The reasons why the products of five enterprises cannot be sold on the website of famous electric dealers

Jing-dong, when, only goods will, Mai Lin, walk Show, handle, a good buy and so on first-line electric business predators, not only is China's e-commerce market vane, Pillar, but also affect the electric business environment Benchmarking Enterprises. To the community has been there is money, talent, sourcing, have a user's glorious image.

However, in the past two years, the author has made an exclusive interview for dozens of eminent persons of the electric business, and found the website of hundreds of electric dealers and the planning of thousands of traditional enterprises. No matter how well-known E-commerce sites, master the main consumer, there is always a lack of stable sourcing, and a large number of traditional enterprises or brands have a large number of products, but always can not access these well-known sites for distribution.

It should be a combination of demand and complementarity, but it has always been an unrelated wait-and-see relationship. The main reason for this situation is that the goods of five kinds of enterprises have rigid market obstruction:

The lack of market appeal of OEM brand

In view of the openness of e-commerce and media hype, all the guests, seven, Massamasso, such as the success of commodity cards. So that a large number of traditional enterprises, individual entrepreneurs have to start the OEM's own brand, clothing, jewelry, shoes, socks, underwear, bags, food and other hot industries, but also a time OEM brand flying.

It seems that E-commerce market is first come first, as long as there is a commodity immediately can make a bowl overflowing. Did not take into account the appearance, function, quality, effect, packaging, culture and other aspects of whether there is a competitive advantage, not to mention that these OEM new products are not eligible to be called "brand."

After the rush, the product is really a lot of production. But when the sale, will be the major website product department blow. Part of the lack of brand awareness, product style is outdated, the price has no advantage is directly rejected, and part of the profit is squeezed to zero, the need to pay security, must be in advance January storage and so harsh requirements to scare away the enterprise.

At this time the enterprise often will not sum up their own problems, will be considered a well-known power shop bullying. There is a normal phenomenon of this mentality, but as a well-known electric dealer in the face of hundreds of new OEM products every day, if all open the door admittance, I believe that any one of the electrical business site can not carry this kind of marketing and management internal friction.

Second, there is no solid supply lack of market stability

Some enterprises themselves do not cooperate with the processing plant, there is no stable supply partners, fully based on seasonal demand and fashion trends to purchase goods. And the bulk of the procurement of goods from the country's major wholesale markets and tail goods market, after the procurement of goods to facilitate the cutting mark change, inconvenient direct sales. Well-known electric business website, for unlicensed brand is naturally not dare to sell, and small and medium-sized electric business site Although not afraid, but also poor sales.

Such enterprises because they do not have an accurate market positioning, and do not work hard to create their own brand, always want to hit a gun to change a place, another image to get a bucket of gold. The well-known companies have almost experienced the "commodity 诽 smell", so the goods for such enterprises are usually afraid to eat.

After the company has hit the wall, all hope is placed on the group purchase. But the group buying market has experienced ups and downs. Large group buying site not only received a variety of service fees in advance, but also began the strict selection of products, more attention to long-term supplier development and support. Enterprise procurement of products have not already had market advantages, and then a single product model to buy sales, the opportunity to make money is very low.

Third, the general agent lacks the market competitiveness

E-commerce site is naturally want to and the brand's head office or the general agent to authorize, and even get the exclusive online sales qualification. Even if only the state-owned second-line brand, can also attract a number of brand users for the site. However, the mall can never only protect a certain brand of sales, must balance the overall share of the goods. When the brand is unable to meet the requirements of the market, it can only be returned to the second and agents to cooperate.

But many agents are often only the municipal level or two or three-level proxy, and there is no obvious price advantage. In particular, not well-known brands under the line of goods and extremely serious, almost the brand of goods and buy, Taobao found on all, and much cheaper. In this case, the price advantage of the general agent does not exist at all, and the big electric business will naturally not cooperate with it. Similarly, those small and medium enterprises, although very happy to cooperate with these small and medium agents, but its monthly sales performance, but also just let the agents feel that cooperation is not conducive.

Iv. lack of market turnover of factory enterprises

When it comes to factories, people will take it for granted that they are the best partners to cooperate with the electric business. Enterprises have a stable supply capacity and inventory of goods, but also has a strong ability to develop. The website has the formidable propaganda ability, faces the national sales ability, millions of loyal netizen. The cooperation between the two is not only reasonable, it can be said to be seamless.

However, things are just the opposite. Can be helpless to say, including already listed when, Mai Lin and other sites, get a number of Jiuxian, Jing Dong, walk Show and other websites. Its financial strength is far from as the media said so glamorous, take cash to buy goods in the era of electricity, can be cruel to say has not existed for a while. Can and supply enterprises on time monthly junction of the electrical business site, has been considered to have the strength, there is good faith.

But factory-oriented enterprises, pay attention to the cash spot. The goods are sold today, and at least the advance payment will be received within a few days. Because the factory is going to run, we have to take other orders. will continue to buy source materials, pay labor, packaging, delivery. It can be said that the electricity business site is monthly billing, but the factory is the daily billing. So the most lethal in the factory cash flow, the most well-known electric dealers are also the most unmet cash flow.

Tens of one of millions of months of output, with hundreds of of people's factories, if at the same time and 4 well-known network of electronic business cooperation. The amount owed for each site is around 1 million, just 2 months down. The factory may fail due to turnover. Not to mention those tiny factories with dozens of people to more than 100 people. Therefore, the most likely cooperation of the two parties are "cash flow" this gully forever barrier.

Five, the well-known brands lack of market cooperation

China's consumer brand awareness is extremely confusing and policies are not perfect. In the media's mouth: LV is well-known brands, seven wolves are well-known brands, seven can also be called well-known brands. In fact, the difference between these three is absolutely obvious. But the word "famous brand" is really used and rotten.

Real well-known brands and have a certain impact of the brand, the gap is quite large. In the simplest case, world renowned brands sell billions of in China for one months, which is considered a steady income. And the domestic brand, a year to sell billions of, will beat gongs and drums, the Secretary celebrated.

And these have international influence or domestic real first-line big-name, but often will not and the electric business website cooperation. Most of the so-called luxuries that can be sold on the website of luxury goods dealers also come from purchasing or foreign three-tier brands. The reason is also very simple, even if only the product will be such a well-known fashion electricity, a year can not guarantee for an international brand to bring tens of millions of sales. And these well-known brands under the line of sales, will be more than hundreds of millions of.

Online sales also to bring online agents limit dissatisfaction, but also easy to cause online fakes rampant. It is absolutely good to do less harm than good, so simply choose not to cooperate.

The above five kinds of enterprises certainly can not represent the whole picture of China's e-commerce market, in fact, it is very easy to solve this dilemma. That is the business enterprise, both the agent right, and has a large number of cooperative work, but also has a long-term cooperative electric business channels, but also has a stable cash flow support, is the first choice of E-commerce website cooperation.