How to build the top local online marketing portals?
Source: Shangpin China |
Type: website encyclopedia |
Time: 2015-05-20
In the short operation process of more than one year, Alibaba's characteristic China project has gradually formed the sales model innovation of "pre-sale+order agriculture" represented by flash sale, the food safety guarantee mechanism innovation represented by Suichang Pavilion and Longyou Pavilion, and the channel innovation of local life online marketing represented by Xiamen Pavilion and Sichuan Pavilion. The opening of the featured China Pavilion has increasingly become an important portal for local online marketing.
Shangpin China Website production Featured China has opened 16 pavilions, including Hubei Pavilion, Sichuan Pavilion, Guangyuan Pavilion, Shandong Pavilion, Wuyi Pavilion, Suichang Pavilion, Yinjiang Pavilion, Xiamen Pavilion, Xinjiang Pavilion, Guizhou Pavilion, Anhui Pavilion, Ningguo Pavilion, Wuhu Pavilion, Longyou Pavilion, Enshi Pavilion and Gaochun Pavilion.
Looking back on the operation process of China with characteristics in a short period of more than one year, Huiguang felt most deeply that the sales model innovation of "pre-sale+order agriculture" represented by flash sale, the food safety guarantee mechanism innovation represented by Suichang Pavilion and Longyou Pavilion, and the channel innovation of local life online marketing represented by Xiamen Pavilion and Sichuan Pavilion have gradually formed.
Three Steps of Development Strategy
So far, China with characteristics has gone through several stages:
In the first stage, we began to integrate tourism. The Sichuan Pavilion, launched in December last year, combines local specialties with Sichuan characteristic tourism resources, and combines local life services (restaurants, accommodation, entertainment, etc.) to provide users with a full range of services that are delicious, fun and easy to visit. Start to try to sell local life online.
Subsequently, Suichang Pavilion became the first county-level pavilion in China with characteristics. In addition to high-quality local products and tourism resources, the Suichang model provides a new reference for China with characteristics to solve the food safety guarantee problem of agricultural products, that is, the government should prepare food safety books, and establish a local customer service team to solve Suichang's problems in Suichang.
The second stage is intended to use local specialties to boost the strong demand for agricultural products. After the opening of the first three museums - Hubei Pavilion, Xinjiang Pavilion and Guizhou Pavilion, Hubei hairy crabs, Xinjiang fresh fruits and dried fruits, and Guizhou tea barley were all sold on Taobao.
In October 2012, Taobao tried the pre-sale mode of "snapping up the fresh" in the featured Xinjiang Pavilion of China, made an e-commerce note for order farming, and determined the directions of "production based on sales", "direct supply from the base", "experience marketing", etc.
In the third stage, the categories with Chinese characteristics will be further expanded, and industries with local characteristics may be included, such as cotton in Xinjiang, leather in Tonglu, etc. From the perspective of further aggregation, B2B business, wholesale, distribution and other businesses are also likely to enter. In terms of business module, it will not only stay on the sales of products, such as online training, warehousing and logistics.
Three major problems and puzzles of operators
"What is China with characteristics? What is the value of China with characteristics to users? If you are an ordinary user, why do you want China with characteristics? Why do you want to buy things in China with characteristics?" Pan Dongming, the curator of Suichang Museum, raised these questions.
From the perspective of the characteristic museum operators, these are all fundamental problems. If the fundamental problems are not solved, the value of characteristic China cannot be reflected.
It is urgent to create a commodity marking mechanism and open the SPU library
Pan Dongming gave an example, saying that the dried bamboo shoots in Suichang are very famous. When the buyer opened the dried bamboo shoots on the home page of characteristic China with great enthusiasm, and clicked in, it opened a search page for dried bamboo shoots on the whole network. This is a poor customer experience.
"The core problem is that it hurts consumers," said Pan Dongming.
Because there was no corresponding background commodity marking mechanism before, that is, all the commodities entering the pavilion were marked with the distinctive Chinese mark and the certification mark of the local pavilion. Therefore, when buyers search for specialty keywords on Taobao, the search results will not reflect the regional attributes of the specialty, so they cannot be led to the local pavilion for transaction.
The marking mechanism has not been established, which is a "hard wound" in Pan Dongming's view, but he does not deny that the marking mechanism will give operators great rights, which may lead to rent-seeking opportunities, that is, who pays the money to whom to mark.
The profit mechanism is still unclear
In the business model envisaged by the project with Chinese characteristics, it is obvious that all parties benefit from it.
For consumers, find more distinctive things on the platform and form an interactive community here; For sellers, they can directly connect with the terminal market and obtain data feedback to sell products and enjoy services such as agency operation, wholesale and training from this platform; For the government, e-commerce can promote the local economy to connect with the market faster, realize industrial transformation and drive local employment; For Taobao, it can enrich its categories, improve its quality image, and introduce more new users through offline resources.
In Pan Dongming's opinion, county level pavilions are easier to do in local branches because they can make money by integrating the supply chain. Even if Taobao customers and other profit sharing charging models are introduced in the future, for provincial libraries, the profit model is still unclear, and this problem needs to be solved together.
'Taobao China' is not 'cost-effective', and the existing traffic is limited. For example, we invite investment from a store that will share profits with you only if it is valuable in the featured China Pavilion. " Pan Dongming said. Therefore, although he accepts the profit sharing models such as pay per click and pit auction fees in his thinking, he also believes that the current environment is not very mature and can not solve the problem of drainage well, so it is impossible to play like Juhuasuan or Tmall in the profit mechanism.
How to attract traffic and establish a better drainage mechanism
"Now, about 20000 to 50000 people enter the Xiamen Pavilion through Taobao's home page every day, and a Xiamen Pavilion needs 100000 to 200000 traffic to support its existence. So how does the traffic come from, and how does the traffic share with each other? Can Taobao travel, local life and other more sectors get through from within?" These problems perplex Luo Qinglong, the curator of the Xiamen Pavilion.
In Huiguang's view, Taobao China has a fixed traffic support, an entry on Taobao's home page, a discovery mechanism based on specialty categories, and tool support for the underlying products, including the data background. In terms of categories, he hopes to do some marketing support horizontally to form a focus. In the future, it will gradually introduce a drainage mechanism with Chinese characteristics to enhance the flow of local museums.
How to attract traffic, how to jointly create influence, realize resource sharing, complementary advantages, mutual help and self-discipline, and jointly promote prosperity are all problems that need to be solved urgently by local characteristic museums. Pan Dongming, the leader of the Alliance, proposed to jointly launch activities to attract more attention and traffic. "The campaign was launched by the Alliance and then submitted to Taobao for review. For example, the Fresh Fruit Festival last October was a military training, which was planned by a deputy alliance leader, matched the needs of the campaign with Taobao, and then integrated product information and media resources across the country to jointly launch the campaign."
"After the alliance, every curator will focus on the resources he has. When there are large-scale activities, he will focus on" blasting "them, and this influence will come." Pan Dongming is looking forward to it.
The way out is to shift from plan to market
In fact, the real difficulty for the waiter of a project with Chinese characteristics is how to integrate so many business levels and how to achieve online and offline resource connectivity. In the future, "Taobao will do more technical support, and other services will be centralized in local pavilions," Huiguang said.
"According to Taobao, this is from a planned economy to a market economy." Pan Dongming said, "The advantage of doing this is to fully use the wisdom of the market and reduce their own operating costs."
Source Statement: This article is original or edited by Shangpin China's editors. If it needs to be reproduced, please indicate that it is from Shangpin China. The above contents (including pictures and words) are from the Internet. If there is any infringement, please contact us in time (010-60259772).
