Offline Shop Pformation Electricity Supplier In The Future?

The disruptive change caused by the electricity supplier is not to solve the 20% consumer demand that brings 80% sales volume.

And we should use network technology to reduce the cost of services needed by 80% of the 20% sales volume to zero, which can satisfy the 80% of the people who can not get the service and make the company profitable.

At the beginning of the establishment of the electricity supplier, this should bring a "long tail Carnival" era, which turned out to be a winner's feast in China.

Strictly speaking, "there is no future for the offline brand enterprises to do business" is a false proposition. Why?

First, not all products will be suitable for certain channels, such as investment and financial management products, it is difficult to sell in large supermarkets.

As one of the channels, the electricity supplier must follow the restriction of "specializing in technology and industry". Every day, shouting the channel of eating and eating is not stupid or silly.

Second, "the future" is a word that can not be quantified. It is "living", even if there is a future, or is it necessary to live better and better?

To solve the false proposition that "offline brand enterprises do business without future", we have to look at the life and afterlife of the brand enterprises under the "electric shock".

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1., who beat down the brand?

Taobao bazaar is a paradise for small and medium-sized sellers. Countless grassroots entrepreneurs earn the first pot of gold here, and it is precisely on this basis that many brand names have been produced.

When you were talking about the electricity supplier, if you didn't know a few Amoy brands, you were embarrassed to tell people that you were mixing the Internet.

Those year's exploits and TOP rankings are all names you've never heard of.

After the B2C business developed, Tmall vigorously invited the traditional brand of the electric shock, and those online accumulated many years of brand value. In Tmall, this platform quickly obtained the opportunity to cash in.

In the past, the Amoy brands were sidelined to a certain extent, and the priority of large-scale activities was quickly pferred to the offline brands, which was called "irrigation flow" internally, and it was called "invitation system" externally.

Of course, this game is not something you can play with money, but also needs "qualification".

Quickly train a batch of traditional brand's electric shock achievements, and use the "example power" to stimulate the "not electric shock" brand under the line, the original massive natural flow is artificially diverted, even interception.

Take a look at the 22 first class objectives of Tmall mall in April 2015: it can be placed in the directory of TOP3, and it is rare to see that only adult products, snacks and nuts are visible.

The 7 categories of maternity products, such as the maternal and child products, and the 23 two level category TOP3, have only 7 categories, such as facial mask, early education / music, plush cloth toys, lady bags and so on.

In addition, other categories have been occupied by the whole line of traditional brands.

Even those lucky enough to list the brand are defending their dignity with low prices.

Take the first category of tea category "big benefit tea" (offline representative) and third "Xinyi" (online development) as the example, the former's monthly price is 225 yuan, the latter 69 yuan, the commodity price is 65 yuan, the latter is 26 yuan, the latter is only about 40% of the former.

Under the impact of online brand, Tao brand almost has no strength to fight back.

Where are the opportunities for brand electric business under the 2. line?

In this way, can the traditional brand enterprises on the line be able to celebrate each other?

From Tmall's point of view, the biggest advantage of platform strategy is that it can not be constrained by its own supporting resources. Fast sales volume, no property rights and no pfer of ownership are the biggest characteristics that distinguish itself from proprietary platforms.

The five stages of Tmall brand development (grassroots brand, Amoy brand, offline dominant brand, overseas brand name, etc.)

Now, it is only in the third stage. The brewing and planning of overseas brands is becoming the reincarnation of traditional brands. Once the time is ripe, the traditional brand will be reduced to the brand of today's brand. It's only a matter of time.

The advantage of the offline brand is to make an electronic business. Is it possible to build up momentum and earn money at the draught, but it is difficult to last long? Of course not, this is just a process of ebb and flow.

Offline brand enterprises do

Finally, who has the chance to stay?

First of all, from the imbalance of industry development and the differences of consumer habits, not all products and all industries must go to Tmall to open shop.

From the April TOP3 ranking of the 22 and two categories of Tmall class I, we can clearly see that the brand category can still be left in the category so far, not because of the small size of the industry and the low attention snacks, which is the "semi fast products" industry that is formed around women and children. This is also the case of the two category.

The development of e-commerce business must be based on the supplement and reengineering of offline business.

Ma Yun repeatedly mentioned that the winner of the future electricity supplier must be a provider of "small and beautiful". One of the essentials of "small and beautiful" is to grasp and serve the market segments, but many people do not understand it.

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Secondly, the disruptive change caused by electricity providers is not to solve the 20% consumer demand that brings 80% sales volume.

In this regard, operators on the offline channel do better than online stores.

VIP services can be solved if you make a phone call or a Wangwang service. That kind of VIP service is just teasing you.

The electricity supplier is trying to make use of the change of network technology to minimize the cost of services needed by the 80% people who bring the 20% sales volume to zero, and ultimately achieve the balance between the cost and profit of the service, which can satisfy the 80% of the people who can not get the service and make the enterprise profitable.

At the beginning of the establishment of the electricity supplier, this should bring a "long tail Carnival" era, which turned out to be a winner's feast in China.

Finally, for those enterprises that have already entered the electricity supplier line, the traditional enterprises can easily cater for low price demand through simple line copying, and short-term sales surge is undoubtedly overdraft brand.

Any change in sales mode is a revolutionary impact on the background service system.

Sharing a case: OPPLE and Rex, the two largest domestic leading companies in the lighting industry, both wanted to dominate the world.

Reyes feels that OPPLE's store channels are well organized, so whether it is from product organization,

It is also a comprehensive imitation of OPPLE in terms of personnel recruitment and dealer selection.

On the other hand, OPPLE also felt that the engineering projects of NVC were stronger than themselves, so in a long period of time, the engineering project channel learned the whole way.

As a result, over the past decade or more, REMS or REMs, OPPLE or OPPLE, the distribution channels of REITs are still lacklustre, OPPLE's engineering project channel is also not warm.

Why? The two have forgotten that if the front end system changes, and the backstage supply chain still uses the order type inventory to respond to the instructions of the store channel, and warehouse inventory will be used to respond to the needs of the engineering orders. The front desk will be exhausted, and it will not change the situation of the enemy and the weak.

Today's electricity providers, if only a simple line of copying online, or even offline under the line as the outlet of the backlog, or offline line as a sluggish sewer, picking up sesame and watermelon will continue to be staged.

Do not understand "small and beautiful", can not understand the "long tail Carnival", do not understand the "business mode pfer", can not solve these three knots, the line brand enterprises to do business, there is no future.