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文/非DoNews社区作者 程小琼

IDG资本中国区总裁周全听了章燎原5分钟项目介绍就走了出去。晚上章燎原就接到了其合伙人李丰的电话,确定IDG资本将给自己的创业项目“三只松鼠”注入资本金1000万元,这是中国农产品电商迄今为止获得的最大一笔天使投资。

“总体而言,食品电商要比服装、化妆品机会多一点,食品线上销售比线下销售有绝对的仓储时间优势。我想,没有人会拒绝新鲜。”这是章燎原选择从职业经理人到创业者身份转变的原因之一——互联网食品行业创业的最后机会尚存。

在他看来,电商领域还有三年左右创立品牌的时机,错过这个窗口期,各领域都会出现大品牌,后来者再想居上必定难度和成本更大。已经有了10年食品行业从业经历的他不愿看着机会溜走。

章燎原在电商江湖上有一个更响亮的名号:老爹,他曾经是“壳壳果老爹”,如今的“松鼠老爹”。2011年,他用一年时间打造了“壳壳果”这个网络坚果品牌,创造了销售额从0到1800万元的神话。

一年后,出走壳壳果的章燎原,创立互联网食品品牌“三只松鼠”,因为1个PPT和10分钟的演讲获得1000万的风险投资。

壳壳果这个尚且嗷嗷待哺的线上坚果品牌新生儿突然间被断奶,业内普遍关注的问题便是:没有了老爹的壳壳果还可以走多久?线上坚果品牌头把交椅的阵地战会不会因为这“三只松鼠”携千万风投强势崛起而变得更加血腥和惨烈?

在这场阵地战中,谁都希望坐上并且坐稳第一的宝座,因为互联网没有第二名,只有第一名,赢者通吃。而根据中国食品协会坚果炒货分会的统计数据,2012年类目市场规模约为380亿元,线上销售额只占其中3%左右。网络坚果第一品牌成为坚果行业共同认可的品牌还有很长的路要走。

混沌:市场萌芽期

2006年9月8日,白露,浙江临安的山核桃开打。

身为临安昌化人的余中武从临安开车到宁波,途中想到自己的老爸“一大把年纪还攀爬在十几米高的树桠上打山核桃”,有点唏嘘,而当时山核桃的销路还不是很畅通。在“中国山核桃之都”临安,竟然拿不出一个全国性的山核桃品牌,这让当时已经在餐饮业创业许久的余中武找到了一个释放家乡情怀的机会,第二天他便跑去工商局注册“新农哥”这一商标,从此致力于打造一个临安人自己的山核桃品牌。

如今的新农哥已是淘宝天猫平台上销售额第一的坚果品牌。

余中武今年40岁,宁波大学土木工程系毕业,毕业后在外资企业工作6年,横店集团做过1年管理,随后开始了餐饮创业。多年商场的摸爬滚打,让余中武对于商业的本质有较为清晰的认知。成立一个月的新农哥很快开始在超市铺设渠道,入驻乐购、沃尔玛、家乐福、华润万家、新一佳等大超市。

2008年6月,拥有敏锐商业嗅觉的余中武嗅到了电子商务带来的新商机,于是带领新农哥试水线上,但一直不温不火,起色不大。虽然余中武意识到电子商务作为一个新商业模式会有所作为,但自己一时半会儿还没有摸透门路,直到2010年他参加淘宝大学网商MBA培训。

在学习的过程中他读了美国人特劳特的《定位》一书,对照自己的店铺运营现状,开始了大刀阔斧的改革:2010年7月他将天猫商城专营店砍掉,只销售新农哥品牌的产品;2010年12月,正是坚果销售旺季之时,新农哥终止与所有商超合作,专心做线上坚果品牌;2011年2月,在砍掉专营店七个月之后,余中武力排众议又将蜜饯花茶等非坚果类产品线全部砍掉,专注做坚果炒货类目。

余中武认为这背后的思考逻辑很简单:线上的发展轨迹要能在线下找到映衬,商业逻辑并没有因为电子商务的出现发生本质改变,电子商务只是改变了商圈的物理属性,没有改变商业的本质。渠道的发展受资金驱使,新农哥没有资金就很难做,但产品品牌可以经久不衰。而不断地砍去不相干的产品线,可以让新农哥这个品牌定位更清晰、更专注。

