電子商務

電子商務

Amazon Vendor Central most common questions (Q) and answers (A)

  1. Chargebacks (page 1)
  2. Invoice Shortages (page 2)
  3. Delivery Windows (page 3)
  4. Purchase Order (PO) Management (page 4)
  5. Catalogue and Global Listings (page 5)
  6. Cost Updates (page 6)
  7. Amazon Brand Analytics (ABA) (page 6)
  8. Electronic Data Interchange (EDI) (page 7)
  9. Supply Chain (page 8)
  10. Terms (page 8)

1) Chargebacks

Q: How can I avoid chargebacks?
A: Chargebacks are issued for defects in the supply chain. To avoid potential chargebacks, please follow the guidelines in your Pan EU Vendor Manual, available in Vendor Central -> Support -> Resource Centre -> Operations.
Online trainings are available in Vendor Central -> Learn -> Operations -> Operational Performance (Chargebacks).
You can review any chargebacks in Vendor Central -> Reports -> Operational Performance Dashboard.
To understand each type of chargeback, please visit the following help page: Vendor Central -> Support -> Vendor Operational Performance (Chargebacks).

Q: How can I dispute a chargeback?
A: Chargebacks can be disputed directly in Vendor Central -> Reports -> Operational Performance Dashboard.
Online trainings are available in Vendor Central -> Learn -> Operations -> Operational Performance (Chargebacks).

Q: Do I receive chargebacks if your Fulfillment Center (FC) postpones the delivery date?
A: If your carrier requested a delivery within the delivery window, no chargebacks will be issued. If our FC postpones the delivery, your carrier needs to edit their appointment. In such cases, please ensure your carrier does not cancel the current appointment and does not open a new one, since this would lead to chargebacks. Please always edit the existing appointment.

2) Invoice Shortages


Q: How can I review shortages?
A: Shortages are displayed in Vendor Central -> Payments -> Financial Scorecard.
Online trainings are available in Vendor Central -> Learn -> Payments -> Manage Payments

Q: How can I dispute a shortage?
A: To identify the root cause of your shortages, please review Vendor Central -> Payments -> Financial Scorecard.
Based on the respective defects, you can address your specific questions to our support in Vendor Central -> Payments -> Dispute Management.

Q: Why should I not dispute a shortage earlier than 35 days post the invoice due date?
A: During the 35 days period post invoice due date we still keep checking daily the current stock levels in all Fulfillment Centers (FCs), matching the found ASINs against your confirmed ASINs and invoices. This process is also known as Smart Match System. Payments are being issued based on the physically received units. A Proof of Delivery (POD) might not provide sufficient level of granularity to prove whether the shipped items match exactly with the ordered items. To minimize the risk of potential shortages in the future, please follow the best practices explained in Vendor Central -> Learn -> Operations -> Shipments -> Efficient Receive Learning Path.

Q: What are the benefits of the Licence Plate receive process?
A: Operational performance (including Licence Plate receive process) is one of the key parameters we use when placing Purchase Orders (POs) to vendors. Licence Plate simplifies the receive process through a single scan, reduces the probability of miss-receive (shortages) and reduces the time to deliver.
Online trainings are available in Vendor Central -> Learn -> Operations -> Shipments

Q: How do I know if we are already using the Licence Plate receive process?
A: If you provide a carton label for each of your cartons, as part of the Advance Shipment Notification (ASN) creation, it means you are using Licence Plate.
Please review the online training in Vendor Central -> Learn -> Operations -> Shipments -> Licence Plate/GTIN Goldlist Receive

Q: Can a shortage be caused by selling the same product in different quantities? For example, sending it as a single unit, as well as a case pack of 10 units?
A: Every product must have a unique identifier (barcode and ASIN). This applies also to multipacks (for example: a pack of 10 items vs. a pack of 50 items). For the end customer as well as for Amazon these are 2 different items and you should use 2 different (unique) barcodes and ASINs for each of them. It is not possible to sell 1 ASIN in 2 different quantities. A unique ASIN is required for each quantity.

Q: Is it possible that you book one of my delivered ASINs to another Purchase Order (PO), if you do not find it immediately?
A: If the ASINs correspond to your confirmed units and invoices, the products might get matched to any of your POs, to ensure you get paid for the delivered/received products.

Q: How can I avoid a Purchase Quantity Variance (PQV)?
A: Please implement a control mechanism in your supply chain to ensure that the quantity we ordered and you confirmed is matching. Correct carton labels (for each of your cartons/pallets) are key to minimize the possibility of a miss-receive. In case of discrepancy, please raise a Contact Us case to adjust the purchase order quantity.

