Four modes of electric business development

Seven years ago, ebay's "big seller" very domineering told MA, they can do tens of thousands of bucks in one months, now, a single day sales promotion can let a shop sell more than 20 million, the road of reform and opening-up for 30 years , only seven or eight years, E-commerce has gone a similar; An industry that is widely regarded as deceptive and deceitful has become a revolution without blinking.

In the course of e-commerce development, Taobao is still the status of can not be shaken , and it boils down to Taobao 7 years of dependence on the development process, we can find that its development model can be roughly divided into four types of models: Brand model, access mode, personality mode and hosting mode.

The so-called brand model, that is, to register their own product brand, through competitive products and focus on the brand management, will own the brand to operate into Taobao famous brand even to the development of the line, such as wheat bag, sheepskin Hall, Royal Mud Square, such as Amoy brand is a typical representative of this model.

and access mode, the choice of business focus is shop, although they do not own the product brand, but the shop traffic is huge, customers on the shop viscosity is very high, similar to the line of Wal-Mart, Carrefour, customers are directed to the reliable shop to come, rather than product brand pull. This kind of sellers a lot of, such as lemon green tea, Xixi stroll, home, such as walking is the access mode.

There is also a path and brand characteristics, but also have their own unique style and personality. We call this personality pattern. This type of network operators in addition to the introduction of unique products, but also to deliberately create a corresponding circle of culture, customers not only like their products, but also by the charm of the culture is deeply attracted. For example, Taobao sellers crack silk, is an outstanding personality pattern representative.

The last one is the trusteeship mode, nearly two years due to the vigorous rise of Taobao mall, the traditional big brand many hope to test water e-commerce, but at the same time there are a lot of worries, including disorderly price, fleeing goods, not familiar with the market and so on, so the emergence of a group of E-commerce custodian, They contracted out the business of electronic commerce or the whole or part of the traditional enterprise to carry out trusteeship operation. This kind of representative mainly Third-party services, such as Amoy brand of Shanghai Bao Zun, Wuzhou online, the Big universe and so on.

Access mode: Sourcing and shop operations to achieve the ultimate

Access mode, perhaps the most representative Taobao market shop model. Most of the market shop, do is the oldest purchase of goods sales business. 2003 to enter Taobao Lemon green tea is a typical representative of this type of network business. Follow Taobao, after 7 years of sharpening, whether from credit or sales, lemon green tea has become the undisputed first shop Taobao fair. And its positioning, is also "white-collar women's supermarket", trying to create a online Wal-Mart model.

The development of lemon green tea from a 500 yuan entrepreneurial pop to cover the United States makeup, home, clothing, food and other industries, nearly million products, "supermarket" business, for many years to occupy Taobao sales tau, lemon green tea on what? The answer may be many, and the focus is probably on the positioning of the bargain malls and the "faster" corporate culture. Lemon Green tea has a professional purchasing department, and open investment. As many brands in different regions, the price is not the same, the international brands in different countries, the price of the supply varies greatly, lemon green tea through a variety of channels from some of the relatively backward countries of the purchase, so you can sell the product price as low as possible, which guarantees the rapid development of the initial period Most of the time, when you visit Lemon green tea, you will find that the company is like a revolution with banners, appointments of time, agreed goals, and then we work together to sprint. Therefore, "fast" to become the core of lemon green tea corporate culture, the big goal, decomposition goals, day goals, customer service teams, employees are both cooperation, but also a competitive relationship. From top to bottom, penetrate the marrow of the pursuit of rapid development. Of course, this fast is not entirely from the blind speed up, but there is a strong team structure protection, before 08, the number of lemon Green Tea team may be many of the original net Taobao did not reach--more than 20 departments, more than 300 people of the scale. Nearly half of them are engaged in the day-to-day operation of the shop, but related to IT support, procurement optimization, new channels, such as the development of "do not work". Because of this, it can be guaranteed from the body of lemon green Tea "faster" corporate culture.

