Spin time line, as the regional category structure, order data basically stable, fruits and vegetables, rice flour, edible oil, meat and eggs frozen seafood, what different seasons, each subdivision category can sell how much, how to do commodity operating the highest conversion rate, is the national or local native, capacity planning, channel digestion become a predictable thing.
In the past, the growth of a new brand usually takes 3 to 5 years, which requires carrying certain values, omni-channel control ability and excellent content marketing ability. The requirements for the growth of the founder are also very strict.Under the efficient organization of community group purchase for traffic, it provides a good direct channel for consumers. The brand can return to the ultimate product creation + ultimate delivery ability, which reduces the difficulty coefficient from survival to take-off, and also brings more emergence.
Opportunity 2: Direct sourcing of standard products brings growth opportunities for brands, and needs segmentation should be well done
What national brands need to do is:
- Flexible enough capacity to deal with the volatility of community group purchase orders, strong flexibility in stock preparation, without making myself uncomfortable;
- National performance performance ability, can calculate their own accounts, to ensure timely warehousing center warehouse;
- Different from the selection of e-commerce platforms and offline channels, the gross profit structure is set reasonably, and there is no channel commission;
- Organization construction and talent system matching with all the above elements.
The third point here a little bit abstract, such as paper towels, considering the cost per piece electric business logistics, and can be door-to-door, electric business platform to buy paper towels, as every six pack, 12 or more, buy condiments, 2 pieces of packaging can be, and in the group-buying platform, obviously can use a smaller, more flexible sales specifications.
Specific approach, can be more diligent to try out the needs of different areas.As for channel rebates, this is the practice of the older generation, and anything that is not conducive to transparent regulation is likely to be reversed this time.
The development and investment of commodities should also be more based on and targeted.
For example, the portrait classification of first – and second-tier cities is as follows:
Single female office workers aged 20 to 49 who like to reward themselves;
30-49 year olds value time-efficient married women and working mothers with children;
Life – conscious elderly customers aged 50 to 69.