Small And Medium-Sized Alibaba Sellers Are Out Of Favor?

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Xiaobian network to introduce to you is Alibaba international platform change: small and medium-sized sellers disfavor?

For ordinary sellers, "disgrace" is a common embarrassment situation on the domestic e-commerce platform.

Once cultivated, it has become a traditional brand of operation and nutrition supply of Internet brand.

The story of Tmall and Taobao seems to be just around the corner.

No one wants to turn years of effort into fertilizer.

This test is the key issue of how to choose and measure the allocation and strategy formulation of an international e-commerce platform.

Will speed sell flat the bowl of water?

Sellers are on the alert! Is Tmall coming in?

A big seller selling beauty makeup to the billion state power network reflects the beauty of many traditional cosmetics in early 2014.

When you enter the express shop, you feel the pressure coming.

"The most outstanding performance is that the platform not only gives the home page promotion position to these brands, but also provides excellent exposure opportunities in various promotions."

Obviously, the tilt of resources has already caused sellers' dissatisfaction, and the decline of product exposure has resulted in both traffic and sales declining.

This is just a warning signal to sellers.

The seller pointed out that, especially in this year's several Internet wide promotions, fast selling is to differentiate between brand dealers and ordinary sellers.

For example, the big spike spike activity in spring requires brand dealers to only take 20% to 50% discount, while ordinary sellers give blood more than 90%, thereby lowering the gross profit margin of merchants who sell their businesses on a low price strategy.

Similarly, in the product recommendation, brand players also enjoy a better display position, while ordinary sellers who fight with the same field basically pay the same money to win the same resource position.

Business feedback, in this flow dominated competition, whether it is the main venue or venue, brand products overwhelmingly dominate the front page, while ordinary sellers are rarely found.

Alibaba international platform changes: small and medium-sized sellers fall out of favor?

Speed sell in the home page for brand name brand resource location.

The important promotion position of fashion dress area has been given to brands such as vegetarian, European, Korean and so on.

In fact, there has been signs of wrestling between the brand and the small and medium-sized sellers.

A jewellery brand official said: "fast selling is not meant to be done, but it must be arranged as soon as possible, because this is a pit that can not be lost, and I don't know what kind of changes will happen in the future."

It is reported that in early May this year, Alibaba group in the IPO Prospectus has pointed out that its cross-border e-commerce retail export business - the global express pass has been greatly increased since its establishment in 2010.

In the 9 months ended December 31, 2012, the sales volume of fast selling business was 264 million yuan, compared with 653 million yuan in the same period in 2013, an increase of 147.3%.

In 2013, the total paction volume generated by Alipay was $2 billion.

The development scale and high speed growth of fast selling have brought some illusions to domestic merchants who hold high inventory and sell poorly.

In response, insiders pointed out that the rapid selling of domestic brands is a process of quantitative change to qualitative change.

Brand recruitment can further enrich the website products, satisfy buyers who care about the quality of products, let buyers have higher purchase confidence in fast selling, and can also pick up the label of "low price and imitation goods" by brand word-of-mouth, and improve the grade of the platform.

In addition, there are also veteran practitioners said that the speed of sale is likely to re launch the Tmall hatching Tmall drama.

More and more brands are coming to speed up sales to divert passengers and seize resources. The tendency of platform traffic distribution mechanism will gradually be exposed, and the original ecological environment will go to polarization.

"In this process, who will make profits and who will become cannon fodder is not known."

Business puzzled: Tmall's game in foreign trade can not work?

Due to the boom in cross-border business, quick sale of this hot spot has great attraction for domestic brands.

But in the actual operation process, for brands, such as speed pass through the third party cross-border e-commerce platform is a shortcut to go abroad, but faced with problems such as lack of experience and acclimatization.

Most of the brands who have never set foot in foreign trade business need time to adapt to the environment.

According to the billion power network, sales volume of most new brands is not ideal despite the fact that brands are selling the ordinary sellers.

The brand of a cosmetics brand pointed out that it had been shown on the homepage of speed sell, but as a result, there was only a few sales of single products, and a domestic product sold by a women's clothing brand was sold on a fast selling line. It produced a total of eighty orders in three or four months.

Not only the beauty industry, women's clothing, men's wear, women's shoes, home textiles, accessories and other categories are facing the same embarrassment.

For example, Tmall, women's clothing brand such as aka, Osa, Korea and so on, the sales volume is not optimistic, since most of the products have only a few to dozens of orders.

At the same time, the brand dealers recommended by the homepage brand haven't significantly improved in product sales.

Tmall brand women's wear is selling quickly at sales.

Speed sell brand Museum product sales dismal

This spring, a women's clothing brand named Taobao told the billion power network. One of the advantages of being a fast salesman is that the platform will support more resources, and even have a brand hall specially designed for brands to display.

"But the actual sales did not improve significantly.

