E-commerce specifically for Tibetan trickery: online and offline "differential customization"

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E-commerce specifically for Tibetan trickery: online and offline "differential customization"

Production by the same brand has also been authorized for sale, but there are issues such as “low-quality and low-quality”

"E-commerce exclusive" products are hidden behind the goods

Experts said that “E-commerce exclusive” products should be clearly indicated to consumers and inform consumers of the differences between products.

This report (Reporter Yang Zhaokui) is too expensive for online stores. It is much cheaper to search for the same brand product price. However, after receiving the goods, many people found that there was a difference with the physical store, which was called by the merchant as "E-commerce exclusive supply". A recent interview with the Workers' Daily reporter found that "electricity merchants exclusively" goods are not fakes, but there are problems such as "low quality and poor quality." In addition, because these products are only sold online, it is difficult for consumers to obtain benefits through price comparisons, and at the same time, they have been led by “E-commerce exclusive” products.

Ms. Beijing Ms. Guo reported to the Consumers Association that once a certain brand of cashmere warm clothing was purchased on an e-commerce site, the promotional price was only a three-fold discount for the physical store. As a result of the purchase, it was found that the cashmere content in the physical store was 70%, and this promotional product contained only 30% cashmere. When she negotiated with the owner, the customer service staff made it clear that this was a "special offer for e-commerce", so it would only hit a discount.

Ms. Guo’s encounter is not an example. In recent years, many brands have launched both online and offline sales systems. In order to maintain the stability of the price system and to maintain the ecological balance between online and offline channels, merchants use some of their products as "electricity merchants exclusively." These products are only used for e-commerce channel sales, and are intentionally price-distributed with the physical store sales of goods, so the price is low. Cao Lei, director of the e-commerce research center, told reporters that although the quality of the “electricity merchants exclusively” product has a certain gap with the same model under the line, the “electronic supplier exclusively” product is produced by the same brand manufacturer. It is also authorized to sell, so it is not fake, but the sales channels rely on the Internet.

In the eyes of people in the industry, “differential customization” and “differential pricing” both online and offline have avoided the mutual profit between different sales channels and have met the diversity of Internet consumer groups. Personalized needs are counted at the same time.

But the reporter noticed that some merchants sell "electricity merchants exclusively for" goods and physical stores with the same paragraph in the code, the appearance of only slightly different, consumers do not carefully study, simply can not tell Some businesses engage in "online and offline two faces"; others have "electricity merchants exclusively" models mixed in ordinarySold together in the product. Many consumers often "be routine" because they do not pay attention.

In March this year, Zhejiang Ningbo Municipal Market Supervision Administration and Ningbo Consumer Protection Committee purchased 40 sets of comparative samples through online and offline channels, and commissioned Ningbo Entry-Exit Inspection and Quarantine Bureau to conduct inspections. Found that "E-commerce exclusive" is indeed tricky. For example, the appearance and function markings of an induction cooker purchased through different channels are the same. However, after dismantling, it was discovered that online shopping for induction cookers had fewer electrical components than those under the line.

The relevant person in charge of the Consumer Protection Committee of Ningbo City said that the phenomenon of "low-quality and inferior quality" of online products was mainly due to the cost control on the line. In order to reflect the price advantage, use the lowest possible cost to make the same style of goods.

For this, Cao Lei pointed out that if the “E-commerce exclusive supply” product appearance code is exactly the same as the physical store product, but the quality is different, then this action infringes the consumer’s right to know and is suspected of fraud.

Chen Yinjiang, deputy secretary-general of the China Society for the Study of Consumerism, told reporters that if the seller sells goods exclusively for e-commerce, it must first ensure quality and meet product quality requirements. Secondly, it should clearly indicate to consumers and inform consumers of the differences between products, satisfy consumers’ right to know, and allow consumers to fully understand and make choices.

From the first-tier cities to rural e-commerce companies, this year's major gamers marketed full-channel marketing adventure games

As the saying goes, consumption upgrades, channels first, household appliances industry is not exception. In the context of consumer upgrades, almost all home appliance manufacturers and channel vendors are shouting that the channels will accelerate their sinking and seize the third-, fourth-, and rural-markets. However, compared to mature and mature metropolitan channels, many village and town offline stores still have many unsolved pain points: they include good brand products that are difficult to see, high channel self-construction costs, drop in passenger traffic, decline in profitability of stores, and so on.

