Taobao Tmall Mall Operating Costs Detailed Explanation

　　 General merchants

For example, let me help you make a calculation, in fact, "cost" is not only the product itself, but the inevitable cost in the whole sales process of the product. The most basic cost is a total of 6 items.

1, product cost (such as 20 yuan);

2, packaging costs (internal packaging, external packaging, tag, after sale card, packaging consumables, such as 5 yuan);

3, logistics costs (warehousing, courier, for example, 12 yuan, here to explain, sellers say this is not "cost", can not mail. But students, for the consumer shopping process, they do not pay for the postal service. They are paid at once. The logistics cost of the package is included in it. The consumers who do not mail the postal service will pay the fee together with the express fee, so they can only calculate the consumption once they take out the money. Do you want to sell your bags or not? Hard cost ".

4, Tmall deduction points (average deduction point 4%, 60 yuan sales price calculation is 2.4 yuan);

5, tax (even if the average 8%, do not mention the online shop does not pay taxes, Tmall shop corresponds to the corporate bank account, not a private bank card, all transactions a penny tax can not be reduced, that is 4.8 yuan).

Well, the above 6 costs add up to 45.4 yuan, which accounts for 75.7% of the sales price of 60 yuan, and it is a rising expenditure and a hard expenditure for sales, which can not be reduced.

That is to say, a product with a factory price of 20 yuan is sold for 60 yuan in Tmall, and the hard cost will account for over 75%, and the remaining gross profit is about 25%, which is 15 yuan.

Then ask, do you make money?

Unfortunately, in addition to the above "fixed costs", "variable costs" are even more terrible, and can be turned into three parts:

1, labor costs, that is to say, you have to spend money to support the team to do business, make the cost of Tmall, calculate less than 6 people (operation, design, customer service, storehouse, etc.), because Tmall is a company operation, the wages of employees, pension insurance, office spending on the whole booth, in Hangzhou will not be less than 7500 yuan / person, then every month is 45 thousand yuan. If you sell according to the above "3 times sales", your shop sells 500 thousand yuan per month, and the labor cost is 9%. However, in fact, the general business, labor costs can be controlled within 15%, it is very good.

2, advertising costs, advertising costs is to promote, sell traffic, this is the electricity supplier as the Internet industry, an essential expenditure, generally speaking, the promotion cost of advertising is at least not less than 12-15% of sales.

More than 20% is normal. According to the above commodity transaction price of 60 yuan for the unit price calculation, monthly sales of 500 thousand yuan, need to sell 8333 products, need to sell 277 pieces per day. If the average conversion rate of Tmall is 2%, it is necessary to introduce UV (human) number to 13850 people every day. Assuming that advertising accounts for 20% of the daily import traffic (UV number), then the promotion needs to introduce 2770 people. In Taobao, marketing is mainly through through-train, diamond booth, promotional tools (such as Juhuasuan), assuming that the average cost of 1 yuan is introduced to 1 users, then it costs 2770 yuan per day (which is far from enough), so it costs 83100 yuan a month, accounting for 16% of 500 thousand month sales.

The two additivity, which is well controlled, accounts for about 22%-30% of sales.

That is to say, fixed costs plus variable costs are all posted, without money, or at the most. Wait, are you really losing money?

How much money do you need to do business, how much inventory you need to prepare, and how much is the cost of capital chain and inventory?

Continue, according to the above, assuming that the monthly sales are 500 thousand, the total sales amount is 6 million yuan per year.

It is broken down according to the 4 quarter of a year (assuming an average sales rate of 80%):

In the 1 quarter, sales of 600 thousand required 360 thousand of capital and 70 thousand of inventory cost.

In the 2 quarter, sales of 1 million required 600 thousand of capital and 120 thousand of inventory cost.

In the 3 quarter, sales of 1 million 400 thousand required 840 thousand of capital and 160 thousand of inventory cost.

In the 4 quarter, sales of 3 million required 1 million 800 thousand of capital and 360 thousand of inventory cost.

