Izinkampani ze-e-commerce zisungula kanjani ezazo izithiyo zemboni?Yiziphi izithiyo zokuncintisana?

Ukuma kwemakethe = ukuqondisa kwamakhasimende + ukuqondisa kokuncintisana.

• Ukuncintisana kwemboniI-Internet Marketingukhiye.
• Ukugxila kumakhasimende kuwukunethezeka.
• Awukwazi ukukhuluma ngamakhasimende ngaphandle kwezimbangi.

UMichael Porter, ubaba wesu lokuncintisana, unikeze impendulo emangalisayo:Okubizwa ngesu lokuncintisana, udaba olubucayi kakhulu ukuzigcina ungangeni emqhudelwaneni.

• Akukhona ngokuthi ukwenze nini kangcono kunomncintiswano, kumayelana nendlela yokukwenza ngendlela ehlukile.
• Ngakho-ke, umnyombo womncintiswanoUkubekaukuhlukanisa.

Ungafinyelela kanjani izinga eliphakeme kakhulu lokuhlukanisa?

Kuwukusungula ezabo izithiyo zokuncintisana nezimboni.

Kodwa-ke, abantu abaningi bacabanga ukuthi i-moat ingumkhiqizo, ukuphathwa, njll., kodwa lokhu akunjalo.

Imikhiqizo yekhwalithi ephezulu, isabelo semakethe esiphezulu, ukusebenza ngempumelelo, nokuphatha okuhle kakhulu kuhle, kodwa kungaholela ekuhlukaniseni nasekuqhudelaneni ebhizinisini.

Kodwa uxolo, lezi zinto azibizwa ngokuthi ama-moats.

U-Buffett ukholelwa ukuthi i-moat iyisakhiwo sokuncintisana, esibaluleke kakhulu kune-CEO.

Ngakho-ke, umsele kufanele uklanywe kanjani?

Yiziphi izithiyo ezivimbela ukuncintisana embonini?

Imodeli yamanje eyamukelwa yimboni ihlanganisa izinhlangothi ezine:

① Izimpahla ezingaphatheki

• Isibonelo, amalungelo obunikazi, amabhrendi anamalungelo aphezulu eprimiyamu, namalayisense athile okuthengisa.
• Umongo wayo wukuthi izimbangi azikwazi ukulingisa noma ukungena.

② izindleko zokukhiqiza eziphansi

• Kukhona insiza eyingqayizivele engakha izindleko eziphansi.

③ Izinzuzo zenethiwekhi

• Izinzuzo zesikali senethiwekhi, isibonelo, opharetha wethula uhlelo olukhethekile lokuthenga i-iPhone, abaningi abashisayo baba abasebenzisi bayo.
• Kodwa abagculisekile kakhulu ngenkonzo yayo, kodwa ngeke bayishintshe eminyakeni eyishumi ngoba bonke abathintwayo bayamazi eyakheInombolo yocingo, okuyinhlanganisela yezinzuzo zenethiwekhi kanye ne-moat.

④ Izindleko zokushintsha eziphezulu

• Ukusuka kumkhiqizo nesevisi yasekuqaleni uye komunye kunezindleko zesikhathi eside, ezihlanganisa izindleko zokufunda kanye nokulahlekelwa ubungozi.
• Umongo wayo ukwenza kube nzima kubasebenzisi ukuyeka.

Eqinisweni, singenza ukususa.Ngicabanga ukuthi into ebaluleke kakhulu yizindleko eziphezulu zokushintsha.

Ungazakha kanjani izithiyo zokuncintisana embonini yakho?

Kunezindlela ezintathu zokusetha izindleko zokuguqulwa eziphezulu:

1. dala i-superuser
2. 锁销
3. ukubophezela kwezinsiza

Iqhinga lokuqala: dala umsebenzisi omkhulu

Muva nje abantu abaningi bakhuluma ngama-traffic pools, empeleni ama-traffic pools awazinzile, ngoba izimoto ziphuma zingena.Kuphela uma iba iphuli yekhasimende elikhulu lapho izoba isithiyo.

