The competitive nature of the second half of the e-commerce platform is the competition between supply chain aging and supply chain barriers.
After the 618 E-Commerce Festival, many star nets, red rushing, Taobao live sales, driving the consumption boom, in the just-concluded Suning 818 shopping festival, Suning and the fast-handed collection of the top ten net red live delivery, the battle is still not Vulgar: After the rush at 18 o’clock, Suning sold 100,000 data lines in 90 seconds. Within 2 hours of opening, the overall 3C parts sales increased by 703% year-on-year.
A series of data shows that the live delivery of goods is getting more and more hot, and Li Jiaqi, Wei Ya and other net reds are getting more and more powerful.
According to QuestMobile’s “6.18” E-Commerce Report of 2019, the per-use time and number of live online shopping users are higher than the mobile e-commerce market, including nearly 80% of online shopping users. Consumption power is at a medium to high level.
The data shows that Taobao live daily is about 800~10 million, and there are about 40,000 anchors broadcast every day. Taobao live broadcasts 100 billion GMV a year.
Why can the red live broadcast bring fire?
The live delivery will be fired for a number of reasons.
First, with the increase in customer acquisition costs for e-commerce platforms, the use of live broadcast technology for drainage and product interpretation can reduce customer acquisition costs.
Consumers under the trend of consumption upgrades, especially young, sinking market consumers rely on the guidance of opinion leaders. According to the QuestMobile report, after 90s and 00, it became the core group of the mobile shopping industry, accounting for over 40%, and their shopping desire is strong.It is susceptible to induction and impulse consumption, and the online consumption capacity is significantly higher than the overall network.
Some people in the industry have done a survey. The users who buy the products recommended by Net Red are generally women in third- and fourth-tier cities, because they choose the products in their own eyes, purchase and pick in the small county. The ability is not self-confident, relatively weak in selectivity, so it is easy to accept the guidance of opinion leaders.
When the selectivity of goods increases, there are opinion leaders through the live shopping guide, so that some consumers with difficult choices reduce the cost of purchase time. The live broadcast is instantaneous and stimulating, and can continuously stimulate consumers to buy, Follow the psychology of the public.
Secondly, the stronger the consumer’s personalized demand for products, the more and more inclined to meet the alternative delay satisfaction. We see that these net red anchors sell almost every day, the essence of live delivery is to quickly stimulate the user’s desire to buy, according to changes in consumer demand to change at any time. Once slowed down, the user’s impulse consumption is often lost.
Therefore, from live broadcast, ordering, to production to logistics to delivery, you need a one-stop solution to the pain points of consumers picking goods, and in the shortest time to produce products that satisfy enough consumers.
Because of this, the e-commerce platform is also making changes, and they are all aiming at the upstream factories to cooperate with the platform products to quickly update and ship.
This year, 6.18, the advantage of the consumer-market C2M (reverse customization) factory e-commerce model gradually emerged. “Factory direct sales” is becoming the key word of the main platform of today. Alibaba’s cost-effective platform and daily sales platform also launched a promotional campaign for the joint industry belt during the 618 period. Jingdong earlier formulated the “Direct Factory Excellent Product” program, which aims to provide and consume more than 100,000 manufacturing enterprises nationwide. Efficient connection.
There is a lot of new products, new brand plans, Suning’s “branding”, Netease koala global factory stores and other new models of cooperation between factories and factories.
The live sales are changing the way of playing and e-commerce platform. The factory is directly connected with the e-commerce platform, and it is getting closer and closer. From this perspective, factory e-commerce may usher in a new wave of outbreaks.
The spring of the factory e-commerce is here?
The factory e-commerce model began to develop in 2016, and was pushed to the top in 2018. By 2019, mainstream giants have already started, longThe competitive landscape has taken shape.
In essence, the factory e-commerce is to move the factory to the line. The Internet e-commerce company provides the channel and flow solution to the upstream factory. The essence is to remove the middle brand dealers. The platform directly connects with the manufacturers and quickly customizes. Goods, at present, there are roughly three types of factory e-commerce models.
One is C2M e-commerce (small and medium-sized manufacturers, factory-owned brands, factories need to operate independently), which is an anti-traditional model: no longer from the factory to the consumer, but from the consumer to the factory, the factory Through the platform to grasp the specific needs of consumers, to produce and manufacture the corresponding products. The typical e-commerce platform has a lot of competition, Taobao sells every day.