Add up, a business of 6 million a year, and the amount of money needed is between 2 million -250.

In traditional industries, if the rate of return on investment is less than 15%, then the business will not do well: because if CPI rises 10% every year, if you invest 2 million, you will need 2 million 200 thousand to not depreciate.

Then, the fixed cost plus variable cost has basically been completely spent, and there is no money to make it. There is more money and inventory to spend here.

Well, this is the business logic of "general" businesses in Tmall. I am sure to tell you that 90% of Tmall businesses are so exhausted.

Is there any difference?

　　 Two, non general business

After the above cost analysis, it is necessary to produce in Tmall.

1, the factory ex factory price of 20 yuan, multiplied by 4 times sales, fixed costs are controlled below 50-60%, gross profit will reach 40-50% or more, annual net profit can reach 10-15%, and CPI rise almost, in fact, still did not make money;

2, the factory ex factory price is 20 yuan, multiplied by 5 times sales, fixed costs can be controlled below 50, gross profit will reach more than 50%, annual net profit can reach 20-30%, and a little money is earned.

3, the factory ex factory price is 20 yuan, multiplied by more than 5 times sales, such as multiplied by 6 times, 8 times, 10 times... Slow down, why do you multiply by so many? There are thousands of competing businesses and similar products on Tmall, your products are not cost-effective, what are they fighting for? What are the consumers willing to buy such a high price? And is online shopping not for the sake of cheap? So, once the selling price of goods is more than 5 times the ex factory price, your conversion rate and sales will be worrisome.

Well, since they are "non ordinary businesses", there is always a way to increase profits.

1, customer unit price, if the customer price is higher than 100 yuan, and the rate is higher than 1.5 (each package contains several products), logistics, packaging costs will drop more than 10%; but the high unit price will reduce the conversion rate.

2, conversion rate, if the conversion rate is higher than 3%, then the advertising cost will drop by more than 1/3.

3, the turnover rate is the flow of no cost. The key is brand, that is, product quality and user experience. Then the cost of products, the cost of shooting and production, and the cost of packaging will rise.

In addition, it is the so-called "brand" and "tonality". This is just a leap in the competition and the market, and the use of "brand" to build consumer awareness of products. In other words, the consumer's original shopping demand is to search and find the products from the big market of Taobao and Tmall, such as product style, category, price and so on, and become shopping brands, and then find the products according to the inherent characteristics of the brand. For example, "Yu Ni Fang", "AFU essential oil" or "three squirrels", the brand is the product, the category is the brand, the essential oil comes to AFU, and the dried fruit is the three squirrel. But this is not easy to succeed because every Taobao's category can only be remembered first by consumers, not second theoretically. The bloody truth is: the first thing is to burn money instead of making money, build a brand by burning money, get the market leading scale by burning money, get investment on the scale of the market, expand the scale with investment and so on. How can second of the songs be well sung? Of course, there is no possibility of "reverse attack".

So they are not ordinary merchants. They are not bad money, but they do not make money. Can millions of sellers learn such a Pyramid logic? To know, the top of Pyramid is so brilliant that the bones are piled up below.

　　 Three, the logic of running Tmall: making money or earning popularity?

Well, everyone who scolds Starbucks coffee should wake up. 20 yuan is worth 60 yuan.

This poses a fatal problem: in Tmall, most businesses are losing money, and only a few businesses make money. For those who have the advantage of first hand, such as the Korean clothing house, natural flow per day is tens of millions, even if a penny of advertising costs are not spent, it can sell millions of things, because they practice the "primitive accumulation" and become the benchmark of the industry. So we have to talk about the logic of running Tmall:

1, selling is not feasible: making Tmall must be a brand. If consumers are cheap, they can only buy goods with a cost of less than 3 times, so consumers consume the price, the style, not the brand, because most consumers find goods through the "search" needed goods, and select the goods. Then the flow is followed by "search", and businesses spend a lot of advertising fees to do search advertising.