Liyini iklayenti eliphezulu?Abasebenzisi abazimisele ukukhokhela imikhiqizo namasevisi akho, owaziwa nangokuthi ithrafikhi enembayo.Ebhizinisini, kulingana nokugeleza kwemali okuqhubekayo.

Isibonelo, ubulungu be-Amazon Prime.

Ake sibone, linikela ngani ngempela?

Nansi idatha ethile:

• E-United States, u-10.7% wabantu baseMelika bangamalungu e-Amazon Prime, kanti u-38% wemindeni yaseMelika isebenzisa isevisi yobulungu be-Amazon Prime.
• Ilungu ngalinye eliyinhloko lichitha isilinganiso sama- $1200 ngonyaka.Futhi ongeyena ilungu elijwayelekile, cishe u-$400 ngonyaka.Kukhona umehluko ophindwe kathathu phakathi kwakho kokubili.
• Ngaphezu kwalokho, ngo-2018, isitokwe sase-Amazon sikhuphuke ngo-30%, kanti i-Standard & Poor yehle ngo-6.7% ngesikhathi esifanayo.
• Ngakho-ke i-Amazon ithe into esemqoka yokuthi kungani sizinze kangaka ukuthi sinamalungu ayizigidi eziyi-XNUMX.
• Ilungu ngalinye ngokuyisisekelo likhokha imali minyaka yonke, futhi izinga lokuvuselela lifinyelela ku-90%.

I-Amazon ikwenza kanjani lokho?

isinyathelo sokuqala, hlunga iqoqo lamakhasimende kudatha yokuqala yokuziphatha, futhi uthole amakhasimende athile anemvamisa ephezulu yokwenziwe.Ngesikhathi esifanayo, thola amaphuzu obuhlungu kumakhasimende akhona anemvamisa ephezulu yokuthengiselana.

Ngenkathi i-Amazon yethula lobu bulungu obuyi-Prime ngo-2005, yathola ukuthi inethiwekhi yokulethwa okusheshayo e-United States ayivuthwanga njenge-China, ngoba abantu abaningi bahlala ezindaweni ezihlakazeke kakhulu, ngakho-ke inikeza insizakalo ebaluleke kakhulu: ukulethwa kwamahhala kwezinsuku ezimbili. .

Selokhu labanjwa leli phuzu lezinhlungu, amaphuzu amaningi ezinhlungu aseqalile ukunqwabelana.

Isinyathelo sesibili, waqala ukuklama iphakheji ephelele ye-value-added yabasebenzisi abakhulu.

Amaphuzu obuhlungu kuphela angamkhanga, kodwa hhayi ukuthi amgcine.

Inani elikhulu lezinsizakalo ezingeziwe kufanele zihlinzekwe kulawa malungu.hlanganisaokungenamkhawuloInani elikhulu lomculo nevidiyo, isitoreji sezithombe esingenamkhawulo, kanye nesigidi esingu-100 sezincwadi ze-Kindle ongaziboleka.

Kukhona futhi isaphulelo sika-25% uma ukhokha kusengaphambili.

Isinyathelo sesithathu, ukushintsha idatha yekhasimende ibe yimpahla ukuze ithengiselwe nezinye izinkampani.Ngoba nginamakhasimende ayizigidi eziyi-XNUMX agcina idatha kunethiwekhi, ngiyazazi izinto azincamelayo.

I-Amazon ibambisana ne-Moto kanye ne-Blu, omunye umenzi wezingcingo.Esikhathini esedlule, lezi zinkampani ezimbili zazithengisa omakhalekhukhwini, enye ibiza u-$99 enye ibiza u-$199, kanti intengo yenkontileka e-Amazon yayiphansi ngo-$50 kuya ku-$70.

Kungani i-Amazon ingenza lokhu?Ngoba linempahla yeklayenti elizoshintshana nawe, ukuthenga okuzinzile kwesisekelo seklayenti, nedatha.

