Two years after entering the sinking market, Taote announced the launch of two shopping entrances, "Taote 10 Yuan Store" and "Taote 100", respectively, positioning ultra-low and affordable small items and consumption upgrade trend products. Since its launch in March 2020, Taote has assumed the role of expanding the sinking market and acquiring new users, and Alibaba's latest financial report shows that Taote currently has 280 million consumers, and the quarterly payment order volume has increased by more than 100% year-on-year.
"Taote 10 yuan store and Taote 100 are the shopping entrances of consumers, and they are also incubators for Taote and industrial belt factories to do a good job in products." Taote President Wang Hai said, "The strength of the factory is the manufacturing capacity, they provide the manufacturing capacity to produce good products at a very low price, taote's strength is the insight into consumer trends, and can establish a strong performance system, we use our respective strengths to jointly do a good job of products, which is the cooperation model between Taote and the manufacturing industry." ”
Taote President Wang Hai
The 10 yuan store adopts the online direct operation model
According to reports, the products in taote 10 yuan store and taote 100 channel come from the 1688 super factory and the taote cooperative factory. Based on consumer insights, Taote and the factory fully cooperate in research and development, manufacturing, branding and performance, simplify and change the circulation mode of goods through the M2C (direct connection of origin to consumers) model, realize high-quality cost-effective goods, and open up the sinking market. This is after last year's brand upgrade, Taote once again upgraded its cooperation with the factory. On March 25, 2021, on the occasion of the first anniversary of the launch of Taote, the brand upgrade was carried out: from direct supply from the factory to direct supply to direct supply to the place of origin and direct supply to the brand, to create a cost-effective e-commerce platform with direct supply from the source of all categories.
For the cooperation model between Taote and the factory, Wen Zhu, general manager of Taote operation, told Nandu reporter that the goods directly operated by Taote factory are not their own brands, "Many factories have no operating personnel, no professional e-commerce crowd, they are production-oriented personnel, we will have a team to help such factories sell goods." Other non-directly operated factories, they set up their own operation team or entrust the operation of the personnel to operate. ”
However, the performance process adopts a self-operated system. "We take a very strict factory access inspection, the entire performance is a self-operated system to control, for the Taote 10 yuan store and the manufacturing plant behind the Taote 100, we can ensure the entire production, manufacturing, sales process to ensure the quality of goods," Wang Hai added.
According to reports, Taote 10 yuan store, relying on the online direct operation model, is positioned to cover small items and small commodities in various life scenarios, through factory direct supply, warehouse full inspection, one-stop purchase, can achieve a parcel delivery. Nandu reporter search found that the current 10 yuan store includes "1 yuan for the whole field", "9.9 yuan 3 pieces", "0 yuan trial" and other goods, the upper right corner of the page is marked "official direct sales", commodities include desks, balconies, kitchens, entrances, bathrooms and other different scenes of daily necessities.
"Our product positioning of the Taote 10 yuan store is to focus on the small things that everyone needs in daily life, here is a one-stop small commodity market, there will be 3 yuan 3 pieces, 9 pieces of 9 three products, 18 pieces of 9 three pieces of products, these products are directly customized by us and the upstream factory, all into our warehouse, and a package is delivered to the place," said Wang Hai, president of Taote.
Taote 10 yuan store and Taote 100 page
Toute 100 focuses on "big name draw"
Taote 100 is positioned as a consumer upgrading trend commodity, focusing on cost-effective quality goods "big brand flat replacement", helping to incubate factory brands. Nandu reporter searched and saw that the Taobao 100 channel page was marked with "brand quality, factory price, official evaluation", the lowest price of the goods was 7.5 yuan, most of which were concentrated between 10 yuan and 15 yuan, of which the most expensive one was an outdoor tent with a price of 224 yuan, and the commodity SKU was still less than 100 models.
According to Wenzhu, Taote 100 products represent Taote's insight and prediction of the latest consumption trends, such as the surrounding economy, people living alone, national tide consumption, attaching importance to health and safety, lazy economy and other trends.
"We found several changes, the first epidemic has changed people's consumption habits, from outdoor sports to home, in addition to the entire consumer demand from the original 3 kilometers away to less than 3 kilometers, the surrounding economic goods are more developed, such as we see pets, flowers and birds, fishing, outdoors, baking, etc., in addition, we found that the solitary population is more obvious, these people are not willing to live with their parents, and these people have just come out to work, two people or single use of goods more, There are also these people who love to keep pets," Wenzhu said, and at the same time, after the entire supply-side change, the purchase tendency of the national tide wind is becoming more and more obvious.
"There are also some interesting insights that men's cosmetics are beginning to become more and more popular, including more and more demand for men's makeup, and finally modern people pay more attention to health and safety, we start to upgrade from the material aspect, the materials suitable for infants and young children, whether there is formaldehyde, these products are our products in the trend category." In addition, there is a lazy economic artifact, these commodities are changes in science and technology, they are convenient, such as the previous sale of knives, now turn to slice knives", Wenzhu told the Nandu reporter that Taote 100 will develop fun and easy-to-use products with factories for these new consumption trends.
For this year's goal, Wen Zhu, general manager of Taote, told Nandu reporters, "One is to help more factories build brands, and the other is to hope that consumers will spend less money to buy more practical goods." The third hope is that the current supply chain can help factories save money. ”
Written by: Nandu reporter Ma Ningning