Lemon Green Tea Using this mode of access, in the current Taobao focus on the trend of the mall tilt, it seems to be gradually abandoned. The recent two-year study of lemon green tea has gradually been replaced by the study of the MAI Bag and other Amoy brands, but this does not mean that this mode of access is outdated. Contrast line, we will find that, although many well-known enterprises are brand, but channels, retailers also have a large number of outstanding enterprises. Although the development of Taobao platform is very fast, but not fully mature, so often in a period of time to focus on a piece of development and ignore other parts. Since 08, the brand model of the mall is the main theme of Taobao, but the market is still an important lifeline Taobao, Taobao Mall, after the independent operation of the market resources will recover a lot. Therefore, the channel model representing the market leading mode will still be one of the important models on Taobao. With the continuous expansion of the online shopping crowd, a large number of people tend to low-cost, one-stop shopping needs, is the best channel model development resources. Of course, the path of the development of the road is also full of thorns, lemon green tea in recent years in the source of goods has been questioned, due to the early extensive procurement led to brand manufacturers frequent complaints are the development of the road need one by one to go over the threshold.

Access mode, the need to grasp the two key, one is sourcing procurement, the second is the store operation. Just as Wal-Mart continues to optimize its sourcing, the access mode of the shop, procurement needs continuous optimization, and constantly explore new sources, in the global search for more inexpensive products, is the key to the survival and development of the Channel store. Another, the access shop to the buyer to create a more comfortable, more attentive service environment, and constantly study the needs and problems of buyers, to provide the goods they need to optimize the shopping path, the introduction of customer expectations beyond the service system.

Brand Model: The skillful growth and development of net goods brand

Nearly two years, due to the operation of Taobao Mall, the emergence of a group of Taobao born in the Amoy brand. Although these Amoy brands can not be compared with the line under the big brands, but in Taobao is important, and even the market share far more than big brands. The Royal Mud Square is such an outstanding representative. Only four years less than the time, the Royal Mud Square has done Taobao mask class the status of the best. Such rapid development, the most powerful driving force when the boss is the peak of the Super event marketing force. A small interview from the initial local television station to follow the CCTV shopping street Taobao, to participate in CCTV's entrepreneurial competition, and then to the recent doubling of the Royal Mud Square "Day Day", until following the death of Hunan TV into the Japanese market, small Dai has been with the media has a pretty good fate and tacit cooperation. Why the opportunity to favor the royal Mud square? The first reason is the small Dai follow Taobao strategy, small Dai said: "Our strategy is very simple, is closely followed by Taobao." In such a strategic positioning, Taobao launched a new activity, a new platform, the Royal Mud Square as far as possible to participate, and the reason for sustained participation, but also benefited from small Dai in the event marketing the excellent results. In June this year, the happy Taobao on the first stage of the show "Day up" as an example: 20 brands to participate in screening, 12 brands on the show, the final only royal Mud Square has doubled the effect of sales, the reason is that small wear more than 10 minutes of the program time is full of the audience's laughter, coupled with small wear in the program interspersed always mentioned " Royal Mud Square "brand name, so let this show let the Royal Mud Square harvest full." Another example of the use of media power is the Royal mud Square with a local magazine in Hunan Province, a section of the "Royal Mud Square talent list." The way is very simple, that is, magazine reporters in the interview star talent to send a royal mud square products, and its performance is amazing, the outside world feel is the royal mud square with a lot of big stars are involved in the relationship, and even feel that many stars are for the Royal Mud Fang endorsement, four of the means of the heavy to get a good interpretation here. Of course, apart from that, the development of the network distribution and offline distribution in the course of the development of the Royal Mud Square has played a great role in helping to develop the royal mud square.