2, sell brand: the so-called brand, the premium logic, that is, multiplied by 4 times the price of goods, due to the disappearance of cost performance, must spend more money and efforts to do brand "tonality", is the so-called user experience, seize the consumer shopping worship "cock silk" heart. In this way, consumers search for goods directly search for brands, search stores, such traffic does not cost. Or, because the selling price is high, more money can be spent to advertise and beat businesses that can't afford to advertise.

　　 Four, Taobao and Tmall's internal Source of conflict

Taobao daily trading not less than 30-40 billion yuan, Tmall if this year's transaction 200 billion, about 8-10 million per day.

1, what do double 11 represent?

Double 11, shopping carnival, Tmall's business about 70 thousand, only 2 of the omnipotent participation, and Taobao's 600 stores, one can not participate, the 11 11 35 billion transaction miracle is actually:

Depressed consumption: we all know that double 11 is coming, so the goods that we originally wanted to buy would not be consumed for 10 days in advance, which would suppress tens of billions of demands and erupt on the day of double 11. At the end of, the transaction at the end of the year was at least 40-50 billion, and repressed 10 days. You know the collective migration of consumption power: 20 thousand selected brand merchants have concentrated on sharing the consumption of about 6000000 original businesses. Consumers who originally spent on Taobao, who failed to get Tmall shopping, were transferred to a handful of Tmall merchants on the same day, while 20% of the 20 thousand merchants, or 4000 merchants, accounted for more than 90% of them.

Toll booth: Tmall screening business, there will be a deduction point, add an average of 4% points, then 35 billion of Tmall revenue should be 1 billion 600 million, coupled with the sale of hard advertising, get rid of the return and stock transactions, revenue will not exceed 2 billion.

In addition, 11 of the big businesses, by paying Tmall, monopolize almost all transactions, and acquire new consumer resources. Consumers collectively migrate from fragmented Taobao market to the "initial purchase" users of brands and big sellers, which is like driving scattered sheep on the grasslands to fixed farms.

Therefore, the beautiful double 11 and Ali income will not be as high as imagined, but only through the excessive consumption of marketing power.

Then, millions of sellers of Taobao did not even drink soup in this banquet, would they not complain?

2, what is Taobao's model?

Taobao, Tmall and Juhuasuan all belong to the category of "big Taobao". The business mode of big Taobao is "platform" + "toll station" mode.

What is B2C? B2C is a factory at the end and consumers at the end. The charm of the electricity supplier is to sell the factory products to consumers through the platform. The cost is reduced because the intermediate links are reduced, so that the price can be transferred to the consumers and make money from it.

However, this argument ignores the "competition" cost and the high "fees". This is the way of Ma Yun's money.

We can see from B2C's entire ecological chain that businesses can only do business if they are parasitic.

1, the head is brand plus products, most of which are factories in China.

2, the tail is the consumer.

Intermediate link: factory shipment - distributor (agent, generation operation) - platform entry - shooting production - shop operation maintenance - Marketing (introduction of traffic) - Service (conversion traffic) - customer service and after sale - warehouse delivery.

In such a mode, the specific Taobao consumer group is about tens of millions, but each specific brand and specific product are corresponding to the consumers who have specific shopping needs. This kind of specific is like looking for a needle in a haystack, such as a watch, the price is 20 thousand yuan, and the specific consumption demand in Taobao consumer group has 20 thousand people. Then how do we find these 20 thousand people? The answer given on Taobao platform is: search. The specific needs of these 20 thousand people are different. How do they find products? In addition to price, style, function, brand, and so on, there are hundreds of thousands of logic to "find" and "search" products.

Therefore, if you are a merchant selling the name list, you have to "render" or beautify your product at the first time in the first place when the specific consumer searches. Suppose that every day 3000 people search for this style of watches, and when consumers see your product clicking, you do "search" marketing, that is, through train, then you need to spend at least 1000-2000 yuan to compete for search, so it is possible to import traffic, which is the basic knowledge of Taobao.

