Makambani e-commerce anomisa sei zvipingaidzo zveindasitiri yavo?Ndezvipi zvinotadzisa makwikwi?

Kutarisana nemusika = kutariswa kwemutengi + makwikwi ekuita.

• Makwikwi eindasitiri ari网络 营销kiyi.
• Kungove mutengi-centric chinhu cheumbozha.
• Iwe haugone kutaura nezvevatengi pasina vakwikwidzi.

Michael Porter, baba vezano remakwikwi, akapa mhinduro inoshamisa:Iyo inonzi yemakwikwi zano, iyo inonyanya kukosha nyaya ndeyekuzvichengeta iwe kunze kwemakwikwi.

• Hazvisi nezve pawakazviita zviri nani pane makwikwi, ndezvekuti ungazviita sei zvakasiyana.
• Naizvozvo, musimboti wemakwikwiPositioningndiko kusiyana.

Nzira yekuwana sei dhigirii repamusoro rekusiyanisa?

Iko kumisa yavo yega indasitiri yemakwikwi zvipingamupinyi uye moats.

Nekudaro, vanhu vazhinji vanofunga kuti moat chigadzirwa, manejimendi, nezvimwe, asi izvi handizvo.

Zvigadzirwa zvemhando yepamusoro, mugove wemusika wepamusoro, kuuraya kunoshanda, uye manejimendi akanaka zvakanaka, asi zvinogona kutungamira mukusiyanisa uye kukwikwidza mubhizinesi.

Asi urombo, zvinhu izvi hazvinzi moats.

Buffett anotenda kuti moat chimiro chemakwikwi, chakatonyanya kukosha kupfuura CEO.

Saka, moat inofanira kugadzirwa sei?

Ndezvipi zvinotadzisa makwikwi muindasitiri?

Ikozvino indasitiri-inogamuchirwa modhi inosanganisira mativi mana:

① Zvinhu zvisingabatike

• Semuyenzaniso, marezinesi, mabhureki ane kodzero dzepamusoro dzeprimiyamu, uye mamwe marezinesi ekutengesa.
• Pakati payo, vakwikwidzi havagone kutevedzera kana kupinda.

② mutengo wakaderera wekugadzira

• Pane yakasarudzika sosi endowment inogona kuita yakaderera mutengo.

③ Network zvakanakira

• Iyo mukana weiyo network chiyero, semuenzaniso, mushandisi akaunza yakasarudzika sisitimu yekutenga iyo iPhone, uye vazhinji vanopisa vakava vashandisi vayo.
• Asi havasi kugutsikana nebasa rayo, asi havazoishandure mumakore gumi nekuti vese vanobatika vanoziva yakeNharembozha, inova musanganiswa wetiweki zvakanakira uye moat.

④ Mutengo wekuchinja wakakwira

• Kufamba kubva pachigadzirwa chepakutanga uye sevhisi kune imwe kune mari yenguva refu, kusanganisira mari yekudzidza uye kurasikirwa kwenjodzi.
• Chinangwa chayo ndechekuita kuti zvive zvakaoma kuti vashandisi vasiye.

Chaizvoizvo, tinogona kuita kubvisa.Ndinofunga kuti chinhu chinonyanya kukosha ndechekudhura kwekuchinja.

Nzira yekumisikidza yako wega indasitiri yemakwikwi zvipingamupinyi?

Pane nzira nhatu dzekuisa mari yekutendeuka yakakwira:

1. kugadzira superuser
2. 锁销
3. resource binding

Yekutanga manomano: gadzira super mushandisi

Munguva pfupi yapfuura vanhu vakawanda vari kutaura nezvematraffic pools.Chokwadi, ma<em>traffic pools haana kugadzikana, nekuti traffic inopinda nekubuda.Chete kana yave dziva repamusoro revatengi rinozove chipingamupinyi.

Chii chinonzi super client?Vashandisi vanoda kubhadharira zvigadzirwa nemasevhisi ako, anozivikanwawo sechaiyo traffic.Kune bhizinesi, zvakaenzana nekuenderera kwemari kuyerera.