A large number of home appliance companies and e-commerce channels are currently on the eve of “dilapidation.” Traditional retailers and distributors of physical appliances and physical stores will not be transformed and upgraded. The new commercial retail order is under construction. Old-style retail channels Suning Guomei Jingdong All of them are in the process of upgrading and upgrading their channels. They are mainly integrated online and offline. In addition, the home appliance market has already become saturated in large cities. Under the catalysis of consumption upgrading, the rural market will become a new hope for home appliance companies and e-commerce channels in the future.

Household omnichannel marketing

At the just-concluded "Starting a New Journey to Encourage a Future," the 2018 Jingdong Appliance Strategy Conference, the author discovered that Jingdong proposed a brand experience shop, a super experience shop, and a home appliance store strategy this year to try to solve the problems in the first-tier cities to the rural areas in the Six Line Township. Market consumers, brand parties, and offline stores have different issues. Using the “Unrestricted Retail” thinking, they have redefined costs, efficiency, and experience on the basis of knowledge, knowledge, and knowledge, playing full channel marketing.

Yan Xiaobing, senior vice president of JD.com, frankly stated to the author that although JD.com’s household electrical appliance sales revenue exceeded RMB 100 billion, he was even more anxious because he discovered that “people, goods, and market” have changed, and the channel has been restructured. For home appliance manufacturers and channel providers are a new problem, in short:

Field: Previously Gome Suning Stores and Jingdong Online Portal are considered “fields”, and shopping “scenes” are everywhere, WeChat, Weibo, roadside QR code, content, TV, AR and VR can all be consumption portals.

Goods: Previously sold the goods with the lowest cost and highest efficiency. Now, apart from selling goods, the content, services and big data behind the goods are equally important.

People: In the past, consumers were divided into urban and rural users. Now the consumer level is more diversified. Consumers are passively accepting and participating in the design and production of goods.

In order to cope with the above-mentioned major business changes, JD.com this year will open up its membership operation system, marketing touch network, SKU management system, logistics service capabilities, retail data and financial tools to brand owners. The data of all self-operating businesses is open to the outside world, and all brand-name products sold by Jingdong's self-operated and third-party platforms are all displayed in the only official flagship store, forming a store model of “self-operated + open platform” and passing through the Jingdong platform. The unbounded middle platform system was built to try to open up the last road of online and offline shops of home appliance brands.

E-commerce specifically for Tibetan trickery: online and offline differential customization

Image from the Internet

and in relative terms In the saturated first-tier cities, JD.com's home appliance channel strategy throws out the “JD.com home appliance super experience store.” This year, the first batch of “JD.com home appliance super experience stores” with an area of ​​more than 30,000 square meters will be piloted in first-tier cities, and its “largest The characteristics of "the most complete product" and "immersive experience" are expected to subvert the concept of consumer electronics stores.

For the consumer-oriented service strategy, Jingdong Home Appliances released the “Beijing Umbrella Plan” with 36 service commitments including platform services, pre-sale services, sales service, after-sales services, and value-added services. , Provide one-stop home appliance consumer service, the main purpose is to expand home appliance sales to more yuan consumption scenarios; break the boundaries of products and services, data, content, improve the supply chain efficiency of home appliance companies, and change through big data analysis and feedback The original production purchase relationship between consumers and enterprises meets the individual needs of consumers. This is in line with the Jingdong Group CEO Liu Qiangdong's proposed decentralized unrestricted retail scenario last year. In the future, retail transaction cores will no longer be centered on traffic. Instead, it pays more attention to the essence of transactions—the concepts of “products,” “services,” “experience,” and “data” are exactly the same.

Jingdong Home Appliances painstakingly laid out the "Jingdong Home Appliances Super Experience Store" in the first-tier cities, the brand experience stores in the second and third tier cities, Jingdong Store, the Jingdong Group in the Wuliu Line and the rural market, and it was the first line to get through. All of the six-line channels, for JD, are able to fully grasp the big data of omni-channel consumers' home appliance consumption habits and behavior characteristics, and can be targeted to obtain the different needs of consumers at all levels of the market, and accurately complete the production of products and markets. At the same time, based on surveys and analysis of consumer big data, consumers at all levels of the market can purchase products more in line with demand.

