Once, when I was very young, a series of sales and transactions we conducted could only be completed offline. The types of goods you can use depend entirely on the development of the shopping malls around your home. I still remember that my father bought me a set of small toys from a big city on a business trip, which was extremely novel to me at a young age.
Times are progressing. With the development of e-commerce industry, consumers can now buy what they want across provinces or even across borders even if they don't leave home. As a consumer and trading product, I can't help wondering, what kind of model is running behind this? Today, I will introduce you to a very popular e-commerce model in the industry: one generation.
I. Commodities
Consumption is inseparable from commodities. Among hundreds of millions of goods, which goods do merchants choose to sell? What is the standard? Before we get into the topic, let's look at two attributes of commodities. The attributes of commodities can be summarized as two: frequency and gross profit.
1. Concept explanation
Frequency: frequency is easy to understand, here refers to the number of purchases gross profit: gross profit is the profit obtained after selling goods without excluding fixed costs, and a concept called net profit needs to be distinguished here.
Let me give you an example: Xiao Wang runs a fruit shop, which mainly sells apples, mangoes and bananas. This month, the total sales of fruit he sold was 1 1,000 yuan, the purchase price of fruit was 6,000 yuan, and the monthly rent, water, electricity and manpower cost was 1 1,000 yuan.
Then the gross profit of Xiaowangjia Fruit Shop this month = 10000-6000=4000 yuan; Net profit =10000-6000-1000 = 3000 yuan.
Clever you must have guessed the difference between gross profit and net profit:
Gross profit = sales revenue-cost of sales
Net profit = sales revenue-cost of sales-fixed expenditure
Calculation formula:
Gross profit margin = 100%
Net interest rate = net profit/sales revenue 100%=/ sales revenue * 100%.
Closer to home, two attributes of commodities include frequency and gross profit. According to the four quadrants, it will be divided into four categories: high gross profit, high purchase frequency, low gross profit, high purchase frequency and low gross profit.
High gross profit and high purchase frequency, such as own brand, can ensure the quality of goods, and at the same time enhance the brand effect and user stickiness. For example, 3c category can boost purchasing power and increase profits through marketing, and products with low gross profit and high purchase frequency, such as daily necessities and food, can be used as drainage products to enhance user interaction, while low gross profit and low purchase frequency are mainly used to supplement rich categories. Although it may not be sold, it will be bought. Create a one-stop shopping atmosphere for users
According to these four dimensions, merchants will choose their own cooperative brands to enrich the goods in their stores.
Second, what is a generation?
1. Own warehouse mode
The general supply chain models of general industries are mainly divided into two categories. The first kind is to have its own storage capacity, put the materials in its own warehouse, and the internal staff is responsible for packaging and delivery.
Common brands, such as some own brands, have their own storage capacity. The advantage of this model is that the pricing power and after-sales standards are determined by themselves, which can enhance the user experience, ensure the delivery rate, and unify the packaging can also enhance the sense of quality.
But the disadvantage is that the storage cost is relatively high, and the labor cost and site cost are relatively high. Generally, self-owned warehouses have a great demand for gross profit, and low gross profit will inevitably lead to losses.
Role definition:
Buyer: For the consumer, his core appeal is to buy good and cheap goods, so he doesn't care whether the seller is a manufacturer or not. For goods of the same quality, whoever can give him the lowest price will choose who. Seller: The seller is a manufacturer, responsible for pre-sale, delivery and after-sale. The advantage is that it has the right to speak on the pricing of goods, and the delivery time and after-sales standards are controlled independently, which can give buyers preferential prices as much as possible. The concept of factory direct selling, which has been popular for some time, is to create a more affordable price to attract consumers without going through intermediaries. However, once the market is poor and the supply of tap water is insufficient, the fixed expenditure costs such as warehousing and manpower cannot be avoided. Personally, I think it is relatively difficult to make a real profit.
Step 2 send one piece at a time
The second is that it does not have its own warehouse capacity and belongs to the generation mode. Then what is generation? In fact, the consignment mode mainly solves the problem of sellers who have not established storage capacity to sell.
Role definition:
Buyer: Same as above, consumers who buy goods. Seller: After signing the contract with the manufacturer, the seller is responsible for selling as a distributor and earning the difference. The manufacturer is responsible for delivery and after-sales. Obviously, this model belongs to "traveling lightly" for sellers, and does not need to bear various fixed costs such as manpower and venues. However, because it is not controlled by itself, it is impossible to control the delivery time limit, and the packaging of goods may not be uniform, and the user experience is average. Manufacturer: For manufacturers, everyone is your seller, and you can sell quickly through different channels. Similarly, different businesses have different sales capabilities, so it is likely that manufacturers have invested in the labor costs of delivery and docking with various businesses. However, in the end, due to the weak sales ability of the merchants themselves and the high after-sales return rate, the manufacturers eventually lost money and no longer renewed their cooperation.
Third, how does the trading system support different business models?
Is there a difference in the interaction between systems under different business models?
As shown in the figure below, the roles involved in the transaction link are as follows:
C-terminal/business background: as a user to trigger an order, enter a transaction order: check the data consistency and calculate the inventory of promotional items, commodities and inventory; After the data consistency check passes, lock the inventory and deduct the inventory performance after payment; After the payment is successful, the order informs the performance to create a performance list, and the forward circulation of virtual goods ends; For physical goods, the fulfillment system sends them to wms to inform delivery. Wms:wms issues the designated warehouse, and the warehouse prints the face sheet and issues it. The system will automatically return the order number to the after-sales. When the after-sales service is started, notify the warehouse to intercept the goods. When it is judged that the warehouse has intercepted the goods or received the return, a refund will be made.
The above is the trading and delivery logic of the self-operated warehouse. For the single shipment mode, the after-sales process can only be completed after the order is issued and the warehouse receipt number is returned to confirm the return. At the same time, the system cannot automatically make some logical restrictions related to the warehouse before placing an order, such as freight, such as limiting the delivery area. , and can only be restricted manually.