The competition of three main platforms

In order to make friends in the major electric power platform to better understand the platform, we will be the main platform of information roughly sorted out the following, here is a rough introduction of the basic situation of various platforms, for different categories, the big flat Taiwanese policy is not the same, after we will introduce.

The theme of the platform is mainly cat, Jingdong and Amazon Three, these three are now the mainstream platform, there are other platforms in the future will also be introduced.

I. Positioning and selection

"Qualification requirements for service providers"

Day Cat: Click to view the "Day Cat Application Qualification standards"

Jing Dong: Click to view "Beijing East application Qualification standards"

Jing Dong: Click to view "Amazon Application qualification standards"

"Margin and commission charges"

First, the cat: the cost of entering the cat is a security deposit, technical services annual fee, real-time deduction of technical service charges.

Security Deposit: Brand flagship store with TM trademark 100,000, all r trademarks of 50,000, franchised stores with TM trademark of 150,000, all of the R trademark of 100,000 Yuan, store-type flagship store trademark for 150,000 yuan; the franchise store for special goods not registered trademarks in China is 15; books, audio-visual, service categories and electronic ticketing vouchers , the flagship stores and stores charge 50,000 yuan, the franchise shop charges 50,000 yuan. qq& online games, communication fees, tourism categories of the margin of 10,000 yuan, medicine, large types of security deposit 300,000 yuan.

Technical Service Fee: Merchants in the days of the cat must pay annual fee, the amount of annual fee is divided into 30,000 and 60,002 stalls. Annual fee will be eligible to return to the merchant, the return of the standard reference shop DSR rating and annual sales of two indicators, the return of the ratio of 50% and 100%, the specific standards for the DSR during the agreement on average not less than 4.6 points, and to meet the "cat all kinds of target rate annual fee list" The amount of annual technical service fee and the corresponding sales of each file return proportion, the annual fee return according to 2012 actual period calculation. Violation or quality fraud annual fee is non-refundable, Gen agreement to notify the other party terminate the agreement, trial operation repaying, in accordance with the actual operation period, the annual annual fee return policy to the natural month, to calculate the specific return of the annual fee amount; The first month of the year, no annual fee, but calculate the return of fixed-year fee turnover technology from the start of the first day of the store accumulated; Technical Service fee return settlement after the termination of this agreement to return the settlement; Cross category, in the high principle of annual fee of the highest amount of class, but the actual settlement on the settlement date, turnover accounted for the largest category of the corresponding standard return.

Real-time deduction of technical service fee (commonly known as Commission): business in the cat business needs in accordance with its sales (not including freight) a certain percentage (the rate) to pay technical service fees, standard see, and meet the "cat category rate annual fee list"

Click to download the "Cat category" Annual fee list

Second, Jingdong: margin, platform use fees, category of domestic workers, warehousing services, distribution services, marketing services fees

Margin：

Platform usage Fee: Minimum 10000 RMB by category

Category: 5%~20%

Warehousing service Fee: Charge by Category

Distribution Service fee: Charge by Category

Marketing Service Fee: Negotiation

Third, Amazon: no franchise fees, annual fees, only commission

Amazon implementation of the "zero-input" strategy, without any franchise fees, annual fees and platform use fees, but will be based on the category of a certain percentage of the Business Commission. The Amazon cooperation model mainly consists of two kinds: independent distribution and the choice of Amazon logistics. Amazon will also charge a certain percentage of commission on different categories. Details "Amazon Shop Commission"

Click to download "Amazon Shop Commission"

Ii. Promotional Support activities

"Evaluation system for various platforms"

BoE's evaluation system is closer to the purchase experience, in addition to the star rating, but also increased the use of experience, advantages, shortcomings. So that buyers can be more intuitive to understand the advantages and disadvantages of the product.

The cat or the dynamic DSR scoring mainly, in addition to the results of the score on the shop a little influence, single for buyers as a reference to buy products, its practicality is not big.

Amazon's evaluation system is also based on the star rating, the buyer for the product evaluation of the weight is higher, sometimes more like the reading, with a sense of later. More information available

"Marketing channels and fees in the merchant's Station"

Day Cat Marketing Channel:

First, the commonly used fee marketing services: Through the set of keyword bidding, pay-per-click;

Drilling exhibition: Select the best quality Taobao location, through the bidding order, according to the display billing;

Taobao Guest: Can provide outside the flow of Taobao, to help promote the merchandise, after the transaction according to set the proportion of pay;

Super Mac: Super selling is Taobao according to the different value of the promotion of resources, for different types of sellers to promote demand, the development of different thematic activities to promote the seller to participate in the activities of the promotion of goods sales services.

