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Domestic Business Platform Receives "Entry Fee" More Ruthlessly Than Traditional Retail?

2014/8/7 23:45:00 18

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Domestic E-Commerce Platform Entry Fee Traditional Retail

reporter learned that in 2006, the five ministries and commissions of the state jointly promulgated the "management measures for fair trading of retailers and suppliers", mainly aiming at the issue of entry fees. In December 2011, the five ministries and commissions of the state jointly cleaned up and cleaned up the large retail enterprises to charge the suppliers violating regulations, and formed a set of work plans. But as time goes on, the admission fee problem is fading out again. 
 May 2014, the approach fee issue has been reintroduced. The draft regulations on the fair trading management of retailers and suppliers have been published and discussed in a small scale recently. At present, because of the charging of electricity providers, the entry fee issue is once again concerned by the retail industry, and all parties are anxiously waiting for the final landing of the Ordinance. 
 > a href= "http://sjfzxm.com//business/" > network store < /a > /strong > /p >
 electricity supplier charges are not ambiguous .
 margin, platform usage fee, real-time deduction technical service fee... .
 the quarterly monitoring report of China's online retail B2C market in the second quarter of 2014 shows that in the second quarter of 2014, the scale of China's online retail B2C market was 320 billion 470 million yuan, the growth rate was 23.7%, and the proportion of B2C in the online retail market reached 49.2%. Does the booming e-commerce mean that more and more businesses are fleeing from the entity store instead of the electronic business platform? Is the cost of the e-business platform smaller? Chen Li, who has been engaged in Tmall store operation, does not think so. 
 > "I a href=" http://sjfzxm.com//business/ "> Tmall shop, which has no contact with /a, has no investment of three or four thousand. Chen Li said. Not counting the late working capital, only the initial investment will reach more than ten thousand or even more. The upfront cost is the margin, service fee, shop decoration and purchase marketing tools to Tmall platform, and the marketing of stores is a long-term investment. At the same time, for operators, there are also goods, staff salaries, venue costs and so on. 
, she told reporters that the first place in Tmall is to pay the margin, which is usually 50 thousand -15 million. Different stores have different deposits. For example, the brand TM of the flagship store and the exclusive store is 100 thousand yuan, and the R trademark is 50 thousand yuan. The next is the annual fee of technical service fee, which is divided into 30 thousand yuan and 60 thousand yuan two stall. The smaller the category, the less charge. Like the large category of clothing, the charge is 60 thousand. When the store completes a certain annual sales volume, Tmall will return the annual fee. If it fails to complete, the refund will be made according to the completion ratio. For example, women wear at least 1 million 200 thousand sales per year. In addition, the initial investment depends on the specific category and the unit price of the product. If it is cooperating with manufacturers, the cost of inventory will be relatively low. If you purchase, especially the clothing category, the pressure will be much higher and the investment will be larger. After sale, there is also a real time service fee. "Our product sells for 100 yuan, and Tmall has to pay 5 yuan." 
 "after the store is done, the promotion cost of the store is a continuous investment". Chen Li said, for example, the Tmall data cube now being used by their stores is 3600 yuan a year. We can see which products are selling well in the whole industry, and the overall sales ranking. Other continuous investments include official activities, free trial, diamond booth, gold rush and other activities. In the good, easy to be noticed position, the charge will not be cheap. When the baby is released, there is also a rebate ratio, and Tmall's request is the lowest 0.5%. Some shop activities will increase the return of double return and so on. 7788, the cost of a year is at least ten thousand yuan. 
 when it comes to the promotion of a href= "http://sjfzxm.com//business/" > burn money < /a >, Chen Li feels that it is no longer a direct train. The through-train is a search bidding mode, which can be placed on the search front page and charged according to click. "Traffic may not be converted into sales, but we can't see the benefits." Chen Li said. In contrast, the promotion of Taobao customers is a lot of insurance. Taobao customers are promoting products through websites such as rebate net and Sogou. "The shop has signboards and shop displays, and Tmall stores need to keep promoting, otherwise they will be flooded with many shops." Chen Li sighed. 
 "Tmall shops are usually run by companies or teams." Chen Li said that the operation of a team, art, customer service, etc., each person will not spend less than the entity shop. There are also generations of operational teams to achieve a certain amount of turnover to pay for rebates. Generally speaking, it is a lot of self run companies. The operation of the operation companies is very different. 