3) Delivery Windows

Q: How is the Delivery Window (DW) calculated? What is the usual preparation time?
A: Your DW consists of Purchase Order (PO) Confirmation time (24 hours) + PO Preparation time (usually 48 hours, depending on category and country) + Transit time which is calculated dynamically based on the distance from your warehouse to the respective Amazon Fulfillment Center (FC). Outage days and bank holidays can extend your DW as well.

Q: What should my carrier do when they are aware of a Fulfillment Center (FC) backlog? How should they manage delivery bookings?
A: There is no change to the booking process. When a carrier requests a booking date/time in Carrier Central, if that date/time is not available they will be assigned the next available slot. Carriers need to book time slots as soon as possible for their earliest delivery time (which should be within the delivery window in order to avoid chargebacks). If necessary, Amazon will provide the next best available slot as per FC capacity schedule.

Q: What should my carrier do if our delivery booking slot is moved or cancelled?
A: In case a Fulfillment Center (FC) needs to reschedule a delivery slot, you will receive a notification email at least 24 hours prior to the original scheduled delivery time. The carrier should work directly with the Relay Operations Center (ROC) by raising a case via Carrier Central to understand the next steps.

Q: Do I need to use a separate Advance Shipment Notification (ASN) label, when creating carton labels via Electronic Data Interchange (EDI) which contain a Serial Shipping Container Code (SSCC)?
A: If the SSCC which you personalized via EDI contains all the required information as per your vendor manual, it is sufficient to use SSCC only. In such instances you do not need to use a separate ASN label, if your SSCC contains the ASN number.
You can find a detailed guide to help you follow the correct process in Vendor Central -> Support -> Resource Center -> Operations -> Pan EU Vendor Manual -> Chapter: Shipment Prep and Transportation -> Section: Carton Level Information.

Q: How can I extend the delivery window for specific Purchase Orders (POs)?
A: Please discuss any delivery window adjustments with your Amazon point of contact or via Contact Us case. Please provide a business justification, explaining why your delivery window for certain POs should be extended.

Q: What should I do if my carrier is delaying a delivery?
A: The carrier is your business partner and is directly impacting your vendor performance. Please ensure your carrier is aware of the delivery window and requests a delivery appointment within this window.

Q: Can I extend my delivery window permanently?
A: Amazon estimates the required delivery time from the location of your premises to the respective Fulfillment Center (FC) based on our experience with other vendors. Ensuring your items are delivered to Amazon within the specified window is important because it directly impacts product availability and the commitment to our customers. There are some exceptions where Amazon could temporarily amend your delivery window (for example: external factors/events that cannot be mitigated by you, such as strikes in your community which cause delays in production).

Q: How can I schedule Purchase Orders (POs) to be received only on specific days?
A: Every category has its specific buying schedule. Usually, we order twice a week to guarantee the best possible customer experience and availability of your products. We do not recommend to make any adjustments to your current schedule. Exceptional use cases can be addressed via the “Contact Us” form in Vendor Central and would be evaluated individually.

4) Purchase Order (PO) Management

Q: Can I consolidate multiple Purchase Orders (POs) in one shipment?
A: Yes, if the orders have to be delivered to the same Fulfillment Center (FC) and within the same shipping window. In such instances you can consolidate multiple orders in the Advance Shipment Notification (ASN).

Q: We have not received a Purchase Order (PO) in a few weeks. How can we improve this?
A: We recommend that you regularly re-confirm the availability of your products via Vendor Central -> Items -> Catalog -> Update Availability. In addition, you can request an audit of your catalog via Vendor Central -> Items -> Add products -> NEW: Amazon Selection Assistant -> Get started

Q: Can I receive Purchase Orders (POs) only once a week?
A: Every category has its specific buying schedule. Usually, we order twice a week to guarantee the best possible customer experience and availability of your products. We do not recommend to make any adjustments to your current schedule. Exceptional use cases can be addressed via the “Contact Us” form in Vendor Central and would be evaluated individually.

Q: We have declined a Purchase Order (PO) for items which are obsolete. However, we have received another order for the same items. Why are these products still being ordered and how can we prevent this?
A: Please ensure that you are using the correct PO acknowledgement code. A detailed guide is available in Vendor Central -> Support -> Purchase Orders -> Confirm purchase orders.
Occasionally our ordering system might place an order based on customer demand for a product which is currently unavailable. In such instances you can raise a Contact Us case to our support in Vendor Central, including a list of all your obsolete items. You can ask our support team to create ordering exclusions for your vendor code(s) and block the respective obsolete ASINs.

