Chief of staff of Alibaba group

Speaking at the annual conference of Credit Suisse China, B2C said it was just a pitional business model, and the real business model in the future is C2B.

"The future business mode," customization "will be the mainstream. First of all, it will go to mass customization, and finally to personalized customization. The customized mode is personalized demand, multi variety, small batch, quick response, and platform collaboration. This is the future we can see.

Cao Lei, director of the China e-Business Research Center, believes that the C2B mode has set up a good communication platform for enterprises and target users to meet the personalized demands of consumers, enabling consumers to become the active party in the buying and selling relationship, breaking the situation of being hostage by price, focusing on the real needs of users, and the development trend of the future or the electricity supplier.

Special guest of this month:

Cao Lei, director of China Electronic Commerce Research Center

Zhao Yao AI Shang, general manager of Network Technology Co., Ltd.

C2B mode: aggregated but dispersed large number of users, forming a strong purchasing group.

Baidu encyclopedia defines C2B:

It is a kind of e-commerce mode, that is, customer to business.

The core of the C2B mode is to form a strong purchasing group by aggregating distributed but huge numbers of users, so as to change the weak position of users' one-by one offer in the B2C mode, so that they can enjoy the benefits of buying a single item at the price of a wholesaler.

Cao Lei: C2B is e-commerce driven by consumer demand.

Cao Lei, director of the China e-Business Research Center, believes that C2B is an e-commerce driven by consumer demand, allowing consumers to quote quotes for a particular commodity or service first, and then the supplier completes the paction through the platform by docking the user orders and information that he or she is willing to serve or provide.

Relative to C2B, B2C is driven by commodity price, carrying the role of information pmission belt, and there is no effective communication between consumers and suppliers.

Advantages of C2B mode:

For consumers, the needs of users can be fully expressed, by aggregating the original scattered but large number of users to form a strong purchasing power, changing the weak position of users' one to one bid.

For enterprises, knowing the needs of users in advance, and then customizing goods or services according to their needs reduce the cost investment to some extent.

Disadvantages of C2B mode:

First of all, the mode from user information to suppliers, the cost of service is large, and takes a long time.

Secondly, because of the difficulty of user's personal operation and the existence of trust degree, the C2B mode is still more concerned with whether the operation of the third party mechanism or platform can effectively reflect the real needs of users.

Zhao Yao: electricity consumption to C2B

Zhao Yao, general manager of AI Shang Network Technology Co., Ltd., said that C refers to users, B refers to businesses, C2B is just a concept, in fact, refers to the consumption of electricity suppliers to C2B, with the market trend to consumer oriented is a meaning.

For example, for example, an electronic business platform has one hundred million users, through studying the needs of these one hundred million consumer groups, so as to find products to meet their needs, in fact, this is the idea of consumer demand oriented, rather than to build a C2B platform.

C2B is just a change of concept relative to B2C.

In fact, as long as we grasp the essence of electronic commerce, that is, e-commerce realizes the whole business process through the way of electronic information, any mode can not be separated from this essence.

This is the same as the operation of a physical store. The essence of the return to business is consumer and consumer oriented.

C2B application area: air ticket ordering, clothing, tide shoes and other personalized customization.

At present, the C2B mode is mainly applied to the customization of air tickets, hotels, cars, computers, clothing, tidal shoes and so on.

1. airline tickets and hotel orders.

For example, to provide the hotel's "response network" for hotel reservation, through the user's booking demand, hotel bidding quotation, Select Hotel winning bid, connecting hotel occupancy and other processes, we can not only satisfy users at the most affordable price, but also help the hotel clear guest room inventory.

2. personalized clothing service.

Take the online shopping navigation "men's clothing" which is included in the "shopping treasure" as an example. By providing tens of thousands of standard clothing sizes and samples, the size of each part of each size can be adjusted for users to adjust the design of the garment pattern.

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3. personalized customization of tide shoes.

