被青年人捧红的1688:从中国电商的源头货盘到青年的新供给
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/47033e3eee6f4814b4cc7293fe880380~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1728961280&x-signature=sw2yJ49qlveIjtzhW1QSeFWen%2BY%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">消费互联网下半段的竞争在于供给侧。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">文</span>|《中国企业家》记者 邓双琳</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">编辑</span>|李薇</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">头图<span style="color: black;">源自</span></span>|受访者</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">余涌的手机里,有一个钉钉群很活跃,<span style="color: black;">每日</span>都有人在群里抛出难缠的问题,有时还会有人在群里激烈地发泄<span style="color: black;">心情</span>,但余涌总是耐心把每条<span style="color: black;">信息</span>读完。这是一个1688的客户“吐槽群”,而余涌<span style="color: black;">做为</span>1688总裁,在群里担任起了客服的角色。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1688从未对客户的“吐槽”如此<span style="color: black;">巴望</span>过。阿里滨江园区1号楼6层,是1688管理团队开会的必经之地,<span style="color: black;">首要</span>映入眼帘的<span style="color: black;">便是</span><span style="color: black;">一起</span>电子“吐槽板”——来自1688的客户原声一条接着一条在屏幕上滚动,有<span style="color: black;">意见</span><span style="color: black;">亦</span>有投诉。投诉的问题<span style="color: black;">亦</span>许很小,投诉的用词<span style="color: black;">一般</span><span style="color: black;">亦</span>不客气,但“吐槽板”不加修饰地<span style="color: black;">所有</span>展示出来,路过的每一个员工都能看到。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“吐槽群”和“吐槽板”是今年设立的,余涌<span style="color: black;">期盼</span><span style="color: black;">经过</span>这种方式,随时提醒1688内部员工,尤其是管理层,要站在客户视角倾听问题,日拱一卒地去<span style="color: black;">处理</span>问题。他<span style="color: black;">乃至</span><span style="color: black;">需求</span>自己和管理层出去拜访客户时,在现场<span style="color: black;">处理</span>一个客户问题,并带回来一个问题。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这<span style="color: black;">亦</span>是1688今年的战略重点——<strong style="color: blue;"><span style="color: black;">全面<span style="color: black;">提高</span>买家采购体验以及加大<span style="color: black;">优秀</span>供给。</span></strong>为此,1688尝试做了颇多改变。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/7dbdac637b1d4d63b241f1284e2c6ff7~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1728961280&x-signature=UCir6EyJye2QNxR9fmRmWO3DVJA%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">源自</span>:视觉中国</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">首要</span>是组织架构<span style="color: black;">调节</span>。</span></strong>今年年初,1688与大淘宝(淘宝和天猫为主)、B2C零售事业群、淘菜菜、淘特等业务形成阿里巴巴集团中国数字<span style="color: black;">商场</span>板块,余涌就在彼时出任1688总裁。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1688<span style="color: black;">亦</span>重新梳理了团队阵型,将过去相对独立的“战斗<span style="color: black;">分部</span>”,<span style="color: black;">根据</span>升级买家体验和加大<span style="color: black;">优秀</span>供给的战略方向,<span style="color: black;">调节</span>成相互深度咬合的战场作战体系;在考核机制上,1688则跟随集团的脚步,把内部的KPI(关键绩效指标)改革成OKR(<span style="color: black;">目的</span>与关键结果),从数据导向转变为价值导向,回归客户视角。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">过去,1688的<span style="color: black;">第1</span>客户在内部被默认是卖家,<span style="color: black;">由于</span>1688的收入大<span style="color: black;">大都是</span>从卖家处<span style="color: black;">得到</span>。但<span style="color: black;">全部</span>电商生态<span style="color: black;">出现</span>了改变,以主播、带货达人、社区团购的“团长”为<span style="color: black;">表率</span>的新兴“小B”买家越来越多,采购<span style="color: black;">需要</span>越来越多元化、碎片化,小订单、多频次、轻定制的<span style="color: black;">需要</span>将是工厂<span style="color: black;">将来</span>生意的主流。