What’s Wrong With Me Being a Rich Man?

Chapter 144 The End and Dawn

Li Jing was persuaded to come back.

But Yu Xing does not distinguish between people and still wants to talk about the topic of vertical e-commerce. He is not here to chase stars, and he neither wants nor needs to look at this person's expression.

Similarly, Bi Sheng from Letao.com also finds this kind of topic discussion interesting.

So, Li Jing was watching coldly in the recording scene, and the other bosses talked about vertical e-commerce, but did not involve Lefeng.com.

Yu Xing thinks the interesting point of the topic of vertical e-commerce is that almost all of these vertical e-commerce players died, and only one Vipshop survived.

Compared with Lefeng.com, focusing on the marketing of TV programs, one of the choices is actually very different from it, that is, Jumei Youpin, which was originally featured on the "You're the One".

Chen Ou, the founder of Jumei Youpin, has become popular with the advertisement of "I endorse myself" and uses the Internet to achieve a large number of communication. He himself continues to participate in various programs and becomes a generation of Internet celebrities.

As an e-commerce company, Jumei Youpin's marketing is obviously more in line with the Internet, and it has achieved greater achievements over a period of time and was eventually listed on the New York Stock Exchange.

Yu Xing talked about the marketing intention of Lefeng.com before, not to let Li Jing give up offline programs, but to promote it through multiple channels. Both are not either this or that. As for "responsible for investors' money" and "Internet advertising is very Expensive words...

He wasn't sure whether this person was intentional or sincere.

The discussion about Lefeng.com did not continue. Yu Xing listened to the thoughts of several bosses while thinking about the turbulent e-commerce in his mind.

The competitive landscape of domestic e-commerce platforms will actually soon form a situation of duopoly. Penguin and JD.com, Alibaba and Suning joined hands. At that time, they generally believed that the overall situation of this market had been determined and no new variables would appear.

However, from Pinduoduo to Douyin and Kuai's live e-commerce, the domestic e-commerce market has almost changed in just a few years, and the process is not inferior to the formation of a bipolar situation.

The seemingly solid market shocked countless people's chins, and there is still a strange flower of vertical e-commerce here.

Yu Xing felt that Vipshop not only did not die, but could develop, which is worth pondering.

Bai Xiaosheng is practicing the project route of vertical segmentation and then pushing himself to others. Where can such a group of people who are doing vertical segmentation in the e-commerce field start to survive the hardships?

Bi Sheng from Letao.com is still talking about his ideas: "I started my business last year and got the idea from the investor Mr. Lei Junlei. He asked me to sell toys. I had no idea at the time and wanted to sell toys. Sell ​​toys!”

"We have sold toys for several months, but we are actually close to break-even, but I found a problem: the limitations of toys are too great."

"Although our online toys are cheap, the money for children comes from their parents. Most parents in China are more willing to spend money to enroll in cram schools for their children. This bottleneck is too big!"

"But footwear is different. Amazon abroad is discussing acquisitions with the footwear vertical website Zappos. This is definitely a deal worth hundreds of millions of dollars. Amazon also thinks this direction is valuable!"

"Shoes are easy to standardize, and the pressure on warehousing and logistics will be low. Moreover, we are engaged in agency sales, and funds and pressure on goods will be better than purchasing!"

Bi Sheng was passionate and confident.

This confidence comes more from the current situation. The footwear test surpassed toys in the first week, which is simply a smooth road.

When Yu Xing heard this, he wanted to speak but hesitated a little.

Host Zhang Shaogang read this behavior in time and said with a smile: "I think President Yu has something to say."

Yu Xing picked up the microphone and put it down, but finally picked it up: "I'm afraid Mr. Bi won't record it anymore."

There were laughter everywhere.

Li Jing wanted to have an attack and endured it. She had already seen that her celebrity halo was not effective with the young entrepreneurs.

Bi Sheng said at this time: "Please say, Mr. Yu, allow you to be sharp."