5) Catalogue and Global Listings

Q: Where can I create or edit products?
A: In Vendor Central -> Items -> Add products -> Add new or existing products

Q: Can I edit products in bulk?
A: Yes, you can edit products in bulk. The same way you download a template to upload new items, you can do so for editing.

Q: Why my product name and/or bullet points do not display on the Amazon website?
A: Amazon will always try to reflect the most accurate data, hence we aim to prioritize information coming from the manufacturer or vendors that registered their brands via Amazon Brand Registry. If you are a brand owner, please register your brand here: https://brandservices.amazon.co.uk (if needed, update the URL based on your marketplace: .de / .fr / .it / .es / etc.)

Q: Am I allowed to ask for a Minimum Order Value (MOV) for my products?
A: We do not recommend to setup an MOV for any of your products, unless it is business critical for you. MOV often leads to overstock and could generate supply chain inefficiencies. If necessary, please open a Contact Us case in Vendor Central.

Q: Can I get support with uploading my catalog?
A: Catalog submission is a self-service process. If you have questions or you are not sure about the required information in a particular step, you can raise a Contact Us case to our support team in Vendor Central.

Q: Where can I find the Global Listings page?
A: Under the Settings tab of your Vendor Central.
Q: What are the requirements to expand my vendor catalog to Global Listings?
A: Safety warnings available in multiple languages are the minimum requirement. Please note that different Plug types or legal restrictions might block some offers for sale in other marketplaces.

Q: With Global Listings, will I receive Purchase Orders (POs) in the different marketplaces?
A: No, you will keep receiving the orders in your local marketplace but your products will be available in other marketplaces. For example: if your local marketplace is Amazon.de and you use Global Listings for France and Spain, your products will be available for customers to purchase them on Amazon.fr and Amazon.es respectively.

Q: What are the advantages of Global Listings?
A: In case you would have ordering accounts in multiple marketplaces, you would also have to deliver to these marketplaces. Via Global Listings you do not have to deliver to the respective marketplaces, because we will order the products only through your home marketplace. Please note that you would not be able to create “deals” for Global Listings. Nevertheless, you would still be able to use Amazon advertising as usual.

6) Cost Update

Q: What can I do if my cost update is rejected on Vendor Central?
A: You can try to submit a new request with a lower value, continue supplying the product at the current cost, or mark the item as temporarily unavailable in your Vendor Central catalog, until the product is available again at the current cost.
Q: How can we check our current item costs in Vendor Central?
A: You can review your current item costs by downloading them from Vendor Central -> Items -> Edit Items Costs.

7) Amazon Brand Analytics (ABA)

Q: What is Amazon Brand Analytics (ABA) Report and what information does it offer?
A: Amazon Brand Analytics (ABA) provides you with reports for your registered brand(s) across multiple areas, such as sales and traffic, operations, forecast and planning, etc. Please review the available online training in Vendor Central -> Learn -> Operations -> Reports -> Introduction to Amazon Brand Analytics (ABA).
Q: How can I get access to Amazon Brand Analytics (ABA)?
A: To get access to ABA, your email address needs to be associated with a brand which has been registered via Amazon Brand Registry. You can enroll into Amazon Brand Registry here: https://brandservices.amazon.co.uk (if needed, update the URL based on your marketplace: .de / .fr / .it / .es / etc.)

Q: Why my Brand Registry application has been rejected?
A: In order to protect your intellectual property, the Brand Registry team adheres to strict guidelines when evaluating an application. Please ensure that you use exactly the same brand name in your application as registered in the trademark register (pay attention to upper-/lower case letters). For specific questions, you can contact the Amazon Brand Registry team: https://www.amazon-brand-registry.com/uk/contact_us (if needed, update “uk” in the URL based on your marketplace: de / fr / it / es / etc.)

Q: Why I do not see Amazon Brand Analytics (ABA) in my Vendor Central?
A: Vendors with no registered brands in Amazon Brand Registry have no access to ABA. If you already registered your brand but still do not have access to ABA one week after registration, please raise a Contact Us case to the Brand Registry team: https://www.amazon-brand-registry.com/uk/contact_us (if needed, update “uk” in the URL based on your marketplace: de / fr / it / es / etc.)