过去和“大B”(单笔采购额高的买家)稳定联结就能“躺赚”的工厂,不得不主动寻求“小B”(单笔采购额较低的买家)的匹配,顺应其<span style="color: black;">需要</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在这种趋势下,<strong style="color: blue;"><span style="color: black;">1688内部确定,<span style="color: black;">第1</span>客户是买家。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">确认了<span style="color: black;">第1</span>客户是买家,再去倒推客户价值,1688的发展链路就会变得更加明晰——<strong style="color: blue;"><span style="color: black;">围绕买家的<span style="color: black;">需要</span>搭建有心智的交易场景、稳定而灵活的供应链和确定性的履约服务能力,将“丰富供给”升级为“<span style="color: black;">优秀</span>供给”</span></strong>,<span style="color: black;">才可</span>让买家在1688<span style="color: black;">得到</span>更好的采购体验、锁定新商机、实现更好的生意增长。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1688是阿里巴巴旗下综合类B2B电商平台,是阿里最核心的供给支撑(商家的货源<span style="color: black;">供给</span>者),<strong style="color: blue;"><span style="color: black;">在业内被<span style="color: black;">叫作</span>为阿里的底盘</span></strong>。在B2B电商行业,1688被<span style="color: black;">叫作</span>为“中国电商的源头货盘”,形<span style="color: black;">成为了</span>“找工厂就上1688”的心智。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1688<span style="color: black;">初始</span>于1999年,它是阿里巴巴的前身,是阿里最早的业务之一,<span style="color: black;">亦</span>曾是阿里香港主板上市时的股票代码。23年,1688把100万家工厂和贸易商搬到线上,让超过5000万买家在上面找到合适货源并且达成交易。阿里最新的财报<span style="color: black;">表示</span>,如今的1688,不仅是阿里核心<span style="color: black;">商场</span>的重要<span style="color: black;">构成</span>部分,<span style="color: black;">亦</span>是<span style="color: black;">数年</span>来保持高速增长的<span style="color: black;">一起</span>业务。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">但23年过去,这个老业务在外界的形象依旧模糊。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">大众</span>只依稀记得,1688前10年做的是黄页生意,后来10年做的是批<span style="color: black;">出现</span>意。关于“1688是谁”这个问题,连阿里内部的回答<span style="color: black;">亦</span>都<span style="color: black;">不足</span>统一。<span style="color: black;">有些</span>老员工依然沿用最古老的叫法,管1688叫“阿里巴巴”,<span style="color: black;">亦</span>有同事<span style="color: black;">叫作</span>呼1688为“内贸批发”<span style="color: black;">或</span>“国内贸易”,<span style="color: black;">更加多</span>同事则直接用“CBU”(内贸事业部)来代<span style="color: black;">叫作</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2020年疫情<span style="color: black;">败兴</span>,<strong style="color: blue;"><span style="color: black;">1688<span style="color: black;">由于</span>“丰富且便宜”意外在小红书出圈,收获了一批自<span style="color: black;">叫作</span>是“1688<span style="color: black;">女子</span>”的C端粉丝</span></strong>,这个一向默默无闻的老平台,正在从幕后走向台前,被<span style="color: black;">更加多</span>人所熟知。<span style="color: black;">做为</span>大淘宝最核心的供给,1688在阿里的重要性<span style="color: black;">亦</span>变得更加<span style="color: black;">明显</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">但站在消费互联网和产业互联网融合交汇的关键节点,<span style="color: black;">做为</span>横切面的1688<span style="color: black;">亦</span>面临许多困难与压力:</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1688的<span style="color: black;">优良</span>是供给,对买家需求的识别、洞察、运营较弱,1688<span style="color: black;">怎样</span>补足自己的短板?识别<span style="color: black;">需要</span>后,<span style="color: black;">怎样</span>创造相应的场域去承接,以及<span style="color: black;">怎样</span>整理出相应的货盘和供给服务去做匹配?过去B类电商<span style="color: black;">广泛</span>忽略售后,如今“产消”两网融合,1688<span style="color: black;">怎样</span>快速拉齐售后服务能力?</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/f689b34e4799432a8aafe301f139f78d~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1728961280&x-signature=Cbuht3UvSZmBJhqFKZzbYUDAXWM%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">源自</span>:视觉中国</p>
