Tmall'S Carrying The Amoy Brand Back To The Bottom Of The Line Is Such A Pit.

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In the business conference, the company announced that the joint search brand opened a physical store. In April 29th, the 2016 interpretation of Tmall's clothing investment policy will be held in Luohu, Shenzhen. Finally, those who have factory open shop cat shops and regional offline brands will be incited to Tmall platform.

Let the Amoy brand open shop offline, and continue to pull the stubborn line down to the line.

Behind Tmall's left and right sides, who lick his heart?

A senior electricity supplier trader said, Tmall's behavior is pleasant to say, is to optimize and enhance the business structure, to get through the whole chain of online and offline.

It is not easy to hear that Tmall's performance is just like that of another.

Ali is doomed to disappoint businessmen.

If these Amoy brands really cooperate with Tmall, the bigger the shop, the quicker the money will be.

Who knows who knows it hurts.

Tmall is under the line!

From a billion dollar power network to get a specific cooperation plan for Tmall's opening line, the Tmall will combine the vegetarian lifestyle Pavilion, meow street, High German map, hand Tao and Alipay to build the O2O shopping area under the online and offline shopping area.

Among them, Tmall's role is to provide the naming rights for the Amoy brand to the new retail platform and the "Tmall fitting room". The new retail platform includes offline store, system support, data products and Taobao guest platform. The prime life hall takes the role of retailers, that is, the collection stores can cooperate with Amoy brands through buyout, sale and distribution. In the joint venture mode, the retailer gets 20% Commission, while in the acquisition way, it extracts 30% of the sales.

According to an Amoy brand's explanation, buyout, that is, retailers get the brand authorization under the online brand of Amoy brand, and undertake the inventory and sales of the brand.

On sale, that is, retailers only offer sales and commission from sales.

Distribution, that is, the supply mode.

Get goods at low price from the Amoy brand and get the profit margin.

In this project, Gao De, meow street, hand wash for the Amoy brand offline shop to provide LBS based "offline + online" full traffic operation, and all commodity pactions finally completed at Alipay end closed loop.

A former Tmall official told reporters that the new retail platform cooperation project is only an attempt with the "Su" and "meow Street" versions.

Ali has already opened the "Tmall fitting room" shop, and has set up shop mode with Yintai.

This person said, Ali has always wanted to do offline shopping experience, has done home class love bee, now do the same way clothes.

At present, the Amoy brands of cooperation include clothing and bags, and some footwear.

Amoy brand dilemma

In Ali's new retailer platform cooperation mode, Ali, retailers, Amoy brands and commercial real estate will be Quartet.

According to the picture of the new retail platform business day, not all Amoy brands have the opportunity to participate in offline distribution. Ali set the threshold for the Amoy brand, that is, the brand must satisfy five conditions simultaneously: online sales exceed 50 million yuan, the actual selling price is not less than 3 times the cost, the warehousing and logistics system is perfect, the online and offline products share the same price, and the brand is determined to follow the O2O mode.

A veteran Tmall trader thinks that the price threshold set by Ali is only 3 times that of some Amoy brands located at the waist.

"The mesh is too dense to catch some small fish.

At present, the average price of the real head brand is 3 times the price, but the real core profit contribution is 3 times less than the price.

A large brand leader under the line told the billion power network that the price of 3 times the price to cover the retail sales under the line is the limit. It is not easy to make profits under the line.

But this flow of light, the ceiling of growth is visible.

In fact, the Amoy brand with strong operational capability has found new ways of replenishment outside Tmall Taobao, such as Han Douyi house and Yin man, while the weaker brand is still relying on Tmall Taobao's traffic.

However, the overall flow of Ali's retail platform is declining, and the online traffic pool has been unable to feed the Amoy brands. Besides, there are traditional brands and international brands of sub food, and the brand has entered the line to become a new growth demand for Ali.

For the Amoy brand, the cost and the cost of the entity store operation are different from that of the Internet. Location and display, staff management training and so on, these complex operation modes need time and cost to learn.

And binding the pace of Tmall under the development line, the way to shop packaged, is not a way.

The problem is that offline customers are directly exposed to products, making decisions on the spot to buy or not.

Lost the online marketing of all kinds of networks, PS marketing, and directly marketing products with similar products.

As a leader of the Amoy brand, Yin man has made an attempt online, and plans to open thousands of stores in the future.

However, there are people in the industry analysis, because the physical shop involves more than seven or eight yards of clothing code, so the seasonal distribution has often reached the sales volume of the season.

According to the demand of consumption, scrolling up new products and replenishing goods.

This is the risk of slowing down its supply chain.

And for brands, the online brand has become accustomed to online activities and promotions of tens of millions, tens of millions of sales, now let it return to a single entity store, a day to sell ten thousand or twenty thousand of the sales, can the Amoy brand adapt?

"In 2008, the pigs under the line were more fat, and tried to pull the brand off the line.

Now pigs on the line are more fat, which leads the line to the lower line.