在新农哥一步步走向细分和专注时,2011年1月1日,35岁的章燎原带着 “只在线上销售15天生产的坚果”品牌“壳壳果”以黑马之姿席卷线上。

初创:细分与聚焦

打造壳壳果之前,章燎原是安徽詹氏食品有限公司的董事总经理。安徽詹氏食品有限公司总部位于宁国,1998年成立,目前是山核桃这一单一品类的行业龙头企业。2002年,进入詹氏的章燎原,从底层做起,搬货、送货、跑市场……一路成长至区域经理、营销总监、董事总经理,利用“詹氏”山核桃细分品类突围,并定位于徽派文化,主打高端礼品市场,2010年实现销售近2亿元。

天猫的一个广告“没人上街不代表没人逛街”让章燎原对电子商务产生兴趣,初期他也是在网上销售詹氏的产品,但发现渠道冲突严重,而撇开原有产品定位独创一个电子商务品牌可以解决这个冲突。

章燎原也是特劳特《定位》的忠实粉丝,只有中专毕业的他自学完了所有关于营销类的大学课程。在运营一个新品牌之前,他一定会运用定位理论想清楚自己到底要传递给消费者一个怎样的品牌认知,与其他同类的品牌做区隔。

在壳壳果这个新生品牌的运作上,章燎原用了三个聚焦:首先让品牌成为品类的代表——“磕坚果 壳壳果”,用简单、易记的口号渗透消费者。其次给顾客一个购买理由,强调“我们只在线上卖15天内生产的坚果”,让消费者通过3个信息进行品牌区隔:第一,壳壳果只做坚果;第二,壳壳果只在线上卖坚果;第三,壳壳果只卖15天内生产的坚果。

最后是降低顾客尝试购买的成本,通过各类促销、团购、试用等手段,把利润直接转化为产品广告的一部分,吸引消费者尝试购买,推高复购率。

这一品牌战略让壳壳果甫一出世就一鸣惊人,以8个月1000万元的销售额迅速引起电商界的围观,章燎原关于初创品牌运营的一些做法和经验理论也很快被同行复制,被电商界捧为圣经。

此时已在电商圈浸泡了4年有余的新农哥已经形成了自己的发展节奏,在细分领域里的坚守有了回报——2011年新农哥被评为坚果行业唯一一家淘品牌即如今的天猫原创品牌,2012年成为全球十大网货品牌,目前淘宝上销量第一。余中武也一直关注着壳壳果的发展,选择“战略上忽视,战术上重视”——同行营销做得好的地方一定要学习,但同时他认为“做品牌要务实、低调,如同马拉松比赛,必须具备保持极强均衡的能力,用百米冲刺的速度来跑一定会出现后续乏力,发展一定会出现大的问题”。

耐力、耐心是赢得品牌马拉松赛跑的重要因素,大浪淘沙,“剩”者才有机会为王。

定位:主要看资源

正当电商企业密切关注壳壳果这匹黑马第二年的战略规划和动作时,章燎原出人意料地选择了创业。他辞去了詹氏董事总经理及壳壳果CEO一职,带着IDG资本投资的1000万元创立了一个新的互联网食品品牌“三只松鼠”。

不要专做坚果细分类目,这是章燎原认定的一大原则。他一手打造的壳壳果已经定位在“网络坚果第一品牌”,无论从做人做事的角度考虑都不允许他再创立一个类似的品牌。而章燎原选择创业还有一大原因是“想做一个纯互联网森林食品品牌,没有传统企业的包袱”。

对于很多人认为“三只松鼠”首期主打坚果类产品对壳壳果带来的竞争效应,章燎原回应“我们是做多品类的纯互联网森林食品品牌,不是另一个坚果品牌”。6月19日正式上线的三只松鼠,目前主推坚果类产品,一周时间日均过百单,一个月时间内日成交订单数达到300单,日成交量过2万元,目前其核心产品还是坚果类,但章燎原称店铺很快就会有花茶、蜜饯等茶叶干果类的产品上线,所有的产品都被归为“森林系”,倡导“慢食快活”的生活方式。

