[ Chinese and foreign toy network news] "Pre-sale model for businesses, the industry's vibration, far more than the shock to consumers", on November 14, Tmall CEO Zhang Yong said in the "new and old retail confrontation" forum, 10 The Tmall Double Eleven pre-sale campaign launched on the 15th of the month continued to exert influence.
Tmall's original brand Inman is the first to participate in the double eleven pre-sales business, this time more than a month before the 11.11 Carnival, launched six styles of clothing to participate in the pre-sale of Tmall. According to Fang Jianhua, general manager of Inman, 2 of the 6 models have pre-sold more than 20,000 pieces, which is amazing. At the same time, Inman also applied the C2B (consumer-driven business) model in the launch of the Double Eleven event style, and showed 300 pairs of double-eleven active clothing to consumers in advance, according to consumer demand and market reaction, ultimately Screened out 180 models for production, used for double eleven sales.
Fang Jianhua felt that pre-sales changed the problems in traditional retailing, and changed the mode of ordering by agents to precisely select according to consumer demand. Merchants can avoid blind production and save costs.
In the just-concluded Tmall 11.11 shopping carnival, Tmall and Taobao realized a payment of 19.1 billion yuan in Alipay, which is more than three times that of last year. It surpassed the US network and promoted "Internet Monday" to become the world's largest online shopping. Consumer Festival also shocked the offline retail industry. According to the National Retail Administration's total retail sales of consumer goods in October, 19.1 billion yuan accounted for 30% of total daily retail sales. Behind the dazzling record, the Tmall Double Eleven event represented by the pre-sale model has invigorated the traditional industry. The pre-sales model is simply to gather the consumer's orders and then produce, distribute, and sell. This year's pre-sales activities for Tmall Double 11 started on October 15 and have achieved good results.
Yang Bin, co-founder of Analysys International, believes that the success of the 11.11 Shopping Carnival reflects the integration of the old and new retail systems, while the traditional retail industry only embraces e-commerce, and has unlimited imagination. “Internet shopping like O2O mode and C2B pre-sales. The new design provides a good reference for traditional retail companies to embrace the Internet."
Zhang Yong introduced that before and after the Tmall Double Eleven event, Zhang Yong contacted many merchants and got good feedback similar to Inman. Even some merchants want to apply the pre-sale model to the offline channel, and test the consumer response through online pre-sale before launching the offline main push. “The process between the new economy and the traditional economy is a process of mutual promotion and integration.†Zhang Yong feels that Tmall original brands can go to today, closely related to their follow-up needs, and change in time. There are planned production and efficient supply chain, in addition to reducing the cost of businesses and industries, but also allowing consumers to enjoy the benefits of efficiency gains, to buy quality products at an affordable price.
The rise of e-commerce has had a profound impact on the operation of the entire economic system, the pattern of commercial networks and competition, and social forms such as consumer behavior and social methods. The analysis and prediction of this trend will affect the decision makers of the economic sector. The work and life of all stakeholders, such as enterprises and consumers.
Review: Tmall Shopping Festival pre-sale model helps merchants accurately target consumers
The so-called C2B is a pre-sale model. The Internet can quickly aggregate a single scattered consumer demand in a short period of time, giving the seller a large order. After the seller gets the order in advance, it can be from the back, middle or front end of the supply chain. Optimization, which greatly reduces the cost of goods, gives consumers high quality and low price, but also maximizes the seller's profit.
After this double eleven, many businesses have experienced the advantages of C2B, high efficiency, high profits and reduced costs. Therefore, some insiders expect that more and more shops will try the C2B model in the future. “Everyone has tasted the sweetness of this model, so we will probably get more and more when shopping in Taobao and Tmall in the future. When you see the unstocked items, you can make a reservation and make the delivery time postponed."
The data provided by Tmall shows that in just one day, the organic rice in Northeast China sold 140,000 jin, the Xinjiang organic apple in Akesu 25,000 jin, the furniture and building materials sold in 580,000, the digital home appliances in 100,000, and the whole vehicle sold 2,100. At the seminar, Fang Jianping, general manager of Inman, said that through pre-sale, it really reduced the production cost from the supply chain, and made consumers more affordable. "Before 1111, 6 customized models were displayed on Tmall's pre-sale platform. At that time, only the sample clothes were laid and there was no goods." The production was started after receiving the pre-sales consumer orders, and 2 of them were Sold more than 20,000 pieces.
With the continuous development of online shopping, the online shopping platform is also gradually upgrading. Pre-sales are becoming a common mode for e-commerce.
Recently, Tmall's "1111 Shopping Carnival" pre-sale officially began, consumers can log on the pre-sale platform to pay the deposit and then pay for the final purchase of goods, pre-sale goods include scarce goods, collection of goods and products customized according to consumer personality .
The launch of the pre-sales model will help merchants to more accurately target consumers, stock up in advance, and manage upstream and downstream supply chains more effectively. This is regarded by the industry as a new exploration of the C2B (ie consumer-to-business customertobusiness) e-commerce model, and also the first shot of Tmall's "1111 Shopping Carnival."
Not only to lock in consumption, but also merchants have come up with coupons to stimulate consumption. From the 11th, more than 1,500 brands covering almost the entire category, including ONLY, adidas, Philips, Haier, Acer, etc., are also fully involved in the issuance of coupons. The total value of coupons will exceed 100 billion yuan, all coupons only Limited to 1111 on the same day.
