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淘小铺具有部分社交电商的属性,但它与之并不完全相同。

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淘小铺到底是个什么属性的电商平台?

如果仅仅是翻看其售卖的商品,很难做出准确的判断。在淘小铺上,大部分爆品都来自美妆、食品、家居百货等品类,掌柜既能分享比其他平台便宜三分之一的雅诗兰黛小棕瓶和价格在百元内的三只松鼠大礼盒,也能售卖一双7元的普通家务手套。此外,在淘小铺里还能找到大量小众新品牌,例如来自韩国的蕾蒂金、源于日本的ISDG等。

这些小众品牌都在淘宝天猫在2019年4月宣布的“银河路计划”范畴内,阿里称将用这个计划帮助已入驻或将入驻天猫平台的国内外美妆品牌拓宽下沉渠道,同时通扶持新锐品牌,快速打开上升通道。

自5月上线内测以来,外界一直倾向于将淘小铺归类为社交电商。这是基于其部分特性:注册成为掌柜后,可通过向5位熟人分享商品,一键分享功能让用户直接将商品分享到微信群。产生购买后即可获得一定比例的佣金奖励,获得的佣金可以提现至支付宝。与淘宝卖家不同,淘小铺掌柜只聚焦于销售场景,发货和售后则由平台内的供应商负责完成。

对于外界此般认知,淘小铺负责人讯飞认为并不准确。在他眼中,一方面,社交仅仅是个获取流量的途径,社交电商本身不是合理的划法;另一方面,淘小铺本质仍然是淘宝生态的补充,一个为卖家提供创业渠道的工具。

从入局时间来看,淘小铺也很难吃到多少行业红利。淘小铺于2019年12月30日正式上线,这个时间点,与其模式类似但早早入局的社交电商玩家相比,来的很晚。尤其此时正处在社交电商行业的下半场,首批入局者已经迎来洗牌。行业内大部分玩家过得并不容易:京东与蘑菇街合资成立的社区拼团微选特供更名鲜来多,收缩业务聚焦生鲜品类,十荟团则选择与你我您合并,曾经的霸主微店也正处于风雨飘摇中。

行业式微时进入,淘小铺更多的任务是补充阿里生态。内测长达半年后,淘小铺对具体的业务模式也做出了调整。前期主要整体建立导师的组织机构,以及整个班级的成长情况,然后简化供应商的入驻流程,后期则是整体掌柜的入驻和开店的模式进行调整。

就在淘小铺完成初步的产品迭代、正式上线后,淘小铺负责人讯飞也接受了36氪的专访,对淘小铺的定位、业务模型都做出了详尽的拆解。

淘小铺具有部分社交电商的属性,但它与之并不完全相同。

以下为专访全文,经编辑

社交只是种流量途径,淘小铺本质是卖家创业的工具

36氪:淘小铺上线半年了,现在成绩如何?

讯飞:我们现在有近百万名掌柜,通过掌柜自运营的方式平台达到了过亿元的成交额,GMV月环比增速在300%以上。不过相比于其他的数据,我们其实最看重的指标的活跃卖家,因为本质是一个帮助卖家创业的工具,To B的事情会比较多一些。目前已经做到百万卖家活跃,未来希望做到千万卖家卖货。

淘小铺的主要目标就是要帮助和丰富淘宝的卖家生态,降低卖家创业门槛,也背负了很多的卖家诉求,功能也会越来越复杂,我们要考虑的就是帮助创业者怎么在淘宝上更简单的实现赚钱这件事情。

36氪:你们说自己不是个社交电商,那你们的定位是什么?

讯飞:我其实不认为电商可以分为社交、熟人或传统的这几种方式。今天看淘宝的店主,人的经营行为中一定会有社交和沟通。具体而言,首先,我们是通过手淘搭了一个中心化的场景,我们是淘宝的一员,诞生的一个新产品,本身属于淘宝,现在在淘宝上也会衍生出各种各样的产品,包括淘宝群、客服号等等。其次,社交本身就不是合理的划法。社交电商本质是在商,是商品,商品可以分为直营和代理,但社交只是一种流量的途径。

其实我们的核心模式是尊重个体,消费者感知是你的店铺你的ID,和你推荐的商品,他们认知的并不是平台。我们希望让掌柜走在前面,小铺只是作为后端的卖家工具提供货源的选择、培训的机制、交流的通道,而导师的角色类似MCN机构,整体的分佣模式都是按照国家合规的要求进行设计。

36氪:产品设计基于怎样的逻辑,怎么进行前期运营的?