这一定位,章燎原向《天下网商》坦言自己也思索了很久。章燎原一直提倡聚焦战略,看好细分市场的发展,如今的三只松鼠所定位的“互联网森林食品”品牌字面上理解宽泛宏大,无法聚焦某一个产品品类。

三只松鼠倡导“慢食快活”生活方式的定位,有点类似于美国著名的服装品牌拉尔夫·劳伦。1968年,拉尔夫·劳伦(Ralph Lauren)男装公司成立,并推出第一个针对成功都市男士设计的介于正式和休闲风格之间的POLO衫。随着品牌的产品线拓展,最终品牌没有局限在男女士的POLO衫,香水、家具、器皿也都被纳入产品线内,只要产品迎合“顾客对上层社会完美生活的向往”。

给消费者传递和塑造一个概念性的品牌定位,远比一个实物来的困难。章燎原认为营销定位的根本在于你背后支持定位灌输的资源有多少。如果已有的资源只够做好一个坚果类目,那就老老实实聚焦坚果,而手握1000万元风投的三只松鼠在章燎原眼里,显然有足够的资源支撑做更抽象的品牌定位。

从这个角度出发,三只松鼠若干年后可能销售从森林里采摘回来的新鲜蘑菇。对记者的这个设想,章燎原认为完全有可能,不过这些都仰赖一个制胜法宝:店铺可以提供极致的客服体验。

惊喜:离消费者更近

对于一个食品品牌,线下销售的优势是可以根据实物的品相和试吃来做消费决定,劣势是无法做到消费者和客服人员的一对一专属服务。而线上销售虽看不见吃不得,但是一个成熟的客服在旺旺上可以同时应对二三十个消费者,而且通过语言和表情可以让对方体验到个性化的服务。章燎原认为既然定位是纯互联网品牌,就要把互联网的个性化服务做到极致,让消费者体验一次之后欲罢不能,开心快活地下单和分享。

几乎所有的食品电商,都明白客服体验对于消费者重复购买的影响力。余中武给新农哥制定了客服三大原则:首先从我卖到他买,让消费者主动来买,顾问式销售;第二,从价格到价值的转变,让消费者在贴心的交流中认同新农哥的价值;第三,从来不说同行的坏话。

新农哥成立6年多,目前已有100多人的团队,余中武目前主要做一些战略性布局,带领新农哥“可以走得慢一点,但方向不要错”,基本不亲自参与实操性的事务,企业整体架构趋向成熟和稳定。而创业伊始的章燎原则带领自己30人的小团队开始建立和完善所有的流程,他不仅掌舵,也划桨。

为了打造极致的网购体验,章燎原编写了一篇上万字的“松鼠客服秘籍”,推出客服十二招,首页就是“做一只讨人喜欢的松鼠”,将消费者和客服的关系演化成主人和宠物的关系。在十二招里没有具体怎么做客服的话术,章燎原只指导自己的客服小松鼠们了解客户的心理,学习对待客户的态度和思维方式。他不仅自己每天要充当几小时客服,还要求全公司的人员参与到客服流程中来,所有与供应链有关的管理人员要“保证对客服工作的尊重”,因为客服对于消费者的每一次承诺均需要后端供应链的配合才能实现,在承诺“松鼠家的东西一定不会让你失望”的背后,隐含着每一只小松鼠的自尊,不可伤害。

在壳壳果的售后服务也可以看到这种极致的追求,从国际化、小资化情调的包装到随机赠送的小礼品都让消费者过目难忘。在与消费者的互动过程中,壳壳果也细心关注消费者的个人经历,及时表达来自商家的祝福和问候。

对消费者敢于做出承诺,不仅要兑现,而且还必须超出消费者的预期——这已经是提高消费体验的一个业内共识。于是购买坚果类的产品,消费者可以获得产品本身之外的惊喜:吃完用于擦手的湿巾、装果壳碎屑的果壳袋、手写的祝福贺卡、带有企业logo的魔豆等等。这些惊喜复制并不难,难的是让消费者在每一次网购的过程中获得与众不同的体验。

