C2B How to attract more people to attend

Consumers are usually more likely to prefer personalized products. Bring them into the supply chain and drive upstream production. One way is to create a platform for others to participate in personalized production and to analyze the data that connects the community to the user. Products produced by demand. Relatively speaking, the other is small and beautiful, in the vertical field of development.

Today, E-commerce is moving towards consumer to BUSINESS,C2B. In my opinion, it is consumer (consumer) rather than customer (client) because its practical good is ultimately decided by the final consumer. In any case, the gist of this is the demand side of supply and demand. As a demand side, two important considerations:

1, whether things can meet my functional requirements, that is, can solve my problems or achieve my dream. Really can be a dream, for example, run faster, a pair of excellent performance shoes, can help, although you can not let you fly on the grass.

2, whether I pay, that is, the price is appropriate. Of course, this also contains a level, that is cost-effective. I think it's worth it. Everyone is willing to buy a bargain, a bargain means that the quality is bad, only if the price is low enough to lower the consumer's expectations, then you can get the sentence: a penny at a price.

From a supply standpoint, cost is a constant problem. An industrial society is characterized by economies of scale. Things can be copied, easy to replicate, the cost will become increasingly close to zero. This in the information society has been interpreted, although accompanied by the arrival of piracy. Of course, too much duplication can also be expensive to copy. As a supplier, it may be necessary to consider:

1. How to produce the customization? Each provider itself is not omnipotent, so customization must not be unrestrained? Unless one day, everything can be like 3D printing, users just to the machine to say what they want, and then into the corresponding materials, things came out, that is how magical future. In any case, modularity and limited customization are a bit more realistic for now. For example, tailor to make clothes, and make cakes or make cakes, cross-border things, of course, the premise is to have a customized basis.

2. What is the price of a custom item? Very high-end customization, such as haute Couture advanced custom clothing, instinct can be invited into the fashion show is already have the ability to pay. But this is part of the rich man's game, only at the tip of the pyramid. What if we do it on a daily basis? Can everyone use it? Is it possible to meet the needs of the general public? The price is a problem. The price is too low, the production of people are not born, naturally this business can not do. It's too high for anyone to buy or fail. So be sure to find the balance. If you can have a certain amount of production, will form a certain scale economy. That is to say, a certain amount of replication has been introduced to reduce costs.

In addition, from the point of view of production funds. Custom items are generally based on order production, then a certain deposit or the first payment in production, the cost of capital will be greatly reduced. And after the production of shipments, there will be no inventory costs, to a certain extent, will dilute the concern about the cost of supply. And this is actually transferred to the purchaser. They traded time for the service.

What kind of model can meet the requirements of customization and mass production?

Make customization no longer highbrow. or condescending a little less completely unique, can people get what they want? Let everyone participate in the design and participate in the promotion. That is to say, to involve consumers in the supply chain. Since customization is to meet the needs of consumers, consumers can also make a decision: I need to be unique? or can I share it with you? I don't think everything is showing off, and many times the cost of uniqueness is not low. In addition, how many people will feel that their custom-made things really so good, really meet their needs? Especially as a thing involving aesthetics and function? How can you get your customizations approved? In a time when more and more people will be vocal in various new media, You may be able to vote on this platform. See how everyone reacts. And what if this vote turns into production? What's the need? Everyone's influence in the new media is very different. The propagation radius varies. But everyone can try. Natural choices are inevitable. And this process, if there is a power to force, then everything will be more. The important thing is to give each of you the opportunity, the result is no way to control.

such as Kickstarter platform so that everyone can show their ideas and raise money to achieve. All kinds of dreams can be funded as long as others buy your story. Kicstarter insists that he is a platform for fulfilling dreams rather than doing business. In fact, it's not that big a difference, just whether or not to intervene in more links. Like teespring.com, everyone is allowed to design T-shirts and then sell them to make money. To a certain extent to achieve the customization (design) and mass production, but also the premise of pre-sale. As long as consumers are willing to spend time waiting, they can get their own recognized printed t-shirts. Teespring production is relatively simple, because it is not a complete custom production, but local customization, that is printing. This has been offered by many traditional manufacturers earlier, such as Nike's Nike ID, which allows you to choose a color for a particular shoe. In the example Apple Store allows you to engrave text. The biggest difference is that the designer can make a profit and not necessarily use the product teespring. So this forms the agent? And initiates the sale: The pre-sale that achieves the target quantity in a certain time. Thus raising the corresponding funds for production. Cost, that is, teespring supply costs will vary with the printing and quantity, and the designer's pricing determines his own profitability. The whole process, the designers do not need to invest money, need to do is to contribute their own design. Teespring or pricing by cost Plus to ensure your own profits. And the amount of control, also through pricing to pass. What the consumer needs is a vote, which means booking. How long it takes to wait is expected, consisting of two parts: the time of Sale (caimpaign) and the time of production to supply (lead times). The former is well set up, the latter is the integration of the supply chain, depending on the complexity of production.

