How does e-commerce operate a brand? (two)

　　In 2011, after Double Eleven, due to some express delivery factors and some backend shopping chain factors, the goods might not be shipped at that time. Then it ended up leading to a series of complaints, and the store ratings plummeted. Maybe everyone is very clear that in 2012, from the entire Tmall level, the store ratings and punishment rules were paid more attention to. There were two basic requirements for reporting various activities at that time. The first item is the rating on this store. Are you punished for falling? Penalties are divided into Class A penalties and Class B penalties. If you talk about these two factors, as long as you commit one of them, there will be no drama in your activity. So it could be said that it was very strict at that time. It happened to be hit and caught up with the Spotika men's clothing, resulting in the fact that its activities in 2012 and the recommendations on its entire category list were not advantageous. Including a ranking in the search, it was also greatly affected, which affected its sales throughout 2012. So this also tells us again that activities are not the fundamentals, and basic operations are the focus.

　　Then, for us, what should we do? Especially this year, the concept of new products has been greatly added to the clothing category this year. This is the new product. Because last year, the proportion of unit price deductions in event registration has been increased last year, new products have been added to the clothing this year. I remember that from last year you can see that clothing has several important indicators, and the unit price is one of them, and it even accounts for 35% of a certain cosmetics. Then there is the conversion rate, and then the dispute rate, which may account for 15%, and there is also the store rating, which also accounts for 10% to 15%. The weighting of these items, and of course, there are other factors that determine your quotation on an activity page, from top to bottom and from left to right.

　　Of course, we find that these things will also have loopholes, including people with particularly good IQ and smart people, and they will determine these indicators to make some algorithms. He could figure out how to successfully register for Double Eleven and how the system could run. I remember someone did this last year. However, the two basic items, such as the store rating and penalty points, may be out of place for the entire event if these two items are taken down. I remember last year we started a Tmall membership Christmas event investment, and I initially recruited 20 merchants. As a result, when the event was about to go online, 10 or 8 out of 20 businesses said they could not participate in the event. Why? They are willing to be punished. So last year, there were a lot of merchants who were affected by this situation. This year, please remember that we must continue to study our rules and various activities registration rules, including the rules of this store on Tmall. Every sentence of these rules is not nonsense, every sentence is useful, please be sure to read it carefully.

　　Then the second item is this C2B. What is C2B? My understanding is that in the end it may be an era of personalized customization. It may be that e-commerce will really change the industrial operation system of traditional enterprises, especially factories, and this will be a revolution. But I think this will be staged, so there may be a batch customization in the previous wave. Because if you do personalized customization now, for many factories, their supply cannot be afforded, and the cost is too high. So we need to do batch customization first. Before batch customization, we first make something called preset, which is the Tmall preset channel. But the Tmall preset channel is now, we have not yet invested in foreign investments, we call it targeted investments. Our Tmall preset channel is based on society, for example, screening a group of high-quality merchants from the system, and finding a group of high-quality merchants to cooperate first. However, the first batch of these high-quality merchants are mainly brand merchants, which are some well-known offline brands . This is the preset. Next, the market may have changed a little, and there may be something personalized. For example, if you are making clothing, you may be a hit before making clothing, then there are new products, and the other one is a trendy brand. We found that men's clothing like Spoditka, including men's clothing like Taobao brands, can sell very large amounts, and can reach tens of millions or even 100 million a year. However, we found that there is something that has not been improved, called brand bargaining power. What does it mean? I sell my jeans for 20 yuan more than other brands. Can the market accept it? Can you accept selling for 30 yuan? The extra 20 yuan or 30 yuan is called brand bargaining power. So we found that in the field of clothing, there may be a wave of follow-ups, focusing on the markets of post-85s and post-90s, called trendy brands, which is a group of trendy brands. Their unit price is not low. Maybe ordinary shirts, ordinary T-shirts, or other merchants can sell for 70 or 80 yuan, and it can be sold for 150 to 200 yuan. Finally, I found that this market exists. Because if you haven't tried it, how can you know if this market exists? But I tell you, they have done it now and found that this market is real.

