The value of the positioning of the transformation, in order to challenge the only product will?

Tuesday joined the Ali Poly-cost Anniversary celebration and the 99 major promotion project launch meeting. At the meeting, Wang Licheng, the CEO of the original Lok Bee Network, introduced the plan of the future, which deserves the attention of all sellers. The day's biggest bright spot, the veteran thinks is the localization transformation, gathers the economical value will transform from the simple sale platform to the brand based on the limited-limit special experience marketing platform. Let's explain this position in detail.

Keyword one: Brand

Back to Taobao Cat's poly cost-effective, although the flow of Taobao only one-tenth, but the rate of conversion is not low, the current cost-effective single pit output is 4000 people/a. There are two ways to increase the value of a good deal by infinitely increasing the number of pits or increasing the output of a single pit position on a limited pit position, from the sale of each product to only 4000 people to sell to 8000 people, the poly-cost platform chose the latter, which means to upgrade the threshold of entry, so that more value-creating brands to enter, This is the intrinsic logic of the transformation of the value proposition.

Brand positioning is another reason for the transformation of the brand has long been settled in the lower end, many brands under the low visibility, resulting in a platform of single pit output has been difficult to upgrade. Wang Licheng revealed a message is Taobao cat 88% of the clothing brand is not really under the line of well-known brands, many of the brand styles are outdated, many brands do not have their same season products to get a good deal, but only their own tail goods or outdated styles to take up, Businesses just take the cost of the bargain as a simple sales platform. With the increase of consumer awareness, for the development of the platform, this is extremely unfavorable, will eventually lead to the loss of users.

Key words two: limited-term Specials

Limited-timed ex-gratia delivery of the signal is a cost-effective hope to participate in the activities of the goods are high quality low-priced, rather than tail goods or the style is outdated, apply Wang Licheng words is "cock silk is also a dream, Dick Silk also want to buy goods." In order to ensure the price fairness of the platform, to maintain consumer expectations of the platform, the cost of the business requires businesses to make 30 days the lowest price commitment. In the future, if the violation is not allowed to participate in 3 months, or in accordance with the industry auction channel Lower 30% of the price to sell once, the quantity is the last time the number of cost-effective sales of twice times ready.

Keyword three: Experience type

Experience has two layers of meaning.

One is the promotion of business experience, a good deal will be in the background of the business open products related data, will be open to the business after the number of people browsing, collection, new customers and other related data, reduce business in the difficulty of business.

The second is the promotion of consumer experience, in the consumer experience, poly-cost will launch the three major services fallback commitment. Seven days no reason to return goods, 30 days industry floor price, 100% full package mail. This represents a cost-effective brand attitude and commitment to consumers, the goal is to enhance the consumer experience to buy more products to enhance the value of a single pit. The future will be a collection, click, Sales, user evaluation, DSR ratings, and so on all the impact of consumer decision-making data are listed to use data to find the industry's most suitable products pushed to consumers, that is, in the selection process will consider the upgrade of the consumer experience.

Keyword four: marketing

Ali Group on the positioning of the cost is to help Taobao and cat sellers to do marketing, pull new customers, improve sales. The value of a poly is not how much a seller sells for a day, but how much it helps the seller to raise the sales. It's not so easy for future sellers to get their inventories together. The evaluation of the seller will be from the simple single pit output to multidimensional assessment, such as increasing the rate of repurchase assessment, that is, after the participation of your product repurchase rate has not risen, your brand value has not been reflected. Poly cost-effective in the second half of the data marketing will establish 2 models, one is the customer model, that you have what good goods, we help you sell out, one is C2B mode, consumers want what good goods, to the merchant tender.

To sum up, the goal of the brand upgrade is to enhance consumer satisfaction, single pit value, market health, and upgrade the fundamental power source of consumer demand upgrades. Positioning adjustment transmission signal is the future of small and medium sellers will be more difficult to settle in, and brand, especially offline brand entry threshold will be reduced.

Poly Value Upgrade Sword refers to the only product will?

After the upgrade, the poly-cost is not the only thing we know, but the two in the positioning is surprisingly similar, are to do the brand's limited-time special. Not only that, the advantages of the two categories are similar, are concentrated in the field of clothing. From both of the history of prosperity, is to help businesses clear inventory growth. Although both positions are claimed to be brand-limited ex-gratia, designed to get rid of the low price of inventory of consumer awareness, but in a serious oversupply of the buyer's market, cleaning up the inventory and tail goods will still be the biggest power of the cooperative business.

The difference between the two is:

The profit model is different. Poly-Cost is only to do the platform, operations need to bear their own business, they only rely on traffic to make money, collect the platform use fee (PIT-level fee). And only goods will be commissioned, businesses only need to provide sourcing, only goods will be responsible for the delivery of merchandise on the shelves of all aspects, through the move to obtain direct authorization of the brand or even the network exclusive authorization to form a competitive barrier, the advantage is to control profits, but need to bear the storage and heavy operating costs

Second, the brand's binding capacity is different. At present, only goods will most of the goods are directly authorized brand dealers, there are more than 600 brands of network exclusive sales rights, can form a price monopoly. And the cost of the business is far less restrictive than the only goods, according to Wang Licheng, in the past, the value of the activities of 30% of the sellers violated the low price commitment.

Third, the user level is different. Only products in the 234-line urban white-collar occupy a higher market share, and the group of cost-effective users mainly to one or two-line city old Taobao user base, are from the original Taobao cock Silk grew up. In addition, offline brands are more inclined to the only product will, the more cost-effective at present is Amoy brand. It is still too early to draw a conclusion as to who runs farther.