In The Second Half Of The Electricity Supplier, How To Tap The Gold Dollar?

With the slowdown of economic growth, the incremental market of commodities has begun to peaked.

The major electricity suppliers have begun to face a situation from the incremental market to the stock market.

At the same time, due to the crazy sales growth of China's mainstream e-commerce platform over the past ten years, and the holiday shopping carnival, people's rational consumption and environmental awareness are also gradually awakening, making the second-hand inventory scale expand rapidly.

Statistics show that China's stock of tradable secondhand goods has reached at least ten trillion level.

Now, with the help of capital and market demand, the second-hand trading platform represented by leisure fish and pfer is rising, and second-hand consumption has gradually begun to mature.

Second hand electricity supplier market: double high star under Boston matrix

In China, second-hand idle goods are a huge incremental market, a new blue ocean in the field of electronic commerce.

There are two reasons for such a huge incremental market. On the one hand, the secondhand business is based on online shopping. According to statistics, the scale of e-commerce pactions in China has reached 28 trillion and 400 billion in 2018, accounting for about 15% of the total retail consumption of the society, with an annual growth rate of 30%.

By the end of 2017, the scale of idle goods pactions in China has reached 500 billion yuan, and is growing at 30% annually. It is expected to reach one trillion yuan by 2020.

It can be said that the rapid growth of online shopping in the past ten years has resulted in huge inventory.

On the other hand, for some electric business enterprises, with the slowdown of economic growth, the approximate rate of incremental market has reached the top.

For those head suppliers, the competition in the stock market around the circulation of second-hand goods and the core of sales recovery business can be said to be instantaneous.

For consumers, with the acceleration of commodity upgrading, consumption upgrading and other factors, people are more and more not satisfied with the use of the stock market. Frequency of consumption, especially for the upgrading of digital products, is very strong.

For example, most of the used handsets sold on salted fish are only used for about a year.

Therefore, we can think that the shorter product life cycle and the increasing number of idle items make people demand more and more online second-hand pactions.

Boston matrix shows that through the interaction of the two factors of demand growth rate and market growth rate, there will be four different types of product types, forming different prospects for product development.

The four types of products are stars, thin dogs, problems, and cash cows.

Based on this model, we can find out that although the current second-hand commodity trading market is still not good at profit from the above mentioned data, because of the surprising market growth rate and demand growth, it will develop towards the "double high" star product group in the future and eventually form a golden bull.

Heresy in the electricity business

In the past period of time, the second-hand electricity supplier has always been a substitution or even dependence relationship with the one hand electronic business. However, with the gradual disappearance of the incremental dividend, this logic has begun to change. In my view, the second-hand electricity market has begun to be independent, and even the growth opportunities of the secondary market will be greater than that of the first hand electricity supplier.

But at the same time, we should note that although the second-hand electricity market is also an electricity supplier, but he has a completely different operation logic from the electricity supplier.

A small number of sellers can meet the needs of the vast majority of consumers, but in the secondary electricity supplier market, it is a huge bilateral paction. There must be enough sellers to attract users to stop, and the uncertainty of inventory limits the balance between supply and demand.

Therefore, in such a special relationship between supply and demand, it is almost impossible for the platform to go along with the standardized management of the electricity supplier, and all processes are standardized. This determines that the second-hand electricity supplier will face greater challenges in management.

Secondly, the driving logic of consumers buying second-hand goods has changed.

In the past period of time, the second-hand electricity supplier has always been a substitution or even dependence relationship with the one hand electronic business. However, with the gradual disappearance of the incremental dividend, this logic has begun to change. In my view, the second-hand electricity market has begun to become independent, and more accurately, it has become a complementary and extended relationship with the one hand electric business.

In the past when online shopping was not so crazy, or the demand for digital products was not so strong, most people bought second-hand idle goods because the biggest reason was that they could not afford to buy a single product, so they turned to second-hand goods to enjoy the aura of premium prices.

But today's market is no longer the case.

A previous survey by Ali showed that the top three reasons for the pfer of idle are: cash (49%), low carbon and environmental protection (46%), and those who sell the same interests (41%).

Therefore, socializing and realisation is a very important point in the second-hand commodity trading market.

Last but not least, second-hand goods are hard to standardize.

For now, the second-hand goods market is still mixed up, lacking a systematic and effective industry standard.

For example, how to define an item is almost new. In the face of so rich a second-hand commodity trading market, this alone is enough to make many second-hand trading platforms difficult to deal with, let alone more complex second-hand goods quality problems, how to pursue responsibility, and establish an effective credit system and other more complex problems.

In the current vertical e-commerce platform, there is almost no solution to such a problem, and this also makes many people eager to buy second-hand goods can only be deterred.

A friend of mine once bought a second-hand mobile phone on a second-hand trading platform of a head. However, a few days later, the cell phone slipped and fell from the pocket carelessly. After checking and repairing, it found many hidden quality problems, and the operation became carton, and then found the platform customer service, but it could not prove the problem was exactly who caused it. Therefore, the mobile phone can not be used, nor can it go back to the money, it can only be eaten dumb.

Therefore, under the commercial mode of C2C and non-standard second-hand goods, there is almost no solution to this problem.

From the commercial mode to see the current second-hand electricity supplier economy

In the current second-hand electricity supplier market, there are currently two main business models.

One is the C2C platform represented by idle fish.

The other is the C2B2C mode of the second-hand platform's direct involvement in the paction process.

In the C2C mode, it is almost impossible to establish a complete quality assurance system and after-sales service system like an electronic business platform. It is almost impossible to change business thinking and guide people with the same interests into a circle. This will not only enhance user participation, but also enhance the sense of trust and increase the success rate of pactions.