　　Then next is the brand distribution system. In fact, brand distribution has been in progress since 2010. I said at that time that when we went to Hongxingerke, Hongxingerke was also doing distribution, including that of Xtep, also developing distribution. But XP's e-commerce director is Zeng Tao. He talked to me about his distribution system, and only talked about one distribution for two hours. At that time, XTB did a relatively advanced job in distribution. Next, Hongxing Erke was also doing distribution, but their distribution did not follow Taobao's distribution system. So because of this, its sales are not included in the sales in flagship stores, which will affect search. Because the sales volume in the entire search ranking weight was relatively high in that year. So later we returned to Hangzhou and did something, adding it to this distribution system, and quickly improving its ranking in search. Then, because at that time, this distribution system might be in use, but it may not be very useful, so some external products, including merchandise and distribution software are needed to be used together. At that time, I remember that at the end of 2010, there was a brand that made shirts and men's shirts. At that time, it lacked a team and wanted to enter the Taobao market. In the end, the last way we found was distribution. Then in 2010, it was made 180 million, which was done by one thousand distributors. So, including another one such as Arctic Velvet or Antarctic, I believe most of them should also come from distribution. So the power of distribution is endless. You now find a large group of smart people to help you sell goods. Especially some products with relatively small SKUs, maybe after the entire baby is uploaded, it is not as dazzling as other stores. Babies like these may be single and may be suitable for development of distribution.

　　Then the fourth part is business growth and backend services. This year, there are many more departments that do business growth. One is Yifan and their team, who used to do business training. For merchant training , they have another piece this year, which is called the merchant growth team, which includes a system for merchant growth made by Binke and others. In this system, it basically covers all Tmall merchants. If you have a corresponding small account and any notifications can be sent through the corresponding system. If the merchant has any problems, you can also return it directly to Tmall through this system. There is also a physical examination report that Yuan Qiang is responsible for. It is mainly for customers of waist merchants. It will be tailor-made for them and will give them a physical examination report first, just like going to a hospital for a physical examination. Let's take a look first. Through this physical examination, we found that the store is doing better and healthy, and which aspects are not doing well. At this time, the colleagues in charge of business operations will intervene and will provide some targeted guidance. So what is very important for now is that the area of ​​clothing merchant operation has been specially designated. What happened before? In the past, buyer operations and seller operations were put together and not separated. Then we found that in the clothing, men's clothing, women's clothing, and underwear, basically this year separates buyer operations and seller operations. Seller operations are mainly responsible for the layered management of sellers and the construction of a merchant growth system, including seller training, and providing some daily guidance for merchant operations, which is to do these tasks. Therefore, it is more targeted after separation. Of course, there are also no separate ones, such as men's and women's shoes, basically not separate. There are also sports categories, and the buyer line and seller line are not separated, mainly because Lin Li is responsible. At least we see that men's and women's clothing should be considered an attempt to Tmall category, which shows that from the perspective of category, this year we have attached great importance to the growth of merchants. In addition to Tmall’s Merchant Growth Department and in addition to the category merchant growth team, Alibaba Group has also established a large customer department. I met Jinguan that day. Now he works in the big client department and he provides some training for big client representatives . These big customer representatives are equivalent to the group's customer satisfaction department. They will find some data from the system, find some customers with large contribution indicators to Tmall and the group, and then have one-to-one services for these big customers, so this is the group's big customer department. They are not business departments. They will understand some of the pain points and difficulties of the merchants in the growth process, as well as the areas where Tmall, Taobao, and Alibaba Group need to cooperate, and promptly feedback the problems. Then the handling of the matter will be done by the business department, such as Tmall and Taobao, and will help them handle it. So, all departments are doing this this year, including the previous customer marketing department, which may also be doing this business growth department. I carefully read the customer marketing department that was done in 2011, and they made a special analysis for clothing categories, cosmetics categories, and various categories. This analysis is very in place, an analysis of the upstream and downstream of the industry chain, an analysis of customers, and an analysis of Taobao stores and Tmall stores. Who made their report? It is the development department of the direct train. Because the express train is relatively targeted for them. To be honest, I admire people who do a good job in the express train, which still requires a certain degree of operational skills. I have visited their department before, and they are also doing some business growth and training. Then I also mentioned it just now. For example, in addition to the merchant growth team, there is also a merchant training team, which is done by Yuanwu and others. There is also a search engine solution. He posted a PPT, which had a total of 68 pages. I was stunned at once, which included a lot of buyer models and seller models. They were also doing this at that time. Then after we used this method to guide merchants, we found that this has greatly improved the traffic of organic search, which may be two to three times higher, without increasing any costs. So this is very valuable to merchants.

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