2065438+In July 2005, the world's first C2M e-commerce platform was launched. This is the first time that C2M mode (short circuit economy mode) has been applied to Internet e-commerce. It connects the manufacturer at one end with the consumer at the other end, and short-circuits all the intermediate links that can be short-circuited, such as inventory, logistics, general sales and distribution, and cuts off all unnecessary costs including inventory, so that users can buy ultra-high quality products at ultra-low prices.
This model is characterized by collecting and integrating consumers' information through the Internet, analyzing consumers' needs, and then sending these information to manufacturers, thus generating orders.
Different from the common sales model, C2M skips channels and intermediate links such as brands, agents and final sales terminals, so it can save intermediate costs. This model was born under the background of "Industrial Internet", and was first put forward and implemented in China by Bi Shengyu 20 13, the founder of necessities mall. It refers to the user-driven reverse production mode in modern manufacturing industry.
C2M mode is based on the Internet, big data and artificial intelligence. Through the automation, customization, energy saving and flexibility of the production line, the huge computer system is used to exchange data at any time, and the suppliers and production processes are set according to the customer's product order requirements, and finally the industrialized customization mode of personalized products is produced. This is also called the fourth scientific and technological revolution after steam engine, electrification and automation.
Explanation and misunderstanding of C2M [1]
Before explaining C2M in China, we need to understand some concepts of factory cooperation. In fact, it is a big misunderstanding to equate C2M with the factory model. Generally, according to the brand ownership of the final product and the degree of participation of the platform in product design and production, the factory model can be divided into four types: ODM, OEM, C2M and M2C.
In fact, both OEM and ODM belong to OEM mode, that is, the brand sends orders to the factory, but the brand of the final product must belong to the brand or an e-commerce platform (such as Netease YEATION). Among them, the difference between OEM and ODM is that brands participate in product design. Brands with strong design ability will choose OEM mode, that is, after designing themselves, they will hand over the design drawings to the factory, and the factory will produce according to the brand design, which is generally suitable for big brands with strong design ability or brands belonging to high-tech categories (such as Apple);
For some businesses with light business model (no design department) and weak brand categories, ODM mode can be chosen, that is, it is designed and produced by the factory, and the brand only needs to be selected from the existing styles of the manufacturer. Many Amoy brands choose ODM for some or all of their products.
In contrast, C2M and M2C prefer what we call the factory-store/factory model, because their final brands belong to the factory itself.
Background of C2M
C2M mode is produced under the background of "Industrial Internet". It originated from the concept of Industry 4.0 put forward by the German government at the Hannover Messe in 20 1 1, which refers to the automation, intelligence, networking, customization and energy saving of modern industry. Its ultimate goal is to connect different production lines through the internet, exchange data at any time by using a huge computer system, set suppliers and production processes according to customer's product order requirements, and finally produce an industrialized customization model of personalized products. This is also called the fourth scientific and technological revolution after steam engine, electrification and automation.
Industrial Internet, in short, is to connect people, data and machines, combine software and big data analysis, reorganize the industrial structure, thus stimulating productivity and bringing unprecedented solutions to manufacturers and customers. Industrial Internet will greatly improve the labor efficiency of traditional industries, bring great changes and opportunities to many industrial fields, and bring unlimited market space. According to the estimate of GE, an authoritative organization in the field of industrial Internet, the industrial Internet is expected to affect 46% of the global economy (about 32.3 trillion US dollars). In the next 20 years, the development of industrial Internet in China will bring at least about $3 trillion in GDP growth. In 20 15, Premier Li Keqiang mentioned "Internet" eight times, and put forward the concept of "internet plus", clearly proposing to combine mobile Internet with modern manufacturing industry to promote the healthy development of industrial Internet. [2]
C2M Core and Adaptation Conditions [1]
As a mode of organizing production and sales, C2M has two important characteristics: one is to organize production according to the needs of consumers; The second is to cut off the intermediate link from production to final consumption as much as possible.
First of all, it should have higher requirements for personalization.
Only those goods that consumers pay more attention to individuality and quality, such as clothing and furniture, can give full play to the advantages of C2M. On the other hand, if the standard products can meet the requirements of most consumers, it will be unprofitable for manufacturers to customize again, and the C2M model will no longer be competitive.
Secondly, it should have a relatively large cost from manufacturing to final consumption.
Fundamentally speaking, whether a manufacturer chooses C2M is actually a process of cost-benefit balance. Through C2M mode, although the manufacturer can cut off the huge cost from the factory to the final consumption, in the process, there will also be many additional costs.
For example, paying for the services provided by the platform and re-planning production according to the requirements of consumers will generate a lot of expenses. Therefore, in order to make the whole C2M model profitable, it is necessary to require that the cost that can be cut off through C2M model is high enough.
