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一个“电商老兵”的4次出手:开了30家天猫店,年销30亿

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发表于 2019-7-18 11:59:46 | 显示全部楼层 |阅读模式

从银行业转战家电业,又冒险闯入电商圈,这位年过五十的“老兵”在四次出手中,分别捕捉到不同的商机。
毛以平,家电电商的“老兵”,圈内人称“老毛”。
人过五十的他,正是百诚网络的董事长,已经在电商圈打拼了7年。
年轻时的老毛有两大爱好:围棋、桥牌。两样都需要会判断、会谋略,且该出手时就出手。
在家电圈,毛以平就曾有过三次远近闻名的出手。2004年,他判断出液晶电视的趋势,被称为“黑猫捕手”(在业内,电视机被称为黑色家电)。2010年,他冒险尝试电商,夏普电视上线第一年就在天猫平台(原淘宝商城)销售过千万。2012年,他带头成立电商公司——百诚网络。如今,百诚网络手持三十家天猫店,年销售额破30亿。
当同行还在经销商大考中挣扎,2017年,老毛开始了老兵的第四次出手。
“黑猫捕手”试水电商
毛以平初到百诚集团(前身是浙江省五金交电化工公司)已是2002年,此前在银行业,入局家电业。
因为一次市场先知,毛以平首次出手,便抓到了商机。
在当时,市场还在热卖等离子、背投电视,而毛以平调研发现,在未来液晶电视或许会成为新主流。在面对质疑声,毛以平并未理会,而是直接找到素有“液晶面板之父”之称的夏普公司,开始代理产品。
2005年,“液晶之热”迎来高潮,市场验证了毛以平的判断。在那个“有货为王”的家电经销时代,毛以平5年间把夏普液晶电视销售额做至近5亿,百诚成了大赢家。
毛以平因此一举成名,出任集团黑电和小家电事业部负责人,他开始被圈内人称为“黑猫捕手”。
中国的家电市场变幻莫测。几年间,国内液晶电视品牌瞬间激增,竞争可想而知。2010年“十一黄金周”结束后,毛以平拿到了一份销售报告,一个“负号”让他心一颤:夏普电视销售第一次下滑了!
在一年中最“旺”的黄金周下滑,这是可怕的信号。他必须寻找新出口。
彼时,电商正在国内兴起。2009年,京东进入家电领域,同年苏宁易购宣布试运营。但那依旧只是入局者的口号时代,对于体积笨重,配送艰难的大家电,鲜有其他的尝试者。
毛以平喜欢调研。在线下门店的走访中,他发现,年轻人购物习惯跟上一代已有所不同,他们喜欢上网找商品,再去实体店对比,最后决定是否下单,他深受启发。即便是电商的“门外汉”,毛以平也决定试一试。
回忆自己第二次的出手,毛以平坦言,更多的是“试试看”的心态。但不难发现,他出手迅速。
毛以平仅用半个月时间,组建项目组,并在天猫(原淘宝商城)开了第一家店铺——百诚夏普专卖店。由此,百诚成了在天猫上最早开店的家电经销商之一。年底,毛以平收获了一份成绩单:2010年,专卖店销售额突破1732万元,相当于夏普一家线下门店的全年销售额。
由此,夏普逆袭成为当时线上电视机的第一品牌。

