As consumers'individualized demands become clearer,the consumer-oriented C2M(reverse customization)model advantage gradually emerges.Therefore,"factory direct sales"is becoming the key word for"618"this year.
Recently,supported by the Xinhua News Agency's national brand office,the“Direct Factory Excellent Product”program implemented by Jingdong Group was officially released.At present,Jingdong has launched the“Factory Direct Excellent Product”program channel.
According to JD.com,the“Direct Factory Premium”program aims to provide efficient connection with more than 100,000 manufacturing companies across the country,enabling seamless integration and mutual promotion of high-quality production capacity and domestic consumer markets.Jingdong conducts an inspection of the settled enterprises to ensure that“low prices are not low quality”.Xinhua News Agency China Economic Information Service“Xinhua Credit”will work with JD.com to provide credit evaluation and monitoring services for participating enterprises.
Coincidentally,Alibaba's poly-costing platform and daily sales platform also launched a promotion during the 618 joint industry belt,and the daily sale announced that it will"create 300 million orders for the industry belt during 618."
In fact,because there are multiple mark-up links in the distribution mode of the supply-side layer agent,which pushes up the cost,the“factory direct sale”model can effectively solve the problem of excessive supply-side cost,so that consumers can finally get benefits..
For e-commerce platforms,removing the brand dealers in the middle and directly connecting with the manufacturers can also reduce costs and thus become more competitive at the price level.At the same time,C2M's model and manufacturers'deep customization of products can also meet the increasingly personalized consumer demand.
According to the"Electronic Business Daily",after the"big-name foundry"carefully selected by NetEase was recognized by the market,the enthusiasm of Taobao,Jieduodu,Suning and other e-commerce companies to tap the value of the factory was stimulated,and even the factory brand of the platform was intentionally hatched..In April of this year,Jingdong opened a small program and opened the door to the factory.On the homepage,the“factory direct supply”channel was launched.At the same time,Taobao also renamed Taobao every day,and emphasized the factory in both investment promotion and publicity.participate.
For manufacturers on the supply side,the factory directly interfaces with the e-commerce platform,which is also an opportunity to establish its own brand.Compared with the previous OEM OEM model,the profit margin of selling goods on the e-commerce platform is not high,but they value the ability of the electric commodity platform to shape the brand.
In fact,these factory brands have also chased the tide of e-commerce.Due to lack of brand awareness and channel operation experience,some high-quality goods are difficult to find their own precise consumer groups,and eventually they are squeezed out of the market by some inferior and low-priced goods.However,as the C2M model gradually becomes a“window”,leveraging the e-commerce platform can leverage the advantages of e-commerce giants in retail,supply chain,data and marketing to help factory businesses accurately match consumer demand and make more Factory merchants are involved in more valuable retail scenarios.
In general,e-commerce companies hope to win more consumers with the price advantage of“manufacturer direct sales”,especially for consumers in low-priced markets that are more sensitive to price;factory brands hope to improve by 618 Sales,even to make their own brand quickly recognized by consumers.But no matter what new technologies,new formats,new models,and ultimately to meet consumer demand as the starting point,the prospects of the C2M model will be better.