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Jingdong book

电商的终局

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电商的终局

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《电商的终局》是黄若关于电商零售题材的封笔之作。作者以自己三十多年实体零售、电商管理、投资人和创业者的多重身份,就直播电商、视频营销、流量经营的奥秘、云零售的前景、新国货的机遇与挑战、 爆品的打造、新品热销新趋势、裂变营销、差价免单的商业逻辑、新消费的时代红利、提升用户留存、私域流量,以及即时消费等现今热点主题展开讨论,揭示电商的终极本质。


Content Description

作者是国内零售和电商管理的行业领军人物,他从地面零售到电子商务,从跨国公司高管到管理民营企业,从主持开创天猫商城到投资电商,创业电商,被业界称为中国零售实战派之长老。作者以“电商的终局”作为书名,提出在互联网零售进入“流量经济”“圈子销售”的移动电商时代,人/消费者将成为未来零售最重要的核心,未来的行业发展将从销售商品走向经营消费族群,这是电商终局的趋势。《电商的终局》各章节深入浅出,既阐述了零售发展趋势的“道”,又分享了信息时代销售运营的“术”,让人读后收益无穷,颇受启发。

《电商的终局》对于所有从事互联网或电商运营的企业及个人,对于投资电商或服务电商的相关业界人士,对于有志投身电商领域的年轻学生、创业者,以及对于在新零售环境下试图借助互联网营销的品牌方和实体零售企业,都是一本不可多得的必读书。


Author Description

黄若,原**网COO。毕业于厦门大学,澳大利亚国立堪培拉大学MBA,有超过20年的商业、零售业从业经验,曾长期任职多家全球500强企业高管,历任易初莲花,万客隆,天津家世界等知名零售企业总经理,执行副总裁等职,后加入淘宝网,任运营中心副总裁,并负责淘宝商城的组建。黄若具有丰富的商业管理经验,同时对东、西方不同的企业体系及消费者行为有着深刻的了解;在领导零售企业创建,重组和业务拓展方面具有专长。

2007年加入淘宝网,任运营中心副总裁,并负责淘宝B2C业务。淘宝商城平台式电子商务模式即由黄若所创。 今天在B2C行业里十分流行的招商联营,扣点经销,以及旗舰店,专营店,7天无理由退换货等等操作,最早大多出自黄若之手。

2010年初,黄若加盟**网任COO,全面负责**百货,图书的商品采购,运营及销售。在此期间,**实现美国纽交所上市,并较大幅度提升了百货销售占比。

Catalogue


自序//

电商的终局//

第一部分 零售的核心

1.极致零售与效率//

2.人的时代//

3.流量经营的奥秘//

4.免费的本质//

5.把握新零售的脉搏//

6.云零售的前景//

第二部分 中国的实践

1.中国电商二十年//

2.电商直播潮//

3.新国货的机遇与挑战//

4.盒马之殇//

5.打造爆品//

6.转化率这个漏斗//

7.信息时代的自有品牌//

8.关注客单价//

9.新品热销新趋势//

10.玩转双十一//

第三部分 “人”的零售

1.即时消费新主张//

2.微信大号的电商推广//

3.拼多多的降维打击//

4.裂变营销//

5.差价免单的商业逻辑//

6.个性化消费//

7.会员制的用户价值//

8.有效提升用户留存//

9.7-ELEVEn的收银键盘//

10.私域流量这座金山//

11.新消费的时代红利//


结束语//

Book Abstract


二十多年前,电商作为一种新型零售业态出现的时候,是以一个搅局者、革命者、破坏者的身份挤进零售舞台的。那时候电商人最时髦的一句话是:光脚的不怕穿鞋的。既然要以后来者的身份瓜分现有市场,最好的方法就是改变游戏规则,规则一改,原先的优势就不复存在了,你的机会就出现了。

不管在美国、中国、还是日本、韩国,电商都是这么干的。

借助互联网的全新载体,电子商务打破了零售千百年以来位置第一,商圈地理位置决定一切的行业法宝,所谓的location,location,location,一切以门店位置为前提的经商准则被打破了。同时,品类管理这种在有限的物理空间内,通过对各个子类目的组合优化,实现销售最大化的逻辑也被电商人丢到了角落。实体零售的空间有限,在一个3米的货架上面需要尽可能丰富地陈列出各种洗发水,零售商们需要反复推敲琢磨,如何通过组合不同的品牌、不同的价位、不同的香型、不同的包装规格,尽一切可能满足各式各样消费者的不同需求。电商有如古代传说中的孙悟空,不知从哪个石头缝里一下子蹦出来,以前实体零售那些地理位置的独特性、排他性的优势不见了,根据有限的物理空间精挑细选的选品逻辑不再时髦了。借助于低成本大容量服务器的存储能力和没有地域差别的及时触达,电子商务攻城略地,加上在其早期发展过程中,踩着风险资本巨额资金补助的风火轮,以低价销售、补贴营销的方式掠夺市场,很快成为各种零售舞台的主角。零售这个古老的流通行业从传统的地面销售,演变成立体作战形态,被称为空军和陆军的对峙,空军攻城略地,陆军节节败退。许多人因此认为:地面部队再怎么厉害,终究打不过飞机导弹,电商空军呼啸而来,正是代表着零售的未来。

