Characteristics of China: To create a local network marketing portal

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Alibaba characteristic China project in a short span of more than a year of operation process, gradually formed in order to rob the representative of the "Pre-sale + order Agriculture" Sales model innovation, to Suichang Museum Longyou Hall as the representative of the Food Safety guarantee mechanism innovation, to Xiamen Museum Sichuan Pavilion as the representative of local Life Network marketing channel innovation. The opening of the characteristic China Pavilion has increasingly become an important gateway for local network sales.

Wen/World Network Business

Operation Small two Hui Light told "World Network Business" reporter, as of September 2013, features China has opened 16, respectively, Hubei Museum, Sichuan Museum, Guangyuan Hall, Shandong Museum, Wuyi Museum, Suichang Hall, Yinjiang Hall, Xiamen Museum, Xinjiang Museum, Guizhou Museum, Anhui Museum, Ningguo Hall, Wuhu Museum, Longyou Hall, Enshi Hall, Gaochun Hall.

Recalling the characteristics of China this short more than a year of operation process, Hui light feeling the deepest, gradually formed in order to rob the representative of the "Pre-sale + order Agriculture" of the Sales model innovation, to Suichang Museum Longyou Pavilion as the representative of the Food Safety and security mechanism innovation, and Xiamen Museum Sichuan Pavilion as the representative of local Life Network marketing channel innovation.

Three steps of development strategy

So far, feature China has come out of several stages:

The first stage, intended to use native products to pry the strong demand for agricultural produce, the original three pavilions-Hubei museum, Xinjiang Museum and Guizhou Museum opening, the Hubei hairy crabs, Xinjiang fruit nuts, Guizhou tea barley are selling on Taobao.

October 2012, Taobao in the characteristics of China's Xinjiang Pavilion tried to "grab fresh" pre-sale mode, for order agriculture made an e-commerce annotation, confirmed the "production", "Base direct supply", "experience marketing" and other directions.

In the second stage, we began to combine tourism. The Sichuan Pavilion, which was launched last December, binds native products with Sichuan characteristic tourism resources and combines local life services (restaurants, accommodations, entertainment, etc.) to provide users with a full range of services for good taste, fun and travel. Began trying to make local life online.

Subsequently, the Suichang Pavilion became the first County Hall in China, in addition to the quality of native products and tourism resources, Suichang model for the characteristics of China's agricultural product to solve the problem of food safety to provide a new reference, that is, the government to do a good job of food safety preparation, the formation of local customer service team, to achieve Suichang problems in the Suichang solution.

The third stage, the characteristics of China's category will be further widened, with local characteristics of the industry may be included, such as Xinjiang's cotton, Tonglu leather and so on. From a further aggregation point of view, business-to-business business, wholesale, distribution and other services are also possible to enter. In the business module, will not just stay in the product sales, such as network business training, warehousing and logistics, and so there is the possibility of integration.

Three problems and puzzles of operators

"What is the characteristic of China?" What is the value of China to users? If you are an ordinary user, why do you want to feature China? Why go to special China to buy things? Pan Dongming, curator of the Suichang Pavilion, threw out these questions.

From the point of view of the characteristics of the operators, these are some fundamental problems, when the fundamental problem is not resolved, the value of the characteristics of China can not be reflected.

The establishment of commodity marking mechanism and open SPU Library

Pan Dongming cited an example, said Suichang dried is very famous, when the buyer with a great passion to open the characteristics of China's home page on the dried, point in, opened it is the whole network dried Sales search page. This is a bad customer experience.

"The core of the problem is to hurt the consumer's heart." "Pan Dongming said.

Because there is no corresponding background merchandise marking mechanism, that is, all the goods into the pavilion marked with the characteristics of China and the local pavilion certification, so, when the buyer on Taobao search for special keywords, search results will not reflect the regional attributes of the specialty, it can not be guided to the local pavilion to deal.

Marking mechanism is not established, in Pan Dongming appears to be a "mishap", but he also does not deny that the marking mechanism will give operators a lot of rights, which may lead to rent-seeking opportunities, that is, businessmen who pay the money for how long to hit the mark.

How to attract flow and build better drainage mechanism

"Now, every day through Taobao home to enter the Xiamen Pavilion in the number of 2~5 million, and a Xiamen pavilion needs 10~20 million traffic is enough to support its existence." Then flow how to come, flow how to share with each other? Taobao travel, local life and so more plate, can from the inside to get through? These problems troubled the Xiamen museum curator Roqinglong.

In the light of the view, Taobao China has fixed flow support, Taobao home page, there is a product based on the discovery mechanism, as well as the underlying tool support, including data backstage. And in the category, he hoped to be able to do some marketing support horizontally, form the concern. The future will gradually introduce characteristics of China's drainage mechanism to enhance the flow of the local pavilion upgrade.

How to attract traffic, how to combine manufacturing influence, to achieve resource sharing, complementary advantages, mutual self-discipline, and promote prosperity, these are the problems that the local special pavilion needs to solve. Alliance leader Pan Dongming proposed a joint initiative to attract more attention and flow. "By the alliance to launch activities, and then to Taobao audit." Like last October's Fruit Festival, is a training, by a deputy leader to plan, and Taobao with the needs of docking activities, and then integration of products throughout the country and media resources, joint activities, jointly launched. ”

"With alliances, the resources that each curator has, when there is a big event, concentrate on ' blasting '," he said. Pan Dongming is so longing.

The profit mechanism remains unclear

In the business model envisaged by the featured China project, it is obvious that all parties benefit.

For consumers, to find more features on the platform to form an interactive community, for sellers, you can directly butt the end of the market, and access to data feedback, from this platform to sell products, enjoy on behalf of operations, wholesale, training and other services; for the government, Through electronic commerce can accelerate the local economy docking market, realize the industrial transformation, promote local employment; for Taobao, rich category, improve the quality of image, but also through the offline resources, to introduce more new users.

In Pan Dongming's view, the County hall is easier to do at the local pavilions because the county Hall can make money by integrating the supply chain. And even if the future introduction of Taobao customers and other profit-sharing model, for the provincial pavilion, is still a profit model is not clear, this issue remains to be resolved together.

' Taobao China ' is not ' a good deal ' and the current traffic is limited. For example, we invest in a shop, this shop only in the characteristics of the Chinese pavilion to do a valuable, then it will and you profit. "Pan Dongming said. Therefore, although he recognized the idea of pay-per-click, Pit-level auction fee Division run mode, but he also believes that the whole environment is not very mature, can not be a good solution to the problem of drainage, in the profit mechanism can not be like a cost-effective, or the cat that play.

The way out is to move from plan to market

In fact, for the characteristics of China's small two, the real difficulty is how to integrate so many aspects of the business, how to achieve online resources through the line. The future, "Taobao will be more just to do technical support, other services are centralized local pavilion." "said Hui-guang.

According to Taobao, this is from planned economy to market economy. "The advantage of this is that the wisdom of the market is fully utilized to reduce its operating costs," Pan Dongming said. ”