Reborn multinational giant

Feng Xue said seriously, and Fang Zhe listened patiently. Gradually, the more Fang Zhe listened, the more surprised he became, and the more he listened, the more he admired Feng Xue's thinking and ideas!

As a rebirth, Fang Zhe is naturally clear about the development trajectory of Jumei Youpin and the reasons for its decline. After the IT summit last year, Huizhong invested in Jumei Youpin, and Fang Zhe also hopes to build on Jumei Youpin. Experiment to see if you are dealing with the overall situation behind your back, whether Jumei Youpin will end up with the same fate and fate as the previous life.

It’s just that Jumei Youpin has just been established for less than two years, and the entire vertical e-commerce industry is also in a period of rapid growth. Therefore, Jumei Youpin has also developed smoothly under the leadership of Chen Xiaoou. One of the most dazzling star companies in the business industry, so now, Fang Zhe is not in a hurry to intervene and interfere in the development of Jumei.

Although Fang Zhe has a good understanding of Chen Xiaoou, but the status gap between the two is not to say. Now Chen Xiaoou, who speaks for himself all day long, is not willing to be a puppet and marionette. , And therefore, only when the future Jumei Youpin declines like the previous life, is Fang Zhe really planning to make a move!

However, Fang Zhe never thought that his girlfriend Feng Xue would worry about these things silently.

Although Fang Zhe rarely talks to Feng Xue about work, whether it is Fang Zhe, Zheng Siwen, or Wang Nan, his sister-in-law who has an excellent relationship with Feng Xue, the career and achievements of the three determine even if they are caught in the ears. Feng Xue also has a deep understanding of these and quite some opinions.

What's more, Feng Xue has always regarded his sister-in-law Wang Nan as her role model. Since Wang Nan founded Mi Bud, she has often traveled there. Now she suddenly has the idea to become a beauty vertical e-commerce company. Fang Zhe is no exception. Even very supportive.

"Although Jumei Youpin is a vertical e-commerce company focusing on the beauty industry, it is not much different from the sub-category channels of comprehensive e-commerce platforms such as Taobao.

It’s just that Taobao’s booth is too big, the exposure of a single sub-category is limited, and the brand effect is limited. Users buying goods on Taobao feel like visiting a department store and supermarket. Jumeiyoupin focuses on the beauty industry, which is equivalent to Watsons and other owners. A chain of beauty products.

But in my opinion, Jumei Youpin has the feeling of picking up sesame seeds and losing watermelon in the general direction of making beauty vertical e-commerce!"

"Oh?" Fang Zhe looked at Feng Xue with interest. At this moment, Feng Xue, who was full of expression and talk, made Fang Zhe very excited and liked!

"You think, Jumei Youpin now looks like a buzzword, and what does it rely on? It is a marketing advertisement, a promotion of various beauty products, and a guarantee of authenticity.

On the surface, these factors constitute the core competitiveness of Jumei Youpin, but in fact the barriers to competition created by these factors are very fragile. Now, what are the reasons why many users choose to buy cosmetics on Jumei Youpin?

It’s cheap, it’s the guarantee of authenticity promised by Jumeiyoupin, but in fact, I’ve never heard of any e-commerce platform that does not have the problem of fake products, especially in the beauty industry. Various cosmetics and skin care products are even fake. The flood of goods.

The guarantee of authenticity can be a highlight that distinguishes Jumei from Taobao, which is flooded with fakes, but it is absolutely impossible or even impossible to become one of Jumei's core competitiveness!

Because it is very difficult to establish the brand impression that Jumeiyoupin only sells genuine products, but it is easy to destroy it. Moreover, according to my investigation, now Jumeiyoupin is not all genuine products as it says. Many consumer complaints have not been properly handled by Jumei Youpin. Once these contradictions break out, it is likely to bring a fatal blow to Jumei.

No matter how cheap the genuine product is, it cannot be cheaper than the fakes and knockoffs on Taobao. Therefore, Jumeiyoupin relies on genuine promotion and sacrifices profit to quickly expand the development method of users. It is OK in the short term, but it is easy to bury many hidden dangers in the long term. .

If you are doing a promotion now and let users spend 5 yuan to buy the original 10 yuan mask, then you don’t expect users to spend 10 yuan to buy the same mask in the future, because the user buys it here because it is cheap , The viscosity of the platform is not great!"

