Lessons from the death of Niu Wo Wang

It is said that the three hundred million Uzbek nets, which are home electronics retailers, have been on the line and ended in just over three months. I only talk about B2B2C+O2O as a home e-commerce practitioner.

First: The business resources are the foundation If there is no Tmall 191 billion double 11, the pace of electric shock in the traditional home industry is far behind the present. It was precisely because of the carnival of the day and night that many home industries have touched the net.

From this example we can tell that we must convince a sufficiently traditional industry to change the existing business model, unless it has made remarkable achievements before we can drive them to take risks.

The Niu Wo network team is only a part of the fuzzy red e-commerce team. I think this is not enough persuasive. Although the official figures show that more than 700 home-based merchants have settled in, how many of them are in place? how many?

With the ability to be an e-commerce home buyer, the focus should be on Tmall, Jingdong, and other mature platforms; home-based retailers who have just entered the electricity business, I am afraid that even the team did not pull Qi, so this road is very long. This is also a very important factor that has not been successful in Qijia.com.

Secondly, continuous flow is the core whether it is vertical home electricity providers, new homes, net products, home appliances, American music, platform, e-commerce, Qijia.com, or third-party home electricity providers, Linshi Wood, Quanyou, etc. Its "fame is too great" and stop the delivery of advertisements.

The home industry is too special. There are no enthusiasts for their active communication, and there are no handicraft families to buy as they wish. Driving homes to generate sales is advertising, and it is continuous advertising.

Advertising means money. There is no money to talk about advertising. Even if it is rely on social media to be successful Xiaomi, is also behind a lot of financial support for the operation of advertising, not to mention the need to do precision marketing home electricity supplier. Judging from the current situation, there is no home e-commerce that is made up of "free ads" such as social media. Therefore, the flow rate is roughly equivalent to capital.

If Umno.com really sets a total of 300 million U.S. dollars, it is really possible to maintain it. It is said that only about 6 million U.S. dollars will be funded. Faced with a "700 shop" home platform, it is indeed a matter of utmost importance. Can understand the third: the whole network marketing ability is the key second point actually has been mentioned, the operation of the website must have a flow, the flow is equal to the capital, not all equal to the funds; that is because not the advertising costs are invested, It will be able to exchange traffic, especially for accurate traffic.

The home furnishing industry is a very special industry. For example, if you are selling food, you will be 80 years old and children under five will be your audience. However, the home furnishing industry is not, in particular, some specially positioned household products are not. in this way. Therefore, home e-commerce has extremely high demands on traffic, and the flow rate is one, and the more important is accuracy. Otherwise, the purchase cost of a single customer is very high, and even the profit is not enough to equalize the cost. The related sales in other industries do not work in the home e-commerce platform.

Therefore, the home e-commerce team has a very high ability to market the entire network. It can strictly grasp the effectiveness of various channels, as well as excellent marketing copy production.

Before I saw the cowboy net marketing copy, is an advertisement page with sex as the theme ... ... whether the flow can be better realized, the key point is the planning and expression of marketing copy, this embodiment of skill is more From a deep understanding of the home industry, as well as the human insights of home consumers, it is by no means a gimmick.

Fourth: The offline execution is the mode of B2B2C+O2O used in the lifeblood cowshed network. The first three are comments on the B2B2C aspect. What is the core of O2O? The execution is how to get the flow from the line to the offline. , and to maximize the conversion is the lifeblood of O2O's success.

There are two elements here:

1: Does the flow control ability have such a team, can realize the flow into the cow net, and then step by step into the offline? In addition to having the gimmick for the user, the team's The ability to control follow-up is also an indispensable part. The former is relatively easy to do, vouchers, signing ceremonies, discounts, spikes, etc.; then the latter, such a team's operating model to create, team management to create, is not an overnight You can practice 2: how to conduct the offline activities of the implementation of merchants, how to plan on-site activities, how to manage merchants; intention to customers to enter the scene to improve the transaction rate, how to reduce the rate of cancellation, how to maximize the realization of the customer's purchasing power and so on. These capabilities are not current planning and customer service capabilities, but they require real and actual combat experience.

The reason why Qijia.com can achieve this scale is because they are performing offline, or the accumulation of many years of experience in the blasting marketing industry. It is not a simple online drainage.

The home industry is one of the traditional markets. Because of its traditional marketing model, huge system, extensive coverage, and logistics, warehousing and other aspects, it is very difficult to shake the electric shock. Such e-commerce giants like Tmall and Jingdong have no determination to kill in the face of a large amount of closed-loop traffic support, let alone a newcomer.