Is there any methodology for e-commerce live delivery? What information is not available online? It is best to sum up actual combat experience from personal experience?

On March 20th, the third lesson of "Enterprise Development Series in Post-epidemic Era", the fourth season public service live broadcast of the APP of Dark Horse University, was launched. We invited Wang Yishen, the general manager of Jinghong E-commerce and a student of Li Lab, and asked him to share "How to efficiently bring goods to the whole network and how to upgrade the online business of e-commerce enterprises".

The following is a selection shared by entrepreneurs &; I am dark horse finishing.

Share with Wang Yishen

Tidy up

Since 20 14, our company has been in the field of e-commerce. In short, what we do can be summed up in two words, "bringing goods".

One is to bring the goods directly. Everyone gives us the products and we sell them through our own channels. At present, there are more than 800 WeChat groups directly operated, and there are also small program malls. The other is indirect delivery. For example, some brands have their own stores in Tmall, JD.COM and Pinduoduo, and we provide training and operation services.

After six years of e-commerce, I already have my own profit model and some gameplay. Let's share it here today

0 1

Six stages of the evolution of e-commerce competition

In 2020, all kinds of traditional sellers are transforming into e-commerce, so what should they do to adapt to the current market?

First, understand the development stage of your market. In fact, the development of e-commerce has gone through six stages: supply war, price war, operation war, brand war, mode war and capital war.

The first stage of e-commerce development is supply war. In 2003, SARS gave birth to Taobao and JD.COM. When the e-commerce platform first emerged, there were many people on the demand side and few people on the supply side. Therefore, the first thing most e-commerce platforms do is to expand categories, and move some products that are sold little or no one online to attract users to their own platforms.

All categories need to fight the supply war before they start to explore the e-commerce market. At this time, it corresponds to a blank market or an early market. The early market is easier to make money. For example, in the field of disinfection, which is relatively hot recently, many kinds of supplies have been born, such as disinfection wipes, clothes sterilizers, underwear sterilizers and so on. , are all early markets.

When a category market goes through the early stage, you will find that the supply basically exceeds the demand. At this time, it is more difficult to make a profit, and then it will develop into a price war. For example, if you go to any domestic platform to search for paper towels, you will find that there are more than 500 brands competing, which means that there may be millions of SKUs fighting price wars.

When there is a price war, it is useless to continue to reduce prices, and we must enter the third stage, that is, brand war. Because only by establishing a brand can consumers know how to choose.

Competition is a long process. Before the brand is established, if you are selling on the stock platform, it is not enough to play with the brand, because you may play for three or four years, but you can't wait forever. At this time, it involves the competition of combat and refined operations. Operation and brand should be done together, and these two stages are not sequential.

The fifth stage is the mode war, and the main battlefield of e-commerce is here. 20 19 You will find many online brands. In fact, they have stopped making money on the platform because the traffic cost of the platform is too high. The original cost of acquiring a customer may be 50 cents, but now it may be 3 yuan. Then the head brand will occupy the core traffic, and it is more expensive to grab traffic with the head brand. In this case, you will enter the war mode.

Last year, many of our e-commerce customers did something, washing out the old customers from JD.COM and Taobao, saving them in WeChat, and making their own small program mall. This is a model war, because front-end stores don't expect it to make a profit, so they use it to get customers, potential customers and do private domain traffic. This is a mode upgrade.

The final stage is the capital war, the competition is further upgraded, and the capital is used to fight.

You have to distinguish which stage of the e-commerce market where this category is located. In any category, the effect of making money is decreasing step by step with the escalation of the battle. The earlier, the easier it is to make a profit. It will be difficult to make a profit during the capital war, and everyone is shopping.

If you are weak, you need to find a "pig opponent"; If you are strong and already in the stage of brand war, then find "God Teammates" to help you improve your operation, brand, model and capital strength.

02

Consumption stratification of e-commerce and its countermeasures

After understanding the e-commerce market stage where your category is located, the second step is to choose your own online entry point.

In 20 19, China's GDP reached 99 trillion, and its per capita GDP exceeded 1 10,000 dollars, which is a very exciting figure. We will find that the current consumption structure is changing from tangible products to intangible products, from focusing on quantity satisfaction to qualitative breakthrough.

Generally speaking, the current online consumption can be divided into three categories:

The first category is high-priced and high-quality goods, and such customers account for a relatively high proportion in JD.COM. The second category is goods with high quality and low price. This is the mainstream pursuit of middle-class consumption, and Xiaomi is taking this route, including Netease YEATION, which is the main consumer of traditional e-commerce platforms. The third category is low-priced and low-quality goods. This part of the business was originally in Taobao, and later it was transferred to idle fish, and part of the business was in Pinduoduo. However, now all major platforms are cracking down, and the five major platforms jointly carry out a blacklist system to resist bad businesses, and the opportunities for such goods are gradually decreasing.

According to the market characteristics of different stages of e-commerce development and the current trend of consumption classification, I will give you three suggestions:

First, for standard products and products without social attributes, we should pursue low price and high quality. Such as housing, education and medical care, intangible service products in these fields are increasing day by day, reducing the consumption of physical products. For factory-based and supply-chain sellers, it is necessary to take advantage of cost to make good products at low prices and tap the blue ocean.

Second, for maternal and child products, women's products and products with social attributes, we should pursue high quality and good price. For online sellers with funds and teams, they should become agents of leading brands in these fields. Or build your own brand to occupy users' minds, aim at subdivided scenes to fight, and concentrate on point-to-point breakthroughs.

Third, for low-priced and low-quality businesses, this year may be the last chance, because the platform is jointly rectified. You can also find the early market and market segments of the e-commerce platform, and find market segments where big brands don't do it and the gross profit margin is relatively high.

