Eight electricity supplier motto: shopping guide ceiling significantly affected by supply constraints Deals Editor's note: The original Dangdang COO, founding general manager of the Lynx, Warburg Pincus investment adviser yellow if its three decades of management experience in the retail and e-commerce, organized into 'I see the electricity supplier,' a book. 'World network operators · managers' to yellow if conducted in-depth interviews, and (2013 July issue) is published in the next issue, so stay tuned. Man / Wang Kexin original Dangdang COO, founding general manager of the Lynx, Warburg Pincus investment adviser yellow if its three decades of management experience in the retail and e-commerce, organized into 'I see the electricity supplier,' a book. Book on the electricity supplier shopping guide, limited sale of luxury electric providers, mobile providers, Lynx profit model, errors and other electricity supplier industry for the interpretation, the following is an excerpt, sorting out the electricity supplier industry eight views.
The following excerpt from 'I see electricity supplier': internet charges exist against the ceiling Taobao free mode, dominate the market. Under free form, can only profit source of advertising revenue. Platform by traffic revenue, of course, is a good revenue model is simple and effective, but in the end is a very shallow business behavior. Taobao Mall during the preparations, I decided to try a new pricing model, platform business side takes a commission on sales point deduction mode. Trading commission proportion is determined according to each category, the proportion of different commodity categories commission ranging. A few years later, the commission has been a main component Lynx income. So, in the end there is no platform charges 'ceiling'? The answer is yes, the platform fee ceilings from two factors. First, the category of cost pain point (pain threshold). Platform operators have the ability to find each category you run between consumers, merchants and balance your three points. If more than business pain points, the other either move on, or raise the price, the costs to the user, the result of a natural cause rise in price. The second is irreplaceable. If the fees are too high, breaking their pain points, businesses will naturally look for other sales platform, under which online retailers are common. Specific to settled many online merchants who platform, they can be an alternative to obtain greater traffic sources "dragon ball z wigs " where very few, almost Taobao is a monopoly. Therefore, in the case is not strong substitutability, rates even if the platform has hit the business pain points, businesses are only temporarily patience, or the part of unbearable costs passed on to consumers by raising the price. The main features of limited sale by supply constraints limited sale formats, one limit, and second, Potter special. Operating mode is basically the same: from the major brands, distributors, retailers ground search specials, daily updates, in the form of supplies last at the launch site.
For special sales, brands they love and hesitates. They have to clean up their poop, or a quarter of goods, does not want to sell these discount-price shocks to their business. Buyers and sellers gains and losses, is the limited sale of the most important merchandising logic. As a commodity form, limited sale to find a supply-side, sell side, buyers are able to meet the balance. Limited Time Deals although there are bright spots, but online sales has not become mainstream, there are several factors restricting its development, these factors in the electricity business environment is also a challenge: one supply. Brand Potter after all, is cosplay costumes for sale limited, we can not be expected to survive Potter brand companies rely process. Availability of limited sale, in fact, with brand companies to optimize inventory management contrary. When the design of each of its brands of a product, production, marketing, inventory grasp better the sales can be left over for limited sale less the number of channels of poop. Of course, any time, goods will have Potter, but with each brand companies to improve their inventory management capabilities, can not assume that the number will continue to increase poop. As a result, limited sale may face difficulties, 'no rice,' the. Second, the origin of goods. Potter merchandise origin is more complex. There are major shopping malls breaking yards off the numbers, there are defective products, there are customers returned merchandise, as well as parallel channels of intervention. Various antecedents varied, receiving inspection to control too much missing, resulting in the quality of goods is inherently uncertain. Third, after-sale protection. For many high-priced commodity, by sale channels to buy how to protect service, this has been a gray area. Many goods sold by the limited sale, customers often do not enjoy the right to post-sale should buy.