In June 18th, the world's first personalized customized website called "IDX AI Ding" was launched.

CEO Xu Zhihua, as an investor of AI Ding Ke, said that C2B is the model of AI Ding customers, that is, customers create demand and enterprises produce according to demand.

Traditional clothing business enterprises are facing high inventory challenges, and C2B mode will completely eliminate inventory.

AI Ding guest is creating an innovative customized platform.

On this platform, there are consumers, designers and manufacturers.

Consumers can design their own products or follow the works of designers, and integrate the relevant manufacturers to achieve their ideas.

Achieve online and offline linkage, achieve zero inventory.

At the same time, AI Ding guest starts the experience of the offline shop, and will set up flagship store in Beijing, Shanghai and Guangzhou this year.

In this regard, Cao Lei believes that "PEAK sports personalized customized shoes positioning for the civilian line, changed the shoe clothing customized only a few people enjoy the situation.

Most of the main consumers of these shoes are young people, while young people are consumer groups with the demand for figurative commodities. Personalized customization is conducive to the convenience of customers and basically zero demand for inventory, reducing the input of enterprises in warehousing.

But the actual operation of the extreme test of consumers, designers, manufacturers of synergy, and can only meet the small batch of rapid production.

4. C2B operation platform case: beautiful, mogujie.com.

Beauty is a social media dominated by women's fashion sharing. In a vertical field, people with the same interests gather in a community, and they can recommend, share and comment on goods, and the links of goods come from the external e-commerce websites.

Mogujie.com is a new community of female buyers. It is a platform that focuses on finding beauty and fashion, sharing shopping fun, and making friends with like-minded friends.

Every day, millions of netizens exchange fashionable and shopping topics on this platform, share and help each other, find discounts and enjoy concessions.

In this form, Cao Lei believes that the C2B form of mushroom free group is mainly based on mogujie.com's interactive platform to launch a group buying of "I like" products, and the number of participants in the group buying can reach a certain number.

Personalized customized electricity supplier trend?

Cao Lei: the challenge of customization is huge, but the long tail effect can not be ignored.

Customization will bring a lot of challenges to the apparel industry. The order of users is relatively fragmented, and there is no certain rule to follow. The control of clothing cost and processing time is very high.

However, the attractiveness of a large number of homogeneous services to consumers is gradually decreasing, and the marketing mode based on consumer personality needs more conforms to the trend of electricity supplier. The benefits brought by the long tail effect of personalized clothing can not be ignored. Small batch or multi variety production is a good attempt.

Zhao Yao: customization is only a value-added part of the brand.

At present, there are no cases of customized success in the field of e-commerce, because not many people need unique products. This is only a small group of people's needs.

Personalized customization is only a value-added part of the brand. According to the special needs of the existing group, the market opportunity of this mode is very difficult to expand, and it is impossible to achieve billions of scale, and the cost will be very high.

How to implement C2B mode?

Cao Lei: building a platform for information exchange with users, mobilizing the enthusiasm of users.

Footwear enterprises should set up a platform for information exchange with users, encourage and mobilize the enthusiasm of users.

While giving the initiative to the users, we should grasp the commodity cost, pricing, style, payment and on-line time, etc., and we need to convert the potential purchasing power of users into the actual order quantity, so as to effectively control the risks that may arise in the C2B mode.

Zhao Yao: don't be limited by mode. E-commerce needs innovation.

Do not be limited by the electricity supplier mode. E-commerce needs innovation and creativity.

On the basis of fully studying the demand of the network market, we have positioned the e-commerce platform.

E-commerce is the same as offline. It also needs positioning, promotion, operation, and providing a good experience.

Online propaganda should not be merely a spike or group purchase, because inventory and cheap goods will always be sold out, so more creativity is needed in product and communication.

"C2B mode has great room for development, but it can not ignore the risks existing in the process of operation, for example, how to ensure the matching of users' needs and goods or services provided by enterprises, and the replacement of personalized customized products."

Cao Leiru said.