Buying a pillow takes a few hours to compare and select among dozens of brands and hundreds of products. Is this path a bit long? Is there any solution in the industry that can shorten the user's purchase time, and at the same time ensure that users can buy quality products without picking them?
As a retailer, should we go deep into the source of research and development to control and control? Is the traditional channel relationship challenging in terms of model? Is there a possibility and imagination for retailers or more specific e-commerce to establish deeper relationships with third-party brands besides channels?
After some understanding, Xiaomi has a model of the product in the first half of this year, or a positive answer.
Quality control into core competitiveness
Looking back at several changes in the development of China's retail business, we will find that the people's yard is the core but the key factor driven by every change.
Taking ebay and Taobao as examples, it satisfies the demand for shopping at home. As the earliest exploration of the online retail business model after the convenience store, the key word at this time is to move the goods online and connect people via the network instead of the physical store. With the field, the network becomes a new scene and virtual place connecting people and goods, bringing a sense of freshness to users. However, the miscellaneous goods, poor quality, and price chaos are caused by the deterioration of the user experience.
After that, Jingdong and Taobao Mall introduced a brand in the people's goods yard, which made the relatively good big brands in the traditional retail industry get an electric shock. It is impossible to say that the big “Jingdong†built by Liu Qiangdong was removed. C2C's dross, and retain and inherit the online connection between people and goods. At this point, the customer is no longer facing individual small sellers, but big brands such as Uniqlo, H&M, Haier, Skyworth. By moving the big brands with quality assurance to the Internet, the user experience has been improved, which has resulted in Jingdong and Tmall, which has been transformed from Taobao Mall. Later, as in the case of Vanke and NetEase, the B2C model was strictly selected, but it was still the vertical version and the abbreviated version of the Jingdong model. The relationship between the people and the freight yard was not reconstructed.
The boutique e-commerce model represented by the product has just begun. The key word is that the re-construction of the people's goods yard is not as simple as moving the brand to the Internet. Instead, it focuses on the connection between people and brands, people and goods from the source of research and development. Although the “field†is also a broadband-connected Internet, this virtual space is shortened by a deliberately limited category, while focusing on consumer feedback, from human needs to product development to shelf sales to user feedback. Iterate and upgrade again according to this interlocking process.
In this case, people are involved in the whole process. Although consumers may not be aware of it, the source of research and development is actually consumer-oriented. Moreover, in the goods and on the field, the limited SKU of the category is reduced, and the consumer is given the experience of buying good quality without selecting.
The reason why consumers ensure that they buy good quality goods in limited categories and SKUs is precisely because they focus on R&D and quality control from the source.
One background here is that whether it is traditional supermarkets, convenience stores, or Taobao, Tmall, Jingdong, and Netease, they all act only as channel players, and they do not involve quality control and research and development at the source. In contrast, there are products that can be summarized as “platform + ecologyâ€, which are mixed, some of which are self-operated, relying on the Xiaomi ecological chain, the ecological chain enterprise has complete product design, production, supply chain capabilities, but strict The difference is that instead of going to the factory to buy the ready-made things, they are developing themselves and starting from the source. This kind of practice from the source makes quality control a core competitiveness. In other words, in the product, R & D and quality control is no longer the manufacturer's own business, but also a major event, there will be a team dedicated to the source of research and development and quality control work, which in the previous offline online retail It is rare in China.
Fully empowering and collaborating on the brand's ecology
Focusing on empowering Xiaomi Ecological Chain Company and third-party brands is a unique way of playing the product model. For example, Xiaomi Ecological Chain Company 8H is a quality brand selected by the company. After it has settled in the product, it has been widely recognized by users. Behind this kind of recognition is the result of comprehensive collaboration and empowerment of the 8H brand's fun and sleep technology from research and development and manufacturing. That is to use big data for the user's portrait, through the insight and decomposition of the demand, to find the consumer's demand pain points on similar products, and then fully empowered from research and development, design. For example, 1:4:1 gold is lighter than the filling, sandwich structure, and thicker foot design, so that the 8H 3D seven-hole warming cup is lighter, warmer and not pressed. This kind of demand actually can't be accurately described and expressed by consumers themselves, but through the big picture user portrait, plus the joint research and development of the product and the third-party brand, this design and effect are realized. Another example is Xiaoji as a third-party brand. The products are also involved in R&D and design, and are empowered by Xiaoji through big data and personnel participation. It is also in this deep participation and collaboration that Xiaoji Fang has polished out a variety of "black technologies" such as silent operation, high temperature cooking, "baby wash", "free ironing" and mode expansion. A net red washing machine.
In the consumption upgrade, many traditional manufacturers have also been transformed and upgraded. They are also interested in innovating and producing products that consumers want. However, due to the lack of Internet genes, these manufacturers are bound by their hands and feet, and the products are the products of the Xiaomi ecological chain. They have the natural Internet genes and the ability to have big data for the user's portraits. Empowering, there are products that can achieve the ideal quality for every product on the platform.
This has further separated from Tmall, Jingdong, and Netease. For example, in the ODM mode, the appearance, fabric, size and other rights of the product belong to the manufacturer. The manufacturer can sell the solution and the product to multiple brands. The manufacturer is the e-commerce platform regardless of the manufacturer. s brand. While there are products to support and encourage the independent development of the three-party brands, the product brands sold are clearly marked, such as the 8H and Xiaoji of the above-mentioned fun sleep technology, and the products have not erased their brands when they are on the shelves. Moreover, this role of deep participation in research and development, design, etc., makes the third-party brand and the product have not been a simple channel supply relationship, the product not only helps the brand research and development innovation, but also helps the brand grow through the platform advantage. Remodeling, and then form a platform for healthy development + ecology.
This year's Double 11, the product launched the "11 points shopping rules", intended to save the "choose phobia", allowing users to complete an efficient shopping experience in 11 minutes without picking the eye. Behind this, in fact, it is precisely the possibility that the product has the quality control from the source, the research and development from the source, and the empowerment of the brand. Imagine, in addition to the goods, which e-commerce platform will encourage users to "less one point to choose, more one point experience"? From this point of view, the good play of the product is still behind.
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