Some views on JD. Self-operated mode and POP mode of COM

? The author works in a traditional grain and oil enterprise and is responsible for the self-operated business of JD.COM Platform. Of course, in addition to JD.COM's proprietary business, there are JD.COM POP, new channel channel, proprietary business belongs to B2B plate, and POP belongs to B 2C and C2C plate. This paper only discusses two modes: self-operated module and JD.COM POP.

? Self-operated mode, namely B2B mode, refers to the business-to-business mode. Yes, the self-operated merchants in JD.COM are not connected with consumers, but with the purchasing, sales and sales personnel of the platform. We are more like a supply channel, selling goods to JD.COM, assisting the operation of the platform, and then selling them to consumers in JD.COM; POP is B2C and C2C mode, which is divided into official flagship store and personal franchise store of XXX brand in JD.COM. The former is that the brand opens its own store in JD.COM channel, while the latter is that various agents or retailers sell the brand's goods on it. For consumers, the impact of these models on them is not so direct. For people engaged in the e-commerce industry, it is very different. Now let me talk about the differences between different modes.

First, customers are different.

? Self-operated mode, the main customer of the brand side is JD.COM platform, which is a channel side and belongs to B2B. JD.COM platform first buys goods from brands and then sells them to consumers. The platform is B2C to consumers. When the brand sells the goods to the platform, the transaction is actually completed. Just wait for the money to return to the supplier's account during the accounting period, and then the platform will sell the goods to consumers. JD.COM is a self-employed, the payment period is about 60 days, and the grain and oil deduction point is about 10%- 15%.

? Under the POP mode, the main customers of the brand are consumers, mainly retail customers, belonging to B2C, like the official flagship store of JD.COM XX brand. General brands open their own stores in JD.COM, operate their own store-based operations, directly connect with consumers, and only operate their own brand of goods. There is also an individual franchise store, which is generally a franchise store that retailers and agents obtain brand goods through various channels and then set up on the platform of JD.COM. This kind of store is also directly connected with consumers, but the goods sold are varied and all kinds of brands of goods are available.

? Second, the difference between supply chain port and customer service port.

Self-operated mode: after the supplier places an order to buy goods on the platform, the goods will be transported to JD.COM warehouse in a unified way, while the consumer places an order to buy self-operated goods, and Jingdong Logistics delivers them. The customer service in JD.COM is responsible for after-sales, but the supplier is not responsible for this.

? Under the POP mode, brands should set up supply chain teams and customer service teams, and have their own warehouses to manage goods. Consumers need to send express delivery independently when placing orders, and the customer service before and after sales is also the responsibility of the supplier's own customer service; The same is true for individual franchisees, which are responsible for suppliers and pre-sales and after-sales customer service.

? In addition, it is worth mentioning that pop brand stores and individual franchise stores can also make Jingdong logistics distribution. If you want to apply for JD. COM logistics, jingdong express will pick up the goods at home and deliver them. The mode is the same as that of the four-way bridge. However, the use of Jingdong Logistics has weight on the JD.COM platform, and some consumers will choose products specially delivered by Jingdong Logistics. Of course, you don't understand the ingredients of self-support and POP using Jingdong Logistics.

Third, the differences in daily operations.

Although the self-operated mode is B2B, it doesn't mean that everything will be fine if it is sent to the warehouse in JD.COM, but there are daily operations. This operation is called assistance operation, and the supplier needs to provide a team to assist JD.COM in purchasing and selling. After all, only suppliers know their products best and know which ones are good to sell. Self-operated mode: JD.COM Supply and Marketing Association will allocate a lot of traffic resources to you every day, which is free, yes, it is free. The supplier's self-operated team is responsible for reasonably allocating these traffic resources to its own products, so as to generate sales as much as possible.

The daily work of POP mode is to improve the exposure of its own products through quick marketing, and then guide consumers to place orders, clinch deals and deliver goods through pre-sales customer service and other means, which requires giving full play to the operational ability of the operation team. The operating ability of the same brand POP stores is basically more sophisticated and flexible than that of the self-operated teams, but the sales volume is generally far less than that of the self-operated products, because there are great differences in resources and costs between them.

Fourth, the difference between resources and costs.

