罗马仕：用“小米模式”转型电商

罗马仕：用“小米模式”转型电商 罗马仕:用“小米模式”转型电商 来源:调戏电商 发布时间:2014-3-12 亿邦动力网整理: 这是一个OEM企业从0创立品牌，一年就做到将近五个亿的故事。而且，这个故事诞生在没什么技术含量的移动电源领域。i黑马分享的这篇文章，本文作者刚听到这个案例时，很疑惑，他认为移动电源有啥好谈的?但是，他后来才发现，在最简单的领域创造奇迹，反而更需要智慧。 迷糊的代工厂 罗马仕的雷桂斌是一个做了十年笔记本电池的代工厂老板，众所周知，从2010年开始，笔记本出货量下滑，平板电脑和手机对笔记本的取代趋势很明显，老雷做了十年笔记本电池总算做到了这个小细分领域的世界冠军，但是，这个产业“日薄西山”了。 to find solutions. Especially valuable is, these two missions took the city in Beijing, the considerable work in blue, from yinglaisongwang, provide services to invite businessmen and for major projects, micromanaging, hands-on, real offices full service, full service role. Hotel in Pingliang, Pingliang building and printingBrush factory service quality and service levels have also been further enhanced. Second, creatively work towards funding projects onto a new stage. The Beijing liaison office LAN from simple secure funding, and the shift to a more directly involved in the project, from the small projects to large projects to introduce change, strengthening project work. Liaison Office in Beijing, always put the report convergence and implementation, as reported to national construction projects, I work a top priority, take the initiative to strengthen contacts with national ministries and provincial authorities on contact and, from top to bottom convergence projects in advance, timely feedback on the city and the County (district). Liaison Office in Beijing this year, and cooperate with, or directly with item 8 of the interface implemented on the national, provincial, for State investment of nearly 20 million Yuan. The blue Office closely around the city's four pillar industries, large projects and more mature projects, brand focus and direction of the project as an investment. Grasp the 老雷受够了代工厂的辛苦，狠下一条心，一定要转型，做自己的品牌。 问题是，怎么转? 跟其他代工厂一样把自己的产品放到网上去卖?是淘宝上卖还是天猫上?是做自己的官网B2C还是去京东?要不要找个团队做渠道做品牌?或者策划什么事件引爆一下下? 太纠结了，方向太多了，选哪一个? 正当老雷觉得心里没底的时候，他的一个朋友建议他去学习学习，寻找一下电商的感觉。 果不其然，老雷收获很大: 一个是韩都衣舍的买手制培养过程和思想，这对后来老雷的渠道与品牌布局，很有影响，我待会再说。 另一个就是派代创始人邢孔育明确告诉老雷，就做天猫，“你这种转型必须借助天猫，所以你别想那么多了，这种背后有工厂优势的企业，最好的办法就是借势，别到处折腾了。” 老雷这下想明白了，电商这事虽然看似高深莫测，但在开始阶段必须聚焦一点，所以立马把所有精力、所有目标设定为天猫开店。 to find solutions. Especially valuable is, these two missions took the city in Beijing, the considerable work in blue, from yinglaisongwang, provide services to invite businessmen and for major projects, micromanaging, hands-on, real offices full service, full service role. Hotel in Pingliang, Pingliang building and printingBrush factory service quality and service levels have also been further enhanced. Second, creatively work towards funding projects onto a new stage. The Beijing liaison office LAN from simple secure funding, and the shift to a more directly involved in the project, from the small projects to large projects to introduce change, strengthening project work. Liaison Office in Beijing, always put the report convergence and implementation, as reported to national construction projects, I work a top priority, take the initiative to strengthen contacts with national ministries and provincial authorities on contact and, from top to bottom convergence projects in advance, timely feedback on the city and the County (district). Liaison Office in Beijing this year, and cooperate with, or directly with item 8 of the interface implemented on the national, provincial, for State investment of nearly 20 million Yuan. The blue Office closely around the city's four pillar industries, large projects and more mature projects, brand focus and direction of the project as an investment. Grasp the 传统企业出身的老板们，不缺实战，不缺经营，但就是需要“过来人”能把电商这个事儿给讲明白，才能从思想上彻底转变。 