松果購物競爭策略分析

Abstract

台灣電商產業經過了過去20年發展，金物流及平台介面都已相當成熟，隨著產業規模變大，以及2016年蝦皮等外來競爭者以補貼策略進入台灣市場，引發各電商公司間更強烈的價格競爭，在競爭中往往最難找到自己合適定位的是小型公司，本研究所探討的「松果購物」就是面臨強烈競爭的一小型電商平台。 有許多文獻應用一些策略工具(例如Value Proposition Canvas, Strategy Canvas…)來探討外界認為成功的公司並為其歸納出成功的原因，但把這些策略工具應用於尚未成功的小型企業，可能因為大家的關注度不高，因而較少有公開資料，本研究試著透過這些策略工具來協助松果購物找到未來的最適策略。 透過使用這些策略工具做為松果團隊內部討論的架構，團隊將未來一年的主要5個發展方向定為: (1)聚焦於「生活居家」商品類別和顧客族群 (2)發展「顧客忠誠度計劃」(3)打造平台「好逛好買」的特色 (4)加強平台的「真實互動」 (5)客製化的喚回機制。列出這些方向後，松果購物團隊已陸續投入資源往這些方向發展，預期可解決一部份平台對消費者端定位不清的問題。 不同的策略工具是由不同視角檢視一個企業，松果團隊發現使用不同策略工具所導引出來的發展方向，能形成互補的結論。「顧客旅程地圖」著重在使用者使用服務的歷程，「Value Proposition Canvas」著重於讓公司資源投入在符合顧客需求的項目，「Strategy Canvas」探討的是資源的配置以達到和競爭者的差異化。這些工具的觀點也有部份重疊，因此於上述的5個發展方向中，也有其中2個在不只一個策略工具討論的時候被提出。團隊認為同時應用這些工具有助於導引企業做出最適的策略方向。

Mobix Corp is a B2B2C marketplace I co-founded in 2016. With monthly sales of NT$60 million, Mobix has the size that is about 1/50th of the largest player in Taiwan. In 2016, Singapore based company shopee.com entered Taiwan market with it’s free shipping program and soon got significant market share. This gave local players tremendous pressure and since then most large Ecommerce companies in Taiwan cut their product prices to compete against each other. The market became very fierce. In such a crowded market, small Ecommerce companies like Mobix need to differentiate their services from their rivals to survive. In this study, I use business strategy tools including “Customer Journey Map”, “Value Proposition Canvas” and “Strategy Canvas” to see if they could help Mobix team to create effective strategies. These tools are widely used to explain why some companies are more successful than others. Many small companies may use these tools in their internal discussion, but there are very few public documents about use cases for small companies. This makes me wonder if these tools are useful for small companies like Mobix to create effective business strategies. After the Mobix’s management team used these tools to analyze the business, the team found these tools could be used in conjunction with each other since they would address issues from different perspectives. “Customer Journey Map” is used to improve user experiences. “Value Proposition Canvas” is used to allocate company resources to match the needs of customers. “Strategy Canvas” is to differentiate a business from it’s competitors. In this study, the Mobix team created 5 projects with these tools: (1) Focusing on product category of “home and living”. (2) Developing loyalty program. (3) Making users easy for random browsing. (4) Adding more “social” elements into the service. (5) Customized retargeting messages. 2 of the above 5 projects are made from more than one strategy tool. In this study, we conclude that using these tools together could benefit Mobix Corp in its strategy making process.