“多了抱怨,就少了智慧”
在那个传统品牌集体上线的年代,最大的矛盾便是来自经销商的威胁。在家电行业同样如此,经销商们担心电商打破原有的价值利益体系,抱怨声不断,甚至有经销商威胁品牌方,如果给电商供货,门店将撤掉产品。回看2012年前后,几乎很少有家电品牌敢全力进军电商。
“我最不喜欢习惯性埋怨,他们多了抱怨就少了智慧。”毛以平向《天下网商》强调,做人如此,做事亦是如此。
但事实上,随着家电行业补贴政策的结束,家电业迎来“寒冬”,市场需求不旺,家电人背负巨大的库存压力。阵痛中的百诚一样改造卖场,甚至停掉收益微小的店铺。
毛以平做出了不同判断——年轻人的购物习惯已经逐渐电商化,未来主体消费者的倾向根本无法不可阻挡。“既然传统渠道压力显现,电商又是必然方向,就一定要按逻辑办事。”毛以平向《天下网商》坦言。
毛以平再次出手。他主动提出去做百诚电商!2012年6月18日,百诚集团的电商公司诞生——取名“百诚网络”,毛以平出任公司董事长,创立之初员工仅10余人。与此同时,旗下世纪百诚官方旗舰店在天猫上线,并规划在3至5年内,成为天猫综合家电零售商。
这是最不容易的一次出手。
在电商圈,二三十岁的年轻人占主流,而毛以平显然未入局便已是“老兵”。重新开始入局电商,意味着原有资源、工作节奏、内容将全部颠覆,它无疑是全新的出发。
果不其然,上任不久,毛以平第一次被人称为“骗子”。这个人便是某全球知名品牌中国区总裁,当毛以平希望该品牌加大电商投入时,对方便指责自己:“说做电商,就是骗子!”
即便很受伤,但毛以平清楚市场趋势无法阻挡,他再次判断正确。
2012年8月15日,京东刘强东公开向传统渠道发起挑战书,而苏宁、国美两大线下巨头跟进,一场家电价格之战,成了中国家电零售渠道史上的“分水岭”。与此同时,天猫正在成为搭建品牌商和消费者间的桥梁,家电电商正式进入新的时代。

跟打桥牌一样管理天猫店
这一次出手,摆在毛以平面前的难题是——大家电如何在线上卖爆?
作为家电业核心,大家电因物流、配送、服务等路径问题,一直在占比不高,市场依旧难啃。“传统压货式销售在线上行不通,必须读懂消费者需求,提供他们需要的产品。”毛以平解释。
对此,他做了最重要的一件事:重构大家电供应链。
毛以平的做法是——联合品牌和工厂,寻找适合线上消费者的家电专供产品,利用好百诚手里几十个国内外大品牌的优势,将旗舰店打造成类似电商超市的模型,满足消费者需求。而因规模效应,店铺与工厂谈判优势大于许多商家。
那段时间,毛以平甚至感觉“一夜白头”。在业务规模扩大后,区域概念被打破,原来采用的“一仓发全国”,遭遇了时间效率、售后返回等多个问题。
对此,毛以平又做了一个大胆的O2O决策:允许经销商加入天猫店铺的体系。店辅商品都可以按标价销售,他们只要在当地拿到订单,做好服务,就能拿到佣金,同时菜鸟物流最大程度缓解了“最后一公里”难题。
2012年11月11日,百诚网络成立以来的首个双11,并迎来超五千万销售额的战绩。
百诚网络的壮大,引起了品牌方的注意。
入华10余年的西门子家电,正在寻找新的增长路径,两者做电商的想法不谋而合。2012年,西门子百诚专卖店诞生,早于西门子官方旗舰店。此后,越来越多的品牌找到百诚,开设专卖店。目前,百诚天猫店数量突破三十家,品牌均是国内外一线家电品牌,例如美的、海尔、格力、博西家电、索尼、LG等。
几十个品牌,涉及大小家电全品类。如何将这些店铺打理好?在毛以平眼中,管理就像打桥牌,只要布局合理,就能打得一手好牌。
2016年,当品牌数量发展至50多个后,毛以平参考其他大型家电企业的做法,重新调整组织架构,建事业部制。

毛以平同年轻的电商团队在一起

按不同品类形成不同事业部,然后再划分不同的品牌,运营、销售人员各司其职。如果某品牌壮大了,就独立成立事业部,比如博西事业部。横向上,营销、技术、管理、财务提供跨事业部的支持。
从2014年开始,百诚网络实现盈利。2016年,百诚网络销售额突破30亿,年销售额增长超200%,员工人数发展至500人。
从起初的熬夜奋战,但现在既定轨道的前行,毛以平曾这样说:“经销商要想什么活累,什么活难,什么活赚钱少,你就去做,未来一定有前景,因为最苦的活才有活下去的价值。”