That is to say, in the hundreds of millions of search needs of Taobao every day, it is a "passageway" to precisely select the specific consumers you want. Just now, all the "channels" on Taobao and Tmall have given the toll station mode for the traffic. Besides, they will also bid for the auction. You will pay enough money to keep the channel open until.

Forgive me for all the common sense you know, but what you may not understand is: if I were a brand like this, I should just jump over the toll booth, first find the 20 thousand potential customers, find them directly, convince them, why bother, burn every day, repeatedly pay the toll, and put the product in the promotion position every day? This is the logic of Taobao's electricity supplier operation.

According to the definition of social media, users first become the "fans" of specific brands and individuals by sharing the stimulating needs. First he tells you that you like them, and then you provide products and contents on demand, which eliminates the "toll booth". Users like to pay attention to it. This kind of "credit" is almost priceless.

Let's not talk about how WeChat can bypass the toll station and subvert the logic of Taobao shopping directly. Because you have to see the logic above, you will know that WeChat and social media are actively concerned about the corresponding two-way mechanism, and even the consumer driven concern + business driven mode of demand response. Once established, from factory to consumer, it becomes a road without charge. B2C is to remove all the intermediate chains, one step after all.

Therefore, the mode of "big Taobao" today is just the logic of Alibaba's electricity supplier. The premise is that traffic must be paid for. The highway is actually patency. But after they are built, there are numerous toll stations. With the commercialization process of Alibaba group, the toll station will only be built more and more in order to perfect this mode.

So, do you understand the internal conflict between Taobao and Tmall?

This is that Tmall uses "brand" to gather a few powerful company operated businesses, and start the "toll station" mode, so that the business mode of "spending money to sell traffic" can be established. And most of the 6 million businesses of Taobao are using the price to spare money. In the space of price difference, it is impossible to afford to buy more traffic. Let's take an analogy: it means that the 6 million Taobao sellers have raised the whole market of the whole blood vessel and network, and finally ended up by the strong capacity of Tmall's super toll highway.

　　 Five. Tmall So, what about other platforms?

What is the difference between Jingdong and the first store, Yi soon and Tmall?

Of course, the difference is different. First of all, Taobao has developed a set of "Chinese standards" for consumers to purchase, and these platforms mostly adopt the selling and selling system. They are "platform" + "one-time payment" mode. The so-called "one-off" means these platforms, which focus on outward purchasing volume to attract consumers. For operators and brands, Tmall mode has already been accepted, and this platform is first selected as "brand", and the brand is settled, but it only increases the "window" on the Internet, which is called the whole network marketing.

The cost is "dominant" and is clearly visible. The superimposed costs of Tmall are "hidden". This helps businesses to control risk cost and scale at all times in operation.

　　 Six, future and subversion

The ultimate return of e-commerce is the common sense of the Internet, that is, the Internet has not only "platform", but also "channel".

The future is bound to be a "channel" world. Mobile phones are, APP is, WeChat is, you do not need a platform, you can operate as long as there is a channel. And now the only way to do this is WeChat. This is Ma Yun's deep crisis, or is he going to seal WeChat, and say what mogujie.com is doing?

But can he "choke"?

The future is bound to be the world of mobile Internet. Goods do not matter in factories, warehouses, shelves, virtual lines and lines. They connect through Internet of things, and then reach consumers through their respective "passages" on the Internet. The definition of the electricity supplier is not only the Taobao type electricity supplier. In the final analysis, the flow of Internet information flows directly to consumers. Anytime, anywhere, we need a special shopping platform and Taobao to find products.

This part of the article does not diverge because the conclusion is already obvious. In the battle of pattern, Tmall is different from other platforms. Tmall just transfers the consumption power of Taobao. Ma Yun's business base is still very deep. We have different models and need not panic.

For more information, please pay attention to the world clothing shoes and hats and Internet cafes.