Jack Jones wading B2C cake delicious and delicious

On October 15th, Jack Jones Taobao flagship store officially opened. Under the overwhelming advertisements, Jack Jones daily sales exceeded 400,000, reaching a maximum of 470,000, and daily sales exceeded 400,000 for several days in a row, more than once before Taobao Mall. Uniqlo with unlimited scenery. Numerous people are rushing to tell each other that Taobao’s public relations paper is flying all over the place, so as to promote Taobao Mall and attract traditional brand enterprises to accelerate their stay at Taobao Mall.

The author analyzes how Jack Jones can be so gorgeous, mainly based on the following reasons:

1) As an international brand with strong influence in China, Jack Jones has played a significant role in sales. In particular, Jack Jones' brand positioning is consistent with Taobao's user base. There are numerous Jack Jones in Taobao. Fans;

2) Before entering Taobao Mall, thousands of shops in Taobao were selling his goods, but most of them were fakes and tails. As one of the conditions for cooperation, Taobao cooperated with Jack Jones to carry out a series of counterfeit work. , ordered a considerable number of shops selling fake Jack Jones merchandise to be removed, preparing for Jack Jones to stay in the mall;

3) Overwhelming advertisements. It is said that in order to test the water network sales for Jack Jones, but under the capital, 10 days of advertising investment reached 500,000, the most critical is that Taobao to set a typical example, it is to provide millions of free advertising resources, from Taobao Mall to the Alibaba Forum, as long as it is Ali's website, wherever it goes is Jack Jones's advertisement;

4) Jack Jones's price stick strategy. On the line consecutively engaged in a few days of spike, morning and afternoon two products, 1-3 fold the price, even those so-called net goods brand is unmatched, I was deeply impressed is a down jacket sold only 159 yuan, wanted to buy One, but white, just give up. This down jacket light has sold nearly 100 pieces in 2 hours in the morning. This brand and price are not crazy for consumers; apart from spike products, there are more than 10 half-price products, these half-price products are more powerful than spike sales. .

On the surface, Jack Jones' wading B2C has unlimited scenery and a bright future. But there are still many problems waiting for Jack Jones to resolve.

The first is the channel

How to balance the contradiction between channels and online direct sales is the most important issue that has not been solved by traditional enterprises such as Jack Jones. 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 traditional sales channels.

The second is the product

This time, many products sold by Jack Jones Network are not seasonal products, but are inventory products before last year. One is that they are concerned about the impact of traditional channels, and the other is that the traditional distribution model determines that Jack Jones does not stock large amounts of inventory. It is not yet clear what the source of the merchandise sold by Taobao Mall is (most likely an inventory of agents in a certain area). However, most of the commodities are stocked with many problems and risks. It can be seen from the Jack Jones Mall that many customers complain that the purchased products are off-line, dirty, and may cause serious brand damage to Jack Jones.

If Jack Jones' future network sales continue the strategy of selling inventory goods, then how to put an end to defective goods is of vital importance. It may be possible to use product inspection methods to collect stocks of agents and distributors, but inventory goods are used for online consumption. The experience of the person must have some harm, of course, for the price-sensitive online customers, it is a kind of two-hinged, best of both worlds.

If the goods sold by Jack Jones Network in the future are consistent with traditional channels, then the price policy must be consistent with the physical stores. From the current point of view, price consistency will greatly reduce the attractiveness of online sales. Later, I will discuss the product strategy of traditional companies between channels and networks.

The third is the price

From the sales ranking of the Jack Jones Taobao flagship store, half price and other price-reduced goods accounted for 80% of the sales, 20% of the goods accounted for 80% of the sales, 28 laws. Jack Jones also failed to escape the B2C low-price competition cycle. Low prices will not necessarily bring great harm to the brand, but the continuous low-cost policy will cultivate consumer wait-and-see, and occupy the consumer psychology of cheap, in the long run. Brands have great side effects. Perhaps the example behavior of companies such as C2C sellers and Vancl has prompted brands such as Jack Jones to make similar short-term behaviors. It is hard to believe that low-price competition has already caused companies like Vancl to fall into the trap of becoming unreliable.