Format ceiling electricity supplier shopping guide website traffic significantly increased the cost of increasingly shopping guide website is the rise of the objective conditions. Characterized by the use of social networking user electricity supplier delivery form of Internet shopping guide format, which is a major feature of Chinese e-commerce industry. The reason lies in the network marketing costs are too high, Taobao many sellers trying to find more targeted-market instruments. Of course, there are Chinese electronic business platform model becomes a mainstream, there are millions of web sales on the ten million small sellers make a living, they are shopping guide website potential to serve. Shopping guide website then find the entry point here: Suppose there are billions of Taobao online products, and a shopping guide website is only a few millionths of merchandise it, that hundreds of thousands of kinds of merchandise display case, even if a user views a day which only Taobao the thousandth, in theory, be found in the shopping guide websites checked merchandise is displayed opportunity is Taobao times (the number of parts per million of goods, user access of 1/1000), this is it existence value. Shopping guide website for locking the user groups have a strong appeal and high purchase conversion rate website. Beautiful said mushroom Street had reached 8% -9% of the purchase conversion rate, which is a very high figure, about Taobao about 2%. The format of the 'ceiling' is very clear, which is a major environmental survival dependent on the forms of Taobao, its operating soil, all rely on Ali, Taobao's breath.
Others as long as the valve closed, the format of collective laid off. Very simple, you 95 percent of goods and turnover are derived from Taobao, while small scale, Taobao naturally happy to see your little brother to be a valet, because you are helping Taobao business, but if your power is too large, actually move Taobao cheese, which must be the side that couch, the exclusion of all others sleep. Hard to imagine when a user accesses a shopping guide website traffic and transactions generated daily reaches Taobao advertising revenue threatens Taobao also let you unfettered development. Luxury electric providers modes can learn whether the future of luxury electric providers will be like other electricity providers, like the emergence of the industry leader, depends primarily on the availability of the brand's trust, and ensure adequate supply; secondly, to ensure that product and services to drive, rather than on price; finally, to pinpoint the luxury of users. Domestic luxury electric provider practices are often a luxury in itself contrary to the logic of sales, with the promotion and sale to Sprint sales volume and scale, or at a low price in the form of a discount deal with some high-end luxury Weihuo and inventory. So they can not get the cooperation and support of brands, brands provide service by refusing to sell the electricity supplier, or la corda d'oro cosplay you do not declare his authorized distribution channels and other measures to resist the electricity supplier to its high-priced marketing impact. Luxury user roughly divided into three categories: deep user is a fan of luxury brands, these brands for product categories covered are keen to have; middle users brand loyalty is strong, showing only a particular brand of series . The shallow Users usually only have twelve luxury.
Most domestic luxury online shoppers still in shallow stage, shallow difficult for users to generate the second purchase. Therefore, the electronic business platform had to add greater frequency of consumption tier fashion brands, or to limit buy FMCG model to stimulate more consumption impulses. This actually makes himself into a dead end, because with some of the lower-cost luxury fashion brand sales with Taiwan, not a luxury brand would like to see. Where is the development trend of luxury electric provider in? There are two business models is worth learning: one is the traditional retailers to enter the online sales of luxury goods, the line to achieve cooperation with the brands, with adequate supply, can achieve genuine regular price, online sales as a supplement. Another quasi-luxury electric provider model, the number of luxury designer hired, assigned to the site, to sell its product design, exclusive, such as the UK's net-a-porter.com. Mobile electronic business opportunities and challenges we may try to end the use of several features of the phone to share the opportunities and challenges of mobile providers might face: First, the user is bound. Users of precision marketing, directional analysis has great room for maneuver. But user privacy concerns, would significantly higher than the computer. Second, the positioning function. Internet sales by region, time axis as the starting point of a stronger force, such as a mobile terminal local lifestyle service electricity supplier. Third, fragmented time. For mobile providers, it will be a new business model. Fourth, the limited display space. Reduce the number of commodities, shorten shopping path, or simplified text, and without affecting the visual premise, the use of new technology to compress image space, new issues are moving electricity supplier. Fifth, search and push. The most common is the computer terminal use the search engine. In the mobile terminal interface, so that users are more accustomed to click, push, which overall page design, import, presented completely different requirements.
