Suning And Gome Called On Employees To Participate In Open Shop

Su Ning Yun said in early that suning.com is testing the micro shop, 20 thousand employees have been involved in the opening of the micro shop, and will be open to the whole society in the future. Gome also announced that the staff micro shop has been the core of the "whole retail strategy" upgrading recently. Currently, 10 thousand employees have participated in the Gome online micro store testing, and this year, there will be 100 thousand employees opening the micro shop.

Such a military force is indeed a great power and momentum. By then, maybe one hundred or even ten of you and my friends circle will be suning.com or Gome online shopkeepers. The benefits of employees' opening of micro stores have been repeatedly said by the two sides: breaking through sales venues, sales category and time constraints, motivating employees, attracting traffic for platforms, and bringing incremental market to the platform.

Thousands of soldiers are able to make electricity providers, which can really achieve drainage, but how high is the conversion rate? How big can the incremental market be?

Before we talk about this problem, first of all, we need to make it clear that suning.com and Gome online store belong to "micro business 2", that is, goods, logistics, after-sale services and so on are provided by the platform / manufacturer. The shopkeeper is only responsible for selling products to his acquaintances, and selling products can get a lot of commission money, that is, commission. The author believes that in the 2 mode, stripping the micro shop tools and the clothes of acquaintance marketing, the micro shop is still "Dad" - the hard power of the electronic business platform behind the micro shop, including products (product prices and product differences), logistics, after sales service, etc.

A successful micro business practitioner (agent 100, monthly water flow nearly one million) told the author that in essence, micro business wins is not a pattern, but a product, and this product is often scarce, good quality, and cheaper than you can buy through other channels. But at present, the price of the products sold by the employees of the e-commerce platform is consistent with the price on the platform, and now the electricity retail is highly transparent, and the information of product prices, product models and so on can instantly be compared on many platforms, and the products and prices of the micro shop have no special advantages. A senior online shopping person who often buys electronic products between Jingdong, suning.com and Gome online, after ensuring that logistics, after sale and products are provided by the platform, indicates whether: Micro shop Buying depends on price. After the author stressed that "this is a friend's Micro shop", the senior online shopping personage said: "then buy a cheap thing. After all, friends can't afford to lose face, but this is the only time."

Human consumption is not sustainable. We all understand it. There may be a shopkeeper who says that my friend needs products before I recommend him. This time, my friends are grateful to me, rather than being kidnapped by friendship. Then the problem comes again. There are so many online shopping platforms. Friends do not have to spend 1 minutes to compare prices on all platforms. The products and models on the platform are more abundant. Why do you recommend them? Either the friend is lazy and not bad money, or the other platform can not find the product he wants, which is the scarcity of the product.

At this time, shopkeepers may say that the Chinese consumption habit is to listen to friends' opinions, and what friends recommend is more reassuring. The question is coming again. The opinion of the online shopper's habit of reference is probably the thousands of comments below. Besides, suning.com and Gome online already have their own. brand effect Even if there is no "friend recommendation" relationship, do you not trust suning.com and Gome online?

The author believes that compared to the platform, the micro store only relies on the relationship of "friends and relatives" to draw the user closer. platform This is my friend's Micro shop. I care about what my friends are selling, and when my friends enthusiastically recommend it, I'll take a look. When the final product price, after-sale, logistics and a series of "hard" indicators are equal, friends will only play a role in this relationship.

Therefore, behind the human relationship, the micro shop is still the hard power of the platform - supply chain procurement, logistics, after sales and so on, and hard power competition is more sustainable. The author believes that the platform should continue to enhance the purchasing capacity of the supply chain and expand the differentiation of commodities, especially the popular and mainstream commodities, while continuing to enhance after-sales and logistics services. For example, the newly listed iPhone6+, even if it only achieves the difference of 2-3 days, can bring huge advantages. In addition, we can also consider providing products with price competitiveness to micro stores, and get some discount through the purchase of micro stores.