? There are three main types of resources in the self-operated mode: free resources in the platform station, promotion resources based on through train, and resource packages based on investment resources.

? Free resources in self-operated mode, spike in JD.COM (KA merchants have matching quantity, and daily sales can reach more than 65,438+10,000), spike in category, spike in brand, flash purchase in JD.COM, single pit in activity venue, spike in limited resources in JD.COM supermarket, etc. These resources are so numerous that at least one person has to contact JD.COM constantly for sales and reporting every day.

? Express delivery, customer selection and other promotional resources, which is a marketing tool based on Beijing Zhuntong. In addition to reporting free resources every day, in order to get more traffic and sales, some people in the self-operated team will also be responsible for the express delivery of self-operated goods and pick customers. This costs money, but for JD.COM Express, self-operated merchants can double record 68% at present, which means that you spend 65,438+million, and the rebate will offset 68,000. POP merchants don't double record this, which means that the marketing cost of self-operated merchants and POP merchants to open the same product is only 32% of that of pop merchants.

? Investment promotion resource packages are generally available in big nodes, such as Grain and Oil Festival, Dragon Boat Festival, Mid-Autumn Festival, 6 18, Double Eleven and other months. The platform will package and sell resource bits, which are generally divided into T 1. T2 and T3 files. The price of resource packages ranges from 0.2 million/200 thousand to 5 million, and there is also a ratio of double recording, which is between 40% and 70%.

? The resources of POP mode are mainly based on the promotion resources of through train and the purchase of various spike resources.

? In POP mode, traffic mainly depends on express marketing tools. Generally, they don't have double recordings. They burn as many as they want. Then QQ group buys JD.COM spike, category spike, brand spike, flash purchase resources, etc. There are so many self-operated businesses here that they may not be used up. JD.COM spike, flash, sell expensive, a JD.COM spike fifty thousand, a JD.COM flash for three days thirty thousand. POP merchants are economical to buy, which is why my colleagues who do POP hate me every day. He is desperately looking for resources every day.

Fifth, the operation expansion in POP mode.

? In the self-operated mode, in addition to the self-operated flagship store of JD.COM XX brand, there are many self-operated stores to enter, such as the self-operated flagship store made in Beijing and Tokyo, the self-operated store with category theme and the members of JD.COM Plus.

? The establishment of self-operated flagship stores in Beijing and Tokyo is equivalent to JD.COM opening a store jointly funded by JD.COM and merchants on its own platform, which is produced by suppliers and then branded by JD.COM. All kinds of goods have joint funds. Building self-operated flagship stores in Beijing and Tokyo is more like the existence of JD.COM grocery stores and various JD's. COM theme goods.

? Category theme self-operated flagship store is the flagship store of different brands with the same well-known theme, such as JD.COM grain and oil category Wuchang rice self-operated flagship store, which includes Wuchang rice brands such as Qiaofu Courtyard, Lujiayuan, Sunflower Sunshine, Mill Mijia, etc. Wuchang is a symbolic northeast rice producing area in China, and Wuchang rice is a symbolic product. This is a category-themed self-operated flagship store, and other self-operated theme stores similar to beauty are the same thing. All the self-operated goods of well-known brands are put into one store to operate separately.

JD.COM PLUS member store, which only serves customers who have opened a Plus member store in JD.COM. Similar to the flagship store in Sam, it is a membership-based store. The goods here are of high quality and low price, but the consumption power of users is the strongest.

? In the pop mode, there are more category-themed POP stores, such as home-themed POP stores, which sell all kinds of home-related products. If a brand opens its own store, it will generally integrate all its brands (there may be several brands) and home-related products in the same store to locate such users, giving people a professional feeling. Instead of just putting all the goods of this brand in this store like the flagship store of ordinary brands, the goods inside may be cleaning, home, tools and building materials, giving people the feeling of a brand grocery store. Theme POP store is also a relatively high-end operation mode of many large POP stores at present.

? Well, this is my basic understanding of self-operated mode and POP mode. There may be some incompleteness and some inaccuracies. This is my personal understanding of these two modes. If I have a deeper and more comprehensive understanding in the future, I will continue to post articles. In addition to sharing some things about the e-commerce industry with netizens, I am also deepening my understanding of the industry knowledge. Welcome everyone to discuss together.