But it's a hole in Grandpa's pit, Grandpa, grandpa in the pit, grandma, and coming back to beat the rhythm of his mother.

The above trader speaks frankly.

Do you want to keep warm? Or wool on sheep?

"The bottleneck of Tmall's opening up is how many offline business resources it can have. It is too small and too small to support the scale of the brand."

According to the reporter's understanding of the cooperation plan, Tmall plans to allow the Amoy brand to have 100 independent counters store in one year, so as to achieve the real O2O mode of the same price, helping the brand to enhance its popularity and reputation, and obtain more viscous user resources and traffic.

Obviously, it is not enough to rely solely on Yintai's forty or fifty commercial resources.

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It is understood that the idea of opening shop with Amoy brand and commercial real estate came earliest from Lin Xuebo, founder of vegetarian lifestyle Museum.

Lin Xuebo has been keen to see the difficulties of commercial real estate and started the joint online store at the beginning of this year.

According to statistics, due to the overheated investment in commercial real estate nationwide, as of December 2015, the average vacancy rate of office buildings nationwide was 18%, and the vacancy rate of commercial business premises was as high as 30%.

Theoretically, Tmall links the vacant commercial real estate with the Amoy brand, which is a good model for holding together and heating.

But not all offline retailers welcome Tmall, mainstream retailers and even exclude them.

"They have to take into account the feelings of the existing brands."

How much traffic can the store open to the mall and how much value it produces? It needs time to test.

It is understood that the investment in prime mode is quite large. According to Lin Xuebo, the investment of each experience shop is around 4 million yuan.

And these investments will eventually come back from the Amoy brand.

The brand responsible person said.

The wrong attempt of Ali Online

Ali is not the first time to push the Amoy brand to the bottom line.

In 2011, Tmall jointly launched the "love bees" project and opened a home experience store.

It is reported that the project includes furniture, sofa, lighting, flooring, wooden doors, cabinets and other home building materials, which is made up of more than 600 sample rooms and shelf display areas with an area of 50 thousand square meters.

However, after the operation of more than 1 years, the massive project ended in a bleak ending.

The reporter learned from the brand dealer who had been involved in the project that "love bees" was a new mode of O2O in the home decoration industry at that time, but it was "wrong way to do the wrong thing in the wrong time".

The brand said that the failure of "love bees" was caused by many factors.

First of all, there is a great difference between the expected location and the actual effect of the project. Site selection is a decisive factor. Traffic, people and surrounding business circles are not considered perfect.

Secondly, the shopping process under the brand online is not in line with users' habits, and the unified management and control methods adopted by entities in Ali store are all temporary workers.

Ali hopes that the capital flow will eventually be able to return to Alipay, and consumers will not be able to pay cash. There is also a problem with the payment flow.

In addition, the communication cost of consumers is very high, because there is a problem that consumers do not have a unified docking entrance because of the problem of "love bees" buying goods at home.

More importantly, in order to promote the "love bee tide" project, then the Amoy brand was kidnapped by Ali platform, only the brand that had entered the love bee tide could have the chance to participate in online activities.

There is no choice for the brands that are stationed under the line.

It is impossible to exclude the problems that once appeared in the "love bee boom". It is also a phenomenon that the next brand is difficult to avoid in the new retail platform plan.

The ultimate purpose of Ali

A retailer revealed that Ali had no intention of taking advantage of the original attack line, only one goal was to get the data under the line, forming the online and offline full scene consumer data.

"Love bees" is the case, the new retail platform plan is also true.

The company launched the line, and Ali asked the offline member system to get through with the members of the Amoy department and complete the final payment by Alipay.

Ali's idea of eating online data came to light in last year's collaboration with meow street and Yintai.

It is reported that in 2015, Ali launched meow street APP, composed of Ali and entity retail collaboration to form a solution, by Ali is responsible for building shopping malls based on mobile Internet O2O operation scenarios, such as payment, business marketing tools, consumer tools, etc., to establish shopping malls and shopping malls and consumers link, the store relies on meow Street data marketing tools to provide more in line with the current needs of consumers to eat, drink, play and buy services, and through the control of customer consumption lines to optimize operation details to enhance the efficiency of the flat.

After accepting Ali's stake, Yintai business has opened up a membership system with ALI. Intime business executive chairman and CEO Daniel Chan also revealed last week that the future direction of cooperation with ALI is still big data.

What is the value of big data? What Ali wants finally is a big business circle.

In the strategic press conference after the merger of word of mouth and hungry, reporters learned from fan Chi CEO that word of mouth is going to undertake all business to eat and drink in the future. We must make big business circle marketing and double member system, open up the coupons of hypermarkets, shops and brands in business circles, and all kinds of marketing resources will also be opened to businesses.

utilize

To provide cross boundary cross marketing services for businesses in the circle.

This logic and path are also suitable for the new retail platform business plan.

Ali has a larger flow pool, but according to some brands, most of the traditional brands have not chosen to open up data with ALI.