From big B to small B: Talk about your unfamiliar power supply and marketing system

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Supply and marketing, literally means supplies and sales. This word, and now with the combination of electric dealers, become a traditional brand to enter the electrical business of another kind of thinking-do not open shop, through the distribution of electricity to establish channels, to achieve channel control and commodity Management, I from 3 stages and you share the development of the system of Taobao supply and marketing process.

The earliest domestic supply and marketing system (end of 2009-2012)

2009 Taobao set up the domestic electric circle of the earliest distribution platform (fenxiao.taobao.com), for suppliers and Taobao sellers it is a free goods procurement market, to help have a sourcing demand Taobao sellers on the platform through the distribution model (at that time did not sell mode) and suppliers to establish cooperation , the use of a function of the delivery of goods to Taobao, to meet the needs of consumers. Distribution platform is now the predecessor of the supply and marketing platform.

At that time, "do not recognize the goods" situation, leading to a more chaotic front-end market, distribution platform in this context was born. March 2012, Ali Group began to find a way out of the authentic source, put forward the "brand distribution" concept. The first step began to comb the supplier system, launched a supplier entry threshold-must have the enterprise qualification to be settled. followed by the introduction of the "grant" token services, the front-end merchandise hit the "grant" right to the subject is identified as a protected brand sourcing.

In the same year June, Ali introduced a new role-brand business. As the owner of the brand, the master of the core resources, once the large-scale participation, will inevitably drive the market from disorderly to orderly transition.

Brand "new identity" to join and BC through, to the time of more than 20 people team, it is not easy. Taobao and the cat itself is two a completely different market, their products, the needs of the audience is inconsistent, BC through the inevitable to the two market brings the immediate conflict. Finally, the supply and marketing platform to take a small scale pilot, "Silk Road" project in the supply of brand-name channel visualization tools spent a lot of skill, no doubt also became the brand at the time of the core of the hand.

Renamed to open the Year of Supply and marketing (2013.1-6)

At the beginning of 2013, Taobao distribution platform officially changed its name to the day cat supply and marketing platform (gongxiao.tmall.com). Distribution to supply and marketing, simple word of the difference, for the platform is a change. Supply and marketing platform is a through the two major markets of B, c e-business cooperation platform, from the previous front-end procurement market, to retreat to the real back-end support platform, the platform is based on brand manufacturers (suppliers) as the core body, at the same time facing the distributors of the bilateral market, collaborative brand building "online, offline" two nets.

The establishment of the day cat supply and marketing means that the brand of the whole channel operation of the road officially started. At the annual meeting of the 329 supply and marketing platform, the platform puts forward the new concept of electric business operation from single shop to the whole channel and the "1 n N" whole channel operation mode, (that is, the brand (1) under the leadership of the Cat Multi-store (N: Flagship store franchise stores), Taobao multi-store (n: Distribution Sellers)) to the brand, suppliers, Distributors in the eyes of one of the bright, subversion they have been on Taobao, the cat opened the shop view, quickly by the brand merchants are recognized, for them this model is relatively more familiar. Brand focus on brand building and product building, while maintaining contact with consumers at the same time, so familiar with the internet retail channel terminals (Taobao sellers-distributors) to achieve terminal retail; The brand participates in the whole market construction and regulation through the data tool.

After 329 years, from the traditional enterprises in the well-known brands to foreign trade factories, have wanted to rush into the ranks. However, the reality of the problem arises, the brand of the landing platform although many but really the whole channel business is only a handful.

While the brand (supplier) acknowledges the complexity of the matter, the platform is thinking, where is the solution? 1. The foundation construction is weak, the tool construction is imperative. Brand Channel Center on the line, for the platform and the merchant is undoubtedly a dose of force needle, channel relationship inventory, panoramic data perspective, for the brand to make business decisions to play a vital role. 2 The internal start to comb the original customer system, and core customers to share with each other, business create. Bear, Han all clothes, Supor, 361°, nine pastors have stood out. 3 Platform "Open" strategy, build the entire channel operation ecosystem, through the external service provider's strength to train more brand customers to carry out business. Channel hosting service provider was newly proposed, "another City" "Rich-run", "Victoria Rich Friends" "treasure" and so on have become the first channel custodian partners.

Supply and marketing battle, tens of billions of quietly to (2013.6-so far)

More than 2013, with the ALI group Organizational structure adjustment, the cat supply and marketing platform also belong to the group, the Platform rules, platform reception process, self-service operating back-office systems and operating tools put forward higher requirements. To this point, the group to seek cooperation within the Department is also more and more, agriculture, books, automobiles and even social responsibility of one fund are active door-to-door "qiuqin." Inside and outside the expansion of demand, platform next how to go solid? The platform is not just focusing on the core customers, but it wants to serve most of the brand (suppliers) through customer precipitation.

One of the initiatives, the Platform operations team to strengthen, independent distributor operations team and channel marketing team, new product operations team, to do a good job of product and customer links and interaction, product team clear planning, product managers and business bundled more closely. After the transformation of the supply and marketing team closely around the "breakthrough, focus, effectiveness" three key words.

The second step, 520 new regulations on the launch of the online margin, strengthen the supplier qualification of the control, firm to be qualified, have the ability, really put into the channel brand (supplier).

Action of the third, the channel "for" 100, the whole channel operation of the core link-"channel planning, Channel construction, channel marketing" One by one analysis, the process of establishing a PK mechanism to further stimulate the customer's needs, resulting in supply and marketing hundred strong. Enrollment stage, attracted nearly 5000 business participation, Haier, Winnie, seven wolves, New Hundred, Aupres, October mummy and other fields of the industry leader in the brand.

Immersed in coping, methodical progress in the work, a quiet report brought a surprise-this year's supply and marketing Alipay transaction amount is close to 20 billion. This is a milestone, for waiter is moved and gratified, but also explained the potential of supply and marketing. There are more things to do on the platform, Platform infrastructure and service security continue to deepen, optimize the supplier and distributor operations team to highlight customer value, licensing system of goods and consumers to get through, in-depth brand-dimensional data opening, the further exploration of the efficiency of goods circulation ...

We will remember this day, also believe that there will be more miracles tomorrow by us and businesses together to create.

(Disclaimer: This article only represents the author's opinion, does not represent Sina's position.) )