What Will The Future Electricity Supplier Platform Win Sustainable Competitive Advantage?

Throughout recent years

Platform wars, eight King Kong style is not good, is nothing more than "Cheng Jin Jin three axes".

One price, two speed, three step on the opponent.

However, we all understand that price wars and speed wars have become more extreme, and prices are dropping to heels. Is there still room for reduction? Can logistics be delivered faster within 1 hours?

The key is, are these customers really concerned? Obviously, no! According to the latest research, the incentive factors that drive customers to choose different platforms are website reputation, commodity quality, payment / distribution / customer data security.

Low delivery speed and low commodity price are only "health care factors".

The so-called health care factor is the most basic factor that must be possessed in the industry. These basic factors are easy to imitate, difficult to endure, and low in threshold. Obviously, they can not constitute the unique and lasting competitive advantage of the electronic business platform.

So, what will the future electricity supplier platform win sustainable competitive advantage?

O2O2M operation

No matter Ali,

Shop No. 1 or SF is actively distributing O2O.

Ali holding hands Yintai commercial layout O2O, Beijing

The East joint convenience store enters the rural market. The No. 1 store mode is to establish community experience shop. The mode of SF is to build a life service community "Hey shop".

However, judging from the actual operation results, most of the O2O models are only O+O accurately, and the two tracks under the online and offline lines are only battalions, which are difficult to produce synergy and leverage effect.

The essence of O2O should be the integration of O and O.

The way of melting is moving.

Practice is only a way to get rid of Ren meridians, and only to pass the Du meridian. The highest level is to get through the two pulses of Ren and Du, and 2M is to open up the two points of the line.

The internationalization, platform and mobility of Alibaba Ali are clearly in front of all platforms.

It is foreseeable that the mobile platform will be another core advantage of Ali in the future.

The chairman of the shop No. 1 has just predicted that the future electronic business platform can accommodate 3 or 5 houses. Then, who can become the corner of the "five kingdoms" or "Three Kingdoms" in the future eight Kingdoms? O2O2M will be an indispensable ticket.

Brand of electric business

From the perspective of marketing theory, most of the electronic business platforms still remain in the initial stage of "sales orientation and product orientation". This explains why promotion, hard sales, push, commodity enrichment, quality assurance become the core means of competition, and there is no essential difference between the method of physical marketing and the way of substantive channels.

In the era of unification of entity channels, the position represents everything and the information asymmetry.

However, in the era of electronic commerce, there is no problem of location and product richness. It is easy to compare and find the lowest price. The conversion of retail platform is as simple as converting TV channels, and the conversion cost is zero.

Therefore, price and product richness are not enough to maintain long-term advantages.

There must be a sense of brand management.

The branding of electric business means that we must first have a clear positioning, a clear and differentiated image in the mind of our customers, and constantly maintain and strengthen this image. Promotion, website operation and distribution services should be centered around and conducive to strengthening this image.

Low price, fast delivery is not image, promotion is not image.

Taobao and Tmall have become the pronoun of the electricity supplier. It is the incomparable positioning of the history. The Jingdong's "multi fast, good, and good" province has refined the essence of the electricity supplier. It is a good location. Suning Appliance's "save for you" is the image of the 1 shop.

Although it is not clear what to convey or understand the interests of customers, it must be recognized that this is a great step forward in the direction of price and logistics, in the direction of brand awareness and the establishment of personalized brand image.

I believe that the dispute over the future retail platform is bound to be a brand competition. Any business platform must answer the question "what am I? What do I represent?"

Shopping experience

There are three major changes in customer shopping behavior:

First, mobile shopping is coming from behind.

This is the inherent driving factor of 2M.

Two, shopping is more than just shopping, shopping = go WOW, in order to satisfy participation, sharing, reward and surprise.

This is the intrinsic driving factor of "marketing socialization".

Three, O2O is not just a channel, but also represents the experience space. Shopping from heavy body weight (large shop, multi commodity, low price) to heavy "experience", customer experience is king.

For the electronic business platform, the future competition is the competition of customer experience, who will win the best customer experience, and who will become the real king.

It is not easy to achieve a good customer experience, and it is more difficult to maintain a consistent customer experience.

The whole process of shopping experience starts from the store, browse, add shopping cart, order, pay, wait, receive goods, open box inspection, trial, 7 days without reason to return, confirm payment, use, evaluate and share. It involves many links that affect shopping experience, such as product quality, website design, operation, customer service, material flow, warehousing, business and so on. Every minute of every mistake will affect the customer experience.

Therefore, customer experience truly reflects the value of retail=detail.

Customer experience requires the establishment of decomposable, measurable, improved and cost controllable indicators to conduct a continuous follow-up review. For example, the delivery rate can be decomposed into order, payment, delivery, delivery and so on.

Setting up a time delivery rate index may not have practical significance, because the cost of improvement is too high.

To enhance customer experience, what you need is a pleasant surprise to customers.

What surprises is is beyond the expectations of customers.

The surprises come from details. For example, the Double Ninth Festival sends a health to the parents of the customers. The children's Day gives children an activity to the customers' babies, so as to form a word of praise for "one person shopping for the whole family".

It is easy to say that if the electricity supplier defines itself as a life service provider, the real question is that the customer is not only a sales target but also a customer. Is the problem simpler?

Marketing socialization

As mentioned above, shopping is more than just shopping, shopping = go WOW, in order to satisfy participation, sharing, reward and surprise.

The implementation is: customer orders, express delivery, buy the finished goods, one shot two scattered.

There is no connection between customers and platforms except for one-way EDM push, and there is no connection between customers and customers.

The brand is becoming more mature in the O2O social marketing, and the electronic business platform "Xiao He has just exposed the sharp corner".

In fact, the retail platform has a natural advantage in socialized marketing, because there is a solid foundation for big data.

What we need to do is to restore the people behind the big data and link them together to form a living community according to different labels, and encourage community members to participate, share and create content.

The thinking of socialized marketing is that customers buy only the beginning, and turn customers into active fans is the end.