Why do Taiwanese crazy fast passengers survive?

2010 we have introduced the Taiwan daily one thing mode of the electric Dealer website Crazy sellers, at the beginning of the establishment did develop well, and unexpectedly group buying mode, a daily thing quickly desolate, become a failure of the business model, which let crazy sellers in 2011 was once in the brink of death struggle, was bought by another company, only to avoid the collapse.

After the sale of crazy customers to buy site, in the three-year elimination rate of 75% of the super competitive industry, it survived, last year, revenue 300 million NT, compared to the founding period of 2008, doubled 99 times times, ranked the fourth in Taiwan group buying network, 2014 revenue estimates 1 billion NT, It is expected to be with Groupon Taiwan Station and Payeasy group to buy 17Life, a group buying site second status.

Why does this little ant survive? The key to survival is the commodity force. "than the number of goods, not faster than the delivery speed, than Low-cost, we are too small bargaining power!" "The founder of the crazy sellers know that they can not and manufacturers hard work, can be compared to only" commodity force ", is to sell others do not! ”

2012, the company decided to develop customized products, locking non-standard snacks, snack category, looking for self-employed bakery cooperation beef rolled sugar baking soda sandwich, the result is popular, in four months sold 1 million pieces, the performance of 10 million yuan.

However, the market ruthless, sandwich cookies red, the supplier also into the entity retail access to the arms of the giant, no longer give priority to the supply of crazy sellers.

At the end of 2013, the crazy sellers also pioneered a "plant potted cake", put tiramisu cake in a large plastic pot, put on the top of the edible bean seedlings, stone lotus and Strawberry, Three in two months in a total sold 186,000, the average day can sell 3,000, to a unit price of 49 yuan, sold more than 9.1 million yuan, almost crazy selling the best-selling goods in the past year of the animal Action power supply single grade 10 million yuan.

And this kind of custom-made goods for the crazy sellers brought is 20% to 40% of the high gross margin.

In addition to dessert snacks, mobile power supplies, socks and other factories in Taiwan, the goods have become a crazy sell custom merchandise mark. Two years to try the water temperature, taste the lesson also eat sweetness, custom goods in the sales of crazy selling proportion, is expected to rise to 20% this year (other is probably the mass circulation of goods).

Is it impossible for others to steal this knowledge? "High gross margin of customized goods must understand the supply chain, too much time, is the manufacturing thinking, engage in technology and marketing good network platform does not have such DNA." "This is what China's e-commerce is digging up the" front shop after the factory "trend," the front is the access, the back to understand the factory. ”

To achieve the "front shop" need to invest, because still must take into account the network to buy the "sell spot, fast shipping" characteristics, so, crazy selling customers tens of millions of yuan set up its own warehouse 600 ping, which also has a refrigerated warehouse.

Little ants are crazy sellers, but like the electric business big guy, are set up their own warehouses, the intention is not the pursuit of rapid delivery, but as the development of diversified products to support the backing, including the development of fresh food, hoarding goods to ensure that there is cash to sell, but also to adjust the price and grasp inventory, "as to the speed of deliveries, rather than send to the ”

However, high pay is always accompanied by high risk, crazy sellers facing the "design-oriented goods" road is in the creation of demand, although in the mainstream market breakthrough, but "every gear to be very strong, in case you have to have a quick clear inventory of marketing power." ”

Although the size of the crazy sellers is small, but in the gap between the big capital rivals to find their survival niche. This also shows that size is not the key to the survival of enterprises, as long as they can find their own comparative advantage, shrimp can and the big whale in the market coexist and competition.