This Year'S Double Eleven Netease Will Be Able To Achieve Low Prices And Good Things.

According to the world clothing shoes and hats net,

Soon,

and

The long - lasting heavy drama soon began, but what is different from the past is that besides the grand occasion of the two giants, it is worth noting that this year's battleground with strength is bound to join a new opponent, that is, NetEase's strict election.

According to NetEase's second quarter earnings report, the net income of mailboxes, electricity providers and other businesses was 3 billion 350 million yuan, an increase of 68.9% over the same period last year, accounting for 25% of total quarterly revenue. NetEase's strict selection is also the main contributor.

Besides the frequent actions of hotels, logistics and electricity supplier activities, NetEase's strict selection has constantly jumped into the consumer's perspective. Even more striking is that the trend of Tencent, millet and Ali is actually pushing NetEase's strict election to the height of the innovator of e-business, which is the most important business letter number.

Strength is only one aspect, and NetEase's strict selection is the difference between the two eleven stages.

Different from the complex rules of red envelopes, full reduction, direct reduction, first rise and fall, the theme of strict selection is "simple life", concise and comprehensive twenty percent off, return for free pickup, and the offline brand services that cooperate with strict selection are also included in the twenty percent off range.

Perhaps for many consumers, strict selection of simple play is to return to the shopping itself, rather than a business and platform alone carnival.

Of course, the doubt about the strict selection mode has not disappeared completely with the initial success of NetEase's strict selection, but perhaps we can read more about it by strictly selecting the information of the whole industry chain which has just been released recently.

The whole industry chain intervention is a heavy model, but it may also be the commercial barrier of the electricity supplier.

The product design of NetEase can be regarded as a self in the industry. From games, music, reading to education, NetEase has always followed the unique tonality of NetEase, and has always been able to step on the user demand point ignored by the market, making it difficult to replace its product experience, and so is NetEase's strict selection.

Its peculiarity lies in the introduction of big brand manufacturers into the supply chain, so as to equate the quality between the big brand manufacturers and the quality consumers.

This psychological pformation just caters to the consumption concept of the new middle class.

Therefore, NetEase's strict election is not only an electronic business, but also a brand.

However, because of the particularity of the strict selection mode, many people doubt that NetEase's strict election is "borrowing the concept" by borrowing the influence of the famous brand and its manufacturer. After all, the products can not be compared with the different production processes, production standards and raw materials, that is to say, the big brand foundry does not represent the big quality.

Obviously, NetEase also takes this into account. Therefore, compared with the basic framework of strict selection mode, what NetEase really wants to do is to intervene in the whole industry chain, so it can set up a tough defense system for a latecomer.

As NetEase announced before the strict selection, the platform for the entry of goods is from the forefront, the forefront to the most backend, and even after the sale of products after sale service, will take the most direct way to participate in and control.

Specific to the various processes, we can simply summarize the selected categories, screening factories, details communication, production level sample production, quality inspection, guarantee entry into the warehouse, and then go to the shelves sales, logistics, return and after-sales service.

From the above business process, we can see that the most important role of Yan Xuan is two kinds of quality control people and regulators.

As far as quality control is concerned, we can find that strict selection is a grand and meticulous system instead of following the process step by step.

Taking the internal control index as an example, it is only a threshold that is higher than the national standard and the industry standard.

In this regard, strict selection often analyzes customer's product needs from the background data, and puts them in the process of quality control, to a certain extent, improves product development and production requirements, in fact, it is more perfect for quality.

In addition, Yan Xuan also added pre risk control method of risk prediction, which shows that the extent of intervention industry chain is relatively deep.

As a supervisor, strict selection is based on a relatively high threshold for quality assurance.

For example, in the selection of factory, the business team and the quality inspection team need to make a careful study of the technology patent, development ability and quality management ability of the factory.

Among them, environmental protection requirements are particularly important. Just like this case, Guangdong Yida Textile Co., Ltd. is not only rated as "super clean emission" by Foshan, but also ranked fourth in the green supply chain index report.

It can be seen that the whole process of NetEase's strict selection has made the control and business front seem superior, but this also means that focusing on the development of the mode is just the same as that for an electric supplier, so it does not weigh the challenges brought by the large volume of business in the future. At present, low cost and high quality products are also a difficult problem under the pressure of cost.

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Under the heavy mode, can the NetEase strictly emphasize quality and achieve cheap and good things?

The cost of NetEase's strict election to realize the whole industry chain monitoring and control is obvious.

Only the human resources such as quality control team, purchasing staff, product developers and so on, will have to face the pressure of "growing" frequently. Not to mention, strict selection also wants to build a perfect technical standard system in the production process, and consumption can be imagined.