Yu Xing felt that this label was a little too much to be thrown away, but he didn't care. He pondered: "President Bi said he sold shoes, and said that the shoes were easy to standardize. This is compared with the toys he sold before, but put the shoes in In the entire e-commerce market, we can see that, for example, clothing products with a wider audience, have strong non-standard attributes."

As the name suggests, the former has a large difference in specifications, styles and quality, while the latter has a unified standard.

Yu Xing moved the footwear in a circle and continued, "The strong standard attributes mean that you have a higher dependence on the brand. I think this should be understood by everyone."

Bi Sheng's thoughts turned twice, and his brows frowned, affirming this statement: "Yes."

"For products with large brands, they naturally have to ensure more profits. They cannot give you a big piece." Yu Xing's thinking gradually straightened out, "And, Mr. Bi, we can't just be vertical and detailed There is a problem that is very critical when dividing this circle. Comprehensive e-commerce platforms like Taobao and JD.com have also begun to extend their tentacles into sub-categories. What other advantages can you have left?”

Bi Sheng said without hesitation: "I am faster than it, I can accumulate more subdivided users than it, and I can establish a brand tone for professional shoes selling."

"Take footwear as an example, users like the brands most, such as Nike, Adidas, Li Ning... They won't be exclusive to you. The big platform may give more discounts, and the traffic of the comprehensive platform is larger. , in this way, traffic and discounts come over, can you have any so-called advantages? "Yu Xing continued to ask.

Bi Sheng sneered: "As you say that, vertical e-commerce will die, so there is no need to do it."

Yu Xing spread his hands, looking as if you were right.

Bi Sheng suddenly swallowed unconsciously and his voice slowed down a little: "What do you think?"

"I think we can do some calculations, and we can do some calculations for friends who do vertical e-commerce." Yu Xing said without any haste, "Let's dissect a vertical e-commerce company."

Before Bi Sheng could ask how to dissect it, he heard the question thrown by Yu Xing.

"Mr. Bi, are vertical e-commerce companies roughly these cost categories, logistics, warehousing, return logistics, customer service, technology, management, promotion, and packaging." Yu Xing stretched out his hand and listed it one by one.

He thought for a while and stretched out his ninth finger: "Oh, there should be a handling fee. How much does these add up to the total cost? That is, if you sell shoes worth 1 million, how much does it cost to get the logistics cost for you to buy for 1 million yuan? ? How much does it cost to store? How much does it cost to make this 1 million yuan of goods around customer service, technology, etc.?"

If it’s not the boss, just be clear about these things.

At least, Bi Sheng could not give the answer immediately, but he didn't feel embarrassed and directly took out the phone and called it to his colleague.

The recording of the program has temporarily slowed down, and there are also audiences in the audience guessing and trying to calculate.

Yu Xing glanced at it, and Li Jing on the other side looked straight, afraid that she would also have to do it silently.

It does not require a particularly accurate value, and both up and down floats are within an acceptable range.

While making a phone call, Bi Sheng simply asked the program team for pens and papers, and then added them one by one. The logistics should be 10%, the reverse logistics for returns should be about 3%, and the warehousing should be 10%, and the technology and customer service should be added together. 5%, management 10%, marketing promotion 10%, collection fee 2%, packaging 1%.

These add up to 51%.

Bi Sheng checked twice and realized something, and started to sweat a little on his head.

He looked at the numbers, was silent for a while, and reported it: "I'm almost 51%.

That is, if you sell goods worth 1 million, the company's overall cost is about 510,000.

Yu Xing was also surprised when he heard this. You are dead justifiably.

He leaned forward, looking for Li Jing's gaze.

Although the two were a little unhappy before, Li Jing also gave a similar look.

Yu Xing asked again: "Are you sure it's this number? Are you sure it's so high?"

Bi Sheng made a gesture, dialed the phone again, and checked the authenticity of this number again.

This time the speed is very fast.

Bi Sheng said: "On average, it may be able to reach 45%.

Yu Xing listened to his tone and felt a little pitiful and said decisively: "Okay, even if it is 45%, can your gross profit from selling shoes reach 45%?"

