China's best electric dealers are now a central model

At the moment, China's best electric dealers are "central" mode. The so-called central mode is a platform to centralize all businesses and eyeballs/traffic, become the first consumer shopping portal. Consumers through the entrance to find goods, the platform through the entrance to do benefits distribution, Maur.

According to my understanding, Taobao is about 80% of the source of income is P4P, a use of consumer access to the ranking of ads, Jingdong core Trading category is still concentrated in the 3C, only the goods will be fully limited to sell; Almost all of the central mode of consumer behavior is very single, which naturally brings the platform revenue model of the single. Of course, there is a single call "To do a thing to the extreme" (such as the only goods will), and some single is called "limitations" is very large (such as when).

A few days ago saw a group of data, which has "more than 40% of Taobao orders from the search."

On the one hand, I think this ratio is too big! Poly-value orders are not through search, gold coins and other activities of the order is not through the search, the CPS Alliance brought users directly into the product page, the CPC ads brought users directly into the product and list page; The recommendations of the Community and the forum go directly to the product page. , the customer that the merchant CRM attracts also will not search through Taobao; Basically only enter the domain name, from the favorites point into, and from the navigation site (in fact, the navigation site is also more directly into the "love Taobao") of these "natural flow" will be "search for things", and these natural flows accounted for a large proportion of Taobao? How much more than 40%?

Yes, almost can get a conclusion: Taobao is used to "search for shopping", basically no one "through Taobao to buy things."

That is to say you "clearly think about what to buy when, usually go back to Taobao search to buy", if it is "summer to buy something Summer", or "casually see what can buy, stroll around", you may not be through Taobao.

Why is that? Because Taobao is too strong.

Central mode is a powerful place where he concentrated all the businesses, all the goods, the weak central mode is also he tried to show all businesses, all goods.

In particular, the central mode of commodity management, shelf management, has to be a "format" of the "retail mode" approach. This model and consumers look for the model of goods, incompatible! When you are not quite clear about what you want to buy, just stroll around the time, the central mode simply let you not close.

Not only Taobao cat so, Jing dong is not "crazy just will go shopping, are going to buy when directly to search, or see the promotion past pick cheap."

On the other hand, I think the ratio is too small. Most people are studying the through train, most people are sending money inside, consuming more than 20% of the turnover (Crown sellers usually more than 30% of the turnover for marketing), are in the hole in the head to drill inside the place, but only 40% of the order. Another 60%, has not been valued by businessmen, or "businessmen in that 60% percentage, do nothing". Of course, not only businessmen can not do anything, Taobao itself is also at a loss, otherwise this part of the income has already grown up, otherwise the proportion of income will not be so unbalanced.

This is a weakness of the central model: "In addition to search marketing, there is nothing to do but to preempt the entrance." "Go to the center" not only is the platform business needs to break through, is also the business needs to break through. The internet has never been "helpless", who first changed and who benefited.