Electric dealers try to use price wars, promotional activities often behind the suppliers are not resistant

In the traditional sense of the off-season, several electric platform to try to use price war against the day, but the frequent occurrence of promotional activities is the supplier of rising discontent.

Beijing East 618 Promotion period, due to the low price of Beijing east, Asus announced a moratorium on supply to the east, platform and suppliers of contradictions. Prior to that, only a "exclusive sales agreement" on the Internet was also open to a number of discussions, the agreement indicates that the supplier in the exclusive sale of goods will not be with several other third-party platforms to cooperate.

In the start-up stage of the electric business platform, the big brand Merchant is the focus of the propaganda platform. To the hottest group in the year, for example, a number of group buy site to attract quality merchants settled in, would rather lose money to make a yell. According to a well-known group of Groupon CEO said: "In order to compete for some high-quality resources, group buying sites tend to use the underwriting model, if the sales situation of poor group buying site often to lose money." ”

The story now seems unthinkable, and the electricity-business platforms that have fought for price wars are shifting price pressures onto the suppliers ' heads.

In order to analyze the cooperation and game between the two sides, NetEase technology and a number of suppliers have a dialogue, but these suppliers have invariably expressed the hope that the anonymous processing. The relationship between electronic business platform and supplier may be seen.

So an anonymous conversation began.

Supplier Choice

According to several suppliers of NetEase technology, the current access to the platform of the supplier is broadly divided into several categories:

First, the large brand of resources under the wire, typical representative Li Ning, Haier, etc., relying on the electric business platform to survive small businesses, typical representative of Han Du Mishe as the representative of Amoy brand series; third, small entrepreneurial brand.

In these three types of brands are the most easily controlled for the brand of electrical goods for the second category of brands, the lack of offline business so that they have to rely on the electricity platform to give the flow of survival, when the electric business platform requires them to make a choice, they also belong to the least resistance group.

In recent years, the traditional retail industry is increasingly affected by the electric business, many traditional retail industry has to start to consider board the platform, but how to choose the electric platform, the views of different families are different.

A well-known brand of clothing brands in China, NetEase Technology said that they currently choose to enter the platform is the cat and Beijing East. As has just entered the field of electrical business soon, is not the brand itself to and the electric business platform for cooperation, but on behalf of operations in the operation. In the director's view, the final model of the mature brand or the establishment of their own official website, at present, some of the major foreign brands using the model of self-built electric business platform, so that the channels have control, but also facilitate the promotion of their own brands. However, since the construction of the model time is very long, after the accumulation of users through the Electronic business platform and then slowly do their own electrical business. Other industries, the apparel industry on the annual sales target requirements higher, so according to the person in charge, some clothing enterprises in the marketing activities in order to quickly return funds will even choose below the cost price to supply the electric platform.

This may represent a group of powerful suppliers under the line of common ideas, in their view, the future of the road must be from the construction of electricity, third-party electric business platform and the multiple combination of offline business.

In addition to clothing category this year, Ultra category has become the focus of the competition for the major electric platform.

A well-known domestic snack brand electric dealer in technology, said that the traditional retail enterprises in the end should be how to do the electricity quotient, is the traditional enterprises in the past few years the most hesitant place. They also did not fully think that the electrical business is only one channel or a major strategic choice, there is no model to solve the molding. But the director also said that for some large chain of traditional enterprises, online and offline compromise is necessarily the future trend, both channels of interest must be considered. In the opinion of the person in charge, there is no absolute suitable or unsuitable between the electric business platform and the supplier, for the food industry, the electric business platform that can choose is not many, only the cat, Jing Dong and so on few just. It also said that for traditional enterprises, the electric business platform like supermarkets, how to choose the same as the supermarket, nothing more than to see how much traffic can bring and what kind of services can be provided.

In the fresh type of enterprises, the choice of the most important platform is regional, there is the electric business platform is in line with the positioning of enterprises. The domestic large-scale aquatic company electric business person in charge of NetEase Technology said, to different market demand laying different consumption channels, electric business platform is just one of multiple channels.

Other options

In addition to the large electric business platform, some enterprises have chosen different routes.

The CEO of a famous gold brand manufacturer in China said to NetEase technology, gold this kind of relatively high value products, although also choose to enter the days of the cat, Beijing-east and other large electric platform, but the current sales are mainly under the line, the main role on the line at present is to assist the role of promotion and marketing promotion. In its view this is because the current high value products to obtain traffic costs are high, and the lack of professional electrical business talent. The CEO of NetEase Technology, said that if the future in similar industries in the emergence of vertical type of electric business platform, they will be more inclined.

A small diamond channel business to NetEase technology, the traditional jewelry industry in the real store market has been basically saturated, so must choose the electric business channel to expand. In its view, the jewelry industry in the choice of electronic business platform is mainly to look at the distribution of profit patterns and the consumer on the platform of the cognitive level. In its view, the platform and vertical electronics dealers are brands to consider.

There are also a number of traditional enterprises to choose away from the electric platform, a well-known domestic electric vehicle manufacturers vice president of NetEase Technology, because of maintenance reasons, currently will not consider entering the field of electricity, and in the future may consider into the cat flagship store or even since the construction of the electricity business.

And in response to the current emergence of supply and marketing companies in the rumors, a number of electric operators in the field of navigation and some large retailers have said that this approach is basically the use of monopoly to squeeze competitors, the authorities must bear responsibility. But there are also some retail companies that say in business, if a platform really can get dominant status, companies will make the appropriate tilt.

Requirements for suppliers of electric business platform

Day Cat:

First, in line with the qualification audit, two, pay security or annual fee.

Jing Dong:

Capital requirements: The company registered capital of 500,000 and more than 500,000 RMB; authorized qualification: need to ensure the integrity of the authorization chain, that is, the authorization to apply for the enterprise to be able to reverse the escalation of the brand.

When:

Take clothing as an example: 1. When the total number of shops in the clothing platform control in 3,000, every year there are eliminated and supplemented. Mandatory requirements are to meet when the service standards, such as: The day of the day order delivery, soft requirements should be lower than when the complaints indicators, participate in when the focus of promotion, and give strength to support. 2. The choice of business mainly consider the brand influence, the degree of selling goods and merchants in the price concessions given. For the focus of nurturing businesses, we will be in the television advertising, network launch, road signs advertising, site promotion resources and many other channels to give support.

Shop Number One:

Must be registered in mainland China enterprises, and need to have the qualification to sell the corresponding goods.

Only product will:

International brand name, China famous brand, or has been well-known trademarks in China, the state-exempt products and other titles.

Xun Network:

The applicant must hold the business license and tax registration certificate of the mainland enterprises, and if it is a brand, the applicant must hold a trademark registration certificate or a trademark acceptance notice. If it is a channel, you need to provide formal brand authorization (if the agent at the same time multiple brands in a store sales can provide a formal purchase channel certification). Platform use fee of 500 yuan per month, margin 10000 yuan, the Commission according to the sales point 2-6% (depending on the category).