但是，光老板想明白还不行，公司高管都要明白，否则大家沟通不在同一个频道，执行不下去。比如老雷回去后，跟总经理(老雷的弟弟)沟通电商布局，却很难达成共识，后来直接送老弟也去总裁班学了一圈，大家再沟通的时候，就顺畅多了，老雷的布局也可以贯彻了。 把目标放简单 老雷是代工厂出身，对电商渠道选择的迷茫有情可原，要知道，2011年、2012年的时候，大家对上淘宝、做B2C、上京东、开线下店等各种渠道认识，纷纷扰扰很是模糊，但是在产品上，老雷一点都不模糊，他对于自己将要做的产品方向的选择，很清晰。 自己是做笔记本电池出身的，转型做移动电源，技术难度不大，难的是什么? to find solutions. Especially valuable is, these two missions took the city in Beijing, the considerable work in blue, from yin亿邦动力网——电子商务专业媒体 glaisongwang, provide services to invite businessmen and for major projects, micromanaging, hands-on, real offices full service, full service role. Hotel in Pingliang, Pingliang building and printingBrush factory service quality and service levels have also been further enhanced. Second, creatively work towards funding projects onto a new stage. The Beijing liaison office LAN from simple secure funding, and the shift to a more directly involved in the project, from the small projects to large projects to introduce change, strengthening project work. Liaison Office in Beijing, always put the report convergence and implementation, as reported to national construction projects, I work a top priority, take the initiative to strengthen contacts with national ministries and provincial authorities on contact and, from top to bottom convergence projects in advance, timely feedback on the city and the County (district). Liaison Office in Beijing this year, and cooperate with, or directly with item 8 of the interface implemented on the national, provincial, for State investment of nearly 20 million Yuan. The blue Office closely around the city's four pillar industries, large projects and more mature projects, brand focus and direction of the project as an investment. Grasp the 第一，我要做几个? 第二，我要做成什么样? 这两个问题，最能反映你在这个领域的决心! 国内的移动电源是一个特别浮夸的市场，虚标容量(五千毫安的，能标10000多)的咱就不说了，很多山寨厂家把各个模块一组装，弄出几十个型号就开卖了。 为数不多的几个企业在坚持着原则，但走的是高价路线，目的就是要区别山寨产品。 老雷觉得，自己的机会就在这儿。我既要把产品做实，又要把价格降下来，跟山寨品相比，我最耐用;跟知名品牌比，我就要便宜;同时，依托自己笔记本电池的优势，做出一个既能给笔记本充电又能给手机、平板电脑充电的产品，还能用于车充。 我在之前文章中曾经提到，品牌首先要选定价值——你准备给消费者提供什么?罗马仕的老雷就选定了这一明确的价值。 跟别人不同的是，他没有立刻拿出产品去卖，而是默默的研发了一年半，直到2013年3月才上市。 为什么?要知道移动电源市场可能也就火几年，有必要这么费劲研to find solutions. Especially valuable is, these two missions took the city in Beijing, the considerable work in blue, from yinglaisongwang, provide services to invite businessmen and for major projects, micromanaging, hands-on, real offices full service, full service role. Hotel in Pingliang, Pingliang building and printingBrush factory service quality and service levels have also been further enhanced. Second, creatively work towards funding projects onto a new stage. The Beijing liaison office LAN from simple secure funding, and the shift to a more directly involved in the project, from the small projects to large projects to introduce change, strengthening project work. Liaison Office in Beijing, always put the report convergence and implementation, as reported to national construction projects, I work a top priority, take the initiative to strengthen contacts with national ministries and provincial authorities on contact and, from top to bottom convergence projects in advance, timely feedback on the city and the County (district). Liaison Office in Beijing this year, and cooperate with, or directly with item 8 of the interface implemented on the national, provincial, for State investment of nearly 20 million Yuan. The blue Office closely around the city's four pillar industries, large projects and more mature projects, brand focus and direction of the project as an investment. Grasp the 发吗?