Q: My reporting metrics are restricted and only show the basic report. How can I get the advanced Amazon Brand Analytics (ABA) view?
A: Please register your brand(s) via Amazon Brand Registry: https://brandservices.amazon.co.uk (if needed, update the URL based on your marketplace: .de / .fr / .it / .es / etc.)
If you have already registered your brand but still do not have access, please contact our support team via case, so we can check your setup. If you are an authorized reseller, the brand owner is able to give you access to their registered brand.

8) Electronic Data Interchange (EDI)

Q: What does EDI mean?
A: Electronic Data Interchange (EDI) is the exchange of business documents, such as purchase orders and invoices in an electronic format. Amazon’s computer systems can communicate directly to your systems and electronically exchange business information, making the process more efficient and automated. Your Amazon account can be integrated seamlessly with leading enterprise (ERP) and accounting software solutions.

Q: Which manual processes can I automate through Electronic Data Interchange (EDI)?
A: Please refer to Vendor Central -> Integration (EDI/API), where you can find all details about EDI and its integration.
Q: Why are your ordering items that have no quantity in my Electronic Data Interchange (EDI) cost inventory feed?
A: Unavailable products should be completely removed from your EDI cost feed and set manually to Obsolete via Vendor Central -> Items -> Catalog -> Update availability.

9) Supply chain


Q: What information/labelling should I add to cartons?
A: You can find a detailed guide to help you follow the correct process in Vendor Central -> Support -> Resource Center -> Operations -> Pan EU Vendor Manual -> Chapter: Shipment Prep and Transportation


Q: Can I deliver only to a limited number of Fulfillment Centers (FCs)?
A: Yes, this is possible. Please raise a Contact Us case in Vendor Central and ask about the possibility to be onboarded in the Pan-EU Inbound Consolidation Service (PICS) program. PICS is a new service for EU vendors, which allows you to ship Purchase Orders (POs) to a limited number of Amazon FCs (injection points), for a set fee.

Q: Why did I receive an overstock return more than a month after shipment?
A: Due to supply chain complexity (demand fluctuations, transshipment of goods, etc.), in some cases it might take longer to process a return.

Q: What can drive overstock?
A: If you set up a minimum order quantity for your products, this can lead to overstock. This is why we recommend not to set up a minimum order quantity for any of your products.

Q: What are the requirements for the pallet ordering program (Single-ASIN-Pallet-orders)?
A: ASINs can be enrolled in pallet ordering, in exchange for 5% cost price discount. However, this method is only indicative and not compulsory at the time of ordering. Please note that Amazon does not create pallet orders for Direct Fulfillment or Direct Import vendors.

10) Terms

Q: Are there any formal negotiation cycles to discuss terms?
A: Negotiations usually occur from October to June, but it depends on the specific term of each vendor if we need to negotiate new terms or not. If you would like to negotiate new terms, please send us your offer in written form via Contact Us case in Vendor Central and we will get back to you.

Q: When reducing a cost price, why do you charge the cost difference of your available stock?
A: Price protection agreements are part of your Terms and Conditions with Amazon. To provide the best possible customer experience, we have to compensate the cost difference for available stock.

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直擊蝦皮4.4直播現場 – 如何打造一場兩萬人同時在線的節目

今天很榮幸參加品牌行銷匯的活動,到蝦皮參觀他們的4.4直播流程。在之前的文章蝦皮社群成功的三大關鍵因素 – 蝦小編現身說法中我也有提過,蝦皮作為一個以手機APP為主的電商平台,流量一直是他們非常看重的關鍵指標,如何經營好平台流量並將人留在APP上是非常重要的課題,這部分的knowhow就是我們這次參訪最想得知的內容,所以我這次的重點其實不是放在他們怎麼做直播節目,而是他們的思考模式。

直擊蝦皮4.4直播現場 - 如何打造一場兩萬人同時在線的節目

直擊蝦皮4.4直播現場
如何打造一場兩萬人同時在線的節目

蝦皮的決策邏輯

蝦皮的in app直播功能大約是從兩年前開始的,兩年前在app上做直播能夠同時在線人數也就三五千人(在當時已經是非常了不起的數字),而2020年在不同的行銷企劃結合下可以做到同時在線上萬人以上,這次的4/4直播則是一度突破兩萬人,比起去年的雙11與雙12還要更厲害,這背後除了不間斷的資源投入外,還有公司的決策邏輯支持。