果真如此简单吗?就像无数人关于旅行的讨论,三十年前我们认为飞机是最快的,如今航天事业如火如荼,登陆火星或许就在可预见的未来。

哪怕就在电商行业内部,最近二十年间,电商也发生着急剧的变化。最开始的电商,是PC时代的电商。人们借助键盘获取网络信息,键盘需要用户的十只手指头输入,于是关键词成为早期PC时代最受电商重视的营销方式,也因此产生所谓的直通车,点击付费、CPC、CPM等关键词投放的营销手段,在用户以关键词作为主要购物搜索路径的年代,关键词优化成为那时候电商运营的一个重要岗位,PC电商以关键词作为主要营销手段的时代,脱颖而出一批早期的大淘宝卖家们。

大约在十年前,互联网快速进入移动时代,手机成为人们网上购物最主要的使用工具,目前在国内各大电商平台,移动端的网上购物已经占到总营业额的98%以上,PC迅速被边缘化。移动时代最鲜明的用户特征,就是上网工具的唯一性,99%以上用户都是使用同一部手机、一个固定的IP上网,所以用户的爱好以及习惯更容易被追踪、被锁定。现在大家都在讨论大数据杀熟,在移动上网时代,这其实属于一个法律和道德层面的约束范畴,技术层面早已经不是问题了,因为移动端的IP是固化的,每位用户的每个动作,小到你通常都在什么时段上网浏览,哪个页面停留多长时间,更喜欢看图片、视频还是文字,这些都是很容易被记录和跟踪分析的。因此,移动时代的电商营销,更多地走向不同信息的推送,由平台根据对你行为的分析评估,推给你针对性强的商品广告或销售信息。既然这个时代人们已经不再习惯于用十只手指头嵌入搜索,用我个人的表述,移动掀起了一场从十只指头到两只拇指的用户行为变革。经过这次变革,网站后台的数据运算更加精准,完全能够记录分析任何一位用户的喜好,从他过往的购物行为清楚预判其潜在的购物需求,营销活动由此展开。以我个人作为一名普通消费者为例,我是葡萄酒的深度爱好者,当我打开常用的几个电商平台,或者上网浏览信息的时候,总会弹出或者插入与葡萄酒有关的商品促销信息或者相关的行业资讯,这就是最简单版的个性化营销的典型例子。由于这种借助后台数据运算带来的精准性,电商行业出现了所谓千人千面的新提法,就是在一个拥有1000位用户的顾客池里,移动端理论上可以有一千种不同的营销方案,针对这1000人做不同的投放。比起PC时代一条短信一个促销方案覆盖所有的人,移动端的投放精准度提高了,信息容量一下子也被放大了成百上千倍。移动电商的时代,商家们拼命收集和分析用户信息,试图从中获得更有效的销售引导,平台也通过容量的增加,获得更高的流量变现收益。

风水轮流转。移动之后,最近两三年,我们又迎来了社交电商这个全新的当家花旦。

与前面两个阶段电商由少数平台独大的现象有所不同,社交电商是一个由无数圈子分别构建而成的网络销售形态,分散多元,就像我们小时候玩击鼓传花那样,一个一个大小不等的圆圈,各自围着一堆人,中间有一个敲鼓的,边上一群人参与并起哄。如今的社交电商并没有一个居于绝对垄断地位的霸主,它是分别由达人、素人、大咖、粉丝相互关联而成的一种分享圈子,不论是内容的分享网站,从小红书,到知乎、抖音,或者是数不清的微信大号、直播达人,他们所做的其实都是圈子经济。在圈子内部,达人、KOL以自己的形象、展示能力、个人的经验分享,成为这个圈子的带头人,圈子里面的其他人愿意听从他的召唤,也愿意在他的带领下一起热闹。在圈子外头,这个带头人则以圈子代表者的身份,去接洽广告,把所承接的品牌和商品带到圈子里来,进行粉丝营销,通过他的影响力推动网上销售。这几年的社交电商十分火爆,而且呈现出多元化的明显特征,如今网络上活跃的与电商交易有关的各种圈子数量,在全国以数千万计。每个圈子多达几千万人,少则几十人上百人,这是一种基于追随、互动、分享产生的网络销售模式,我把它称为“圈子电商”。

从上面的梳理我们看到,自从二十多年前粉墨登场到现在,电商从PC到移动,再到社交,到圈子营销,这么一步一步发展过来,每次的变革和新形态的出现都意味着行业的重新洗牌,也意味着新人入场上位的全新机会。

新的机会来自对行业发展动向的判断,所谓的卡位,对未来趋势做出判断,是实现弯道超车的最有效方法。今天我们探讨电商的未来,都是希望知道电商的终极业态到底是什么。


毫无疑问,这是一个价值千万美元的问题。


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