Vertical electric quotient Another kind of play: the Distributor yoho! has the goods

Source: Internet
Author: User
Keywords Trend vertical electric business power electricity media
August 19, 2013 Electric/Mintong News Hotline/-Good music buy, Amoy, cool sports, these once hit vertical electric dealers have fallen, let Lok Amoy founder Bi Sheng that "vertical electric quotient is a scam" a prophecy, however, vertical electric business is really dead? Recently, a dealer platform selling power supplies Yoho! "Break Bi Sheng's conclusion, they sold 300 million last year, can sell to 500 million this year, plan to sell 1.2 billion next year, and as early as a year ago to achieve large-scale profit."

Recently, the reporter exclusive interview with the electrical business veteran Yoho!, vice president of the goods Shang smile, trying to understand their sense.

Yoho! has the vice president of goods Cong

Distributor and Vertical Electric dealers

Cong in the process of interview, has always stressed that yoho! have goods are "distributor", instead of "vertical", in his view, the vertical electric dealer is "to sell all kinds of things for all", such as for everyone selling shoes, selling books, buying clothes, and the distributor is to "a class of people sell everything", For example, for pregnant women to sell mother and child supplies, pet lovers to sell pet supplies, of course, there are yoho! goods to all love the trend of the provision of goods, these goods are not limited to a category, can be shoes, bags, can also be electronic accessories.

Cong that the power of the distributor than the vertical electrical quotient of the survival of greater opportunities, because it is very difficult for the vertical to expand the scale, because once the expansion of large-scale expansion of the category, it is easy to relate to other areas, and other areas of the electricity business conflict, the direct result is price war and vicious competition, If you can't do the first or the regional market, the survival status will be very difficult. But the distributor will not face this dilemma, regardless of the expansion of product theory, is always targeted at their own specific groups.

In yoho! have goods, this particular crowd refers to a group of love trends, the pursuit of alternative people, with popular words called "Chao people." This group of people with a higher user stickiness, it is understood that the yoho! goods quarterly to reach 44%. 67% of its sales come from repeated purchases.

"This group of people is not small, because the industrial upgrading is very fast, especially after the new generation, 95 growth is very rapid, and constantly people become more and more." Cong revealed that the first time in 2012 to yoho! the number of new customers to buy goods, accounting for from 2008 to 2012, the number of all customers 80%.

But Cong also admits that Yoho! has the biggest pressure from the present, the industry upgrade speed too fast and the platform's service ability to keep up, the company is also expanding the scale to improve coping ability.

"Media + electrical Quotient" matrix layout

The distributor was able to snare so many people because he had a good gene: he started out in the media and had his own SNS community.

2005, Yoho! founder Liang founder of the domestic first trend magazine "yoho! trend", operating a year later to achieve profitability. 2007, YOHO. CN Trend Community Online. In the community, more and more people are starting to talk about how to buy the new trends they see on magazines and websites-brands that were at home with few stores or even sold at all. The people who are active on the Yoho are beginning to hope to have a convenient purchase channel.

As a result, yoho! has a cargo electric business platform emerged. On the one hand, the magazine and community to help the electricity dealers gathered a large number of users, bringing traffic, on the other hand, the media has become a natural and accurate marketing channels. Electric quotient is the best way for the community flow to be realizable, and the community can greatly improve the user stickiness of the electric quotient platform.

C2B "presale" mode

The media from the development of the distributor, but also play another sales model: C2B pre-sale. July, yoho! had goods in Shanghai to hold a new pre-sale meeting, in Shanghai, a 40-degree high temperature, 20,000 people attended the pre-sale meeting, they saw the scene this autumn and winter new products, through a two-dimensional code, and then completed online payment, and finally in three months after the goods will be received. The two-day pre-sale meeting has a turnover of 30 million.

Cong Introduction, C2B Pre-order, is based on the yoho! of the business model. The tidal group is relatively low in price sensitivity, paying more attention to brand connotation and trend. Therefore, yoho! have to keep the goods "new" and the acme of new speed, and ensure that the market turnover rate of goods, the demand for 90 days all sold out, to avoid falling into the backlog of inventory, and thus plunged into and other electric dealers "low price of war."

In fact, many of the domestic apparel enterprises in the crisis inventory, statistics show that as of last November, only the domestic a-share clothing category 29 listed companies in the 3rd quarter of the total inventory of 38.2 billion yuan.

Not only do we have a high demand on the new trend of the power, we need to avoid inventory risk and try C2B mode. Other electric dealers located on the public platform, in the face of inventory pressure than we have more urgent requirements of supply chain change, "Shang laughs," Therefore, according to the purchase of consumers, on-demand production, limited release, can let the brand business directly with consumer demand docking, on the one hand can effectively control inventory turnover; can also preempt the next quarter of the market.

Cong that the core of the C2B model is to create a strong sourcing group by aggregating distributed but large numbers of users, to pull down the cost of buying goods. If unable to assemble a large number of orders, C2B mode will be difficult to achieve, traffic scale control strength, does determine the success or failure of C2B. Yoho! has goods to rely on the media + Electronic business model, through the magazine, community, app media matrix to disseminate content, create a target audience of the trend of consumer demand, and this trend of consumer demand aggregation into a trend of distribution, by marketing means to guide the E-commerce platform. Through the accurate completion of such a trend of C2B, the most important thing is that the flow cost is fully controllable.

Related Article

Contact Us

The content source of this page is from Internet, which doesn't represent Alibaba Cloud's opinion; products and services mentioned on that page don't have any relationship with Alibaba Cloud. If the content of the page makes you feel confusing, please write us an email, we will handle the problem within 5 days after receiving your email.

If you find any instances of plagiarism from the community, please send an email to: info-contact@alibabacloud.com and provide relevant evidence. A staff member will contact you within 5 working days.

A Free Trial That Lets You Build Big!

Start building with 50+ products and up to 12 months usage for Elastic Compute Service

  • Sales Support

    1 on 1 presale consultation

  • After-Sales Support

    24/7 Technical Support 6 Free Tickets per Quarter Faster Response

  • Alibaba Cloud offers highly flexible support services tailored to meet your exact needs.