Taobao: How To Meet The New Needs Arising From The Upgrading Of User Consumption?

"A list of tens of millions worth of factories", which reads more than 150 million, exposes a list of the world's largest manufacturers in China.

"Domestic consumers are willing to pay for good products."

"The product is paying," said the author of the post, "evil demon king". "But one obvious problem is that they don't know where the good stuff is, which is far from enough for me."

Taobao's "China made" platform is working with manufacturers in China to overcome this problem with "cheap goods and good quality" and "quality ecology".

New problems of foundries

We only know how to produce, do not know how to sell, and for many years, we have built up a large number of foundry factories for China to "stand up to the world factory".

How to reduce channel cost and improve conversion rate?

The influence of Lin Chao River, chief executive officer of the campaign, once had a headache.

As a foundry of Nike running shoes, play in search.

After the factory moved, it started to make its own brand, but there was no good channel.

Another OEM factory that has served UGG, Daphne and other brands has launched its own shoe brand "Daike Wei" after the pformation, and has been under the main line for many years.

"The cost is big, the audience is too narrow, the competition is cruel, the homogenization is serious," Zhao Jing, the head of operations, recalls. "The peak season is only twenty thousand yuan a month."

Play and Dai Ke Wei are the epitome of many Chinese factories.

In the view of "evil demon king", the quality of the products of these factories has reached a very high standard. But because they do not have their own and influential brands, they can only work for the big names abroad, and do the most dirty and tiring jobs, leading to the lowest income.

The factory where the "evil demon king" is located has worked as an excipient for Zara, hip monkeys and other brands.

A fact that is often overlooked is that the foundries are not only labor-intensive, but many years of production have accumulated a lot of patent technology and technology, which often contribute to foreign famous brands in exchange for exclusive purchase orders.

"I have worked hard to pfer bricks to foreign countries for more than ten years, and I know I am nothing when I run a big card."

With the weakening of foreign trade and the rising cost of labor and land in China, the international brand has gradually shifted its capacity to Southeast Asia and other places.

Those who have never worried about sales or brand problems must start to study traffic, pformation, community and content.

From scratch, the difficulty can be imagined.

Taobao's new topic

On the other side, for Taobao, the best seller, there is a whole new subject: how can we meet the new needs arising from the upgrading of user consumption?

Consumption upgrading is not a new word, but Taobao, which controls mass consumer data, has its own original understanding.

"In the past, we thought that the so-called consumption escalation was money, and consumers would buy more expensive things and make more demands.

In fact, the more important point of consumption upgrading is the promotion of consumer knowledge.

Based on the background of the Internet era, consumers will be more rational in shopping, and goods will rise rapidly at a fair price.

Taobao President Zhang Qin solved the problem.

In this sense, it is not a consumption escalation, or even a counterexample, to go to Japan to grab the toilet lid and rice cooker and go to Germany to buy nearly 100 kilograms of cutting tools. Many Japanese toilets cover the Made in China.

Taobao's big data show that consumer demand is also polarized as consumer knowledge improves.

On the other hand, the demand for seafood is concentrated on milk powder, cosmetics and other categories. On the other hand, the demand for seasonal products such as clothing, shoes and socks, general merchandise and so on.

"The signals from these requirements are very clear.

Consumers want good quality and moderately priced products. They pay close attention to the value of the goods themselves instead of paying much attention to the brand, "says Taobao," head of the China quality manufacturing platform.

In September 18th, the platform launched the China made TOP100 selected goods. The consumers responded enthusiastically: 25 thousand boxes of bamboo pulp were sold out for 10 hours; a set of basic cotton four piece sets were sold for 11 thousand pieces; a three pair of underwear with a price of 29.9 yuan was sold on average every 3 seconds.

These goods are not the lowest price, but they are the most cost-effective ones. They are "quality choices" and "wise choices".

Consumers need more such products.

Good goods online

One side is more and more smart, cost-effective consumer demand, while the quality capability has been verified by the international market foundries.

What Taobao's "China made" platform is doing is to link the two sides into an ecological closed-loop, so that good manufacturers will not worry about selling goods, so that consumers can find cheap goods.

Since the beginning of 2015, the "China made" platform has begun to integrate the most representative industrial belts and factories in the country, and directly supply consumers with the most cost-effective products through the F2C mode.

Since the "China made" brand has a significant entry in every brand of Taobao, the first thing the foundries feel is the surprises brought by the surging flow. Then they begin to feel panic: lack of operational capacity and these flows can not be met.

"At the beginning, they didn't even have P maps," said Ao Xiang, who is responsible for the "China made platform". "The growth of our businesses is the slowest. It takes 3 months from opening a shop to selling the first item, and it takes 3 months to get on the right track."

You can only teach by hand.

All kinds of online and offline tutoring classes are set up in China. They are empowering businesses from all angles such as Taobao rules, product selection, visual design, traffic operation, activity operation, content operation and after-sale customer service.

We also carefully select operators to help quality businesses grow faster.

The most cost-effective goods and goods consumers are connected in "China made".

The foregoing mention is the earliest Chinese sports shoe category business.

"Sales volume of the first activity has increased by hundreds of times," says Lin Guo He, director of operations. Because of product quality and brand operation, search and search will soon become the core business of running shoes.

Zhao Jing, director of daikwei's operation, revealed that sales volume increased by 300% immediately after entering the "China made" market, and now the monthly sales are about 150W yuan.

Those who have enjoyed the sweetness of the electricity supplier have decided to specialize in line, and no longer line up.

The other side of support is regulation.

"China made" jointly with local governments, trade unions and monitoring institutions, on-site inspection and professional inspection, to ensure the quality of commodities and curb unreasonable premium.

Through 15 days no reason to return goods, advance payment, business rules, to ensure after-sales service.

According to the "China Quality" platform leader arrogant disclosure, Taobao backstage data real-time monitoring of a number of indicators, non qualified businesses "at any time in the retreat, no mercy."

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The "quality ecology" is at that time.

"In a word, mother and baby knitwear will not regret buying Chinese goods."

This sentence is written by netizen "fawn", in the "China made" platform, she is known as "quality customer".

"Quality customer" is defined as a person who has both professional competence and content production ability in vertical field. They share the experience of selecting good and good products in the form of content, and help consumers find good quality goods and wise choices.

"Fawn" said that it is not true that "good quality goods made in China" are good quality goods.

"There is another process of change in the minds of consumers, which requires us to keep saying that we can use professional knowledge every day to speak clearly."

The enthusiasm and efforts of the customers will be rewarded: in the content ecology of "China's quality", good content will not be realized.

Through the product story, inventory, live broadcast, short video and other product tools, such as the docking mechanism of Amoy, V, and so on, the quality customers can go to factories, quality labs and other key columns. The quality content of quality customers can be given priority distribution, flow and fans, and further converted to purchase behavior, so as to achieve the docking of content and commerce.

Consumers get quality content, businesses get professional services, content producers get content realisation, and the closed loop of content constitutes part of the "quality built" quality ecosystem in China.

With more than 10000 factories and shops entering the "China made" platform, a large number of new demands have been generated, and operators, service providers, visual service providers, training institutions, etc., together with quality customers, have found their own position in quality ecology.

In addition, the "China made platform" will further support the F2B2C model.

The factory, brand service providers, designers, net red, shops together to form a new way of playing net red economy, a new link of quality and ecology.