很多同行也不了解，觉得很奇怪。 其实这个领域虽然没有技术含量，但化学转电能这种技术还是有很多细节可以打磨的，充电的时候不能发热，否则影响寿命。 而背后的故事也很老套(所以我不描述故事的情节，而只是分析背后选择的思路历程)，就是老雷大部分时间一直潜心打磨产品，做出几十个型号，然后分批实验销售效果和市场调研，最后，只选定一款推出来(现在又陆续推出几款，但一开始，只选一款)。 他不是选择细分市场，做差异化的型号，而是选择主流市场，所以这一款产品要选择极简风格，跟苹果一样。 但是，在价格上，毫不留情降价，打超值概念，远远超过客户对移动电源的期望。当时整个行业里面类似的产品价格是128，他们一来就卖到99，直接砍掉1/4，很多同行降到99，他们又降到69，“69已经是成本价，69我工厂出货已经赚了一点点，零售我可以不赚钱，但你能跟吗?”老雷对自己的成本控制很自信。(69元的产品每个月销售30多万个) 推出的第一个月卖了一万多个，2013年双十一一天卖了30多万个，超过两千万的销售额，整个3C类目排名第一，到今年三月份，整整一年了，销售额接近五个亿，无论是淘宝还是京东，全网第一。 to find solutions. Especially valuable is, these two missions took the city in Beijing, the considerable work in blue, from yin亿邦动力网——电子商务专业媒体 glaisongwang, provide services to invite businessmen and for major projects, micromanaging, hands-on, real offices full service, full service role. Hotel in Pingliang, Pingliang building and printingBrush factory service quality and service levels have also been further enhanced. Second, creatively work towards funding projects onto a new stage. The Beijing liaison office LAN from simple secure funding, and the shift to a more directly involved in the project, from the small projects to large projects to introduce change, strengthening project work. Liaison Office in Beijing, always put the report convergence and implementation, as reported to national construction projects, I work a top priority, take the initiative to strengthen contacts with national ministries and provincial authorities on contact and, from top to bottom convergence projects in advance, timely feedback on the city and the County (district). Liaison Office in Beijing this year, and cooperate with, or directly with item 8 of the interface implemented on the national, provincial, for State investment of nearly 20 million Yuan. The blue Office closely around the city's four pillar industries, large projects and more mature projects, brand focus and direction of the project as an investment. Grasp the 成为类目第一之后，各种资源就倾斜过来了，这个时候，你再丰富产品，拿出利润款，水到渠成，这就是老雷用了接近两年的时间，打磨产品带来的基础竞争力。 说到这里，应该可以回应开头的意思，什么才是真正的“小米模式”?看惯了营销流行榜起起落落的人，对那些包装出来的概念应该有一定的鉴别力。抛开一个又一个扑朔迷离的、高大上的名词，其实小米成功模式的只有两条: 第一，一开始专注打磨一款产品; 第二，毫不留情的价格战! 你看，小米就是用粉丝营销包装起来的价格战，要是雷军就说自己是打价格战的，那完蛋了，2013年度经济人物，绝不会给他。 这两点看起来很掉价，却很本质，也很管用! 只是当初老雷定这个思路的时候，“小米模式”还没出来，那个时候，小米还在和周鸿祎对掐，等到小米成功的时候，他才发现自己和雷军用了同样的路数。 很显然，你做的型号越多，你开发的成本越大，你就不能有规模优势。工厂最重要的就是规模效应对整个供应链带来的价值。 to find solutions. Especially valuable is, these two missions took the city in Beijing, the considerable work in blue, from yinglaisongwang, provide services to invite businessmen and for major projects, micromanaging, hands-on, real offices full service, full service role. Hotel in Pingliang, Pingliang building and printingBrush factory service quality and service levels have also been further enhanced. Second, creatively work towards funding projects onto a new stage. The Beijing liaison office LAN from simple secure funding, and the shift to a more directly involved in the project, from the small projects to large projects to introduce change, strengthening project work. Liaison Office in Beijing, always put the report convergence and implementation, as reported to national construction projects, I work a top priority, take the initiative to strengthen contacts with national ministries and provincial authorities on contact and, from top to bottom convergence projects in advance, timely feedback on the city and the County (district). Liaison Office in Beijing this year, and cooperate with, or directly with item 8 of the interface implemented on the national, provincial, for State investment of nearly 20 million Yuan. The blue Office closely around the city's four pillar industries, large projects and more mature projects, brand focus and direction of the project as an investment. Grasp the 但是，老雷比雷军(才发现，两个人都姓雷，莫非姓雷的都喜欢这个模式?