In 2010, in the national “Twelfth Five-Year Plan”, e-commerce was listed as an important part of the national strategic emerging industry. However, the policy of giving power did not bring a lot of benefits, and the logistics fees, promotion fees, and human resources fees of the e-commerce industry rose and then rose.
Of course, if you want to go up, you have to do e-commerce, and you have to pay for e-commerce. For the e-commerce vertical brand, the price increase and loss of money have nothing to do with me. As long as the target is positioned in the market, the e-commerce business card is “independent platform construction”, and the service, products and quality keep up, don’t fight big, don’t be strong, do well Choose your job.
Summary analysis of the five major platform models of e-commerce
The first category: comprehensive, or shopping street type, such as Taobao, pat.
This type of platform is similar to a pedestrian street. It is characterized by low prices and enthusiasm for gathering. It is popular, but the shops, brands, and stalls are mixed, and the price war is serious, which is not conducive to the long-term development of brand owners. However, for merchants, such a highly popular platform can naturally gain high popularity, but it faces high promotion, labor costs, and low sales prices, and is also subject to the risk of counterfeit goods.
Such a platform is more suitable for supply and sales of e-commerce vertical brands, and the self-operated cost is too high.
The second category is the Shangchao shop-in-shop, such as Jingdong, No. 1 shop, Dangdang and other shop-in-shop models.
This kind of platform is similar to the supermarket super-counter. Its characteristics are that the platform is mainly operated by the company and supplemented by the merchants. For the merchants, the platform can increase the sales channels, but the cost of entering the station is high, and the store is not platform. Core business, sales are difficult to break through.
This kind of platform is a chicken rib for the e-commerce vertical brand, and the store in the store can not be consistent with the Jingdong, No. 1 shop, Dangdang logistics, and affect the user shopping experience.
The third category is the vertical B2C type, such as Le Tao, Haole Buy and so on.
This type of platform is similar to a professional mall like buying shoes, buying silk scarves (printing scarves are very good), selling wine, selling professional women's clothing, etc. Its characteristics are that the platform operates independently, and its products are rich and professional. The purpose of consumers to go shopping is clear, the conversion rate is high, and the suppliers are physically and mentally labor-saving. However, suppliers may face constraints such as poor controllability, low gross profit, and lack of initiative.
However, for e-commerce companies that are professionally branded, such platforms are the preferred supplier.
The fourth category is the brand vertical B2C type, such as Vanke, Masomaso.
This type of brand is an offline specialty store. The platform is characterized by brand self-management, high loyalty and high repeat purchase rate. However, the product line is single, the brand has high vitality requirements, the marketing promotion cost is high, and the conversion rate is not necessarily high. Such platforms have a serious imbalance in the flow demand and input-output ratio.
For e-commerce vertical brands, such malls will not give you the opportunity to supply, but you can try to reach an alliance with similar platforms to share customer resources, but your brand value is very close.
The fifth category is the supply of commercial super-type, such as Dangdang, Jingdong, and excellence.
This type of is the offline commercial complex. The brand is characterized by the fact that you can supply it, and the goods supplied to the warehouse of the other party, in addition to the cost of goods deduction, the basic logistics distribution costs, a small deposit can be settled.
For the point-of-business vertical brand, in view of the current Dangdang, excellence, and Jingdong “being”, consumers are highly concerned and not a good model.
About vertical brands
Since it is a brand, the author believes that buying and selling is secondary. The first thing to do and focus on is the quality of the products, the service, the cost performance of the products, and the brand is not formed in one day.
Although the brand is sold, but more important is the word of mouth. With a third-party platform to make a brand, the most important thing is to ensure the user experience of each single order, and continue to continuously carry out the e-commerce brand around the customer, but it is necessary to have courage and patience with Taobao's past buyer system.
Conclusion
E-commerce must be the mainstream in the future, and e-commerce brands will become mainstream brands just like offline brands. Because the e-commerce brand itself is the carrier, the advocate of popular elements, and the disseminator of ideas.
If you decide to do it, the myth of a rich night has disappeared. At dawn in the early hours of the night, are you ready to face such loneliness?