"Fish pond" is a product of leisure fish community construction. It can be divided into fish ponds according to geographical location, and can also set up interest fish ponds according to their interests, so as to facilitate pactions and exchanges between people in the same area and the same interests, and enhance the retention rate of users on leisure fish APP.

Generally speaking, this is a kind of online and offline social networking mode.

According to official data, by the end of 2017, the leisure fish already had more than 16 million active sellers, and the users had created over 450 thousand fish ponds, and the user interaction rate reached 41%.

In 2018, the leisure fish program opened real communities in 100 cities. Chen Weiye said Ali would integrate ecological resources to provide 1 billion yuan resources for leisure fish, and support the fish pond owners to share their creativity and interests.

There is a slightly different way to play with the C2C mode, which is a secondhand electricity supplier, such as rotation, love recovery, etc., which represents vertical C2B2C.

Under this mode, the platform shows the value of the platform by providing quality inspection and valuation services, and then sells the old machine to the C terminal after data cleaning and other links.

Take the third party recycling platform as an example, its platform has signed strategic cooperation with many mobile phone manufacturers, and has evaluated and reclaimed the major brands of mobile phones as an independent third party.

Compared with the C2C pactions between users, such platforms are more efficient in self recovery.

The problem with this method is that different categories of commodities correspond to different methods of quality inspection and valuation, and the service processes involved are different.

So the current C2B2C mode in commodity category is mainly for mobile phones, cars and other standardized products, but for more non-standard products category is powerless, so this kind of mode, the expansion of product category has become a big problem.

In the second half of the mobile Internet, with the disappearance of the traffic dividend, in a sense, the third party recycling platform under the C2B2C mode is also a high precision traffic push device for the electronic business platform.

Just as used car recycling and new car purchases, like the strong connection between second-hand housing pactions and new home buyers, platform recycling can trigger the next purchase behavior directly.

In today's extremely precious flow, such a precise flow rate after recovery directly directed marketing conversion rate is higher than the traditional discount sent.

Under the shadow of giants, starting from the minds of users or starting point for breaking points

Some people say that the current second-hand electricity market has become the battleground of Ali Tencent. For this view, the Internet Group (ID:VIPIT1) does not agree.

Although the comprehensive electronic business platform such as leisure fish and pfer is already very mature, the vertical type of electricity supplier represented by Plum, pollen, two goods and so on is also a little bit slow.

Climb.

As mentioned earlier, the operation of second-hand electric business has a completely different logic from that of a single supplier. Moreover, the second-hand electric business really starts to be famous. That is just a very long time ago. As long as we manage with our hearts, the second-hand electricity supplier market is still promising.

Education market

Although the secondary electricity supplier market has developed for some time, many people do not understand that second-hand goods pactions can be very relaxed and convenient.

According to a survey, 90% of Taobao users have idle items, but most of them do not sell because of the trouble of the process. They feel that the turnover rate is too low and the effort is not good.

Therefore, only 8% of Taobao users will take the initiative to sell their idle items on idle fish.

So although the stock market of idle goods is huge, the enthusiasm of users to sell second-hand idle is obviously not enough.

So the next important point is to have more users build a mental model.

A mental model is a knowledge that exists in the user's mind about the concept and behavior of a product.

Such knowledge may originate from the user's experience of using similar products before, or the expectation of users on the concept and behavior of the product according to the goal to be achieved.

In other words, it is a very simple and easy thing to set up a benchmark for users to understand that selling idle items on the platform.

The establishment of this mental model will not only exclude roadblocks for the company ahead, but also provide a good environment for the survival and development of the whole industry.

It can be said that when the second-hand trade is far less intense than that of a single operator, who can let users know that selling goods here is very easy and convenient, and who can gather to the large number of second-hand goods, so that users can sell goods on the platform more and more easily, and constantly form a positive feedback.

Vertical operation

The new ones may wish to avoid the overheated competition of the comprehensive second-hand electricity supplier, looking for a vertical type of secondary electricity supplier with larger space category.

At present, the comprehensive electricity supplier of second hand category seems to have a higher threshold. In particular, the inbound users must have greater advantages in user traffic, credit reporting system, paction guarantee, logistics and other supporting facilities.

So for large comprehensive second-hand electricity supplier, has now become Ali and Tencent world.

Therefore, under this circumstance, it is obvious that the need to cover more categories of comprehensive secondary electronic business is bigger and stronger. However, there is still a great opportunity for meticulous operation of the second-hand vertical business.

This is indeed the case. According to the financing situation of second-hand pactions in 2018, second-hand luxury goods, second-hand clothing and second-hand mother to child pactions have become the new focus of second-hand electricity providers in the capital market last year.

Fine operation to improve conversion rate

In the field of electricity business, a very low level logic is that the improvement of traffic acquisition and paction conversion rate is the key to the survival of the electricity supplier.

In vertical e-commerce platform, because its own traffic is not high relative to the comprehensive type of electricity supplier, so the key to win the second-hand vertical electric business is its value as the fine operation value provided by the B terminal.

For example, in the secondary vertical electricity supplier dominated by the C2B2C mode, it is possible to provide one-stop service to users from recycling, valuation, leasing, community interaction and even on-site maintenance, to help users save their second-hand sales of tedious things, which is the barrier of second-hand vertical electricity providers.

In general, as a product of the post electricity supplier era, as people's consumption concept tends to be rational and simple, second-hand goods are no longer a derogatory term, and even become a culture. Even though there are such problems at present, the ID:VIPIT1 team continues to value the development trend of second-hand electric business.