The new vertical electric providers era: this 'vertical' long nor that the 'vertical' [i world network operators Note] \u0026 ldquo; vertical electric providers \u0026 rdquo; already BEING \u0026 ldquo; \u0026 rdquo ;. vertical electric provider In addition to being the same between the two is called collectively outside the site location, the business model is entirely different, but it is precisely these new vertical electric provider company, to structure the electricity supplier has injected new vitality. Wen / Xu Huan off 800 president in about \u0026 ldquo; vertical electric provider is dead \u0026 rdquo; discussions yet when the dust settles, some new vertical electric provider companies have announced eligible to the high level of financing.
Behind this seemingly diametrically opposed, in fact, it is hidden this \u0026 ldquo; vertical electric providers \u0026 rdquo; already BEING \u0026 ldquo; \u0026 rdquo ;. vertical electric provider In addition to being the same between the two is called collectively outside the site location, the business model is entirely different, but it is precisely these new vertical electric provider company, to structure the electricity supplier has injected new vitality. Vertical electric provider market just need to determine the value of a business, the easiest and most effective is to see whether there is a market demand and growth rate, which is almost universal values for all investors. In this value system, the market just need to be the first one, we generally will not be particularly cold for a user needs to create a product, unless it is really enough to epoch-making product. Market growth is secondary, a good in itself, but an operator can see the ceiling of products, we generally do not give a high concluded after investor demand is high growth payoff, rather than small rich That is the kind of security or by shares steady, dividend day. Specific to this point of the vertical field of electronic business, we can see is: vertical electric provider is actually just an absolute market demand, and there is much room for development. In fact, for the entire electricity supplier, we generally understood in the commercial heart of the remains of the traditional business of heritage, such as the same business classification, the same attention to the product, the same attention to logistics, warehousing, the same attention to working capital efficiency, the major changes are in marketing channels and services, so we analyze the vertical electric provider market just needs can be classified as a traditional business reference. In the traditional business system, we can see that the whole business system is a very complex situation, there is similar to the Grand Pacific Department Store, Hualian this integrated class shopping malls, like the stars of heaven and earth have such luxuries monopoly, there is Outlets, top grade discount this discount stores, there are a variety of small scattered commercial street sellers, a dedicated Shoe, clothing city, and so on. In all of these business forms, we will find that almost all of you know the business model can be found on the appropriate standard, especially in the sub-category, any angle can be cut, category, price, brand, size, etc. and, although they have a good or bad development, but are still continuous innovation. And we need to think of is that the traditional business model developed for thousands of years, before establishing such a rich situation. The electricity supplier industry, back and forth, but also add up to 20 years or so, in this case, we will inevitably encounter some of the potential is: or in fact, a lot of new business areas are still not covered, or in many However, despite the areas involved but could not find any way to the development and setbacks, more or some development is also a good model now but have not come across those development bottleneck \u0026 hellip; \u0026 hellip; so through a number of the above analysis, we You can basically come to two conclusions: The first is similar to the sub-category of traditional business, vertical electric business survival and development space is still huge, but we have not found a suitable development path of some of the patterns in the exploration;
The second is that vertical segments might be a great concept, from any point of view can be split, that is to say, it does not just stay in the past we thought of footwear vertical, 3C type vertical, vertical books Such relatively limited classification. Four changes in the new vertical electric providers In fact, with the older generation of vertical electric providers gradually ended, in recent years is gradually form a new vertical electric business force, which compared with the older generation of vertical electric provider, in concept , the operating mode, even working on the development front are gradually With no small progress on the promotion channels. This is one of the representatives: the only product, and the United States together superior product, they are brand sale concept, quickly became popular in the domestic market, and further hit the four-tier cities, and these places are vertical electric provider before coveted area. Simply summed up what several changes occur compared to the new generation of vertical electric providers and the older generation vertical electric provider: change one: to expand on the concept of vertical forward hereinbefore mentioned, the vertical segments is actually a very broad space rather than stick to a particular category of subdivision. In the past we can see is: Lok leading footwear vertical B2C, Brewmaster network leading wine vertical B2C, fast bag of books leading class differentiation, vertical B2C fast service, etc., and now the concept of vertical electric provider has been large-scale promotion, such as CD products will be, the United States together excellent products vertical segmentation is brand sale, beautiful, said mushroom Street vertical segmentation is women's clothing, we are doing is specials. And when an investor who jokingly said before the vertical electric provider more vertically from the physical properties of the goods, belonging to the material level, and now the vertical electric provider more vertically from the extended attribute merchandise belonging spiritual level.