The second is ODM e-commerce (quality manufacturer, e-commerce brand, factory does not need to operate). ODM English full name is “Original Design Manufacture” (original design manufacturer). It is a manufacturer that designs and produces products according to the specifications and requirements of another manufacturer, that is, it is specially accepted for the production requirements of other companies. The brand is the customer’s brand, and the core competitiveness is its ability to design and produce quality.
is an evolution of the past purely processing model (OEM), which began to try to design products to win orders.
The typical e-commerce platform is selected by Netease, Beijing-Tokyo, and Taobao. Similar to NetEase’s carefully selected model, it is directly connected with big-name manufacturers. The advantage is that it can remove the high brand premium, squeeze out the advertising public relations costs, and eliminate the intermediate links. And Ali Taobao is taking the C2M and ODM modes.
The third is the incubation of the Top factory brand. That is to say, the e-commerce platform guides the factory production through big data, and advocates the brand of the batch hatchery factory, and selects the star brand to focus on training. For example, the “new brand plan” launched by the company and the “brand-branding plan” that Suning has purchased are all such models.
Although ODM e-commerce has been cut into the upstream factory since its inception, and deep into the manufacturing industry, in this model, the factory and the brand are an integrated combination of symbiosis and co-prosperity, but the C2M model seems to be more suitable for live delivery. demand.
The current C2M strategy is generally popular in de-stocking in the field of clothing. In the past, it was the order of the brand and the factory re-produced, but the order quantity was predicted based on past sales data, which has huge uncertainty.
When the live broadcast mode is combined with the factory e-commerce platform, the manufacturer and the consumer are directly connected. Through the network red live broadcast front-end data, the factory can know the specific needs of consumers, for example, an upstream garment factory, a style of clothes may be Will produce thousands, tens of thousands of pieces, from the selection of materials, design styles, proofing, scheduling, production costs, after docking the e-commerce platform, you can get a series of consumption data, it can improve the program according to the consumption data, make the product more Suitable for consumers, the size is closer to the needs of consumers, and the number of orders is more accurately estimated, thus reducing the overall cost.
So,Compared with the past, whether it is C2M or ODM, it is necessary to improve the production effect and the speed of rapid response on the original basis. The cooperation and division of labor between the factory and the e-commerce are getting higher and higher, which will force the factory to be more High quality and streamlined production upgrades to match the throughput requirements of the platform.
Live delivery has solved the pain points of the factory brand
In the past, in the C2M and ODM modes, although the factory brand can be customized to the e-commerce platform, the pain point is no traffic, and there is no strong way to bring goods.
It can be said that the outbreak of the net red live delivery has solved the pain points and shortcomings of this layer. The main competitive advantage of the net red anchor sales is price competitiveness. It will emphasize that the “lowest price” and the low price of the factory can guarantee small profits but quick turnover. After the sales volume is increased to a certain level, the natural search of the brand manufacturers in Taobao will be automatically improved. Rankings lead to higher repurchase rates.
From this point of view, the demand for the network red anchor and ODM manufacturers hit it off. The factory brand provides competitive factory prices for the main broadcasters, and the live delivery of goods meets the demand of the factory brand for traffic, so that the factory brand has a higher brand exposure, and some live sales games even go directly into the factory. The factory’s production equipment and logistics warehousing have also become the target of promotion.
More specifically, in the cooperation with the network red anchor, because there is more anchor traffic support at the front end of the platform, the product can be substantially adjusted according to the feedback data of the platform to reduce the price of the product. Increased speed and inventory turnover efficiency.
The live delivery of goods is in line with the direction of the upgrade of the domestic factory e-commerce model – from building a brand to the factory, providing services, and providing traffic, achieving a win-win situation and forming a stable supply chain control.
Low-cost volume requires the supply chain optimization capabilities of factory e-commerce
Today, more and more e-commerce platforms are in the main network red goods, the relationship between e-commerce and factories is getting closer and closer, on-demand, on-demand mass production, low-cost traffic The management requirements for the supply chain are getting higher and higher.
Net Red Live needs to ensure lower prices to increase the volume and strengthen the fan’s stickiness, but even if it is a big anchor with strong cargo capacity, if there is no high speed and product richness, it will not bring Starting sales.
As some people have said, if Li Jiaqi is doing live delivery in the United States, even if he can get the same number of orders, he will not be able to deliver so many goods to the customer immediately, all of which involve factory and supply chain aging. . Many net reds with strong cargo capacity have moved to the nearest place in the supply chain in order to ensure stable supply.
The important competitiveness of live delivery capability is to be able to achieve low-cost and rapid response. It requires the factory e-commerce model to achieve extreme performance.