October 15, Jack Jones Taobao flagship store officially opened, driven by overwhelming advertising, Jack Jones daily sales exceeded 400,000, up to 470,000, and for several days on the daily sales of more than 400,000, in one fell swoop than in Taobao Mall Unlimited UNIQLO. Countless people are running around, Taobao's PR is full of flying, to promote Taobao Mall, to attract traditional brand companies to speed up Taobao Mall. The author analyzes Jack Jones can be so gorgeous debut, mainly for several reasons: 1) Jack Jones, as an influential international brand in China, its popularity has played a significant role in sales, especially the Jack Jones brand Positioning and Taobao's user base is highly consistent in Taobao has numerous Jack Jones fans; 2) Before entering Taobao Mall, Taobao has thousands of shops in the sale of his products, but mostly imitation goods, Last single, as one of the conditions for cooperation, Taobao with Jack Jones launched a series of counterfeiting work, ordered a considerable part of the sale of fake Jack Jones goods shop shelves, Jack Jones stay in the mall to prepare; 3) overwhelming advertising. It is said that the Jack Jones in order to test the water network sales, but the cost of the capital, 10 days of advertising reached 50 million, the most critical is that Taobao in order to set an example, it is free to provide millions of advertising resources, from Taobao Mall to Alibaba Forum, as long as Ali's Web site, wherever he goes is Jack Jones's ad; 4) Jack Jones's price stick strategy. On the line for a few days to engage in a spike in the afternoon afternoon, the two products, 1-3 fold the price, even those so-called online stock brands are also unmatched, I was impressed with a down jacket only sell 159 yuan, wanted to snap up One, but white, give up. This down jacket light sales in the morning 2 hours on the sale of nearly 100, so that the brand and the price is not crazy for consumers to blame; In addition to spike the goods, there are more than 10 kinds of half-price goods, these half-price goods sales stronger than spike goods . On the surface, Jack Jones Wading B2C scenery unlimited, promising a bright future, but in fact there are many problems waiting for Jack Jones to solve. First of all, how to balance the channel between channels and direct sales network is the contradiction between Jack Jones and other traditional enterprises have not yet solved the most important issue. After all, channel distribution is the most important source of stable income for these brands. Although online sales are a trend, it is still impossible to replace the traditional sales channels. The second is the product The Jack Jones network sales of many products are not seasonal goods, but inventory of goods before last year, one is worried about the impact of traditional channels, and second, the traditional distribution model determines Jack Jones himself does not stockpile a large inventory . It is still unclear Taobao Mall sales of the source of goods (most likely is a regional agent inventory). However, most of the goods are stored in a lot of problems and risks, from the Jack Jones Mall you can see many customers complained that the purchase of goods off-line, dirty and other issues, may give Jack Jones a serious brand damage. If Jack Jones future online sales of inventory sales of goods continued strategy, then how to stop the defective goods is essential, you can use the product seized way to collect the inventory of agents and distributors of goods, but the inventory of goods for online consumption Of course, the experience must have some damage, of course, price-sensitive online customers can be a wishful thinking, the best of both worlds. If the future Jack Jones network sales of goods and traditional channels, then the price policy is bound to be consistent with the physical store, for now, the same price will greatly reduce the attractiveness of online sales. I will be back to the article to explore traditional products and channels in the network between the product strategy. The third is the price from the Jack Jones Taobao flagship store sales ranking point of view, half price and other price cuts accounted for 80% of sales, 20% of the products accounted for 80% of sales, twenty-eight law. Jack Jones also failed to escape the B2C low-cost competition cycle, the low price does not necessarily bring great harm to the brand, but sustained low prices will foster consumer wait-and-see, accounting for the cheap consumer psychology in the long run Brand is a big side effect. Perhaps the role models of companies such as C2C sellers and Vancl are pushing brands like Jack Jones to do similar short-term behavior, knowing that low-price competition has put companies like Vancl in such a state of being unable to extricate themselves. Network pricing strategy is