Where Is The Future Of The Vertical Electricity Supplier In The Coming Of New Retail?

According to the world clothing shoes and hats net,

,

,

Our achievements will be refreshed once again.

How much more opportunities are left for vertical electricity providers?

Those jumping figures are doomed to be a sleepless night. On the Tmall data display, only 3 minutes, sales broke 10 billion. In 2016, it took 7 minutes to reach the figure and 12 minutes in 2015.

In 2016, the total sales volume of Tmall's double eleven was 120 billion 700 million yuan, and the double Eleven 9 a.m. broke 100 billion.

Jingdong's sales promotion results, launched in November 1st, also exceeded 100 billion at 7:46 this morning.

Compared with the online Carnival of integrated e-commerce, vertical business operators are somewhat "low-key", and only a few have announced their sales results. For example, vip.com announced that its 6 hour order number exceeded 4 million.

It is low-key or silent. Recently, the voice of vertical electricity providers has been declining. The layout of comprehensive sales of electronic commerce giants has made consumers obsessed with one-stop shopping. Expensive sales and traffic costs have become problems faced by many vertical providers.

The arrival of the new retail market once again raised the market, where is the future of the vertical electricity supplier?

Double eleven, what is the vertical electricity supplier doing?

Double eleven has become a battle for market competition. In the face of the feast of consumption, the vertical electricity supplier will not miss the opportunity of promotion. Although the situation is different, different customers are facing different customers, and all have taken their own way to win their own value.

Active participation:

This year's double eleven, vip.com took 100 million yuan Hongbao hall free bonus collection activities, shopping for the highest 199 minus 100, but also free trial SK-II, Ecovacs sweeping robot and so on worth nearly million of the big good goods do not need to be returned.

At the beginning of the zero hour, vip.com opened the whole point of the lottery activity and drew the lottery every hour. "Only flower" was prepared to make a huge subsidy of 1 billion 100 million yuan to help users ease the amount of money, and during the "11.11" promotion period, the whole shop used the "only flower" payment to enjoy the interest free interest.

Mogujie.com has issued a value 1 billion platform coupons, a value of 100 million of the platform to pay red packets to consumers, large scale full ticket, and even invited Hawick Lau, Deng Lun and other actors to help.

Calm coping style:

Cross border import electric business, the founder of PMO, Xu Sheng pointed out that the company did not make great efforts to fight double 11. For cross-border electricity providers, the fight against double 11 is not a wise choice.

The reporter learned from brewmaster net that this year's double eleven, brewmaster network's flagship "health double eleven" is only doing regular social marketing activities, most of which are direct concessions to consumers, such as holding hoarding wine festivals.

In addition, brewmaster network has been deployed in Tmall, Jingdong and other platforms to improve sales through the trend of universal carnival.

Jumei.com double eleven is just launching full scale activities.

Insist on ego type:

The double eleven promotions of the vertical mother and baby electric provider Beibei net began in November 1st, for thirteen whole days.

The strategy is direct discount plus multiple combinations of games.

Full 200 return 300 general cash coupon.

In addition, Beibei network launches super product day every day - super milk day, super tide boy day, super mother and baby day, super spicy mother day, super sea day.

The daily promotion of the main members of the main promotion, to encourage the opening of cards, low price lottery is a regular sales promotion method, active users, in November 1st, fresh electricity supplier every day announced the comprehensive pformation of the membership system, launched the exclusive membership products.

Although the sample is not complete, but a comprehensive view, compared to the previous year's double eleven impulse, ranking, etc., the vertical electricity supplier action has been reduced, most of them hope to achieve sales growth through reasonable promotion measures.

The dilemma of vertical electricity providers

It can be said that, along with the Internet dividend, vertical electric providers have had a fantastic start. However, with the disappearance of dividend, the change of shopping mode, the cross border looting of electric giant, the beautiful vertical electric providers have a sense of sadness. Since 2012, vertical electricity providers have not been optimistic.

In September of this year, the vertical shopping network of luxury goods was listed in the US, but it was broken on the day of listing.

In 2014, it was listed on the market and the cosmetics sales of the scenery were endless. The valuation of jumei.com, the electricity supplier, is only 1/10 of the peak period. Vip.com is known as the 18 consecutive quarterly profit, but the impact has been constant.

The vertical electricity supplier market has been squeezed, the electricity supplier has to solve the problem of purchasing efficiency, from this point of view, consumers' pursuit of "one-stop shopping" is irresistible.

Under this demand, Tmall and Jingdong have attracted more brands and services through the platform effect of continuous integration. The powerful platform strength introduced various incentive measures to make it difficult for an ordinary consumer to resist. The electronic commerce platform has developed the commodity class to the extreme, and consumers have become accustomed to this comprehensive and convenient integrated e-commerce platform.

