The prototype of managed distribution and logistics integration strategy

When I mentioned the topic of distribution, I got a very irritable mood, because my own development of distributors, and then management of the painful memories still lingering. Even so, but I still adhere to a belief: third-class sales of their own sell, and other sales themselves sell and do not help you sell; Speaking of first-class sales, we have to say that e-commerce in the trusteeship of distribution.

The development of E-commerce has entered the 11th year, with the Beijing-east, when the independence of the increasingly powerful, Taobao has been the threat of unprecedented, this threat makes Taobao made two important decisions in 2010: first, and the star of the company launched a joint venture Taobao Big Logistics plan--logistics treasure The second is officially launched in November Taobao Mall independent domain name, Taobao Mall Independent. And on November 11, the singles festival is said to invest more than 100 million of the publicity and promotion of huge sums of money, combined with thousands of traditional and Amoy brand merchants, jointly launched the singles festival "50 percent promotional" activities. As for the impact of this activity, let's look at two sets of data:

1, bedding This is a single day of the Dark Horse, sales more than 70 million, Singles Day or men's world, menswear sales of more than 170 million; women give way to men, women ranked second more than 150 million;
2, daily sales of 936 million, more than 20,000 yuan per second transaction, 2 shops exceeding 20 million, 11 shops exceeding tens of thousands, 20 shops over 5 million, a total of 181 shops million, Taobao grew up on the "Amoy brand" total deal over billion, of which 28 million. 936 million is 7.8 times times the highest sales of Chinese grocery stores daily. (For details, see "Taobao Mall Singles Day" "Profit" Sales "and Zhuang Shuai Sina Weibo: Http://t.sina.com.cn/zhuangshuai)

Here, we see an interesting noun-Amoy brand, which is the birth of Taobao commodity brand abbreviation. Also because of Taobao, so Amoy brand to Taobao platform dependence is very high, and this singles festival promotions, although the big winners, but also in the logistics distribution of the most problems in a group of businesses.

In fact, in addition to Amoy brand, Taobao is very famous is "Amoy partner", then what is Amoy partner? This and traditional business into E-commerce has a relatively large relationship, for traditional enterprises to enter E-commerce does not need to elaborate, many enterprises have a profound experience. But many companies do not understand why many brands in Taobao but can do the zenith? In fact, this is the Amoy partner in the back of the managed distribution.

What is managed distribution? Into E-commerce, the first is the need for commodity information, followed by the choice of platform open shop or build the mall, and finally day-to-day operations (such as activities, page adjustment, SEO optimization, etc.) and promotion. If a company tells you these things they can do for you, only the sales are divided into no other money! What are you doing? This is managed distribution, some early in the Taobao platform to open shop sellers see this opportunity, then through the way of sales commission to persuade the traditional brand to sell on the internet as a huge market.

Like Wuzhou online, Gusing and so on are the first batch of sellers engaged in the sale of custody, and finally Taobao in order to manage this batch of "special" sellers, to "Amoy partner" in the name of the incorporation, and some direct shares or acquisitions. In the future, "Amoy partners" in addition to shop operations continue to expand to shop decoration, shop software, etc. to provide value-added services to the sellers to choose the certification for the "Amoy partner", given the promotion and other resources support, to help its development and growth.

With the Amoy Partner service of the traditional brand more and more, Taobao's biggest competitor-Tencent's Pat NET also began to attract these Amoy partners, to give a variety of promotional resources to support. In the field of E-commerce, the most expensive is the flow. Whether Taobao or Tencent, have ultra-high traffic, these flows as ordinary sellers need to spend real money to buy. Amoy Partners Because of a large number of high-quality brand sourcing, easy access to these flows for more development.

Perhaps you will be surprised, Tencent, Taobao directly to the traditional merchants into these platforms to give traffic support is not it? This way both have been trying to attract investment, but they are very clear, the traditional business into E-commerce is not professional, the second is a lot of water is not familiar with, a short period of time the promotion of sales performance is naturally limited. Plus a home investment, nature did not take care of one or two Amoy partners brought more than 10 or even dozens of of the high efficiency of the brand.