Poly-Cost: Taobao is the development of a form of group buying, and by Taobao official organization of an online group buying activities.

Jing Dong Marketing Channel:

One, the station advertisement propaganda (details download "2012 Jingdong Mall Q3 Advertisement Publication Example")

Second, the Promotion strategy: Special event Planning Promotion: such as Beijing East 12 crazy 618, assemble on the thousands commodity, the highest price range up to 70%, is the domestic market of the most generous promotional activities;

Common promotional means: discount promotions, buy gifts promotions, price special sale, auction promotions, coupons promotions, lottery promotions, limited snapped up promotions, etc.

Community Promotions: Jingdong Mall launched the Beijing-East community this customer Exchange platform. Jingdong customers can express their views on Jingdong in the community and exchange information with each other. Increase user viscosity.

Amazon Marketing Channel:

Logistics is Amazon's most powerful promotional means: to provide customers with free delivery services. Amazon's competitive strategy is to focus on the user, not on the competitor. From products, promotions, channels and other aspects of efforts to provide users with the "low psychology", so as to promote. The first time door-to-door, in the face of customer complaints, as far as possible to meet customer needs, customer satisfaction.

Iii. Warehousing and Logistics

The logistics cooperation between Beijing and East is divided into three kinds of modes:

FBP to the business of an independent operation of the backstage, but from warehousing to distribution to customer service are jingdong to operate, Jingdong itself products all can enjoy the services, businesses can enjoy. (Note requirements to prepare first to Jingdong warehouse) merchants must issue value-added tax invoices to the east-Jingdong to the consumer invoicing. FBP mode with the Jingdong model of their own procurement is similar to a pattern, the merchant confirmed the cooperation---upload information to their stores and price---then shipped to Jingdong 4 warehouses-----Consumers place orders---jingdong from the warehouse to transfer goods Print invoices and order information---Jing-dong distribution to consumers in the hands of the---jingdong to recover the payment-----to the merchant settlement. In this mode, as long as a person responsible for the product editor, the system is open to merchants, businesses can see the order information every day, orders from Jingdong to deal with, businesses can also see the inventory of information, if the inventory is insufficient, businesses need to replenish goods in a timely manner. The model can enjoy the Beijing-East self-owned warehousing, distribution, covering the country's 71 cities from the point, Jingdong to all consumers issued Jingdong invoices.

Now FBP has 60 days unsalable, more than 60 days of merchandise not sold, pull back.

LBP Jingdong to the merchant an independent operation of the backstage, distribution and customer service to the Beijing-east operation, to require orders every day, will be the resulting order packaging shipped to the nearest East Beijing warehouse, from Beijing to the east to issue invoices to consumers

SOP to the merchant an independent operation of the backstage, with Taobao Mall model is similar to the business to bear all the services.

1, with Taobao similar businesses are responsible for all products services, including return services;

2, at present only support online payment, that is, consumers through the payment of treasure, net silver and other online payment, merchants can ship;

3, can not VAT invoices merchants, the proposed use of this mode of cooperation;

4, the advantage is that the business has formed a team can operate the Beijing-east platform at the same time.

SOPL to the business of an independent operation of the backstage, distribution and customer service to the Beijing-east operation, to require orders every day, will produce orders to be shipped to the nearest East Beijing warehouse, by the merchant to issue invoices to consumers.

Jing Dong currently has four warehousing centers in Beijing, Shanghai, Guangzhou, Chengdu, merchants can choose their products into the east of the warehouse, each warehousing quantity by the merchant decision, the merchant can according to their own product coverage of the area of the warehouse storage, warehousing and warehouse coverage of regional reunification, such as in Beijing Warehouse storage can only be sold in Beijing warehouse coverage area.

The logistics cooperation way of the cat:

At this stage are the company's own choice of express companies to cooperate.

Amazon Logistics Cooperation Mode:

There are two ways to choose logistics cooperation in Amazon: Autonomous distribution, and the use of Amazon logistics.

Self-distribution: suitable for commodity seasonal strong, short life cycle, own a certain degree of warehousing capacity, electrical business experience relatively rich sellers;

The use of Amazon Logistics: Suitable for high turnover of goods, lack of warehousing and distribution operations management experience, hoping to save the cost of warehousing manpower sellers.

The seller of Amazon must be a Chinese registered enterprise, and have the qualification to sell the corresponding goods, can issue invoices. Have the ability to distribute goods nationwide.

Amazon: Amazon: The nearest storage, into a warehouse radiation nationwide. Jingdong Amazon: The system automatically distributes warehouse details according to sales records. BEIJING, Guangzhou and Shenzhen, such as the speed of the first-line city and east of the same, other areas will have the expected delivery time.