Semuenzaniso, nhengo yeAmazon Prime.

Ngationei, chii chaizvo chainopa?

Heano mamwe data:

• MuUnited States, 10.7% yevaAmerica inhengo dzeAmazon Prime, uye 38% yedzimba dzeAmerica dzinoshandisa Amazon's Prime member service.
• Wese Prime Member anoshandisa avhareji ye $1200 pagore.Uye munhuwo zvake asiri nhengo, angangoita $400 pagore.Pane musiyano utatu pakati pezviviri izvi.
• Uye zvakare, muna 2018, stock yeAmazon yakakwira 30%, nepo Standard & Poor yakadonha 6.7% panguva imwe chete.
• Saka Amazon yakati chinhu chakakosha chekuti sei isu takagadzikana ndechekuti isu tine mamirioni zana.
• Nhengo yega yega inobhadhara mubhadharo gore rega rega, uye mwero wekuvandudza unosvika 90%.

Amazon inozviita sei?

nhanho yekutanga, sefa dziva revatengi kubva kune yekutanga maitiro data, uye tsvaga vamwe vatengi vane yakakwira transaction frequency.Panguva imwecheteyo, tsvaga marwadzo muvatengi varipo vane high transaction frequency.

Amazon payakatangisa uhwu nhengo yePrime muna 2005, yakaona kuti network yekutumira muUnited States haina kukura seChina, nekuti vanhu vazhinji vanogara mumisha yakapararira, saka inopa sevhisi yakakosha: yemahara yemazuva maviri kuendesa. .

Kubva pakabatwa nzvimbo iyi yemarwadzo, mamwe mapoinzi ekurwadziwa atanga kuungana.

Chechipiri nhanho, akatanga kugadzira holistic value-added package kune superusers.

Chete marwadzo anogona kumukwezva, asi kwete hazvo kumuchengeta.

Nhamba huru yehutano-yakawedzerwa mabasa inofanira kupiwa kune idzi nhengo.sanganisirarisingagumiHuwandu hwemimhanzi uye vhidhiyo, isina muganho wekuchengetedza mafoto, uye 100 miriyoni Kindle e-mabhuku ekukwereta.

Kune zvakare 25% kuderedzwa kana iwe uchibhadhara.

danho rechitatu, kushandura data revatengi kuita chinhu chekubatanidza nemamwe makambani.Nekuti ndine XNUMX miriyoni vatengi vanochengeta data munetwork, ndinoziva zvavanoda.

Amazon iri kubatana neMoto neBlu, mumwe mugadziri wefoni.Kare, makambani maviri aya aitengesa nharembozha, imwe yemadhora makumi mapfumbamwe nemapfumbamwe uye imwe yacho $99, uye mutengo wekondirakiti paAmazon wakaderera madhora makumi mashanu kusvika makumi manomwe.

Sei Amazon inogona kuita izvi?Nekuti ine midziyo yemutengi yekuchinjana newe, yakagadzikana mutengi base transaction, uye data.

Saka izvi zvinoreva kuti kana wangotanga nhengo, unogona zvakare kusuma vamwe vagadziri kuti vabatane newe kuburikidza netraffic chaiyo kupa mamwe akawedzera kukosha masevhisi kunhengo dzepamusoro.Uku ndiko kushandiswa kwezvinhu zvevatengi.Ichi chitubu chinogona kuumbwa kuita mhando yekuenzana uye yakasungwa nemamwe makambani, inova rudzi rwekuwedzera kwehuwandu.

danho rechina, kushandura nhengo yepamusoro kubva ku-value-added management yezvido kuenda kune manejimendi ekuzivikanwa.

Chikunguru 7 inonzi Prime Day, uye panguva ino, mitengo yeAmazon yenhengo iri pazasi.Kazhinji kutaura, nguva dzose zuva rino, kutengesa kuchawedzera ne15% kana kunyange 90%.

