On the Operation Mode of "Lunar New Year Service"

Background: Recently, because I moved to a new home, I wanted to buy some potted plants to decorate my room, but when I saw the monthly flower service, I felt fun and worry-free, so I bought the monthly flower service for one month. Flowers are selected, merchants randomly match them and send them four times a month.

This reminds me of a platform for selling BlackSocks before Black Socks, which has always had good results. In this issue, we will talk about the business operation mode of Lunar New Year service.

Let's first analyze which products are suitable for monthly service. I think the following requirements should be met:

1, product standardization, or specify a certain range of standardization.

2. The product repurchase rate is relatively high.

3. This category has no obvious leading brand in the market.

4. The cost of purchasing decision is low.

5, the purchase is not very convenient.

Second, the core of the monthly service business model

Core: To provide convenience for meeting the basic functional attributes of products.

1, the delivery cost is extremely low: socks are similar to paper, light in weight and occupy little space, and can be sent to customers' homes by ordinary mail;

2, you can get cash first, lower the selling price and lower the cost: the cash flow and purchasing advantage brought by the advance payment to the enterprise, order socks in large quantities and get the cheapest cost price.

3. There are not too many items, and all needs can be covered: black socks, without any color. (most important)

Let's talk about the third point in detail. Because socks are standardized enough, customers will not have many personalized needs, and it is easy to mass produce. This standardization includes not only the standards of products or services, but also the consistency standards that bring psychological benefits to users. Similar to Starbucks, KFC or Xicha, you can also enjoy the quality of drinks and service.

For some users who like to decorate their homes with flowers, this service solves the two problems of time-consuming and laborious daily maintenance and limited autotrophic varieties. In order to solve the problem of standardization, merchants limit the number of colors and varieties corresponding to different fees in the service packages provided, thus solving the problem of standardization. The problem of convenient purchase is easier to understand. Except for flower shops or some big shopping malls, it is basically difficult to buy flowers.

However, the user group targeted by Flower's Lunar New Year service is obviously narrower than that targeted by Sock's service, but there is a certain market demand.

Let's talk about toothpaste first, which is not suitable for monthly subscription. Because the function of toothpaste is too fine, such as whitening, tooth fixation, fresh breath and so on. , can not meet the requirements of "product standardization, or specify standardization within a certain range"

Materials such as rice, oil and salt are not suitable for monthly supply, although their repurchase rate is high and their audience is wide. It is not difficult to find that rice and oil have well-known brands in the market, which does not meet the requirement of "no obvious leading brands in the market".

Finally, talk about eggs. Eggs are not only standardized, but also have a high repurchase rate and no leading brands. Are eggs suitable for lunar new year?

Eggs are not suitable either!

1, delivery problem, easy to damage.

2. The price of eggs fluctuates greatly, which greatly affects the purchase decision of "mothers" and does not meet the requirement of "low cost of purchase decision".

To sum up, in order to adopt the monthly business model, products must meet these five elements: standardization, high repurchase rate, no leading brand, low cost of purchase decision and inconvenient purchase.

Let's share the operation analysis of this product here ~ remember to like it after reading it ~