Analysis Of The Current Operation Mode And Its Advantages And Disadvantages Of Various E-Commerce Platforms

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The complexity of the price system is due to the complexity of the purchase channels.

Procurement of non official sources of goods, if a link in the middle is mixed with fake goods, it is not impossible.

The buyers, who declined to be named, revealed to reporters.

As the practitioners mentioned above, the complexity of the electricity price system is rooted in the complexity of the purchase channels. Nowadays, the electronic business platform is divided into two modes, namely, proprietary and platform, but there are many ways for the purchase channel, such as the authorization of the brand side, the supply of the distributor, and the purchase of the platform under the own line.

Party authorization is guaranteed, but it is difficult to have low price advantage.

Instead of the official channels, if there are any problems in the middle, there may be problems such as price confusion, fakes and so on.

Based on this, the reporter interviewed a number of e-commerce enterprises, industry experts, combing the current operation mode of the electronic business platform, as well as its advantages and disadvantages.

Platform mode: A surface: category rich B face: fake goods are banned and difficult to stop.

At present, the two giants in the field of electricity are undoubtedly Ali.

Taobao and Jingdong.

Among them, Alibaba's Taobao has a flat platform in the past ten years.

"The big platform has the advantage of one-stop shopping, so the large platform is an irreplaceable product with multiple products and rich resources, and it is always the mainstream."

Lu Zhenwang, a senior electricity supplier analyst, told reporters yesterday.

In this type of platform, both individuals and enterprises can apply for settlement, and the threshold is very low.

Reporters had previously discovered that the application for Taobao as a personal seller is only required to complete Alipay's real name verification and Taobao certification. Only valid ID cards are required.

However, the new electronic business platform is much more widely used, though it is also a platform mode. The personal entry threshold is slightly higher than Taobao. Besides the personal basic information such as telephone, ID card, name, mailbox and so on, according to the sale of goods, it is necessary to submit a deposit of 2000 yuan -1 yuan.

The advantage of low threshold entry is the complete range of goods. Taobao is known for its "Taobao" because of its large number of goods and services.

But there are many problems with such platforms.

On the one hand, it is difficult for commodity source platforms to control, for example, businesses that individuals enter, from commodities, operations to sales, and express delivery, are all handled by businesses. Once the platform side regulation is insufficient, the authenticity of goods is hard to distinguish; furthermore, the platform side's control over commodity prices is limited, and the price of the same commodity is different from normal.

According to the world clothing shoes and hats net, Lu Zhenwang believes that the short board of the platform mode lies in the fact that there are still many ceilings and problems in the supervision of the shops.

Mo Daiqing, an e-commerce analyst at the China Electronic Commerce Research Center, also agreed with reporters that the biggest problem in the platform mode is that the quality of the third party sellers is difficult to guarantee.

Self run + platform mode: A face: category expansion rapidly B face: complex mode

When Jingdong, suning.com, Gome online, such as self built mode of home appliances 3C business platform bigger and bigger, they found that: home appliances repeat purchase rate is low, the need to introduce a high rate of return commodity, expand commodity SKU is imperative.

However, self reliance can not be quickly covered to non-standard products. Therefore, Jingdong mall, suning.com, Gome online are badly in need of brand businesses and third party businesses to enter.

It is worth noting that by 2014, the third party business grew by Jingdong based on self operated electricity providers.

Liu Qiangdong said at the 2014 earnings analyst conference that Jingdong's proprietary business mainly focused on standardized products, while the third party platform services mainly provided non standardized products.

From the market capacity and the average situation, the number of non-standard categories and market sales are far greater than the standard category. "In the long run, the GMV ratio of the third party platform has exceeded 50%."

Under the aura of giants, more electricity providers have also chosen the mode of "self + third party entry", and so do NetEase koala shopping and Amazon.

Reporters observed that NetEase koala currently has three modes: brand authorization, direct cooperation, self cooperation, and third party sellers.

This information can be learned from the NetEase koala website. The reporters found that in the details of the introduction page of some commodities, the NetEase koala sea purchase Association attached the authorization letter of the brand side to inform consumers of the commodity source.