Fang Zhe’s eyes were smiling, and she looked at Feng Xue with great appreciation and approval. At the same time, she encouraged her to continue. Seeing Fang Zhe’s expression, Feng Xue knew that her big boyfriend agreed with her point of view. She couldn't help being a little proud and delighted, in order not to "lost face" in front of Fang Zhe, she prepared for a long time, and it is only today that she told Fang Zhe the idea of ​​starting a business.

"So, what is the difference between the beauty website you want to build and Jumei Youpin? What is the breakthrough point and what is the core competitive advantage?" Fang Zhe asked.

"Service!" When Feng Xue said these two words, Fang Zhe had an instant vision in his mind. It seemed that he already knew that the beauty vertical e-commerce website Feng Xue planned to build was similar to Jumei Youpin. What's the difference, even Fang Zhe was really looking forward to it.

After uttering the core word "service", Feng Xue continued to explain:

"Traditional e-commerce platforms such as Taobao sell goods rather than services. The reason for their success is that they are large and comprehensive, and they are all-encompassing. Users can buy almost anything they want here. This is also an e-commerce. The main business model in the 1.0 era.

In the 2.0 era, which is now the era of vertical e-commerce, the most famous ones should be JD.com, which started with 3C electronic products, as well as the mother and baby e-commerce honey bud, Jumeiyoupin, etc., founded by sister Nan. This type of e-commerce platform focuses on In a certain vertical field, compared to Taobao's extensive, they do more detailed and deeper.

However, the current vertical e-commerce platforms are rooted in a certain industry, which determines that their ceilings are limited, and it is impossible to achieve the large and comprehensive scale of Taobao.

So now including JD.com, Dangdang and other early-developed vertical e-commerce platforms have slowed down in their main vertical fields and gradually touched the ceiling. They have begun to diversify and move closer to Taobao. The current honey buds , Jumei Youpin is likely to embark on this path in the future."

"So, what are you going to do is e-commerce 3.0?" Fang Zhe chuckled lightly and interjected jokingly.

"Yes, for the sake of your correct answer, I will reward you with one!" Feng Xue kissed Fang Zhe on the cheek with lightning speed, then resumed her original posture and continued:

"Actually speaking, I have this idea, and it has a lot to do with you!"

"Follow me?" Fang Zhe asked suspiciously.

"Yes, it's related to you. I have been listening to you about O2O and what service is a commodity for more than half a year, and I have gradually developed ideas.

Traditional e-commerce platforms such as Taobao provide only an online commodity trading platform. From the time the user logs on to Taobao to select the product to the completion of the transaction, the user leaves Taobao, and Taobao's service to the user is also over.

Taobao's data storage for this user is basically limited to the user's account, order, logistics receiving address, some purchasing preferences and so on.Vertical e-commerce platforms such as 2.0 are not very different from Taobao in terms of business nature, except that they are rooted in a certain vertical field.

The e-commerce 3.0 that I want to talk about actually integrates e-commerce + O2O, and integrates the business model of transaction + service!

For example, the beauty website I plan to establish is called Aimei.com, which means the heart of beauty, which everyone has!

After the user has registered on Aimei.com, we will start to build the user's data model and basic portrait based on the user's basic information.

From the most basic user gender, age, height, weight, measurements, etc. to the user’s work, spending power, marriage and relationship status, appearance, facial features, hair style, skin type, and even uneven teeth, wearing glasses or not, A lot of information such as ear holes is used to enrich the user's data model and portrait.

Then, we will combine this information to tailor a set of their own beautiful roads for users. There are one thousand people and one thousand Aimei.com. Users find the cheapest facial mask on Taobao. On Aimei.com, I found the mask that best suits your skin type, the facial condition you need to improve, and your spending power.

The products sold on the entire Aimei website are not limited to physical products such as cosmetics and facial masks. It may also include surrounding barber shops, nail salons, beauty shops and even orthodontics and plastic surgery hospitals selected according to the user’s personal geographic location and spending power. What...

The reason why users choose Aimei.com is to be beautiful, not just to compare and choose cheap masks!"

When Feng Xue finished speaking a lot of words, Fang Zhe was already a little dumbfounded!

This..., my lovely, beautiful and great girlfriend, Comrade Feng Xue, is going to set off a revolution in the e-commerce industry!

"My dear, I think you are the richest man in China in the future, no, the richest man in the world!"