a small number of items, from the single category of thermal underwear
In p>29, for people who make thermal underwear, whether it is manufacturers or terminal vendors, whether it is traditional channels or e-commerce, they all took advantage of God-strong cold air not only came early, but also swept across the land of China in waves from South China to Central China and North China, which is good for thermal underwear merchants. But Beth happened to bump into this opportunity. At the hottest time in November, 29, even though the staff packed and delivered goods in shifts all night, the express orders that could not be delivered every day were more than half a foot high. During that time, the courier company went out to pick up the pieces. Generally, it was a single person riding a motorcycle. When it came to the Corbes warehouse, it was 2-3 people driving a van.
Mr. Li Bing, the founder of Kelbeth, used to work for an underwear brand company. Before he left his job, he was the director of e-commerce of the company. He told the author that the brand awareness of thermal underwear industry is low. As long as the products themselves are not wrong, there are channel resources and marketing ideas, everyone has the opportunity to become a national market. Standard type, basic model, a small number of models, rigid demand, like shirts of PPG and Vanke Eslite, this is also the industry characteristic of thermal underwear. It is possible to select thermal underwear as the starting point of the market, thanks to Mr. Li Bin's many years of experience in traditional industries.
"Cut the thread clean", the details determine the buyer's return rate
While e-commerce provides a fast and convenient shopping experience, its biggest obstacle is that consumers can't see the real thing when buying. The perception of products mainly comes from text descriptions, product pictures or videos provided by merchants, so there is an image saying in the industry that "selling goods online is selling pictures".
The founder of Kelbers doesn't agree with this. He thinks that both pictures and text descriptions are just a form of conveying product information to customers. This information must be objective, accurate and detailed, and there should be no suspicion of exaggeration and evasiveness, because this is the first step for customers to gain trust in you. In view of the phenomenon that most sellers on Taobao describe the products perfectly through words and artists, but the products themselves are commonplace, he thinks that this is a way of putting the cart before the horse: "No matter how good your description is, if the psychological gap between customers is too large after receiving the products, then you can only do business once." If the profit is good enough, keep doing "one-shot business", but this requires you to constantly invest huge amounts of advertising money to attract new buyers to spend. With the changes in advertising costs and advertising resources, this road will easily come to an end.
Colebeth's strategy is to attach great importance to the quality requirements of the product itself at the beginning of development, and make sure that customers feel that the goods are worth the money when they receive them. In terms of photo shooting, Kelbeth does not learn from those large BtoC websites, and invites professional photographers and professional models. Li Bing, who is a graduate of journalism system, said: "It's not much money to hire models and photographers, but we can afford it. But beautiful pictures do not necessarily bring sales and buyer satisfaction. There are many products that sell like hot cakes on Taobao, the pictures are even more rubbish than ours, the text description is very' violent' and the typesetting is very rustic. I can take pictures with this quasi-professional photography technology, and I can sell goods and save money. Why not? " -Don't pursue over-beautification, try to show the original appearance of the goods, and strive to be objective and maximize the product description. The real thing that the customer received is what he saw on the website. Such a pragmatic style has accumulated a large number of loyal fans for Kelbeth. When other online stores are trying to attract new customers, the high repurchase rate of old customers in Kalbes is envied by peers. In many places on its website and online shop, Kelbers put up a slogan "Better than you think", which is said to directly quote a buyer's comment after receiving the goods: "The goods are good, better than I thought"
In terms of improving customer satisfaction, Li Bing showed a "secret", saying: "Before delivery, as long as time permits, cut the thread. In the e-commerce mode, the general goods come directly from the factory warehouse and have never been unpacked. No matter how big the brand is, it can't be zero-headed and zero-defective. Li Bing said that ordinary consumers have no professional knowledge, and the basis for judging the quality of clothing products is often a thread that determines success or failure.
in the industry, in order to improve buyers' experience satisfaction, it is a common practice to pay attention to "making parcels". In other words, the appearance of the package also directly affects the buyer's evaluation of the transaction process. For example, express boxes with brand trademarks, tape paper, a brand introduction card in the package, or a family greeting card at the request of customers, etc.