这个发现好“雷”人)有一个优势，他们供应链反应极快，若是今天投料，明天中午成品就做出来了，下午就发走了，几乎O库存。这就是代工厂的“快速”规模化能力，但是，这个能力只有在产品型号简单的背景下才能实现。 这一节开头的问题，为什么那么重要?也在这里，你的营销模式和你的供应链能力是需要匹配的，这样才能在全链条上叠加势能。 风险也很大 尽管我把过程轻描淡写，但老雷其实并不轻松，一是源于电商变化太快，比如腾讯和阿里的O2O之争，说不定罗马仕也要考虑O2O的 to find solutions. Especially valuable is, these two missions took the city in Beijing, the considerable work in blue, from yin亿邦动力网——电子商务专业媒体 glaisongwang, provide services to invite businessmen and for major projects, micromanaging, hands-on, real offices full service, full service role. Hotel in Pingliang, Pingliang building and printingBrush factory service quality and service levels have also been further enhanced. Second, creatively work towards funding projects onto a new stage. The Beijing liaison office LAN from simple secure funding, and the shift to a more directly involved in the project, from the small projects to large projects to introduce change, strengthening project work. Liaison Office in Beijing, always put the report convergence and implementation, as reported to national construction projects, I work a top priority, take the initiative to strengthen contacts with national ministries and provincial authorities on contact and, from top to bottom convergence projects in advance, timely feedback on the city and the County (district). Liaison Office in Beijing this year, and cooperate with, or directly with item 8 of the interface implemented on the national, provincial, for State investment of nearly 20 million Yuan. The blue Office closely around the city's four pillar industries, large projects and more mature projects, brand focus and direction of the project as an investment. Grasp the 布局了呢，所以老雷每次去派代复训，都不断跟圈里人打听电商界的变化。 这个时代，最怕的就是昨天的成功经验，往往就是明天的绊脚石，所以老雷只做线上，也不安全。 何况，老雷所处的移动电源行业被大家长期看淡，这个行业还能火多久?居然花费这么多的实践打磨产品，万一，一两年之后，这个产业跟笔记本电池一样日薄西山了，老雷岂不是很吃亏? 这就要提到刚才说的买手制了，给了老雷很多启发。 笔记本电池，他做到了世界冠军;转型移动电源，一年就做到国内全网冠军;那么自己这些年打造出来的究竟是产品生产能力还是产品塑造能力? 这有着最本质的不同，因为选择的方向不同，意味着自己企业的体制究竟是一直做生产工厂还是做产品平台? 老雷之所以很欣赏韩都衣舍，就是感觉这个企业的买手制其实是产品平台、品牌平台，这样的企业是在市场上最有活力的。 自己所在3C配件领域，其实也有这样的机会做产品平台，也就是渠道品牌，做3C配件的屈臣氏，有何不可? to find solutions. Especially valuable is, these two missions took the city in Beijing, the considerable work in blue, from yinglaisongwang, provide services to invite businessmen and for major projects, micromanaging, hands-on, real offices full service, full service role. Hotel in Pingliang, Pingliang building and printingBrush factory service quality and service levels have also been further enhanced. Second, creatively work towards funding projects onto a new stage. The Beijing liaison office LAN from simple secure funding, and the shift to a more directly involved in the project, from the small projects to large projects to introduce change, strengthening project work. Liaison Office in Beijing, always put the report convergence and implementation, as reported to national construction projects, I work a top priority, take the initiative to strengthen contacts with national ministries and provincial authorities on contact and, from top to bottom convergence projects in advance, timely feedback on the city and the County (district). Liaison Office in Beijing this year, and cooperate with, or directly with item 8 of the interface implemented on the national, provincial, for State investment of nearly 20 million Yuan. The blue Office closely around the city's four pillar industries, large projects and more mature projects, brand focus and direction of the project as an investment. Grasp the 用打造罗马仕的精神打造一个又一个3C配件，最后成为一个高品质的渠道品牌，自己的转型才有意义，否则从笔记本电池到移动电源，这都是阶段性竞争力，做到冠军又怎样?