"Double 12": Personal custom of testing water for electric dealers

Commercial newspaper trainee reporter Li Yangsunying

If the "double 12" day of the cat's pre-sale model is a C2B model of a tentative test, then take the interactive, two-way play "double 12" is to pry the domestic electric power to C2B mode of transformation of the starting point.

In this one no machine election, no "small two" manual selection process, the whole activity to consumers to decide the promotion, attracted 1.1 million sellers overnight war, consumers to discount the number of 14.03 million people, created a record of domestic electric business activities. Industry analysis that, as a c2b model of a large-scale attempt, the "double 12" activity mode of change is much more significant than the transaction data.

Highlights：

Fun "Double 12"

"Rely on the buyer's search and hide to increase the opportunity to promote the baby, the promotion to my first feeling is very fun." "Chongqing Wooman Trade Limited Liability company manager Tian Jiying told the business newspaper reporter." Although only one months, but compared with the "double 11" promotional busy, "Double 12" gave her a very different impression.

"Every time I get a collection, it makes me happy. "Tian-Ying said that in the" double 11 "promotion, they can only do 70 percent, if 50 percent sales will lose money, simply spell big sellers. "But this time, according to the consumer's request, or price reduction, or gifts to reach a deal, finally out of the single price war model." Tian Ying said, in the process, they will also think of ways to use novel means to get consumers like, the process is more enjoyable. Tian Jiying told the newspaper reporter, her shop this total selected 20 products to participate in promotional activities, for their "small but beautiful" storefront, and "double 11" compared to the volume of the product is significantly higher.

Taobao related person to introduce, and the previous promotion is different, in this "double 12" activities, there is no participation in the threshold, each seller can freely participate in the activities. In the display of the page, also no longer in order to sell the ranking and rankings, each seller can interact with the buyer to obtain the favor of buyers, so as to show their most special and most attractive to consumers. and the seller can be in the activity registration platform to see consumers to their own products to send the preferential request, the seller has the right to determine the consumer's request is responsive, and the right to decide the preferential strength of the application of goods.

Statistics show that up to the "double 12" event registration ended, a total of 12 million goods waiting for consumers to choose, consumers for concessions to 14.03 million people, of which the business response to the number of preferential products 10.12 million, have created a record of domestic electrical business activities.

Substance：

Personalized Consumer Customization

In fact, this form of consumer decisions is exactly what Alibaba Group actively advocates for the future business model of the C2B, to aggregate consumer demand-oriented reverse electric business model.

"In short, it's a personalized customization pattern." "Domestic well-known network marketing experts, E-commerce supply chain Chongqing Institute director Shen to the commercial newspaper reporter said, from the model itself, C2B reverse e-commerce to aggregate consumer demand-oriented, replace the traditional" convergence supplier "of the shopping mall. "There are sales orders, there are production, and then transport, and then there is circulation, and finally achieve sales, this link inside the production costs or circulation costs can be reduced, liquidity turnover days can be greatly accelerated, the essence of the test is an efficient supply chain." "Shenhong said.

The C2B model allows consumers to offer a price for a particular product or service, and the supplier can then dock the customer's order and information on the platform that they are willing to serve or provide the goods to complete the transaction, contrary to the merchant-oriented business model, said Huang, a well-known electrical trader.

Causes:

Seek Differentiated Services

The reason for the rise of the C2B model, Huang, is that, on the one hand, the traditional consumer is driven by business, and there is a lack of effective communication between consumers and suppliers. In this mode, the homogeneity of service is serious and the attraction to consumers is gradually reduced. On the other hand, consumer habits are also changing, more like personalized products, Internet marketing trends are increasingly consumer demand for the purpose.

"For businesses, C2B the biggest advantage is to reduce costs, to obtain higher profits," Huang said, "because it is customized, businesses can be very good according to the needs of consumers to arrange product production, according to the cost of input to determine the price, you can better ensure the profit margin."

Shenhong also said that compared with the traditional mode of business, the enterprise is more controllable to the marketing object. "The Enterprise to the marketing way or the form may choose, thus forms with the user the depth communication and the exchange." ”

In the days of the cat engaged in the characteristics of jewelry sales Chongqing Phoenix Yun-Commerce Co., Ltd. in charge of Yue in the interview with the commercial newspaper also admitted, "Double 11" discount is very low, and "double 11" before and after there will be a low sales period, although a single day sales, but the annual profit contribution is not obvious. By comparison, sellers prefer a "double 12" model, with a higher profit for a single product.

Trend：

C2B is the future direction of the electrical business

According to Huang introduced, C2B mode at the end of the century in foreign countries, the domestic cat "double 11" promotion in the pre-sale mode before the surface. He believes that in the last month's "Double 11", the cat launched nearly thousands of brand merchants group wading in the pre-sale platform model, it is the first time the domestic electric C2B mode of the scout.

In fact, as early as 2009, Ma Yun has declared "c2b era is Coming", "will become the future of industrial upgrading." In September this year, MA Yun in the Network business assembly, once again stressed that Ali will be from the consumer circulation inside into manufacturing, "will be fully advanced from the C2B." "Ma also said that personalized manufacturing, will be the next three years to five years the inevitable trend of society."

In Shenhong's view, the industry-centric consumer model is gradually being replaced by the C2B model of consumers as the center of the Information Age. He says the emergence of the C2B model is an unprecedented event, not a fleeting spray, but a giant ocean current that shapes the global business climate that will change the power of the user and the business, and determine who will be the future business leader.

Depth：

Enterprises to enter C2B positioning should be clear

"However, not all products are suitable for C2B mode. Huang to the commercial newspaper reporter that enterprise product line and the user to bear to be consistent, C2B more suitable for the custom time short product, and the production cycle is long, a production line output enterprise, if does the custom pattern, will increase the cost, the consumer individual demand each stage is different, also is difficult to accept the long time waits.

Shen that the small electric business platform to carry out C2B there is a great risk. "First of all, the C2B model because of the fragmentation of the needs of individual demand, objectively requires a large number of consumers to aggregate customer base, such as only a small amount of consumer convergence, simply can not reach the scale effect of convergence." Second, c in the questionnaire to participate in the download, submission process, due to time, such as massive customers in a certain period of concentration influx, will lead to small electric business platform due to lack of system redundancy and the Web site to open slow, blocked, crash and even the collapse of the system and other serious consequences. ”

As for how to practice the C2B model, Shenhong said that because manufacturers have limited capacity at a certain time, and because of fluctuations in the price of raw materials and components, supply limits may be set. Therefore, the merchant must set up the demand quantity on-line, otherwise will cause the factory not to be able to fulfill comprehensively the risk large area to appear.

Huang that the most important thing is to build a platform with the user information exchange, encourage and mobilize the enthusiasm of the user's participation. At the same time, an enterprise also should not put all the products are placed in the C2B mode, because of the changing habits of consumers, enterprises if all follow the consumption go, it is difficult to have their own product, easy to disorderly. Or should have their own long-term core products, the formation of brand effect.