直擊蝦皮4.4直播現場 - 如何打造一場兩萬人同時在線的節目
蝦皮自己的小型直播間,蝦小編自己就能做直播

當然以蝦皮的預算資源來說,光是直播組就有近二十多人,行銷團隊上百人,而且每月都能自己辦兩場較大規模的直播活動,一場大型一場小型的,台灣能夠這樣做的公司非常少,即便有預算公司也不敢一次性投入這麼多團隊與直接架設直播間給行銷團隊使用。但這也不是短時間就做到,而是透過一次次活動KPI證明成效後,慢慢將每次的資源累積下來,才能成為現在的規模。在我與團隊聊天過程中,他們也著重提到了累積的重要性,在蝦皮內部雖然看似給非常多資源,但依然是以業績說話,唯有證明這次的行銷方式有成效,公司才會投入更多資源給行銷團隊。

蝦皮每當看到一個模式有效果後,就會持續加大投入做到極致為主,複製、規模再量產,所以直播團隊在一年內擴張了好幾倍,除了培養了自己的音效師、場控與企劃近20人外,還搭建了專屬的場地與購買燈光設備,這都跟每次團隊不斷證明自己有關,每次省下一點錢就轉成設備投資,才能一步步搭建起這樣的規模團隊。

不看大型直播而只看這專屬的小直播間,這規模是一些公司也能做到的,一個背幕加上主控台與燈光,只要有心也能建,如果有點預算則可以做到更高等級的燈光音效,這只是看公司有沒有心持續投入而已,當然是建立在直播對公司的商業長期發展上有用的狀態下才需要這麼大的投入,如果只是為了行銷部門的曝光需求,其實跟蝦皮買時段或外包也是個不錯的方式。

直擊蝦皮4.4直播現場 - 如何打造一場兩萬人同時在線的節目
大型直播間,但大型設備因為準備4.4所以都搬到外面去,這邊只留下一些基本設備

娛樂電商與流量留存率之爭

同時蝦皮也看到了電商平台的下一個趨勢,慢慢的想轉型成娛樂電商,這其實跟電商市場的留存率之爭有關。試想當一個app平台平均都有兩三百萬人在上面逛時,除了想辦法增加外部引流,更重要的就是拼如何延長消費者使用時間,畢竟熟悉CRM的都知道引新客的成本遠比留住舊客來的高很多,特別是當市占率達到一定瓶頸後,你唯一能做的就是去搶其他平台流量,與其如此還不如想辦法增加既有客戶的使用時間。

這也是為什麼蝦皮APP開發了一系列in app功能,透過動態、遊戲、直播等方式增加使用時間,所以你會看到促銷節慶的綜藝化,找藝人來玩遊戲,在in app上抽蝦幣,鼓勵用戶發動態參加遊戲,還有進行遊戲賽事DOTA直播。

直擊蝦皮4.4直播現場 - 如何打造一場兩萬人同時在線的節目
這是九點節目一開始的截圖,才上線就湧入一萬三的流量

在造節方面蝦皮也有自己的想法,可以看到今年每個月蝦皮都有促銷節日,從1.11, 2.2, 3.3, 4.4, 5.5, 6.18一直做到12.12,因為消費者就是愛這些節慶,只要有促銷節日他們就會想要衝一波,不光是這些比較大的檔期,每月18號還會由蝦小編團隊自己做購物節,就是想要每個月兩檔讓消費的氣勢不間斷。

根據內部的資訊,蝦皮今年Q1的各大檔直播活動成效已經與去年10/10與12/12接近(詳細數字就不說了),說明蝦皮的氣勢已經在累積已久後衝上來,有些自己小編做的節目導購效果可能還比大預算造節還好,說明長久持續經營已成氣候,讓我們試想一下當一個直播節目平均可以賣百萬曝光,一到兩萬平均在線人數,其實他已經成長成可以自己賣流量的媒體,任何品牌只要想要做導購或曝光都必須跟他們合作,這就是他的未來發展性,更別說in app直接做產品導購與受眾精準,實際上他們已經可以靠直播節目賣時段賺錢了。

蝦皮直播設備與團隊

談完蝦皮的直播洞見後,就來看看這次4.4他們準備了什麼吧!