“未来的竞争是品牌和消费者距离的竞争,离消费者越近,赢的概率就越大”,余中武在采访中多次提及这一点。

核心:质量是生命线

尽管将消费者体验视为制胜的不二法门,但在余中武和章燎原看来,打造线上坚果品牌,产品和供应链仍然是核心。

坚果一般分两类:一类是树坚果,包括杏仁、腰果、榛子、核桃、松子、板栗、白果(银杏)、开心果、夏威夷果等;一类是种子坚果,包括花生、葵花子、南瓜子、西瓜子等。中国的天目山脉南北两麓为全国仅有的树坚果山核桃原产地,天目山阳面的临安是“中国山核桃之都”,阴面的宁国则是“中国山核桃之乡”。

然而这两个山核桃原产地的天然优势并未被充分开发和利用,坚果炒货的品牌区域性仍然很强,在江浙沪的超市里消费者见到最多的是杭州姚生记、宁波恒康,在安徽境内则是詹氏,属于浙江临安的坚果品牌却几乎叫不出一个。

如今在互联网上勤恳耕耘的新农哥、壳壳果、三只松鼠都希望借着电子商务的大势在全国消费市场上破局。

为了能够快速响应供应链,三家企业都选择落户山核桃的原产地附近:新农哥虽然运营中心在宁波,但2012年4月入驻了临安科技孵化园,投资2500万元在锦北、昌化设立6000平米的总配中心,两个中心所在地离所有的工厂都不过20分钟车程;壳壳果在宁国安徽詹氏食品有限公司的园区内,品控和大促活动人员调配都极为方便;章燎原将三只松鼠落地在芜湖,看重的也是离宁国和临安两个原产地近的基础上芜湖的物流优势。

在供应链的管理上,三家企业也是各有所长。

余中武形容新农哥做坚果是“天时地利人和,正当其时”,因为是昌化本地人,所以在政府和当地供应商的协调上,余中武如鱼得水。新农哥对当地供应商进行了近乎苛刻的筛选,“好人做好产品”,这是余中武所信奉的商业合作逻辑。为了加强品质控制,新农哥在昌化成立独立的实验室,产品由抽检升级到了全检,最大限度地保证了产品的质量。“质量是底线,没有任何妥协的余地。做品牌如同养儿子。供应商的产品质量不过关,好比给我自己的孩子下毒药,我肯定翻脸不认人。”为了保证对质量的直接把控,余中武只听取品控负责人的直接汇报——这种对产品质量的神经高度紧张,来自于余中武在餐饮行业的多年历练。

壳壳果背靠着安徽詹氏这个传统的行业大树,在一般人看来供应链管理的优势会更明显。章燎原指出,詹氏在山核桃这一单一品类的供应链管理上极强,但山核桃之外其他坚果的品类尚有提升的很大空间,如果能够快速复制山核桃产业链布局就会形成绝对优势。

三只松鼠的供应链管理则采取了核心环节自主,非核心外包合作的方式。三只松鼠创立的第一年,章燎原的首要任务便是完善源头管理,他认为产品的质量高低,70%~80%归因于原材料选择。目前三只松鼠正在全国范围内寻找产品的原产地,统一采取订单式合作,同时因为资金量充足而提前给预付款。原材料收购之后,章燎原委托当地企业生产加工成半成品,然后这些半成品被送回三只松鼠位于芜湖高新区的10000平米的封装工厂中,或存于0~5℃的冷库中,或保存在20℃恒温的全封闭车间中。

为何不效仿一些食品连锁巨头的做法完全委托加工,只做贴牌而自己专心做线上的营销和销售,这样不是更“轻电商”么?

