The Profit Of The Electricity Supplier Has Opened Up A New Path.

Suning.com, Jingdong mall, Amazon, Tmall and other large platform electricity supplier "

"Fierce battle is at hand, another war can not see smoke" - the exclusive brand war is quietly starting in the vertical electric field such as vip.com, fan Kong, Le Tao and so on.

While everyone is talking about price war and fierce war,

They have begun to take advantage of exclusive brands to snatch profits.

Reporters learned that a few days ago,

The number of brands claiming exclusive distribution rights is more than 30%, more than 900, and Lok Tao is also stepping up its efforts to develop exclusive brands such as "angry birds" and "plant zombies". Following the launch of the N B A authorized clothing series in May, fan's sales of official clothes authorized by the European Cup are also 300 thousand yuan / day.

So far, at least 7 platform based e-commerce giants in China have invested huge sums of up to 5 billion 800 million yuan to capture users, and the price war is in full swing.

This technique of "low price grabbing the market" is not very new, but it is quite effective.

Reporters in the 2012 quarter of the first quarter of China's B2C shopping website market share distribution was informed that Tmall ranked first in the market share of 51.5%, Jingdong mall ranked 22.7% in second, third in Amazon, the market share of 3.5%.

But what is different from the past is that nowadays, the propaganda of tens of millions of profits from B2C electricity providers can no longer arouse the interest of the media.

The price war of "losing money and making money" often leads people to think of counterfeit, fake and shoddy, and this is a real "negative energy".

Xie Jing, general manager of webpower China, is critical.

"Vip.com compares with other electric business, the key point and the superiority lies in takes the merchant to the customer direct sale form, reduced the intermediate channel to stock the possibility, sells the commodity all to have the genuine quality guarantee."

Vip.com CEO Shen Ya said that vip.com is prudent and responsible in dealing with every financing, strictly and reasonably controls the high cost of promotion, and is more inclined to rely on solid marketing skills to enhance the user experience of word of mouth and get more and more loyal repeat customers.

According to the latest data from vip.com, more than 3000 brands have been collaborated with vip.com.

There are more than 900 brands, accounting for more than 30%.

This is another main line of competition in China's electricity supplier. Its bright point is that the vertical electric providers attach importance to "continuing to dig deep brand value" and return to profit mining.

Reporters learned that Le Tao is also stepping up its efforts to develop exclusive brands such as "angry birds" and "plant zombies". Following the launch of the N BA authorized series of clothing in May, fan's sales of official clothes authorized by the European Cup are also gaining 300 thousand yuan / day.

The vertical electric providers such as vip.com, Lok Tao and fan Ke Cheng are enthusiastic about the "exclusive licensing" brand, which is no less than the strong desire of the big business platform to control market share. "This allows us to enter and retreat, but not to get involved in the fierce competition of e-commerce platform."

Van Kee pin CEO Chen said that the pfer cost of e-commerce users is too low, which will inevitably lead to a vicious cycle of price war. "Private brand or exclusive brand strategy" can guarantee the pricing power of goods in their own hands, which is an advantage.

According to the survey, consumers' loyalty to a retailer is very low, and the main reason is that there is not enough difference between stores.

If the exclusive brand is developed, the differentiation advantage of the retail market can be formed.

The bigger temptation is that "VC used to take sales growth as an assessment requirement, but now we use gross margin and capital flow to identify additional investments."

Chen Hu, vice president of Le Tao net, told reporters that the increase in the weight of exclusive brand is conducive to increasing profits for e-commerce providers.

"Brand tactics" requires the deep excavation and innovation of the application of every link by the electricity supplier company. The complexity of the operation is far greater than that of the "price war".

Take vip.com as an example. "Every morning at 10 a.m., new brand discount products are launched, and the new online brand display and page are at the forefront. Before the on-line brand display sequence goes down, the on-line period of each brand is generally 5 to 7 days, and the number of on-line brands is about 100.

Among them, exclusive cooperation has more than 30% brands.

Yang Donghao, C F O of vip.com, told reporters that the operation mode of flash purchase mode for warehouses is very complicated. In theory, the change of SK U in warehouse every 5 days is 100%.

So far, vip.com has more than 12 million 100 thousand registered members and a total of more than 1 million 700 thousand customers. The ratio of repeat users is over 60%, and the order volume from repeat users is more than 91% of total orders.

Expert analysis: create a unique user experience scenario, so that any ordinary user entering the specific experience scene immediately has some kind of unified mood or mood to become a typical user. "Brand tactics" pays attention to "experience and shape users" rather than "rebate to buy users".