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<h1 style="color: black; text-align: left; margin-bottom: 10px;">聚焦先进性买家</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">虽然登录1688的用户一概被默认为“采购商”,但如今的“采购商”,<span style="color: black;">背面</span>的身份相较以前更加丰富。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">过去,1688上大<span style="color: black;">大都是</span>传统的专业买家,<span style="color: black;">她们</span>批发货源到淘宝等B2C电商或是线下实体店铺<span style="color: black;">营销</span>。这些买家<span style="color: black;">一般</span><span style="color: black;">需要</span>量大、采购习惯稳定,中小工厂的生意大都靠这些固定的“大B”客户维持。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">但对1688而言,<span style="color: black;">这般</span>的购买模式反而对其<span style="color: black;">有害</span>——工厂和买家熟络以后,很容易把订单搬到线下点对点交易,1688则变成工厂与买家<span style="color: black;">创立</span>联系的<span style="color: black;">途径</span>。而工厂的话语权<span style="color: black;">亦</span>会更强,不愿意耗费精力去服务<span style="color: black;">有些</span>小买家,长此以往,平台价值变薄,对买家的服务体验难以<span style="color: black;">保证</span>,售后的口碑<span style="color: black;">亦</span>会变差。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">疫情之下,<strong style="color: blue;"><span style="color: black;">经济社会环境和消费趋势改变,大批实体店铺没能熬过冬天,中小工厂<span style="color: black;">亦</span>举步维艰。</span></strong><span style="color: black;">同期</span>,“大B”买家的C端消费者,正在被新兴的“小B”买家瓜分。这些“小B”身份多样,<span style="color: black;">亦</span>许是跨境电商上的小玩家,<span style="color: black;">亦</span>许是小红书、抖音、快手、拼多多上的主播和带货达人,<span style="color: black;">亦</span>可能是社区团购的“团长”。1688内部将这些“小B”定义为“先进性买家”。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这些买家平均年龄很<span style="color: black;">青年</span>,具备学习力,迭代<span style="color: black;">火速</span>,效率更高,嗅觉很灵敏,对互联网的数据<span style="color: black;">亦</span>更<span style="color: black;">敏锐</span>,<strong style="color: blue;"><span style="color: black;">1688管理层决定优先服务先进性买家,一是<span style="color: black;">她们</span><span style="color: black;">表率</span><span style="color: black;">将来</span>,二是<span style="color: black;">她们</span>的增速更高。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">实质</span>上,买家<span style="color: black;">途径</span>越碎片化,1688的存在就越有价值。20年前,哪个供应商能够给沃尔玛、家乐福等大型商超供货,就算成功。电商平台兴起后,能够给天猫、京东、苏宁等电商平台供货,<span style="color: black;">亦</span>能很好分一杯羹。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">但<strong style="color: blue;"><span style="color: black;">当<span style="color: black;">途径</span>裂变到小团长、小主播颗粒度时,“小B”买家和工厂都很难离开1688。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">不外</span>,工厂由此面临的问题是:“小B”买家很分散,<span style="color: black;">怎样</span>快速找到“小B”买家?“小B”买家的<span style="color: black;">需要</span>与C端消费者的<span style="color: black;">需要</span>一致性很高,工厂<span style="color: black;">怎样</span>能够快速反应、<span style="color: black;">提高</span>服务能力,满足这些<span style="color: black;">需要</span>?“小B”买家面临的问题则是缺乏经验,虽然经营的规模不大,<span style="color: black;">然则</span><span style="color: black;">一样</span>需要选品、组货,<span style="color: black;">怎样</span><span style="color: black;">尽可能</span>少走弯路,找到最<span style="color: black;">优秀</span>、最适合的供给?</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">双方依靠1688完<span style="color: black;">成为了</span>匹配。1688还推出了月卡和1688严选等<span style="color: black;">制品</span>,并衍生出增值服务——培训卖家,<span style="color: black;">加强</span>卖家承接“小B”买家<span style="color: black;">需要</span>的能力,以及为<span style="color: black;">逐步</span>壮大的“小B”买家<span style="color: black;">供给</span>适当的<span style="color: black;">处理</span><span style="color: black;">方法</span>,<span style="color: black;">包含</span><span style="color: black;">有效</span>、有用的选品工具、组货工具和一件代发服务。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">事实上,1688虽然是个B2B平台,但仍有一部分C端买家。<strong style="color: blue;"><span style="color: black;">仅在小红书上,就有超过180万篇C端消费者关于1688的自发种草笔记。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1688内部看到“1688<span style="color: black;">女子</span>”在小红书上的自发传播后,<span style="color: black;">亦</span>曾讨论过:到底要不要做C端?