What are the dead laws of vertical electric operators?

2012 is a vertical electric dealer brutal year, Ma Yun also said: "Today is very cruel, tomorrow is more cruel, the next day is very good, but most people are dead in tomorrow night, only those real heroes to see the sun after the day" Indeed, we can see such as cotton, product poly, cool, Yao Point 100 .... It is hard to count the number of vertical electric operators who have been laid off and closed down in the past 2012 years. So why is the vertical electric dealer bad? This is actually a massacre of the end of n chains. What about the death of a vertical electric operator? What advice would you give us?

Dead law One: no money.

Mainly is the vertical electric quotient and this did not form the sedimentation user. VC industry to raise capital difficulties, the project is more and more cautious, vertical electric business can not melt the money, promotion became a problem, the promotion of a stop, the flow of decline, naturally there is no order.

Death method Two: choked to death in stock

The main risk is not enough. With strong financing power, after getting a lot of money, want to throw in the back, so, single-handedly desperately buy six, hand desperately purchase, but the money quickly burned out, some of the former investors cashed in the money because the investment market is not good, so, can not continue to play like before, so hurried to reduce the promotion, resulting in the demand and inventory of the wrong, inventory more and more backlog, inventory turnover out of trouble, more and more expensive, the inventory choked to death.

Die Three: Be copied to death by the big platform

This method of death is more common. I knew from the start that I was a little prick, not too much money, all the way, but later found that the big platform to do their own category, the original customers see a large platform, have to go to a large platform to supply, their own purchase costs more and more high, the previous concessions no longer exist. The supplier ran, it doesn't matter, the user ran along. Why do users run? Large platform in accordance with its scale play, sales price lower than you, others category more, to mature category to raise new category, the new category of gross profit margin than you, users do not run him to pick up cheap? The supplier ran away and the user ran away, only to die.

2013, the vertical electric business and Taobao, Cat, Jing-dong, Suning, when the big platform as their own linger greedy life-saving straw, in order to obtain more low-cost traffic to delay the lives of the vertical electric business and large platform cooperation, the category opened up. Think about 09 years, be touted by the wind: "Out of the Amoy" now, and now come back to Taobao and other big platform "into the Amoy" compared to the real contradictions ah,

But go to other big platform, oneself also become these big platform of a small shop. Where is the future? Liquor dealers have Jiuxian nets and when the case of breaking up. I thought I could get the flow when I was in the wine channel. In fact, this is wrong, the flow of large platforms is not open a hole can give you, but also to see each other's attributes, gene matching. Jiuxian Network and when the reason for breaking up is not something else, is when the flow of the past is too small, but when the Jiuxian sales requirements are set too high.

In this way, the future of the vertical electric dealer has become a sell goods. You can't make money by selling goods. Large platform is always forced you the lowest price, some categories, the original is less than 10% of the gross margin, the platform is divided 5%. What else can you play, maybe some people say that in the segmentation area do a good service? No job cuts. Today, the vertical electric business forward know quite difficult.

PostScript: Although the vertical electrical business is very difficult, but to understand the different death of these electrical quotient, to do the electrical business friend also has the warning significance. The most basic thing for a vertical electric dealer is to accumulate a loyal user. Borrow Ma's word, only to survive tomorrow night to see the sun.

This article by Dorman Early Education Net www.dumanzaojiao.com Responsible editor, reprint please specify