Suning "Millet": What kind of medicine is sold in the gourd?

Author: Lao Hu (Public account: old nonsense technology or laohushuokeji)

Following 618 of the fierce battle in Beijing east, borrowing power World Cup marketing Open, recently, a slightly unfamiliar vocabulary-crowdsourcing, become a key word su ning.

According to Suning to the major media issued invitations to show that next week Suning will officially release its crowdsourcing products, high-profile cries to be in the market to cultivate the next "millet." Su Ning with what to do crowdsourcing, really exerting force, its in the public package this new road can walk how far?

1, what to fight: O2O The entire channel has the universe

Crowdsourcing concept for a long time, according to Baidu Encyclopedia annotation that is: a company or organization in the past by the staff to carry out the tasks, such as research, design, the free and voluntary form of outsourcing to the public network model.

Said so many small white users understand the case, crowdsourcing is the use of the wisdom of the masses, flame. Baidu Encyclopedia itself is a crowdsourcing mode, with the help of many netizens knowledge wisdom, the achievement of a huge system.

Another example of foreign Wikipedia and the domestic easy to use vehicles, the beginning of the Chinese network are crowdsourcing mode, they do not own content, vehicles and other resources, with the help of crowdsourcing, access to a large amount of UGC content and profits.

And Su Ning's taste of the public package model is to adopt a similar pattern. Recently, Suning crowdsourcing Platform Conference registration page has been launched, in accordance with the current Su Ning external disclosure of some scrap material, old Hu retrace, in this mosaic of its crowdsourcing products of the general outline.

To implement the crowdsourcing mode, we must first have its own platform carrier to carry, Suning line all over the country's thousands of offline stores this O2O full channel to become consumers directly experience the core of their products, and its original supply chain system, large data forecasting, logistics, financial small loans, after-sales service has become the public package mode of open resources, Suning is also the cornerstone of the crowdsourcing.

Concrete operation, as shown above, Suning has the financial resources to have the carrier, with its control of many resources, for many small players from the "creative-product-goods-supplies" all stages of service solutions required, such as creative ideas, innovative design, integration requirements, industrial design, product development, large data services, financial incubation, manufacturing , brand licensing, marketing, sales channels, logistics services, after-sales service and so on, which Suning plays a creative converter, product incubator, brand amplifier, market accelerator role, and ultimately share with the partners to win.

Just yesterday, Jingdong also launched a public platform, its essence also contains crowdsourcing factors, but is the capital level of the crowdsourcing, and Suning contains "creative-product-commodity-supplies" at all stages, the scope is wider than the jingdong.

Crowdsourcing is also obvious to the core needs of the enterprise, including at least three points: 1. Reduce production costs-employing but not dependant; 2. Enhance the core competitiveness-innovation center; 3. Lead the market-consumer design.

In particular, innovation, based on crowdsourcing mode, the Internet technology to create a large data system can quickly grasp the user's most primitive needs, become the greenhouse of creative germination. For example, the real big data accumulation in the future can predict people's disease situation in advance, and thus generate business opportunities.

In reality, this year suning has been in the public package mode of action. such as Suning for the mobile phone industry proposed "mobile phone family plan" for the color TV industry launched a "S-TV plan" for the air-conditioning industry launched the "S air-conditioning program." These are through the behavior of consumer members and industry research, analysis, to spy out the mainstream function selling point, price segment distribution, and so targeted adjustment strategy.

Suning above measures to meet the needs of the group at the same time with the intersection of personalized demand, reducing the cost of personalized and inventory pressure, improve production and marketing ratio, it is estimated that Su Ning's final crowdsourcing products have accumulated experience.

2, to create millet, a panacea or an aphrodisiac?

Su Ning said, the crowdsourcing is the company heavyweight product, will become next "millet", finally cracked the Chinese innovation product four pass and one big obstacle. How likely is it to succeed?

A retail faucet to force a seemingly illusory crowdsourcing products, which makes the industry a bit confusing: "This thing is reliable?" Can you make money? Can it be a panacea for Su Ning to get rid of the predicament? "Especially seemingly and Su Ning to the Internet transformation of the main road has deviated."

More people muttered that Su Ning's so-called crowdsourcing products are just an aphrodisiac, the concept of trendy, although temporarily can produce effects, but can not fundamentally solve the problem.

Su Ning's crowdsourcing products are the cure of the world to save their own panacea or a temporary passion of the aphrodisiac? Now all the conclusions are speculative. In this old Hu dare not jump to comment, after all, other people's products until the official market next week, everything to according to the product to speak.

But in the case of success: MAP, weather forecast, design, picture company, network literature, input method, translation, car rental and so on proved to be feasible crowdsourcing category.

And the United States of America's Amazon through the road and the development of the big environment can give us a certain reference and inspiration.

As we all know, data mining is a big killer of Amazon, the advantage Amazon has taken a step in crowdsourcing mode, its improved traditional TV production process, in an unprecedented way to collect audience feedback, reduce the risk of production of TV dramas. In addition, Amazon's crowdsourcing mission platform Mechanical Turk development is maturing, on this platform, individual user can choose a business organization best fit map, or fill out a simple questionnaire. The client then makes a payment to his Amazon account.

In addition, from the perspective of E-commerce, crowdsourcing mode tomorrow has a larger imagination space.

E-commerce is essentially network retailing, it mainly includes three kinds of modes: distribution, such as Taobao; aggregation, such as Jingdong, the need for a strong supply chain and logistics system, support and nurture suppliers; The third is the crowdsourcing mode, the need for strong data processing capabilities, which is the future direction of the development of the electric business.

Because of E-commerce crowdsourcing mode is the user demand-driven. The core of the distribution and aggregation is brand-driven, with the brand to brainwash the user. In the Internet age, any business that wants to control the mind of the user is foolish. The user wants the real demand, not the advertisement, and the user is more and more distrust to the merchant, but to the related user more trusts.

Especially in the mobile internet age, the user time is fragmented, the shopping decision is fast, and the mobile electric business is suitable for crowdsourcing mode. New Wengwen, chief editor of the entrepreneur, has pointed out that in the age of mobile Internet, the standard of defining success has shifted from B (Enterprise) to C (consumer), i.e. C2B, consumers define products, define brands, and define success. The electrical business and many mobile app developers to deal with, through the data analysis in advance to know which needs to grow fast, which section of the crowd, so that timely adjustment.

and herd package mode of user participation, the fan economy is very good interpretation of the power of the package, such as millet mobile phone is to allow users to participate in production, and ultimately fully to tap the user's cognitive surplus, detonated the market. This is probably Su Ning shouted to create a millet slogan foothold.

Now, Suning's crowdsourcing products are entering the countdown to the line, let us wait and see to uncover its mysterious veil.

Perhaps some people are puzzled, in the domestic intellectual property protection is not too effective environment, the crowdsourcing creativity, the service and so on inevitably degenerate into for others to marry clothes, applauded not to draw. However, if there are improved programmes, such as the establishment of a closed system, including the participating manufacturing enterprises and individuals, what regulations and mechanisms are required to promote the increasingly sophisticated crowdsourcing model. The whole situation will be reversed, which is what suning needs to consider.

No matter how, crowdsourcing mode has a successful precedent in the country, suning this lead eldest brother can do is to find a breakthrough, day arch a stroke, eventually gathered into the flow of trickle, bang into the potential.

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The author of this article is Lao Hu, reproduced please be sure to indicate the author and from the Media (public number: old nonsense technology or laohushuokeji). Can scan the following two dimensional code attention, your attention good sharing is my biggest motivation.