For shoes worth 1 million, Letao.com will have to pay a cost of 450,000 to sell them. If this batch of shoes worth 1 million is profitable by 450,000, it can ensure that the entire company breaks even.

The problem is that the standard footwear depends on the brand, so how much can the brand leave for online channels like Letao?

Bi Sheng thought hard for a moment and said, "We have the opportunity to reduce costs when we expand our scale."

"Mr. Bi, I'm not going to hit you, but let alone shoes, looking at the entire e-commerce market, categories with gross profit exceeding 45% are probably rare." Yu Xing reminded, "The competition in e-commerce will inevitably increase." It is getting more and more intense, and the gross profit now must be adjusted greatly. "He said: "Can you expand the scale, can't those platforms that are originally large in scale be expanded?"

Cai Dabiao, who was really attacking his husband, had an objection at this time: "Yu always exaggerates, expands the scale, occupys the market, and builds a brand. These are the moats of vertical e-commerce."

Yu Xing said bluntly: "These are all false moats! In the final analysis, the profits of sub-categories are limited and cannot be balanced through other categories. What you said is also done by big platforms."

He continued: "Big platforms will develop horizontally and vertically. There is no doubt about this, right? Who would put the market and not want it? Now looking at the products of the entire market, the gross profit margin of women's clothing and makeup is definitely good, but They will also go through the test, and the same sentence is the case, they can do it too."

Bi Sheng's efforts to **** his saliva unconsciously after saying a few words.

You can talk about moats, brands, scales, and users, but putting aside these things, the most essential formula of "revenue-cost" is too simple and clear!

It's just like it, it's like...

Bi Sheng suddenly remembered what Yu Xing said before, "Anatomy"!

—We dissect a vertical e-commerce company.

Gross profit cannot contain operating costs, and there are large platforms on it. What is the way out?

Competition will inevitably become more and more intense, and product profits will inevitably become lower and lower. According to this prediction, the gap in losses will further increase.

When Li Jing heard this, she finally couldn't help but say, "Competition exists everywhere. As long as we run fast enough, we will definitely be able to reach the end."

No mistakes, one song, one content, one in 6, one book, one bar, one reading!

Yu Xing smiled and said, "Do you want to compare TV shows with the Internet?"

It sounds nice, but it is deformed when actually doing it.

Bi Sheng frowned, his heart was on the verge of breaking, and he slowly said, "As you say, the death of vertical e-commerce is inevitable, and even the path of vertical segmentation cannot be done at all, even your Baixiao The same goes for life.”

The truth is common, and the development trend of large platforms is the same logic.

Everyone present stared at Yu Xing and wanted to listen to his explanation.

Yu Xing said casually: "Vertical e-commerce and vertical segmentation are two different things. Bai Xiaosheng's workplace platform has different attributes and giants have their own positions, so they can't do this."

Bi Sheng was confused and then slapped his thigh: "Damn!"

He understood the subtlety here.

Made, it's the essence!

Yu Xing looked at Bi Sheng with a smile, and didn't think it would be wrong to talk about this after Bai Xiaosheng accumulated the advantages of this. Instead, he felt that the more he promoted this attribute, the more he could gain everyone's trust. .

Li Shanyou from Ku6.com next to him thought about the topic and said back to e-commerce: "Vertical e-commerce is different. Big platforms have no restrictions on position and so on. Competition seems destined to be comprehensive. If you understand the logic like this, the way out for vertical e-commerce is really Not good."

Calculate costs, sort out logic, and look at development. The future of vertical e-commerce is simply dark.

The size and speed of large platforms will only increase faster.

Yu Xing pondered and thought: "So, I think, well, it's my personal opinion..."

Bi Sheng urged, "Don't keep it a secret!"

"I think there is no way out for Letao.com." Yu Xing didn't keep it.

Bi Sheng stood up all of a sudden and even recorded a piece of cake!

Yu Xing coughed: "My personal opinion is, should we correct our idea of ​​vertical segmentation? Now, we sell specific products of segmentation to segmented users, such as Letao.com and Lefeng.com. The self-limiting of the group is questionable."