直擊蝦皮4.4直播現場 - 如何打造一場兩萬人同時在線的節目

這次的4/4直播場地他們設定在公司的入口處,主要是因為餐廳那邊有另一個活動,所以他們將場地轉到入口廣場這邊,可以看到他們的人員配置幾乎跟電視台的配置差不多,一般公司應該是很難做到的。

直擊蝦皮4.4直播現場 - 如何打造一場兩萬人同時在線的節目
兩排主控台,至少一個音效師,一個導播,四個鏡頭攝影師,一個字卡,一個keyboard 老師

仔細看兩排主控台,除了keyboard老師是外聘之外,其他人都是蝦皮員工,為的就是培養自己人隨時進行中型直播,應付每月至少兩次大型節目,以及後續的電商促銷馬拉松。

直擊蝦皮4.4直播現場 - 如何打造一場兩萬人同時在線的節目
除了keyboard 老師跟一些攝影外包,其他都是蝦皮員工
直擊蝦皮4.4直播現場 - 如何打造一場兩萬人同時在線的節目
這位keyboard老師真的很厲害,都是現場直接配音效(聽說是孔鏘團隊)
現場直接配音

現場架了最少六台攝影機,分別對應不同場景切換與監控,導播是蝦皮的員工自己上場,這直播壓力應該很大吧,不能透過後期剪輯來修錯誤。

直擊蝦皮4.4直播現場 - 如何打造一場兩萬人同時在線的節目
四台攝影機隨時切畫面
直擊蝦皮4.4直播現場 - 如何打造一場兩萬人同時在線的節目
背板與進出場
直擊蝦皮4.4直播現場 - 如何打造一場兩萬人同時在線的節目
主持人有三個螢幕,包括字卡、網友留言、現場畫面,地上是場控用的提示版(計時計分)
直擊蝦皮4.4直播現場 - 如何打造一場兩萬人同時在線的節目
各種遊戲道具,旁邊有小編隨時待命
直擊蝦皮4.4直播現場 - 如何打造一場兩萬人同時在線的節目
中間過場用副景,讓主持人可以換場休息
直擊蝦皮4.4直播現場 - 如何打造一場兩萬人同時在線的節目
這次有納豆跟黃豪平當主持人,納豆現場功力真的很強
現場主持狀況,豪平還有特別注意地上的標記引導站位

根據了解,每一次蝦皮的企劃大概要兩個月的準備時間,一個月前進入戰鬥準備,依照他們的進度每個月都要上兩檔,應該隨時都是忙翻才對,這也難怪需要二十多人團隊專門負責這麼高強度的工作。而且做這種檔期很容易遇到放假日,這時全公司都要來加班,以因應促銷當入的流量與業績需求,這也是做電商不得不面臨的高壓高工時,關於工作上的一些閒聊我就不在這邊細說,若有機會再另外寫一篇分享,或是直接問蝦皮員工更快一些。

keyboard老師面前有一份rounddown可以知道現在表演的內容,選擇適合的音效

結語

這次到蝦皮參訪收穫最大的還是學習到了他們的一些決策邏輯,以及看見一間公司在直播節目上的精益求精,從平均1500人在線到現在破兩萬人,以及不斷突破自我,在不同時段對不同TA進行訴求,例如透過中午時段進行親子類產品的直播,以及嘗試轉播電競賽事等。也許大多數公司並不能像他們一樣投入這麼多的資源做這些事情,但不可否認的是,他們願意嘗試失敗以及一旦有效就加倍投入的精神,才是達成這種成果的背後原因。

很多時候公司都希望打安全牌,要100%回報才願意投資,但商業社會哪有這麼好的事情讓你每次都成功?風險的背後才是回報,不願意冒一點風險又怎能獲得後面的收益?大部分公司都說他們可以接受失敗,但都嘴巴說說而已,要是真的失敗你看看會不會直接被掃地出門,這才是現實。

最後放上他們的核心價值供大家參考,這其實也是一間新創常見的價值觀。

直擊蝦皮4.4直播現場 - 如何打造一場兩萬人同時在線的節目

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通路管理, 電子商務

外賣漲價你能接受嗎?美團將佣金漲至22%,背後的原因是什麼?

外卖佣金上涨至22%,饿了么却意外下调抽成3%,美团措手不及!_手机网易网

外賣佣金的本質是流量費和配送人工費

 
餐飲店在美團上開店,本質是藉用了美團的流量,促進了餐廳的成交,這一部分其實就是店家交給美團的流量費用。
 
而美團同時還負責幫助商家把外賣送到消費者手裡,這是幫商家提供了一種配送服務,美團收了一筆送餐費。所以整體來說,美團的佣金就是流量費和外包的人力配送費。
 
商家選擇在購物中心開店,本質上也是購買了購物中心的客流,所以客流越高的地方租金越貴就是這個道理。比如西直門凱德茂地下一層,租金成本高達每天70塊一平米,租100平米,一個月就是21萬的租金,這個和美團的佣金類似。
 
但美團佣金其實還是和租金不一樣,它反倒有一些好處,因為你有單我才收,沒單我不收,相當於網絡推廣的CPS模式,從某種程度上來說比購物中心的固定租金還要好一些。
 
至於配送的人工費,如果商家養一個配送員,一來可能送不過來,二來是他的效率很低,因為美團是把所有商家的配送按照目的地科學搭配,效率要高很多,否則商家也可以只在美團推廣,自己負責配送,那美團收的佣金會低很多,但是很少有商家選擇自己送餐,那就是自己送餐的成本更高。
 

為什麼商家會叫苦?