marketing guru once said that the most powerful advertising media is not the central one, but "channel 32"-people have 32 teeth. By this channel 32, he means word-of-mouth communication. In the network world with a wide variety of products, a buyer can jump from Guangzhou to Shenyang or other places thousands of kilometers away in just a few seconds with a flick of the mouse. The key to retaining old customers is to make them have a pleasant and unforgettable shopping experience when shopping for the first time. This experience is all-round-this requires not only that the goods themselves are enough to impress people, but also all the information contact points between buyers and sellers, even these inconspicuous details, which may completely affect buyers' judgment on the whole transaction process. Truthfully describing, not exaggerating, not misleading, and giving buyers some surprises in details are the real unique "secrets" for Kelbeth to win the buyer's return rate.
"experience" is the priority, and there is no price war.
For the vast majority of people, shopping online is cheap. Therefore, for most people who are going to open online stores, it is generally believed that they must find goods with low prices enough to gain a foothold.
for online price wars, offline traditional brands are also a headache. For example, a well-known brand, they posted an announcement on the homepage of their official website, and they are not responsible for the quality of products of this brand that are not purchased by terminal authorized stores. Generally speaking, the low price of online stores has an impact on the terminal sales of a province. In one season, there may be more than a dozen return disputes, which is harmless to the overall sales, but this impact is enough for dealers to compete with manufacturers. Online stores sell offline traditional brands, and buyers usually search for price comparison by item number, resulting in endless price concessions by sellers. As long as sellers have the spot, for the particularity of online sales, manufacturers have basically lost the ability to control the price. This situation of haggling prices is unfavorable to both online sellers and manufacturers. From the point of view of online sellers, selling this kind of goods will eventually be out of stock by manufacturers. Even if you keep buying goods, you will not be able to grow up. After all, this kind of amateur sellers will be eliminated by market waves one day, forcing them to quit the "rivers and lakes".
Colebeth has done two tests, and sold a certain product at the purchase cost price. The consulting volume and sales volume did increase obviously, but in less than half a month, the popularity of this product plummeted-the reason is that customers' evaluation of this product is getting worse and worse. Another test is to take a well-known offline brand and sell it at the lowest price close to Taobao (note that it is close to the lowest price, not the lowest price). About 2% of customers suspect that it is not genuine after receiving the goods. That is to say, no matter what price buyers pay, they always want to buy the goods they think are of good quality, and they are not short of the price difference. "Cheap goods are not good" is deeply rooted in the minds of all consumers. So there is a strange phenomenon that buyers "get cheap and don't tell good".
With the maturity of the market, the operating cost of e-commerce will inevitably continue to increase, and the convenience and quickness of online shopping will replace the current low-cost advantage. Compared with offline shopping, the advantages of online shopping in the future are easy "shopping" without leaving home and quick access to new products, discounts and promotional information. It is based on these understandings that Kelbers unexpectedly chose the middle and high price in product positioning and pricing. In the procurement process, Kelbers would rather increase the cost by 1%-2% than supply goods at low prices. For the same goods, the difference in supply price is about ten blocks, and the internal quality may not be much different, mainly the difference in appearance details, but it is this difference in appearance details that affects the customer's judgment. From the management point of view, the overall profit will be reduced by 5%-1%, but the customer experience satisfaction may be increased by 5% or even 1%. However, Kalbes has figured out this account clearly. This is why the transaction price of Kelbers on Taobao is higher than that of many famous offline brands. Through the market analysis system of Taobao.com, in autumn and winter of 29, Kelbers was the champion in the category of thermal underwear of Taobao.com, ranking first in the sales of single products above 15 yuan. According to the data of the store's comprehensive score, the data of the three indicators of "baby description is in line with the real thing, seller's delivery speed and seller's service attitude" are more than 2% higher than the peer level on average, and the average score of the store is between 4.7 and 4.8. This is very rare among the shops with the same level of online transaction volume in Taobao ―― most shops in Crown and Jinguan stores scored 4.5 points or below. Focusing on the customer experience, developing products, designing the price system and the contact point of the buyer's experience, and not falling into the price war, this is the successful operation experience of Kelbers.
