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[Hypnotize yourself today! ] 10,000! As a result, the code word is one afternoon, and the 3k word is obtained...... This is the helplessness of insufficient professional knowledge! 】

The website operated by 8848 U.S. Branch can be called both the American and international websites, and the service objects are mainly English-speaking countries. The website mainly sells shoes, which are generally low-cost products exported to the United States, and with the help of various marketing promotions, especially googLe's keyword advertising, it has gathered a certain market popularity.

It is an emerging in footwear e-commerce, and 8848 is quite well-known, but Sun Zhengyang also has worries.

Sun Zhengyang said worriedly: "At the beginning, the three major commodity categories sold by China 8848 were software, books and audio-visual publications, all of which were highly standardized commodities and had a very low entry threshold!" In China, 8848 is the dominant one; In the United States, the B2C business giants such as Amazon occupy more than half of the market! ”

"What's the problem?" Listening to Sun Zhengyang's opinion intently, Song Chen's expression was very focused.

Listening to the opinions of branch executives on the spot is one of the channels for Song Chen to understand the problems in the company's operations. Although the headquarters will understand, but without the right to investigate, there is no right to speak, there is no light experience, the headquarters may not understand the actual difficulties of the branch, which is also the reason why Song Chen has attached importance to "localization" from the beginning - the difference between the Chinese and American markets, exaggerated, as if two completely different cultural business worlds!

If the headquarters ignores the opinions of local executives without any reason, Song Chen will directly interfere with the operation of the branch depending on the situation.

Of course, this example has not yet appeared, and in practice, both the president of the American branch and the president of the Japanese branch have been given relatively free authority, with a certain amount of power to develop the appropriate strategy according to the market of the country! This is one of the main reasons why large companies have been unable to take substantive steps despite knowing that localization is important.

In the final analysis, this is also the source of the most entanglement of interests in the distribution of power.

There are pros and cons!

"Because of the poor foundation of the Chinese market and the small base of netizens, 8848 Xun has launched other types of sales, one is a small gift business with brand value; The second is to quickly start the sales of clothing and shoes. After a slight pause, Sun Zhengyang continued, "From low-to-mid-range products to mid-to-high-end products, the momentum of the 8848 exhibition is very fast, and it took less than a year during the period. If it is in the United States, it is self-defeating to take this step before forming its own market barriers; However, in China, the opponent is too weak, 8848 quickly seize the market classification, to avoid the classification of the market blank period to give birth to a strong competitor, has a high strategic significance! ”

Speaking of this, Sun Zhengyang directly turned to the whole: "From the lowest price of more than 10 yuan of CD audio and video, to the current unit price of more than 1,000 yuan of brand-name clothing, the unit price of China 8848 has risen from the original 15 yuan to nearly 800 yuan, China 8848 has taken more than a year!" This is a task that is built on the monopoly of 8848 on China's online shopping market, and netizens have not yet formed inertial thinking! [Note: Customer unit value: refers to the average transaction amount of users!] 】

Sun Zhengyang paved a lot, but Song Chen made up a lot of knowledge after all, and then thought of the products being sold by the 8848 American branch, and the highest unit price was only 5o US dollars, he realized: "Zhengyang, you mean that the sale of low-priced products by the American branch will affect the brand image of the website?" ”

Jiang Yan listened and nodded silently: "If I am a netizen and want to buy high-quality and inexpensive shoes, my first impression will be 8848, but if I want to buy mid-to-high-end products, 8848 will be abandoned!" It's not a problem now, but if 8848 wants to learn the horizontal expansion of the headquarters in the future, I'm afraid it will not be good for the market positioning of 8848! This is similar to the traditional shopping mall investment, the overall brand of the merchant determines the grade of the shopping mall! ”

"That's what it means!" Sun Zhengyang nodded with a smile, "If we rely on low-cost products to attract users, then once we enter the clothing products with higher unit prices, our accumulation of users' purchasing power will directly limit the growth of our website!" Previously, I hoped that Mr. He and Mr. Wang could grant me the right to buy from American mid-range shoe brands, but Mr. He refused! ”

Restricting the procurement rights of the branch is one of the restrictive measures to prevent the branch from being too big and even causing corruption and bribery, and its origin is one of the restrictive measures to control the "uncontrollable direction of localization"; In addition, it must also be considered that the purchase of mid-range shoes by brands in the United States will lead to a sharp increase in operating costs, and the American 8848 in the "guest residence" Chenxing Park does not yet have a strong storage capacity!