最近餐飲商家叫苦的比較多,甚至出現了南充市火鍋協會呼籲美團降低佣金的集體發聲。說實話,不管是餐飲行業,還是別的行業,日子過得好的其實都不多,基本上都是20%的商家日子過得好,60%勉強活著,剩下就在等死,大部分行業都這樣。
因為商業競爭的結果就是拉平商家的利潤,只有那些做得更優秀的企業才能很好的生存。你要說美團佣金高,應該沒有蘋果手機的App store高吧?
美團是25%,優質商家要在20%以下,蘋果收的佣金是30%,即使是微信這種頂級APP人家照收不誤。

一個購物中心佣金很高,商家一般不會抱怨,為什麼美團高佣金就會被詬病呢?

我想原因有兩個。
第一個是因為購物中心存在相對充分的競爭,你不去大悅城,還可以選萬象城、萬達、凱德茂、龍之夢、愛琴海、K11、頤堤港、太古里、王府井等等。
但美團現在幾乎壟斷了外賣市場,所以它就有更大的話語權去跟商家談判,就像淘寶對電商的商家一樣,話語權在淘寶那裡。
因為商家認定美團是壟斷,它靠壟斷地位隨便提高佣金,商家的流量被美團掐住了,佣金高可能並不是問題所在,而是因為大家覺得你壟斷了,還隨意提高佣金,就比較壞。
可是像三里屯太古里這樣的地方,租金再高,也不會被詬病,因為它沒有壟斷。
第二個呢,如果美團的訂單它對商家來是一個純粹的增量,商家多交一些佣金倒也罷了,但美團的訂單不完全是增量,它只是把很大一部分去商場吃飯的顧客改成點外賣了。
這麼一來,商家不僅要交店舖租金,還要給美團交佣金,而這部分訂單中很多本來就是堂食的顧客。
商家的感覺是你把原本的堂食搞到外賣平台了,還不斷提高佣金,我就氣不過了。

實際上,渠道和品牌方的博弈,一直都是這樣。

家樂福可以對弱勢品牌收取驚人的進場費,但它對可口可樂就不會那麼苛刻;購物中心會盤剝弱勢商家,但像海底撈、星巴克則是免租甚至有裝修補貼;南方的菸酒渠道賣一瓶幾百塊的人頭馬也只能賺二三十的渠道費,賣別的小品牌就能拿百分之四五十的抽成;淘寶雙十一會要求所有商家打折,但蘋果就有底氣說我不打折,我給你雙倍積分吧;店大欺客,客大欺店,過去現在,劇本幾乎從來沒有什麼變化。

美團可以隨便提高佣金嗎?肯定不會。

其實我們要看到,美團收取的佣金也並沒有給美團帶來多高的利潤率。
美團2019年財報顯示的Q3收入是275億,淨利潤19億,淨利潤率6個多點,你可以看看騰訊的淨利潤率,高達25%以上。
當然這個財務測算並不是很完備,但這大概說明了一個問題,在外賣這個行業,平台和商家到了一個都不怎麼賺錢的境地。
如果美團把平均抽成從20個點提到25個點,因為是5個點是純利,那麼淨利潤大概會增加25%,其實也沒那麼多。平台沒啥利潤,但是商家又很難受,我還是堅持我過去講過的一個觀點,就是外賣的定價有問題。
美團當初成立的時候為了競爭,抽成非常低甚至還有補貼,那麼商家當時的經營是算得過賬來的,所以當時商家對外賣的定價就過低了。可是當補貼取消,抽成增加後,商家的經營就跟當初沒法比,可是因為當初的初始定價讓顧客覺得外賣就應該很便宜,這個觀念無法扭轉,就會搞得平台、商家、顧客三方都不滿意。
一個合適的定價,是渠道有錢賺,商家有利潤,顧客能接受。
但現在不是這樣,商家要死要活的,平台看起來也沒太多利潤,如果這是普遍現象,那這樣就不是一個健康的系統。
即使拋開以上的結論,美團也無法過高的提高佣金,這是有極限的。
因為還有餓了麼跟它競爭,如果佣金提高到商家無法承受的程度,那商家要么會轉向餓了麼,要么會自己配送,其實美團出現之前,很多商家就是自己送外賣的。
商家沒了,美團也沒法自己幹。如果美團的佣金過高,只要它開始賺到了足夠的利潤,就會招來競爭者,那些互聯網大廠們都不是省油的燈,憑什麼讓你賺那麼多?我也要進來分一點。
像阿里這樣的對手,美團的高佣金一定​​會把他們招進來。
看起來美團是一家獨大,實際上只要蛋糕足夠大足夠好,就會有人進來搶,所以我認為美團是不太可能一直提高佣金的。

餐飲商家怎麼辦?