an important homework for Jack Jones in the future, but for the time being, the pricing strategy of pure e-commerce enterprises is quite stupid and short-sighted. The fourth is the technology platform Jack Jones Taobao flagship store can open up, does not mean that Jack Jones has the technical basis to carry out network sales, that there is still a great distance from the real B2C, even said that has not yet started. Although Taobao has been flirting with the strategy of powered by Taobao, and take the successful case of cooperation between Amazon and Target advocated, but people who really understand e-commerce know, it is only flicker in the traditional brand companies, Moreover Taobao's technical strength is far Did not reach Amazon's level. Of course, the technology platform is not what the bottleneck, or with Taobao Ye Hao, or the secondary development of separate purchase Ye Hao, are relatively easy to solve, but judging from the Jack Jones Taobao flagship store, Jack Jones's technology has not yet begun and has tasted Weakness of the technical aspects of the consequences, the specific insider, I will not say here. The fifth is the logistics At present Jack Jones Taobao shop warehousing and logistics outsourcing to third parties to operate, from an inexperienced and cost point of view is only a stopgap measure, but as far as I know and customer feedback, logistics is Jack Jones biggest short Board, which is the biggest issue for B2C network sales. Regardless of experience or talent pool, Jack Jones has a long way to go in logistics. Sixth, the market Jack Jones's B2C journey gorgeous debut, does not mean that it is no problem in marketing. As I mentioned above, nearly 4 million sales of Jack Jones are actually rewarded with nearly 2 million advertising costs, and the proportion of market costs is too high. This mode of operation can not last long. Do not pin their hopes here on Taobao, Taobao similar advertising support can not be sustained in a brand who invested, Taobao's purpose is to pull in the brand to set an example and then attract more brands to enter, and then receive the brand of advertising fee. In Taobao ads once stopped, sales will fall sharply. UNIQLO is a classic example. Just started investing a lot of advertising, Taobao also gave a lot of support, sales reached 300,000, and now advertising cuts, sales less than 100,000. UNIQLO's example may tell us powered by taobao's cooperation model is not necessarily suitable for the current Chinese market, but also doomed success, for several reasons: 1) Taobao's technology platform is not yet mature enough and powerful, limited online shop , And the degree of customization is not high, can not meet the different business needs of different promotions, such as package sales of the function is missing. Docking with the traditional enterprise ERP system is also a big problem; 2) Taobao platform directly affects the stability of the transaction can be successfully completed, once Taobao system status, will affect the sales of all brands, and brands themselves can not be resolved independently ; 3) big Taobao strategy is actually the hope that the brand and customers are all set in the big circle of Taobao set the chain, the brand will lose autonomy, payment, logistics will be restricted, only set in Taobao Play in the rules of the game, which is the brand most do not want to see the situation. 4) from the shops, operations, marketing, payment and logistics all aspects of Taobao involved, Taobao is not a charity, will certainly be charged in the future, for larger brands, the cost of sales will certainly increase, but also doomed brands themselves Stand alone to do online shop. 5) Taobao publicity data sharing with traditional businesses, in fact, is an empty talk. And to some extent will share the brand's user data, which will result in the brand will not easily run ads on media other than Taobao, and Taobao's advertising resources are very limited, there is no tepid marketing network shop The situation is not surprising. Back to Jack Jones, in summary, Jack Jones own independent online shop is inevitable. Own independent shop, to face the problems of network promotion, experience, talent and funding, which are Jack Jones, an urgent need to solve the problem. This is probably not just the face of Jack Jones, Vanke is also immersed in many years of unresolved problems. In addition to the above six issues, Jack Jones need to be addressed, but also face issues such as website content, customer service, which is relatively simple, not one by one. When you see the results of Jack Jones Taobao flagship store made such a result, someone exclaimed "Jack Jones hit the net, touch is not a spark, but a gorgeous fireworks," I actually think B2C cake delicious, but not so easy to eat.
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