Our products and brands are not dominant overseas, and overseas markets need to be raised slowly. It is hard to see the direct effect of platform support. "

For brands, the biggest difficulty from domestic trade to foreign trade is that they are not a game at all. Even if they have a smooth flow in Tmall, they can hardly move their experience to foreign trade.

Moreover, it takes time to impress consumers with products and services, and the difficulty of overseas marketing is higher than that of the domestic market.

"Even if we get better resources, in the eyes of overseas consumers, Chinese brands can hardly be highly recognizable, and it is also hard to get online."

Another well-known footwear brand has revealed to Yb power network that since the beginning of this year, the speed of fast selling has significantly increased the speed of recruiting brands, and has allocated more resources to new brands.

At the beginning of the year, the brand was sold on the homepage of the fast selling brand, and all kinds of promotional activities at ordinary times were also matched by the platform operation manager, which ensured the success rate of registration.

"But the problem still exists.

First, the deregulation of branded goods will lead to the proliferation of counterfeit goods, which is very harmful to us.

Two, the average customer price of fast selling platform shoes and clothing category is basically lower than that of our products.

Coupled with cross-border logistics, cross-cultural marketing and other factors, to a large extent restricted our development.

The manager of the brand overseas business was rather helpless when he talked about sales volume.

In addition, a 3C product brand believes that the positioning of fast selling platform is not consistent with brand positioning, brand is a slightly high-end route, and most of the sellers are low price routes.

"Without the support of the platform, it would be very difficult to open the market.

Moreover, branded products have no advantage in fast selling, and the proportion of input and output is disproportionate, and orders are few.

According to a survey by the billion power network, a survey by Data Insight, a research firm, shows that the average price in Singapore is $25, which is only half the unit price of eBay customers.

This data confirms the brand's evaluation of the fast selling platform's low price and users' "cock wire".

Ali international dream: business logic or advertising mode?

Alibaba, which is about to complete the IPO dream, will not only dominate the domestic electricity supplier market, but also have greater ambitions.

Ma Yun has repeatedly indicated in the roadshow that after listing and financing, he will focus on the development of the international market.

As a cross-border e-commerce platform, fast selling is the key contact and leader of the Alibaba.

However, the biggest challenge facing internationalized Alibaba will come from the confrontation between intellectual property protection and fake goods.

In the view of the business community, whether it is Taobao, which dominates the domestic trade or wants to sell quickly with eBay and Amazon in the international arena, it seems that it can not shake off the sense of "original sin" of low quality, counterfeiting and Shanzhai.

Liu Qiangdong, President of Jingdong group, once derided.

If Jingdong can't better control the quality of commodities, "what's the difference between Taobao and Taobao?" as early as 2010, it has already been listed in the US Dangdang network. Li Guoqing, however, suggests that the sale of a chronic illness has become a sword of Damour, who is hanging on the head of China's electricity business, and may be dealt a fatal blow at any time.

"If I were 28 years old, I would do it!"

For fast sellers, it is crucial for us to draw a clear line with low-quality goods and counterfeit goods as early as possible for Alibaba's performance in the capital market and the reputation of the international market.

"Fast selling is a window for Alibaba to display its image in the field of international electricity and even the Internet. Maybe overseas consumers do not know Tmall or Taobao, but it is possible to understand fast selling."

In fact, in the past 5 years, the process from Taobao to Tmall has proved that in the bazaar market mode, by identifying the qualification of merchants, we can cultivate the possibility of boutique consumption mode.

And brand operators, especially the acquisition of a large number of offline traditional brands, have become an important way to establish boutique mall.

Optimistic about the foreign trade version of the Tmall mode of business accounted for the most.

"Bazaar mode" is not standardized, businesses are good and bad, commodity quality can not be controlled.

In the same commodity, the five hundred sellers are different in terms of sales, price, configuration and service standards, which makes it easy for customers to lack pparency and safety in shopping.

A veteran retailer, an e-commerce veteran, pointed out in his own electricity supplier works that the Taobao mode has a low starting point and no threshold to quickly gather the crowd effect and gain a leading position in the market. But if we occupy the next highland, we must not establish a higher threshold for "heroes do not ask where they come from".

And from the commercial logic, we must shift the strategy of playing category to brand direction.

But on the fast selling platform, whether the category and brand can co-exist is a questionable topic.

Just as the initial Taobao Mall (Tmall predecessor) and Taobao share the same traffic entry, as the brand's aggregation effect is getting stronger and stronger, it absorbs a large number of high-quality traffic and order conversion, and the small and medium-sized sellers who rely on category competition (mainly for distribution) are facing the "doom" of traffic exhaustion.

"However, this may be Alibaba, whether or not a new Tmall will emerge, or whether it will allow small and medium-sized brands and fast sellers.

Symbiosis, platform model has decided that the battle for resources is doomed to start.

That means that most practitioners will be partial to buying money on the platform.