Learn 4p's "Community Commerce" and "Reverse Customization" from Teacher Liu Run.

This is the fourth study note of Teacher Liu Run in the eleventh week of Five Minutes Business School: "Community Commerce" and "Reverse Customization" of 4PS Place.

1、

Concept: community commerce

Definition: In the era of mobile Internet, the "proximity" is used to counter the "quickness" in logistics, thus forming barriers and becoming an irreplaceable commercial landscape of the Internet.

Generally speaking, the closer you are to consumers, the more competitive you are, from 5 km business circle to 1 km community to 100 m community and then to your home.

Offline business will not be completely replaced. Real zero distance is the ultimate competition of channels.

Online has the advantages of information symmetry and logistics efficiency, but offline experience is better. The more direct the business, the greater the value of "proximity".

Example:

* We call the circle 5 kilometers away from home the business circle. In the past, we were willing to sacrifice time to go shopping in big supermarkets. On the same day, after the appearance of Cat Supermarket, Store 1 and JD.COM, it was convenient for lazy people, and the kings of business circles such as Suning, Gome and Metro began to suffer. But you will also find that you also have impulsive and timely consumption. For example, you suddenly want to drink yogurt after a walk at night and buy it online. No matter how fast it is, it will be the next day. We can't wait.

* Today, with the development of mobile Internet, the "degenerate street" near every university is still full of vitality.

Use:

1) Seize the opportunity of close contact with community consumers. By providing complex information and rapid logistics, it complements the shortcomings of e-commerce. For example,

Community convenience store 7-11; The whole family.

2) Seize the community as a channel for close contact with consumers. For example,

* Some enterprises do residential property services for free and earn money by services, such as ordering food and buying vegetables. Property can master the consumption records of community owners by providing services, thus deriving various consumption patterns. Real estate developers have inherent advantages in this respect. They listed in Hong Kong with "colorful life" as the main concept of community business committee, and became the dark horse among listed real estate companies in Hong Kong. Vanke property is also providing property outsourcing services to other real estate developers and obtaining the right to operate the community.

3) Seize the channel of zero-distance contact with consumers. For example,

* Smart homes of Xiaomi, Huawei and Haier. Smart home is not only more convenient, but also brings more business opportunities to businesses. For example, after washing machines and refrigerators can access the Internet, they will become a new channel for placing orders directly to washing enterprises, clothing enterprises and food enterprises; Smart home can also understand your preferences, your consumption frequency and actively manage your life.

4) Try different "three streams and two lines" gameplay.

2、

Concept: reverse customization

Definition: The business model of production according to users' orders, realizing large-scale personalized production through flexible production technology, and combining the efficiency of industrialization with personalized experience.

Reverse customization has several outstanding advantages: providing personalized products; Can cure the inventory ills; Reduce channel costs. But it also has its own shortcomings: first, the production efficiency is reduced; Second, the delivery time of products and services is long, and customers need to wait.

Example:

* Red-collar suit enterprises, tailor-made suits for each customer. Measure the customer's body size before sending the data to the factory. The factory cuts cloth according to the data, instead of cutting a pile of cloth at a time as in previous industrial production. Then nail the chip on the cloth and start the assembly line. The female worker scans the chip on the computer, obtains the physical data of each customer and sews a suit.

* The necessary shopping mall platform. Collect demand first, and then place an order with the factory.

Suggestions for using reverse customization:

* The premise of reverse customization is modularization. Before 3D printing, complete customization cannot be industrialized. So the so-called customization is the modular decomposition of products.

* Reverse customization technology is flexible. Flexibility means that by reforming the production line, small batches, preferably single rooms, can be produced and the production cycle can be shortened. The flexibility of small batch and short period is the basis of reverse customization.

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If you are still interested, you can refer to the summary of the study notes of "Five Minutes Business School" in Shi Daila, Xiaoya for more information!