Analysis of marketing management cases I:
Wanshangbu: B-side e-commerce independent and unified with logistics
Just like the development of C-end e-commerce, the evolution of B-end e-commerce also needs a process. In this process, Wanshangbu, the circulation e-commerce platform in Yantai City, Shandong Province, has firmly grasped the emerging e-commerce opportunities and provided a good model and platform for the new round of dealer transformation.
From logistics to platform, the two complement each other.
Wanshangbu is a B2B circulation e-commerce platform with dealers and retail stores as the main body, which currently radiates to five districts in Yantai City, Shandong Province. Simply put, retail stores choose the goods of major dealers to place orders on the platform of Wanshang, and the goods of major dealers are uniformly stored, loaded and distributed by Wanshang.
However, where does it come from?
1992, Yishang Logistics, which experienced the restructuring of state-owned enterprises and private enterprises, was Liu Zhongmin's first project. After the restructuring, Yishang Logistics has two major advantages: one is financial advantage, and the other is warehouse management advantage.
Liu Zhongmin got the support of the bank10 million yuan because of the sound financial books of state-owned enterprises. From 1992 to 2002, the revenue of Yishang Logistics increased by about 500 million yuan. So after 2002, Liu Zhongmin bought 100 mu of land and built a storage base of100,000 square meters (because it is a three-dimensional shelf, it is equivalent to 350,000 square meters of ordinary warehouses), which is also the largest one in Yantai.
With this foundation, Liu Zhongmin cooperated with Inspur Software to establish today's online platform of Wanshang Shopping, positioning itself as a professional centralized warehousing and distribution.
It can be seen that Wanshang Shopping has the following two major value points: First, the e-commerce platform, under the powerful ERP enterprise management software, retail stores can place orders with APP or scan code on mobile phones, which is convenient and fast; The second is warehousing and logistics. Retail stores purchase goods on the online platform purchased by Wanshang, and deliver them through Yishang Logistics' powerful warehousing and distribution capabilities, twice a day and once in the morning and afternoon.
Flat mode to seize the customer market
At present, there are about 300 dealers who have settled in Wanshangbu, accounting for 15%-20% of the whole commercial market in Yantai. Through the flat system model, Wanshangbu is gradually occupying a larger customer market.
Yantai * * * has more than 9,000 stores, and it will take several months for the dealers to deliver the goods to these stores separately. So dealers will form two groups of merchants through various communities, and the second group of merchants will have to carry out repeated loading, repeated warehousing and repeated distribution, so the cost will be quite high.
Through the platform of Wanshang Shopping, the goods are directly sent to the store through the logistics system in the background, which saves the dealer the cost of 10% of the transfer link, and this cost of 10% is very huge.
In addition, because Wanshang purchases centralized warehousing and centralized distribution, it can also save 70% of the logistics costs for dealers. According to Liu Zhongmin, logistics costs account for about 70% of the total cost of dealers, and centralized warehousing and distribution can save 70% of the costs, so the total cost of dealers can be saved by about half.
The profit model of Wanshangbu is also very simple. In addition to charging 3% platform management fee, under the flat management and intensive distribution mode, the warehousing and distribution fee of Wanshangbu is about half cheaper than that in the market.
In addition to the existing more than 300 dealer partners, Liu Zhongmin said: "In fact, in recent years, dealers have worked very hard and it is difficult to make money. It is also a phenomenon that they are cautious and will not easily transform."
In Liu Zhongmin's view, this also reflects the 28 th rule of social diversion-20% people move forward and 80% are eliminated. For Wanshang, it is necessary to do that 1% to lead 20% people to move forward. No one can do everything, and a large number of people will be eliminated in the process of social development, otherwise there will be no progress.
For dealers, Wanshangbu is a platform, a platform software for managers, and the focus of this model is Yishang Logistics. If the dealer chooses the mode of "buying by all merchants", it may not be strange in the whole country at present. Maybe there will be thousands of people doing it in a certain city, but now many of them are almost closed down.
Why? Because the surface of this model is only the tip of the iceberg, and the real foundation under the iceberg is the logistics distribution system.
At present, the sudden emergence of B-side e-commerce, especially the interception of JD.COM and Taobao, shows that the mode of B-side e-commerce is very correct and the direction is unquestionable, and it is time for those dealers who are still waiting in a sad face to reflect and change.
Analysis of marketing management cases II:
Assam's little milk tea: the old tree opens new flowers, and the feelings don't match.
In 20 15 years, the situation of the whole beverage industry was not particularly ideal. Many enterprises brought forth the old and brought forth the new to turn the tide, but the effect was not significant. A unified new Assam milk tea slowly appeared in everyone's field of vision. This little milk tea, with its cute image, entered the market at a high-end price. In June last year, it successively tested water in North, Shanghai and Guangzhou.
Recently, the author saw this legendary sprout in the supermarket. After seeing the real thing, I tried it. I couldn't help thinking that this little milk tea has been on the market for half a year and has been tepid. There are still some reasons.
Product positioning: selling feelings is hard to attract consumers.
Let's talk about taste first. In 2009 10, Uni-President launched Assam milk tea with a pet of 500ml, and in September 20 14, Assam milk tea was officially renamed as "Uni-President Blue Assam Milk Tea". 500ml Assam milk tea has a special taste, strong milk flavor and tea fragrance, which is loved by consumers and is becoming more and more popular in the market. This time, this little milk tea continued the taste of Assam, basically unchanged, and the taste was the same as that of 500ml bottled milk tea.
