Before discussing how to operate imported food, let's first look at several sets of search data on imported food: Baidu Index 360 Index Did you notice that imported food has ups and downs, but overall it's growing? Are you secretly pleased that you live in Beijing, Shanghai, Guangzhou, or Shenzhen, making purchases convenient? Have you had several online shopping experiences, keeping up with trends? Does a customer service reply like "Dear, thanks for the good review" make your imagination run wild? In reality, that person might be a rough guy! →_→
From a model perspective, it can be divided into: Direct operation by manufacturer or general agent and Market operation through agents (distributors). From a channel perspective, it can be divided into: Online KA, circulation channels, and terminals.
Below, we analyze online channel operations using B2B, B2C, M2C, BBC bonded zone, and B2B2C models (represented by JD.com, Taobao, Yihaodian, and Feiniu).
Taobao Taobao is already a familiar channel for distributors; it's fair to say almost everyone has shopped on Taobao. This channel targets consumers. The most productive channel is Tmall Supermarket, followed by Tmall Mall, then Alibaba (1688.com), and Taobao C-class stores. Tmall Supermarket can be operated by distributors or by the manufacturer's or general agent's own e-commerce department. Tmall Supermarket can be compared to offline Walmart or RT-Mart; it requires a large team to handle operations, planning, logistics, order processing, customer service, picking, etc. If the manufacturer doesn't have enough personnel or resources, it's recommended that distributors handle it—let professionals do professional work. Tmall Mall can be operated through a self-built mall by the manufacturer or general agent, or through a store-in-store distributor model. Of course, this also requires significant costs; if resources are insufficient, it's recommended that distributors operate it. Taobao C-class stores, commonly known as "Taobao personal stores," are referred to offline as "wholesale customers." Generally, if you serve Tmall Mall B-class customers well, they will wholesale to this channel's customers. Tmall Global is typically operated by manufacturers or overseas supermarkets, using the M2C model, such as cosme official overseas flagship store, emart official overseas flagship store, lottemart official overseas flagship store, Lion official flagship store, etc. These usually see very substantial sales during Double 11 or major holidays.
JD.com or Yihaodian In fact, these two models are quite similar, divided into JD (Yihaodian) direct operation or a distributor model similar to Tmall store-in-store. Direct operation is equivalent to our offline direct operation model; if resources are insufficient, it's recommended to use the distributor system (as above). JD Worldwide is similar to Tmall Global, as above.
Feiniu In fact, Feiniu, attached to RT-Mart, has developed lukewarmly. Currently, its output is mediocre, and the fee-to-sales ratio is not proportional. It's recommended that everyone not easily try it.
Cross-border e-commerce Online understanding is the cross-border bonded model, which is said to have the lowest prices because of tax exemption →_→. There is no specific channel division.
Bonded direct mail model Through bonded zone direct mail, either overseas direct mail or domestic direct mail, this involves customers placing orders online, overseas goods entering the bonded zone with customs approval, and the manufacturer or general agent shipping via express delivery to operate the market.
Platform model Platforms like Yangmatou, Xiaohongshu, Mibabao, NetEase Kaola, etc., are mostly resolved through distributor supply models.
Offline model Cross-border direct sales center experience stores, represented by Shenzhen Qianhai Free Trade Zone, Guangzhou Xiamen Hyacinth, etc. These can focus on offline BC supermarkets, and supply through distributors is sufficient.
Group buying Mainly Taobao Juhuasuan and Vipshop. Their strength lies in scheduled promotions and explosive sales. Juhuasuan focuses more on best-selling items, while Vipshop focuses more on gift boxes.
O2O model Recently popular Meituan Waimai, Ele.me, JD Daojia, etc., combine with food delivery to cater to afternoon tea time, offering imported food in set meal combinations.
Before you want to do food e-commerce well, ask yourself 6 questions
Do you embrace the internet, recognize online models, maintain an open mind, and learn with dedication?
Do you have your own team (operations, graphic design, planning, customer service, order processing, etc.)?
Are you familiar with the operational techniques of various channels, such as Taobao Juhuasuan and store-in-store operations?
Do you understand Zhitongche, Drill Exhibition, Business Advisor, JD Express, flash sales, etc.?
Can you do product selection, related products, copywriting, detail pages, and image design?
Do you have the perseverance to create a hit product?
..........
And their model ultimately is.......
Sales = Traffic X Conversion Rate
Traffic is king, but don't forget conversion.
Dreaming (pen name): A practitioner combining frontline experience and theory; has worked with KA headquarters and store execution, recruited merchants, led teams, loves to chat, moves within the snack food category, and maintains a love and curiosity for all new things. -END- The best learning platform for FMCG distributors in China Focuses on providing professional, practical, and actionable tutorials for enterprises and distributors Committed to helping Chinese FMCG distributors grow rapidly The most professional and practical knowledge base in the FMCG industry Reply with the red number below to get corresponding content Reply with number 1 to view the complete knowledge base | 001 Excellent article selection | 002 Distributor market operations | 003 Terminal visit management | 004 Sales supervisor skills | 005 Sales improvement techniques | 006 Channel expansion | 007 Managing distributors | 008 Distributor development | 009 Distributor internal operations management | 010 Team management | 011 Efficient distribution techniques | 012 Sales manager's skills | 013 KA operation methods and strategies | 014 First lesson for new sales | 015 Internet, brand | 016 Distributor B2B transformation | [Long press QR code to follow]