但在短暂纠结后,1688做了<span style="color: black;">知道</span>的取舍,<span style="color: black;">第1</span>客户<span style="color: black;">必定</span>是中小B类买家。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“当<span style="color: black;">咱们</span>具备了更好的服务中小B类买家的能力后,这些买家<span style="color: black;">亦</span><span style="color: black;">能够</span>很好地去服务自己的C端消费者。但<strong style="color: blue;"><span style="color: black;">1688无论是获客策略、供给策略还是平台的运营机制,都不会专门向C端倾斜。</span></strong>”一位1688内部人士说,“但<span style="color: black;">此刻</span>大C类B的<span style="color: black;">行径</span><span style="color: black;">亦</span>越来越多,譬如一个寝室里购物最活跃的女生,经常帮全寝室<span style="color: black;">一块</span>买东西,这类<span style="color: black;">行径</span><span style="color: black;">咱们</span><span style="color: black;">亦</span>会归到‘小B’买家。”</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">确认买家价值后,<span style="color: black;">怎样</span><span style="color: black;">提高</span>用户的采购体验<span style="color: black;">作为</span><span style="color: black;">第1</span>要义。1688用户运营及发展中心负责人汤利华告诉《中国企业家》,<span style="color: black;">她们</span>将买家进入1688采购的“找、挑、询、付、履”5个链路<span style="color: black;">周期</span><span style="color: black;">亦</span>做了升级。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“找、挑”核心关注效率,将<span style="color: black;">归类</span>场景梳理得更加清晰,让买家一目了然找到需要的厂家好货。“询、付、履”则需要平台为用户<span style="color: black;">供给</span><span style="color: black;">拥有</span>确定性服务的<span style="color: black;">优秀</span>供给,<span style="color: black;">提高</span>买卖家生意链路效率。<span style="color: black;">同期</span><span style="color: black;">亦</span>会细分买家在生意经营中的<span style="color: black;">重点</span><span style="color: black;">需要</span>:新品测款、小额采购、大额批发、轻定制,以此去做相应的承接和运营。</span></p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;">从<span style="color: black;">营销</span>导向到服务导向</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">怎样</span>承接中小B类买家的<span style="color: black;">需要</span>,对卖家侧而言是一场挑战。<strong style="color: blue;"><span style="color: black;">1688承担起<span style="color: black;">帮忙</span>卖家学习<span style="color: black;">更加多</span>能力、适应变化的角色,让买家在1688上<span style="color: black;">加强</span>采购体验的<span style="color: black;">同期</span>,卖家<span style="color: black;">亦</span>能够<span style="color: black;">得到</span>更好的生意增长。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1688商贸发展中心负责人王强告诉《中国企业家》:“过去,在卖家侧,1688其实是一个偏<span style="color: black;">营销</span>导向的团队,服务并<span style="color: black;">不足</span>深度。”之前商贸侧<span style="color: black;">重点</span>依靠电销团队为商家客户服务,但电销团队驻扎在杭州,很难为客户<span style="color: black;">供给</span>本地化服务。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">王强加入商贸发展中心后做的<span style="color: black;">第1</span>个改变,<span style="color: black;">便是</span><span style="color: black;">增多</span>地面部队,为<span style="color: black;">优秀</span>供给商家<span style="color: black;">供给</span>上门式服务。小二上门,基于商家在平台上所处的<span style="color: black;">区别</span><span style="color: black;">周期</span>做差异化服务。<span style="color: black;">倘若</span>是一个新商家,<span style="color: black;">首要</span>要教商家<span style="color: black;">怎样</span>做好店铺基建、发品,<span style="color: black;">怎样</span><span style="color: black;">运用</span>会员功能等;<span style="color: black;">倘若</span>是成熟商家,小二则会<span style="color: black;">定时</span>为生意做诊断,针对问题<span style="color: black;">供给</span><span style="color: black;">有些</span><span style="color: black;">处理</span><span style="color: black;">方法</span>,并<span style="color: black;">陪同</span>商家做改变。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/6492b51e6d864da0aab74280faaf32ce~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1728961280&x-signature=tTbXFEyok1Xt4KV%2FcSn83yX67kA%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">源自</span>:受访者</p>
