Vip.Com'S Recent Negative Is A Bit More! Really Should Not Imitate Jingdong.

Jest phrase: in the capital market, vip.com, which is known as the "monster share", must be very unhappy in the new year.

At the end of last year, the eight sides questioned the sale of fake goods. At the beginning of the year, they were criticized by Xinhua news agency.

What happened to demon stock recently?

Vip.com's recent negative is a bit more!

A week before the new year, vip.com officials finally confirmed that Moutai, which was sold in the "12.8" anniversary, was a fake liquor and announced its recall.

Although there were many suspected selling tickets before, the official response for the first time made the image of vip.com, which once shouted "100% authentic products", had a "instant collapse" in the minds of consumers.

It's not alarmist.

As early as this matter, vip.com's active user growth has become a bottleneck.

Some media have made statistics on the number of vip.com users in recent years. In 2014, the number of Q4 active users reached 12 million 200 thousand, but as of 2015 Q3, the growth rate of active users has decreased by 47% to 2 million 400 thousand over the past year.

The number of active users is reduced, and the conversion rate of new users is also in trouble.

Let me give you an example.

A few days ago, the article "goodbye, vip.com" was widely disseminated in the circle of friends in the media: a self media author who had never used vip.com was accepted by friends and bought a holiday product to Zhuhai Changlong marine Kingdom on vip.com travel channel.

But the whole process, not only does not have the responsible business contact with him to check in the situation, even telephone contact merchants have not been answered.

In the middle of a hundred times, the self - media writer ended up with the vip.com, which was not strictly controlled by vip.com, poor communication with businesses, long failure to deal with problems and the lack of security mechanism.

Surprisingly, the experience of new users has been so unpopular in 2011.

The new user experience is not good enough, which directly leads to low conversion rate.

Never want to be bad at vip.com. I used to be a heavy user of vip.com. I have to say a few words when looking at vip.com now.

I have a feeling:

The limited time limited brand sale mode, at the beginning of its creation, gave consumers a sense of urgency that they had no shop after the village.

This new and unusual mode at that time brought huge flow to vip.com, and even once reached the rush hour rush hour at the punctuality of "10 early 8".

However, at present, the sale mode seems to be no longer exclusive to vip.com: on the one hand, the major e-commerce platforms are on the line of clothing sale, consumers have more choices; on the other hand, mature consumers do not have to force themselves to shop during the limited time, and rational consumption makes them want to buy goods that can be used, rather than shelved.

Third, the end of the inventory bonus, although the stock will always exist, but a good brand can not be long-term inventory.

The stock dividend due to the last economic crisis is over.

The above points are summarized by some media people, but they have not yet touched the essence.

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Vip.com is getting old? Maybe it is a bit old.

First, it takes a long time to start a business.

The two is category restrictions.

Three, the sale mode is no longer favored.

Didn't vip.com know that its own development had met with a bottleneck? Because he had been making profits for 12 consecutive quarters, so he had nothing to worry about.

They are also in active strategic layout.

For example, expand the category.

After the era of brand inventory backlog, the open platform has attracted many famous brands to enter.

This is a sense of "Jingdong".

But the whole category expansion has not been strongly welcomed by consumers.

When the tail cargo no longer attracts consumers and tries to get consumers' attention with brands, vip.com's "special sale" label has been diluted.

Most of the brands settled in vip.com have flagship stores in Tmall or Jingdong, and compared to flagship stores, the price of special brands and flagship stores is mostly whether there is postage.

Therefore, there is no obvious price advantage, but also restrict the purchase time, and consumers' desire to rush to buy is greatly reduced.

For example, expand business lines.

In 2014,

Vip.com has also made a layout in Hai Tao when a hot cross-border electricity supplier emerged.

In September of the same year, the cross-border business channel, "overseas selection", was launched.

However, this did not bring huge economic benefits to them. Instead, as at 2015Q3, "overseas selection" accounted for only 5% of the total sales (GMV) of the company.

Why?

The most important thing is that vip.com's advantage is not obvious at the time when the cross-border electricity supplier is blowout.

In terms of its category, vip.com claims to have branches in 9 countries and regions around the world, and has set up a buyer team of more than 1000 people to realize the selection of overseas brands of 1000+.

But Amazon has 4 million of SKU in China, and SKU has exceeded 400 thousand in last year's "black five".

In addition, Amazon China can rely on Amazon's international logistics and foreign terminals, and has several years' experience in the field of Hai Tao's deep tillage and meticulous operation. The main reason is that the baby is the mother and baby, and now it occupies a remarkable proportion in the Chinese maternal and child business, while vip.com's label is not obvious.

In terms of mode, the sale of Hai Tao is also an embarrassing road. There will not be much discount for good overseas products.

Nowadays, more and more new strange patterns have been developed.

For example, ocean wharf, community

Electricity supplier Xiao Hong book, the NetEase exhibits with its media attributes, beautiful HIGO and so on. On the one hand, they satisfy the consumers' novelty psychology, on the one hand, they can make consumers easy to shop.

Of course, it does not mean that the sale mode is not attractive, the demand is definitely there, but it can no longer be a monster.

Clothing is originally a non-standard product, but now it is sold in a special sale mode, that is, selling the non-standard products as a standard product, and doomed their fate.

Where is the way ahead?

Although, in order to stop the pain of "choking neck", vip.com started the layout very early, but who has "choked her neck"? Vip.com obviously has no deep understanding.

Rather than catering to the trend of business expansion, we should carefully study consumer demand and customer first.

In terms of business, we can expand Jingdong but not blindly.

The whole category expansion is to maximize the value of traffic, but be cautious. Just like the on-line travel of goods only, from clothing sale to on-line travel, this is a very clear business expansion, but without full assurance and accurate plan, it is prudent to expand blindly.

But for vip.com, the choice is very difficult.

The sale mode has been done by others. If you do not expand the category, you will be eaten up. But expanding the category and falling into another homogenization; doing social networking, the mode does not support; doing an open platform will lose the price advantage; if you run vip.com, what do you do?

This year, the "demon" is not easy, and it must be upgraded.

From the selected products, we should develop the products of minority personality as far as possible.

On the one hand, consumers have bid farewell to the era of blind consumption driven by advertisements, and the consumption concept tends to be rational.

After being restricted to time limited sales and buying a bunch of useless things and getting rid of the exploding money of the electronic business platform, the consumers' psychology has been identified and differentiated. They hope that the products they buy are useful and necessary.

Two, the consumption of smaller groups is becoming more and more obvious.

Because of the escalation of consumption and the drive of outbound travel and rational consumption, consumers have formed a deep understanding of what they need.

They no longer need the platform to push a big wave of bursting money, but rather want to buy some personalized products, especially under the current consumption upgrade. "De branding" has been recognized by a considerable number of consumers. Compared with brands, they are more concerned about whether this product is more expensive than the brand, is it more suitable for their style, is it not easy to crash shirts, is it better able to reflect their taste?

On the other hand, we must say goodbye to the cold from the pattern.

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This is what consumers do online shopping: browse the merchandise, look at the size, click the order and wait for the goods to be collected.

In this process, a good e-commerce platform provides customer service, and can also receive some advice from consumers. But the sale mode is not. It gives consumers the impression that it is more like a cold shelf.

Consumers no longer like this kind of desolate shopping. They prefer to live like shopping in the physical store. On the one hand, they can browse the shopping guide by browsing the shops, on the other hand, they can perceive the dynamic of the consumers around them, who consults which products and who match them, and who pays the money at the cashier.

This scene is fresh and can make consumers feel happy shopping.