"This draws a circle and then announces the self-win of vertical segmentation, which can only be overwhelmed by the torrent of the giants' development."

"If you really can survive, the vertical e-commerce vertical is to deeply cultivate a model different from the comprehensive platform to carry out integrated retail."

Vertical is the pattern, not the subdivided product.

For example, the essence of Vipshop is the special sale model, which is to make brand discounts, limited-time rush purchases and genuine products guarantees.

It initially sold the final product, providing value on both supply and demand. Merchants handle inventory to save warehousing and management costs, while users get high-quality products at preferential prices.

But this is not enough to survive the **** mode of e-commerce. The supply chain turnover system built around the special sale model is the key, and it is an excellent supply of brands and styles to accelerate turnover.

Bi Sheng stared at Yu Xing with his eyes, and he felt something in his mind, and he felt a fog again.

Li Jing shook her head slightly, feeling that it was too much of a talk.

"Bosses, have you finished talking?" Seeing the scene calmed down, the host guessed that this part would not be cut into it, and said with a smile, "Are we still recruiting people?"

Yu Xing hurriedly said, "Zhao, I'm sorry, I'll just chat about it casually."

He turned off the lights casually and continued to wait for the elite he needed.

The process restarted, however, the two vertical e-commerce bosses were in a heavy mood at the same time, and even the other bosses felt a murderous aura that was blowing into the face of giants.

How could the giants just stop in the e-commerce market?

The second episode ended in a slightly downer atmosphere.

Yu Xing still didn't stay to greet him, but before he even rode his electric bike, he was stopped by the producer Xu Rongxuan who was chasing out.

"Hey, Mr. Yu, Mr. Yu." Xu Rongxuan approached and informed him of a message, "Bi Sheng and Li Jing are not recorded..."

Yu Xing said "Uh": "Blame me?"

"Don't you blame me, are you blamed?" Xu Rongxuan said helplessly, "I have to cut this piece of you."

"Hey, don't cut it, I'm really a real thing." Yu Xing shook his head, "If I hadn't sponsored the show, I wouldn't have talked about these things."

Xu Rongxuan said angrily: "Dynamic information, you have to lose all the guests of the show, so what else do you do?"

Yu Xing thought for a while and said, "I said before that the program will have more vitality in communication with forums and can make many people think, Director Xu, really, you can protect yourself."

Xu Rongxuan smiled and said, "You are pretty good-hearted? You have to look at the effect when doing a show."

"Director Xu, you have a misunderstanding of me." Yu Xing said seriously, "This is how you do not cut it. I will give you a piece of information that is definitely a topic in the show."

Xu Rongxuan asked, "What is it?"

Yu Xing shook his head: "I can't say it now."

Xu Rongxuan was suspicious, thinking that the financial owner was fooling him, but suddenly noticed the awesomeness in his eyes, and felt that he had definitely not misunderstood him. He asked tentatively, "Is there any news on your website?"

Yu Xing smiled and said, "Otherwise, why do we name Bai Xiaosheng? Bai Xiaosheng, Bai Xiaosheng, please ask for information."

Xu Rongxuan had a churning thought and quickly made a decision: "Okay, that's it. The subsequent recording will be completely scheduled. I will first cut two episodes to show the effect on the TV. It should be fine."

He thought for a few seconds and said, "Do you have any key points in this paragraph? You must try to be as contributing as possible to the practical information."

"Isn't it enough for the two vertical e-commerce bosses to break their hearts?" Yu Xing joked.

Xu Rongxuan was helpless, and it was rare to leave three guests in two episodes of the show.

Yu Xing lowered his head and thought, "The future of vertical e-commerce is dark, but please don't walk into that good night gently."

Xu Rongxuan understood for a while and smiled and said, "You are letting them die while standing."

Yu Xing nodded: "I also want to make a comparison tool for the prices of e-commerce products, so I can die faster."

Xu Rongxuan was stunned and commented: "Your heart is so good..."

(End of this chapter)