Electricity Supplier Is Not A Channel, But A Change Of Perspective.

Many of the company's electricity supplier business departments are designated as new channel departments.

Chance to re queue

Essential oil is a new category in China. Meng woke up in 2006 and started more than 100.

As we all know, offline retail development is slow.

Every commercial revolution is the opportunity to rejoin the queue. Only those who seize the historical opportunity can achieve overtaking in the curve.

In this era of revolution, we must use revolutionary methods.

In September 2009, Meng woke up to be a Taobao shop, when he was completely out of the game.

A good friend wrote a promotional blog and sold for 200 thousand yuan in 7 days.

In a flash, Meng woke up to really wake up. The starting point of e-commerce is coming. This is an opportunity for oneself to pcend.

Immediately form a team to divert attention.

Two years later, on Taobao, AFU accounted for 80% of the market share of essential oil, which was the sum of second to tenth of Taobao's category, and surpassed the first place in the line.

What did he do? Let's start with his business logic.

What new value did the electricity supplier create?

Meng Xing, from the "Carved Eagle", obsessed with innovation, often shocking theory, there are many fans in the Dai Dai community.

He did not regard the electricity supplier as a channel, nor did he position himself as a brand selling essential oil. Under the revolutionary era of Internet, he thought about what new value the e-business provided to consumers, rather than the problem of more channels.

Now, what B2C has done best is Jingdong. What new user value has Jingdong provided? Cheap and convenient? It used to have price advantage, and now it is gone.

In addition to the two, the Jingdong has not provided any new value.

Therefore, Jingdong is only the 1 version of e-commerce, it only provides convenience and cheap.

Is this the core of e-commerce? Definitely not.

Meng Wah is preparing to create new value for customers in every aspect of the electricity supplier.

When they deliver the goods to their customers, they send out a pair of poker cards to let customers draw one. If the king is free, he will be drawn to Xiao Wang half off. This way will make the customers both surprised and excited. In order to play the game, the next one will become the entertainment industry.

Will it lose a lot of money?

Though they didn't know how much money they would pay at the beginning, they only did it for fun. Courier was not a simple delivery, but a shopping guide that could delight customers and develop new customers on the spot.

This is no longer a problem of losing money.

There are usually more than 20 women in an office. Maybe there is one online shopping. But when the delivery is delivered, there are some cards and surprises. Others will come together (if the boss is not there), and do not bother to smoke anything. There are odd gifts. This creates the seeds of office word of mouth.

You know, in every office there is a woman who can flicker.

In addition, the courier also carried out micro group buying at the scene.

As long as you get your partner to buy something, there are extra small discounts or small gifts.

Today's electricity providers, new customers get high costs, cosmetics companies to acquire a new customer on Taobao need 100 pieces, the courier only one day to develop a new customer, the day's wages came out, the development of two new customers, made a big profit.

Moreover, the courier will not wear dirty work clothes to send, but dressed in a cartoon pattern clothes, for 80, 90 after, suddenly such a kind of delivery attendant, she will be very surprised.

Online shopping is also troublesome, you can try online, but can not do online, how to do it? Create value in troubled places, this is innovation.

They put small samples in the parcel, sometimes they send five or six samples, and consumers buy one but try many free. This is a small surprise.

In the view of Meng waking, the essence of the cosmetic industry is entertainment. Why women use cosmetics? For happiness! Women look at the fish tail on their faces and are broken, but they laugh with cosmetics.

So bringing happiness to customers is the place where value is generated. It is said that the customer service manager of AFU has another name, called the chief surprise officer, who periodically selects customers to present small gifts so that customers can get unexpected surprises.

The new value of this effort has enabled them to grow rapidly.

Crossover play

Now, AFU has an annual sales of 150 million yuan, relying on online fast cash flow, they earn money from the line to invest in the advertising line, such as tourism satellite TV, Hunan satellite TV, Focus Media and so on. In the cosmetics industry, the more ruthless your advertising is, the more trust the agent has, the more willing to open a store.

Many people say that there are official websites on the Internet, there are more than 100 downstairs counters, and online products are still twenty percent off below the line. Can agents agree?

Yes, AFU's agents often shout loudly, especially when they do activities online.

However, the most frequent shouting is the most frequent fleeing, because the biggest impact on the official mall is his fleeing on Taobao.

Will they really resist? In fact, the so-called price conflict does not matter much, that is, the issue of public opinion.

People who buy things in shopping mall do not buy online very much, while those who buy things online seldom buy them under the line.

Many offline giants are too big to move billions of dollars. The online business is doing one hundred million better a year, and the turnover is no better than 5% of the total dishes.

Now, many agents take the initiative to find cooperation and resources to set up counters in shopping malls. The more the counters, the higher the brand awareness and the better brand image. AFU is now taking the downstream capital to make its own brand image.

Now the TV drama is popular across the subject. Meng wakes his own practice called crossover play. He develops agents under the online funding support line, and then counters the online brand value, thus easily surpassing.

Freak Club

You may be surprised that there are so many strange tricks in the wake of Meng's awakening that they can make customers so happy. Meng woke up as the chairman of the freak club. At the beginning, Meng woke up to think about some innovations, but later, he was basically creative in the team.

The basis of their innovation is never how much I want to sell, but what surprises I can bring to customers.

They do not punch cards at work, no KPI, their assessment is who can not finish the task, who will finish the task, and the chairman will drill the table; the staff often go to the office after watching the small theater until 9 in the evening, and they have already played the job; their offices have endless snacks; every department plays very happily, but few people have been deducted from their wages; instead, they have 5 to 10 wage increases each time (one hundred or two hundred each time); they regard LV as an ass card, and who will take a LV will be laughed at, and they live in the narrow aesthetic sense of small groups.

It is such a group of "freaks" that make the consumers of the drift net AFU extremely fond, so that the brand can achieve 1.5 billion from 0 in 2 years.

A strange team will have these strange innovations.

Why do many traditional enterprises do bad business? Actually, during the period of business pformation, it was a great opportunity for small brands to surpass. However, many small businesses are looking at big businesses, and big businesses use electricity providers as a channel. Small businesses also follow the rule that electricity providers are P (place). How can they surpass them?

The Internet is not to let products change channels, but let thinking change angle.

Creating value in trouble is innovation.

They put small samples in the parcel, sometimes they send five or six samples, and consumers buy one but try many free. This is a small surprise.