Many international luxury goods help out
It is reported that the price of Tmall pre-sale goods consists of two parts: the deposit and the final payment. At this stage, it is divided into two types: the ladder price and the non-step price. For pre-sale items with a ladder price, the price may vary depending on the number of people ordered. The more the order quantity, the lower the price, and the final pre-sale price is determined according to the final order quantity, which is based on the pre-sale price displayed on the product page after the pre-sale. For non-staffed pre-sale items, the price is fixed, that is, the price of the item.
On the day of the pre-sale platform on the 15th, many domestic and foreign top luxury goods also came to help. For example, the global counters need to be booked 2-3 years in advance to pick up the goods, the only Hermès women's platinum handbag in Asia, the TigerWoods signature limited edition watch, the Gucci women's sunglasses, one of Belgium's three major chocolates leonidas handmade brand, Chanel WalletonaChain black Sheepskin chain handbag, silver double "C" Logo luxury ladies earrings, Dong'e Ejiao limited edition collector's edition, 53-degree Maotai Kowloon ink treasure 30 years.
Ma Xuejun, head of the Tmall pre-sales platform, said that “things are rareâ€, scarce pre-sales have a natural consumer group, consumers can get early, get early, get benefits early, and get on a fair platform. Scarce limited-edition goods, which has an advantage over traditional offline purchases. “The advantage lies in not only the material and quantity of the goods, but also the price below the offline counters and the market price of the origin.â€
Optimize the cost of supply chain, the main quality and quality
In addition to the pre-sales of certain pre-sales venues such as apparel, investment gold, home building materials, life, and home appliances, most of the pre-sale venues are dominated by pre-sales. Some new products and best-selling products will meet consumers with collection and customization. Such as Peugeot New 408 car, Zhihua Shi first class function sofa, Wyeth gold children's music 3 paragraph milk powder, Pampers ultra-thin dry large packaging diapers, double-person knife TwinChef rotating knife holder 8 sets.
Different from previous activities and group buying websites, more than 400 merchants participating in the “1111 online shopping carnival pre-sale†mainly focus on offline brands, such as Zhou Dawei, Levi's, Bosideng, Metersbonwe, Anta, Yu Zhaolin, seven wolves, ONLY, Qiushui Yiren, Erdos, Ai Mu, Luo Lai, Fu Anna, Gu Jia, Jiu Mu, Sheng Xiang, Qu Mei, Dulux, Wyeth, Pampers, L'Oreal, Lange, Haier, TCL, etc.
Ma Xuejun introduced that the pre-sale model can truly release the advantages of traditional brands in the e-commerce war. The collection and pre-sale mainly through the Internet can quickly gather a single scattered consumer demand in a short period of time, giving the seller a large order. After the seller gets the order in advance, the seller can optimize from the back end, the middle end or the front end of the supply chain. Thereby greatly reducing the cost of goods, giving consumers high quality and low price, but also maximizing the seller's profit. “Compared with pure group purchase, it also meets consumers' expectations of low prices. One is to reduce the cost of goods by optimizing the supply chain. One is to reduce the existing gross profit of the merchants. Two different ways for participating sellers. The requirements are completely different." Ma Xuejun said.
It is reported that the pre-sale goods are mainly composed of new products and best sellers. The new product pre-sale is generally after the seller comes out of the new product, first take a batch for pre-sale, collect market reaction, in order to more rationally carry out large-scale production and channel distribution; best-selling pre-sale is generally a very good market feedback, using pre- The way of selling is conducive to the seller to grasp the consumer's preferences and procurement quantitative, thereby reducing the cost of the supply chain, not only to ensure the quality of the goods, but also to meet consumer expectations of prices.
Tian Lin, head of the brand operation of the furniture brand Zhihua Shi, said that the collection has enabled the merchant's supply chain to be optimized twice, which has greatly saved production costs and made consumers less than 50% lower than the original customized system. The price gets your favorite product. There are also merchants that specialize in customizing for consumers. Taiping Bird has launched a four-piece set of pure raccoon custom series, which collects consumer demand information in advance, and upgrades the fabric, craft and packaging of the products according to feedback. The network familiar with the raccoon image to customize a limited number of products to meet the individual needs of some consumers, for small batch production.
"I thought that more than 10 billion is difficult." Zhang Yong listed a series of figures at the meeting. In 2009, Taobao Mall had sales of 52 million, 2010 was 19 billion, and 2011 was 52 billion. In 2012, it was 191 billion. Compared with this, the sales of 395 commercial enterprises and more than 5,000 online stores in Shanghai during the National Day Golden Week in 2012 were only 6.4 billion. Zhang Yong said that the opening of the two hours is the biggest concern and the first peak, because the pre-heating of the previous period is better, the more crazy these two hours, which puts great pressure on the payment and system. "The two hours we are still alive, it is a challenge. To this end, Tmall has made more than 800 emergency plans at the front end." Tmall president Zhang Yong said at the "new and old retail confrontation" seminar, this figure is far Far beyond my expectations. He said that in this year's marketing process, the pre-sale model is the direction of Tmall's optimistic future e-commerce strategy.
The future e-commerce must not be B2B or B2C, but C2B. The pre-sale model is in line with this, which tests the efficient supply chain of the business.
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