Top of the Great Era

Chapter 1696

This is about the choice of the positioning concept of Xiaonei. Zhou Buqi agrees with Zhang Xuhao's thinking.

That's how business is done a lot of the time.

If it is big, it is not strong, it makes a lot of money, but its vitality is short; if it is strong, it is not big, its vitality is strong, and its ability to make money is relatively weak.

The larger the business, the more difficult it is to manage and the more likely it is to cause confusion.

There are many established companies in Germany with a history of hundreds of years.To make leather suitcases, we have been making leather suitcases for one or two hundred years; to make knives, we have been making knives for one or two hundred years.

If the scale is small, if it is dedicated enough, it will be strong, and it will be able to survive through the times.

However, after a certain piece of business has improved, many companies have begun to diversify. From strong to large, it basically means that they have begun to decline.

Throughout the world, enterprises with a life span of one or two hundred years are generally small and medium-sized enterprises, and large enterprises are very small.

In the early years, Zhou Buqi was still vague about the future trend of Xiaonei. Recently, it has become more and more clear. We must strengthen the threshold of Xiaonei, only for college students.

In order to make money, we should not lower the entry threshold of the Xiaonei network to allow outside users to flood in, resulting in blurred positioning of Xiaonei network users and confusion in management.

The Xiaonei network is only open to college students, so that this product can have a stable user group, which is convenient for the management, operation and targeted services of the Xiaonei network team.

Openness has the advantages of being open, and being closed also has the advantages of being closed.

Xiaonei must adhere to the closed campus market.

The Xiaonei network created by Zhou Buqi is not at the same level as the "Xiaonei network" in the previous life.

The Xiaonei website in the previous life was basically a copycat version of Facebook. The product lacked strategic design and was just for making money.In order to make money, it is not enough to rely solely on college students, and it must be opened to all groups in society. This opening means losing the threshold and loyalty of college students, and it will soon die out.

The Xiaonei network created by Zhou Buqi has a higher strategic significance.Ziweixing has a huge product ecology, and its profitability is extremely strong, so it does not need to rely on the Xiaonei website to make money.

Xiaonei only needs to assume its due strategic significance.

Like a micro-dot map.

The product may never be profitable.

However, Ziweixing must have such a product, which is a way to build trust and life circle between Ziweixing and users.

Usually only giant companies can have such strategic considerations.

Qin He also firmly believes that Xiaonei should remain closed and become a carnival field for the niche market of college students.Because of the "experimental field" nature of the niche market, it has far-reaching significance for her custom clothing business.

Qin He is not an executive of the group, so she did not participate in a discussion on the concept of "strong" and "big" in corporate decision-making held by Zhou Buqi a few days ago.However, she was Liang Rubo's confidant and favorite general. Hearing that she was going to meet with Boss Zhou today, Liang Rubo urgently sorted out the meeting content and passed it on to her.

So that she can answer fluently when facing the big boss and leave a good impression.

It really came in handy.

Qin He said: "I have concluded that there are five major difficulties in the clothing customization business, namely supply chain management, style design, long delivery period, credit system, and consumer patience. Throughout the world, there is no e-commerce platform Only Xiaonei can solve these five major problems at the same time!"

Zhou Buqi smiled, "So confident?"

Qin He said: "It's really like this. The foreign e-commerce market... the most mature should be Japan, South Korea is also very good, and developed countries in Europe and the United States are no problem. In terms of style, delivery, credit, and patience, these four difficulties are all good. However, they do not have a strong supply chain system, only in the south of our country. Although my country has a complete service trade supply chain that has been developed for decades, it lacks Internet-based transaction awareness, delivery, credit, None of the three major problems of consumer patience can be solved.”

After such an analysis, Zhou Buqi felt a little proud, "Well, only the Xiaonei website, only the intramural group buying can do this business in the niche market of the university campus."

Throughout the world, Xiaonei is unique!

Qin He said: "Xiaonei is a typical strong business, and we should continue to strengthen it. We can't blindly expand the user base and lower the entry threshold just to expand the sales scale."

Zhou Buqi supported her idea, "It's right."

Tan He laughed and said, "Small and refined are strong, but it doesn't necessarily mean that they are less profitable than those who are big but not strong!"

"Oh?"

Zhou Buqi was intrigued because he couldn't think of an answer.

Qin He said: "This has something to do with Taobao and Paipai, um...my old club is too weak, mainly Taobao. Taobao's current clothing business has a new hot style called 'making hot styles'."

Zhou Buqi has not paid much attention to Taobao in this life, but he knows a lot about Taobao and knows similar methods, "Well, it is a popular style."

Zhang Xuhao didn't quite understand, "What do you mean?"

Qin He explained: "In the past, the clothing stores on Taobao were very traditional, which is equivalent to bringing the offline model to the Internet. It is to find models to take photos, and then hang the photos in the store. When users like it, they place an order. , and then the store ships the goods.”

Zhang Xuhao was surprised, "Isn't it right? Is this normal logic?"

