E-Commerce Single Product Era: How Much Money Do Consumers Want To Pay?

How much do you want to pay for a comfortable underwear?

CK may be underwear. brand The most important and even the only reference frame in the Internet is the common CK quotation quoted on Internet search: the genuine product is 200-300 yuan, the Taobao is 100 yuan, the real transaction is 30 yuan, the imitation goods 15 yuan. What kind of price cube does a rubber band and a piece of cloth mix up? It depends on the added value of the product, not the product itself.

Then the number of disposable underwear is 1? 2? 3?

Obviously, the double pack is the unified choice of most of the packaged underwear. It is reported that the new products of the summer cotton underwear in the early morning of May 9, 2011 launched 3 items. At 18 p.m. that day, the order was broken by 3000, and the twenty thousand super low price 49 yuan /3 for sale was sold for 2860 men's underwear. At the same time, the unit price increased from 100-120 yuan to 150-180 yuan. This shows that the underwear of 49 yuan obviously not only pried up the consumption of underwear, but also pried the consumption of cotton socks. Is it a panty retailer or underwear wholesale, or a weathervane conversion for underwear? - at least some people are starting to work. Internet The brand value of a pair of bottompants.

Looking carefully at the underwear advertisement of cotton, the model showed 7 pairs of underwear with the same color. From the beginning of PPG, men's shirts occupy the e-commerce wardrobe, and 7 – has become an important quantitative word for single product providers. For men's shirts, a new shirt every day for 7 days, or 5 days shirts plus two day T-shirts... But can 7 colors of the same underwear represent the mood of the 7 day? No longer the Chinese in the age of blue ants. Do they really accept the same underwear?

However, cotton has already successfully built a smaller underwear business on the basis of double strip clothing, and it needs to be served first. Whether this can become a new standard, at least cotton can stick to it.

　 Internet era of single product

Glance over TaoBao Net business diary: in February 16th, a manufacturer sold 2200 pencil pants and the average price was 31.2 yuan. On the same day, the trading volume of pencil pants was 160 thousand yuan, and 5328 transactions were made. The sale of 2860 pairs of underwear on cotton is equivalent to 49 yuan per day, but on this day, the sales of Chinese underwear may be 10 times, maybe 20 times, maybe hundreds of times.

The value of single product in the field of e-commerce is more and more important. Just like a few years ago, Wang Juntao, the 6688 president, said in an interview with the author: "PPG has broken a layer of paper in this industry, and the sale of men's shirts has made many traditional enterprises see new opportunities."

According to the first textile net report, the cotton textile product formally launched in November 6, 2010 has chosen the cotton socks single product to cut into the electricity supplier market. After the on-line date, the single volume of the month is 1500. On the 19 day of the line, Xu Xiaoping, a famous angel investor in China, won tens of millions of yuan investment and was recognized by several investment institutions. Xu Xiaoping asked for half a year to spend 10 million of this cotton. CEO Lin Wei thought of a diversified development category is underwear.

The original PPG, known as the DELL of the clothing industry, is not DELL. It is important that DELL can also be surpassed. The important thing is that men's shirts become an important category in the field of e-commerce. VANCL, the outstanding member of the Department, started her own brand trip with 68 yuan or 88 yuan low price shirt. Single products began to show the jungle rule in the field of Hurricane business.

Price is always the most sensitive wind vane to save money and save time.

In order to find a more accurate price positioning, Lin Wei CEO launched an extensive price survey in advance on his own official micro-blog. It is generally believed that the $50 pair of underwear is sensitive to price, because the price is too low, there is no sense of quality and safety, and the price is too high to bear. Therefore, the "49 yuan one" user thinks it is more appropriate. However, in order to enhance the user's experience, the word of mouth communication effect is formed. Wei cotton chose a classic version of men's underwear for maximum experience promotion. The price of 49 yuan /3 is 8 times cheaper than that of CK, even 30% lower than that of the supermarket.

This means that cotton may sell well, but it does not make money. In other words, such a low cost sales for the flow of traffic, compared with the high volume of traffic, such a call may be necessary.

　　 Turning point in brand era

There is no doubt that the e-commerce industry has suffered high inflation this year.

According to the first textile net report, unlike the recently sold Shanghai sales girl who sells 6000 yuan to sell 3000 owners, the cost of obtaining a new user is 80 yuan or even 100 yuan per B2C business. Due to the division of the large platform business forces, the market competition pattern was initially established. With that, the advertising of the portal website has increased by more than 40%, and the price of search engine has doubled at least from the beginning of the year to the end of the year. The warehouse rent in Beijing Daxing area has doubled. The upward trend of cost will bring about a decline in the price competitiveness, which is relative to the enhancement of the specialization degree of brand electric business.

Perhaps in the early days of e-commerce, excellence can be sold at the expense of "big talk Westward Journey" to earn popularity. Dangdang can take advantage of price wars to snatch traditional channel users. VANCL can rely on cheap shirts to attract users, but ultimately the industry wants to go to boutique - or the product is wonderful, and the brand is wonderful.

There is already a threshold for a company to gain profits in a promising field, but the scale is still a tough choice for the industry. Jingdong, which sold over 10 billion last year, has become a benchmark for sales. Whether suning.com or VANCL will set this year's market target at 10 billion yuan. How to scale up in the shortest time, before enterprises are listed, all these can only rely on "burning money".

But for more limited sales of electricity providers, how to create a small group of community preferred community is particularly important. At present, e-commerce providers in the brand promotion channels, more in the use of portal website micro-blog this emerging marketing platform. It is understood that most of the orders placed in the start stage of the website were mostly traffic generated by Sina micro-blog.

According to the first textile net report, according to the estimation, the total e-commerce financing in 2010 amounted to about 1 billion US dollars. Behind the massive influx of capital into the advertising market and the rise in prices is actually the advent of the era of e-commerce brand.

At the moment, the brand communication of an electric supplier is becoming more and more popular online and offline. In recent months, Vic has continued to invite popular fashion stars to endorse, "Not at all (Nao Taitao)" value proposition advertising, supplemented by carpet painted in the network and outdoor advertising channels; the Tencent introduced the domestic Groupon transformation group Bao network, its application in Metro Line 10, the advertising position of the car, will be three popular movie stars and positive response to the new policy slogan: "at any time to retreat" brush everywhere. China's CK is also introduced into micro-blog channel.

The era of wilderness of several people, computers and a private house is gone forever. Initially, the new network merchants need to seek their way in the vertical field, and some of the brand operators who have accumulated in traditional fields may leave them with too few windows.