"Open platform war" increasingly white-hot

Newspaper reporter Zhing

In recent years, the term "platform opening" appears more and more frequently in the development strategy of each household appliance merchant. At the beginning of July, Suning easy to buy announced, the formal implementation of a "full platform open, the whole category to build, full network sharing," the three characteristics of the open platform strategy; This week, Ali Group announced the introduction of cloud-based "poly Stone Tower" open platform. And in store 1th, Dangdang, Amazon, Jingdong Mall and other electric platform, it is not difficult to find "open" traces, in addition to the electrical business itself operating a variety of goods, but also introduced a number of production enterprises or agent brand in this open "shop shop", sharing the platform of customer resources.

However, with Suning easy to buy open platform strategy and Ali group "Poly Stone Tower" platform launched, making this "open platform war" increasingly white-hot. The platform contention has changed from the initial introduction of more commodities to a data warfare and service war that directly affects the efficiency of the electric business.

What is "open"?

The open platform of electric dealers often means more kinds of goods and more comprehensive service. For example, consumers log on to the 1th store online supermarket to buy some kind of snack, will find that not only the 1th store itself on the virtual shelves of goods, but also from the production of the virtual "store shop" in the purchase, the price of goods may also be different from the suppliers, and then consumers can choose the most cost-effective kind.

But this is only the first step in the opening of the Electronic Business platform. In the white-hot platform war, the connotation of "openness" has been greatly expanded. For example, Suning easy to purchase the release of the open platform strategy on the full excavation of the "open" connotation, it emphasizes that the open platform covers 7 aspects of resources, including brand, marketing, flow, system, payment, logistics and after-sales service, such as the core content of the retail industry, which is the most comprehensive open strategy in the electric business sector so far.

Li Bin, the executive vice president of Suning Tesco, explained the specific meaning of 7 resources for journalists. He said that the current open platform in the electric business industry generally relies on user flow, technical tools, third-party payments and several other resource modules to provide services to suppliers, and the physical business network based on the purchase of Suning is willing to provide suppliers with more attractive services, Currently disclosed 7 aspects of resources can provide suppliers with full supply chain service support. First of all, the open platform suppliers can share the "Suning" the well-known brand value of a high reputation. Second, suppliers can share the fruits of suning Tesco in the promotion of brand marketing. Third, the suppliers can share suning easy to purchase the vast number of customer resources and huge network traffic. Four, the supplier will share suning strong information system background, including ERP/SAP, CRM, business-to-business and many other system platforms, for the supplier to provide a retail business based on the integration of the whole process of system support. Finally, the supplier can share Suning Yi Bao's own third party payment tool. The supplier can use Suning to cover the National Logistics Service network. Finally, the supplier can also use Suning's Self service network. In short, the so-called open, is "suppliers only need to do a good job in the warehousing and information maintenance, the rest can be easily purchased by Suning."

Some people may ask, why is the electricity merchant willing to open up such valuable business resources? Suning Appliance (002024, share bar) vice Chairman Weimin explained that since 2008, open gradually into the trend of the electric business, whether it is information interaction or technology development, resource sharing and openness have become the Internet industry to follow a concept. Because from the development of the electric business industry, only by taking an open posture, can we make better use of all aspects of resources, in order to enlarge the platform of the electric business, but also to promote the development of the industry. In the case of Suning itself, the open platform is its "go to the electrical" Development Strategy booster, can let suning and more non-electrical suppliers to reach a cooperation, and finally achieve suning and all kinds of suppliers win.

The "complexity" of electronic business is "easy"

In fact, from another point of view, the open platform of the electric business competition, also means that the electricity industry into the "group development" of a new stage. In the case of an open platform, it attracts more brands and merchants, will be able to obtain more commodity resources and customer resources, and the open platform for the supplier, can be described as "back to the tree good shade", with the fastest speed, the lowest cost to achieve "electric shock" operation, complete from the physical store to the virtual Shop business model transformation.

Ali Group put forward the "Poly Stone Tower" open platform, can very vividly reveal the process. In the past online business, different businesses use the system separate, ERP (Enterprise Resource System), CRM (Customer Relationship Management System), SCM (Supply chain management System), WMS (Warehouse management system) are different, the whole enterprise data resources dispersed in the development of software vendors. Although many of the underlying data can be the cat, Taobao and other large platforms docking, but because they belong to different software companies, so that the system and system can not be interoperable, IT industry also called this phenomenon "information island." Such "Islands of information" with the increase in the number of electric quotient groups will be more and more.