Iro kufamba kwakarongeka, asi kunonyanya kukosha-kwakawedzerwa manejimendi ekuzivikanwa.

mukupedzisa.Makambani mazhinji eChinese ayo ari super-nhengo, anosanganisira JD.com neEle.me, ane mazano anotaridzika zvakanaka uye ari nyore kushandisa, asi haana kuwana budiriro yakafanana neAmazon pakuvatevedzera.Chimwe chezvinhu zvakakosha ndiko kunzwisisa kuseri kwezvinodiwa nevatengi.

Kuti uwane mapoinzi ake ekurwadziwa, dziva remushandisi rinongoumbwa mushure mekunge mapoinzi akati wandei agadziriswa.Mushure meizvozvo, pasuru yekuwedzera kweiyo equity yakaumbwa, uye kuyambuka muganhu pamwe nemamwe makambani kwakaitwa, kuitira kuti kuenzana uku kuwedzere.

Chimwe chinhu chakakosha kucherechedzwa kwekuzivikanwa, kwete kungobatsira chete.Saka ini ndinofunga kuti pane zvinhu zvakawanda zvinogona kuitwa nemushandisi wepamusoro muChina.

Chechipiri chinyengeri: kiya pini

Chii chinonzi lock pin?Ngatitangei tione kuti kambani ichavhara inoita sei, kambani iyi inonzi Starbucks.

星巴克每年一开张，就可以实现1/4的营收。什么意思呢？星巴克发展了很多星享卡的会员，仅2015年就销售了50亿美元，占到它当年销售额的1/4。

Mune mamwe mazwi, mari yakachengetwa muStarbucks nenhengo idzi dzeStarbucks Reward dzinoshandiswa kutsigira 1/4 yekutengeswa kwayo kwegore.

Muna 2017, Starbucks yakaburitsa dhata ichiti mari yakachengetwa muStarbucks Reward kadhi uye mukubhadhara kwenharembozha yakapfuura bhiriyoni imwe nemazana maviri emadhora ekuAmerica.Mari iyi iripo inodarika yemabhangi mazhinji emuUnited States.

Naizvozvo, pini yekukiya yakavakirwa panzwisisiro yekushandiswa kwemutengi kutenderera, kuvhara kutengeserana kwemutengi kana mukana wekutengesa kumberi.

Kana iwe uchida kuita chiyero chekushandura, pini yekuvhara ndiyo yepamusoro-soro inogona kukubatsira iwe kuseta reshiyo yekutendeuka.

Nekuti ine akati wandei mabasa:

1. Kutanga, kuderedza njodzi uye kuunganidza mari yacho mberi;
2. Chechipiri, nekuderedza mari dzekutengesa, unogona kunyatsopa vatengi mamwe mabasa akawedzerwa.Haufanire kushandisa mari iyi kuparadzira shoko.Hauwanzoona zviziviso zveStarbucks;
3. Chechitatu, kuvharidzira vakwikwidzi, taimbofunga kuti musimboti wekukwikwidza uri mumugumo, uye kuburikidza nekuvhara, ndakagamuchira mari yacho mberi, uye ane mikana mishoma yekutenga zvinhu kubva kune vakwikwidzi.

Naizvozvo, chepamusoro-soro chekuvharira hunhu hunhu hwemari. Ini ndichadzorera mari yacho kutanga.

Ipapo iwe unogona kushandisa mari iyi kuwedzera bhizinesi rakawanda, kana zvirinani kushandira kodzero uye zvido zvevatengi, kugadzira yakavharwa loop.Makambani akanaka anogona kuumba yakavharwa loop uye flywheel yekuita.

Kune zvakare yakajairika kesi, ndiko kuti, mutaundi diki, kune kambani inonzi Love Fan, inoita catering.Muenzaniso wayo ndewekuti pese mutengi paanodya pano, achifunga kuti anoshandisa 3000 yuan, inoudza mutengi kuti kurongeka kunogona kuregererwa nhasi-chero bedzi iwe uchichengetedza 6000 yuan, kurongeka kuchave kwakasununguka panguva ino.

