1, and the profit space is highly operational.
No one will do anything without profit, but goods with low profit and too transparent price are not suitable for e-commerce model. For example, products with strong comparability, such as daily consumer goods, are easy to find in the market and are not suitable for e-commerce. However, the segmented products of some industries and commodities that are rare in the traditional market are very suitable for the e-commerce model because of their opaque prices and large profit operation space. Crafts, clothing, adult health care products and other commodities,
For example, the common online clothing B2C models, such as the early offline PPG and today's Vanke Eslite, all adopt the buyer model by themselves and purchase goods from factories at low prices, so there is a large profit margin and it is easy to grasp in market operation and promotion.
Recently, I visited the B2C website of COFCO, and I bought the website. I opened the home page to check the product categories, and all I saw were cooking oil, rice and even noodles. I can't help but suspect that such a commodity market has low retail price, limited profit space and complicated distribution, and I don't know how to operate and how to distribute it. I wonder how much cheaper it will be to buy goods online+delivery costs than to go directly to the supermarket at home after seeing that the main distribution methods are the joint efforts of Tiancheng Datong and Hong Fei logistics companies.
At present, all kinds of supermarkets in Beijing are blooming everywhere, making it convenient for residents to shop at moderate prices. I don't know how to compete with these traditional supermarket industries. Therefore, the author believes that at least now these goods are not very suitable for B2C mode, even for large enterprises like COFCO. In addition, I still have the problem of positioning when I buy the net. Think about it from another angle. It will be more practical to position Womai. com as a group buying website for Beijing people's livelihood goods, mainly focusing on the centralized procurement of unit welfare, holiday gifts and unit life. The distribution cost is reduced and the distribution efficiency is improved.
2. Have attributes suitable for distribution.
The above are some product attributes suitable for B2C mode. If it is a national market, the excessive commodity distribution cost will be high, and there will be more damage in the distribution process. Therefore, fragile and oversized items are not suitable for B2C mode. Of course, there are exceptions to the rules, and JD.COM Shopping Center is an exception. But JD.COM Mall is built on a strong distribution layout. At present, JD.COM Mall has established its own logistics distribution system in major cities in China. More remote places need the support of logistics companies, so choosing the distribution attributes of goods has a far-reaching impact on the long-term development of the mall itself. You know, it is those remote small cities and villages that have witnessed the rapid increase of netizens in China. Choosing fragile and oversized items to develop B2C e-commerce can only limit its own market. Ke Fanren and Yishengkang healthy people are much more chic, because they can quickly transport a small package to the most remote villages in Hainan, Xinjiang, Yunnan and Guizhou as long as they pass the expressway.
Therefore, we believe that the selection of goods suitable for long-distance transportation, small size and not easy to be damaged to carry out e-commerce has good innate genes, which is conducive to reducing operating costs and improving work efficiency.
3. Comparability of goods, brands and non-brands
The driving force believes that road goods, common brand goods and people's daily consumer goods are not suitable for e-commerce because there are similar comparative goods everywhere.
Generally speaking, goods with no price comparison, no inquiry and unusual market are more suitable for e-commerce. In addition, the brand image is good, and things without brands are also suitable.
For example, if winter comes, you need to buy a down jacket. If we buy branded goods online, the price will have obvious advantages; In addition, if there is no brand, the price is incomparable. As long as the price is fair and the quality is good, it is also suitable for e-commerce. I once bought a suit of Youngor on Taobao, which was hundreds cheaper than the market. This is really a huge temptation.
4, the user experience is simple, the product is intuitive, and it is easy to judge the quality.
The natural quality of branded goods is more reassuring. However, there are still some blind spots in online ordering. For example, there will be color deviation, size can not be experienced, can not touch, can not try. These factors also limit the development of e-commerce work.
Natural defects of e-commerce ordering
The traditional market buying experience mainly depends on touching, seeing, smelling, trying and wearing, while e-commerce in virtual space makes the traditional buying experience and judgment methods useless. This spatial isolation makes consumers have natural blind spots and misunderstandings when judging goods. Many people will complain when they receive products from logistics: what they see on the Internet is not like this. Why is the material so poor? The color doesn't seem to be what I want. It doesn't fit, so small, and the bought mobile phone looks like a plastic toy.
These purchase evaluations directly affect the second purchase rate of e-commerce companies, and dissatisfied customers may never go there to buy anything again, and even feel cheated. More importantly, this kind of bad review will affect more people's purchase judgment. There is a saying in communication. Good evaluation can only affect 10 people, and poor evaluation will affect 100 people, or even more. Bad judgment and controversy are more dynamic. The gradual improvement of the secondary purchase rate is an important task for e-commerce enterprises.
Improving user experience is the key work of e-commerce.
Therefore, many e-commerce companies have made innovations for these weaknesses of the network experience. For example, clothing products can develop the function of fitting mirror. After choosing your height, weight, temperament and fatness, you will get a try-on effect. Magnifier function can better show the details of products to consumers; In order to avoid high rejection rate and dissatisfaction rate, some enterprises even provide a suggested product for customers to choose on the spot, while others provide customers with free trial service. Some qualified e-commerce companies have also launched online shop landing and self-service in key cities, which are some ways to improve satisfaction rate and user experience.
Therefore, when choosing e-commerce products, we should try to avoid these factors. If it cannot be avoided, it is necessary to improve the quality of service and develop a good user experience model to make up for it. Therefore, Ma Yun said that improving the user experience is one of the most important tasks of e-commerce. As an e-commerce company, it is also the most important job. Without a good experience, there will be no good market.
The above four points are the reminders and suggestions of the driving force marketing consultant to the enterprises that intend to carry out and are carrying out e-commerce. In addition to these innate attributes and acquired work, the biggest rule of our success is to put 99% of our work on improving user satisfaction and word of mouth. About the author: Zhang Xiangyang, head of Beijing Drives Internet Marketing Consulting Agency, head of China Wind Power Grid, and a leading Internet marketing expert in China.