Food electricity suppliers go?relative to other commodities, the lower value of food per kilogram, relatively high shipping costs, food e-commerce work? How can we solve the food problem shipping it? Driftnet CEO carved Lord: innovation and differentiation to improve gross profit by 26 October 2011, casual snacks B2C website Simi network CEO Liu Yuan through the microblogging announced that due to high cost of logistics, difficult to profit, temporarily closed snack business. Liu Yuan said, Snack industry value per kilogram is too low, resulting in high logistics costs, resulting in lower sales, profit into trouble. 2008 on-line internet sago snack food store network is the 'gourmet' as the main e-commerce site, founded three months, sales reached one million. Liu Yuan has said publicly that logistics is Simi short board, limited distribution restrictions, it has been unable to lead to rapid expansion. Simi network collapse, triggering a power business community in a discussion about food electricity supplier, this issue will be some representative viewpoints edited. I personally feel that the failure of Simi network due to 'low value per kilogram,' or 'high proportion of the cost of logistics,' is a strange conclusion. In fact, the reason is simply losing money two things: one, you can not systematically reduce costs; Second, can not effectively improve gross margins. Said the popular point, or continue to expand the scale, relying on economies of scale to continue to reduce costs in order to obtain future profit margins - This is Jingdong, all passengers of the road. Either, only through value innovation, differentiation fight to obtain a sufficiently high margin, support more fierce competition in the future. My personal view is that the first road only a few people can go, and the second way is more likely to go through the people. First of all I really like positioning Simi Network - female casual office snacks. The crowd is the most likely, this category is very easy to make a difference. In fact, the product itself (pecans, walnuts small, beef jerky, etc.) on the taste quality, it will not differ too much. How does that make a difference? I think it is beyond all products. For example, in the office eating snacks all know, the most troublesome than the rind, husk and seed of. If you develop 2015 Latest Nike Shoes a 'lantern', a consumer Shuangsi. Lantern we seen it? Mini, and crushed when the volume is a piece of paper, opened to the MINI is a three-dimensional trash baskets, can be placed on desk, hand eat readily throw, he finished even throw together Nike Air Max 2015 lanterns. This intimate gifts, whether to apply for patents is still followed, the key is who should apply, and who should gain customer loyalty. Speaking of caring, but also put two wet paper towels in the parcel. This thing cost two cents or Threepenny I do not know, I know, wash your hands before eating and after eating too much trouble. If someone gave me two pieces of disinfecting wipes, I would think this is a promising business too! Harvest the user's little satisfaction, you can make a fuss about the price. I must declare, in accordance with one kilogram of one kilogram of snacks to price, simply Bensi! Have you ever seen anyone eat a snack at the office to eat a kilogram? Snacks in my mind, are in accordance with the 'Dayton' to mark. MM to observe a number of grams per can eat, you can follow the approximate number of grams of packaged OK. Once just to eat, clean but also healthy. In this case, the business opportunity flashed: Who first have to eat a taste I like, a half a dozen pecan snack, seventy-eight pecans, pistachios twenty, plus a small raisins, the best? adding a small handful of pine nuts opening. In this case, Tell me what your imagination, a fantasy to me: lunch, the kind of rice grid, grid entrees, side dishes grid, as well as pickles grid, combined into a transparent box. Just MINI once again turn on OK. This package, in the end how much money the sale? Big price gap between each single product, each gave different weight, the customer will completely Air Jordan 11 lost the ability to parity! I like this package than the package according to kilograms, a 30% higher price Nobody can detect it? This is like the traditional Chinese Longjing tea, oolong tea, you know how much money per catty. But Lipton tea, you just know every drink once every box or how much money you did not calculated Lipton tea bags Nike Dunk SB Mens used is how much money a pound of loose tea. This is called 'upset customer mind parity system.' But also the significance of combination of equipment not only in this. Because of the new package packaging, I can sell 'function', and by the function set forth to destroy the woman snacking 'guilt.' As women buy cosmetics, often spend money, are half a bottle would not have time to buy a new one. But the woman confidently, 'To the youth, to the United States, the money was right and proper!' Snacking, women heart is faint guilt, does not eliminate the insufficient level of female