Salted Fish’s Self-help Strategy

Author Jun's birthday three more for subscription

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Chu Yuanxi looked at Yuan Mu's eyes. Yuan Mu used questioning sentences, but his eyes betrayed her. What she saw was money.

"Isn't it a proper success to make mobile payment after my well-off plan is successful?" Chu Yuanxi asked, "There is no reason for this business not to expand. In my opinion, these dozens or hundreds of convenience stores should form alliances and then push mobile Payment, or UnionPay Cloud QuickPass, which wants to occupy a place in mobile payment and have a financial license, should vigorously win the convenience store channel to push their payment. Unfortunately, there is no one that can make a payment."

"Do you value the convenience store this... channel so much?"

"Yes, it is the channel. Why are convenience stores being valued now? Tmall stores, Suning stores, and JD Convenience Stores, why have they all opened small stores? Back then, the e-commerce company overturned the entity, and now it is the entity itself. Why?"

"Yeah, why?"

"Because of cost + efficiency." Chu Yuanxi opened the document in Liu Lu's hand and pointed to Yuan Mu: "Look here, front-end user experience, back-end cost + efficiency, this is the core of the strategy of selling goods.

Generally speaking, the efficiency of selling goods is slightly higher offline than online, so it goes without saying. Then the cost, the cost includes two parts, the ‘operating cost’ and the ‘customer acquisition cost’. Whichever cost is low online or offline, the capital should go to sell the goods.

The operating cost is definitely low online, but the customer acquisition cost is not. There used to be bonuses online and low customer acquisition costs, but it is now saturated, and offline customers can still be acquired at low cost, so the cost comparison is gradually reversed. Become an advantage. Therefore, offline stores have become channels. In fact, there is nothing new. In essence, they are still competing for traffic. In short, this circuit is going to rise, understand? "

"I don't understand!" Liu Lu raised her hand. "The old supermarkets, Wal-Mart, and even the older street shops, why don't they talk about customer acquisition costs? Or ask: Why do you open a convenience store? Isn't it a supermarket or a small shop? Do you think they still can't do online now? Their customer acquisition costs have always been the same?"

"This, customer and customer are two concepts." Chu Yuanxi said clearly to this door, "Customers can go to your home or to other homes. Buying your home's things is just on the way. But customers are not, customers. It is only going to your home to buy things, or first going to your home to buy things. Customer acquisition cost refers to the cost of acquiring customers rather than customers. Customers are converted from customers. Shops do not have the ability to convert customers. Supermarkets are very It's hard to spread, too few points."

Chu Yuanxi knew that the problems must be connected one by one, and may even form a chain, so he took the trouble: "Then go back to the previous question, mobile payment. Needless to say the benefits of becoming a mobile payment portal, just look at Alipay and WeChat. Convenience store channels are naturally a scenario where mobile payments are used in large numbers. Of course, it is necessary to have the home advantage, but it is not easy to do it well."

Yuan Muxin said that it must not be easy, otherwise the convenience store has gone crazy now. What satellite is Chu Yuanxi going to put this time?

"Although the Convenience Store Alliance can do this channel, it is objectively difficult. But I still want to say that convenience stores have this innate condition. After all, China is still a material capital system. Convenience stores have materials to sell. This is the innate condition. Why no one uses MiPay? Because there is nothing to buy, who buys mobile phones every day? In fact, the payment methods are only those, bank cards, credit cards and small change. Why can Alipay and WeChat work, one has the first-mover advantage, one There is an advantage in importing. Now these two companies have reached a general trend and they can buy things anywhere. Later, if they want to get in, they must find a way."

"Where is Goudong?" Liu Lu asked, "Goudong paid for a long time, and he who paid for the white bar looks like a Jack Horse but didn't push it up."

"Good question. Why can't Goudong get up? Because Qiangdong's way of thinking has been solidified since the multimedia transfer to the online, and all the ways of playing have been focused on the online. Strategic thinking has been solidified for more than ten years and wants to reverse it. , It is estimated that I will have to go to Columbia University for several times, but I can’t eat Japanese food.

Goudong Convenience Store itself is an offline scene, which is an important aid to push payment. As a result, the idea of ​​opening a store is still online. It has light assets and all franchise. It has become a channel for JD to sell goods, so it cannot be opened. Many people on JD’s payment and Baitiao.com are using it, but they can’t get it offline. They can’t find a breakthrough to get out of the circle. "

Yuan Mu nodded quickly: "What about your payment?"

"My payment, as long as the well-off plan itself is successful, the store is opened, and it is actually very simple to let customers use it. I will give a 5% discount. The only problem with pushing payment is how to make other consumption scenarios also use my second Dimension code is as popular as Alipay and WeChat."

"That's what I asked. What is the solution?"

"The solution is my online content. Mobile payment is obviously an online job." After Chu Yuanxi smiled and said nothing, Yuan Mu almost suffocated to death! What is co-authored to push to online content? Is online content a panacea for all diseases? The key is that you can't ask about this stuff now, just ask 666!

So I had to listen to Chu Yuanxi continue to say: "I have approved a long time Goudong~www.wuxiaspot.com~ Goudong's great place is logistics and sku management. Logistics is the main direction of our initial burning of money, and sku management must be refined. Liu Lu asked the role positioning and what role it needs to play. The offline personnel recruitment and management system accounted for half, and the other half was the design and internal control of the corporate structure.

The difficulty of offline lies in the management of people and goods. You are responsible for the management of people, and I am responsible for the management of goods. Using scientific and efficient sku management, regional warehouses, urban warehouses, and local warehouses can be turned around. The offline operation cost can be lower than before, and it can even be slightly higher than pure storage. , Because it can also effectively mobilize friendly warehouses.

In this regard, we must learn from Dagoudong's distribution center strategy. Its self-operated products can only be delivered in local warehouses to ensure the arrival speed, and then turn around in regional warehouses and urban warehouses, but it is not enough, and resources must be integrated. Orders are placed at Goudong Supermarket in the morning, and there is a Wal-Mart near the delivery address. Goudong’s distribution center will transfer the goods from Wal-Mart, so the goods will arrive in the afternoon. Otherwise, even if there is a local warehouse and the goods are shipped to the city and then dispatched, half a day will definitely not be enough for processing. "

In short, each store is an e-commerce stronghold, and traffic and logistics people gather to the store. Directly use the local warehouse if the stock is available, transfer the stock from the superior warehouse or transfer the stock from the warehouse of the friendly army if there is no stock, open up the supply link of upstream manufacturers, and open up the warehouse of the friendly army, our offline part will be done. "