C2B is becoming the best channel for electric appliance enterprises to occupy the top of power supply chain

Liang Chunxiao, vice president of Alibaba, throws a concept on Taobao's 10 anniversary share meeting, and the consumer-centric C2B model will be the leading representative of the future business model that will lead the e-business economy towards the future. Compared with the traditional mode of business, all the links are driven by the manufacturers, C2B is driven by consumers, consumer demand as the starting point, in the commercial chain on the wave-and-push conduction, and eventually form a new business model.

In Liang Chunxiao's view, C2B's trading model will generate momentum at both ends. The first will pull the upstream flexible production, the original large-scale manufacturing, into a small batch, many varieties of manufacturing. The Industrial Age emphasizes mass production, standardization and low cost. Mass production is now being replaced by a wide range of production. Economies of scale may be being replaced by a range of economies, and standardised things are being replaced by personalized things that emphasize low costs and are being replaced by something that emphasizes high value. In the final analysis, C2B is also Alibaba in from the turnover of 1 trillion yuan to 10 trillion yuan in the process, may cultivate a new model. If the positive competition from the consumer is already brutal enough, then C2B offers all the value-digging around consumers.

While this business model still seems to be a smoke and mirrors, the only thing to be thankful for is that the consumer market continues to be in a fierce battle, and the only consolation is that from the endless price war of 2012 to the 2013 emphasis on the customer experience, the electric dealers are finally beginning to understand that pleasing the C end may be So with Chukin for logistics, Ma Yun and Liu will not relax, suning transformation to do the Internet company, to activate the advantages of the physical store, do line the same price. The future of the physical store may be more like an Apple experience store, which may be not available to other electric dealers. In the final analysis, the consumer experience may be a more powerful bargaining chip than the price war, when the electric trader begins to learn to please the consumer.

But do a good customer experience is not easy, not just logistics, you do a "211 limit", I will do a "day three send", it is so simple. American Forum Company, the most authoritative customer service research organization in the United States, has launched a rater index to effectively measure the quality of customer service after more than 10 years of near-million customer surveys. They represent five aspects: reliability (Reliance degree), assurance (professional degree), tangibles (physical degree), empathy (degree of empathy), responsiveness (responsiveness). Customer satisfaction to the enterprise is directly dependent on the level of the rater index. The implementation of the electricity business, may contain countless details. Not only the speed of access, delivery speed, but also reflected in the commodity information display, online Customer systems, user trust access, user channels and so on a number of details. Therefore, the founder of Li will say, do the electricity business is the most bitter.

Even though Chinese consumers have always been very sensitive to prices, the difference in price dominance has been getting smaller in the price wars. This is the reality that many electric-business oligarchs have woken up to, so the 2013-year keyword will no longer be a price war but a user experience of the cocoon. No matter how the electric quotient pattern mutation, the C2B business model proposed by the electric trader, let the electricity merchant learn to care more about the consumer rather than simply to make a yell at the price.

Related cases

Appliance C2B model looks beautiful.

The electricity merchant price bloody battle again to attack, the C2B is becoming the electric appliance enterprise to occupy the electricity merchant supply chain top best channel.

It is reported that, including Haier, a number of home appliances manufacturers are setting up a new brand, the first to propose custom model products for the Internet market. The chief is Haier Group after Haier, the third son of the brand, the Haier Group in the context of the Internet era of the introduction of customized home appliances brand.

The model of Haier's chief walk is a typical C2B mode, the whole operation process is as follows: Collect user's fragmentation requirement-> Custom modular solution-> Custom vote-> provide products-> online booking-> meet demand (service and installation).

Domestic electric business model is mostly concentrated in Jingdong Mall for the representative of the consumer, Amazon represents the Business-to-business and Taobao type of Consumer-to-consumer mode. C2B mode is relatively rare because of the high concentration of home appliances, product standardization, the demand for economies of scale is more stringent, home appliances C2B customized relatively long period, difficult to ensure service.

"The Internet era of consumer demand more personalized, fragmented, homogeneous products have been unable to meet the needs of consumers, especially the young consumer needs, consumers need one-on-one products and services, which requires enterprises to provide customized products and services." The commander in charge said.

As a result of the popularization of E-commerce, offline home appliances enterprises are greatly affected, such as Gome, suning, such as the offline platform are closed to avoid long-term losses.

But moving to the line of home appliance companies are also facing a platform threat. "Enterprises to the online platform as the most mainstream channels, while Jingdong and suning easy to buy such an online platform will become more powerful, home appliances enterprises will be less and less right." "Analysys international analyst Hu said. In addition, the household appliance enterprises have been confronted with the problem of serious homogeneity and insufficient innovation ability.

"Making home appliances is obviously the best way to get high-end resources online." Of course, it is also a means to break the homogenization and attract the attention of consumers. "Hu said.

In fact, the electric business platform also encountered the problem of homogenization products, because of this, will take a price war to gain market eyeball and share. and household appliance enterprises to product customization, in addition to enhance their own market awareness, for the location of the electric platform also has the role of promoting, in order to gain more discourse power.

"At present, the commander-in-chief is only a preliminary modular customization," said the chief executive, "to color TV, as an example, through the official flagship store Cat Haier Mall, 15-30 days in advance of the collection of consumer debris demand, and then vote, and voting information for users to classify and confirm production. ”

However, this customization model also faces a series of challenges such as production, cost and supply chain integration.

How to get through the path from idea to practice, and push the customization mode to the level of scale? How to enlarge the user's demand and realize the lowest cost with the scale of the user resources? How to take a series of marketing activities, so that consumers have a strong interest in customization, quickly in the market to start popularity?

Although backed by Haier this "tree", the commander-in-chief has a certain brand influence, but how to achieve in the custom mode of the actual operation of business value maximization, is still the most important test brand problems.