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Jinguan Club Joint Internal Training: How to get out of the misunderstanding of burning money and use the express train to gain a place

2017-05-03

　　Recently, many sellers have asked me for help with how to drive the express train? Is there any simple and effective way to play? Faced with Taobao's ever-changing rules, how can we get out of the misunderstanding of burning money? How to use the express train to gain a place? Regarding all questions about the express train, Jinguan Club Joint Internal Training will tell you how to deal with it↓↓↓

　　The joint internal training of core employees of Jinguan Club for 2 days and 2 nights from May 6th to 7th is about to begin. This time, it is mainly aimed at the operation managers or direct train managers of members. Jinguan Club is to help members succeed in all aspects and in-depth. Being with people who love learning will increase your knowledge; being with people who are positive and optimistic will increase your happiness; the second phase of the Golden Crown Club joint internal training is coming, so sign up quickly.

Jinguan Club Joint Internal Training: How to get out of the misunderstanding of burning money and use the express train to gain a place?

Click to register online to submit your information, and we will arrange for staff to contact you.

　Join the nationally renowned e-commerce network - Laogao Crown Club. Any merchants from all over the country, Tmall, Taobao Crown Store, Jinguan Store, and other e-commerce platform merchants can apply to join!

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8. Regular holidays, consumers will feel tired of purchasing

The development of e-commerce in 2021 has made many people aware of the convenience of online shopping, which has once again increased consumers' purchasing efforts. However, every day and often, will consumers not have purchasing fatigue codes? Maybe female consumers don’t, because shopping is an innate patent for girls, but online shopping is not only women, but also men. I believe no man goes online shopping every day without any trouble. Even if he sees a little bit of money during the holidays, he can buy every day, but can he bear it? This is similar to most men who don’t like shopping, and men don’t have so many things to buy.

Let’s talk about girls. I buy a piece of clothing today, a skin care product tomorrow, and a day after tomorrow. Can I buy it every day? But you can see discounts, events, and discount promotions on e-commerce every day. Today is Taobao, Tmall, and tomorrow it can be JD.com and Pinduoduo. Moreover, the time for each e-commerce event will be advanced and postponed, from at least three days to seven days. In short, if you look at it this way, you will buy it every day. Little do people know that when holidays are frequent, consumers will feel tired of purchasing.

9. E-commerce cost issue

很多人认为电商低成本，实际上，电商的成本费用不比实体门店低多少，甚至要高。以京东、天猫为例，在其中不仅有服务平台扣点、货运物流、再次包裝、税费、损坏赔偿，也有巨大的流量成本费用、人员支出。

Offline physical stores can depend on the natural customer flow under the advantages of the natural environment, while e-commerce visitors and traffic must purchase and attract traffic and advertising investment. Many stores do not support traffic delivery.

Therefore, in terms of overall cost and expense, e-commerce is higher than physical stores. The only advantage is that it has a wide coverage and more convenient consumption time. Due to high costs, no professional e-commerce company hopes to lower or even reverse the revenue to promote promotions. Naturally, except for Taobao and Pinduoduo, e-commerce is usually their incremental or inventory clearance.

10. Manufacturer’s regulations on e-commerce prices

More and more immature manufacturers are already in investment promotion cooperation. They regard e-commerce as a special tool for placing a price rather than a sales channel . Therefore, they expect e-commerce platforms to have a benchmark price. This benchmark price must be higher than the specific transaction price for offline promotion. The purpose is to promote investment promotion cooperation or to promote the completion of offline promotion, live broadcast rooms, and TV shopping. The benchmark price is generally two or three times or even ten times the specific transaction price.

For this group of manufacturers, the so-called e-commerce chaotic prices in their eyes now usually refer to the price marked by e-commerce at a price smaller than the psychological estimate.

Especially after the popularity of live broadcasts, the prices of JD.com and Tmall became the benchmark price of the live broadcast room. As long as a product has a live broadcast room, the manufacturer must stipulate that the price will increase, generate a benchmark price, and guide consumers in the live broadcast room to pay and purchase .