Covering the Last 20% of Dead Ends of the County

During the National Day last year, the author experienced the Jingdong orders in the morning in the rural area of ​​Anhui, and the second day Jingdong helped the staff complete the door-to-door and installation. The service and treatment are basically the same as those in the first-tier cities such as Kitakami Guangzhou-Shenzhen.

Reviewing past home appliance purchase experiences in rural areas, basically only channel stores in towns and counties can be selected. Multi-level agency system leads to opaque prices and high prices. It is difficult to buy the latest products at home and abroad and it is often counterfeited. Infringement of shoddy products, in addition to home appliance distribution and installation services are not perfect, return policy, etc. are even more blind, these pain points have long been a resistance to rural household appliance consumption upgrade resistance.

Liu Jun, president of the appliance business division of Jingdong Mall Electronic Entertainment Group, told the author that from November 2014, the first Jingdong service store opened in Zhao County, Hebei Province, and it has been nearly 8,000 for more than three years. Jingdong Home Appliance Stores blooms throughout rural and rural areas throughout the country, covering 100% of the country's administrative regions. Jingdong helps cover more than 80% of counties, 25,000 townships, and 60Thousand administrative villages.

In fact, as early as the concept of unbounded retail, Jingdong Appliances has been trying to sink channels, as early as in 2016 put forward home appliances "million store" plan. However, it did not go very smoothly and slowed down the speed of opening a store. However, compared to Suning and Gome, which started as offline retailers, JD.com has to adopt a light model, but if it wants to really sink to low-tier cities, it will also need support from personnel, logistics, and after-sales systems. This part of the investment may be Very large, the cost is relatively higher.

In addition to JD.com and Suning Gome, Alibaba.com has a large number of layouts in the rural market. This has led a large number of consumers in remote villages to use the power of e-commerce to experience a home network service experience that is indistinguishable from that of first-tier cities, especially distribution and installation. Such after-sales service, which with many previous manufacturers to "home appliances to the countryside" as a reason to digest excess capacity gameplay, in addition to a greater degree of activation of the vitality of rural household appliances market consumption, but also an important source of Jingdong future income.

Jingdong Home Appliances plans to open 15,000 Jingdong home appliance stores this year, covering 100% of the county seats in the country. Sales will increase five times as compared to last year, so that it is worth noting that it will expand its offline channel and self-confidence, especially if there are no plans. The blind corner coverage of the rural market is obviously a huge potential for the rural market under the escalation of consumption catalysis. Ovid Consulting (AVC) research predicts that the demand for home appliances in the rural areas will be nearly saturated compared to that in big cities. The growth rate of the rural market in rural areas will continue for 4 to 5 years at an annual rate of 20%. The battle for home appliance companies in the rural market has only just begun.

Under the backdrop of rural e-commerce promotion to the development of the rural economy and the revitalization of the agricultural industry, the rural household appliance market has become more and more obvious at the channel level, and rural consumers have also begun to focus on experience, branding, and the consumption environment. In the purchase of home appliances are more likely to have brand protection of local stores, online shopping is not new, which gave a large number of Jingdong, including home appliance channel business transformation and upgrading bring about space.

The transformation of home appliance service providers in the vast rural areas is a microcosm of the era of consumer upgrading. According to statistics, the market size of JD.com’s home appliance market has increased by a factor of 4 in 2017. The sales of home appliances in the county market during the double 11 period last year accounted for 40% of JD’s total sales of home appliances. If this year's channel sinking can successfully capture more markets, It is expected that the market share in 2018 is expected to achieve further growth performance. By then, the gap between urban and rural areas in the household appliance market is expected to be even or even reversed, and the rural market will be the first time.Become the main force of the home appliance market, this will undoubtedly become the new factor of the home appliance market in the future. (End)

Production by the same brand is also authorized for sale, but there are problems such as “low quality and low quality”

"E-commerce exclusive" products are hidden behind the goods

Experts said that “E-commerce exclusive” products should be clearly indicated to consumers and inform consumers of the differences between products.

This report (Reporter Yang Zhaokui) is too expensive for online stores. It is much cheaper to search for the same brand product price. However, after receiving the goods, many people found that there was a difference with the physical store, which was called by the merchant as "E-commerce exclusive supply". A recent interview with the Workers' Daily reporter found that "electricity merchants exclusively" goods are not fakes, but there are problems such as "low quality and poor quality." In addition, because these products are only sold online, it is difficult for consumers to obtain benefits through price comparisons, and at the same time, they have been led by “E-commerce exclusive” products.

