Open expansion of Yili electric business: Multi-platform Test water tries to catch users directly

November 7, the reporter noted that yili middle-aged gift box quietly added a mobile phone two-dimensional code, consumers through Yili's two-dimensional code can receive the Erie Day cat flagship store information. Erie has been a low-key e-commerce business, in a variety of ways to communicate directly with users.





Channel: Multi-platform Test water operation should be independent





billion power network inquiries found that the current Erie in the days of the cat has a total of two flagship stores: Yili flagship store and Yili maternal and child flagship store. Among them, Yili flagship store was founded in early 2010, the commodity to liquid milk mainly, mother and child flagship store is in March 2012, mainly engaged in infant milk powder, middle-aged and old milk powder and milk tablets.





according to a person close to yili dairy industry, one of the main characteristics of Yili electric business is: From the beginning of the stick to self. It is reported that, in addition to warehousing and logistics use of third-party services, Yili electric business are all businesses by the Yili e-commerce team operated independently. Outside the sky, Yili electric business also in Jingdong Mall, Shop No. 1th and QQ online sales products. "In order to ensure the independent operation of the control, Yili electric business adhere to the principle of direct battalion not to warehousing." ”





Day Cat Mall related responsible person revealed that 2011 Yili products on Taobao platform of the turnover reached 120 million yuan, is expected to be more than 200 million yuan in 2012. Yili Maternal and child flagship store monthly sales have exceeded 1 million yuan, and won the participation this year double a big promotion of qualifications.





let go: Distributors can be independent to do electrical business





In addition to the above mentioned four platforms, Yili's products are also sold in Amazon, when, 1th stores and other electric platform. The goods on these platforms are mainly sold by dealers all over the Erie.





Yili hopes to share the benefit with the channel business under the premise of effective control. Yili believes that dealers are independent of the electricity dealers, on the one hand, to improve sales of distributors, speed up the flow of goods, more importantly, can help yili electric business to cover the wider population.





In the face of the relatively low price of dealers, Yili electric business through improving product quality and after-sales service to ensure competitive advantage. Yili requires that the 2003.html "> production date of the products sold by the mother and child flagship store be within 2 months." "This is the vast majority of offline shops can not do." In addition, the mother and child flagship store can also provide consumers with Yili milk powder Business Department of the formal invoices. And because the flagship store products by the factory direct supply of Yili E-commerce warehouse shipments, but also to ensure the stability of supply.





This series of measures reflects the importance of the e-commerce business of Yili headquarters. Billion power network to understand that the electric business by Yili is defined as a direct retail business, is the group's future development direction, the group hopes that the electrical business will be more to explore new businesses.





Future: The direct adhesion user becomes the communication platform





It is understood that at present, the trial of Yili products and experience of the release has been gradually transferred from the line to the line, Yili electric business and Taobao trial platform has reached a deep cooperation. Compared with the high cost and uncontrollable effect of the trial loading line, e-commerce channel can find the target consumers more accurately, obtain more accurate data, and do the traceability of shipment.





2013 Yili will accelerate the development of e-commerce business. On the one hand, Yili will increase the number of electric business platform, in order to reach more consumer groups. On the other hand, more business will be expanded, such as the O2O model combined with Yili's traditional business and the propulsion of the mobile end.





Future, Yili is a service-oriented platform that can establish good communication and interaction with consumers, and will focus on member marketing.