Looking back, let's look at whether this model of popular agent customization can be used for other products, and several issues to consider:

1. How far is the distance between design and production? That is to say, the degree of customization, you can get the products you need, and can be produced.

2, how much need to be able to maintain, and profitability? So that everyone can participate in sales, and set the goal itself can achieve a quantity of assurance. Because the target has not reached the flower can not produce.

3, a design of the product can allow more people to launch sales? Does this cause separation of design and agent? Do you go with a traditional grading agent? itself through the pre-sale to complete the task does not need to invest in funds, and the traditional advanced goods after the sale is not the same, the threshold is much lower, only can be everyone can agent. But at this point, everyone's influence, especially social influence, is what you have in different circles. Different circles mean different segments of the market.

Of course, opening more agents will also mean a measure of assurance. The aggregation of more contact points requires consideration of time dispersion. If set in time, the convergence of goals is achieved, not done. This will also be a problem, because the pricing will not be unified, different amounts will be different. And if the final price is the same, then each agent's income will be different, this time may be a general agent to bear the corresponding risk. This risk will be transferred to the back of the production, so in fact, it will increase the overall system of difficulty and risk.

How to ensure production and supply

With the pre-sale, the next thing to rely on is capacity preparation. There is a problem to be balanced, the availability of capacity is different from different production requirements, sometimes not so easy to achieve. To be in the consumer willing to wait time to complete production, the formation of pre-sale can be useful. So this to a certain extent, there will be a certain demand for the forecast, which brings a certain risk factors.

Of course, the production and supply, return refunds and other things are inevitable. But the first thing to solve is, can the entire process of data analysis, so as to grasp a better trend? and is this a platform? Let designers, producers and consumers get what they need on this platform. Mr Ma invested in Sina's meager access to more imports, of course, more grasp the trend of consumers and trends. This is on the demand of the fuss, pull is better than push, at least demand-driven supply, efficiency is much higher. Other than that, inventory pressure is much less. When all the goods are in rapid flow, the current electronic business and many traditional retailers of the long-standing problem of inventory will be greatly alleviated. Data analysis of the trend of demand, so that the combination of demand to do, this is a great boon. Of course, this is also the reason for the current big data hot. But this is going to be a big topic, it's hard to handle here, no more talking. Or look at how the demand for finished products can be delivered upstream to expedite supply. The introduction of trend forecasting will introduce uncertainties and amplify the corresponding risks, requiring a judgment and balance. Depends on the reliability of the data analysis. The way to avoid it is to find a relatively stable demand and do it in manageable quantities.

Since the platform is mentioned, can the so-called mass production be produced in small quantities? That is to say that everyone can supply, the prerequisite is that you have the corresponding supply capacity. A handmade workshop? What if it's not just on the etsy.com? If someone interested in getting involved in your production earlier, what is the amount you can do? Speaking of this, this brings to mind the theory of Kevin Kelly's 1000 hardcore fans (true fans). 1000 of course the estimate, depending on the different business and the gross margin of the product will be different. The point here is that some craftsmen can be introduced into the platform to form better supply capacity and offer more selectivity. This naturally increases the complexity of the system as a whole.

From another perspective, this increases the supply capacity. And if you take into account some of the less skilled work, there will be a lot of idle labor to apply. I think every time I see a small gas station next to the aunt and a bunch of old people in the sewing beads, I think it will be a lot of patience AH. But they do slowly, anyway, to stay in the shop, idle is also idle. It's not new to put the demand-side approach back in. We are introducing agents at this time. The face can be more extensive. Of course, the craftsman itself can assume the role of the consumer itself can assume the front-end agent. This approach requires a higher culture. Localized will be easier to do.

When a thing of the production requirements are relatively high, but in the distribution and more dispersed: time or region, this time will appear concentrated, also produced a proxy. Mass production and economies of scale are, in some ways, a compromise. Of course, it's not that everyone will resist compromise, or compromise. The emergence of a new product, always less than one-tenth people will affect everyone else's acceptance and joy.

E-commerce from a certain point of view is actually to a certain extent to centralize, reduce intermediate links, the further optimization of the supply chain. C2B's development is to further drive supply from demand, thereby reducing the waste of resources, and then the cost of soaring. Try to imagine such a system:

All demand can be met, whether it is designed in addition to the car or a faster horse, in short, the vote after the foot faster.

After all the requirements have been converted to supply, the supply can be maintained and even prospered. Whether it's 1000 fans or an order.

Get more people involved in the entire supply chain and make better use of the influence of everyone in the new social media. This is a general trend, but also in line with the direction of C2B. From a step-by-step perspective, allowing consumers to participate in the design of products and brands in order to form pre-sale or expectations, driven by the supply at present is worth trying. To allow more craftsmen or producers to enter and interact with consumers, you can increase the diversity and breadth of customization, so that more needs are met. Strong enough data analysis and system support, can be a good sell water to make money business. Does Taobao become like this? or who will be the next new Taobao?