What You Have To Know About Net Special Contributions

"Double eleven" is coming, and the chopper is going to have a carnival. But do you really think that the official website sells the stock of the shopping malls? Those cheaper electricity suppliers are really more cost-effective?

In order to avoid the profit sharing between the two channels under the online and offline channels, many manufacturers produce "special contributions" for the special power suppliers' channels, and these "special contributions" may be wrapped in the shape and number of shopping malls, but they are "Jerry building" in terms of quality and function. Do not trust the low priced "shopping malls" on the Internet, buy the front line, sell the goods on line, compare the three goods, or the necessary homework.

Store: Tmall's flagship store buys no shoes.

"I am in Tmall BELLE.

The shoe that I bought, the businessman told me that it was a special contribution from the Internet. I didn't pay much attention to it. Anyway, I thought it was all BELLE brand.

But after I got the shoes, I was depressed. I didn't mention how strong the chemistry was. The key was to compare the shoes to the store counters and find it was different from the store.

Li Li (a pseudonym) recalled that the shoes themselves, such as glue, flat shoes, no sponge, and other small flaws do not say, she in the shop by numbering, can not find the same shoes.

Reporter survey found that Li Li's experience is not accidental, manufacturers "differential supply" is the industry's hidden rules.

"Our products are divided into two categories: the lower and the lower, the high-end.

For example, Ecovacs earth treasure 790, the facade price of about 8000 yuan, the use of intelligent cycle timing, and there are 5 kinds of cleaning mode, a continuous charging time of 100 minutes, a cleaning area of 150~200 more than square meters.

Ecovacs salesperson told reporters that the online official website only had a single cleaning mode, such as Ecovacs 530, with no reservation function, and the noise was large.

Yesterday, reporters found the 790-JR/760 vacuum cleaner on the official website. The price is nearly 1000 yuan lower than that under the line, but the product description is the cleaning area of 120~150 square meters, smaller than the counter.

Industry: network special contribution is not fake, but the price is low, the quality will be slightly.

"Flagship stores buy different products and specialties, but they are not fake products, but many brands will launch their networks to meet the needs of e-commerce prices and protect physical channels.

The price will be lower than the first grade, but of course the quality will be worse, although I always think it's a self destructive act.

Insiders said Miss Yang.

"The same factory produces flat-panel televisions, refrigerators, washing machines and other products that are supplied to physical stores and e-commerce channels."

A senior person who sells a brand household appliance in Guangzhou told reporters, "even with the same type of products, there is a big difference between the" electronic version "in the design, LCD screen type, base material and energy efficiency grade.

"Network special contribution is a problem of operation strategy. The so-called network special contribution is based on users' behavior and needs, because customers can freely comment, and businesses can sell customers' favorite products through online interaction, which is also the basis for big data.

Secondly, the special provision of the network is the behavior of the electricity supplier to compress the cost back to the customers, although the quality is less than the physical store, but the price is more favorable.

A person in charge of Tmall, who did not want to be named, told reporters.

Ma Junru, a trainee reporter

How much do you want to know about the Internet?

Is quality special?

Will the "special offer" become a synonym for low quality and inferior quality? Reporters learned from the electricity suppliers and discount stores that some commodities will directly indicate whether they are special funds, and the other part is mixed together in ordinary commodities.

"Some products will only be differentiated in design, style and function, which is equivalent to two product lines. The quality is guaranteed by brand, and there will be no difference between them. Therefore, no attention has been paid to other products."

An unnamed brand clothing company head of the marketing department said that special contributions were not allowed to sell in the real stores.

"According to the market distribution line, the next two channels, such as this year's new style of the same style autumn coat, the entity store contains 60% wool, the electricity supplier may contain wool 30%~50%, and then deduct some rental costs such as more than the physical store, so the electricity supplier is naturally cheaper, of course, it can not be said that the clothes are fake."

A business manager specializing in women's clothing in Hangzhou told reporters.

Reporters search found that brands such as Semir, Columbia, Europe, San Diego and other brands all launched special goods for electronic commerce.

Profit, entity shop network, which is more profitable?

The reporter confirmed that in order to avoid the two sales channels of the entity store and the electricity supplier, they should fight against the different consumer groups.

Management has been the choice of many enterprises.

If the shop sells only the product styles under the line, in order not to affect the sale of the entity store, it is necessary to do the same price with the same line.

When the online sales volume reaches a certain scale, it will also affect the business development of the brand franchiser under the line, so most brands offer "special funds" to balance the development of e-commerce, discount stores and cabinets.

Compared with reporters, the sales volume of Internet special contributions is obviously better than that of physical stores.

"Generally speaking, the profit deduction point of entering the shopping mall is 20%~35%, and the profit deduction point of the e-commerce website is about 15%.

Moreover, the operation cost of the e-commerce website is nearly 1/3 lower than that of the mall, so the network special contribution has more advantages, which is the cash cow of many enterprises.

Wang Bin, who focuses on network marketing at Shandong University, is so speculate.