E-Commerce Will Enter Production And Manufacture From The Field Of Consumption Circulation

Ma Yun said when talking about the development trend of the electricity supplier.

Will enter the production and manufacture from the consumer circulation domain, then enters the life style change, advances from B2C to C2B, carries on the flexible customization.

We are not familiar with the concept of customization. In the past decades, most of our shoes and hats are made of fixed products, whether it is the manufacturer or parent, or the tailor shop on the street.

Now speaking of customization, we are familiar with the famous clothing for the rich and stars, which is a cultural shirt with all kinds of Logo and slogans.

Extended to the electronic business platform, C2B customization provides a wider range of product customization and price range.

Here we choose a sample of C2B forerunner's electricity supplier, AI Ding, to see its location and choice.

The operation mode of the whole industry chain.

IDX was named on June 18, 2012 as the first international brand to produce customized shoes.

Shoes now include skateboarding, dancing, running, leisure, basketball and so on.

Users can make rich changes according to shoes, materials, colors and patterns.

The target customers are small white collar workers aged 20 to 30.

PEAK CEO

It's an angel investor of AI Ding, but it is obvious that neither side wants to bring the two brands together.

According to CEO, the founder of the company, Xu Zhihua's investment accounts for a small part. The latter participates in the creation of creative and team.

The factory is not responsible for PEAK.

It is reported that the current investment of AI Ding passenger is tens of millions RMB.

The party is in favor of making shoes difficult. Therefore, it is necessary to enter the field first, then gradually expand to clothing, bags and even furniture.

In fact, the operation of AI Ding covers the whole industry chain, from design, raw material procurement, production, customization, sales, logistics, after sale to the whole. As a result of mastering the whole chain, AI Ding can complete the 7 day shipment. Compared with Nike and Ai Di Da Si, the customers who locate in the daily consumer goods need fast pacing.

Low cost marketing of daring economy

At present, there are five ways of cooperation: platform Cooperation (joint development with media, websites, enthusiasts and loyal users), film and television licensing, brand licensing, self created brand and mass customization.

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The gross profit margin of the party is more optimistic.

He said that the advantage of C2B lies in on-demand production and zero inventory.

Although the design and manufacturing cost is higher than 20%-30%, the total cost is basically the same as that of other footwear suppliers.

The latter requires more marketing costs and even warehousing costs. The party has revealed that at present, the cost of acquiring a customer by a mature electricity supplier is about 100 yuan.

The marketing of AI Ding is mostly based on micro-blog, community platform, finding a group of common interests, and providing personalized customized solutions for them.

For example, working with fashion red men and illustrators to customize products for their fans; customizing theme products for games and movie fans.

Such a marketing cost is much less than that of traditional footwear.

In terms of return rate, Party Kai Yuan said the return rate of the website was very low, because a product that had condensed its efforts was not willing to give up.

Declining the market test of price war

Zeng Ming, chief of the Alibaba group, said that after five or even eight years, the real C2B mode is less than 5% or 10%, but it must be the fattest part of the market.

Dang Qiyuan believes that there are three levels of product demand: functional layer, fashion layer and emotional layer, customized emotional needs, and price factors are not the most popular ones, so they will not fight price war.

But he also admits that the road to customization takes a long time.

Shoes, we generally think that they are very particular about comfort and brand, and the party Kai Yuan also has a clear understanding, "maybe you have 20 pairs of shoes, we only need to do one of them".