Traditional e-commerce to traffic, price is king, Haier adhere to emotional and touchpoints to connect customers do not take the old road of Jingdong, Ali e-commerce is how to transcend the new retail

Traditional e-commerce to traffic, price is king, Haier adhere to emotional and touchpoints to connect customers do not take the old road of Jingdong, Ali e-commerce is how to transcend the new retail?

In the e-commerce revolutionized the demand supply and delivery today, how to recreate the flow and super entrance into the rapid development of the new consumer incremental channel, can tell a lot of exciting new stories.

Just today, NetEase Yan election, which is known as the "third mode of e-commerce" in the industry, celebrated its second birthday. At the celebration, the "strictly selected mode" once again became the focus of attention. According to Ding Lei, the original intention of the Yanxuan model is to "focus on new consumption and serve new consumption".

In my eyes, the success of Yanxuan mode is not only due to the timing of new consumption, but also comes from its deep transformation of the supply chain and the scene at the transaction end. In a word, the Yanxuan model breaks the service boundary of traditional e-commerce.

Today, we will start from the strict selection mode how to reconstruct the e-commerce, how to speak strict selection to take advantage of the new consumer cut off Ali, Jingdong.

Quality philosophy: NetEase strictly selected two years to complete the upgrade of e-commerce

The gradual rise of the new middle-income group to become the main force in the market, giving selected e-commerce can be quickly incubated in the soil.

Lifestyle e-commerce characterized by "aesthetics of life" and "selection" is generally backed by consumer upgrading to meet the consumption needs of consumer groups who are willing to pay a premium for a high-quality life.

Quality e-commerce, with its high-quality life aesthetics, has torn a hole in the e-commerce field monopolized by the giants, and has gradually become a trend in the past two years. NetEase Yanxuan has become synonymous with this new type of e-commerce, and the industry is even accustomed to "Yanxuan mode" to refer to this new form.

Two years, made into a segment leader, become synonymous with the industry, in Ali, Jingdong monopoly of the e-commerce pattern of raw tearing an opening, this is the Netease Yanxuan pugilistic results.

What makes NetEase Yanxuan take the high ground of e-commerce in the new consumer era? At the 2nd anniversary celebration, the answer is crying out.

Today, April 9, NetEase Yanxuan celebrated its second anniversary, formally explaining to the outside world the three major cores of the Yanxuan model: improving supply chain efficiency, providing the best price-performance ratio, and advocating simplicity and environmental protection. The latest release of the 2018 "second party plan", also centered on the supply chain integration, product systematic upgrade, life aesthetics extension of the three parts of the development.

It can be seen that NetEase Yanshou is absolutely clear about its core moat and is constantly doing deep and heavy. In these three moats, and through the continuous extension of the scene boundaries, in a broader space to try, the outside world on the strict selection of the subsequent action is expected to be very deep. The strict selection of the "self-disclosure", but also let us see the quality of e-commerce more deep logic.

Yanchuan's breakthrough road: reshaping the moat of e-commerce

E-commerce is one of the Internet's meta-propositions. Despite the large number of players and the emergence of various new concepts, the real control of the mainstream core and the evolution of value is actually always in the hands of a small number of players.

What is now recognized is that the demographic dividend is declining, and the traditional logic of traffic (Taobao model) and price wars do not work. Compared to previous years, the media were unanimous on the e-commerce touting, in recent years more than a lot of skeptical voices. Low-quality price ratio, to inventory pressure, profit margins are compressed, network channel costs gradually and offline benchmarking, become a traditional e-commerce must break the bottleneck.

The emergence of the "strictly selected mode", so that we can see the quality of e-commerce to open the incremental market of explosive power. "Good life, not so expensive", to the new middle-income groups as the core audience, high quality and price as a breakthrough point, with the help of "the world's foundry" business manufacturing base, quickly detonated and triggered the giant and startups have to follow suit. Ali, Xiaomi, Tencent and others have launched new brands such as Taobao Xinxuan, Mijiaoyoupin, Tencent Youpin and so on.

However, the quality of e-commerce has its own unique characteristics, compared to traditional e-commerce from the seller to the platform to the logistics and then to the buyer of this simple supply transaction process, quality of e-commerce is involved in the SKU selection, the source of the product quality control, offline services, such as a longer industrial chain, more interested parties. This requires a deep understanding of the new demand and supply chain.