Ngakho-ke lokhu kusho ukuthi uma ususungule ilungu, ungase futhi wethule abanye abakhiqizi ukuthi basebenzisane nawe ngethrafikhi enembile ukuze banikeze amasevisi angeziwe e-value-added kumalungu aphezulu.Lokhu ukusetshenziswa kwezimpahla zeklayenti.Kungenzeka ukwenza le nsiza ibe uhlobo lokulingana futhi uyibophe nezinye izinkampani, okuba uhlobo lokuphindaphinda kokulingana.

isinyathelo sesine, ukushintsha ilungu eliphakeme ukusuka ekuphathweni kwevalue-added kwezintshisekelo kuya ekuphathweni kobunikazi.

UJulayi 7 ubizwa nge-Prime Day, futhi ngalesi sikhathi, amanani entengo e-Amazon kumalungu aphansi kakhulu.Ngokuvamile, ngaso sonke isikhathi kulolu suku, ukuthengisa kuzokwenyuka ngo-15% noma ngisho no-90%.

Kungumnyakazo oqondile, kodwa empeleni kuwukuphatha okungeziwe kobunikazi.

Ekuphetheni.Izinkampani eziningi zaseShayina ezingamalungu amakhulu, okuhlanganisa i-JD.com ne-Ele.me, zinamasu abukeka emuhle futhi asebenziseka kalula, kodwa azizange zizuze impumelelo efanayo ne-Amazon lapho zilingisa.Enye yezinto ezibalulekile ukuqonda ngezidingo zamakhasimende.

Ukuze uthole amaphuzu akhe ezinhlungu, ichibi lomsebenzisi lizokwakhiwa kuphela ngemva kokuxazululwa kwamaphuzu amaningana ezinhlungu.Ngemva kwalokho, kwakhiwa iphakethe lokukhuphula ukulingana, futhi kwenziwa ukubambisana kwemingcele nezinye izinkampani, ukuze lokhu kulingana kwandiswe.

Esinye isici esibaluleke kakhulu ukuhlonza ubuwena, hhayi nje into elula yenzuzo.Ngakho-ke ngicabanga ukuthi kunezinto eziningi ezingenziwa umsebenzisi omkhulu e-China.

Iqhinga lesibili: vala iphinikhodi

Iyini iphinikhodi?Ake siqale sibone ukuthi inkampani ekwazi ukukhiya ibukeka kanjani, le nkampani ibizwa nge-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。

Ngamanye amazwi, imali egcinwe ku-Starbucks yilawa malungu e-Starbucks Rewards isetshenziselwa ukusekela ukuthengiswa kwayo konyaka okungu-1/4. Eqinisweni, ngaleli khadi lelungelo, u-1/4 wethuba uvinjelwe kusengaphambili.

Ngo-2017, abakwa-Starbucks bakhiphe idatha ethi imali egcinwe ekhadini le-Starbucks Rewards kanye nenkokhelo yeselula idlule amadola ayizigidi eziyizinkulungwane ezingu-12.Lesi samba semali esikhona sidlula esamabhange amaningi e-United States.

Ngakho-ke, iphinikhodi yokukhiya isekelwe ekuqondeni umjikelezo wokusetshenziswa kwekhasimende, ukukhiya umsebenzi wekhasimende noma amathuba okuthenga kusengaphambili.

Uma ufuna ukwenza isilinganiso sokuguqulwa, iphinikhodi yokukhiya izinga eliphezulu kakhulu elingakusiza ukuthi usethe isilinganiso sokuguqulwa.

