Online Brand Avoiding B2C'S Roundabout Tactics

When the outside world is still debated whether the B2C and C2C models are superior or inferior, the two sides begin to "shake hands and speak".

At present, many sellers on Taobao on C2C platform are quietly joining Mcglaughlin, Dangdang, Jingdong and other B2C websites.

Unlike other commodities, these goods are not the products of the B2C online mall, but the brand of the store in which they are affiliated through the joint mode.

B2C changes to "shop in store" mode

The reporter saw on Mcglaughlin's website that apart from Mcglaughlin's own brand such as Ou Meng Da, the seller of Taobao's crack up brands, Essar and seven grid has already put some of the main clothing on Mcglaughlin's website.

Not only that, Taobao's popular pop card, but also Jingdong, red children and other websites with exclusive stores.

Children's clothing brand Angel Cat is also based on the "store in store" mode, and also enters Mcglaughlin, Dangdang, excellent online shopping mall.

According to the figures released by Dangdang, thousands of joint venture businesses have been established in Dangdang in 2009, and investment has been intensified since the beginning of this year.

In every B2C online mall, although these products come from Taobao brand, they are implemented in accordance with their respective standards of B2C online store in distribution and after sales service.

In fact,

Similar to the traditional retail channel collecting service fees, brand operators are required to pay for platform fees when they enter the major online shopping centers.

At present, the charging standards of each B2C online shopping mall are different. Taking Dangdang network as an example, its mobile phone numbers, clothing and other commodities are 4%, and there is also platform usage fee.

An industry secret is that after introducing affiliates, B2C online mall can earn more benefits by collecting value-added services such as promotion fees.

Online shopping mall spike, rush to buy, etc.

Springboard before the establishment of the gateway

Research on China's online shopping market by AI consulting has found that the platform value of digging up shopping websites has achieved remarkable results.

The so-called "platform value" in addition to advertising value, the other level is that the value of shopping websites to stimulate the sales of business products is gradually recognized by the third party businesses.

People responsible for breaking the silk said that commodities can enter more platforms such as Mcglaughlin.

Although the future wants to have its own independent B2C online mall, it needs to take advantage of the flow of shopping websites and third party platforms to accumulate customer resources and expand popularity.

Although the brand that has grown up in the Taobao environment has gradually formed a certain brand and style, it still faces problems such as passenger traffic, enterprise management, supply chain optimization and so on.

"The promotion of independent shopping websites is more than several times higher than the cost of living on Taobao and B2C brand websites."

Initially opened an independent B2C online mall, later to Taobao platform, the brand leader said.

Insiders pointed out that the choice of cooperation with Mcglaughlin, Jingdong and other B2C enterprises has become a better choice for Internet brands to expand their brand influence, enhance sales scale and pition to independent B2C online mall.

Experts remind small and medium-sized clothing enterprises must not be hot headed, blindly build a B2C network platform.

Because the overall operation cost of independent B2C is huge, and because the manufacturer's brand is single and products are few, the audience of the website platform is small, the promotion is very difficult, and the website stickiness is small, it is very difficult to always repeat the purchase.

Unless the original circulation enterprises, and good strength, you can build an industry B2C portal, or strong corporate strength, brand awareness, such as: BELLE group.

Otherwise, we should rely on Taobao, pat, excellence and other platforms.

Although competition is also great, after all, it has aggregated most of the flow of online shopping, and various platforms have provided a large number of tools, simplifying operation, reducing investment and improving efficiency. As long as the enterprises are trying to make differentiated features, there are still great opportunities.

The core of network marketing of network sales enterprises is sales conversion rate. We need to upgrade from the overall supply chain, from product quality, product planning, brand planning, website (online shop) platform vividness, commodity operation, promotional activities, network dissemination and promotion, warehousing, logistics and distribution, financial evaluation and other aspects of planning, so as to achieve good results.

Add or subtract?

In December 30, 2010, the opening platform of Jingdong mall was formally launched. "

"Before, Jingdong was a typical autonomous marketing, and everything was sold to you by Jingdong.

Nowadays, after absorbing the brand, some business is equivalent to the mode of Taobao mall, which is both a mall and a platform.

Dangdang began to do shop in a few years ago, but it has not done well yet. Recently, it has begun to focus on it.

Amazon also announced the opening of the platform in the first quarter of this year.

Chen Shou, an analyst at Analysys, said.

It is worth noticing that in recent days, Alibaba and Taobao jointly launched a comprehensive shopping mall on Taobao online to popularize small businesses without their own brands, and collect sellers' annual fees.

At the same time, fan Kai pin also announced the launch of the platform win-win plan in 2011.

It can be seen that the platform "addition" means the cost sharing.

The addition of multiple product lines is intended to raise gross margins.

However, there is a rule in the history of Internet. After a real breakdown of subdivision, 90% will die in three to five years, and the remaining 10% will survive, only 1% of them can be bigger.

If we say that Jingdong mall is able to add as much as possible by virtue of its high price financing and Dangdang's IPO capital, the rest of the 9% enterprises can only do "subtraction".

Predictably, the next one or two years will be the era of platform and vertical dance. The B2C website that swings between them seems no longer available.