1, which increases the logistics cost. For manufacturing enterprises, it is most appropriate to charge the logistics fee at one time for bulk transactions, which saves costs; 2, product sales, for manufacturing enterprises, batch trading can save the labor cost of sales channels;
3. Inventory problem. Inventory is one of the core issues affecting manufacturing enterprises. Inventory can't be digested quickly, which means that new products can't be produced, which affects income and product iteration.
4, capital withdrawal, the most important thing for manufacturing enterprises is capital withdrawal. If the funds cannot be withdrawn quickly, it may lead to debt problems and lead to the break of the capital chain;
Therefore, for enterprises, vertical e-commerce seems to improve the profit of single products, which will actually bring inventory problems and capital chain problems. For the manufacturing industry, the profit of retail can't offset the above problems, so the best sales model of enterprises is batch, which can not only pass on risks, but also serve as the basis of product update iteration.
First, the origin of vertical e-commerce
Huang Ruo, partner of 20 10 Huaping Investment, predicted: "E-commerce in the past decade was mainly the success of the platform, but it will be a market segment in the next decade."
At that time, Vanke, an e-commerce company that made clothes, was valued at $3 billion at 201/kloc-0, and refused to go public in order to continue its scale; 3C e-commerce company JD.COM, book e-commerce company Dangdang, and mother-infant e-commerce company Red Kids, also known as the "Troika" of vertical e-commerce, have developed rapidly in their respective fields.
All kinds of vertical e-commerce in the market are in full bloom: selling vertical vipshop, making vertical Jumeiyou products for beauty, making vertical Letao for shoes, making vertical Brewmaster net for wine, online wine net, 19 19, making vertical wheat bags …
Ten years later, what is the development of vertical e-commerce? Which industries have failed in vertical e-commerce and which industries have successful vertical e-commerce players?
Second, the short-lived vertical e-commerce industry.
On July 30th, 20 19, the luxury e-commerce company Shangpin.com stopped its service, and the vertical e-commerce company Le Bee.com stopped its operation on September 30th. 18. Toplife, a luxury e-commerce company owned by JD.COM, closed in July and merged with Farfetch, a global luxury shopping platform. Diversified transformation of luxury e-commerce temple libraries is difficult. The net profit of q 1 20 19 decreased by 39% year-on-year, and the cost growth rate far exceeded the revenue growth rate.
The future of Netease koala, a cross-border e-commerce that seems to have developed well in recent years, has also cast a shadow. First, it sought to merge with Amazon Haitao business, and was officially acquired by Ali for $2 billion on September 5.
The story of these e-commerce companies is not over yet. Previously, vertical e-commerce companies have seen the ending: the market value of beauty e-commerce Jumeiyou products plummeted by 90%. At present, they are trying their luck, starting a business and enjoying charging treasure and film and television investment; Clothing e-commerce customers have shrunk and are now far away from consumers' sight; Book e-commerce can't be sold after Dangdang delisted, and the founders of husband and wife parted ways. Other small and medium-sized vertical e-commerce companies have almost disappeared; The stock price of Baby Tree, the "first share" of maternal and child e-commerce, plummeted and its market value continued to evaporate.
This means that in the end, vertical e-commerce seems to be unable to escape the curse of decline and "selling itself", and what survives is also "lingering".
3. Which industries have vertical e-commerce companies that are still alive and well?
1, discount retail: vipshop
20 19 in the fourth quarter, the net revenue of discount retail e-commerce Vipshop (vip.com, NYSE: VIPs) increased to RMB 29.3 billion (about US$ 4.2 billion), up by 12.4% year-on-year, the GMV exceeded RMB 47.6 billion, up by/kloc-0.4% year-on-year, and the net profit attributable to shareholders was RMB.
In 20 19, the GMV of vipshop reached148.2 billion yuan, an increase of13% compared with last year's10 billion; The total number of orders was 566.3 million, an increase of 29% compared with last year's 437.4 million orders; In 20 19, the number of active users increased to 69 million, a year-on-year increase of 14%. Rush and rush channels on the homepage of Vipshop will continue to contribute a large number of new customers through good products and deep discounts.
1) business people, not just business people.
Vipshop is not so much a clothing e-commerce as a discount retail e-commerce. Although the clothing industry is the main vertical industry that Vipshop will cut into, it is not the main reason for the success of Vipshop. The advantage of Vipshop lies in its operation mode. The operation mode of Vipshop is actually Jay Chou's advertising slogan, "They are all proud brands and only sell lovely prices."