"Poly Stone Tower" role is to change the "information Island" situation, using a unified service platform for different electrical services. With the spread of cloud computing, this goal is not difficult to implement. In the case of large electric dealers, its own service system configuration is very high, data processing capacity is very strong, the use of cloud computing, the boundless characteristics, many merchants can choose to enter the platform to enjoy these powerful background resources. In other words, these businesses no longer need to set up a separate hundred people's development team, the construction of the front desk, back-office systems, or the establishment of specialized operation and maintenance team to find the room, the development of electrical equipment and other hardware, but directly enjoy the "poly stone stone" ready-made resources.

Fujian Tea merchants Still guest tea is the first attempt to "poly Stone Tower" enterprises. The brand owner introduced, the use of the platform, the company's server management costs, including the server's hardware, environment and human resources management cost savings of nearly 40%; the transfer efficiency of order data is also greatly improved, from 1 minutes to download 200 orders, up to 1 minutes to download 1000 orders. On the cat hanging hot Machine Sales champion Bellede flagship store in charge of the open platform, the data security and stability: "Through the tower based on the shop management system, so that we get rid of the past years in every big activities of the frightened

Day, and resolved the server regular strike, multi-shop inventory synergy, different office areas of centralized treatment and many other issues. "According to the Cat Business Department data analysis, the use of poly Stone Tower 90% of the total cost of its system has been reduced by more than 100%, and the larger the size of the business, reduce the cost more."

Industry insiders also pointed out that the open platform of the full content of the excavation, can help those online under the simultaneous operation of enterprises to open up the line under the resources. Zongzi food leading enterprises in five Fang Zhai for example, in the June 18 day cat net shopping promotion, five Fang Zhai Shop sold 11 tons of zongzi, so that the brand had to transfer from the offline channel. In the case of data interchange, the five-fang-Zhai can quickly understand which offline channels can be collected and how much to recover. Visible, open platform dispute, in fact, is the electrical business from "complex" to "easy" process, this can not only accelerate the transformation of traditional brands, but also rely on a large number of large-scale electric business platform, so that the operation of E-commerce shows a standardized, standardized development.

Nuggets consumption data

Consumers can also get a lot of benefits from the open platform debate. The most direct, is to enjoy a more massive, high-quality goods supply. Setting the threshold for the settled merchant is the common denominator of all the electric business open platform, at the same time the vast majority of the electric business open platform to implement a unified after-sales service protection, and with "first pay" and other provisions. In other words, in the open platform of "shop shop" shopping, consumers do not worry about fake traps and quality defects, because the open platform in order to rob customers, must be a variety of consumer disputes "fallback."

At the same time, with the rapid development of E-commerce, the "Big Data" explosion and application has gradually changed the past business methods. Click-through rate, browsing volume not only means the enterprise growth index, more likely is the potential huge consumer group, the pattern or the trend, its value conversion perhaps is the heavy oil or the gold. For the electric business industry, business decisions are made more by data analysis than by experience and intuition as in the past.

To the day cat and Taobao "double 11" promotional day traffic to see, in the early morning big promotion opening first minute, has 3.42 million people at the same time influx, one hours later, the consumer has smashed 439 million yuan net buys the consumption, "double 11" the whole Tianquan net total transaction is achieves 5.2 billion yuan, tens of millions of parcels into tens of millions of families. But the data is not equal to the number. Imagine an online store that can figure out how many people have visited your store, but can't tell where they came from and whether they will come again, and in the electric business world, data analysis can show the suppliers that consumers will come again, And why consumers are not coming back because the powerful data statistics and analytics capabilities of the open platform will turn these into reality.

Using the open platform, a huge number of user needs in the form of data capture by businesses, quickly reflected in the production, supply chain, inventory, logistics and other links, the user online shopping experience will be better. For example, when the user needs to understand the order status, through the open platform of the unified system, you can fully know the order process: in the factory orders, packaging, or from a warehouse to transfer goods or through a certain transit. If the user needs to modify the receiving address, split orders, and single or return, businesses can also use the open platform, the order status at a glance, rather than one by one call each system, consumer information will be more complete grasp. (Art design: Wu Yansu)