Buyer's flash purchase new game brand

Silicon Valley online June 5 this week, a flagship sexy silk Stockings founder and CEO Zhu Wenjian in Beijing successively visited Jingdong, when, Fank and other companies, he hoped his goods can be sold on these three platforms sales. The two sides talked not only about the size of the sale this year, but also about the way it was sold.


　　


"As long as the platform is willing to accept, we are willing to play their own influence through the mode of selling." Zhu Wenjian told reporters, before, Yi Kam also specially to the brand discount platform in Shanghai products will be customized several special for the tail goods sale of stockings.


　　


before, the electric business also has a lot of similar only goods will the special sale mode appears, for example, the Beijing-East Flash Regiment, when the tail goods, where the special selling, silver Thai net flash purchase, as well as from the line cut to the top grade discount network.


　　


in the June Electric sales promotion war, flash purchase to each platform played the role of drainage. Jingdong will this May only launched a small test of recruits, and where the customer accumulated a lot of clothing category operation experience, increased the intensity of the flash purchase.


　　


when more than 2 months in advance, the demand for the platform of the merchant in June the overall stock can not be less than 300 million yuan. After playing the game, it is a piece of cake for the cat to play a flash shopping.


　　


around the "flash shopping", each of the major manufacturers of electricity and each offering a killer.


　　


as the Vanguard


　　


"Flash purchase to become the June promotional attraction flow of a major move, the Beijing-East Flash Regiment, every day will be updated." In an interview with reporters, Zhangshouchuan, vice president of the group buying business, said.


　　


According to the Beijing-East Group Purchase division related personnel Introduction, the Beijing East Flash Regiment will mainly take "the famous discount-The Flash Regiment special" the Promotion activity participates in June the electric business war.


　　


has been with Procter and Gamble, Haier, Skyworth, only, Feida, natural treasure, the United States, Fotile, Seagulls, Konka, Veromoda,, Luo Meng, seven wolves, Homoserine, Shiseido and other brands to achieve cooperation, the desire to rob the brand through the Flash Regiment of the flow of discount.


　　


For Jingdong, The Flash Regiment has a breakthrough in its platform form. With flash purchase, there is a more flexible price matching space. Zhangshouchuan said that the Beijing-East Flash Regiment can produce 30 percent of the product, and on the platform such discounts are outdated.


　　


and Jingdong "taste" different, when, Fank and other electric business platform on the flash-purchase model high hopes.


　　


"This year's clothing platform is when the strategy." Whether from outside the station to promote investment, or the allocation of resources in the station, we have given when the tail goods sinks very large tilt. "Dangdang Vice President Deng in an interview with reporters, when the open platform of clothing is 50 percent a month, tail goods sinks is 30 percent. The same brand of goods, when the season products are zoned on the open platform, tail goods into the tail goods sinks.


　　


It is understood that when the tail goods on the exchange, some brands of sales accounted for when the open platform sales of 90%. For example, Daphne's inventory more, the tail goods sufficient, with the aid of when the tail goods sinks, not only digest the inventory, but also led to the sale of new products.


　　


every guest is called on hundreds of brands into the special selling sinks, participated in the June Electric sales promotion war. Where the public relations people told reporters, "The opening of special selling sinks, the website traffic increased 100%, the whole network sales up 80%, driving the sales growth of private brands nearly 200%." "At present, where the customer special sales will be responsible for the procurement staff, performance also separate assessment."


　　


, Vice President Xu Xiaohui in the media interview also said that this year, the special sale will become every customer promotion, pull sales of common means.


　　


Cooperation secretly change


　　


careful users will find that in Jingdong, when, where guests, as well as the only goods will be, the most of the goods are clothing, shoes bags.


　　


"Jing Dong, when, every guest on the Flash purchase, but also to the main clothing shoes, this and its platform open strategy is related." "Billion Bang Power network editor-in-chief Jia Pengrei analysis that the three this year's open platform is the focus, and open platform is easiest to do the size of clothing, shoes bag."


　　


On the one hand, the platform business has the size of the clothing shoe package demand, on the other hand, the clothing shoe bag stock is very high, the demand of the season clearance is strong. So, both sides hit.


