New pat network PC shop and WeChat shop a key

Jingdong Group Vice President and Pat Network President 蒉 Ying Chun

Tencent Technology News (Lotte) July 17 news, Jingdong Group's shopping site pat network today announced the official launch of operations in Beijing, and for the first time announced the new pat network traffic distribution, user sharing, platform rules and other aspects Move.

Jing-Dong Group vice president and president of Peipu 蒉 Ying-Chun said that at this stage China's C2C ecological unhealthy, the most direct manifestation is that most businesses in the ecological chain are not profitable. The new pat network mission is to form a virtuous circle of C2C healthy business ecosystem.

In March this year, Jingdong Group acquired the original Tencent's pat network, and set it as an independent subsidiary into the C2C market, it immediately began to remodel pat network, one of the most important job is to re-plan pat network Flow distribution system.

Traffic distribution system to start business services

It is understood that in the current C2C ecosystem, sellers access to free traffic mainly from the platform search, and search rankings are extremely dependent on sales, so the seller had to run a large number of ads to increase sales in exchange for search ranking in the front.

This makes a seller's marketing costs tend to account for more than 30% -40% of their income, coupled with the cost of goods and personnel, office space, warehousing, logistics, after-sales and other expenses, the real profit can be extremely meager or even negligible .

This also leads directly to the fact that most businesses in the ecological chain can not make profits. Some businesses sell low-cost inferior goods and even fake goods for survival, which directly affects their reputation and the rights and interests of consumers.

The pat network reconstruction is to start from the traffic distribution system to service businesses. The first is a steady flow of subsidies. Ying Ying Chun said the new pat network in 3-5 years will not profit for the purpose, on the contrary, will be through a lot of package segments and the purchase of resources to give sellers traffic and advertising subsidies to help sellers at a lower cost access to users.

Jingdong said that in 2014, the auction traffic on the pat network will provide 1: 1 subsidies for businesses, that is, how many advertisements are outsourced by the merchants, how many advertisements the platform will subsidize, and directly reduce the commercial cost of the merchants by 50% The patted network traffic policy will be very stable. In 2015 and 2016, advertising policies will continue to be subsidized to help cultivate ecological construction.

In the distribution of free traffic, pat network made significant changes to the search rules, to maximize the reduction of the sales factor in the search weight, weight of the quality of the goods, the level of service shops, the conversion rate of goods, store retention capacity of core operational ratings, And the introduction of personalized search from the common interest groups and friends recommended search capabilities to help real high-quality shops to get more free traffic.

PC shop and WeChat shop a key to get through

In addition to helping sellers acquire new users at low cost through reasonable traffic distribution, how to help sellers establish and direct contact, communication, maintenance and marketing systems of users is also the key improvement and improvement of the operating rules.

According to statistics, in the past a seller from the regular customer traffic accounted for less than 10%. Jingdong said this is the biggest drawback of advertising as the main business model of the platform: the platform uses rules and information opaque impede the direct communication between sellers and consumers in exchange for the maximized advertising revenue, in other words, "users are Platform, not all businesses. "

Jingdong said the new pat on the operation will encourage sellers and buyers to establish direct communication channels, so that sellers to consumers more accurate and convenient self-reliance.

In the new pat on the first page, launched the "My pat" module, the system according to the user's label, preferences, age, purchase, collection, browsing history, and the accumulated trajectory of e-commerce behavior, intelligent recommendation of the user has ever purchased or most Interesting goods and stores.

The system will also use the user relationship chain, matching friends' preferences and behavior records, to create a personalized home page with "friends with the same interests of me as I recommend", "city friends recommended for me" and so on.

Pat network also developed a seller PC store and WeChat store a key to get through the function. By then, the seller's PC store will be able to divert Wechat stores to attract new customers, while WeChat stores can help sellers better maintain, manage and operate their existing customers. This decentralized approach will help small and medium-sized sellers better Maintain repeat customers, improve the proportion of old customers revenue.

Pat will be opened with the JD.com joint registration system, search is also underway in the future, consumers can not search in the Jingdong Mall long tail products will show the results of pat network, Jingdong Mall coupons and the future of Beijing Can also be used in patting. In addition, Jingdong's logistics and financial services will also be open to groups of demanding sellers.

The rules system for sellers

Outside the traffic and operating system, pat network also released a new rules system. In this system of rules, pat network focused on four major business philosophy: to encourage entrepreneurship, to do the real "small but beautiful"; establish an orderly and orderly competition in the industry, eliminate fakes, to encourage original; committed to providing buyers full range After-sales service, and for small and medium-sized businesses to provide long-term and stable incentive policies and support programs to protect businesses in the pat business platform for the healthy development.

Pat network said the release of the rules system will make patting play a better role as a server, from the entire traffic system, product system, reward and punishment system and user system to provide excellent products and businesses to provide the best to meet consumer demand Services, under the established rules, so that participating parties are free to play their own strengths.

It is noteworthy that in these rules and systems, the pat network emphasizes the core principles of preventing fakes and said that it will never indulge in fake goods because of income and advertising, and will take drastic measures to combat selling fake goods.

"Why consumers need a platform for the new C2C is that the simple truth is that they need better-priced, better-priced parity platforms to help make shopping decisions." Yingying said: "We hope consumers will rebuild the C2C platform by eliminating fakes trust."