How To Solve The Strategic Problem Of Alibaba Village? What Happened?

One month after "double 11" last year, Yangshan County became the second pilot county of Taobao in the countryside of Ali, and spread rapidly to Yangshan County.

However, a recent insider disclosed exclusively to blue whale TMT. With the gradual development of rural Taobao's malpractice in performance appraisal and after-sale, village partners began to withdraw from the rural Taobao service station. In the more than 160 administrative villages of Yangshan County, there was a large number of withdrawal from the village.

So what is the reason for the accident?

In fact, as the rural online shopping habit has not been formed, when all the electronic business platforms penetrate into the rural market, recruiting more purchasing agents is the key problem that they should first conquer. Through communication with purchasing agents, there are mainly differences between rural Taobao and Jingdong. First, the use of full time mode in the village, providing office and office supplies for the purchasing agents, requires a shift, every month has assessment indicators, while the Jingdong employs Part-time mode, purchasing agents can move offices without performance pressure. Second, the after-sale problem of the village is responsible for purchasing agents, including the collection of courier and even advance funds; the Jingdong support cash on delivery, and after-sale problems can be taken to pick up goods.

To explore the reasons behind it, it is necessary to start from the rural Taobao into Yangshan County. At the end of last year, Yangshan County joined hands with ALI. It was said that second villages in the countryside were built in 2 months, second in Guangdong Province, the first in rural areas in the province of Taobao, and 32 at the village level. Ali has said that Zhejiang Tonglu is the "Yanan" of the rural Taobao, and Guangdong Qingyuan is "Jinggangshan".

However, in fact, it is not so easy to see. A local source revealed that there are some unknown secrets behind this. Ma Yun, after many weighing, only placed second experimental counties in Yangshan.

And, at that time, to help. Ali In advertising, a news item was published in December 10, 2014. "The city's price of goods sold in mountainous areas has been sold in mountainous areas," which has aroused widespread concern in the community. Reported that with the help of Taobao Yangyang eco agricultural products shop, Yangshan villager Cai Muping sold 1000 kg of sweet potato.

An unconfirmed source said that the 1000 kilograms were actually underwritten locally, and in order to achieve the propaganda effect, they lied that they were sold through Taobao. Local has a hard target for promoting Taobao.

KK (a pseudonym) was once a local resident working at a village level service station in Yangshan County. He said that Taobao did provide shopping convenience to farmers after entering the countryside, and also attracted a group of people to go back to their hometown for employment. At the beginning, many people were engaged in village scouring, but under the influence of the pressure of performance appraisal and the poor after-sale service, the number of people who quit the village began to increase gradually.

"Village Amoy meeting, there are performance pressure, after sale problems are still more complex, troublesome, but also take risks, so I quit the village Amoy, and later chose to join Jingdong." KK explained, "before I quit, I heard my colleagues say that the problem of after-sale goods is too difficult to handle. Sometimes they have to pay their own money. At that time, they didn't think that until they met this problem, they realized that it was not worthwhile to do village inspection."

According to its introduction, Taobao requires staff to work at village level service stations, which is more troublesome to people living in the county. At the same time, Taobao carries out performance appraisal every month, and this pressure is one of the reasons why he chose to quit the village. In addition, the most important reason is that the village is still not perfect in the after sales service. If the products purchased by the villagers are in question, the application for replacement is entirely the responsibility of the purchasing agents. It not only needs to advance freight forwarding, but also takes part in the risk of goods being rejected by some sellers.

This has been recognized by JJ (a pseudonym). She is the head of an electricity supply enterprise affiliated to Yangshan County supply and marketing cooperatives. According to her, recently, many purchasing agents began to complain, and a bit slow down. On the one hand, the purchasing agent should bear the pressure of the village's performance appraisal. On the other hand, when the villagers buy things on credit, the funds that the purchasing agents themselves advance sometimes amount to over 10 thousand yuan, which is a great pressure for them.

In JJ's view, if things go on like this, Village purchasing agent The enthusiasm is bound to weaken gradually. A noteworthy phenomenon strongly illustrates this point. According to it, as of now, many purchasing agents have been transforming from village to Jingdong.

"The platform can not just rely on flickering, let the villagers give up a relatively good occupation in the field. After returning home, they find it's not as good as promised." JJ frankly, the company is most concerned about purchasing agents, so in choosing the platform, it mainly depends on who can provide better conditions and treatment for purchasing agents.

As the head of the supply and marketing cooperatives, JJ said she was right. Electricity supplier Ping Taiwan Service Center's attitude is open and fair, whether Ali, Suning or Jingdong can come in. She also revealed that at present, Jingdong has taken a look at the service points of village construction, and has joined up with the company she is in charge of, and Future Ltd may prefer to choose Jingdong mode.

The pressure of performance appraisal, the unsmooth after-sale service and the underwriting of the purchasing agents at the bottom have become a problem for Taobao to do the village inspection. The Alibaba plans to invest 10 billion yuan in three to five years, and establish 1000 county service centers and 100 thousand village service stations. If the service station is running on the one hand, the loss of service stations will occur. Then Taobao will repeat its mistakes in the electricity supplier: the world's largest C2C website spare no effort to fight against counterfeiting every year, but it can never win the satisfaction of brand manufacturers, because a large number of new fake products stores are emerging every day.