In terms of product positioning, Assam small milk tea focuses on emotional cards, recalls the taste of childhood, restores the original flavor of milk tea, and wants consumers to agree that "Assam small milk tea = simple milk+tea".
Obviously, Assam's little milk tea wants to sell feelings, but this feeling is old and nothing new. Now many products pay attention to returning to the original, returning to the purest and simplest, but as far as milk tea categories are concerned, this positioning is difficult to cause * * * sound. Like Mengniu Pure Milk, it has developed better in this direction. The product of milk often appeared when I was a child. It is relatively easy to make milk with this product positioning and cause consumers to scream.
Consumer group positioning: the span is too large, and the group positioning is inaccurate.
The mainstream consumer group of Assam small milk tea is located in the young fashion group of18-30 years old. In my opinion, the span of this consumer group is actually relatively large. 18-year-old young people are "post-95", and young people around 30 are "post-85". There is actually a generation gap between the post-95 s and post-85 s young people, and their consumption views are not the same.
The post-1995 generation is a generation with distinct self-awareness. Although it pays attention to individuality, entertainment and enjoyment of the present happiness, compared with the impulsive consumption and strong brand awareness of the post-1985 generation, the post-1995 generation thinks that both price and quality are equally important, which can be described as a shrewd and practical "economic man".
In terms of consumption, the "post-95 s" will consider whether a product is worth the money from multiple dimensions such as price, quality, appearance and practicality. Although they also value brands, more brands in their hearts mean that the comprehensive score of goods must be high. The post-1995 generation's cognition of quality is completed through brand and price, which can also be said that the post-1995 generation's consumption is quite rational.
Overall, the price, quality and appearance of Assam milk tea are a bit neither fish nor fowl. Practicality is not as good as 500ml Assam milk tea, and brand personality is not as good as Xiao Ming's classmates. The only bright spot may be that the packaging design is relatively cute-the literature is small and fresh, but the feeling of being real is really average. After all, it's made of PET. Although it has pearlescent effect, it has little texture in the hand, and it feels uncomfortable. Generally speaking, little milk tea basically does not have the personality and particularity needed by "post-90 s" and "post-95 s" If this package is put in the hands of a young man aged 25-30, it always looks childish.
They are all unified new products, and Xiao Ming has done a good job. The positioning of consumer groups is very clear, that is, they are to be sold to "post-90 s" and "post-95 s", which are very compatible with the positioning of consumer groups in terms of taste, price, packaging design and publicity.
Therefore, the author believes that from the packaging alone, the two packages of Xiao milk tea are green and white, and the overall style is fresh and artistic, with a warm atmosphere, which is more suitable for literary young women and warm couples. Therefore, it may be better to target15-25-year-old young artists, and pay more attention to women and couples.
Price positioning: insufficient differentiation, the product does not match the price.
Assam small milk tea bottle capacity is 360ml, the mainstream supermarket price is 6 yuan, and the retail price of convenience store is 7 yuan.
The high-end positioning of Assam milk tea is due to the high quality and high value of packaging and raw materials. The ingredients of the product are very high-end, with milk imported from Australia and black tea from Africa, and coconut milk imported from Indonesia. It can be seen from the composition description of the product packaging that it does not contain additives such as milk powder, non-dairy creamer and flavors and fragrances. However, the target group of this milk tea is young people aged18-30. For such a group of young people, it seems that the mysterious imported raw materials are not so important, not to mention that there was already a 500ml Assam milk tea there.
It is also very important that milk tea has long been regarded as an unhealthy drink, and the high-end price of 6-7 yuan is a difficult hurdle. In supermarkets and convenience stores, 6-7 yuan can buy1-2 boxes of milk or yogurt. In the increasingly healthy consumption environment, it is difficult for consumers to easily spend 6-7 yuan to buy a bottle of 360ml milk tea.
After all, milk tea is for drinking. The most important factor that determines the sales volume is the taste and other factors that match it. If there is no difference in taste and other additional factors are not particularly able to support a high-end price, it will be tepid and unable to go up.
This situation is similar to the milk tea in Nongfu Spring. At that time, milk tea was also introduced in two versions, one black and one white, and the price was also in 6.5 yuan /320ml. Under the banner of high-end, many consumers tasted it, but later consumers found that the products could not match the price, and they were finally put in the cold, quietly.
Price positioning: the delivery is biased and the publicity is weak.
Assam's little milk tea has been on the market for several months, but there is basically no trace of publicity, and the effect of relying on "Peanut Comic Movie: Snoopy" to create momentum is not significant.
The reason for the lack of publicity is inevitable, because the positioning of the previous products is very vague, and it is naturally vague when it comes to publicity, and the effect is not good.
The product emphasizes the return to childhood, the simplest and purest, but the consumer group is a young fashion group of18-30 years old, but the movie with marketing cooperation is "Peanut Comic Movie: Snoopy", and these combinations have many contradictions. Snoopy's audience is more focused on small friends and family, Doraemon is different, Snoopy is basically a very animated and child-like thing, and in the hearts of domestic consumers, Snoopy's image is not as ingrained as Doraemon, so this movie will not be watched by many young people aged18-30. If reunification is to use entertainment marketing, this move is obviously a bit biased. Other marketing and publicity have not seen any big moves at present. As far as this film is concerned, it is inevitable that there will be no effect.
In addition to the product itself, pricing, consumer positioning and publicity, Assam's small milk tea is now tepid and may have deeper reasons. Of course, after all, Assam Little Milk Tea has not been listed for a long time. It is unknown what the unified expectations and plans for this product are. It remains to be seen whether this product will be short-lived.