In addition to being patted to win, other independent business mall also began to attract Amoy partners, in fact, from this trend of development, Amoy partner has not only been limited to Taobao, and slowly become a traditional enterprise network real "total generation"!

Of course, the advantages have disadvantages, through the "network of the total generation" fast into the entire e-commerce and quickly into its established distribution system for traditional businesses, it can be said to be more convenient, but the traditional businesses need to bear the same and offline in the retail platform of the same period and the corresponding deduction points.

From my personal development and management Network distributor experience, if you can work with Amoy partners, you are still very good value. Pure from the commodity information this piece is very worth, I can calculate a sum of account:

Suppose you have 1000 SKUs, according to my practical experience, a professional photographer from 9:30 to 7:00, the limit is to be able to take 200 SKU, each SKU take three to five photos, and this product belongs to small pieces of non-metallic, ceramic and other difficult to shoot, and only to shoot a solid color background not scene pictures. Coupled with the late designer image processing, copy writing description and merchandise on the shelves, the workload is very large and appear unprofessional, it is difficult to cause buyers desire to buy.

If these can let Amoy partners to complete, because they have done these things have 3-5 years of history, with a complete set of processes and excellent talent, coupled with the batch processing system, the early commodity information efficiency and cost is greatly reduced. Coupled with the late promotion of the various platforms resources support, basically a cooperation on the sale of goods after the production.

Why do you really want to emphasize the front-end work here? This becomes inextricably linked to logistics integration. Taobao Mall is now the hangover is inefficient distribution, and a large number of businesses are recommended by the Taobao platform for Third-party logistics companies to cooperate, these express companies in this activity did not do a good response, resulting in a burst of activity after the warehouse.

Taobao at the beginning of this year is greatly aware of the logistics problem will become the bottleneck of its development, not only Taobao, including Beijing and east at the end of last year's financing of more than 100 million U.S. dollars also in this year all into the construction of logistics warehousing.

Then Taobao Mall Independent, Amoy partner and logistics treasure Three links, we can clearly see the trusteeship of distribution and logistics integration strategy embryonic formation.

First of all, Taobao Mall independent and get the ultra-high sales will attract more and more traditional enterprises stationed in the front also analyzed, the traditional enterprises to do e-commerce, or set up their own team to do, or to the professional company-Amoy partners to do. Obviously the latter in the early days more easy and more effective. This is the traditional enterprise in the front-end solution to E-commerce-sales platform: Taobao Mall; Sales Way: Amoy Partner's trusteeship distribution.

This is very similar to the traditional channels, with a sales platform and sales methods, the traditional enterprise will naturally shone. On this basis, and then persuade enterprises to enter the goods into Taobao ambitious large logistics system-logistics treasure, it appears more emboldened.

Taobao started a big logistics strategy-logistics treasure, I have written "Taobao Big logistics plan to face the three mountains." These three mountains simple point is: 1, Logistics Base management; 2, merchant commodity warehousing way; 3, service consumer-to-consumer or business positioning.

For those who do not provide front-end services Taobao platform, the business with what trust you can manage my goods? is not persuasive professionally. I did not want to understand how Taobao to solve the three mountain to face the problem. But now it seems, Taobao Independent Mall + Amoy partners before and after the end of professional services + Taobao's large logistics logistics can be gradually built to contend with such as Jingdong, when these independent client-built warehousing logistics system. Such a managed distribution and logistics integration strategy can also allow traditional businesses more trust Taobao platform in the Logistics Base management level and commodity warehousing professional so that the back end of the part also to Amoy Partners and Taobao Big logistics. This way, traditional enterprises successfully completed the network distribution and promotion of sales, Taobao also successfully completed the entire E-commerce front-end, midrange and back-end of the effective control, real and Jingdong, when the independent mall into a comprehensive competition situation, the ultimate beneficiary will be the traditional brand merchants and consumers.