? The author works in a traditional grain and oil enterprise, and is responsible for the self-operated business on the JD.COM platform. Of course, in addition to the self-operated business in JD.COM, there are also JD.COM pop, the new channel channel, and the self-operated business belongs to the B2B sector, while POP belongs to the B 2C and C2C sectors. This paper only discusses two modes of self-operated module and JD.COM pop.
? The self-operated mode, that is, the B2B mode, refers to the business-to-business mode. Yes, the self-operated businesses in JD.COM are not connected with consumers, but the purchasing, sales and sales personnel of the platform. We are more like a supply channel, selling goods to JD.COM, assisting the platform to operate, and then JD.COM sells them to consumers; POP is a B2C and C2C model, which is divided into official flagship store of JD.COM XXX brand and personal franchise store. The former is that the brand opens its own store in JD.COM channel, and the latter is that various agents or retailers sell the brand's goods on it. For consumers, the impact of these modes on them is not so direct. For people engaged in the e-commerce industry, it is very different. Now I will talk about the differences under different modes.
first, the customer subjects are different
? Self-operated mode, the main customer of the brand side is JD.COM platform, which is the channel side and belongs to B2B. JD.COM platform spends money to buy goods with the brand side first, and then sells them to consumers. The platform side is B2C to consumers. When the brand side 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 sells the goods to consumers. JD.COM is self-employed, and the payment period is about 61 days, and the deduction point of grain and oil is about 11%-15%.
? In 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. Generally, the brand opens its own shop in JD.COM, operates its own store-based operation, directly connects with consumers, and only operates its own brand of goods. There is also a personal franchise store, which is generally a franchise store where retailers and agents get brand goods through various channels and then open on the platform of JD.COM. This kind of store is also directly connected with consumers, but the goods sold are varied, and all brands of goods are available.
? Second, the difference between supply chain port and customer service port
Self-operated mode, after suppliers place orders on the platform to buy goods, they transport the goods to JD.COM warehouse, while consumers place orders to buy self-operated goods, and Jingdong logistics and distribution, JD.COM customer service is responsible for after-sales, but suppliers are not responsible for this.
? In POP mode, the brand should set up a supply chain team and a customer service team, and have its own warehouse to manage the 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 personal franchise stores, which are responsible for suppliers and pre-sales and after-sales customer service.
? Another thing worth mentioning is that pop brand stores and personal franchise stores can also let Jingdong Logistics distribute. If you want to apply for using JD.COM's logistics, Jingdong Express will pick it up at home and then deliver it. The mode is the same as that of Sitong. However, using Jingdong Logistics is weighted on the JD.COM platform, and some consumers will choose products distributed by Jingdong Logistics specially. Of course, you don't understand the ingredients of self-operated and POP using Jingdong Logistics.
Third, the differences in daily operations
Although the self-operated mode is B2B, it does not mean that it will be all right after delivery to the warehouse in JD.COM, but it also has daily operations. This operation is called assisting operations, and suppliers need to provide a team to assist JD.COM in purchasing and selling. After all, only suppliers know their own goods best and know which ones are easy to sell. Self-operated mode: JD.COM Purchasing 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 allocating these traffic resources to its own products reasonably, so that it can generate sales as much as possible.
The daily work of POP mode is to improve the exposure of its own products by driving fast as a marketing tool, and then guide consumers to place orders and make deals through pre-sales customer service and other means, and then deliver them, which requires extreme exertion of the operation ability of the operation team. The operating ability of the same brand of POP stores is basically more refined and flexible than that of self-operated teams, but the sales volume is generally far less than that of self-operated goods, because the resources and costs of the two are very different.
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 express trains, and resource packages based on investment promotion resources.
? Free resources in self-operated mode, spike in JD.COM (KA merchants have a matching quantity, and daily sales can reach more than 111,111), spike in category, spike in brand, flash purchase in JD.COM, single pit in activity venue, spike in resources in JD.COM supermarket within a limited time, etc. These resources are so great that at least one person has to constantly contact JD.COM for sales and reporting every day.
? Express, pick customers and other promotional resources, this is a marketing tool based on Beijing Zhuntong. In addition to reporting free resources every day, in order to obtain 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. It costs money, but for JD.COM Express, self-operated merchants can double-record 68% at present, that is, you spend 111,111 yuan, and the rebate will offset 68,111 yuan later. This is not the case for pop merchants, which means that the marketing cost of self-operated merchants and POP merchants driving the same product fast 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, 618, Double Eleven and other months. The platform will package and sell resource bits, which are generally divided into t1. T2 and T3 files. The price of resource packages ranges from 211,111 to 5 million, and there is also a double record ratio, between 41% and 71%.
? The resources of POP mode are mainly the promotion resources based on express trains, and the purchase of all kinds of spike resources.
? In POP mode, traffic mainly depends on express marketing tools. They generally don't have double records, and they all burn as much as they want. Then QQ group buys JD.COM spike, category spike, brand spike, flash purchase resources, etc. Here, there are so many self-operated businesses that they may not be used up. JD.COM spike, flash purchase, selling is expensive, a JD.COM spike is 51,111 yuan, and a JD.COM flash purchase is 31,111 yuan for three days. POP businesses are all economical to buy, which is why my colleagues who do POP hate me every day. He is desperate to find resources every day.
fifth, the operation extension under the 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, self-operated stores with category themes, and members of JD.COM PLUS, etc.
? Building a self-operated flagship store in Beijing and Tokyo is equivalent to JD.COM opening a shop jointly funded by JD.COM and merchants on his own platform, which is produced by suppliers and then branded by JD.COM. All kinds of goods have joint funds. Building a self-operated flagship store in Beijing and Tokyo is more like the existence of a grocery store in JD.COM and all kinds of JD.COM-themed goods.
? The self-operated flagship store with category theme is the flagship store of different brands with the same well-known theme, such as the self-operated flagship store of Wuchang rice in JD.COM grain and oil category, which contains the self-operated flagship stores of Wuchang rice brands such as Qiaofu Courtyard, Lujiayuanzi, Sunflower Sunshine, Mill Rice Family, etc. Wuchang is a landmark rice production area in Northeast China, and Wuchang rice is a landmark product, which is the self-operated flagship store with category theme, and so are other self-operated theme stores like beauty cosmetics. Put all the self-operated goods of well-known brands in a single store,
JD.COM PLUS member store. This store only serves customers who have opened a PLUS member store in JD.COM. Similar to the flagship store in Sam, it adopts a member store, where the products are of high quality and expensive, but the consumption power of users is the strongest.
? Under 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 usually integrates 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 in this brand into this store like the flagship store of ordinary brands, the products inside may be clean, home, tools and building materials, giving people the feeling of a brand grocery store. Theme POP stores are also relatively high-end operation modes of many large POP stores at present.
? Well, this is my basic understanding of the self-operated mode and the POP mode. There may be some incomplete places and some incorrect places. This is my personal understanding of these two modes. If I have a deeper and more comprehensive understanding later, I will continue to post articles. In addition to sharing some things in the e-commerce industry with netizens, I am also deepening my understanding of my own industry knowledge. Welcome to discuss it together.