What is the core of the trade model of the only product? Not in the electricity business, but in the selection and shopping guide

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

In order to write about the only article, I began to try to buy from the only goods, so that from a user's point of view to verify their views. From July to September I have in the only product will be up and down 6 orders, the average customer price of 250 yuan, return rate is greater than 30%. This shopping frequency should be quite high, below I will combine their shopping experience to talk about the value of the only product will understand.

First talk about the shopping experience

1, only goods will not have a clear price advantage: Only the positioning of the product will be online brand discount retailers, in other words, for the brand to do inventory on the line to clean up, and brand and discount is to attract consumers the most important two factors. But the fact that most brands now do things in the shops of the day cat and Jingdong is basically inventory cleanup, and on the line there are many dealers, agents and other businesses open the B shop and C store in the sale of brand enterprises, which caused the goods will be on the merchandise than the cat, Jingdong and not too much price advantage, More ponderation Taobao. And only goods will be on the product of 288 yuan to free shipping, compared to Beijing East 39 yuan Free shipping is also a major disadvantage. Similar point of view I wrote an article in the last year, "only product will rebound, on behalf of the reverse of the vertical electric dealer?" mentioned, we can in the only goods will be a few items to make a comparison is more clear.

2, only the goods will not have a unique commodity: with the supplier to sign an exclusive cooperation agreement is the only product will want to strive to achieve a differentiated approach. It is true that there are some exclusive brands, but not many, and most of the brand consumers are unfamiliar. For brands, they want the whole network distribution, the only product will be one of the channels, few people will be willing to tie a tree to death. This exclusive sales agreement will be even more difficult with the days of the cat, Jingdong, and when the operators join the War of special sale for a limited time.

3, only the goods will be the delivery of the service compared to Jingdong or even four have a certain gap: only goods will go to the national branch of the warehouse model, in the region's core cities to establish warehousing centers, suppliers of goods warehousing and service in a specific area of consumers, In other words, consumers in different regions see the product category on the website of the only product will not be the same, which improves the efficiency of logistics operation. The Logistics center in North China is Daxing District in Beijing, using the GLP warehouse. In the distribution, the only product will choose to work with the various regions of the ground with cooperation, in Beijing selected by the Zhongzhou Express Company and North China Beijing Micro-mission. The time of my shopping is usually 2-3 days, the fastest one is the next day up. But the overall feeling of the courier service quality than Jingdong or even four have a small difference, and often find various reasons to refuse to swipe. As a regular in Jingdong, the cat shopping users, this gap is still relatively large.

Products, prices and services are generally considered to measure the success of E-commerce three key elements, but the only products in these three compared to many of the electricity business site is not dominant. We can only say that the goods will be in the performance of the three relatively acceptable, otherwise the business model is not established, and the electrical business is a system work, these links are indispensable.

And then we'll look at the core value of the business model.

Now only the market value of the goods will have gone to 4 billion dollars, which is nearly 4 when the. Stock price of the high and low for a while, there are too many subjective and objective factors exist, but only the goods will be listed so by the capital market of the hot holds must be justified. I've been thinking about the core value of the business model. After this several times shopping and with some friends of discussion, I believe that through the selection of goods guide value is the only product will be the core of the business model, but also the essence of the product will be.

Whether from the point of view of commodity or price, Taobao, Cat and the east of Beijing do exist a large number of goods can be formed on the substitution of the only product will effect, but the mass of the category, fish mixed business and uneven goods for the consumer's shopping has brought great inconvenience. Taobao's commodity category (SKU) is billions of, the cat and the East should also be in the tens of millions of level, consumers in such a shopping environment to find suitable for their own goods are sometimes not as easy as the needle in a haystack, and the large number of fake and shoddy goods is to increase the difficulty of shopping. So we see relying on Taobao, such as beauty, Mushroom street, such as shopping guide Web site was a rapid development, once also made Taobao very nervous.

Only goods will not be a shopping guide site, but its greatest value is precisely the shopping guide created. Shopping should be a relaxed, happy thing, but exposure to the Internet a large amount of goods often feel is vacant. The value of the only product is that it stands in the angle of independent third party, from a large quantity of goods for consumers to do a select, and because these commodities basically have a certain degree of brand awareness, product quality is relatively guaranteed, so only products will be able to gradually build trust among consumers through Word-of-mouth.

Only goods will rely on the selection of goods to optimize the consumer's shopping process, so that consumers ' shopping behavior becomes relaxed and happy. This is the only product will be the core of the business model, and he is through such a model to achieve with large electric platform Taobao, Cat and the east of Beijing, the separation of the establishment of a unique brand image.

Finally talk about the limited discount mode

This model is not the key to success, but it does work. Fixed every day new and different goods, and some of the number of goods, which makes every landing of the user have to look forward to, very easy to form a shopping stickiness, only the product will be relatively high repeat purchase rate of other electric dealers from this.

With the popularity of smart terminals, limited discounts will make a bigger development on smartphones. We see Groupon and the US group with a limited discount model of 30% and 40% of orders from the mobile side.

Author Jeong-Yuan, concerned about retail dealers, welcome to add micro-letter public number Exchange Daosuier99