65438+1On October 20th, Li Chengdong, the founder of Dolphin Club, delivered an annual speech on "professional" e-commerce in Beijing. At the meeting, Allen Zhu, a partner of Jinshajiang Venture Capital, also delivered a keynote speech, and pointed out that the traffic bonus boosted the sales of some brands, but this did not reflect the real strength of the brands. What really touches users and investors is the ultimate product. "It is difficult for new brands to get investment, but we must survive the cold winter and maintain a stable gross profit margin for repurchase." Allen Zhu said.
Investors value products most.
"In the first half of last year, many brands raised funds for three or four rounds, and investors snapped them up, but we had problems at first glance. Those brands rely on goods to rush sales, and sales plummeted in the second half of the year. " Allen Zhu said.
In the past six months, the sales of many well-known brands have dropped significantly, and some have dropped by more than 70%. This phenomenon happened in the era of PC e-commerce more than ten years ago, and it was also based on advertising. Once advertising stops, sales will plummet. The dependence of e-commerce on traffic can be seen. Take a maternal and infant brand in Allen Zhu as an example. The sales of this brand have increased rapidly, but some users don't even remember the name of this brand. They only bought it because there was a big V recommendation with goods. Once the big V is no longer recommended, many users will not buy it.
Allen Zhu pointed out that there are many new brands on Tmall, which are growing rapidly, and many of them have become the first in sub-categories. But the shortcomings of many brands are obvious, and product innovation is not enough. How to make the products truly liked by consumers and keep growing continuously is a problem.
Therefore, the active repurchase of users is really valuable. What brands need to think about is how much sales come from users' active repurchase. In Allen Zhu's view, more than 50% of users actively visit and purchase, which makes the company develop healthily and can withstand the cold winter.
Allen Zhu believes that products are king, because the most important things in consumption are products, channels and prices. If you master two of these elements, you can achieve short-term success, but if you want to achieve long-term success, you must master the product. Long-term success must be based on the advantages of the product itself. Being the king of products is that 80 points is not enough, and 100 points is not enough. It takes 65,438+020 points, and the product must be obviously superior to the competitors in order to succeed.
The flow bonus can only be eaten for one or two years. To establish a long-term brand, we must establish product advantages. How to measure product advantages? The first is the repurchase of users, and the second is the sustained and stable gross profit margin.
How do new brands spend the "cold winter"
Allen Zhu said: "Although there are more than 65.438+million new brands in China, I believe that there will not be more than 654.38+ 00 brands that can sustain10 billion. In such a cold winter this year, I believe that there are still opportunities for new brands, but there are certainly not many opportunities. " New brands need not be discouraged. As long as it can develop healthily, grasp the needs of users, train users to buy again actively and maintain their gross profit margin, it will eventually come out in 5- 10 and become a healthy consumer brand.
"Consumption is not without opportunities. It is difficult for new brands to get investment, and they must survive the cold winter. After 3-5 years, we will rely on the existing funds to grow slowly and maintain stable repurchase and gross profit margin. " Allen Zhu said.
The consumption behavior of post-95 s and post-00 s in Z era is very different from that of post-70 s and post-80 s, and there are a lot of opportunities to redefine categories all over the world. Allen Zhu thinks that only those categories that can make users buy again stably and have high gross profit margin, such as soda, quick-frozen coffee and low-alcohol wine, can cultivate users' habits, and only when they have very healthy gross profit margin can they have a chance to do it again.
At the same time, the product must be the ultimate. For example, the domestic beauty brand Hua has achieved the ultimate in product design, and many users will not throw away the packaging box after buying it.
It is also important that products can find a very clever breakthrough in the market, such as quick-frozen coffee, soda and homemade hot pot, many of which are new products launched by new brands. Can we continue to introduce new explosions? How many years can "one move fresh" last? Test the ability of new brands.
Now the total scale of offline catering exceeds one trillion, and Allen Zhu thinks that the offline catering industry in China will reach 10 trillion in 10. Domestic offline chain restaurants have just started, and the top categories are expected to be listed 10. "We are now investing in coffee, tea, hamburgers and fast food, such as Convenience Bee, Wild Cuishan and Lanzhou Lamian Noodles. Offline retail catering requires entrepreneurs to explore new and standardized chain catering category opportunities. "