讯飞:我们在产品设计的时候其实降低了两端的门槛,供应商入驻和掌柜来开店。用户下载APP,可以享受到一个全新的开放入驻的方式,并且我们的商品是精选SKU。之前是PC端现在是APP,以前是拍照上传,现在是自主选择商品。

我们之前在内测阶段是定向邀约,从淘宝中的海量数据挑选卖家和用户进行触达,发起正式的邀约通知,需要一部分教育和培训的工作。这意味着,原来是封闭的状态。现在已经积累了一批种子用户,我们需要传播开店方式,用户可以关联淘宝或者支付宝账户进入淘小铺。

36氪:有一个问题是,很多掌柜其实注册之后基本不活跃,怎么刺激他们卖货?

讯飞:一是增加了成熟的培训体系(试点了培训机构,比如一些淘宝大学合作的培训导师,进行筛选,招聘导师,给到培训奖励,他们会来服务普通的掌柜。导师类似辅导员,会有班级体系,不会考核掌柜,但会考核导师),和机构合作招募一些有经验的人去带人。教学员怎么选品、造人设、转发内容,从新手转变成成熟卖家。二是会跟随天猫和淘宝的促销活动和淘小铺自己的月度活动来刺激这些掌柜。

36氪:上线半年多,产品是如何迭代的,主要解决了哪些问题?

讯飞:每个月都会迭代,一开始是整体建立导师的组织机构,以及整个班级的成长情况。第二是供应商的入驻更简单,然后针对商品的品质和价格的竞争力的有更大的优势。到后期是整体掌柜的入驻和开店的模式进行调整。

我们会以最快的速度去迭代。尤其是阿里集团的两次大促给了我们机会,让我们接触到内部大促测试的过程。618的时候我们刚刚内测,那个时候效果没有那么明显,但在双十一大促的时候较日常增幅提升了20倍的增长。

36氪:大促和其他电商平台会有区别吗?

讯飞:双十一大促其实就是“好友分享日”,节奏和淘宝天猫不一样,我们会把双十一切成十一天,每天主打卖一个品类。今天不同城市掌柜货品分类是完全不一样的,一二线对国际品牌和电子产品更感兴趣。下沉市场则对食品、日用百货和超市品类更青睐。

我们还发现了一些有意思的现象,尤其是用户以一二线为主的时候:一二线越贵越卖得动,比如2000到3000块的化妆品、鱼子酱等,便宜的反而没人买。一般来说,平时一二线客单价在500以上,大促时客单价能做到1500元。尤其是单品价值比较高的时候,靠掌柜个人的背书所产生的成交转化率会远高于大盘。

36氪:现在SKU达到多少了?

讯飞:在线有1万款,快消类商品的标品为主,现在在补充非标品比如服饰等。还是看需求来决定,有的品类一周或一两天就能搞,比如Swiss就是很快做出决策的,因为我们本身有很庞大的商品供应链。

36氪:掌柜画像是怎样的?

讯飞:提炼三个关键词:有赚钱的欲望、空闲的时间、爱分享。人物画像是:一二线和三到六线是对半开,65%以上是女性,社会角色包括宝妈、白领、小镇青年等。

淘宝是航母,淘小铺是旁边一个货舰

36氪:和阿里体系内的其他电商产品是怎么协同的,尤其是和天天特卖9.9包邮,淘抢购这些类似的业务。

讯飞:其实很多业务其实都是手机淘宝客户端里的子频道,有些铺特价人群,有些是铺品牌快速销售的。小铺之所以要独立于淘宝体系之外,是因为卖家需要供给,如果放在淘内改造的负担和成本很高,还不如另开一个APP,和淘内的一些卖家进行合作。如果淘宝是航母,我们就是旁边的一个货舰,天天特卖以后也是可以作为我们的供给方,C2M也可以和我们的供应商合作的。

36氪:淘宝商家都跑到淘小铺来卖货,体系内不同渠道之间不会产生竞争吗?