在渠道和品牌的博弈中,永遠是那些有主​​動權的一方有話語權。
你不讓我上平台,顧客就會抱怨,而且顧客還排隊來我這裡堂食,這就是實力所在,所以大品牌就可以有更低的佣金。
毛主席在重慶談判的時候,晉冀魯豫軍區還在跟國民黨軍隊打仗,談判桌上的話語權,是由戰場上的軍事實力決定的。
喜茶有幾千萬小程序用戶,星巴克有700萬會員,瑞幸有1500萬公號粉絲,這都是跟平台談判的籌碼。
那普通商家呢?
其實我說句不太好聽的話,普通商家不會有話語權,就是被人宰的命,如果你有話語權,你就不是普通商家了。
比如北京的食之六七麵館只有一家店,但是大悅城大鑼大鼓地請人家去商場了,不靠外賣人家也做不過來,因為產品強。如果做餐飲哪方面做得都普普通通,那就只能被掌握流量的平台掐得死死的,留一口氣給你活著,那​​是為了從你身上剝削利潤。
別抱怨,那樣做沒有任何用,其實平庸的商家在哪個行業都沒有理由過得很好。
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多元、快速、巨量是互聯網消費者的需求,這考驗著線上品牌的線下組織能力,傳統供應鏈上的每個環節上幾乎都倒下過一大批互聯網企業,甚至一些曾經勢頭猛進的互聯網品牌也夭折在了混亂的線下管理體制中,不過,也有品牌脫穎而出,不僅成功應對了考驗,還開創了新的管理模式。

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電商數據分析和電商資料處理

電商數據分析和電商資料處理

1、電子商務資料分析需要商業敏感

今天電子商務公司的資料分析師,有些像老闆的軍師,必須有從枯燥的資料中解開市場密碼的本事。比如,具有商業意識的資料分析師發現,網站上的嬰兒車的銷售增加了,那麼,他基本可以預測奶粉的銷量也會跟上去。再比如,網站上的產品發揮的作用並不一樣,有的產品是為了賺錢,有的產品是為了促銷,有的產品是 為了吸引流量,不同的產品在網站上擺放的位置是不一樣的。

一個商業敏感的資料分析師,是懂得用什麼樣的資料實現公司的目標。比如,樂酷天與淘寶競爭,它們重點看的不是交易量,而是流量:每天有多少新的賣家進來,賣了多少東西。因為此階段競爭最核心的就是人氣,而非實質交易量。如果新來的賣家進來賣不出東西,只有老賣家的交易量在增長,即使最後每天的交易量都 增長,也還是有問題。

再比如,一家剛踏入市場的B2B公司和已經佔領大部分市場的B2B公司,它們的目標不一樣。前者是看流量賺人氣,後者對流量不怎麼看重,而是看重交易轉化率及回頭率。

當下的資料分析師多是學統計學出身的,一堆資料放在那裏,大家都擅長怎麼算回歸、怎麼畫函數。但是這批學數學的人才缺乏商業意識,不知道這些資料對業務意味著什麼,看不見一堆資料中彼此的關係,也就不知道該用什麼樣的邏輯分析,也就無法充當老闆的眼睛了。 …

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根據資策會FIND結合Mobile First最新發布的「2014-2015臺灣五百大關鍵廣告主廣告投資動向調查報告」:估計2015年臺灣五百大廣告主媒體廣告投資規模約359.8億元,其中以行動廣告成長率最高,8成廣告主在2015年有將投入行動廣告,在關鍵廣告主的行動廣告市場規模可望達23.2%,約為90多億元。

過去認為使用手機上網多為年輕人,但TA Media和台灣大哥大的2015年全台民眾行動上網行為調查中發現,雖然行動人口在20-29歲的普及率最高(97.7%),但4G服務開通後,50歲以上的行動使用人數較以往大幅成長,中高齡使用者的上網行為和未來產生的消費能力值得關注。