Fan Ke Cheng Changes Business Mode And Tries To Make Use Of Low Cost Profit.

In the past 2011, the operation of e-commerce enterprises, like seasonal changes, encountered a severe winter in the fourth quarter.

This cold winter has damaged the electricity supplier enterprises, and has also struck a warning bell for investors keen to invest in the industry.

At present, domestic electric business enterprises can be divided into three types: platform type, brand type and group buying type.

Generally speaking, the core competitiveness of brand electric business enterprises lies in how to build brand connotation, enhance brand loyalty, and build an efficient storage and distribution system on line, and create a fast response, effective supply chain management.

Customers are neither shops nor manufacturing factories, nor do they establish distribution channels. Only telephone, network and advertising are a truly "light company".

But over four years since its establishment, customers are not perfect in terms of technology, products, brands, supply chain or distribution time, but have not formed their core competitiveness.

The reason is that its development has been caught in a vicious circle of scale attracting investment and further enlargement of scale after investment.

The author believes that both fish and bear's paw can not be taken together. The quality of sight not only causes everyone to fall into the red sea of homogeneous competition, but also is the main reason why they are forced to accept the high cost operation of riding a tiger.

As we all know, the biggest advantage of e-commerce enterprises compared to traditional industries is the control of paction costs.

In the initial stage of operation, customers successfully located the location, but with the continuous expansion of the scale, it was not so smooth on its development path.

Chen once said that every customer was trying to make mistakes every day, and even in the department there were popular values of trial and error. Management was willing to find more star selling products, but after all, only a handful of popular products were sold, and the management modes of different products were quite different. For example, customers found that selling kitchen knives, mops and clothes were not the same thing at all, and brought many unnecessary costs to the operation of category expansion.

This is a reflection of the fact that customers do not make effective use of information technology to analyze consumer behavior, and give full play to the advantage of using information to reduce costs.

The cost of organization remains high.

At present, the praise of the business department has been overheated. At present, we have abolished the previous organization which is divided by product, promotion, marketing, brand and so on. We have set up a division which is divided according to the category of footwear and other products. According to its development ideas, we will divide more business departments in the future.

Although the ministry system has its advantages, but not good grasp the existence of overlapping functions, management personnel waste, and even take into account their own interests of the business department, and affect the cooperation between the Ministry of business.

Category expansion makes the integration cost of all guest industry chain too high.

All customers continue to carry out category expansion, for example, from the original shirts, trousers to electric rice cookers, kitchen knives, mops and so on. Its diversified sales increase the difficulty of the integration of the industrial chain and raise the operating cost.

In recent years, China's electricity supplier economy has developed rapidly, but the development of logistics system is relatively slow, and the distribution cost has become one of the bottlenecks restricting the development of e-commerce enterprises.

Especially in the post financial crisis era, the rising cost of fuel and labor costs has increased the cost of distribution.

It also changed the practice of free distribution of the whole field, with an order of less than 39 yuan plus a 5 yuan distribution fee.

In the competition of stimulating electricity providers, like customers and other electric providers, the cost of distribution has remained high in pursuit of user experience.

Relatively speaking, the product of customers has many characteristics, such as multi category, small batch, multiple batches, short time and so on. Its distribution cost is much higher than that of physical stores. Besides, customers have also implemented 24 hours distribution service within 300 kilometers, making the cost rise further.

These are only the explicit costs of distribution. The hidden costs of customer churn are far more than those of poor distribution services.

Although all customers have established their own logistics centers, the distribution of their products is mainly outsourced to the third party logistics companies. However, the third party logistics companies in China generally have the characteristics of low staff quality and poor service quality. As a result, consumers begin to complain about the poor logistics, poor service and no integrity.

reverse

Can not be ignored.

Compared with the traditional forward logistics, it refers to the phenomenon that the product flows from the market to the enterprise in the opposite direction.

In the field of reverse logistics management, reducing the rate of resource loss caused by returns can bring considerable economic benefits to enterprises.

With the increasing scale of customers and the increasing number of categories, the proportion of returns is increasing, which makes the cost of reverse logistics increase.

According to the survey conducted by AI consulting, the ratio of cash to cash payment in Van gentry's products is 45.3%, which further increases the risk of reverse logistics.