“产品质量不可控,就不能做”,这是余中武和章燎原共同的回答。对于线上食品品牌初创阶段来说,质量和口碑是生命线,而网络传播的放大作用让商家在供应链管理上不得不慎之又慎。

随着品牌知名度的打开和销量的暴增,食品电商如何继续保持产品的高质量和客户的极致体验仍然是极大的考验。

难题:创新率不足2%

产品创新可以说是整个坚果炒货行业的大难题。

在坚果行业,产品创新最大的难点是原材料本身不具备太多创新的空间,余中武在2012年广州十大网货品牌评选的现场提到一个数字——坚果行业的创新率不足2%。

“千百年来山核桃都是差不多一个吃法,要创新也需要时间积累”,在接受《天下网商》采访,问及关于新农哥产品创新的现状时余中武这样回答。以山核桃举例,口味可以多种,也不过奶油椒盐;吃法可以小变,也不过手剥吃仁,无论怎么调配,很难超过10种选择。为了丰富线上的SKU,商家采取了从包装到重量到不同食法的一系列微创新。

章燎原则认为,从客户需求和营销概念建立客户认知的角度出发,所有改变产品微部的调整都可以称为创新,“搞发明搞颠覆性改变,这是对创新的误读”。

三只松鼠的主打产品“真好剥山核桃”由章燎原和临安手剥山核桃的创始人王新昌联合发明,产品特点是去壳时更薄,压得更碎,手剥更容易。而这样的产品微创新带来的成本上升,章燎原认为只有电子商务这一渠道有分摊和承受的能力。

想要让消费者接受单价上升,就需要同步做好产品特点的营销,告知消费者这个产品和其他产品的不同之处。在三只松鼠的页面上,消费者可以发现,此款产品无论是页面呈现的方式还是产品的包装设计都与其他产品有着很显著的区别。

而大部分店铺常用的方法是,同样的产品,不同的分量和组合形式,以此制造线上SKU丰富的表象。

结语:

2012年3月28日,章燎原在新浪微博写道:三只松鼠的运营:不仅仅是品牌定位,不仅仅是情感营销,不仅仅是要卖货,在未来3年它还要实现传媒属性和物流属性。我们希望三只松鼠成为电子商务食品界的一个互联网生态圈产业链的整合者,是基于互联网发展为顾客创造的一种更好的体验模式!

做一个纯互联网食品品牌,让消费者获得独一无二的网购体验,反向整合和改造供应链,随着市场的扩大可借由冷链物流的发达实现恒温仓库在各大城市落地,从而让消费者享用更新鲜的坚果以及其他类食品,这是章燎原对三只松鼠未来的构想。

而没有了“老爹”的壳壳果也免不了在参加2012年全球十大网商和十大网货品牌的初选中,经常被问到“老爹走了,壳壳果怎么办”这样的问题。在壳壳果二号员工,今年25岁的程健看来,壳壳果最艰苦的过渡时期已经过去了,“用我们这一代人的方式放开去闯吧,我们有责任继续成就壳壳果这个品牌”。在章燎原看来,将来壳壳果的运营不会有太大问题,关键点则在于电商企业与传统企业是否能够磨合的问题。

对于新农哥的未来,低调的余中武希望将自己的“几颗坚果”经营好,因为越了解这个行业就知道水越深,新农哥成为“坚果之王”的梦想更在于将品牌线上的影响力扩散到线下市场去,同时还要面临线下传统坚果品牌转身上线的强大攻势,正如余中武微博签名所言:跨大步,布大局。在这个瞬息万变、群雄争霸的坚果市场,新农哥要迈对步子,布好棋子,才能最终铺就通往他心目中“坚果之王”宝座的康庄大道。

电子商务有其神奇的一面,它可以让年轻人创造属于这个时代的奇迹,但也有其残酷的一面,商业的本质并没有因为电子商务的出现而改变太多。第一代电商们重电子渠道、轻商务规则,靠先发优势抢市场,眼下已吃到苦果发展瓶颈凸显;传统零售商懂商务,但是刚刚觉醒,对于网上渠道还稍显稚嫩。“未来一定属于既有线下商务经验,又有线上营销经验的第二代电商们,”章燎原说。

春秋战国,群雄逐鹿。在线上坚果类目里,硝烟四起,胜负仍未定,不过基本的游戏规则已定,后来者再想居上,不可谓不难矣。

======带个自私自利的小AD=========

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