Unless you learn some American e-commerce websites, procurement and distribution are separated, and the distribution of products is outsourced to product distributors, but it is difficult to avoid the quality and distribution of products, which greatly affects the user experience, and is a means that is expressly abandoned by Chenxing Holdings.

Although the price of the shoes sold by 8848 International is very low, and the appearance of the shoes may not be good-looking, the quality is not a problem. If not, in the United States, where e-commerce sites are blooming everywhere and there are many competitors, wouldn't 8848 international station be self-defeating?

Song Chen put his hands behind his back and looked at the company employees wearing uniform uniforms, Song Chen pondered for a moment and asked Sun Zhengyang: "What do you have to say?" ”

Sun Zhengyang seems to be in his chest, he said: "The history of 8848 international station is not long, with the help of googLe's network promotion and QQ's BanneR advertising, 8848 has more market opportunities, so we have two good choices!" One aggressive, one steady! ”

"Oh?" Song Chen asked with interest, "What is radical and what is safe?" ”

"I once mentioned a radical plan to Mr. Wang, that is, to learn from Amazon to purchase in large quantities from local brands in the United States, strive to get a more favorable price with other similar e-commerce sites, and subsidize logistics with the profits earned. Brands can be mid-range brands or high-end luxury brands! ”

Seeing Song Chen raise his eyebrows, Sun Zhengyang explained: "Unlike China, users in the United States can accept the price of high-end brands because they like to use credit cards!" The only concern is whether these premium brands are willing to license and sell their products to us online! ”

Sure enough, such a plan of 100 million US dollars may not be enough for him to burn, how could Wang Juntao agree to Sun Zhengyang, who is just the president of the branch, to burn money like this? You must know that the money raised by 8848 is only 600 million US dollars, and the money burned by China's 8848 every year is only tens of millions of yuan......

Song Chen nodded silently and asked quietly, "What about a safe plan?" ”

Sun Zhengyang muttered: "It's still to purchase local footwear products, but the steps are relatively gentle, and you can also try to introduce products that already have international brands in China, but the companies you can choose are almost rare!" However, you can imagine from other categories, such as penguin dolls, 8848 international station does not completely sell shoe products, we also sell related products of brother companies, such as: Chenxing software's Internet café series, room management, customer management, enterprise resources eRp and other software, as well as VaLVe's "Half-Life" series...... When selling software is more like a part-time job, before the B2C e-commerce company has formed a comprehensive advantage in the category market, it is easy to diversify the sales resources of the website, and it is easy to attract more powerful competitors, such as Amazon! ”

"That's a problem!"

Of course, Song Chen knows the importance of concentrating on one field and prudently expanding the classification of other varieties before becoming bigger and stronger! Under the premise that an enterprise does not do well in the main business state, it is impossible to rely on an auxiliary business format to support the main business state.

He muttered, "That's it, I'll discuss it with He Yuntao first......

At this moment, a faint aura flashed in Song Chen's heart. He raised his left foot on the tip of his toe and raised his heel, and thought about it for a long time before he suddenly realized that at the beginning, the platform of 8848 International Station, which has no logistics support in the world but has a certain brand foundation, is a better choice! If you show up smoothly, you may be able to compete directly with Internet giants like Amazon in a short period of time!

There are three main categories of e-commerce in later generations, namely business-to-business (B2B), business-to-consumer (B2c), and consumer-to-consumer. [Note: The so-called c2B, in short, is that consumers place orders, how many orders arrive, and manufacturers start production and distribution!] 】

There are also two models of B2C, which are platform type and buy and sell type.

In later China, these two types represent two hostile e-commerce giants, namely the platform e-commerce company with Alibaba and the vertical e-commerce company with JD.com.

These two models have their own advantages and disadvantages, the biggest difference between the buying and selling model and the platform model is that the buying and selling model is stronger than the back-end, and the integration and control of the industrial chain can make this kind of e-commerce have an incomparable strength against traditional enterprises and build competitive barriers in the vertical field! Just like 8848's pair of Golden leather shoes and Kang's clothing, China's 8848, which continues to grow, will eventually have full control over the bargaining power of the purchased goods!

Just like the strength of Amazon in later generations, it has integrated the upstream and downstream supply chains, gradually occupied the high position of the smile curve industry chain, and vigorously squeezed and offset the natural and backward advantages of traditional retail.

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