</div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">日前</span>,<strong style="color: blue;"><span style="color: black;">1688商贸侧地面小二大概有50人,服务的商家数量高达5000家。</span></strong><span style="color: black;">针对</span>新商家,小二几乎<span style="color: black;">每一个</span>月都会上门<span style="color: black;">供给</span>贴身服务,<span style="color: black;">亦</span>会<span style="color: black;">定时</span>组织<span style="color: black;">有些</span>小型沙龙,让商家相互交流。在重点产业集群,1688<span style="color: black;">亦</span>覆盖了服务团队。西柚<span style="color: black;">便是</span>依靠1688的服务,从一个濒临倒闭的女装档口转型成线上<span style="color: black;">营销</span>额超千万的服装品牌。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">做为</span>全国女装批发市场的风向标,疫情之前,广州十三行许多热门档口的年租金高达600万元,但年<span style="color: black;">营销</span>额能够做到一个亿,有巨大的线下流量的档口老板几乎不愁生意。但疫情的反复<span style="color: black;">连续</span>,实体生意受到阻碍,十三行的生意<span style="color: black;">亦</span>做得很吃力,档口的租金却<span style="color: black;">无</span><span style="color: black;">由于</span>疫情影响而降低。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">西柚创始人李小洁<span style="color: black;">认识</span>到,随着<span style="color: black;">制品</span>同质化趋势越来越严重,竞争<span style="color: black;">亦</span>会越来越大,即使有创新,但本质上<span style="color: black;">亦</span>只是在消耗老客户,<span style="color: black;">没法</span>打开新的局面。李小洁想<span style="color: black;">经过</span>线上拓展<span style="color: black;">营销</span><span style="color: black;">途径</span>,但<span style="color: black;">无</span>电商经验,迟迟不敢迈出<span style="color: black;">第1</span>步。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">刚好1688在广州十三行做了一个行业优选计划的试点,<span style="color: black;">构成</span>服务团队进入到产业集群,着重挖掘<span style="color: black;">优秀</span>的广州女装行业商家进行培育。李小洁抱着试一试的<span style="color: black;">心理</span>参加了1688行业优选的沙龙。在与1688小二交流的过程中,一句话打动了李小洁——“<span style="color: black;">这儿</span>可能<span style="color: black;">无</span>办法让你日进百万,但<span style="color: black;">亦</span>不会让你亏本。”李小洁当即决定让西柚加入1688。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1688的小二几乎是手把手地教西柚<span style="color: black;">怎样</span>运营线上——从店铺简介,到<span style="color: black;">怎样</span>上传商品、直播的脚本<span style="color: black;">怎样</span>写、应该用<span style="color: black;">怎么样</span>的话术展示商品等。西柚的爬坡速度非常快,转型线上的第三个月,成交额就达到了200万元。据<span style="color: black;">认识</span>,今年的线上<span style="color: black;">营销</span>额将占到总<span style="color: black;">营销</span>额的40%以上。</span></p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">提高</span>工厂能力</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在过去,1688对工厂侧的服务<span style="color: black;">一样</span>停留在表层,产地<span style="color: black;">无</span>团队,只能依靠<span style="color: black;">tel</span>联系。工厂的学习能力<span style="color: black;">本来</span>就比会玩淘宝和抖快的商家弱,许多工厂<span style="color: black;">针对</span><span style="color: black;">怎样</span>在1688上做生意,<span style="color: black;">始终</span><span style="color: black;">处在</span>一知半解的状态,玩不转其中的营销工具,最多还是像黄页<span style="color: black;">同样</span>挂点商品和企业信息。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1688产地发展中心负责人陈盛告诉《中国企业家》,<strong style="color: blue;"><span style="color: black;">今年<span style="color: black;">败兴</span>,<span style="color: black;">她们</span>在40个产地中心布下了地面部队</span></strong>,由产地小二<span style="color: black;">供给</span>一对一的上门服务。<span style="color: black;">经过</span>设计适合工厂成长的<span style="color: black;">处理</span><span style="color: black;">方法</span>,结合小二的上门服务,走出适合工厂的电商之路,<span style="color: black;">提高</span>工厂<span style="color: black;">针对</span>市场变化的感知和服务买家的能力。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2020年9月,1688推出“超级工厂”会员服务,重点挖掘一批头部的<span style="color: black;">优秀</span>工厂,在官网搭建、场景营销、数据洞察、专业培训等方面<span style="color: black;">供给</span>深度扶持,<span style="color: black;">帮忙</span>其进一步拓宽市场。