Qin He smiled and said: "It's normal logic, but there are new ways to play. There are too many clothing products on Taobao, and there may be hundreds of thousands of them. Even if Taobao has a large volume, it can store enough pictures. However, Taobao The users don’t have so much time to browse one by one, at most they browse the first few pages. This means that most of the clothing styles have a small audience. A small audience means that the store’s profit is too small.”

It was also the first time for Zhou Buqi to hear some inside stories about it, and he suddenly realized, "So that's how it is!"

Zhang Xuhao nodded repeatedly, "For some small businesses, it doesn't matter even if the audience is small, as long as they can make money. But for some ambitious Taobao shops, they will not be satisfied with the niche market."

Qin He said: "Yes, Taobao has been reformed at the business level. In the past, Taobao was split into two. One is Taobao, which is a collection stall, mainly for small stall owners. The other is Taobao Mall, which is a bit like a department store. It is for some big stores. These big stores can get better recommended resources, and at the same time, they have to pay more management fees and service fees, so they have to find ways to increase sales."

"So it's the strategy of bursting money."

"Yes, a hit."

"How to create a blockbuster?"

"The core is still the selection."

Qin He laughed, somewhat mockingly.

After going back and forth, it fell on the selection again.

This is the most difficult level!
It’s okay to choose the right one, but if you choose the wrong one, it’s all in your hands, and you can expect huge losses!
China has the largest and most complete clothing trade supply system in the world. There are nearly 1 new types of clothing every day, and [-] to [-] types a month.

From here to choose hot style, who can pick it out?
It's like finding a needle in a haystack.

Qin He said: "The trend of making hot styles on Taobao is too extensive in my opinion, just like a big gamble. Shopkeepers go to the clothing trade wholesale market to choose from millions of clothing categories, and then choose one of them like betting They bet that these clothes will be unanimously recognized by the public. When they get it on Taobao, they start spending money like crazy to buy traffic and advertisements, and push these clothes to a more prominent position to attract users. Attempt to trigger the explosion effect. Of course it is good if it succeeds, and you can make a lot of money. I heard that some merchants earned more than 3000 million in the first half of the year. If the product selection fails and the wrong bet is made, it may be hundreds of thousands of stocks to sell If you don’t go out, you will lose everything.”

Zhou Buqi sighed: "Yes, in the final analysis, it is still the selection of products. No one can absolutely grasp the public preferences in the market. In 93, my dad also did clothing business, and he also chose the wrong products. I couldn’t sell it, and I lost more than 20 yuan.”

In the final analysis, this is the polarity of aesthetics: popular aesthetics and artistic aesthetics.

Popular aesthetics is public aesthetics, what the public likes is beautiful.

Art aesthetics refers to what a group of elites in a small circle who have the right to speak think is beautiful, and that is what is beautiful.

The former represents greatness, while the latter represents strength.

Such as Hollywood commercial blockbusters and French art films.

Such as Happy Twist and Renyi.

Another example is ZARA and Hermes.

Hermes launches new clothes, only a dozen or so a year.Some clothes were designed to look like sacks, which aroused the ridicule of the public, who thought it was ridiculous, but the reaction of the market was completely different, and there was a panic buying in short supply.

Because the consumers of Hermès are not the mass class, but belong to the upper class in society, these people all have a self-vanity like "the emperor's new clothes".

can not read it?
Don't understand where is the beauty?

It's okay, the best designers think it's beautiful, and that's beautiful.It is enough to show the high taste of self without kitsch through more advanced aesthetics.

ZARA is different. This is a fast-moving consumer product sold to ordinary people. People will only buy it if they think it looks good.Therefore, ZARA can only play a large number of tactics, launching nearly 2 new clothing products every year, and there are always a few that can hit the aesthetic preferences of users.The sales volume and scale can be made the largest in the world.

So from the market point of view, it is still more difficult for the public to appreciate it.

Art aesthetics is a small circle game, and there is a relatively stable consensus.Just like painting, no matter how ugly the paintings of Van Gogh and Picasso are, it doesn’t matter, they are art treasures; like poetry creation, no matter how difficult the content is to be understood by the public, as long as it is recognized by the industry, it is an excellent work, shit shit fart It can also imply new heights.

It is easier to put it in business. Hermès only needs to recruit the best designers who can get the consensus of the industry to ensure its long-term prosperity.

It is difficult to judge the public circle like ZARA. The public aesthetics is easily affected by policies, public opinion, culture, quality of life, economic conditions and other factors in different periods, so it is difficult to judge accurately.

Clothes sold on Taobao or department stores are usually products that are aesthetically pleasing to the general public, so it is too difficult to choose products.

A wrong choice can be fatal.

Qin He seemed to want to solve this problem, and said with a smile: "Our college students have not yet entered the society, and they are more concerned about the public's aesthetics. Group buying on campus can solve the problem of selecting clothing products for the public's aesthetics! This is the most important thing for us to do clothing customization business. High social significance!"

(End of this chapter)