flexible, Liu Bei was also committed to Caocao, even so big Dangdang also into the sky Cat.
2, frugally optimize the marketing structure, take the fine channel of delivery. Cut to the portal media, outdoor delivery, tight or even can reduce the site, products such as special delivery.

The four strategies are summarized as follows:

Of course, the vertical field of different industries have different characteristics, the above few words can only point to a few aspects. History is always a success or failure of the hero, tomorrow's hero is ready to sneak, wind time to share a few simple, each road hero laughed at, more discussion: qq:20588456.