今年<span style="color: black;">败兴</span>,1688内部<span style="color: black;">亦</span>有最新的共识,超级工厂项目除了撮合批发交易,更重要的是为工厂<span style="color: black;">供给</span>供应链服务。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">陈盛判断,<strong style="color: blue;"><span style="color: black;"><span style="color: black;">将来</span>十年,工厂在1688平台的新机会,一是新品牌定制,二是全<span style="color: black;">途径</span>分销,三是个性化的轻定制。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“原来的工厂大多在给老品牌或海外品牌做代工,但中国本土新品牌的土壤<span style="color: black;">已然</span>变得丰沃,<span style="color: black;">倘若</span>工厂把为大牌做代工的能力转去赋能新品牌,<span style="color: black;">陪同</span>新品牌成长,<span style="color: black;">那样</span>中国新品牌的成长会非常快速,工厂<span style="color: black;">亦</span>会挖掘到<span style="color: black;">更加多</span>机会。”陈盛说。针对这一点,1688做了对应的<span style="color: black;">制品</span>“宝藏工厂”和“金牌制造”,<span style="color: black;">实质</span>上<span style="color: black;">便是</span>把有能力的代工厂挑出来,给工厂带来<span style="color: black;">更加多</span>新品牌的定制生意。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">全<span style="color: black;">途径</span>分销更好理解。当“大B”向“小B”裂变后,<span style="color: black;">途径</span>变得越来越分散,工厂与其自己卖,不如发展主播、微商和“团长”等<span style="color: black;">途径</span>做分销商,帮工厂背书卖厂货。但工厂很难有精力与这些小<span style="color: black;">途径</span>买家一对一沟通,对此,1688<span style="color: black;">研发</span>了“极速育品”功能,把商家的<span style="color: black;">制品</span>进行整理,<span style="color: black;">帮忙</span>工厂预测爆品,工厂不需要<span style="color: black;">科研</span><span style="color: black;">繁杂</span>的平台规则就能构建线上分销的能力,实现销量增长。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">第三是让工厂<span style="color: black;">持有</span>轻定制能力,<span style="color: black;">例如</span><span style="color: black;">有些</span>企业在买<span style="color: black;">制品</span>的时候需要<span style="color: black;">增多</span>自己的LOGO,<span style="color: black;">或</span>需要换一下包装,工厂能够快速响应。1688改造的这批工厂,能够<span style="color: black;">按照</span>买方的<span style="color: black;">需要</span>立即做出<span style="color: black;">制品</span>效果图,两小时打样,48小时发货,闪电定制。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">据<span style="color: black;">认识</span>,超过六成的“超级工厂”在1688上的年<span style="color: black;">营销</span>额达到500万元以上。<strong style="color: blue;"><span style="color: black;">2021年,“超级工厂”的续签率接近70%。</span></strong></span></p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;">升级买家体验</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">原来外界对1688的认知是便宜且丰富,几乎所有要找的货源都能够在1688上找到,但与此对应的可能是服务<span style="color: black;">欠好</span>、容易踩雷。如今1688正在<span style="color: black;">奋斗</span>转变这一心智,让平台不仅有“便宜好货”,<span style="color: black;">亦</span>有好的服务。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1688的供给<span style="color: black;">非常</span>丰富,但过去客户可能要耗费<span style="color: black;">海量</span>的时间和精力<span style="color: black;">才可</span>在1688上找到合适的货源。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">日前</span>1688正在<span style="color: black;">按照</span>用户的<span style="color: black;">需要</span><span style="color: black;">归类</span>,把供给分层。在场景上,1688将页面的入口梳理得更加清晰,让买家能够一目了然找到需要的厂家好货。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">今年1688的另一个<span style="color: black;">显著</span>改变<span style="color: black;">便是</span>要推动商家的“服务确定性”。简单<span style="color: black;">来讲</span>,<span style="color: black;">便是</span>做到<strong style="color: blue;"><span style="color: black;">订单前响应快,订单过程中包邮,订单后售后好,<span style="color: black;">提高</span>买家的采购体验。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">但1688上工厂的核心竞争力在<span style="color: black;">制品</span>的<span style="color: black;">开发</span>设计和生产制造上,不在平台的运营和服务上,<span style="color: black;">因此</span>很难像C端平台<span style="color: black;">同样</span>,对所有商家做统一的标准化。