The fishing gear industry has been developing offline for 20 years, and various categories such as fishing rods, fishing lines, hooks, and bait have competed for the leader. Although they belong to the fishing gear industry, some of them belong to different industries. Fishing bait and fishing line are fast-moving consumer goods The fishing rod and box are durable goods and have a long service life.
20 years of an offline sales competition, looking at the scale of advertising, FMCG fishing gear has placed a lot of advertisements in vertical media such as Happy Fishing, Four Seas Fishing, and magazines. These companies were the first to find gold in the fishing gear industry.
Take the bait in FMCG fishing gear and the fishing rod in durable fishing gear as an example:
1. The channel radiation of community stores is limited. Compared with fishing rods, bait belongs to fast-moving consumer goods, while offline markets rely on wholesalers, wholesalers rely on terminals, and terminals rely on the consumption of fishermen within a few miles, and the number of these fishermen is limited (after all, fishing It is a small group of people, and the proportion of fishermen within a range is limited), their frequency of buying fishing rods is definitely far lower than the consumption frequency of buying bait; in addition, the bait is effective after buying it, and they continue to follow up. , and the fishing rod is bought, if the rod is broken, it will not be purchased again. The same setting is the same brand. In another case, the rod is not broken after buying it. When you buy it again, you will also try new and other fishing rods, so this It highlights the huge advantage of the bait
2. The core process cost is controlled by others. The core of the production process of fishing rods is to use charcoal as raw materials. Tabu is purchased from foreign companies, and the price is extremely high. Most fishing rod farms purchase charcoal to make fishing rods. There is no ability to produce fishing rods, that is, your core cost is in the hands of others, so the cost of fishing rods remains high; on the contrary, the raw materials of fishing bait products can be purchased domestically, and the price is extremely low, so the gross profit is very high good
Of course, there are also issues such as channel overstocking, etc. The above two cores explain why 20 years of offline fishing gear companies are all making big money.
Since 2013, the e-commerce market has gradually prospered. At this time, some small fishing rod companies with no way out chose this network road, and gradually won good growth, and then mushroomed into a large number of offline fishing gear brand networks in two years The store has started a new round of online fighting.
And this is a brand new world. At this time, the world of fishing rod companies has come down. Because e-commerce involves the issue of express delivery fees, the express delivery fee is generally ranging from 3-7 yuan, which happens to be a package of bait, hooks, etc. Price, so the disadvantages of selling fishing gear and bait with free shipping are immediately apparent: 1. The unit price of the product is low, and it is difficult to use free shipping; 2. The gross profit is high, the net profit is low, the express fee is high, and the money earned is all given to the express company. Therefore, from the beginning of fishing gear e-commerce, all the top sellers of fishing gear are fishing rod manufacturers, and they found their second spring here.
With the growth of the fishing gear market in the entire online market in 2016 and 2017, the growth of the entire online market has entered a stable period, while the fishing rod products belong to the durable goods market, and visitors and sales are gradually overdrawn on the Internet. Lines, bait, floats and other small accessories market segments, but the entry at this time is extraordinary because the shop's fishing rod products support the customer's unit price, and the fishing bait is directly shipped, and there is no loss of money for the fishing rod to share the shipping cost. All the previous markets will be gradually occupied.
The market logic of e-commerce is nine out of nine, high customer orders lead to low customer orders! In the fishing gear industry, if you want to be a TOP merchant, and then do not enter the mainstream fishing rod market, then I can only say that you are temporarily ahead, because no matter what sub-categories you do, you will eventually become a TOP merchant of fishing rods (with enough Profits and a mature team) enter your market and cannibalize your market, eventually forcing you out;
Then why did the leading fast-moving fishing gear companies not quickly enter the fishing rod market, and did not make good use of their own channels and users to devour the fishing rod market when the offline market was fighting? The reason for the slow development of the fishing gear industry for about 10 years is that all the manufacturers in the fishing gear industry are the first pot of gold that the factory started to earn. If I want to enter the fishing rod market, I must first build a fishing rod factory. Only in this way can I have a sense of security and dare to enter the fishing rod market. After this, I find that the cost is too high and it is difficult to maintain it, and I can only stagger forward;
So why is it that in the current online market, good fishing rod merchants can erode your market segment? The reason is very simple: 1. At this time, Internet thinking has prevailed in the world, and I don’t need a factory, but my products can be sold all over the world (Xiaomi and Jiang Xiaobai are not the cases), so they are all OEM thinking, quick response and controllable quality; 2. The factory has been completed. When the factories of the entire fishing gear industry are fighting offline, they are desperately building factories to make production lines. When they are built, they find that the offline market is shrinking, and there is excess capacity at this time, so they are willing to accept OEM orders. , so as to keep the factory from falling!
The glorious development of fishing gear e-commerce has gradually stepped out of the watershed in just 5 years. Small industries must expand the market, otherwise, they will eventually fade out of the market. After you hold the mainstream market dominated by fishing rods, you will start to attack other categories. You will find that other categories of brands are paper-tiger. Although it is easy to say, the shortcoming of such enterprises is capital, so when you are a TOP online brand, you must use the power of capital to expand the market, expect capital to enter the industry to expand the market, and bring the lifestyle of fishing to more people The casual way inside!