To sum up, there are three dimensions for traditional sellers to go online in 2020: in the first dimension, you should analyze which of the six stages your category is in; The second dimension is consumption upgrading and consumption stratification, depending on which level of customers you cut into; The third dimension is how sellers at all levels should operate after consumption classification and adopt strategies that suit them according to the actual situation.

03

Three ways of loading goods on the whole network

Next, I will talk about how to carry out the whole network with goods.

We know that most brands are privatizing public domain traffic at present. You will find that most e-commerce platforms are changing from incremental market to stock market, which is a general trend. Therefore, 20 19 people who do e-commerce are changing from flow thinking to crowd management thinking, that is, from managing goods to managing people, from extensive management to intensive cultivation.

At this time, the whole network is divided into many categories, and there are also many online platforms: traditional e-commerce companies include Taobao, Tmall and JD.COM, short video platforms include Tik Tok and Aauto Quicker, boutique e-commerce platforms include Xiaomi Youpin and Netease YEATION, live e-commerce companies include Taobao Live and Mushroom Street, second-hand e-commerce companies have idle fish and turn around, and there are many teams of WeChat business and social e-commerce. How to choose so many e-commerce platforms?

I think, at this time, the choice is greater than the effort. Don't spread all the e-commerce platforms. Meaningless. Exposure does not necessarily lead to transformation. You have to find a platform that suits you.

For domestic consumers, traditional e-commerce platforms, Tmall and JD.COM, are necessary. They are your business cards on the e-commerce platform. If you don't become a Tmall or JD.COM, customers will think that you are only a player in the second echelon.

After the completion of the traditional e-commerce platform, how to make the model profitable? There are three ways to do this.

The first one is content planting+e-commerce realization, which means that we have talked about multiple touches and one transaction. There are many places where grass is planted, such as Little Red Book, Tik Tok, and A auto faster. You can plant grass in these places, and then concentrate all kinds of grass in Tmall flagship store or JD.COM flagship store, thus completing a closed loop. This is the popular mode now.

For example, products such as underwear sterilizers, you must go to Tik Tok and Xiaohongshu to plant grass, because only white-collar workers and young people in first-tier cities will be willing to try to buy this product. Therefore, when planting grass, we must find the scene, plant grass with content, and finally realize the realization of e-commerce.

The second idea is that e-commerce pushes products and channels are realized. For example, last year, we made a product, cotton towels for babies, which rushed to a sales volume of about 654.38+10,000 a month in this way. The online price of this product is 59.9 yuan, but many dealers make deals with it as 19.9 yuan.

At present, there are many social e-commerce platforms and many online celebrities who can cooperate with you to sell products. You can clearly price your products online, and then put them on the platform of online celebrity e-commerce for a discount promotion. Many of them sell well.

The third type is called e-commerce powder absorption and private domain realization, which is the privatization of public domain traffic we mentioned earlier. In fact, it is necessary to make good use of your old customer resources and find ways to change the new traffic into recommended and repurchased traffic. This is the core.

These are the three paths and methods for the whole network to carry goods.

Dark horse question and answer

Dark Horse: We are the brand of liquid goat milk, which belongs to the start-up brand in mature category. How to formulate launch and launch strategies?

Wang Yishen: Goat milk itself is a very small category. If you don't have much budget in the early stage and want to do long-term business, my suggestion is that you can take two steps:

The first step is to open the platforms of JD.COM and Tmall as drainage platforms. The delivery cycle of this product can't be too long, and users can't get it back for one month at a time. You can sell only one or two bags per order and find potential customers who buy goat milk through low customer unit price.

The second step, after the customer finds it, save it in your WeChat, do direct sales, push him a package and subscribe to a package of several thousand yuan. Because we coached a camel milk seller before, that's all. Now it can sell more than 40 million a year, which is not bad.

If you just want to do short-term, the brand is not yours, and you just want to make some quick money, you can find a mother-infant community, a women's group, a group purchase, many channels, and earn the difference quickly. But the fans you get in this way are not yours, and there is nothing to precipitate, maybe just making some money.

I think goat milk is more suitable for making its own brand and long-term products.

Dark Horse: I downloaded the Children's Paradise online. There are dozens of shops all over the country. Now many children's playgrounds can't be opened because of the epidemic, but I have many stock members. How to use these stock members to bring goods?

Wang Yishen: The recommended products must first be related to the crowd. Your customers are typical female groups and maternal and infant groups, and they are pursuing high-quality and high-quality products.

When recommending products, we should focus more on groups and don't think about being a shopping mall. Link ability is poor, because you are not a professional in this field. What you need to do more is direct selling and selling on WeChat. There are two channels with the highest sales efficiency in WeChat: group and circle of friends. The group is more efficient than the circle of friends.

You can pull all these customers into a group, in a certain name, such as a good recommendation group. After pulling such a group, don't distribute products in it like a madman every day. You can make a mother group selection and push 10 products a day. The early stage is to pull the group. Don't sell anything in the 100 group before pulling it. You can send some knowledge about mother and baby in it, then send some red envelopes and play some games to liven up the atmosphere. When the number of people reaches a certain scale, we will recommend the good products of 10 to everyone every day, and the group of 100 will do group buying at the same time.

Suppose a product line sells for 299 yuan, and the group buys 149 yuan, and then the quantity is limited. At the same time, we join 100 groups, and each group updates at 10, so it is easy to get the stickiness and viewing rate of this group. Don't engage in "wolf tactics" and engage in a lot of SKUs. It is impossible to succeed. It is my suggestion to do group buying only around the community.

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