Izvi zvakaenzana ne6000% discount, imwe nzira yekuzvitaura.Asi vatengi vazhinji vakachengetedza XNUMX yuan nekuda kwekukwezva uku.Uyu ndiwowo maitiro ekuvhara.Naizvozvo, pashure pokunge resitorendi iri mutaundi duku iri yashandisa nzira iyi kwemwedzi miviri, vanhu vashomanene zvikuru vakaenda kunodyira mune mamwe maresitorendi, uye vose vakavharirwa nayo.Uyuwo muenzaniso unoshanda chaizvo kurova vakwikwidzi.

Yechitatu trick: resource kusunga

Uhu hunyengeri hwakakodzera kwazvo mabhizinesi eB2B.

Chii chinonzi resource chinosunga?Iko kushandura sevhisi iyi kuita sosi ine mutengo wakakura wekushandura kuburikidza neyakadzama sevhisi pahwaro hwekutanga kwevatengi kutengeserana.

Makambani mazhinji eB2B ari panjodzi kana akachinja vatengesi.

Naizvozvo, kana ini ndichida kusimbisa njodzi iyi, zvinodikanwa kuwedzera kunamatira kwevatengi uye kubvisa njodzi idzi kune vatengi.Iko kushandura hukama hwechinyakare hwekutengeserana hune hukama hunoenderana.

Semuenzaniso, mumwe munhu akaenda kuBaosteel rimwe gore ndokuona kuti Baosteel ine boka revatengesi vevatengi vakuru vanoshanda maawa akawanda kune vatengi kupfuura kuBaosteel, saka vane hukama hwakasungwa nevatengi.

kuitaWeb PromotionPakubvunza maitiro, ndakasangana nechiitiko chinonakidza.

Kureva kuti, rimwe gore, Tetra Pak akawana kambani ndokuti ndichakupa mari yokubvunza uye waizobvunza Mengniu, izvo zvakaita kuti vanhu vanzwe vasinganzwisisiki.Nekuti Tetra Pak inotengesa midziyo kuMengniu, Tetra Pak inogona kubatsira kubvunza Mengniu.Kutaura zvazviri, iyi imhando yakadzika yekusunga zviwanikwa, inodzamisa hukama.

E-commerceMakambani angavaka sei zvipingamupinyi zveindasitiri yavo?

Iyo yakakosha yekumisikidzwa kwemakwikwi kusiyanisa, unogona kuenderera mberi nekutarisa zvinotevera zvinyorwa pamusoro pekusiyanisa▼

Nzira yekusiyanisa uye kuisa zvigadzirwa?Musika chigadzirwa kusiyanisa positioning kuumba

Vazhinji vatengesi vekutanga havazive kusiyanisa uye kuisa zvigadzirwa zvavo?Pavanenge vachisimudzira chigadzirwa chetekinoroji, vari kushamisika kana vachifanira kuita copywriting, mepu, uye kuyerwa kwemari?Kana kungotevera mari nemifananidzo yevatengesi vakuru?Nekuti mepu uye kuyerwa kunodawo mari yakawanda,...

Maitiro ekuita basa rakanaka rekusiyanisa chigadzirwa uye chinzvimbo mumusika?Positioning Marketing Strategy Mienzaniso

Kusiyanisa kwechigadzirwa ndiyo yekutanga yekushambadzira nzira yekumisikidza iyo vanhu vanowanzo funga.Kusiyanisa kwechigadzirwa kunorevei?Semuenzaniso, kune chigadzirwa chichangobva kugadzirwa ne e-commerce timu, nzvimbo yekutengesa yetiweki yekushambadzira yavo yaive "basa" pakutanga.Nekudaro, chimiro ichi chiri muindasitiri ...

Chii chinonzi brand Strategic positioning?Trout's Strategic Positioning Kukosha kwe4 Misiyano

Chii chinonzi brand Strategic positioning?Kukosha kwemhando ina dzekusiyanisa muTrout's strategic positioning Jack Trout, nyanzvi yekushambadzira yeAmerica yakakurumbira, yakaratidza mubhuku rake "Be Different: Survival in an Age of Extreme Competition" - Kutarisana Nemakwikwi emakwikwi, makambani anofanira kuwana ...