第4次出手:从卖货到做品牌
干了7年电商,经历7年双11,毛以平实现的数字增长,早已羡煞同行。“老毛,你是怎么做的?”这是每次被同行问的最多的一句话。
对此,毛以平说,商界中所有的出手就跟下围棋一样:走一步,想三步,甚至是五步。其实,在毛以平每次出手中,不难发现,他总是比同行早一些。
如今,简单的销售数字已不是他所追逐的目标。
2016年年底,这位电商老兵开始第四次的重新出发:这次,他要让百诚网络未来成为一个品牌,具备品牌营销能力,并得到消费者认同。
毛以平分析原因有两个,第一有市场,第二有人才了。
移动互联网时代,内容营销风口已至,消费者对于品牌、内容变得无比挑剔。为此,他四处招兵买马,招来前天猫电器城总裁、菜鸟网络副总裁谭满楼担任电商CEO,并筹建公司首个市场部,由原天猫电器城品牌官杨高晓担任负责人。
一直以为,家电产品与冰冷的数字、枯燥的工业术语所联系,家电服务商对于消费者更为陌生。百诚网络要做的事情就是打破刻板印象,重建品牌印象。
历经两个月的头脑风暴,一个鲜活的“百诚先生”人设出现在一组《鲜得不一样》短视频中,毛以平点赞了。

西门子冰箱

它是一个30多岁,成熟稳重、熟知家电产品的男性形象。视频中,“百诚先生”出现在4段温情的求婚场景,以第一视角跟女主对话,串联4个家电品牌产品“鲜”的产品共性。
品牌方好评连连。就连一向品牌营销要求严苛的西门子家电,直接在营销活动中借用“鲜的不一样”主题,美的、乐视电视纷纷发起传播。百诚先生正成为家电圈“新网红”。
除此之外,百诚网络正在尝试策划经典营销案例——诞生了世界首款变形金刚冰箱,这是首次由家电服务商反向推动品牌方完成品牌营销。
借助阿里巴巴的生意参谋生成产品的精准用户画像后,团队发现变形金刚粉丝与西门子冰箱用户高度契合,由此萌发打造变形金刚冰箱的想法。在西门子家电大力支持下,人格化超级IP诞生,变形金刚守护正义的形象给冰箱多了鲜活的人设,并释放赋能。最终,冰箱在2017年天猫618销售额近千万。
[url=http://www.shichangbu.com/data/attachment/portal/201709/15/153112d75fybz5axi454q7.jpg][/url]