So strictly speaking, NetEase's strict selection is a brand operation of heavy mode.

After the definition of this nature is relatively clear, the specific situation of platform cost control and profit outlook has become an important topic of concern for the outside world, and the most important thing is how to maintain the balance between quality and price after the whole industry chain is invested.

As a matter of fact, the responsible person of NetEase's strict selection has given an explanation.

According to Chen Jie, there are two main directions for future earnings, one is the level of lean management that can be done in every aspect, and the two is based on the specific circumstances of the user group.

NetEase's strict election tends to the former.

It has to be said that although the whole industry chain intervention means more investment, on the other hand, it also represents NetEase's strict selection, which can achieve full control.

In the long run, if the platform can be managed in every link with the improvement of business proficiency in the future, reducing costs is actually not as complex as imagined.

To give a few examples, on the cost of acquiring passengers, on the one hand, the amount of users accumulated by the NetEase itself is an important help for the success of strict selection.

In 2016, the first internal survey was strictly selected. After sending 250 internal emails, the team got 300 thousand of sales. Therefore, the support of the mailbox greatly saved the traffic cost.

On the other hand, in addition to the distribution channels provided by the mailbox, the marketing of social media has always been a masterpiece of NetEase, and the mutual drainage of other products of NetEase is providing flow support for strict selection, and the cost of such operations actually is not high.

Moreover, big data analysis is the focus of strict selection. The direct effect of application in quality control, supervision and development is efficiency improvement, which means cost reduction.

For example, in the stage of product development and design, at present, strict selection is in cooperation with Quality Supervision Bureau, and the feedback of product information in the system will be applied in the early stage development and design.

At the same time, some information of strict selection system can be shared to the entire supplier.

To this end, NetEase strictly selected a special VOC team to be responsible for the analysis and response of the problem, and to promote some subsequent product rectification.

In short, the fine control of cost to consumers in the end is actually not a product after premium, but a quality commodity. Maybe this is the final brand image that NetEase wants to win.

Let alone admit that, behind the NetEase, strict selection is not too much pressure on the profits. Its current stage task is to build the framework and fill the foundation.

Domestic manufacturers return orders, suppliers are becoming the power of change in the electricity supplier industry.

Looking at the process of incubation and growth of NetEase, we can see that timing has played an important role in its success.

Not just the upgrading of consumption and the rise of the new middle class, but also the return of domestic manufacturing orders.

Most of the suppliers in the past only accepted foreign orders, and did not value the small batch and high frequency orders of domestic electricity suppliers.

In recent years, the global economic downturn has reduced the volume of foreign orders, and the domestic manufacturing industry is facing the pressure of pformation. At this time, NetEase's strict election mode is not only an opportunity for manufacturers to try to break through, but also an innovation point for NetEase to enter the electricity supplier.

Is this new business model ultimately possible for both sides to win? From the manufacturer's point of view, on the one hand, the profit from OEM.

Ding Lei once said at the strict supplier selection conference that each supplier will maintain three to five years' cooperation with all suppliers and pay interest to all partners in accordance with the bank's regular interest rate.

Once quoted from a Nike supplier, "the gross margin for international brand OEM is around 10%-15%, and the gross margin for strictly selected suppliers can reach 20%".

This is the actual profit given to manufacturers by strict selection. In addition, the more long-term interests are the support and cooperation provided by strict selection.

For example, many manufacturers are undertaking business exploration in the lower and middle reaches under the pressure of pformation. The online brand has always been the attempt direction, but it is obvious that the long distance between manufacturers and consumers makes the business difficult.

In this regard, NetEase can help manufacturers through data sharing, marketing strategies and reverse product development.

For NetEase's strict selection, the selection of manufacturers through many standards is an important part of quality assurance, and the hard power of manufacturers can better explain the practice of strict selection.

Take the Yida group as an example, in addition to fully automated production and environmental protection standards, Yan election also attaches importance to its mature development capability.

It is understood that the number of patent applications by Yida group is 1550, authorized by more than 900, of which more than 200 are inventions, which ranks among the top of the patent list of the whole city of Foshan.

Of course, the value of manufacturers is more than that. According to the person in charge of strict selection, what strict selection can do is to improve the quality of products, in fact, it is a help, but the power of change lies in the vast number of suppliers.

If we choose a strict selection mode to provide manufacturers with the opportunity to get out of the "behind the scenes" and business pformation, strict selection will also achieve win-win results.

NetEase's strict election is the product of upgrading the quality of e-commerce. Although compared with other traditional business tycoons, it is still weak in volume and hard to predict before, but fortunately it still has plenty of time.

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