This issue is very easy to deal with, and it gives e-commerce channels certain economic compensation and advertising expenses. After all, e-commerce is a tool at this time, promoting offline promotion and investment cooperation and other sales. Take me as an example. If I bought the money and purchased the goods, and you asked me to pay the price for other channels, then I naturally don’t want to. By the same token, if I am less than the offline promotion price, the manufacturer is unwilling to do so. Since this is the case, the same price for offline and online is the best choice.

11. The risk of e-commerce carrying prices

When e-commerce becomes a price tool, that is, falsely reporting the marked price to serve the manufacturer's investment or demand, it has already involved illegal activities.

《规范促销行为暂行规定》（2020年10月29日国家市场监督管理总局令第32号公布）第21条规定，经营人折价、降价，理应标注或是通过或是便捷消费者了解的形式表明折价、降价的标准。未标明或是表明标准的，其折价、降价理应以同一个经营人在同一个经营地内，在这次促销活动前七日内最低标准成交价钱为标准。假如前七日内沒有交易的，折价、降价理应以这次促销活动前最后成交价为标准。

At the same time, it violates the "Regulations on Administrative Penalty for Price Illegal Acts" that the same product or service are given and price discrimination is imposed on those with the same transaction conditions or operators.

12. The integration of e-commerce and offline channels

Many people think that e-commerce and offline are contradictory, but in fact they are not.

As one of the sales platforms, e-commerce is complementary to physical sales channels. It can cover areas that dealers cannot cover and areas that cannot be reached by the manufacturer's investment promotion system. It can make customers purchase 24 hours a day, and can provide consumers with convenient and fast services such as home delivery. At the same time, these two consumer groups are not the same. E-commerce consumer groups are used to buying at night, usually office workers, and do not buy offline for too much time. A considerable part of the consumption is impulsive consumption or advertising guidance at night, and there is no impact on offline.

Under the conditions of reasonable overall planning, the synchronization of the entity and the online prices will not affect each other . I am afraid that e-commerce will be used as a tool, and of course it will not achieve sales.

E-commerce issues

13. Problems in the live broadcast room

The product quality problems and false advertising problems caused by the wild growth of the live broadcast room have long been highly valued. The period of using the live broadcast room as a method to harvest ordinary consumers and achieve profit growth is about to end. If the live broadcast room cannot change the current low-quality, low-price, and false advertising issues, it will soon be dealt with by the regulatory authorities and abandoned by consumers.

Today, the live broadcast room is not only a network live broadcast platform and online anchor, but many manufacturers provide high-code scanning, low-cost and low-quality products tailored for the live broadcast room. The chaos in the live broadcast room ultimately lies in the manufacturers' hopes to quickly harvest consumers. At least at this stage, it is not a healthy market behavior.

14. The authenticity of e-commerce products exists from beginning to end

Recently, several major e-commerce platforms have been deeply involved in the authenticity of products and have been questioned by consumers. As an e-commerce platform, how can this type of fake products be allowed to exist? To deceive consumers, you will be the one who will harm yourself in the end. Consumers are the foundation of e-commerce, especially old consumers. One person can take a fewer groups. Therefore, e-commerce should strictly control the authenticity of such products to prevent fake products from being given to consumers. This involves reputation and brand issues. Whether it is large and medium-sized e-commerce companies or individual e-commerce brands , they should be taken as a warning to prevent such things from happening.

15. Logistics problems need to be improved

Many products are lost or left behind in the hands of consumers due to logistics reasons. The author believes that when all online shopping consumers buy goods, logistics can give the goods 40 points. Under normal circumstances, if a product is more than three days, it will be difficult for consumers to trust the logistics of the product. What follows will eventually be a loss of confidence in the store or the e-commerce company. If the product comes late due to logistics problems repeatedly, consumers will no longer trust the store. Logistics problems have always been the shortcoming of e-commerce. Despite the improvement over the years, with the increase in express delivery fees, slow delivery may occur from time to time. This depends on the efforts of e-commerce companies . If logistics problems are not improved, consumers cannot afford to wait.

Problems in e-commerce

Although there are many problems with e-commerce channels, in addition to group buying, we will continue to accelerate the basic construction of e-commerce channels, continuously eliminate and improve categories, cooperate with many manufacturers to explore a path of mutual benefit and win-win, and will also increase the development of independent brand products of strong fragrance and fresh fragrance.

The reason is very simple. The market has changed. The letter generation is about to retire, and the generation living on mobile phones has grown up.

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