New Racket net Mission: to form virtuous circle consumer-to-consumer healthy Business Ecology

　[Abstract] New Racket network mission is to form a virtuous circle of consumer-to-consumer healthy business ecology, from the flow distribution system to start service businesses.

Jing Dong Group Vice president and Pat NET President 蒉 Ying Chun

Tencent Science and Technology (Lotte) yesterday (July 17) news, Beijing-east Group's shopping website Pat Net today in Beijing announced the formal operation, and the first public release of the new racket network in the flow distribution, user sharing, platform rules and other initiatives.

Jing Dong Group Vice president and Pat NET President 蒉 Ying Chun said that at this stage of China's Consumer-to-consumer ecological health, the most direct performance in the ecological chain most businesses are not profitable. New Racket network mission is to form a benign cycle of consumer-to-consumer healthy business ecology.

In March this year, Jingdong Group acquired the original Tencent's Pat NET, and set it as an independent subsidiary to enter the Consumer-to-consumer market, immediately began to remake the Net, which is the most important task is to redesign the network's flow distribution system.

Start service business from Flow distribution system

It is understood that in the current Consumer-to-consumer ecology, the seller to obtain free flow of channels mainly from the platform search, and search rankings are extremely dependent on sales, so the sellers have to put in a large number of ads to increase sales in exchange for the search rankings of the front.

This makes a seller's marketing costs tend to occupy its income of 30%-40% or more, plus the cost of goods and personnel, office space, warehouses, logistics, after-sale and other costs, the real can get the profit is extremely meager even negligible.

This also directly leads to most of the ecological chain of businesses are not profitable, some businesses for the survival of the sale of low-cost low-quality goods, or even fakes, directly affect its credibility and consumer rights.

And the reconstruction of the racquet network is to start from the distribution system of traffic to service businesses. The first is a steady flow subsidy. 蒉 Ying Chun said that the new racquet net in 3-5 years will not be for the purpose of profit, on the contrary, will be through a large number of packages and procurement resources, to give sellers flow and advertising subsidies, to help sellers with lower costs to obtain users.

Beijing East said that the 2014 racket net advertising flow will be 1:1 of the subsidy to the merchant, that is, how many ads outside the business, the platform will subsidize the number of ads, directly to the cost of advertising business to reduce 50%, at the same time, Pat net flow policy will be very stable, In 2015 and 2016 will continue to subsidize advertising, to help cultivate ecological construction.

In the free flow distribution, Pat NET to the search rules made a major revision to maximize the weight of sales factor in search, weighted goods quality, shop service level, commodity conversion rate, store capacity, such as the core operating capacity of the rating, and the introduction of the common interest groups and friends recommended personalized search capabilities, Help real quality stores get more free traffic.

PC Store and micro-letter shop a key to get through

In addition to the reasonable flow distribution, to help sellers low-cost access to new users, how to help sellers set up and the user's direct contact, communication, maintenance, marketing and other systems, but also the PAT in the operating rules to improve and upgrade the focus.

According to statistics, in the past a seller from the old customer traffic accounted for less than 10%. Jingdong said that this is based on advertising as the main business model of the platform's biggest drawback: the platform to use rules and information opaque to hinder the seller and consumers of direct communication in exchange for maximum advertising revenue, in other words, "Users are platform, not all businesses."

Beijing East said the new Pat in operation will encourage sellers and buyers to establish direct communication channels, so that sellers to consumers to achieve more accurate and convenient autonomous touch.

In the new version of the home, launched the "My Racket" module, the system according to the user's label, preferences, age, purchase, collection, browsing records, as well as the accumulation of electronic business behavior trajectory, smart recommended users have purchased or most interested in goods and shops.

The system will also use the user relationship chain, matching friends ' preferences and behavior records, to create "with my interest in the same friend for me to recommend", "Friends of the city for me to recommend" personalized home page.

Pat Network also developed the Seller PC store and micro-letter shop a key to get through the function. By then, the seller's PC store will be able to guide the micro-letter shop, attract new customers, and micro-letter shops can help sellers better maintain, manage and operate the old customer, this approach to the central will help small and medium sellers better maintain repeat customers, enhance the old customer income accounted for.

Pat will get through the joint login system with Jingdong Mall, search through also in progress, the future of consumers in Jingdong Mall can not search the long tail of goods will show the results of a pat NET, Jingdong Mall coupons and the future of the Beijing beans can be used in the racket. In addition, Jingdong logistics and financial services will also be open to the demand for sellers groups.

The construction of rules system for sellers

In addition to the flow and operation of the system, pat NET This time also released a new rule system. In this system of rules, pat network emphasis on four business philosophy: to encourage entrepreneurship, to do the real "small and beautiful", the establishment of industry norms and orderly competition, to eliminate fakes, to encourage the original, to provide customers with a full range of after-sales service, and for small and medium-sized businesses to provide long-term stable incentive policies and support programs, To ensure that businesses in the PAT platform for healthy business development.

The racquet network says the release of the rules system will make the racket more of a service player, from the entire flow system, product system, rewards and punishments system and user system to help excellent goods and businesses to provide the most suitable for consumer demand services, under the established rules, so that the participation of the various parties to play their own expertise freely.

It is noteworthy that in these rules, pat nets focus on the core principle of the elimination of fakes, and said that the revenue and advertising factors will not indulge the fake, would take drastic measures to combat the sale of fake behavior.

"Why consumers need a new Consumer-to-consumer platform, the reason is simple, they need better quality, better service price platform to help shopping decisions." 蒉 Ying Chun said, "We hope that by eliminating fakes to rebuild consumer confidence in the Consumer-to-consumer platform."