Comparison of EC business model! Merit and demerit of single item repeat and comprehensive mail order

"I want you to purchase sales products regularly."
Many people are thinking about this. Regular purchase is one of the effects that EC site operators expect. By using the products sold over time and time, you can build trust with customers.
To do so, it is necessary to clarify the sales method according to the products you handle. This time, it is an overview of single items and comprehensive mail order, and explanations of their merits and demerits and success examples.

Here, we will explain the single item repeat and general mail order.

Single item repeat

A single item repeat is a sales method that expands repeat purchases by narrowing down the number of products.

It is characterized by the fact that a wide variety of products do not develop a wide range of products, but to reduce inventory risk and operation costs by narrowing the number of products. The recognition of single -item repeats was gradually increasing, and in 2016 it increased to 290 billion yen. Most single -item repeats are sold in -house products, and there are few cases where we purchase non -company products and operate single items.

General mail order

Comprehensive mail order is an EC site that has a wide range of products.

It is difficult to predict prospective customers from attributes because they are not specialized in one genre. In advertising and advertising, you need to approach many users. For this reason, general mail order sells various products, so the disadvantage is that it is easy to wear other general mail order sites and products.

General mail order is easy to get into price competition, and customers judge by price and select the purchase site. For this reason, the repeater rate for acquiring new customers tends to be low.

Here, we will explain the merits and demerits of single items and comprehensive sales.

Single item repeat

merit

A single item repeat is a sales method that is based on repeat purchase.

The purchase of continuous customers is easy to make forecasts in advance, so it will be clarified how much the amount will be produced. If the production is easier to manage, it will lead to management stability. Single -item repeats often sell their own manufacturing products, and there are no sellers of the same product other than their own. Therefore, the advantage is that it is difficult to get involved in price competition.

Demerit

The disadvantage is that single -item repeat is difficult to attract early customers.

Most of the time, promotional activities such as advertising and advertising are attracting customers. It is a model that is easy to stabilize after the sale is on the track to some extent, but in the early stages of the operation, it is difficult to increase sales due to the cost of advertising, so management is required. At the same time, single -item repeat tends to be more likely to expand the cognitive expansion. It is very difficult to expand the initial cognitive in a single item that sells its own products.

General mail order

merit

General mail order can adjust the interval between product purchases.

Specifically, there is a possibility of purchasing a different product the next day. For single items, once you purchase cosmetics or health foods, you will have a certain period of time until it is purchased again. Therefore, you can approach the timing of customers who use up the purchased products.

Demerit

The disadvantage is that general mail order has a large number of products.

As the number of products handled increases, not only the total number of stocks increases, but also various costs such as purchase, storage, product registration work, and inventory management. In addition, since general mail order sells various products, it is also a disadvantage that other general mail order sites and products are easy to cover. Including in price competition, customers tend to have a low new customer acquisition rate because customers select a purchase site based on the price.

Introducing a single item repeat and successful general mail order examples.

Single item repeat

FANCL

Funkel is a company that sells mainly health foods and cosmetics.

FANCL is particular about additive -free, creating original added value. At the same time, it is also characterized by the release of the official app and spending time on customer nuring.

https://www.fancl.co.jp/

Jay Frontier

Jay Frontier is a company specializing in the healthcare area.

Single items have recorded sales of 6 billion yen or more, and the success factor is promoting by casting. Among them, the focus is on a measure that uses talent to collaborate with the media. Not only will the talent use the product, but it also leads to the appeal while feeling the effect.

Suntory Wellness

Suntory Wernes is a company that develops single items, mainly health foods.

The feature is that we have established research facilities in -house and focus on product development. We sell cosmetics in -house and have a wide range of customers who are interested in beauty and health.

https://www.suntory-kenko.com/

General mail order

Rakuten

Rakuten Ichiba is an EC site operated by Rakuten.

It is one of the largest Internet shopping -related services in Japan and has been the core business since its founding. Rakuten Ichiba features a wide range of products such as books, food, concert tickets, insurance, and real estate.

Amazon

This is an EC site that was born in 1994, "Cadabbra.com", and later renamed Amazon.com.

The motto is the corporate philosophy of "the most abundant assortment on the earth", and the company name is adopted from the Amazon River, which has the world's largest basin area. The official service of the book sales site was launched in 1995, and the Japanese corporation Amazon Japan was established in 2000.

Yahoo shopping

This is an EC site operated by SoftBank Group Z Holdings (ZHD).

It is a "shopping mall type" operation style, with more than 870,000 stores in Japan. Rakuten Ichiba is about 47,000 stores, so the number of stores is exactly an order of magnitude. Yahoo! Shopping is free for initial costs, monthly fixed costs, and sales royalties.

This time, I have explained the differences between single items repeat and general mail order.
Depending on the number of products and genres handled on the EC site, you must select either a single item repeat or a comprehensive mail order. If you are worried about "I don't know which one to choose" or "I want you to tell me how to operate", please contact Go Ride!