Taobao Distribution Platform Perfect Taobao Ecosystem

The Internet, the "fishing gold" ocean, is attracting lots and lots of magnetism with its huge magnetism.

"Escort" of distribution platform

Taobao network platform can break the geographical restrictions, do not need to consider the risk of regional and investment, and so on.

The Internet, which is "fishing for gold", is attracting lots of gold diggers with its huge magnetism.

Enterprises, brands, suppliers, sellers, buyers and so on are expanding this huge market with unlimited potential.

But there will still be some traditional clothing manufacturers, like "dry duck", standing on the opposite side of the "sea", which is full of yearning for this huge business opportunity market, but also scruples. If you don't know you jump into the water, the result is like fish swimming in the big sea water, or following the waves, and eventually swallowed up by the big waves.

Although it has a loud brand, its own production workshop and smooth offline channels, but the huge difference between offline and online operation makes it difficult to understand network channel management and lack of network marketing ideas, which has become a huge barrier to these traditional clothing enterprises' "going to sea".

The Internet sales platform chiefs began to act as the leaders of these traditional enterprises, and Taobao was one of them. By the end of July 2009, Taobao's distribution platform was launched in a low profile, and the major brand enterprises were "going to sea by boat".

On the one hand, for the traditional production enterprises, Taobao distribution platform not only gives full support to technology, but the most important thing is to let them pass the difficult problem of network marketing and network channel to distributors.

It breaks the embarrassing situation that clothing brands must enter the e-commerce market by holding the brand and holding the network operators.

In addition, as a supplier, considering the cost and management level, it is necessary to develop the same size of distributors, which requires countless capital and time costs. However, the Taobao network platform can break the geographical restrictions, do not need to consider the risks of regional and investment, and store costs, inventory costs and other costs, which is conducive to better control and management of the goods.

At the same time,

On the other hand, from the point of view of distributors, after years of struggling in the e-commerce market, they have accumulated a lot of network survival rules, no matter from sales experience or a large number of loyal customers, it is no longer a problem for them, but they often encounter bottlenecks in the supply organization.

Only a few oversized sellers will get involved in production and find OEM manufacturers to do so, but for most sellers, the supply of goods is still their bottleneck.

Traditional brand "go to sea by boat"

For Taobao distribution platform, the current form is still in the exploratory stage.

Success is closely related to the running in between suppliers and distributors.

Up to now, the number of suppliers on Taobao distribution platform has reached 56 thousand, and the number of distributors has reached 860 thousand.

At the same time, the total sales achieved through the distribution platform also reached an average of 25 million yuan per day, with the highest peak even exceeding 50 million yuan.

At the same time, branding is also accelerating to enter Taobao's distribution platform.

8600 brands have already entered Taobao distribution platform, and the speed of brand entry is accelerating.

According to the director of Taobao distribution platform, the rapid development of branding has played a very important role in addition to its importance to the distribution mode. The efficient management mode of Taobao distribution platform has also played a very important role.

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Lining, Anta, Adidas, XTEP, Tonlion, BELLE and other well-known clothing brands have already tasted sweetness in the Taobao distribution platform, and the volume of distribution business has been greatly increased.

Ding Shuibo, President of XTEP (China) group, said that the company has taken e-commerce as the strategic focus of the group in the next three years, and highly anticipated its cooperation with Taobao.

XTEP said it will invest a lot of resources and energy in the field of e-commerce, including market input and product lines exclusively for distribution channels.

In 2011, XTEP will achieve 200 million sales volume on Taobao distribution platform, achieving 10% of XTEP's total sales in two years.

Zhao Xuejun, manager of e-commerce Department of Bosideng group, also said that the sales volume in January this year increased by 596 times compared with the sales in February last year, and is very optimistic about Taobao's distribution mode.

For Taobao distribution platform, the current form is still in the exploratory stage.

Success is closely related to the running in between suppliers and distributors.

For suppliers, their channel policy must be clear, how much discount they give to distributors, the policy of incentives, the rules of punishment should be clear, the price control must be strict, and the price can not be set at the end.

In April 2010, following the "scouring sale" platform, the "wholesale wholesale" platform appeared as a new distribution form. After docking with the Alibaba's Chinese station, the information on Alibaba's goods was directly drained to the wholesale platform. Taobao sellers did not need to register the Alibaba account again. Their Taobao account could directly purchase the small wholesale goods released by the Alibaba suppliers, and could directly stop wholesale management in Taobao's backstage.

Whether it is Amoy sale or wholesale, it is a new exploration of Taobao and Alibaba in the field of network distribution.

Finally, whether it can become a carrier that carries a brand enterprise is going deeper and farther in the ocean of e-commerce market, and it needs time to test.