A seemingly ordinary advertisement actually has a lot of knowledge behind it. For brands, the most troublesome thing is inventory. The explosion of inventory caused by the extrusion of tail goods is a big problem for brands. Vipshop will solve this problem for the brand and help the brand clear the special goods. For consumers, they bought the inventory that the brand didn't want at a plain price, and they are all proud brands. Brands, platforms and consumers are happy.
2) Manage the crowd and grasp the value of core users.
What's the hottest topic recently? It must be the sister who braved the wind and waves. The behavior of dozens of aunts making waves, oh no, is a hot spot for the audience after dinner. So what's the most popular advertisement you've seen recently? It should be vipshop. As a sister partner who braves the wind and waves, Pink Vipshop has a high appearance rate recently.
"Bao Xiao skirt, as long as more than one hundred! I and his father's Taiping bird add up to more than 300! " The advertisements of Vipshop will become more and more grounded. There used to be a saying in Jay Chou: "They are all proud brands and only sell lovely prices." It is all over now.
The advertisement of Vipshop is really strong. In recent years, almost all the hit dramas have the figure of Vipshop. The protagonists in the play are all dressed by Vipshop, and even some costume dramas have survived. The protagonist puts on modern clothes, which inevitably makes people feel that there is some drama.
The advertisement of Vipshop has changed because she finally understands the heart of her users: careful calculation. As a careful housewife, the advertising words of Vipshop are more attractive now, which is a deeper interpretation of the price of staying cute. Who are the main users of Vipshop? It's a woman. At one time, the number of female users of Vipshop was as high as 85%. Even now, female users account for 58%.
2. Alcohol e-commerce: Brewmaster Network
August 20 19, Brewmaster. With a brand value of 261.1.60 billion yuan, com was selected as one of the "Top 200 Liquor Brands of the 11th Huazun Cup in China", ranking first in the national circulation, 10 in Brewmaster. Com has become one of the top 500 unicorn enterprises in the world.
Actually, starting from 20 16, Brewmaster. Com ranked first in China's liquor circulation industry for four consecutive years, from 20160,000 yuan in 20 17 to121960,000 yuan in 20 18.
Brewmaster Net's new retail realizes the all-round integration of online and offline in the mode of Internet plus retail stores, integrates 20 million accurate users into new retail stores all over the offline, helps store operations through the mode of "online and offline delivery, online drainage and offline experience", and solves the last mile problem when consumers buy drinks through 19 minutes express delivery.
There are three secrets in the development of Brewmaster Net: brand fidelity, continuous promotion and deep users.
1) product fidelity
Brewmaster. Com has reached strategic cooperation with more than 500 well-known wine companies around the world. Domestic drinks are directly supplied by manufacturers, and foreign drinks are directly collected from overseas, ensuring the traceability of the source of drinks and ensuring the real wine of the drinkers.
2) Continuous promotion
Since its establishment in 2009, Brewmaster. Com pays attention to the promotion while ensuring the authenticity, and cooperates with the winery to do fancy marketing and brand activities. Among them, well-known winemakers from Wuliangye, LU ZHOU LAO JIAO CO.,LTD, Yanghe, Fenjiu and Swan Village in Australia gathered together on the day of the kick-off meeting of the 8th Global Brewmaster Carnival to share the stories behind winemaking, and share the concerns of drinkers through the interaction between winemakers and celebrities on the anchor network.
3) Deep users
At present, Brewmaster has more than 20 million accurate members, and it is still in a state of steady growth; However, this is not large-scale in vertical e-commerce. Mushroom Street, which focuses on young female users, has 30 million users, but it is still difficult to make a profit.
What is worth mentioning is the depth of users in Brewmaster. In order to win more members and increase users' stickiness, Brewmaster has its own unique methods in wine sales, from "6 18" to "double 1 1", from "cool brand day" to "super brand festival", from "daily drinkers' interaction" to. In terms of offline activities, whether it is "Brewmaster Double Eleven Good Drinking Friends" or "Mid-Autumn Festival Brewing for Love", it adds a lot of color to the deep interaction between Brewmaster.com and drinking friends.
4. Which industries are suitable for vertical e-commerce?
There is no most suitable industry, only constantly explore "how to do" an industry.
Summarize the essence of vertical e-commerce: vertical e-commerce has a specific category and a fixed consumer group, so it can provide standardized and deeper services, which requires:
First, get lower prices or personalized goods at the commodity end than most channels, and at the same time improve the inventory turnover rate at the supply chain end;
Second, there should be a clear portrait of the user at the user end to deeply understand the customer's needs and provide corresponding goods, contents and services;
Thirdly, the moat at the system end lies in the construction and refined operation of the whole system.
Personally, there are some categories with higher thresholds in agricultural products, which can be done vertically, because the platform type is not done well in this part!