Food 3C maternal and child products will be shop No. 1th this year's three categories

News and science and technology May 17, Wal-Mart in the back of the Ministry of Commerce through the behind is, shop 1th has invested a lot of money for the transformation of the supply chain. Although the number 1th stores did not disclose the amount of money spent on investment, but shop number 1th said in an interview, category expansion and logistics investment will be the focus of this year's development.

No. 1th Store marketing vice President Pan said, food, 3 C, mother and child will be 1th stores this year's three categories. This year, shop 1th will expand the 200,000 SKU to 700,000. In the logistics distribution, 1th stores this year will complete 70% of their own delivery, 30% third-party delivery service plan.

In addition to the above, "high-quality consumer full process online shopping experience." Gege, the chairman of the No. 1th store, especially stressed. No. 1th Store related person said, "Everyone is not for the quantity, like a third party, with how many pieces, the customer experience the final score also accounted for a piece, pay inside a part of the same will be pulled down." Not just the distributor, but the customer experience is tied to all employees ' compensation. ”

Industry personage Kongkong said, in the domestic consumer field, 1th stores have three advantages, one is the team, Gege and Liu Junling Partner, the larger the team is more easy to control; second, 1th stores and other domestic electric platform positioning different core category; third, the support of retail giant Wal-Mart.

The following is a dialogue:

Q: You just mentioned, three years 3 key category, food, 3 C, mother and child.

No. 1th Store marketing vice President Pan: These have been our focus category, this year we are in the category goal is to add 500,000 SKU, each category of products will increase. We'll be on the books very quickly, which is what we haven't done yet.

Q: What is the higher margin of analysis through existing categories?

No. 1th Store marketing vice President Pan: Shop 1th is to fast consumer goods into e-commerce. We feel that the rapid elimination of gross margin is very low, in fact, compared to 3C products, fast consumer goods gross margin. Through our efforts over the past four years, this category has been established to occupy a position in the online FMCG industry. In the Shanghai market, the consumer FMCG accounted for more than 80% of the market share.

Q: The customer experience is not only the 1th store doing, Jingdong is also doing, including Amazon, is to do the user experience, but there is no quantitative things to consider?

No. 1th Store marketing vice President Pan: Many people confirm that the customer experience is very virtual. In fact, from the point of view of store 1th, through the past nearly four years of effort and continuous exploration, we can quantify the customer experience very well. The customer experience is a long chain of chains that covers the entire process of customer buying behavior. For example, customers come to our website, speed is not fast, whether it is convenient to find the product, the purchase process is not simple and convenient, payment choice is enough, with our distribution staff contact with the moment, give you the feeling is not very professional, fast to your products, once the doubt, to our customer service call, Does our customer service solve the problem quickly? We have a series of metrics to measure each step, and we specialize in recruiting third party research firms, the weekly customer survey, through research reports, we can see, from this thoughtful next week, which indicators to go up, that we do the right, which is down, we have to think, is there any link problem? The indicators of the problem, we drill in, and then do well, this is our past experience. To sum up, the customer experience can be measured very precisely.

Q: If harder, with what we call the customer experience is not the same, one day need to send 50 single, but the customer experience is good, not proportional.

No. 1th Branch of the National Business Development Department vice President Li Wenyan: This point to the 1th shop's corporate culture. In other companies I do not know whether there is, our company has a lot of distribution of the magazine, Blackboard, there are many examples of encouraging people. For example, when I first came to shop 1th, we have a distribution station webmaster children have leukemia, we know that after all the distribution, including the entire company to give him donations, he will feel in this collective inside very warm. A lot of dribs and drabs, people need to pay, but there must be something outside the salary, other companies can not give, this is why they stay, and can be happy work.

PR director of No. 1th store Liang Yan: Each courier salary is linked to our customer experience rating. We are not for the quantity, like a third party, with how many pieces, the customer experience the final score also accounted for a piece, pay inside a part of the same will be pulled down. Not just the distributor, but the customer experience is tied to all employees ' compensation.

No. 1th Store Wireless Division Director Yulili: Add, we all site webmaster Management of this area of the distribution, to send how many, in the afternoon to send out how many pieces, this is very systematic management.

Q: How much does a courier send a day?

No. 1th Store Wireless Division Director Yulili: We have a special responsible for distribution of the VP.

Q: We just entered Beijing, now the Beijing Courier team is probably what size? How many dots are there in the city? Beijing launches Half-day.

Li Wenyan, vice president of the National Business Development Department of Shop No. 1th: Now Beijing is providing "half-day" service.

Q: This morning, this request is very high, because Beijing this kind of traffic, one day send a single is also send, five single is also send, this cost, logistics has changed, how much is free shipping.

No. 1th Shop National Business Development Department vice President Li Wenyan: We have always been free, we have always had the threshold.

Q: The size of Beijing is still inconvenient to say.

Li Wenyan, vice president of the National Business Development Department, No. 1th Store: The number is also in the dynamic change.

Q: You said the shopping experience, which is very important in the logistics, we are very concerned about what is the difference with other logistics? Consumers on the surface feel, behind the need for the system.

No. 1th Branch of the National Business Development Department vice President Li Wenyan: We have 70% is to send ourselves, 30% is a third party to send. Single quantity to a certain extent, we will be set up from the distribution site. Some remote places, we might use a third party.

Q: Jingdong, when all have their own brand, No. 1th Shop has such a plan? What do you think of your own brand? Traditional supermarkets have their own brands. As far as I know, domestic brands are not very good.

No. 1th Store marketing vice President Pan: This is a good aspect, we have no 1th shop plan.

Q: What do you think of your own brand?

No. 1th Store marketing vice President Pan: Own brand is very interesting, many foreign supermarkets, is the use of their own channels of strength, brand strength, such as the introduction of its own brand. Each enterprise in different development period, will have the different strategy choice. We don't have the plan at the moment.

Q: The SKU from 200,000 to 700,000, we now know that, where many platform expansion, the problem is that the inventory increase, the final cash flow problems, you have to consider this problem?

No. 1th Store marketing vice President Pan: why expand SKU? Because consumers want to buy more products, some products we purchase, put in their own warehouses, some products through the introduction of the merchant to cover. Different models will have different effects on our inventory and logistics. Just look at the last model.

2nd, our founder, is the world's logistics experts, he also personally with our IT department set up this system to optimize our logistics management, optimize our inventory management, which we are also confident.

Q: You just said these, I can understand, the first, is that our inventory problem has been solved very well, there is no big problem, second, you are not worried about the future expansion of category inventory, because we are more of the Model Mall. So don't worry about the inventory problem?

No. 1th Store marketing vice President Pan: I think it is a comprehensive consideration. On the one hand is a balance, how much is from the mall mode, how much is our own procurement. Second, inventory management is the problem that every electric trader faces and solves. We have great confidence in ourselves, we have been doing well in this area and have been a leading industry.

No. 1th Shop National Business Development Department vice President Li Wenyan: We have the introduction also has eliminated, the bad elimination, the good introduction, this is a dynamic process. We have a system to track, not unrestricted heap full of our warehousing.

Q: This dynamic is difficult to grasp, in the initial stage of the establishment and expansion, everyone wants this dynamic grasp of the very good, but the expansion is fast, is also a lot of runaway.

Li Wenyan, Vice president, National Business Development Department, No. 1th: So we are very cautious, our boss is a supply chain experts, this aspect of the strict requirements, we have various indicators to monitor.