anger! Just a combination of some snacks, such as raisins in grape contains polyphenols, it is beauty, anti-aging. High iron content of some small dried fruit, for office computer radiation, a relief role. Some, such as hickory, black sesame, white-collar workers of the brain, UFA, has an irreplaceable role ...... if these clearly convey, you more than just sell some products, but doing doing, brand value proposition and slogan came out. Further, in order to improve customer price and customer satisfaction, I always think, should be more invention several gadgets, such as pecans, pecans we have eaten it? Always some not so good peel. If there is a special small pliers, click, click can peel and nuts not to hurt, more heartwarming ah! I do not sell, but full of gifts, such as full 159 yuan That gift, I think a lot of people do not consciously be lobbied count the money. Recently we bought online crabs at prices similar circumstances, a home full of gift crab eight, you say Which would you choose? In addition, the peel small pliers and other small tools, etch site, customers do not worry about the next time come back to buy, repeat purchase rate is way improved. Speaking of repeat purchase rate, donated eat small package, is a hundred to know what snacks to eat the best food in the world is the best -!?! Without enough to eat half of Shannon drops, scratching can be immediate Single, wine is drunk most want to drink it down to continue. Anyway, try to eat the amount of equipment sent millions to be just right, just eat delicious, then ...... then eat no matter how? With vouchers ah! With VIP discount card, ah, ah with free shipping policy, with buy more send additional novel small dried fruit tasting install ah ...... MM who this time to no more orders, call hell! Finally, I want to say that improve customer price, the conversion rate, joint rate, profit margin, repeat purchase rates, etc. a bunch of dry numbers, perhaps by the 'wet' - is a true understanding of the customer experience. Shell shell fruit CEO Zhang Liaoyuan: Locating give consumers a reason to talk about 'value per kilogram,' this concept, I feel the first time are: ashamed ah, made a 10-year nut industry, how I thought, too not counted yet. Air Jordan 2 Immediately got under afterwards, finally calculating the average value per kilogram category nut shell shell fruit about 80 yuan to 100 yuan. The problem is that I never thought to count the data. Why not count? Because I think is not important. Very simple, when you think about this problem, the fact that you might have entered the misunderstanding. We do not need to pay attention to 'value per kilogram,' the problem, but we need to focus on is: a business model how their own profit. I think this question is very simple: I have to become a brand. Only when you are brand, customers will please you, will pay more money to buy your product. To know that nuts are food now seems a luxury in most of the consumer object is a white-collar workers, in fact, they do not care to pay more money, they are willing to pay their own postage, the key is whether you have a reason for customers to buy you, but the reason is definitely not cheap. How to achieve this electricity supplier brand? You should be on your product brand positioning. Placeholder Orientation: take a look at your product electricity supplier industries, in any state, if there are no outstanding relative monopoly of the brand, then find a way to pull themselves into the first camp to go, to create their own boss (can be Pattern future), and of course you can also choose to do first second child. Functional orientation: You need to use the words of one of the most straightforward reason to tell customers to buy your product, these words must have differentiated, we must draw a class of people, require precision. Reviewed master said: there is no difference slogan is bullsh. You see Steve Jobs the world's first personal Mac computer slogan is 'for the rest of the personal computer people use.' Cultural Orientation: the so-called cultural positioning is found that the rich, to satisfy their vanity. Imagine you next go to Starbucks, you buy LV feeling, then your brand is going on behalf of a feeling, and that feeling is what you want in your product and target groups combined, navigate a kind of culture, and by the time It should influence the mind and consumer awareness. From now much to think about conversion rate, customer price, gross profit, the second purchase rate of these indicators, the best way to solve these indicators is branding. Of course, do not forget that a brand is based on high-quality, stable product quality. Also note that the free flow of electricity supplier next few resources, while the directional change for customers to buy your product, your brand is to attract customers to take the initiative to find your shop. Other traffic sources you will need to pay (hard-wide), to make your ad less waste put that several indicators do, your purpose of advertising is to continue to create new customers and Air Jordan 