Ali How To Deal With The "Supermarket Robbing" Supermarket?

On the day of March 8th, Ali was once more self willed, and subsidized Taobao users from her own pocket. Consumers only need to log on to Taobao mobile on the same day, sweep the barcode of the event, and enter the purchase page to get the highest 50 percent off discount, with the maximum subsidy of 100 yuan per user.

According to Taobao official statistics, at 9 a.m. on March 8th, 10 minutes after the start of the sweep code, 380 thousand users participated in the scan code, which amounted to 10 sales of the first tier cities in 10 minutes.

In the 30 minutes after the start, 540 thousand users swept 300 thousand rolls of paper towels, 40 thousand bottles of laundry detergent, 300 thousand boxes of milk and 30 thousand barrels of cooking oil.

In 30 minutes, Colgate toothpaste was sold for 1 months in a large supermarket. When it was 1, the sales volume of the non pgenic gourmet blend oil was 125 times that of the next day in a large supermarket. Within two hours, the sales of 250ml's Golden milk reached 20 times the daily sales volume of a large supermarket.

This day, the sales volume due to scanning code is said to have exceeded 1000 supermarkets, and "one minute sweep away a big store".

Besides shock, as a business organization, especially department stores, we must have a profound understanding of what the purpose of Ali is doing. What is the logic and what is the impact on us? Will there be more Internet Co in the future?

In the traditional enterprise and the Internet kicking door, I wrote that the value of an enterprise can be roughly divided into two types: creating value and pmitting value.

Haier makes the fridge, which is called creating value. Suning sells it, which is called passing value.

The core of creating value enterprises is products, and the flow of value enterprises is traffic.

Today, there has been a fundamental change in the way of linking businesses with consumers. In addition to building a traffic flow system on the Internet, Internet Co began to "loot" the flow of department stores superclass enterprises under the line.

Take the supermarket as an example, rent, labor, electricity and water and wastage are all below the line cost.

The purpose of these costs is to display "show"; then, through display, get the flow (customer to shop); after customers arrive at the store, through experience (complex information), make decisions about whether to purchase.

Once the decision is made, it is logical that customers take the goods, pay at the cashier's desk, and buy things home.

In this closed loop, the supermarket handles

(rent, labor, water and electricity, wastage) added to commodity prices and passed on to consumers.

However, after deciding whether to buy it, it is possible not to buy it at your home, which is the so-called "goods ratio three". At this time, the supermarket has paid the exhibition cost, and the consumer has gained experience benefits, but the cost has not yet been pferred.

There is actually a BUG (vulnerability), but many consumers are afraid of the trouble of price comparisons, and the chance that BUG is being used is not considerable.

In the era of mobile Internet, "traffic robberies" appeared.

Ali's sweep code purchase in March 8th is actually taking advantage of the BUG in traditional business logic, which consumers experience in the supermarket. After making the decision to purchase, Ali said: "you use your mobile phone to scan this two-dimensional code, and the Internet is cheaper.

Consumers are driven by interest and are promoted easily. If they are found to be cheap, it is possible to place orders online.

Why is Internet cheap? Because they did not pay for the display costs of supermarkets.

Therefore, sweep the code purchase, the use of the traditional business logic of the BUG, suddenly let all supermarkets, become online shop experience shop.

Face

There are two ways to rob a department store superclass enterprise, one is temporary solution, the other is permanent cure.

A temporary solution is not to allow consumers to pick up cell phones in supermarkets, or to block cell phone signals in supermarkets.

This method will repair the symptoms that BUG brings, but it does not repair BUG. The new problem will be that consumers can't even go to the supermarket because they can't use mobile phones.

The cure is for non exclusive sales.

The Department Store superclass enterprises will eventually change the positioning of distributors and agents, become brand experience stores, no longer earn merchandise sales, but earn brand display fees.

It looks like a small change, but logic is quite different.

The logic of the difference between goods entering and selling is that the exhibition fees are borne by the distributors and agents, and then the cost is included in the difference between sales and sales.

This is the core of BUG and the target of traffic robberies.

The logic of brand display fee is that the exhibition fee is borne by the brand dealer. You can buy it here, buy it there and buy it online, because it is all that brand business.

An example is the department store with the core of the deduction as the core of the shopping center.

The Internet brings us not only a new sales channel, but also a change of the whole sales logic.

These changes are hard to begin with, but they will eventually become reality.

Record companies were unhappy that they didn't pay for their music on the radio.

But after the fee, the radio stations are not released, and the publicity effect is gone.

The whole business logic is very distorted.

Finally, the recording industry realizes that the real income comes from the business models such as concerts, and radio stations should be free.

Since then, the business logic has been straightened out.