Sixth, purchase and collection. In the mobile side, fragmented use of time, spatial instability mobile network signal, but a higher proportion of users using the Favorites feature, left to do the process in the future. Seven is the flow inlet and APP. Computer end by several large Internet companies dominated the majority of the flow, all the electricity supplier's web promotion, mostly spent in traffic to buy mobile terminal currently shows no monopolistic traffic entrance. Mobile electricity supplier APP, whether shopping guide will appear one or two or parity-type APP become integrators, have yet to try. Now the market to see the various mobile telephone providers are merely reform APP version its computer terminal, with no real analysis of the characteristics of the mobile terminal, grasp the user psychology in mobile use to develop new products. A price war is the electricity supplier industry price war where there are errors, but not seen as China B2C electricity supplier industry this method does not count, regardless of the cost, there is no plan and policy of price war. This electricity supplier price war, the war of words is a very boring. First, not genuine prices, to benefit consumers, but a gimmick to attract attention. Second, the limited number of commodity prices may lead to a number of new customers to buy, but more users after purchase parity, or do not buy things, or commodity prices have not dropped, Dahushangdang. Third, damaged relations with suppliers, manufacturers. Suppliers, manufacturers need to consider the price of balancing all channels. Consider stocking, supply. This whim of price war of words, say it is a little upset, confused suppliers by surprise, unable to cope with the pressure of other sales channels, can not meet the needs of your order, you may not even interrupt with your cooperation, and finally get The scene could not clean up.
Fourth, this lack of substance price war of words, undermines the already fragile electricity supplier industry, so that more people outside the industry added to the integration of e-commerce like a bloody fool, things simply do not fly evaluation. Why electricity supplier industry there are so many irrational crazy, crazy burn buy traffic, crazy price fight, crazy expansion category ...... In almost no company profit environment, we used to talk about the loss, but plausible? The reason is simple, spend other people's money, making their exposure, allowing companies to struggle and let us play flower drum pass of the game. Win in the cost of retail giant Wal-Mart everyday low prices, that is, by the low price to attract consumers, while maintaining profits can continue to expand, the logic behind its low-cost operation. Retail size is not the core, based on the cost scale optimization, it is the fundamental unit of output maximization. Cost control is not just office rent, electricity saving, the electricity supplier, the more important in that market cost. First, the money to buy the customer is not a unique path. We previously online special value DM, namely marketing folder page, to encourage existing users to recommend the development of new guests, these promotion measures is almost no cost, the electricity supplier companies are mostly not well spent. As for the online world, free more resources, from microblogging, letter to the community forum, as well as the corner position of each site, there are low-cost promotional value. Second, to promote the program and input-output ratio.
Any time-to-market for new users, there will be a stepped diminishing effect, such as next month if you wish to introduce 20,000 new customers, the average cost may be $ 80, if you want to introduce 40,000, the average cost could double, Because the price of each marketing channel, input-output ratio is not the same, low-input high output channels in a period of time can have these outputs, if not carefully calculated, insisting reach new customers short-term highs, and that certain high cost of scary. Third, user retention. It refers to the purchase of a new user of continued spending power, as well as the electricity supplier website how to maximize retain customers. Many business enterprise, last year purchasing user is still active and remain similar to last year's consumer behavior, only about 30% -40% last year, the total number of new users. In other words, the user marketing investment last year, got two-thirds of users passer-by. E-commerce is selling things, no bag rate, there is no second glance, then a high surface flow is prosperity. Investors are profit-driven animal I usually assess investment possibilities a home appliance and commercial enterprises from the following three aspects: First, business models. Your pattern with what others have not the same place? You are not a model of innovation? If there is, then the venture capital investment is the first model of money. Second, the operational efficiency of enterprises.
If you are selling, your unit cost of sales is not lower than the others? If you are doing the game, your game product development capability is not better than others? Whatever the industry, your overall operational efficiency will be better than others? Your output per capita is not larger than the others? Third, customer retention rates. If the first two do not have, that your customer retention rate is not better than the others? Is not upgrade every year? The vast majority of investment managers who assess their angles and methods may not be the same, but the psychological criteria they are substantially identical. You always have to remember that investors are profit-driven animal, seek risk and reward ratio seems to investments. (Via Tencent Technology) [Welcome to search on a micro letter 'txws_txws' Follow our official micro-channel, 6 a day to miss the wonderful article. ]