 reporter's search data noted that, like Tmall, Jingdong mall and shop No. 1 also have different entry thresholds and charging standards. The entry threshold of Jingdong mall is 6 months for trademark registration applications, while different categories should meet different standards of registered capital. Jingdong stores have 4 modes of supply and sale. Each mode needs to pay 10 thousand to 50 thousand margin, 6000 yuan per year for platform usage and 1%-10% rates. 
The cost structure of 1 is the first brand of 300 yuan, increasing the quality inspection fee of a brand increase by 50 yuan, the margin ranging from 10 thousand to 50 thousand, the platform fee of 7800 yuan per year, and the technical service charge of 1%-6%. 
 traditional stores /p >
 supermarket charges did not reduce the burden 
 bar code fee, new product fee and display fee. .
Mr. P has been in the supermarket supplier for many years and is familiar with the cost of many supermarkets in Nanjing. "Supermarket entrance fees can not be generalized." He said that manufacturers generally do not end up maintenance, resulting in various agents, that is, dealings with supermarket suppliers. Supermarkets will charge a wide variety of fees, including barcode fees, new product fees and display fees, to the suppliers, which is often referred to as entry fees. Prices vary from tens of thousands to hundreds of thousands of dollars according to categories. Some supermarkets will have an overall quotation on the outside, and all kinds of fees should be specified in the contract, and the Commission will be collected according to the sales volume at the end of the year. Some supermarkets will also share suppliers according to their profitability and profit indicators. The relationship between suppliers and supermarkets also affects entry fees, and suppliers with good relationship may have less. 
 "between supermarkets and suppliers, sometimes they are bullies and sometimes bullies." Mr. Lee said that the sale of good stores in supermarkets would require many suppliers. Therefore, if a supermarket wants to exit a brand, it is also very simple to impose a fine or adjust the lot of goods for various reasons, and sales will not be sufficient to support all kinds of expenses, and the product will be forced to leave. Conversely, if the supplier brand is strong, it can refuse the supermarket's request by not taking part in promotional activities. "Of course, ultimately, the cost charged by supermarkets will increase the price of goods by raising the price of goods to ensure their profits. The price of our products will float 10%-15%. " 
 reporter tried to contact several shopping malls supermarket executives, asked about the situation of goods stationed, the answer is all belong to the Ministry of investment management, the other is not very clear. 
 the cost of entering the shopping mall has been simplified .
 rent, rebate and other expenses 
 compared with the supermarket entrance fees, the charge for shopping malls is much simpler. A staff member of the Department of investment in a department store in Xinjiekou told reporters that the store is managing the store brand by way of joint operation. There is no entry fee for the brand entry. The shopping center uses the button type to settle with the manufacturer, and it also depends on the commodity category. 
 the reporter asked the stationing threshold and related costs to a large shopping mall in Nanjing as the agent of the clothing brand. The reply was "different charges for different commodity categories, and the details should be followed by the commodity information." 
 Wang Hua (a pseudonym) is a clothing brand provincial agent, he told reporters that the general shopping mall has little entry fee, the shopping center will consider its own cooperation conditions according to the brand grade. The cost is rent, deduction, property charges, utilities and so on. Generally speaking, if the brand is not on the first floor of the shopping mall, there will be no rent, only rebate. If the mall has more confidence in the brand, the policy will be more favorable, and the fee will be charged according to the normal deduction point. If the sales volume is not sure, the sales will be guaranteed, and the deduction will be charged according to the sales volume. The exception is some luxury brands, shopping malls may not rent, or symbolic return, subsidies for decoration fees, etc., it is very difficult for ordinary brands to have this treatment. 
 Wang Hua revealed that the discount point of retail products is about 25%, the male clothing is about 27%, the women's clothing is about 30%, and the sports brand is slightly lower. At the nodes, shopping malls usually have promotional activities, and the shopping malls will find different suppliers to talk about the discount. Like supermarkets, some brands are strong enough to refuse to take part in shopping activities. If we can not effectively package the sales expenses of these stores to the selling price, the supplier will usually choose some products with broken codes, old stocks and old products to participate in the activities so as to reduce the selling cost.