　　


in general, each platform to do flash shopping, often with its own advantages. Where the main sports category, as well as some of the three or four line brand, when the main is the high-end clothing shoes bag; Beijing East is now more well-known brands, the role is marketing, the future is hoping to do new products starting.


　　


when the flash-purchase model became standard for many platforms, the status of sellers and buyers quietly changed. A flash purchase mode of the platform to tell reporters, before, only the goods will be a flash purchase, suppliers are often in order to clear inventory, rapid withdrawal of funds. Most will be sold at very low prices to the goods will, and will be in accordance with the requirements of the goods will be warehousing.


　　


However, the goods will require the warehousing mode, not all suppliers welcome.


　　


"Whether it is settled on the platform, or do the flash purchase." At present, one Kam has not taken the mode of warehousing, but independent delivery, so controllable, flexible. Zhu Wenjian told reporters that for small electric operators, the warehousing of Taiwanese businessmen is not convenient, and the goods can not be flexibly deployed.


　　


Currently, in addition to the official business of the website, one Kam is also in Jingdong, when, every guest open platform opened the shop, at the end of June, the cat flagship store will also be opened. Expected to the second half of this year, the overall turnover can reach about 5 million yuan. Zhu Wenjian feel, to the second half of this year, one Kam only need to consider warehousing matters.


　　


Zhangshouchuan told reporters, now in the Flash purchase, the supplier, brand, the voice of the right to increase, they can negotiate with the platform, in the price, warehousing mode, support dynamics have more options.


　　


at present, when, Jingdong, Fank not mandatory to require suppliers to warehousing. Deng told reporters, in fact, most of the businesses involved in the flash purchase are not warehousing, but from the warehouse to deliver their own, in order to ensure the fast and flexible operation.


　　


Although the choice is much, but brand business also quite distressed. The characteristics of each flash-purchase platform and the operating rules of the current differential zone is not large, often only "swarmed".


　　


A clothing brand dealer told the reporter, "Now, all the flash-buy platform has thrown an olive branch to me, each family has business dealings, must face." Preliminary plan is to do every platform, look at the effect, the parties are well confessed. "At present, there are many suppliers who have such a heart.


　　

Competition
in the era of


　　


for platform business, do famous tail goods, the advantages are also more obvious.


　　


Many brand businesses have access to the platform, the remaining inventory on the platform for clearance processing, or new product promotions, is a very operational thing.


　　


"Flash purchase platform can also become an advertising model." Zhangshouchuan told reporters that the Beijing-East advertising platform resources are relatively small, many businesses can not get these ads, flash purchase platform could become a new way of marketing.


　　


This kind of marketing new way to every guest, when also apply.


　　


in Zhangshouchuan view, each platform to play flash purchase needs to highlight their own characteristics, for the Jingdong, the fancy is a big brand, cost-effective, goods first, user experience and so on.


　　


"The Beijing-East's Flash regiment in the product and the pattern will carry on the difference competition." Zhangshouchuan said that in operation, the Flash Regiment will launch some designer products, this is not tail goods, but new products. After the Beijing-East's Flash Regiment is the quarterly platform, not the clearing place. Those stocks high, cost-effective products, the future is not the mainstream of the Beijing-East Flash Regiment, and "limited limit" released new products, is the Beijing-East Flash Regiment is intended to do things.


　　


an electric business personage thinks, from the consumer's point of view, the consumer psychology is more and more mature, to the flash purchase not infinite fanaticism. For the flash-purchase platform, differentiated competition has become a must.


　　


he believes that the tail products need to have several capabilities: the dynamic operation of warehousing capacity, marketing capabilities, a good user experience to form a repeat purchase.


　　


Due to do is a special sale, each SKU (type of commodity) after the sale of the basic will not again, change faster, this on the back-end storage management efficiency of the rapid and good requirements. From IT systems to the sorting of goods, it needs to be quickly and promptly. In marketing, businesses need to do more detailed planning for their own user base.


　　


at present, most of the platform to take the delivery of goods to pay, return replacement policies to ensure user experience. For example, Dangdang mostly uses the mode of delivery to pay the goods of the tail goods, and these goods and when the goods enjoy the same return and exchange policy.


　　


original title Business Flash Purchase: Clothing shoes package for the main brand manufacturers to ship independently