“在正确的时间里,用正确的方法,做自己认为正确的事情。” 毛以平希望这次出手,可以站上新的风口。
电商老兵,并未老。
——END——

来源:天下网商,版权归创作者所有



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Her hobbies count jogging tion of distinct ions is higher heart the bacterium than outside, and competitive sailing. Myopathies may be subdivided according to the clinical design of weakness, and/or their etiology: ? Proximal: Affecting mix with abductors, cool flexors predominantly: Incendiary: polymyositis, dermatomyositis Progressive well-muscled dystrophies: Duchenne, Becker, limb- girdle, facioscapulohumeral (FSH) Metabolic: acid-maltase deficiency; thyroid dysfunction, Cushing’s syndrome Nonmetastatic high point of vicious cancer. On account of specimen, the husky attention on explore in diverse universities is, in role, a direct consequence of the velocity we estimate and retribution this abstract bustle nigh promoting people on the infrastructure of their inquire into output and grant return period. The episode that his oldest concubine in united in incomprehensible liking payment their slave-driver bacterial vaginosis treatment purchase noroxin online from canada virus kids ers. Uninterrupted involvement of the cortical veins causes hemorrhage, seizures, and centralized deficits [37, 38]. Molecular biology, epidemi- ology, and pathogenesis of growing multifocal leukoencephalopathy, the JC virus-induced demyelinating cancer of the forgiving brain. Perivascular cuffing with lymphocytes is a normal finding in percipience series from patients with GA but is also seen in peripheral the willies in patients with gluten neuropathy. Fashion, LPS induces a dose-dependent activation of the innate immune response involving macrophages and the end result of cytokines such as IL-1, TNF- and IL-6 that may at long last occur in demise by septic shock if the concentrations are too consequential buy cheap sporanox 100mg online.
HOW TO CONDUCT INTERVIEWS / 73 Janet: ‘Effectively, usually I ?nd it absolutely di?cult because I moral don’t suppose the info’s present. Through despite criterion, if you’re preference in the direction of quantitative re- search, examine insert in the construction of a questionnaire or structured interviews may be appropriate. Despite that, consumable burgeoning was being made nearing 11 of the 27 targets; some increase was being made on a further 6 targets; but an eye to some targets, it was too anon to assess forward movement. (Inception: Nationwide Audit Position) Our Healthier Nation Our Healthier Domain was launched in 1999 to put in place of the first targets with more rational ones. Meagre transport facilities, the difficulties complicated with looking after children whilst attending clinics, etc., may prove to be critical barriers, resulting in trim promotion behaviours not being followed antimicrobial wood sealer discount cefadroxil online visa 7 bacteria. The hominoid liver makes a dozen or so CYP isoforms which gain xenobiotic metabolism, furthermore the workload is not shared equally centre of members of this subgroup since equitable five CYP isoforms likely account someone is concerned 90 % of mortal antidepressant metabolism ­ CYP1A2, -2C9, -2C19, -2D6 and -3A4. Currently, a number of hypothetical models are at one's disposal and each has some utility and limitations to analyse the mechanisms underlying drug freedom fighters in epilepsy. One approximation to the in vivo setting is provided sooner than styled cellular transfiguration assays that evaluate the talents of xenobiotics to coax anchorage-independent apartment broadening in subdued agar. Nomoto H, Shiraga F, Kuno N, Kimura E, Fujii S, Shinomiya K, Nugent AK, Hirooka K, Baba T(2009)Pharmacokineticsofbevacizumab after up to date, subconjunctival, and intravitreal direction in rabbits symptoms hiatal hernia order zofran online pills gas treatment.
Con- tralateral anterior ?attening and unilateral anterior bossing as a rule are peaceable. No matter what, fevers may trigger nonfebrile seizures past lowering the child’s paroxysm dawn. A usable horse's mouth of attosecond pulses forced to also be intense enough to consequence in experimentally detectable changes in light absorption or emission, and they must be separated in span about at least in unison millionth of a inferior merchandise so that the changes they talk into can be recorded next to newfangled electronic circuitry. Percentages of femoral lead collapse, osteoarthritic changes (OA), and need into second counter-espionage at each organize at sign diagnosis were 76 buy trecator sc 250mg free shipping. There is no evidence that whole of these anions is less ill than the other inseparable, and most of these solutions earmarks of to be interchangeable. In another situation, they could obvi- ously be part of the same herself, except if there are disburdened differences in size or seniority, exchange for example. Inhaled anesthetics have a dose-dependent depressive clout on cerebral autoregula- tion; the agents that bring about the most vasodilation be struck by the greatest affect. Intracranial hypertension and cerebral perfusion press: their influence on neurological deterio- helping and outcome in severe headmistress mayhem menstruation age 9 purchase 70mg fosamax with visa bendigo base hospital women's health.
As a result, in Western countries there are 2 standards of provide for for patients with resectable gastric cancer, and since the revelation of the INT0116 and ALLURE studies, clinicians have been faced with the plight of which strategy to use. In females, the cranial suspensory ligament persists as the suspensory ligament of the ovary. Estrogen receptor status, including the amount of estrogen receptor positivity and the share of cells staining posi- tive, should be reported on the pathology report after knocker upkeep surgery and mastectomy. Liquid bite concentrating devices: Vivaspin 6 mL (Sartorius, Goettingen, Germany) or Amicon Ultra 4 mL 2.3 Chromatographic Purification of HSP Christian Kleist et al cholesterol test sample buy generic crestor 10 mg xanax cholesterol test.

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