E-commerce battle pattern No. 1 store ranked first camp

Recently, China Statistical Information Service Center (CSISC) jointly with Xinhua News Agency and China Quality News Network released the "2013 China Comprehensive E-commerce Brand Word of mouth Research Report" (hereinafter referred to as the "Report"). In the "Report", well-known comprehensive online shopping platform No. 1 store ranked among the best in terms of number of indicators, ranked third in the 2013 China comprehensive e-commerce brand popularity list, ranked second in terms of product praise, and finally entered the top three brand reputation rankings .

July is the 6th anniversary of the 1st store, and the word of mouth ranking of the report just happened to be an important noteworthy noteworthy in the Guinness Book of World Records.

E-commerce battle pattern No. 1 store ranked first camp

In the first half of 2014, a number of enterprises experienced strategic plans such as mergers, acquisitions, investments and cooperation. Jingdong went public in the United States and Yi Xun merged with Jingdong. Suning Tesco, Dangdang.com and Amazon China also started to provide platforms Transformation ... ... In a field playoff fierce competition, the electricity companies have to go to different fork in the road, looking for new ways to survive and make money.

"Report" shows: In the brand awareness, quality recognition, corporate reputation list, Taobao, Jingdong Mall, No. 1 shop three showed a three pillars of the trend. In the product rating list, No. 1 store is superior to Taobao. After the entire e-commerce industry experienced a reshuffle, it has basically formed the first echelon of e-commerce platform led by Alibaba, Jingdong Mall and No. 1 store. However, the three parties still have obvious differences in subtleties. In terms of products and processes , Services, there are still room for improvement. Brand reputation third overall results, marking the No. 1 store in the continuous breakeven point of marathon running, maintaining a healthy posture, and has occupied a favorable position.

Create core strengths Supply chain management and mobile terminal building dual force

Since the website was officially launched on July 11, 2008, No. 1 Store has maintained a high-speed development trend. As of December 2013, the registered users in No.1 store reached 57 million, and the registered users in "No.1 Store in Handheld" reached 15 million. No. 1 store in 2013 annual sales exceeded 10 billion, reaching 11.15 billion yuan. The industry generally believes that the rapid growth of No. 1 shop, mainly due to its professional supply chain management.

Taking inventory turnover as an example, this is a very important indicator for measuring the efficiency of a supply chain. Turnaround time is about 50 days at the beginning of the No. 1 store, now it has dropped to 18 days, and this year's goal is 15 days. The traditional retail inventory turnover, usually 30-50 days. In June 2014, the No. 1 Shop and Unilever Supply Chain Quadruplex Joint Optimization Project won the "Platinum Award" for the 12th ECR (Efficient Consumer Response) Excellent Supply Chain 2014, and No. 1 Store also became a key player in this area The only e-commerce company to receive this award.

Data released on January 15 this year, No. 1 shop, No. 1 store's total mobile business accounted for 6% from 2012 rose to 15%, the number of users reached 15 million. May 18, No. 1 store "wireless big promotion" activities, the number of orders on the Handheld Shop 1 for the first time exceeded the amount of orders on the web, becoming the second to complete the results of the electricity supplier business. This year, Shop 1 made a lot of attempts to optimize the App, making it easier and more accurate for customers to search for products. It also launched a "Shopping Trail" function to help consumers quickly find interesting products that they have browsed With a few clicks you can order. At the same time, the No. 1 store is also seeking to cooperate with the traditional Shangchao and convenience stores, from Shanxi, the United States and the United States good to the whole family convenience store in Shanghai, No. 1 store constantly in the 020 strategic layout of the code to provide customers with multiple channels and under different scenarios Shopping solutions.

Innovative marketing to deepen user reputation

Compared to other virtual reality virtual price war, No. 1 store unique ways to put forward the "world record" gameplay, from the "318 milk world record" to "the history of the largest face project" to the "529 Import Milk National PK match ", And the subsequent" 100 million to listen to imported beer 50% off "," 618 aunt Festival ", and now ongoing" shop Qing month break even eight Guinness World Records, Shop No. 1 to explore a consumer Willing to buy and label the marketing model.

Not long ago, the industry microblogging and WeChat circle was a set of No. 1 shop starting "connotation Jiugongge" comic screen. Jiugongge comics formed a body image of the male figure. The point of opening a single picture, see the big picture is a different picture with thumbnails, the amount of information is more abundant. Encouraged inside the circle and trigger the second broadcast of celebrities, No. 1 store creative connotation hit a beautiful victory. In the era of social media, the battle of e-commerce has turned from barbaric price war to spell creative marketing war. No.1 store has also gained more reputation and laid the foundation for the battle of the future under the new era of "play" .

According to the trend of the comprehensive "Report", No. 1 store in 2014 will surely lead the e-commerce industry with Taobao and Jingdong Mall into the era of "Three Kingdoms". By then, the situation floated up and down, we'll see!