讯飞:首先我们的商品选择还是精选而非海量的。所以不存在跑到淘小铺来不去淘宝的问题。我们就是帮淘宝商家拓展销售的一个渠道,线下开实体店的也会来,或者一些纯素人,双方不存在竞争关系。到淘小铺的掌柜,基本上两周比较高的可以赚到8000元到10000元,平均也能赚到3000元。

36氪:商品为什么能卖这么便宜,在上游工厂端是怎么降本增效的?

讯飞:其实不是。中国今天的零售大部分都是被品牌商占据了。淘小铺的供给模式大部分是经销商和贸易商,也会有一部分品牌直供和原产地直供,当我们把层层代理的费用去掉之后,中间的利润空间释放出来后,商品的竞争力会很强。

我们其实会有工厂直供,减少了前台电商运营的难度和成本。对于我们的供给模型而言,所有想参与小铺生意的角色,只要进行商品的拍照和上传,前端营销成本是比较简单和低的。

比如,在做iPhone11首发的时候,经销商数量和价格设定好了之后,利润其实不高,一台手机给到掌柜也就赚50块钱,但是依然会卖的很好量很大。这就是将销售渠道数字化以后带来的商品红利的增长,是驱动我们整体供货模型增长的点。

36氪:怎么撬动链接上游工厂和下游用户,让彼此的利益关系和行为动机达成一致?

讯飞:我们要做的是发动供应商的意愿去投入这件事情,掌柜是否选择你这个商品其实主要看两个方面,一方面是看品牌单品价格,佣金其实是商家用来调整和掌柜连接效率高低的一个杠杆,佣金可以给的很高,但在这之前你得做好基本的商品和品牌的供给。例如我们和Swiss合作,他们曾给出了50%的佣金比例,掌柜疯狂抢购这个商品。

36氪:掌柜怎么争取优选选择的权力?

讯飞:这个和我们淘宝首页做的千人千面的算法是一样的东西。划分标准其实是一个黑盒的模型,主要有几个维度:掌柜的活跃度、销售额、登陆次数、分享能力、帮助解决问题、素材的传播和上传、对平价的维护,我们会参考指标,也会参考淘宝和小铺的数据表现综合交叉来看。

36氪:你们有合作很多大牌,是怎么谈下来的?

讯飞:自营店用来维持品牌形象,品牌其实也有加快商品流转的诉求,我们可以帮助品牌做好整体的资金的回笼,来促进新品的投产。

36氪:品牌会选择在淘小铺投放哪类商品?

讯飞:现在还是爆品驱动的模型,但是也在加快长尾的供给。集中销售的过程中,库存深度可以得到保证,我们得有一定价格优势和分润模型。这个问题的本质其实就是,集单可以提升供应链效率然后降低单件成本的过程,我们会要求品牌商基于这样的方式去做他的商品选择。比如说今天标品卖的好是因为大众认知更全面,SKU更集中,生产更快,给掌柜也带来更大的帮助。此外也有帮助品牌推新品,在掌柜群里种草,加速市场认知和培育,这样可以促进它很好的销售。

36氪:目前天猫也在做新品,你们的区别是什么?

讯飞:在淘小铺上这些品牌可能会不那么出名,在国内相对来说比较小众,承接了天猫首发溢出的那部分商家需求。

36氪:相对于其他同类型产品,淘小铺入局算晚的,怎么建立自己的壁垒?

讯飞:我们要看自己的核心价值是什么,到底是让掌柜买还是卖?我们就是让掌柜卖,销售逻辑是比较强的,购物场景其实仍然在淘宝。和同类型的平台相比,淘小铺思路比较纯粹,就是一个for掌柜的卖家工作台,而不是自购的中心化流量的场景。

掌柜赚钱效率快慢的壁垒,基于淘宝的强大的信用背书和供应链的体系。

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