The former is based on a definition of the commodity surface, which contains the potential users found in the heart, and this division itself contains the user's values, so the operation will be more suitable for the user's buying habits. Changes II: Core development position shift in the traditional electricity supplier development, PC terminal has been developed, although the \u0026 ldquo; mobile electricity supplier \u0026 rdquo; the concept was we said a long time, but now in fact still do not see a traditional electricity supplier companies to a great breakthrough in the mobile terminal, including the recent \u0026 ldquo; 6.18 \u0026 rdquo; big promotion, and achieved fame and fortune Taobao and Jingdong, also in the mobile terminal turnover accounted for about 25%. But in the new vertical electric provider, the mobile terminal performance is very alarming. There are several reasons for this: one new vertical electric provider at birth coincided with the development of mobile Internet, the so initial users to develop, on their own electricity supplier will move genes. To fold 800, for example, three years ago, almost at the same time our site on the line, the mobile client synchronization on the line; on the other hand, the new vertical electric provider is because most goods \u0026 ldquo; the spirit of property \u0026 rdquo; segments, So there can be many forms of PGC or UGC content, this magazine or community properties are very suitable for users use fragmented time to browse. Fold 800 clients have two browsers peaks, respectively, in the morning 8: 00-9: 00 and evening 21: 00 \u0026 mdash; 22: 00, the reason we track after the discovery that, \u0026 ldquo; 9 block 9 free shipping special \u0026 rdquo; every day Recommended dozens of things, many users are on the bus as early as 8:00 in the subway readily look, many users also readily look before going to sleep at night, which is actually largely represent some of the mobile business, which is the time fragmentation connotations. Three changes: changing the way users pay for traffic aggregation in the past accounted for a large part of the electricity business expenses, in the end how expensive traffic, electricity supplier did believe people will understand. But now most of the vertical electric provider, the way to get traffic has gradually started to buy traffic from the previous money to use social media to change the word of mouth spread.
If I remember correctly, the only product will be listed before, whether it is everywhere keyword advertising, portal advertising, we rarely see the only product advertising, but the surprise is the only product brand penetration in particular strong, especially in some of the four-tier cities, many people are loyal users only product will. I think the biggest reason is because the only product of its own position very clear, so that its target audience has a highly focused, and these users because some common itself, can easily lead to the spread of fission. That is, according to the last category of vertical electric providers subdivided and assigned to users not cut, their users are often interspersed with, for example, a pair of shoes will be books, books will buy a bag, buy the package will also buy clothes \u0026 hellip; \u0026 hellip; the user did not have absolute breakdown. And now the vertical electric provider in the commodity extended attribute segmentation will guide the user in fact the last segment. This is actually the root cause of new vertical electric providers in the development of a wide range of users can take advantage of word of mouth. And from their own social spread, the last pair of shoes of the user may not have to buy clothes among so many users communicate with each other might just say, \u0026 ldquo; Oh, your clothes are very good, what brand, how much money \u0026 hellip; \u0026 hellip; \u0026 rdquo ;, these exchanges relatively very shallow, and in the new vertical power business users, communication between them may be more deep-seated, these deep level of "darker than black costume " communication, disguised in the word of mouth generated content.
Four changes: operating philosophy of change we think the general sense that the vertical lifeline electricity supplier logistics and a large number of SKU, so a lot of vertical electric provider companies will be a lot of money invested in these three "sakura wars cosplay " areas. I can understand that in the era of the rise of e-commerce has just, in order to allow shoppers to have a better shopping experience, the sole electricity supplier website can do is try to control all aspects of the electricity supplier, to strengthen each step monitoring, in order to ensure that there is a problem the user in the purchase as little as possible.
But now, the new vertical electric provider in the concept of operations have been cosplay costumes for sale some changes, just to be up from the previous meet market to meet user \u0026 ldquo; shopping \u0026 rdquo; mentality, which is like when we go shopping, in many cases, do not know that we What to buy, but I feel pretty good hit, is likely to buy. This is essential in the current warehousing and logistics service system, already have a good foundation of the case, the most obvious manifestation is because the user is a \u0026 ldquo; shopping \u0026 rdquo; heart, for timely logistics demand is not so high. So we can see this wave of new electricity supplier companies rarely have self logistics of the situation, but more will be put on operational experience and products, make the greatest power grab users \u0026 ldquo; shopping \u0026 rdquo; core requirements . The most obvious manifestation of these electrical SKU's website ,, these new vertical electric provider SKU overall not very high, the United States together superior product at the time of listing, SKU, but also about 10,000, and in 2000 the current off 800 about. Gifts SKU bring electricity to the vertical lift is to avoid the user's choice phobia, so that users can quickly find what they want.
And because the product is relatively better user evaluation and follow-up to bring the word of mouth will have greatly improved. Mobile electricity supplier, clear positioning, fine paper, word of mouth \u0026 hellip; \u0026 hellip; the new generation of vertical electric providers seem to use these familiar words in the crack \u0026 ldquo; vertical electric provider is dead \u0026 rdquo; spell. I suddenly remembered the American poet Sylvia Plath's words, \u0026 ldquo; The so-called innovation is to transform \u0026 rdquo ;. on the old stuff Yes, it has been standing on the shoulders of giants of the new generation of vertical electric provider, we have sufficient reason to believe that its future will go further wider. (Edit / world network operators Sheng Ting, article from the tiger Oh, by the i world network operators editor, please indicate the source and author)