The newly appointed three fire: Wang Yulei lock only quality sellers

March 27 News, people who know to billion power network revealed the days of the cat's recent major strategic adjustment, which, only the product will become the cat team Focus "digging angle" of the object, only the quality of the seller has been basically the day cat lock.

It is understood that the days of the cat in early March experienced management shock, cat Vice President Wang Yulei (nickname "Qiaofeng") superior success, successor Zhang Yong (Alibaba COO, CAT president) as the day cat leader. However, from the information of the merchant feedback, Qiaofeng has taken the lead after taking office, and has made three adjustments to the overall direction of the cat in 2014:

Focus on the only product will be dug angle quality buyers

According to the merchant, Qiaofeng has made it clear that it will give priority to all outstanding quality merchants in the only products. "If they open a shop in the days of the cat, they will increase support; If you do not open a shop, you need to provide more resources to move the business to the cat." ”

It is reported that the cat has mastered the hands of only the top level business list, and daily transactions of these businesses real-time monitoring.

On the other hand, the source pointed out that the cat has sent P6 level above the small two parents to find business negotiations and visits, and "take turns bombing." "The cat needs to know about the business that will shine in the only product, why not the cat shop." If there is a willingness to shop in the days of the cat, the cat is willing to sacrifice the flow of conversion, customer unit price, with the flow to ' feed ' these businesses. ”

The pursuit of High-value single products to cancel the tofu block

According to the above personage description, Qiaofeng has set the theme for the day cat, the emphasis deploys the high guest unit price, the high value brand.

At the same time, the cat official from the policy level has made it clear that the "tofu block" will be abolished, and give way to high customer price, high value, high price merchants.

According to billion power network to understand, the so-called "tofu block", refers to Taobao search by popularity rankings and all the baby search rankings, 第1-3名 location, including mall products. It is called "Tofu block" because in Taobao search for a product associated with the key words, these positions show a relatively fixed product. Therefore, generally this position will be a long-term occupation of the product.

If the new adjustment, low-cost products, shops, brand access to the flow of support will be greatly reduced, whether the rank or exposure will also sink.

Under the target line of the middle reaches brand carpet search

The person also said that the cat is trying to find a nationwide domestic operation of High-quality brands, pay special attention to those who sell excellent, large number of stores, a single product of high average price of businesses.

However, the traditional brand is not the absolute first line, but basically in the middle level. Because, the cat has realized, want to pry the difficulty of the first-line big, need to rebuild a batch of benchmarking from the middle value layer of business, guide the cat users to buy high-end price segment of the merchandise.

According to the introduction, P6 above the small two has been online under the physical store to expand the carpet search.

From 2013 of emphasis on "high quality" "user experience", to the beginning of the 2014 "to give up the adjustment of" "Impact scale", and then returned to the Qiaofeng "high unit Price" "High value content", the above changes are actually the cat management layer fluctuations brought about by the chain reaction.

Prior to that, because the Alibaba force wireless, transfer carefree son lead Ali Wireless team, this also led to the original responsible for the cat and the cost of Taobao Vice President Zhang Jianfeng (nickname Line) to Taobao, and Qiaofeng will take over the top responsible for the day cat and the cost.

Industry evaluation, Wang Yulei has been Zhang Yong's lieutenant, now take over the days of the sun and the cat add a good deal is logical; on the contrary, Qiaofeng and Xiaoyao son have a lot of similarities, have a strong marketing wrist, good at pry big brand network, big Merchant into the Bureau, uplift platform positioning.

However, the current predicament of the cat is that there is still a gap between brand positioning and platform positioning. And the cat and Taobao also carry the burden of Alibaba listing, Sprint scale and volume is imperative. This also means that the marketing level and brand will face conflicts and contradictions.

On the other hand, the consumed Taobao sellers have been unable to continue their own subsidy platform to move forward. There is a rough calculation of the industry, now every one to kill a small profit of women's electric business, the annual sales of more than 30 million, profit about 3 million, to die more than three.

"The cat is very crazy, has organized a lot of the later, the brain storm, in response to the day Cat guest list more and more low, more and more low, skip more and more high status quo, analysis reasons." "There are sellers taunt, the cat is fundamentally unwilling to admit that the goods do not discount, no cost-effective double 11 endorsement, the consumer for the daily sale price of goods do not have confidence."