Uncover the mystery of B2B2C mode

With the "Yun" of competition in e-commerce market, every day there are E-commerce sites want to create a new operating model to break through the simple business-to-business, business, Consumer-to-consumer mode, out of Alibaba, Taobao, Jingdong, Pat, excellent such e-commerce giant coverage of the market, overnight among the ranks of the network giants. In these new models, because the application probability is big, so the most worth mentioning is the B2B2C electronic commerce pattern.

Essential distinction

When you initiate the B2B2C model, you must elaborate on its true meaning. Because this pattern contains the transaction object to be able to explain freely, thus also very easy to produce the ambiguity, misleading the website decision maker. Caused the use of this model of the site like "Shijiang", but also make countless e-commerce sites disappear Internet embarrassing situation.

Common to b2b2c literal interpretation is: is an e-commerce type of network shopping business model, B is the abbreviation of business, C is the abbreviation of the customer, the first B refers to the supplier of goods or services, the second B refers to E-commerce Enterprises, C is to represent consumers.

Facts and market evidence, this explanation is too broad, is not rigorous and unscientific. Because according to this theory, all electronic shopping websites, whether it is the Consumer-to-consumer, will be divided into B2B2C mode. Take the typical business mode Dangdang as an example, "Dangdang" as a businessman to provide users with a unified price system and services. But when the book is also by the various parts of the country to provide, if according to the above explanation, then these booksellers also became the first "B" role. Dangdang also become "B2B2C" mode?

Of course, the answer is no, the model of the site is based on the bottom is for its profit services, that is, the site provides the WHO is the transaction space, this site is mainly to earn the money. Further to say is: whether the first B or second B, participate in the E-commerce site in the foreground market profit process, whether the site generated a direct income and profits. Not to participate in the site backstage of the supply, sales, storage management process.

Dangdang is to provide Internet users with Books Online sales, earning the difference profit. Is the most obvious "business", as for when and booksellers of the settlement cycle, logistics cost sharing, is the site management of the background cost control elements, for positioning E-commerce site itself operating mode is no impact.

Ii. Accurate positioning

The author of the country thinks, b2b2c its special place is: although only than Business-to-business, Business-to-consumer, consumer-to-consumer more than one link, but there are more than n points of profit and key points. In fact, the B2B2C model contains a variety of positioning:

The first: Overall profitability

E-commerce platform (the first B) mainly for its → Enterprise users (second B) sales of goods or services, because of its service ductility, cover can be at the same time to → individual users (C) sales of goods or services, and because of its advantages to form a larger core competitiveness, and ultimately achieve the overall model of profitability.

The second: the level of profitability

E-commerce platform (first b) for → Enterprise users (second B) to provide fees in the display and sales space, enterprise users (second B) through this space → personal users (C) sales of goods or services.

The Third Kind: ladder profit type

E-commerce platform (the first b) for → Enterprise users (second B) to provide discounts after the product or service, and for enterprise users in the platform to open the right, enterprise users in the way of retail prices in this platform to → individual users (C) sales of goods or services.

In fact, as early as 2004, the domestic Internet appeared b2b2c mode, 7 years passed, so far rely on the B2B2C model of the survival of E-commerce sites are few. And the reason for its failure, is not clear B2B2C mode of real profit point, did not give the site an accurate positioning, in a smattering of the beginning operation and promotion, natural is to make ends meet.

III. Integrated operation

2006, the author of the country, was fortunate enough to have a foreign-funded E-commerce web site company as the operation. The site was originally run by the general manager personally, the positioning of their own is also B2B2C mode, the ideal goal is with Ctrip, Asia, when, excellence, the mainland rescue and other big-name websites and business cooperation, to build online service carrier website. For enterprises to provide online hotel, air tickets booking, restaurant reservations, car washing, ordering, server maintenance, office supplies procurement and other integrated services, but also to individual netizens to provide the above services. Earn member profits at the same time, Reverse charge partners online promotional fees.

But because it is not always possible to determine the direction and focus of profit, can not extract the core competitiveness, the direct result is that the website of a slogan meeting a whole of hundreds of times there is no accurate conclusion. and service providers to negotiate the terms of cooperation, profit sharing, can never meet the site's established profit model needs. In the marketing, the tight market costs can not achieve the precise promotion of two-way target customers. Half a year site has been revised more than five times, has not formed revenue, and even most of the operation team has not recognized this model.

After the author took over, first determined the "overall profitability." Clear with Ctrip, Asia, when, excellence, the mainland rescue and other partners in the background of cooperative relations, to achieve a unified backstage data docking, for the partner perennial free publicity, unified distribution by partners, for the company to save high inventory and logistics costs.

Has opened up the enterprise member, individual member two registers, the trade channel. With 0 inputs, 13 additional channels have been added to the existing 18 channels, while meeting the needs of business and individual services.

At the same time to create the "E-commerce Web site application of the most extensive general points," all consumer members, not only can buy with the major sites, brand prices exactly the same goods and services, and can get "general points." These points are no longer limited to buying and replacing gifts, but can be applied across 31 industries. For example: Buy air tickets, hotel reservations, ordering, beauty, fitness and so on. Greatly stimulated the member's purchasing power and active degree.

In the marketing promotion, formulated a "corporate radiation staff, staff radiation relatives and friends" market strategy. To lower market costs, in exchange for significant results, the monthly flow of more than millions of yuan. Of course this figure, at that time also completely can not and any well-known large e-commerce site compared. But the key is that the market validates the fact that the B2B2C must be subdivided, and "overall profitability" has changed the near demise of a medium-sized E-commerce site, and made a profit.

2009, the internet giant Ma Yun formally proposed "B2B2C" is the electronic compound business model, makes this model again by the industry extremely concerned. In this paper, the author proposed "This model" may not be the "model" proposed by MA. However, no matter which mode, as long as the Chinese e-commerce to inject vitality, can promote China's Internet development, will be a piece of work!