The development of the Royal Mud Square, to a certain extent, represents a number of Amoy brand development of the general model: the speed is very fast, with years time rise rapidly, the cost is very low, Amoy brand initial cost of making basically all in tens of millions of levels; using skillful force, through the unique selling point of products, event marketing and other methods to obtain development; follow Taobao, Amoy Brand Network Business without exception to choose with Taobao strategy, take the lead in using Taobao new platform, new tools, and strive to become Taobao needs of the network business model. Amoy brand model has become one of the most promising Taobao business direction, in recent years, especially after the rise of Taobao Mall, the emergence of a large number of Amoy brands, Taobao Big Customer department is specially established a team to support Amoy brand development. Therefore, Amoy brand in the exposure, the promotion of resources and so on all aspects can get Taobao priority support, this is a good opportunity for the development of brand models. But this road is not smooth sailing, brand awareness and sales of the promotion, but only to go through the first step, the next Test Amoy brands will be the ability to build supply chain: When the sales surge, how to quickly increase the supply of goods to ensure that the market will not be out of stock because of the disappointment is abandoned; How to effectively analyze the data to predict the style of sales to guide the production, how to transform the flexible production to quickly launch to meet the market forefront of the trend of products, how to get through the production, sales, distribution of the flow of information to minimize the cost of inventory and so on. To the more advanced stage, brand operation will be a greater test, how to promote brand, enhance brand reputation, strengthen customer loyalty, these topics than offline brands have higher requirements, young Amoy brand team can quickly complete such a high demand change, this may be a life and death test.

For Taobao merchants, can not blindly pursue the brand model. The operation of the brand model requires a higher degree of sensitivity to the product, the introduction of products to meet the needs of the market and users, the need for a strong supply chain network to build capacity, integration of resources in the middle and lower reaches, fast to meet the market, users, the need for network operators have brand awareness and ability to obtain more customers at the same time the brand firmly rooted.

Personality pattern: to sell personalized products to individual people with personality culture

In Taobao many network business, to find a personality, there may be a lot, but if you want to find a person who can deduce their own personality, I am afraid, I am not split. Split Silk has four founders, are designers born, so cleft silk is born full of design creativity. Its product positioning is bizarre, doing is marginal style, and the edge to the extreme: it is said to be India, Burma, Nepal, the border of the national wind. Exaggerated style, so that a lot of buyers to their products, so crack silk products can only have a small number of smaller minority dare to risk Baife, but it is precisely this small crowd, but has a very high degree of loyalty, because the minority products difficult to find. The development of silk fissure, neither the royal Mud Square as the brand marketing force, nor the rapid culture of lemon green tea, but when the brand like rebellious girl is gradually known, but out of a different way. In addition to crack silk products are mostly from the founder's hands-on design, crack silk more powerful gravity from the small circle of the culture of the mold. At first, the leading theme of the users was "walking inward": "The nature of clothes is to endow, increase, increase awareness and hint, let it participate in society, establish a sense of self position, establish identity, and establish a sense of community existence." Is there a kind of clothes, it is instead of the solution? The movement of the outer dress becomes the liberation of the inner spirit, like the peeling of an onion, until it is close to the inner. Back to nature, to return to the child-like without the senses, the color, material, image of the feeling, to depart from the hardening of the society, to nature, to the inner pasture, with their own, dissolve identity, get pure moved and joy. "This paragraph is split silk" to walk in the comprehensive interpretation, thin taste, you will find that ordinary clothes, unexpectedly with the spirit of liberation, moving joy, such as the spirit of the world so relevant. Many people in the community maverick, and Maverick pursuit of more maverick, however, until the discovery of the crack silk, found the split silk to walk in the culture and the sketch of the buyers of silk, this group of people feel really found the ego, found the reason for Maverick and complete clear self. An emerging network goods brand, a small network business, split silk but for a group of people to shape the spirit, let them realize the liberation of their own, this is really remarkable.

Through the split silk we can see that the personalized mode for the minority users can achieve greater success, but the uniqueness of the product and the corresponding unique culture molding is the key to this model. For the personality model, its development opportunity may not be limited to the platform, but the whole social population differentiation and evolution. When the information age has fragmented society as a whole, choosing one of the niche users is more likely to gain recognition and loyalty. Of course, also precisely because of the personality model of the network business itself also has a strong personality, their management, operations, the ability to slightly weak, crack silk early cooperation with the factory not only no account period, but also prepaid millions of payment, so that many people are surprised by the behavior is an example. Personality Mode Network business, the future development in the company management, business operations may be a lot of effort to make up for the short board.

