Clothing Brand Moves Vertically From B2C E-Commerce To Department Stores.

Most of B2C's e-commerce brands start from a vertical category and occupy the market at a very low price, such as Jingdong's 3C, excellent and Dangdang books, fan's clothing, red baby's mother and baby products, etc.

Choosing a single category is conducive to collecting limited resources, striving for preferential supply channels, controlling operating costs, achieving product richness and supply adequacy under a single category, so as to meet users' needs in this category.

However, an unavoidable problem is that the B2C brand of early vertical category can lower the price as low as possible and occupy the maximum profit in order to occupy the market in a short time. The purpose of brand development is ultimately to make profits. The maximization of profit is the ultimate pursuit. The original single category can no longer satisfy it.

Therefore, how to get more profits becomes vertical when ensuring the current market strength remains unchanged.

The pformation from vertical to department stores is not achieved overnight. The trend of different brand pformation is different. For example, the platform built by 3C shows better momentum in pforming department stores, and the resistance to platform conversion from clothing and books is more obvious.

We call this platform "conversion potential energy", which attracts users to pform from single category to other categories.

The pformation potential energy of platform is formed by the constraints of user demand factors and platform conditions (dynamic) factors. In the process of evaluating and utilizing potential energy, two factors must be considered comprehensively.

User requirement factors

Price advantage.

The user's reference to the vertical price of B2C is C2C.

Psychological account A-- and C2C Taobao ratio, psychological account B-- and offline shopping mall ratio, psychological account C-- and personal affordability ratio price.

When the B2C platform grabs the market, users will put their price into psychological account A to evaluate (because price is the only user can refer to the hard index), and when turning to department store products, users have passed the early monitoring of their quality and service, and distinguish their difference from C2C merchant. Users reevaluate other products to put it into psychological account B or C to evaluate.

Quality assurance.

The users' cognition of the vertical goods and goods will naturally turn to the department stores, but the evaluation of the specific product quality is the key index that affects the satisfaction of the users.

For example, the quality of electrical products has formed a clear evaluation index in the minds of users. The difference between similar products of different brands is very small. The selection of users between brands is a game of product cost performance, and there is no obvious quality difference; the evaluation index of shoes and hat clothing products is not so simple; on the one hand, it is impossible to assess which brand is the product favored by most users at the same price; on the other hand, the evaluation criteria of different users of the same product are difficult to be unified; some cotton fabrics, some people think that the fabric is too sparse, and others think it is right.

and

Convenient service.

The standard of evaluation service will change with the change of product category. To satisfy users, it is necessary to adapt to different categories of service requirements under the premise that the original service standard remains unchanged.

From display, retrieval, order, delivery, after sale, B2C has the advantage over C2C, not placing orders.

Service satisfaction is the main driving force for B2C users to repeat purchases. Service can enhance users' perception of product cost performance.

Relevant data show that the problem of return system will cause a large number of old customers to lose.

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After sale service is supported by many links, such as packaging, delivery, replacement, warranty and so on. Under each link, the requirements of different categories of products are different.

For example, clothing and shoes are more important to replace goods. Beauty is more concerned with packaging, and appliances require quality assurance.

When users purchase products from a category to other categories, the requirements for services will also change. Businesses with fast delivery speed may lose their trust in their refined products due to rough packaging.

Platform condition factors

The average unit price of vertical products.

The regular customer unit price will affect the user's trust in the brand and the price expectation. The higher the regular customer price is, the higher the user's trust in the brand is, the lower the price expectation, the greater the potential to pform into other categories.

Intuitively, if you buy a book less than 15 yuan on a platform, buying a 150 yuan cosmetics will feel great risk. If you buy 1500 yuan of small appliances on a platform, buying a 150 yuan cosmetics will be very practical.

The quality of vertical products.

The influence degree of product quality on the use experience is called the quality force, and the products with low quality are easy to seize the market, but the potential energy conversion to other categories is also low.

The higher the quality of the original vertical products, the higher the potential of the platform to pform into other categories.

The meaning of quality work can be explained by a simple example. If you buy pirated books, the only thing may be the poor printing quality, but it doesn't affect the core needs -- reading the content, and if you buy fake skin care products, it's hard to get back to the next level in your own face.

Therefore, books are products with low quality, while cosmetic products are relatively high quality products.

B2C platform will operate a product of a certain category for a long time in the early development process. The comprehensive perception of users' strength is also constantly forming. The brand image of B2C platform that operates different product categories is completely different in the consumer's mind, and the product with high quality and high quality will give users a strong sense of trust.

The possibility of achieving consistency in service standards.

Service prompting is the key force for customers to turn back many times. Service consistency refers to whether the service that customers receive from different users can be kept consistent according to the users' perception. In fact, the indicators of user evaluation of service quality are mostly fuzzy and perceptual, and it is difficult to quantify.

On the other hand, the inertia generated by the service mode of the original products will also hinder the development of other types of services.

For example, the delivery, installation and after-sale of DAC products are usually carried out by the manufacturer, and the after-sale of other products such as clothing and books is usually done by the channel providers. After buying the platform of the electrical appliances, the pressure on after sale will increase, and the focus of operation will also change, and the consistency of the services will be tested.

Based on the above two analysis from users and businessmen, it is not difficult to see that B2C platform inevitably faces many challenges when changing from vertical category to department stores. If new products fail to get the user's approval, it is likely to bring more negative impression, which will affect the development of platform core categories and jeopardize the brand image.

Of course, the potential of a B2C website to pform from vertical category to department store category is not only determined by the above indicators. This article is just a few ideas for evaluating the development of website category.