13 retain customers. If you want to summarize the reasons Simi net curtain call, I think first of their brand positioning base is still relatively clear, but not its brand positioning floor and enjoys popular support (such as packaging, web design, marketing, and other basic emotion is not in place) on operating practices cause you can not step improve sales margins. Second, the main mode is said to be in Beijing direct distribution company for home delivery, then this design is problematic business model. It can be a subject of speculation, but certainly not this mainly because its sales volume could not support its operating costs, a reasonable approach is to do the reverse. Third, the operator is not enough understanding of the industry, are not familiar with the product itself, no micro innovation product level, the product is probably derived from the circulation, can not be effectively controlled goods. Finally, I would like to say yes, snack platform type B2C companies to achieve profitability is really difficult, without considerable volume can not be profitable, because the essence of the brand agency profits insufficient to support operations, of course, also applies to 'every kg value 'limit Theory. General Manager Wang Huijiang enjoy eating special: three typical models Taobao Simi net 2009 turnover of roughly 7 million, in May 2010 more than 6 million. But from what I understand of 2010 more than five crown Taobao network seller's revenue situation, a lot of sellers in 2010 annual sales of 10 million or more. Language Taobao sellers drainage costs, flow promotion, price comparison, timely information on market competition, no doubt more flexible. 'Every kilogram of profit' is definitely related to the network of food sales margin of mandatory targets. The profit per kg of control, there are two methods, namely, product pricing overstating the camp, the premise is that your products have overstating conditions. Second, the cost of the camp is to reduce shipments of the product. So still looking for cheaper courier cooperation is appropriate, and it is the only way, the customer can be tolerated under the Limitation and integrated service delivery level, the weight of the shipment costs as low as possible. The courier down, the only way, is to rush your order a certain level of daily shipments. For many big sellers, there are more than 3 yuan per kilogram profit, we Nike Air Max 2013 II NSW can boldly do, because they really very cheap shipping costs. Express further price increases, which are also big sellers do not rise or rise the least. Simi net fall is inevitable, it is a casual food network, but did not keep up with rapidly changing rhythm, but also did not see the trend of the past two years the network of food transformation. So the past two years, have food categories under which the Amoy brand and store brand successful mode of operation, it is also useful? Until now, under the food category can be seen more clearly is still off tea. Success is still off tea in addition to their professional operation, there is less of a factor in the early tea competition, up to now still relatively profits subdirectory average gross margin over 70%. Plus still off on Petty culture had done their homework, Alibaba distributors also very successful, so the customer is still successful, but also to achieve the financing. Ultra-premium, plus the perfect marketing allows guests parity loss, constitutes a good project. Of course, now the tea is not good operation, but initiate or do market segmentation and mining has the potential to find new product lines. Furthermore, it is to Sugar Sugar House, Anji daughter, son and other small-chan as the representative of a class of pure online sellers type shops. In Sugar Sugar House, for example, since 2011, the average daily number of invoices per day in 2000 alone more than to food average customer price 80 yuan to count, the day's turnover was 160,000, an average of 4.8 million a month, plus season factor, total annual sales of around 80 million is yes. This type of store, shop itself is not a symbol, a brand it? This type of birth is suitable to channel trade businesses, especially for the coast, there KA experience in the supply, wholesale trade channels of business learning. The third category is personal, it is broken down subcategory sellers, these representatives do jerky successful wandering uncle, shrimp and crabs, do high-end Taiwan nougat started a latitude of 30 degrees, specializing in Yunnan specialty dolls I miss you. Although this type of sellers acting low-key, but because of its very early work focused on the corresponding sub-categories, so be achieved today. Although these shops sacrifice the long corner, not for a big development, but little competition, fortune, he had been Petty life is no problem. More alarming is that this type of seller, exactly how much money a year, peers are difficult to guess. This type is very suitable for a unique geographical advantage, featured a special business product channels to participate.