The choice of personality mode of the road, need to have a network of personality genes, can create personalized products, but also good at creating a corresponding personality culture. Do not easily choose the personality mode, once the choice will be to play the ultimate personality.

Managed Mode: Third party fully hosted brand Enterprise's electronic commerce

In the process of the rise of market platform, there will always be some unique opportunities, Taobao Mall development, the birth of such a: traditional brands due to see the rapid development of Taobao, have to try, but also misgivings, worried about the impact of the ground channel, worried about the price system of disruption, fear of damage to the brand image, In such a contradictory mentality, the development of their own brand of E-commerce outsourcing, entrusted to a company, has become a lot of brands in the early stages of E-commerce a universal choice. Foreign brands of Dell, Philips, Jack Jones, the beauty of domestic brands, Anta, DLink and so on have chosen such a way. And this kind of signs, to a certain extent, and accurately cater to the official Taobao mall demand-the rapid introduction of traditional big brands, brands, platform side of the common demand, the birth of such an industry-brand E-commerce hosting.

2008 onwards, Taobao Mall quietly appeared a treasure company, it operates a number of brand flagship stores or stores, and the rapid spread of the industry, but also let many brands quickly understand the choice of competitive brands, so treasure the company has been receiving new trusteeship needs, so that once hosted more than 10 big brands. A company for a number of brands to open shop, Bao Zun is how the mode of operation? This is similar to the common use of foreign companies "matrix" management model, that is, the team vertically according to the type of work at the same time, in the horizontal and set up a brand manager to coordinate the company's internal resources for a brand, So as to ensure that the team resources in the multi-brand sharing, but also to maintain a brand relatively independent operation. Hosting company, to a certain extent, can be understood as a trader, although neither owns the brand, nor fundamentally owns the shop (because its shop has been authorized to obtain more than two or three years), but in the authorization period agent brand in the development of Taobao platform for the business, and from the acquisition of custody fees and sales. Taobao now on the online custodian has the overall trusteeship and part of the trusteeship of two categories, the overall custodian of the brand in Taobao to take care of the operation, while some of the custodian is in the Sales customer service, warehouse management, such as delivery of a certain area for the brand enterprise hosting its E-commerce part of the business.

The emergence of the trusteeship mode is the product of the historical stage, it is because Taobao Mall's rapid development and traditional enterprises in the short term can not be rapid integration. Therefore, in recent years, the market for the custodian of the demand will be very strong, a large number of brands into the Taobao market, the need for a large number of trustees to pick up. But this model also has the very big risk: the brand merchant and the trustee often is mutually utilizes the mentality, the cooperation inevitably will each seek own benefit maximization, this to the brand healthy growth will have the very big disadvantage. Make a simple analogy: oneself had a son afraid to raise bad, so give others to raise, but others often is the mentality of raising pigs for you to raise a son. Therefore, when the e-commerce market is gradually maturing, the overall trusteeship may become a historical phase and disappear, but specialization in the direction of professional business trusteeship (such as shop decoration, product photography) may be long-term existence, this online under the market can see the confirmation.

The management trusteeship mode, needs to have the deep understanding to the traditional enterprise and the network market, and can establish a professional matrix type team. Managed mode of profit, often rely on not only the product supply and marketing spreads, but also a trust fee. Familiar with industry and platform, excellent negotiation ability and strong team management ability, it is the three core requirements of operating trusteeship mode. Choose the hosting mode, with the traditional advertising companies, most of the trading company, some of the gateway mode to enlarge the network, there are many in the development of the Trusteeship model to try to march.

Explore the network business development model, perhaps this topic is a bit too early, perhaps these models are not mature, but the evolution of e-commerce ecological circle There are always some inherent laws, summed up a variety of modes of network business path, explore the development of opportunities and risks, should be conducive to thousands of network operators less behind the ranks, More winners. Four models are not good or bad, there is no best model, only the best for their own model.