Where Is The C2M Electricity Supplier Road? Is It Popular Or Is It A Mirror?

This year's double 11 shopping fashion show has been broadcast live by Tmall live, Taobao live, Youku, Zhejiang satellite TV and other platforms. On Taobao Tmall's live platform, "chopper" can even "watch and buy". Finally, Tmall double 11 shopping Carnival ends at 120 billion 749 million yuan total day trading volume, through the all-weather and continuous consumption entertainment, live broadcast, star driven cross border drive nationwide chopping hands.

However, every minute of the electricity supplier's sales, the ten drops of tears from the traditional physical stores, are reported on the one hand, crying on the other side of the line.

First, is C2M a mirror?

First of all, it is impossible for C2M to cancel all links directly to consumers.

For manufacturers M end, how to link C terminals, M terminals not only have flexible production and supply chain capabilities, but also have the ability of Internet gene to link consumers, and can interact with consumers of C2M chain as a whole.

For the current Chinese manufacturing industry, it is impossible to achieve this. Most of the capacity and investment of manufacturers are in production. The key is to improve quality, speed up delivery, reduce costs and increase profits, and do little in brand building.

In China, manufacturers of Internet genes are rare, basically not.

Therefore, the C2M mode we are talking about is actually C2P2M, where P refers to Platform or B end. The role basically has third party platforms, or NetEase's strict election, and the real sense of C2M does not exist.

Second, can C2M price be the best?

The general view of C2M is to remove all links in the middle, no distributor, no retailer, no brand name, and the price of commodities will decrease, but the conclusion is not correct.

On the premise that production efficiency and production factors are maintained, the strategy of price setting depends on free competition in the market. When demand exceeds supply, does manufacturer M only add a little profit? Impossible. It will definitely increase profits and achieve price equilibrium until the balance between supply and demand is maintained.

When supply exceeds demand, the manufacturer M will promote consumption demand through cost plus basic profits or even short-term subsidies, so as to cultivate consumption habits and generate stickiness.

Third, can international brand manufacturers endorse C2M quality?

It is necessary to endorse by international brand foundry factories, suggesting that the necessary sports shoes, eyes and so on are of the same quality except for the international brand LOGO.

In fact, can the quality of the same factory produce the same quality? The quality of traditional channels is guaranteed by the brand, the brand bears the guarantee of quality, reputation, after sale, service and so on. How can the quality of the C2M platform be guaranteed? How much is the quality guaranteed by the international brand foundry factory? How much responsibility can this international brand factory take? One step back, this product has very serious defects. Who can be responsible for the consumers on the necessary C2M platform? Is it also expected that the international brand representative factory endorsing the endorsement will take the responsibility?

In the traditional retail channel, POWER is the biggest brand. It drives the whole business chain through brand. The consumer identifies the brand, while C2M cancels the most powerful brand in the original chain. Instead, it is actually the third party platform!!! The third party is not the brand, but the platform. In the whole chain of C2M, the power of the platform is the biggest. Therefore, when the real problem of consumption occurs, the platform can not escape its blame.

The price of products in traditional retail channels is equal to cost plus services.

The value of a normal product to the customer includes functional value, social value, emotional value, cognitive value (epistemic) and conditional value.

The C2M platform does not provide added value. In addition to selling products, there are few other services about human nature and communication with people.

When the product is completely reduced to tools and functions, people's properties can not be developed, which results in the product provided by C2M is only a functional attribute of the product.

In the C2M platform, the manufacturer M only provides the functional value, the lowest price, no brand, no service, low price is taken for granted.

But in China, many consumers want LOGO style consumption, no experience, no store service, no symbol price, and cheap price is normal.

But today, excessive supply of goods is far greater than demand. Just providing functional value, without service value, experience value and symbolic value, can not be sold well. It is not hard to predict that even this year's Tmall double 11 fashion show is broadcast live by Tmall, live broadcast, Taobao live, Youku, Zhejiang satellite TV and other platforms. Through the all-weather, continuous entertainment, live broadcast, and star driven cross boundary drive, the chopping hands are all cut off.

Consumer demand has strong impromptu characteristics, which is instant demand, and has a higher demand for timeliness. Besides, many consumption is impulsive consumption. Consumption value has value preservation and consumption experience in a limited time. However, the C2M mode is mainly based on the pre-sale mode, and the front line of the consumers who serve it is stretched very long. Usually, it takes 15-30 days, which leads to things that they like before and do not like them now.

If it is more obvious in the clothing industry, the long cycle will weaken the consumption experience because of the cyclical and seasonal fashion.

If C2M can be successfully implemented, it needs to implement quick response at the C side, so it is ideal for design studios, small processing plants or manufacturers with flexible production supply chains.

In the era of fragmentation, because of the long tail effect, consumers establish their own social network through various social media and platforms, and integrate the original huge but fragmented consumer demand, and supply the demand to suppliers in a holistic, regular and operable manner, thus converting "retail" into "collecting mining", which can greatly improve the production efficiency and assets, capital turnover and price of factories, and thus has a huge reduction space.

However, the C2M mode is initiated by the C terminal consumers, resulting in the dispersion, discontinuity, diversity and uneven distribution of orders. For manufacturers M, it is tasteless to eat, and it is a pity to abandon them. If we simply invest in the C2M platform, we will basically lose money.

For the moment, orders provided by C2M are only complementary channels for manufacturers outside of mass production.

Under the impact and influence of online market, the cost of traditional manufacturing industry is higher and higher, and profits decrease year by year, especially the clothing industry's high inventory. The group is in a predicament. In order to realize the pformation and upgrading of Internet +, traditional garment enterprises have been involved in grafting Internet to achieve innovation and upgrading, and try hard to O2O, D2C, C2B, net red IP, intelligent manufacturing, personalized customization and C2M mode.