Why do we fail to gather the net?

Received a call from former colleagues, said the network officially closed. It was a surprise, but the news was a sigh. This is more than the only product will be set up late half of the electricity Shangte selling sites, there have been opportunities, with the only product will be equal. And in 2015, the only product will be the market value of 16 billion dollars, it was lonely left.

As a witness to the network difficult to start, to once brilliant, and then go to the recession of the cobbler. I have given it a summary of three strategic level errors, to this day, found that some entrepreneurs are also making similar mistakes, finally wear the body, wasting money, sadly ended.

First strategic error: Business model wavering

Only the owner of the product will and the boss of the net, have the same business background, the early years are engaged in international trade, especially apparel trade this piece. In December 2008, only goods will be on line, the flagship brand-limited discount to international first-line brands, most of the merchandise from Europe with containers shipped back. In July 2009, the collection of online lines, patterns and goods with the only product will be similar.

Throughout the 2009, two websites have been in a bad place. August 2009, only the daily orders of the goods will reach 500 single, said shabby point, on a small Taobao shop quantity; The daily average order of the net was then more than 100 orders.

2010, is a year of mutation, the only products will abandon the international line of brand, to the second-line brand special selling, order volume in November 2010 broke through 10000 single. and gathers the net to September 2010, the order is more than 300 orders.

If only the success of the product will be able to adhere to their own business model, and do fine-tuning. That gathers the net in this nearly a year time, has been wandering, the business model has been swinging.

Gathers the net to do first is the International line brand special sale at limited hours; did a period of time, changed into a mall, with the east of Beijing, but only to sell the international apparel; After a period of time, and in the Mall to join the special sale channel, with the current Dangdang to join the tail goods sinks almost, made a sibuxiang to. Not only is the user confused, even our internal staff are confused, gather still net is what type of electronic business site? What is its brand memory point?

Until October 2010, the net only decided to follow the only product will, take the second-line brand special selling mode. At the time, the following strategy succeeded. Investment Department began to cooperate with the second-line brand, the marketing department to sell the theme of famous, planning to launch a series of marketing ads. Orders began to improve quickly, to the end of a full 150 yuan to send calendar activities, orders have broken through 5000 single, with the only product will be narrowing the gap. The morale of the company, the determination of the business model, also let everyone know the strength to go there.

From experience, to avoid the business model swing This strategic mistake is: if you find that the competitor with their own gap is not very far, and to take decisive follow the strategy to replicate the business model of others, others have proved successful things, they do not need to pay tuition. As far as the beautiful said and Mushroom street, when the Mushroom street found beautiful said mode is feasible, and start soon, decisively follow the strategy, the final result is, that year with beautiful said almost the shopping guide market share. Near as drops and fast, before they merge, go is this path.

Second strategic error: inappropriate competition strategy

2011, two sites have been invested, and this year, this is the two sites completely open the distance of the year. Only goods will go to the daily average of 100,000 single to break through, and gathers still net order has not exceeded 10,000 single. The gap has widened from 1 time to 10 times times, and it is powerless.

The first competitive strategic misconduct is a commodity strategy misconduct. E-commerce site is the winner and the hand is repeated purchase rate, the company's all acts should be the outcome of the hand to do the service, commodity strategy is no exception.

1 only in 2010, completely into the second line brand limited time special selling sites, although the network is also a second-line brand special selling, but until 2012, also often sell Gucci, diesel such a line of brands, in addition to increasing sales, the site's repeated purchase rate does not contribute to any.

2) only in 2011 from clothing, cosmetics extended to the field of small household electrical appliances, increase the type of products to improve the site's repeat purchase rate. But gathers the net to cling to the clothing and the cosmetics, in the repetition purchase rate completely loses the only product meeting.

The second competitive strategy is improper, which is the improper marketing strategy. It is the result of the improper commodity strategy.

1) because the network is still continuing to sell international line brand, as a marketing department, its advertising will have to match the commodity strategy, in the advertising marketing content, there is a large part of the international first-line brand;

2 and brand discount buyers, in fact, most of the focus in the two or three-line city, in the network layout of the first-line city, the only product will be the layout of two or three-tier cities. The typical example is that some local websites in Shanghai were not seen in the time when the net was being put into place. And in Chengdu, the local site, full of all over the floor is the only product ads.

Gathers the net this strategic level mistake, in fact many startups are committing. The reason is the failure to see the strategy of the winners and losers. The winners and losers of the electric dealer's website are repeat purchase rate, the company's all behavior must be for this strategy to win and win the hand service, gathers the net not to see clearly own victory and defeat Hand is what. For example, the success and failure of the network media is the reading rate, catering enterprises, the outcome of the hand is the turnover rate, entrepreneurs, you find the company's victory and defeat hand?

Third strategic error: No high-level strategic talent is introduced

Gathers the net the high-level personnel, should be the most stable, from the venture to the recession, does not have one to leave, some people even with gathers the net boss more than 10 years. May be a long-term foreign trade reasons, the company's senior staff lack of strategic planning capacity.

Remember the August 2010, the middle of the company turbulence. In September, the owner of the network gathered the rest of the middle and high-level meetings together, to come up with huge bonuses, who can put forward development proposals, bonuses to whom. The most active speakers are the middle level, and the top brass sit silently. That is, the meeting, decided to imitate the only product will be, gather still net so got a glorious opportunity. (At that time I chose to follow the strategy, I always feel right, the ultimate cause of failure is the second third error)

By May 2011, the network had reached its most glorious moment in its short history, with orders once breaking 100 million. But the company's talent dilemma at this time is still the same as the old, high-level or the original people, although the middle of the introduction of Taobao once worked in some people, but also can not play a strategic role. By July, for some reason, the company's middle-class turmoil, especially in the management of the market and operations, focused on a number of runaway, but also led to the site from a brilliant recession.

A start-up company, at the decision-making level, should have a strategic planning capacity of people, if not found in the early days, to the big development must find such a talent. such as Ma Yun, not also find Zeng to Ali do jigsaw? If the previous venture is to rely on a recruit to eat a few days of tactics, in today's era, especially in the field of the Internet, has been completely outdated. This kind of moves, woke up by others plagiarism. Strategic victory, is the weapon of this era, from the choice of business model to the choice of competition, all need to have strategic vision.

Speaking of the Last, lonely end of the network, the elimination of human reasons, its failure is the most fundamental reason is that there has been no clear strategy, has not found a strategic person.