Ms. Beijing Ms. Guo reported to the Consumers Association that once a certain brand of cashmere warm clothing was purchased on an e-commerce site, the promotional price was only a three-fold discount for the physical store. As a result of the purchase, it was found that the cashmere content in the physical store was 70%, and this promotional product contained only 30% cashmere. When she negotiated with the owner, the customer service staff made it clear that this was a "special offer for e-commerce", so it would only hit a discount.

Ms. Guo’s encounter is not an example. In recent years, many brands have launched both online and offline sales systems. In order to maintain the stability of the price system and to maintain the ecological balance between online and offline channels, merchants use some of their products as "electricity merchants exclusively." These products are only used for e-commerce channel sales, and are intentionally price-distributed with the physical store sales of goods, so the price is low. Cao Lei, director of the e-commerce research center, told reporters that although the quality of the “electricity merchants exclusively” product has a certain gap with the same model under the line, the “electronic supplier exclusively” product is produced by the same brand manufacturer. It is also authorized to sell, so it is not fake, but the sales channels rely on the Internet.

In the eyes of people in the industry, “differential customization” and “differential pricing” both online and offline have avoided the mutual profit between different sales channels and have met the diversity of Internet consumer groups. Personalized needs are counted at the same time.

But the reporter noticed that some merchants sell "electricity merchants exclusively for" goods and physical stores with the same paragraph in the code, the appearance of only slightly different, consumers do not carefully study, simply can not tell Some businesses engage“Two faces on the line and on the line”; there are also merchants who sell “E-commerce exclusive” models for sale in ordinary products. Many consumers often "be routine" because they do not pay attention.

In March this year, Zhejiang Ningbo Municipal Market Supervision Administration and Ningbo Consumer Protection Committee purchased 40 sets of comparative samples through online and offline channels, and commissioned Ningbo Entry-Exit Inspection and Quarantine Bureau to conduct inspections. Found that "E-commerce exclusive" is indeed tricky. For example, the appearance and function markings of an induction cooker purchased through different channels are the same. However, after dismantling, it was discovered that online shopping for induction cookers had fewer electrical components than those under the line.

The relevant person in charge of the Consumer Protection Committee of Ningbo City said that the phenomenon of "low-quality and inferior quality" of online products was mainly due to the cost control on the line. In order to reflect the price advantage, use the lowest possible cost to make the same style of goods.

For this, Cao Lei pointed out that if the “E-commerce exclusive supply” product appearance code is exactly the same as the physical store product, but the quality is different, then this action infringes the consumer’s right to know and is suspected of fraud.

Chen Yinjiang, deputy secretary-general of the China Society for the Study of Consumerism, told reporters that if the seller sells goods exclusively for e-commerce, it must first ensure quality and meet product quality requirements. Secondly, it should clearly indicate to consumers and inform consumers of the differences between products, satisfy consumers’ right to know, and allow consumers to fully understand and make choices.

E-commerce specifically for Tibetan trickery: online and offline differential customization

Image from the Internet

and in relative terms In the saturated first-tier cities, JD.com's home appliance channel strategy throws out the “JD.com home appliance super experience store.” This year, the first batch of “JD.com home appliance super experience stores” with an area of ​​more than 30,000 square meters will be piloted in first-tier cities, and its “largest The characteristics of "the most complete product" and "immersive experience" are expected to subvert the consumer's concept of home appliance stores.

For the consumer-oriented service strategy, Jingdong Home Appliances released the “Beijing Umbrella Plan” with 36 service commitments including platform services, pre-sale services, sales service, after-sales services, and value-added services. , Provide one-stop home appliance consumer service, the main purpose is to expand home appliances sales to more Yuan consumer scene; break the boundaries of products and services, data, content, improve the supply chain efficiency of household appliances companies, through big data analysisAnd feedback changed the original production purchase relationship between consumers and enterprises to meet the individual needs of consumers. This was in line with the Jingdong Group CEO Liu Qiangdong proposed in the decentralized unrestricted retail scenario last year, the future of retail transactions will no longer be the core of traffic As the center, it pays more attention to the essence of transactions—the concepts of “product”, “service”, “experience”, and “data” are exactly the same.