For commodity prices, consumers have a steelyard in their hearts, which is higher than their expectations, and they will not make a move, but lower than their expectations, and they doubt your quality. In the marketing concept of Kelbers, Mr. Li Bing emphasized that cost performance is better than real cost performance. Different products pay different attention to consumer experience. It is a compulsory course for future e-commerce practitioners to hold consumers' psychological expectations of different products and ensure the lasting development of brand market with reasonable profits.
It's not just opening an online shop, but doing e-commerce.
What's interesting is that although Kerbers currently uses Taobao as the main sales platform, they never talk about doing Taobao in front of suppliers, but only say doing e-commerce. When talking about this topic, Mr. Li Bing said with a smile: "If we tell the manufacturers to do Taobao, the manufacturers will immediately dismiss you and think that you can't do much. When we start measuring, the manufacturers will ask, and we will say that Taobao is one of our distribution channels-because most people can't believe Taobao's sales ability so far."
I remember that Shanghai First Financial Channel "Brainstorm" had a program to discuss "How to grow a small online store? At present, if we use Colebeth's point of view, it is "not just opening online stores, but doing e-commerce". As long as we have this concept, small online stores may grow into large BtoC enterprises.
Generally speaking, people think that there are two kinds of knowledge about e-commerce. One is that spending money like Zhuoyue, Dangdang, Vanke Eslite or Taobao is doing e-commerce. I think that although it can be done, we don't have that much money to burn, and even if we have this money now, we don't have that market opportunity. Either, that is, doing e-commerce, but just opening an online shop, thinking that this thing is not a big deal at all.
In this regard, Mr. Li Bing of Kalbes thinks that e-commerce enterprises that attract traffic by smashing advertisements are either supported by venture capital or profiteering. Well-known large BtoC shopping malls in China, such as Vanke Eslite and JD.COM Shopping Mall, are typical venture capital support. They have huge advertising budgets, and the profit cycle is often as long as several years or even more than 1 years. However, enterprises supported by huge profits have a very low proportion of their own product costs in the sales price, and realize the circular delivery of advertisements through super-high single product profits. However, this approach has a short product life cycle and is subject to changes in advertising costs and advertising resources. Kelbesi's entrepreneurial background and product positioning are different from the above two models. On the one hand, it is necessary to provide customers with high-quality products, on the other hand, it is necessary to reduce the purchase cost of customers as much as possible. Therefore, based on a mature e-commerce trading platform like Taobao, it has become the first choice.
after years of operation, Taobao has accumulated the most mature and largest online shopping consumer group in China. "Taobao" has even become synonymous with online shopping and online shop opening. Moreover, Taobao has set up a set of credit evaluation, payment and logistics systems that have been recognized and accepted by the public. Locking Taobao not only locks in accurate traffic, but also solves a series of problems such as payment and credit guarantee. Based on Taobao, you can save these projects that need to burn money most and concentrate on consumer research and product development, which is really a shortcut for grassroots entrepreneurs. How long can this shortcut go, and how many opportunities are left for later generations? At least, Beth seized this opportunity.
Of course, at present, sellers who can achieve annual sales of tens of millions are already large in Taobao, and super-large sellers with annual sales of over 1 million are even rarer. For offline traditional enterprises, it is not surprising that the annual sales are several thousand or 1-2 billion. According to the official announcement of Taobao, the transaction volume of Taobao in 29 was in the early 1 billion. This figure is just the tip of the iceberg for the domestic consumer market as a whole. For e-commerce enterprises, what is surprising is not their current total business volume, but their growth rate.
A person in charge of Taobao said in an e-commerce forum that in the near future, listed companies will probably be born in Taobao Mall. Relying entirely on a platform to give birth to a listed company, let's not discuss whether this is possible for the time being. However, with the further maturity of the future e-commerce market, online distribution channels will also be diversified. We have reason to believe that there will be more and more e-commerce enterprises with annual sales of one billion or even ten billion.
Do a professional subdivision, not a comprehensive platform
Taobao Mall underwear "Amoy brand" (Taobao's original definition of online goods brand) or other independent BtoC brand underwear malls, most of which are mainly bras or underwear. Why don't any famous BtoC enterprises take thermal underwear as their main category? This is because