Tmall Test Water C2B Customized Production Line To Block Jingdong

In April 28th, Tmall electric city officially announced that it would package the 12 production lines of ten well-known small household appliances brands, such as the US, Joyoung and SUPOR, to "customize C2B (consumer to enterprise) production". The first batch of products will be landing on Tmall and Juhuasuan platforms in May 7th.

Tmall related sources told reporters that the products involved are all small appliances. "First we will collect user data and feedback before starting production. These products are individually customized for Tmall, and no other platform is available. "

Analysts said that big data is a prerequisite for home appliances customization, "Tmall is not only the test water of C2B, but also a training of big data of Alibaba."

At the same time, this move also means that Tmall platform tries to share with Jingdong mall PK directly in the home appliance market.

　　 Big data push customization

All along, home appliance manufacturers provide special funds for Internet sales, trying to avoid consumer price parity.

However, most of the special contributions are sold on the whole network platform, and most manufacturers' so-called "customization" only changes slightly on the non core elements such as material color, key shape, material edge thickness, and some even change slightly on the same type of goods.

Tmall's move has changed the customization of online shopping, and the product line under its package will only be sold in Tmall.

Aforementioned Tmall people told reporters that the number of customized Tmall products has exceeded the brand's annual capacity of 20%. The new "underwriting and customizing" cooperation mode is a factory specializing in the production of Tmall online shopping.

It is worth mentioning that the Tmall custom product in the design stage took advantage of the opening of Ali platform. Big data 。

It is reported that the customized process is: Tmall based on the sales data of the ten brands before the Tmall Electric City, and received customer evaluation and other multi-dimensional data, integrated feedback to the brand business, after the trade-off, the product is improved and customized, and Tmall is pulled out special production line for production.

Wang Fenghe, general manager of SUPOR electric business division, told reporters in the daily economic news that the electricity supplier is a very fast developing channel, mainly because it can accurately locate its target users. "To judge his future needs through consumers' previous purchases, and then tailor them. At the same time, it will also help improve our products. "

　　 Tmall It has revealed that for some brands, the number of customized products on Tmall platform has exceeded the brand's annual capacity of 20%.

　　 industry Verticality Sink

In addition to trial water data and C2B customization, Tmall's move is to sink vertically into the industry.

Prior to this, Wang Yulei, President of Tmall, told the daily economic news reporter that the electricity business reform has entered the deep water area. With the simple demographic dividend and e-commerce, it has reached the bottleneck. It is difficult for the electricity supplier industry to have a high speed development. "This year Tmall positioning is fashionable, and the industry line is going" vertical "direction", it is necessary to make different types of services to retain users.

Tmall electric city is deeply involved in the upstream of the supply chain, and upgrading the customization level of the network is undoubtedly preparing for the future customization of C2B consumers.

In fact, apart from small household appliances, since the beginning of the year, Tmall has made efforts in vertical fields such as mobile phones and 3C. In the mobile phone industry, Tmall has signed strategic cooperation with mainstream mobile phone brands and telecom operators such as ZTE, HUAWEI and cool. In terms of logistics, Tmall power has also begun to cooperate with Haier's day by day. Tmall businesses can provide after-sales service similar to Haier's.

Analysts believe that Tmall electric city a series of actions blocking Jingdong's intentions are very obvious.

In the view of the industry, Tmall's advantage lies in its fewer intermediate links, and goods can be directly from merchants to consumers, so there are advantages in price. "The advantage of Jingdong lies in the standard logistics and distribution system, as well as the full B2C (enterprise to consumer) mode of self financing, which may lead to a higher degree of trust among consumers."