Demand-wise, Yanxuan has gained insight into the new trend of new consumer groups not blindly brand worshiping, valuing goods with quality and taste, and being willing to pay a certain premium for a high quality of life. On this basis, NetEase Yanxuan does not pursue the ultimate cost-effective, but to find the best balance between price and quality, to provide a higher quality-price ratio. At the same time, it reduces the SKU commodity category, allowing consumers to speed up their decision-making. Together with the quality endorsement of the mother brand NetEase on the Internet information service, which in turn seizes the initial traffic and reduces the cost of customer acquisition. In a word, the "strictly selected model" is centered on user demand, focusing on changes in consumerism and consumer behavior.

The ability of strictly selected products to realize the advantage of ultra-high quality and price ratio over similar products comes from another core ability: the control of the supply chain.

The focus of quality e-commerce is on the quality-price ratio, which requires brands to really keep the supply side firmly in their own hands, either by doing it themselves (such as Vancl) or by having absolute control over the factories (such as Yanchuan). We note that NetEase Yanxuan has demonstrated superb supply chain management capabilities in the two-year rush. The Yanxuan model has greatly improved supply chain efficiency through process reengineering. At present, Netease Yanxuan has established cooperation with 500 excellent manufacturing enterprises, realizing the perfect F2C docking. The "flexible supply chain" enables the platform's big data advantage to fully empower the manufacturing industry, improve the yield rate in the production process, reduce development costs, and shorten the production and marketing links.

Netease Yanshou started from 30 SKUs, two years to 10 categories of about 10,000 SKUs, the increase in the product line does not make the quality of the price than the emergence of "hydration", the essence lies in the "Yanshou mode" of supply chain support and control, connecting the interests of more powerful. The essence lies in the "strictly selected mode" of the supply chain support and stronger control, connecting more stakeholders, thus making the ultimate pursuit of quality and price more and more powerful, building an unshakeable moat.

Second party program: the big picture of the good life behind NetEase Yanxuan

Now Yanxuan model has become a living sample of quality e-commerce, the mission is more and more clear, and gradually to the depth of the development, the growth of the national brand to create a better life is visible.

On this basis, NetEase Yanshou's second anniversary of the launch of the 2018 "second party program" will further develop in the field of cost-effective, high-quality good life, covering the design eco-chain platform, 100 Yanshou HOME, and a new offline space and other stunning initiatives.

Supply chain, further optimize supplier management, deepen the degree of cooperation, to achieve sustained **** win, help China's manufacturing upgrading; commodity system, will further accelerate the speed of commodity iteration, more series and scenarios, at the same time to open the design ecological chain platform to develop original design. In addition, 100 strictly selected HOME and will be landing this year, providing solutions for a better home. Offline cooperation space will also be opened to help upgrade user experience and further extend the scope of life aesthetics.

The "second generation program" as a "strictly selected mode" of further practice, opened a new era of consumption of good life. Behind this, in fact, is NetEase Yanshou in the field of e-commerce boundary of the full cross-border.

With the landing of the "secondary plan", the addition of Yanshou HOME and other offline spaces, NetEase Yanshou has a new scene centered on the living circle, and is able to quickly and accurately respond to offline demand and provide more diversified services.

That is to say, with the vision of "shaping a better life", NetEase Yanshou is laying out both online-based virtual services and offline-based scene services.

Yanchuan's continuous attack, different from Ali, Jingdong in the retail upgrading of the layout of the full bloom, but combined with the characteristics of their own model, "good life" as the anchor point for the differentiation of the battle, in the supply chain, consumer scenes, industrial cooperation, but in the "cat and dog" monopoly pattern in the open market.

The second anniversary of NetEase Yanxuan can be defined as two days of shuffling and upgrading of e-commerce. Whether it's the "Yanxuan mode" or Yanxuan HOME, or the new proposition of the "secondary plan", you can see Yanxuan's intention to deepen the quality of e-commerce, as well as through the supply chain empowerment, category upgrading, and reshaping the aesthetics of life to create a better life fundamental The game is played.

The full-scale battle of retail industry upgrading will be a profound proposition that will continue to ferment in the coming years. In the chaos of the collective transformation of e-commerce, NetEase Yanxuan insists on building core competitiveness with quality play, intercepting the new dividends of consumer upgrading, and will continue to lead the quality of e-commerce.