For example, in the traditional production and marketing mode, there will be huge storage costs after furniture is produced, but in C2M mode, this huge cost can be effectively saved, and C2M mode has strong competitiveness.
On the other hand, if a product does not need too many links from manufacturing to sales, and the cost is not high, then it may not be worth the loss for enterprises to choose C2M.
Thirdly, the personalization of C2M must be feasible.
In other words, after customization according to the requirements of consumers, it will not affect the quality, safety, experience and other attributes of products. For example, some enterprises now advocate C2M in the automobile industry, and I personally have some doubts about it. Generally speaking, every time a car company launches a model, it needs to carry out a lot of tests on this model to ensure its quality.
If one of the factors changes, the performance of the whole vehicle may be completely changed, and the safety of the vehicle may even be problematic. In this sense, the customization that vehicles can achieve is actually quite limited. If you want to say customization, you can only do it on some unimportant attributes such as appearance. I'm afraid there is still a long way to go to realize the customization of basic attributes such as performance.
Advantages and disadvantages of C2M mode [1]
1 C2M mode
C2M realizes the direct connection between users and factories, removes all intermediate circulation price increase links, connects designers and manufacturers, and provides users with top quality, civilian price and personalized exclusive goods. The C2M model also subverts the traditional retail thinking, which is driven by users' needs from factories to users. Through the reverse ordering of e-commerce platform, the factory will produce as much as the user orders, which completely eliminates the inventory cost of the factory and reduces the cost of the factory, which naturally reduces the cost of the product purchased by the user.
C2M mode saves the layers of price increase of middlemen, and consumers directly connect with the factory, so the factory cost is low, the products purchased by customers are cheaper, and the interests of customers are maximized. In the traditional sales model. A big cost is inventory. The C2m model greatly reduces the squeeze on inventory and funds. At the same time, in terms of timeliness, it also improves the management efficiency in product production. It can also avoid periodicity and unsalable products. With the development of economy, people's consumption level has improved and they pay more attention to individuality. C2M caters to the needs of young consumers for personalized and differentiated products.
2. The shortcomings of 2.C2M mode
At present, the biggest problem of C2M model is that without the supervision of middlemen, the product quality cannot be effectively guaranteed.
C2M is a direct docking manufacturer, and it is impossible to have everything, which has certain limitations.
After all, C2M is a new e-commerce model. In the case of similar quality and price, consumers tend to choose their familiar e-commerce platform.
The pre-sale time of customized goods is long, and consumers want to receive their favorite goods as soon as possible, which requires high timeliness. However, it will take some time for c2m model manufacturers to produce after receiving the pre-sale order, and there are shortcomings in timeliness.
Extended application of C2M
C2M customization: This is a new customization mode with the development of technology in recent years. It refers to the process of directly feeding back the customer's demand to the factory, eliminating all intermediate channels and realizing customized production on demand. Its core is mobile internet and big data thinking, which is customer-centered, digital-based and design-oriented. [3]
C2M customization process
Obtaining measurement data: At present, there are two measurement methods in the market, one is that the measurement master personally measures human body data, and the other is the newly emerging 3D measurement method, that is, scanning through 3D anthropometric equipment to obtain various body data. It is generally necessary to measure 24 parts of the human body or even more; [4]
Data transmission: the obtained human body shape data is transmitted to the factory through the Internet;
Plate making and cutting: modeling, printing and cutting according to the body data of consumers;
Personalized customization: clothes enter the factory assembly line, and finally are processed according to the individual needs of customers (such as tattoos and lettering).
Development of C2M in Major E-commerce Companies
2065438+In September 2008, Ma Yun threw out the concept of "new manufacturing" at the Yun Qi conference. The connotation of this concept is very rich, but its core is actually the thought of C2M. Shortly after the concept of "new manufacturing" was put forward, Alibaba first launched the C2M initiative within Taobao.
20 18, 1 1, Taobao upgraded its daily sales, and the Japanese factory project was also launched. On March 20 19, Alibaba resumed poly-cost-effective, and integrated it with daily sale to build the overall layout of C2M.
At the end of 20 19, Alibaba established C2M business group under Taobao business group, which officially raised C2M to the strategic level of the company. Together with the Taobao Special Edition, there are also "Super Factory Plan" and "Billion Production Area Plan", which are called the three pillars of Taobao C2M strategy.
20 18 12, Pinduoduo also launched the overall layout of C2M, launched the "new brand plan", and used C2M mode to create explosive products with manufacturers. A year later, Pinduoduo upgraded its "New Brand Plan" to "New Brand Alliance". It should be said that joining C2M has played a vital role in changing people's impression of "inferior quality and low price" in Pinduoduo and rebuilding Pinduoduo's reputation.