Jingdong Home Appliances painstakingly laid out the "Jingdong Home Appliances Super Experience Store" in the first-tier cities, the brand experience stores in the second and third tier cities, Jingdong Store, the Jingdong Group in the Wuliu Line and the rural market, and it was the first line to get through. All of the six-line channels, for JD, are able to fully grasp the big data of omni-channel consumers' home appliance consumption habits and behavior characteristics, and can be targeted to obtain the different needs of consumers at all levels of the market, and accurately complete the production of products and markets. At the same time, based on surveys and analysis of consumer big data, consumers at all levels of the market can purchase products more in line with demand.

Covering the Last 20% of Dead Ends of the County

During the National Day last year, the author experienced the Jingdong orders in the morning in the rural area of ​​Anhui, and the second day Jingdong helped the staff complete the door-to-door and installation. The service and treatment are basically the same as those in the first-tier cities such as Kitakami Guangzhou-Shenzhen.

Reviewing past home appliance purchase experiences in rural areas, basically only channel stores in towns and counties can be selected. Multi-level agency system leads to opaque prices and high prices. It is difficult to buy the latest products at home and abroad and it is often counterfeited. Infringement of shoddy products, in addition to home appliance distribution and installation services are not perfect, return policy, etc. are even more blind, these pain points have long been a resistance to rural household appliance consumption upgrade resistance.

Liu Jun, president of the appliance business division of Jingdong Mall Electronic Entertainment Group, told the author that from November 2014, the first Jingdong service store opened in Zhao County, Hebei Province, and it has been nearly 8,000 for more than three years. Jingdong Home Appliances Stores are blooming all over the countryside in rural areas, covering 100% of the country's administrative regions. Jingdong helps cover more than 80% of counties, 25,000 townships, and 600,000 administrative villages.

In fact, as early as the concept of unbounded retail, Jingdong Appliances has been trying to sink channels, as early as in 2016 put forward home appliances "million store" plan. However, it did not go very smoothly and slowed down the speed of opening a store. However, compared with Suning and Gome, which started as offline retailers, JD.com, despite its light model, wants to really sink to low-tier cities. It also needs support from people, logistics, and aftermarket systems.The investment may be large and the cost is relatively higher.

In addition to JD.com and Suning Gome, Alibaba.com has a large number of layouts in the rural market. This has led a large number of consumers in remote villages to use the power of e-commerce to experience a home network service experience that is indistinguishable from that of first-tier cities, especially distribution and installation. Such after-sales service, which with many previous manufacturers to "home appliances to the countryside" as a reason to digest excess capacity gameplay, in addition to a greater degree of activation of the vitality of rural household appliances market consumption, but also an important source of Jingdong future income.

Jingdong Home Appliances plans to open 15,000 Jingdong home appliance stores this year, covering 100% of the county seats in the country. Sales will increase five times as compared to last year, so that it is worth noting that it will expand its offline channel and self-confidence, especially if there are no plans. The blind corner coverage of the rural market is obviously a huge potential for the rural market under the escalation of consumption catalysis. Ovid Consulting (AVC) research predicts that the demand for home appliances in the rural areas will be nearly saturated compared to that in big cities. The growth rate of the rural market in rural areas will continue for 4 to 5 years at an annual rate of 20%. The battle for home appliance companies in the rural market has only just begun.

Under the backdrop of rural e-commerce promotion to the development of the rural economy and the revitalization of the agricultural industry, the rural household appliance market has become more and more obvious at the channel level, and rural consumers have also begun to focus on experience, branding, and the consumption environment. In the purchase of home appliances are more likely to have brand protection of local stores, online shopping is not new, which gave a large number of Jingdong, including home appliance channel business transformation and upgrading bring about space.

The transformation of home appliance service providers in the vast rural areas is a microcosm of the era of consumer upgrading. According to statistics, the market size of JD.com’s home appliance market has increased by a factor of 4 in 2017. The sales of home appliances in the county market during the double 11 period last year accounted for 40% of JD’s total sales of home appliances. If this year's channel sinking can successfully capture more markets, It is expected that the market share in 2018 is expected to grow further. By then, the gap between urban and rural household appliances will be balanced or even reversed. The rural market will become the main force in the home appliance market for the first time. This will undoubtedly become a new factor in the household appliance market in the future.