The network pricing strategy is an important task for Jack Jones to learn in the future. However, from the current point of view, learning the pricing strategy of a pure e-commerce company is quite foolish and short-sighted.

The fourth is the technology platform

The opening of the Jack Jones Taobao flagship store does not mean that Jack Jones owns the technical foundation for network sales. There is still a long way to go before the real B2C, and even if it is not yet started. Although Taobao has been ignoring the strategy of powered by taobao, and the successful cooperation case of Amazon and Target has been promoted, people who really understand e-commerce know that it is only the traditional brand enterprise of Huyou, and the technical strength of Taobao is still far. Not reaching Amazon's level.

Of course, the technology platform is not a bottleneck. Cooperation with Taobao, or a separate purchase of the system for secondary development, is relatively easy to solve, but from the Jack Jones Taobao flagship store, Jack Jones's technology has not yet begun, and has already tasted The evil consequences of weak technical links, I will not say specific insider here.

The fifth is logistics

At present, the warehouse logistics of the Jack Jones Taobao shop is outsourced to a third party to operate. It is an expedient measure in terms of lack of experience and cost, but according to my understanding and feedback from customers, logistics is the biggest short board of Jack Jones. Launching B2C network sales is the biggest problem. Regardless of the experience or the talent reserve, Jack Jones has a long way to go in terms of logistics.

The sixth is the market

The gorgeous debut of Jack Jones' B2C does not mean that it has no problem in marketing. As I mentioned above, Jack Jones’ nearly 4 million sales are actually achieved through nearly 2 million advertising costs, and the proportion of market expenses is too high. This mode of operation cannot be sustained in the long term. Don't hope to Taobao here. Similar advertising support from Taobao cannot be continuously invested in a brand. The purpose of Taobao is to pull the brand in and set an example before attracting more brands to enter. fee. Once the advertising on Taobao stops, sales will drop sharply. Uniqlo is a typical example. When I first opened my business, I invested a lot of advertisements. Taobao also gave a lot of support. The daily sales reached 300,000, but nowadays the advertisements are reduced and the daily sales are less than 100,000.

The UNIQLO example may tell us that the cooperation model of powered by taobao does not necessarily suit the current Chinese market, and it is doomed to be unsuccessful for several reasons:

1) The technical platform of Taobao is still not mature enough and powerful. The function of the online shop is very limited, and the degree of customization is not high enough to meet the different promotional needs of different companies. For example, the function of package sales is very short. Connecting with traditional enterprise ERP systems is also a big problem;

2) The stability of the Taobao platform directly affects whether the transaction can be successfully completed. Once the Taobao system appears, it will affect the sales of all brands, and the brand business itself can not be resolved in a timely manner;

3) The big Taobao strategy actually wants to put brands and customers around all the chains set by Taobao, brand owners will lose autonomy, payment and logistics will be limited, and games can only be set in Taobao. Playing in the rules, this is the situation that brand owners do not want to see.

4) From the links of shop, operation, marketing, payment and logistics, Taobao is involved. Taobao is not a charity and will certainly be charged in the future. For brands with larger sales scale, the cost will certainly increase, and it is destined for the brand owners themselves. Stand out as an online shop.

5) Taobao’s promotion of sharing data with traditional companies is actually empty talk. To a certain extent, users' data of the brand will be shared. This will result in brand advertisers not easily placing advertisements in media other than Taobao, and Taobao’s advertising resources are very limited. Shops without marketing are tepid. The situation is not unusual.

Returning to Jack Jones, in summary, it is inevitable that Jack Jones set up his own shop. It is an issue that Jack Jones urgently needs to solve in order to open up an independent online shop and face the problem of network promotion, experience, talents and funds. This is probably not only the problem faced by Jack Jones, but also the problem of Vancl who has been immersed in B2C for years.

In addition to the above six issues, Jack Jones needs to solve, but also face issues such as website content, customer service, etc. These are relatively simple and will not be described one by one. (The author will write a traditional enterprise internet solution, please pay attention)

When seeing the results of the Jack Jones Taobao flagship store, some people exclaimed that "Jack Jones touched the net, it was not a spark, but a gorgeous fireworks." The author thinks that although the B2C cake is delicious, it is not so easy to eat.