At present, an indisputable fact is that the overall traffic of the Internet is becoming more and more expensive, and the cost of acquiring new users is also very high. The way to acquire traffic needs not only its own brand effect, but also the flow of other channels such as search engines, portals and other channels, which is more important for vertical electric providers.

According to statistics, Jingdong's marketing expenses accounted for about 2% of the total revenue, while the vast majority of vertical electricity providers were above 10%. Even when they were crazy, they could even reach 30%-50%.

From this point of view, jumei.com's investment in producing TV dramas and sharing charging treasure is also helpless.

Traffic is becoming more and more expensive to super APP, and acquiring traffic through cheaper cost is a business logic.

Chen Ou said in micro-blog.

It should be said that vertical electric providers are closer to the target customers and are more likely to provide quality services. In fact, from the perspective of logistics services, the defects of the logistics system, or the optimization of the integrated e-commerce logistics system, have made the vertical electric providers' service advantages discounted.

{page_break}

Singing and declining

The voice of the vertical electricity supplier is always heard, but the powerful comprehensive electricity suppliers have not fully occupied the market. Before the new consumption relationship comes into being, the replacement of the market will not be so simple, just like the electricity supplier still can not replace the entity retailer.

Honey bud founder and CEO Liu Nan once said, "the new way out for vertical electricity suppliers is value chain is king" though not comprehensive, but also tells the essence of vertical electric business. Vertical electric providers pay more attention to the more specialized operation, and generate more emotional interaction with consumers through differentiated goods or services, resulting in the user loyalty and stickiness that the platform can not reproduce.

From this point of view, looking for the way out for vertical electricity providers should start with the essence. Once there was a view that vertical electricity suppliers should be divided into two levels. First, the vertical of commodity categories, and the integration of upstream and downstream resources of the industry chain, so as to provide consumers with more value-added products and services, make the standard products to make their own characteristics, and make the non-standard products brand.

The second is the vertical of the target population. This kind of vertical electricity providers can expand the category by mining the core needs of specific groups to meet the comprehensive shopping needs of such people.

In addition to the "value link theory", Zhang Lianglun, founder of Beibei network, thinks that "retail is the last word in two words: efficiency and two" experience.

We need to find a balance between efficiency and experience, and keep innovating. "

Lei Jun, founder of millet, also believes that the essence of new retail is to improve business efficiency.

The comprehensive electricity supplier can cover the general demand of the people, and the vertical electricity supplier should make the efficiency of the supply chain deeper and more professional. From the point of view of logistics, product flow and cash flow, a perfect supply chain system can be established to improve efficiency. As an example, vip.com takes the layout of self operated goods, self storage and self logistics, and from the source of goods to the last mile to deliver a complete closed-loop product.

Realize the differentiation with the comprehensive electricity supplier.

According to the results, vip.com has five logistics warehouses.

This is also the core strength of vip.com.

Compared with the comprehensive electricity supplier, the fact is that users pay more attention to the experience of vertical electricity providers, and how to form a unique consumer experience is also the soft power of the electricity supplier. In August 2016, vip.com launched the "original video + Guide Shopping live" column, which is different from the UGC content of general network red live. Its original video PGC content is more professional, and the innovation of shopping guide + live mode has attracted the attention of consumers.

After adjusting and returning to the social networking business, mogujie.com has relied on the rise of the net red economy and launched a series of services, such as live broadcasting, which also made the platform more socialized.

Every day, we also have a clear and comprehensive pformation of membership system. We will introduce exclusive products and exclusive customer service.

It is understood that in order to fully pform membership system, the daily good and fresh has carried out several rounds of closed loop tests in the local area.

Xu Zheng, the founder and CEO of everyday excellence, said that 60% of the daily fresh and fresh revenue came from existing members. Therefore, the full implementation of membership is a natural upgrade.

Online shopping users show personalized, customized, quality and other diverse needs. To see and meet each consumer's unique consumer demand behind is actually a competitive power of big data in e-commerce platform.

From this point of view, data is particularly important for vertical electricity providers. Vip.com has put forward the strategy of data empowerment. Based on its own big data strength, combined with strong cooperation with many partners, vip.com's deep learning of artificial intelligence in big data has gradually realized "1000 faces, thousands of faces" and "thousand faces and thousands of faces". It really understands and meets users' needs and brings every user unique experience.

Mogujie.com also released a popular report on autumn and winter 2017. This report is not entirely provided by fashion industry practitioners, but is provided by AI through research and analysis of massive fashion data.

At the same time, mogujie.com has set up a collocation Institute, and the AI is used as a support, more efficient matching trends, and helping consumers to match their clothing.

Insiders said that, back to the vertical e-commerce platform itself, the user group had overlapped with the comprehensive electricity supplier, and the purchase rate and the repeat purchase rate could not match the big platform. The scale and speed were no longer the focus of competition. Facing the new retail situation, how to get through online and offline, get better quality traffic and merge deeply with the industry, it is worth thinking vertically.

More interesting reports, please pay attention to the world clothing shoes and hats net.