Recently, a TV station documentary called”The Secret of International Big Brand Cost” went viral. In this documentary of less than ten minutes, groups of shocking comparisons of prices are shocking.
In this hotly discussed documentary, it is shown that the cost of some large brands on the market is only 1%of the selling price. The person in charge of a famous suitcase manufacturer even directly said that more than 90%of the patents actually belong to Chinese factories.
The documentary also quoted an article by McKinsey, a well-known international consulting company, and pointed out that although China’s online shopping market is highly developed today, there is an e-commerce app called”Necessary” in China that The”manufacturing” business model allows users to buy international brand-name products from these factories for one or two hundred dollars.
Even, when the CCTV”News Broadcast” program saw the necessary new model, when reporting on the transformation and upgrading of China’s manufacturing, alsoAnalyze the necessity as an important sample of future business models.
Behind the success is countless closed doors
Bi Sheng, the founder of Necessary APP, used to be Baidu veteran and next to Robin Li Hot characters. Since six years ago, he has led the team to drill into the Chinese manufacturing industry with 6 million companies, and passed more than 50 stringent standards to select”international big names, flexible manufacturing, and ex-factory price sales.” /strong>”Qualified excellent manufacturer.
Today, there are more than 200 high-end manufacturers with necessary cooperation, covering 21 major categories such as clothing, beauty care, glasses, food, home furnishing, luggage, automobiles, and real estate.
Behind this success, there are countless times behind closed doors. In 2014, this small company trying to redefine the global retail industry had fewer than 70 employees. Bi Sheng took the team to Guangdong and visited thousands of manufacturers, but they all closed their doors, and were bombarded by security as a liar no fewer than ten times.
A new e-commerce model he promoted was regarded by the bosses of the manufacturing industry as a”crazy idea” and”a fantasy”. In frustration, he suffered a serious illness in Guangdong, with a fever of more than 40 degrees.
Only two years later, the same manufacturers have lined up in front of his office. This time, it’s the turn of the security guards here to rush people…
Yes! His”Arabian Nights” dream came trueIt’s true!
What kind of idea does he have to fight for?
What is it that makes this fantasy a reality? !
Flapping the wings of the butterfly and setting sail again
Before the establishment of necessary, Bi Sheng He also founded the popular Letao.com, which quickly fell due to the model tradition.
After the failure, after analyzing himself and Letao as samples, he was surprised to find a trillion-level market full of imagination.
This time, Bi Sheng founded an APP platform called Necessary. He wanted to find the butterfly that flapped its wings to set off a storm in the Pacific Ocean.
This”butterfly” is necessary C2M (Consumer to Manufacturer ,Users directly connect to the factory ) Mode.
allows you to use 199 yuan, you can buy shirts produced by the manufacturer of Bali;
only 200 yuan You can buy sports shoes produced by a manufacturer of *gram;
You can buy a suitcase produced by a manufacturer of Xin*li for only more than 200 yuan.
Being bold and miraculous, there is a mystery behind it
This”butterfly” sounds incredible
Then, Bi Sheng’s Where is the model?
What’s the secret behind it?
Previously, a product arrived in the hands of consumers like this
Because there are too many intermediate links, when the product reaches the user, The price has increased tens to hundreds of times, and the cost of tens of thousands of luxury goods may be only a few hundred yuan.
And this necessary model allows users to directly connect to high-end production lines through the necessary platforms, cutting off the intermediate price increase links, and users may only use dozens of the original product price One part, you can buy high-quality products produced by big-name manufacturers.
The manufacturer of each product must have its own independent original design or cooperate with a well-known design agency.
It is necessary to attract the terminal of the retail industry with high quality and low price-the majority of users!
At the other end of the retail industry, manufacturers are also fascinated by the necessary models and have come to the door. Because in C2M, users place an order first, and then the factory produces it. Big data drives production to eliminate inventory problems.
Using new momentum and finally gaining CCTV attention
In the first half of this year, in the face of the impact of the epidemic, some overseas orders in the domestic manufacturing industry were cancelled. The necessary mode has once again received the focus of the industry.
On July 4th, CCTV”News Broadcast” analyzed it as an important sample to promote the transformation and upgrading of domestic manufacturing;
8 On the 6th, CCTV “Chao Wen Tianxia” used it as an aid to the resumption of work and production, innovation and development The role models are introduced.
With big data, cloud computing, artificial intelligence, AR/VR and other technologies, it is necessary to transform its cooperative production lines, and launch a “one piece order” flexible manufacturercase. Users place an order first, and then the factory produces, so that the production line can follow the market demand more accurately.
User needs are better met, and market trends are better predicted. The problem of”how to find the market” that has been plagued by the manufacturing industry has been”broken” by the necessary model.
The trend is like a broken bamboo, and the situation is complete
Nowadays, Necessity has become the favorite e-commerce APP of white-collar workers nowadays, and once ranked first in the App Store’s popular searches. Third, the ninth shopping list.
Recently, they have cooperated with Xingke Coffee from Yunnan Province to sell high-quality hand brewed coffee with a price of hundreds of yuan on the market for 9.9 yuan a cup, and SF Express nationwide free shipping, can also support personalized customization.
It was discovered through the necessary order system that hundreds of thousands of users have customized their own exclusive coffee. Even many famous Internet companies and domestic restaurants have to customize their own brand of coffee.
In addition to coffee, the launch of skin care and toiletries products has also attracted widespread attention. The facial masks, eye creams, lotions, perfumes, baths and other products produced by major international raw material manufacturers use imported materials from France and Japan. , After removing the brand premium, you can enjoy the quality of luxury goods for only about 100 yuan.
△You can buy luxury-quality skin care products for only 69 yuan
EvenHost Hua Shao,The well-known musician Xiao Ke, etc., are also frequent visitors here, and they have also become word-of-mouth communicators of necessary products.
Hua Shao, after experiencing the necessary mode firsthand, he gave out “Fair price, easy to use, and really do not lose the big names, I am conqueredReviewed”. As Hua Shao said,”The most beautiful time for a person is not when you use big names, but when you start to truly become yourself.””In today’s diversified consumer market, I hope each of us pursues Necessary quality, not excessive pursuit of the brand.”
Nowadays, the”butterfly” of Necessity has been flying, and it has not only won the mainstream official media—CCTV News Network 》’s recognition, has become an important sample to promote the transformation and upgrading of domestic manufacturing, opening a breakthrough for new opportunities for Chinese manufacturing in the new consumption era.
Don’t know your heart is stirred up?
All theories will eventually become a shining reality,
Don’t wait until the alleys are empty,
You know it is hard to buy a daughter!