Take the strategic cooperation and cooperation between NetEase koala sea purchase and the Australian health care brand Blackmores (Ao Jiabao) as an example. They take the product from Australia and put it into the bonded area store in Hangzhou and Ningbo, and avoid the distributors and other links, and directly sell to consumers.

Amazon also pushes the direct acquisition of imported goods, including many winery products from Australia and France.

"At present, the platform is still mainly self operated, and the third party seller accounts for a small proportion, and the entry threshold is relatively high."

NetEase koala Hai told reporters that one of its purposes is to control the source of commodities.

"Self employment is not only able to control commodity sources, pricing power, warehousing, logistics, after-sale, but also by us.

Follow up, koala's warehousing and logistics system will be opened to third party businesses.

Mo Daiqing believes that under this mode, the commodity source is relatively guaranteed, but for the platform side, the profit space is the difference between the selling price and the selling price, the gross profit is low, the profit space is small, and for the consumers, it is less commodity category.

What often happens is that different styles of goods of the same brand need to be found on different platforms.

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ODM mode: A: Commodity controllable B surface: very few categories.

In 2016, the NetEase chose the new ODM mode (Original Design Manufacturer, the original design manufacturer mode).

According to the NetEase's strict selection yesterday, it told reporters that the products sold on their platform were selected by them for materials and design, and then they were produced by cooperative factories. Their cooperation factories were manufacturers of brands such as Muji, CK, THERMOS and Vitoria.

Before the product is launched, it needs to pass multilayer testing. "Testing can be carried out on the shelves, and all the unqualified products will be returned to the factory."

As a result of directly passing through intermediate links such as distributors at various levels, as well as brand premium, pricing, warehousing, after-sale and other "gate of life" are in the NetEase's strict selection of their own hands.

According to them, the choice of products and after-sale are undertaken by themselves.

Warehousing is also heavily invested and only six months on the line. In 2016, the new Dongguan warehouse could store more than 1 million items at the same time. All goods need to be tested first before they can be shipped in storage.

But the model also has weaknesses.

The drawback is that the product category is very limited.

Reporters found that NetEase currently strictly selected on-line products are mostly concentrated in home, bathing products, eye blinded products such as an example, there are only 3 options, compared to the two models mentioned above, the quantity and category of goods can not be compared.

Lu Zhenwang pointed out that such as NetEase strict selection of self operated vertical electric business is mainly based on the product "refined". In a subdivision category, we should try our best to make the product good enough and cheap enough to have enough competitiveness and development space, "the" quality strategy "is the development direction of vertical electric business.

However, judging from the general trend of the industry, the current dominant position is still Alibaba, Jingdong and other comprehensive e-commerce giant.

Reporter's notes

Brand licensing pain

From the recent trend of the development of the electronic commerce platform, the platform side is also more inclined to win the brand name authorization or introduce the flagship flagship store.

But the aforementioned insider pointed out that obtaining the authorization of the brand is not an easy task.

"Many famous brands are reluctant to authorize the electricity supplier to maintain their original price system. Rather, they set up their own flagship store, so that they can control the whole price system, do not rush to sell goods, and will not cause dissatisfaction among dealers at all levels."

Otherwise, once the e-commerce platform starts a price war, the price system of the brand side will collapse.

According to the world clothing and shoe net, there were several brands of milk powder and a domestic cross-border e-commerce platform reached a direct mining agreement, but because of many scruples and not much to the outside world to publicize the incident.

In fact, they worry about disrupting the price system under the line.

As a result, many e-commerce platforms can only get goods from distributors, "different levels of dealers, get the purchase price is naturally different.

Some even look for foreign distributors or even buyers. The purchase channel is quite complex, and the purchase price is difficult to be unified, so the final selling price is different.

In this process, different commodity procurement channels not only bring about the confusion of prices, but also if the intermediate links are wrong, it is not impossible to be mixed with fake goods.

More interesting reports, please pay attention to the world clothing shoes and hats net.