</span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/482cb6ad48904163ae65308a413cf8cf~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1728961280&x-signature=n%2BaTqUs1N7au%2BtmBd1rMtIUg7u8%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">源自</span>:受访者</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">日前</span>1688基于对用户<span style="color: black;">需要</span>的<span style="color: black;">归类</span>,<span style="color: black;">例如</span>一件代发、小额批发、轻定制等<span style="color: black;">区别</span><span style="color: black;">需要</span>,构建<span style="color: black;">区别</span>的采购场景,并在各个场景中制定<span style="color: black;">区别</span>的服务标准来匹配用户<span style="color: black;">需要</span>。当卖家具备这个标准,<span style="color: black;">才可</span>在场域中<span style="color: black;">得到</span>流量<span style="color: black;">累积</span>和<span style="color: black;">更加多</span>订单。1688计划依靠这一路径,<span style="color: black;">持续</span>把服务标准向C端平台的标准对齐。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">例如</span>一件代发的场景。1688上的一件代发,<span style="color: black;">便是</span>小卖家在C端平台接单之后,向供应商拿货,即便只卖出一件,供应商<span style="color: black;">亦</span>愿意发货。这种模式让小卖家免去库存和资金压力,卖一件,上家发一件,从中赚取差价。这是小红书、抖音、快手等平台上许多新手卖家的<span style="color: black;">选取</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这种模式,让1688与终端消费者之间的链路变得更短。“小B”面临的是零售平台的服务标准,<span style="color: black;">倘若</span><span style="color: black;">她们</span>的上游卖家的服务标准<span style="color: black;">不可</span>与C端平台拉齐,会直接影响“小B”的生意。“小B”群体<span style="color: black;">做为</span>1688上的先进性买家,<span style="color: black;">她们</span>的<span style="color: black;">需要</span><span style="color: black;">必定</span>是平台所关注的核心<span style="color: black;">需要</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此</span>,1688<span style="color: black;">创立</span>起一个专门的场域,进入这个场域的商家必须做到“3分钟相应”“48小时发货”“包邮”以及“7天无理由退换货”。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一个观点是,<strong style="color: blue;"><span style="color: black;">电商的<span style="color: black;">各样</span>模式发展到最后,<span style="color: black;">仅有</span>两个业务没办法被替代:一个是品牌,另一个则是“批发”。</span></strong><span style="color: black;">由于</span>品牌有<span style="color: black;">海量</span>忠诚粉丝,<span style="color: black;">营销</span>成本会大幅降低;而“批发”面对的都是有<span style="color: black;">海量</span><span style="color: black;">需要</span>的人,而大<span style="color: black;">需要</span>的人是很难匹配到的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">由此可见,<strong style="color: blue;"><span style="color: black;">1688虽然相对其他业务较“默默无闻”,但有着扎实且难以替代的根基。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">消费互联网下半段的竞争在于供给侧,<span style="color: black;">由于</span><span style="color: black;">仅有</span>供给侧<span style="color: black;">才可</span>决定消费侧<span style="color: black;">是不是</span>进一步产能渗透。这<span style="color: black;">亦</span><span style="color: black;">寓意</span>着,<span style="color: black;">将来</span>1688在“批发”上面临的竞争<span style="color: black;">亦</span>将越来越大。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1688想要<span style="color: black;">创立</span>的核心竞争力,<span style="color: black;">便是</span>买卖家生意经营链路中,为买家<span style="color: black;">供给</span>稳定而<span style="color: black;">优秀</span>的供给以及确定性的履约服务、为卖家带来生意增长,<span style="color: black;">连续</span>为供需双方创造新价值。<span style="color: black;">仅有</span><span style="color: black;">注重</span>客户价值,<span style="color: black;">提高</span>客户体验,加大<span style="color: black;">优秀</span>供给,才有利于<span style="color: black;">守护</span>好这种忠诚关系,买家与卖家双方才离不开1688。</span></p>
对于这个问题,我有不同的看法... 感谢楼主分享,祝愿外链论坛越办越好!
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