Our reporter Sun Qiru
"Everything is 1 yuan, each is 1 yuan!" "The audience is 1 yuan, you can't buy it, you can't buy it, you can't be fooled"... attracted by the magical slogan to the street 1 yuan shop, it is a lot of "post 80s" Memories.
After many years, the "1 yuan shop" has revived, but this time it is online.
In the past weekend, on the occasion of Pinduoduo’s 5th anniversary celebration, Taobao special edition launched the "1 Yuan Fragrant Festival". The giant Ali once again increased its weight to sink the market, and the special price of 1 Yuan free shipping was launched every day.
While browsing platforms such as JD.com and Pinduoduo, the "factory goods", "daily specials" and "time-limited spikes" of around ten yuan have also become "weapons" for attracting consumers to place orders.
Almost forgotten cheap and small commodities, overnight became the "sweet and pastry" of the giants.
"1 yuan shop" online resurgence
"In the morning, I placed more than a dozen orders." To Ms. Tao's surprise, it was a shopping with "1 yuan free shipping" that attracted her to spend half a day on shopping. activity.
On October 10th, the Taobao special edition launched the "1 yuan more fragrance festival", and all the 100 million factory-supplied products in the audience were "1 yuan free shipping", which will continue until the end of "Double 11".
What can I buy for 1 yuan?
The latest quilted jackets, cosmetics produced by major foreign trade OEMs, fascia guns for Internet celebrity products, and charging cables that are strong enough to be used as ropes...According to information provided by Ali, it covers department stores, home furnishings, food fresh food, clothing accessories and digital home appliances Various popular products are usually sold for tens or even hundreds of yuan on the e-commerce platform. This time, they have a chance to buy them on the Taobao special edition for 1 yuan.
The reporter found on the event page of the "1 yuan more fragrance festival" that relatively high unit prices such as winter clothes and fascia guns have few opportunities to buy for 1 yuan, but 1 yuan and two catties of green-hearted kiwis cost 1 yuan. Five hand creams and two bags of laundry detergent for 1 yuan are still relatively easy to buy.
However, most of these products are sold for a limited time and in limited quantities, which more reflects the advertising effect of promoting the sales of other categories of goods at special prices.
Reverse customization under "new manufacturing"
Does the online resurgence of "1 yuan shop" mean that the retail industry is heading for a vicious price war and quality degradation?
A person in charge of a factory participating in the event revealed that this time the main purpose is to "make explosives without profit", hoping to increase consumers' awareness of their products through extremely low prices, thereby driving the sales of other products, but not Will make a loss business.
Nowadays, more and more industrial belt factories have begun to carry out digital upgrading and transformation, through C2M (User Direct Manufacturing) reverse customization to achieve mass production and reduce costs.
Li Xiaorui, marketing director of Guangdong Rilife Technology Co., Ltd., revealed that the company chose to launch a water floss product at the "1 yuan more fragrant festival".
In addition to hoping to take the opportunity to increase brand awareness, the big data and other services provided by the platform under the C2M model are very important to the factory.
"In the past, we had prepared funds, but we didn't know what kind of products to develop. Taobao special edition can provide very accurate data, so that we can use the money we need to develop products to maximize efficiency."
In September of this year, after three years of secret operation, Alibaba's first new manufacturing platform, Rhino Smart Manufacturing, was officially released.
Taking the clothing industry as an example, its traditional production model is an average order of 1,000 pieces and delivery within 15 days. Under the new manufacturing model, the "Rhino Factory" can achieve a minimum order of 100 pieces and delivery within 7 days.
In the past two years, many popular e-commerce companies have already joined the C2M market battle, such as Taobao Special Edition, Pinduoduo, Jingxi under Jingdong, and Netease Yanxuan.
When the growth dividend on the consumer side slows down, the favor of factory managers and the huge manufacturing digital service market behind them have become the blue ocean that the giants are unanimously optimistic about.
"Special economy" tapping potential will continue
Not only is it launching 1 yuan free shipping for 100 million items online, Ali’s "1 yuan shop" business seems to be spreading offline.
On the eve of the launch of the "1 yuan more fragrant festival", Ali opened a low-key 1 yuan offline experience store in Shanghai.
It is reported that Taobao special edition plans to open at least 1,000 "1 yuan stores" nationwide within three years.
The Big Mac, which has a market value of over US$800 billion, sank and opened a grocery store. This move by Ali left the outside world to reverie, and it meant to launch a secret battle against the offline retail giant MINISO.
Just two days before the launch of the "1 Yuan More Fragrant Festival", MINISO updated the prospectus for its IPO in the United States.
Established in 2013, MINISO has formed a “ten-yuan store empire” with 4,200 stores worldwide by selling small daily commodities such as mineral water, eyeliner pens, and mobile phone data cables.
The scholar Wu Xiaobo once said when evaluating MINISO: “MINISO has torn off the last layer of paper, that is, the inflated price of the retail terminal. One is the obsolescence and heaviness of the channel, and the other is the greed of the brand. Control, knock off these two, and price space suddenly appears. The point of competition may really not be online or offline, but the distance from the factory to the store."
Regarding the next step of Alibaba’s offline “1 yuan store”, Wang Hai, vice president of Alibaba and general manager of Taobao’s C2M business department, did not directly respond, but he revealed that “make consumers more simple and convenient, and within reach of consumers. We will continue to make some innovative attempts when we come into contact with good products from industrial belt factories."
Zhao Jianbo, an associate researcher at the Institute of Industrial Economics of the Chinese Academy of Social Sciences, believes that China has a consumer market of 1.4 billion people, but in a huge market, there is still a 1 billion mass sinking market. The consumption potential of the market has not been activated. C2M and special economy will activate this. Part of the consumption potential.