还不是说没就没，就跟诺基亚似的。 这才是转型的最终目的，你有这样的决心之后，才会从头倒推自己的体制，重新组合一批具有产品精神的产品经理，聚在一起，这才是更有意义的事儿。 而这件事，老雷打算用十年去做，所以去年一年的这点成绩，他拜托我，不要写的太厉害，他要走的路，还有很长。 ----------关于亿邦动力网---------- 亿邦动力网是电子商务新闻门户，秉承独立立场、专业精神、严谨态度，做好电子商务新闻。 订阅亿邦动力网官方微信，每日获取最新电商动态，回复关键字可获取更多电商新闻。 to find solutions. Especially valuable is, these two missions took the city in Beijing, the considerable work in blue, from yin亿邦动力网——电子商务专业媒体 glaisongwang, provide services to invite businessmen and for major projects, micromanaging, hands-on, real offices full service, full service role. Hotel in Pingliang, Pingliang building and printingBrush factory service quality and service levels have also been further enhanced. Second, creatively work towards funding projects onto a new stage. The Beijing liaison office LAN from simple secure funding, and the shift to a more directly involved in the project, from the small projects to large projects to introduce change, strengthening project work. Liaison Office in Beijing, always put the report convergence and implementation, as reported to national construction projects, I work a top priority, take the initiative to strengthen contacts with national ministries and provincial authorities on contact and, from top to bottom convergence projects in advance, timely feedback on the city and the County (district). Liaison Office in Beijing this year, and cooperate with, or directly with item 8 of the interface implemented on the national, provincial, for State investment of nearly 20 million Yuan. The blue Office closely around the city's four pillar industries, large projects and more mature projects, brand focus and direction of the project as an investment. Grasp the to find solutions. Especially valuable is, these two missions took the city in Beijing, the considerable work in blue, from yinglaisongwang, provide services to invite businessmen and for major projects, micromanaging, hands-on, real offices full service, full service role. Hotel in Pingliang, Pingliang building and printingBrush factory service quality and service levels have also been further enhanced. Second, creatively work towards funding projects onto a new stage. The Beijing liaison office LAN from simple secure funding, and the shift to a more directly involved in the project, from the small projects to large projects to introduce change, strengthening project work. Liaison Office in Beijing, always put the report convergence and implementation, as reported to national construction projects, I work a top priority, take the initiative to strengthen contacts with national ministries and provincial authorities on contact and, from top to bottom convergence projects in advance, timely feedback on the city and the County (district). Liaison Office in Beijing this year, and cooperate with, or directly with item 8 of the interface implemented on the national, provincial, for State investment of nearly 20 million Yuan. The blue Office closely around the city's four pillar industries, large projects and more mature projects, brand focus and direction of the project as an investment. Grasp the