Ngoba inemisebenzi eminingana:

1. Okokuqala, nciphisa ingozi futhi uqoqe imali kusengaphambili;
2. Okwesibili, ngokunciphisa izindleko zokumaketha, ungakwazi ukunikeza amakhasimende ngokunembile izinsiza ezengeziwe ze-value-added.Awudingi ukusebenzisa le mali ukuze usatshalaliswe.Awuvamile ukubona izikhangiso ze-Starbucks;
3. Okwesithathu, ukuvimbela izimbangi, sasivame ukucabanga ukuthi umnyombo wokuncintisana usendaweni yokugcina, kodwa ngokukhiya, ngathola imali kusengaphambili, futhi mancane amathuba okuba athenge izinto kubancintisana nabo.

Ngakho-ke, izinga eliphezulu lokuvaleleka liyisibaluli sezimali. Ngizobuyisela imali kuqala.

Khona-ke ungasebenzisa le mali ukuze wandise ibhizinisi elengeziwe, noma ukusebenzela kangcono amalungelo nezintshisekelo zamakhasimende, wenze iluphu evaliwe.Izinkampani ezinhle zingakha i-loop evaliwe kanye ne-flywheel yokusebenza.

Kukhona futhi icala elijwayelekile, okungukuthi, edolobheni elincane, kunenkampani ebizwa ngokuthi i-Love Fan, eyenza ukudla.Imodeli yayo iwukuthi njalo lapho ikhasimende lidla lapha, licabanga ukuthi lisebenzisa ama-yuan angu-3000, litshela ikhasimende ukuthi i-oda lingayekwa namuhla—inqobo nje uma wonga ama-yuan angu-6000, i-oda lizoba mahhala kulokhu.

Lokhu kulingana nesaphulelo esingu-6000%, enye nje indlela yokukusho.Kodwa abathengi abaningi basindise ama-yuan angu-XNUMX ngenxa yalokhu kukhanga.Lokhu futhi ukuziphatha okujwayelekile kokukhiya.Ngakho-ke, ngemva kokuba indawo yokudlela kuleli dolobhana elincane isebenzise le ndlela izinyanga ezimbili, bambalwa kakhulu abantu abaya kodla kwezinye izindawo zokudlela, futhi bonke bavalelwa yiyo.Lokhu futhi kuyimodeli esebenza kahle kakhulu yokwehlula izimbangi.

Iqhinga lesithathu: ukubopha insiza

Leli qhinga lilungele kakhulu amabhizinisi e-B2B.

Iyini insiza ebophezela?Iwukwenza le sevisi ibe insiza enezindleko eziphezulu zokuguqulwa ngesevisi ejulile ngesisekelo semisebenzi yasekuqaleni yamakhasimende.

Izinkampani eziningi ze-B2B zisengozini uma zishintsha abahlinzeki.

Ngakho-ke, uma ngifuna ukugcizelela le ngozi, kuyadingeka ukwandisa ukunamathela kwamakhasimende futhi kuqedwe lezi zingozi kumakhasimende.Okokuguqula lobu budlelwano bokuhweba bendabuko bube ubudlelwano obuhambisanayo obunamasu.

Isibonelo, othile waya e-Baosteel ngomunye unyaka futhi wabona ukuthi i-Baosteel ineqembu labathengisi lamakhasimende amakhulu asebenza amahora amaningi kumakhasimende kunase-Baosteel, ngakho banobudlelwano obuboshelwe ngokujulile namakhasimende.

ukwenzaUkukhuthazwa KwewebhuLapho ngibonisana nokuzijwayeza, ngihlangabezane nesenzakalo esithakazelisa kakhulu.

Okusho ukuthi, ngomunye unyaka, uTetra Pak wathola inkampani futhi wathi ngizokunikeza imali yokubonisana nawe futhi uzobonisana noMengniu, okwenza abantu bazizwe beyinqaba kakhulu.Ngenxa yokuthi i-Tetra Pak ithengisela i-Mengniu izinto zokusebenza, i-Tetra Pak ingasiza ukubonisana no-Mengniu. Eqinisweni, lena imodeli ejulile yokubopha insiza, ejulisa ubudlelwano.

EzentengiselwanoIzinkampani zingazakhela kanjani ezazo izithiyo zemboni?

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