Original title: Promoting the "Internet +" transformation of the tea industry
Netease strictly selects cooperation with Fujian tea enterprises
Rule of Law Weekend Reporter
As a non-standard product, tea has long been mixed in quality, and the price is difficult to distinguish. In addition, over-packaging and lengthy intermediate links, consumers want to find a really good value for money, the difficulty is not small.
As a dark horse in the e-commerce field, Netease's life-class e-commerce brand - Netease has been strictly selected. Since it was officially launched in April this year, it has now targeted the Internet + agriculture and began to enter the tea market for the first time.
On July 29th, Netease announced the strategic cooperation with the three leading tea enterprises in Fujian, and launched three direct supply teas – Zhengshan Small Seed Black Tea, Anxi Tieguanyin and Wuyishan Dahongpao.
It is understood that Netease's strict cooperation with the Fujian tea industry is the first "electric shock" of the traditional tea industry and the Internet. The industry believes that this move has important demonstration significance for the transformation of traditional industries into the Internet.
Direct tea supply
Promote the transparent development of the industry
Fujian is the core production area of ​​famous Chinese tea, and the Wuyi Tongmuguan Nature Reserve has a history of 400 years of black tea planting and is the origin of the Zhengshan race. In the nature reserve, the century-old tea tree nourished by the cloud is protected by artificial insects from generation to generation, without pesticides and pollution.
It is understood that when the selection of the team in the Zhengshan small black tea selection, in order to find a good tea source, the old tea factory, after a series of screening, the tea source was selected in the Tongmuguan Nature Reserve, select the top level The tea garden is the “Netease Strictly Selected†tea base, and the tea company selects the old-fashioned tea enterprise with the experience of 24 generations of people, and the tea is carefully selected by the “intangible cultural heritage†representing the highest standard of traditional tea production. The road is controlled, the whole process monitoring can be traced back, and it is specially designed for users.
Not only that, but the relevant person in charge of the team also told the rule of law weekend reporters to enter the carefully selected tea, such as Tieguanyin, to go through 59 pesticide residue testing procedures, all must pass the global quality test higher than the national standard.
“In addition to allowing tea products to be digitized and traceable, users do not have to worry about the quality of tea, nor do they have to pay for over-packaging and intermediate links. Through cooperation, establish new industry standards and promote more standardized and transparent tea industry.†Liu Xiaogang, the company's vice president, explained the significance of the cooperation.
“The tea industry is not only a cultural card of Fujian, but also an important economic pillar of Fujian.†Zhuang Xian, a senior consultant of the Tea Industry Exchange Association on both sides of the Taiwan Straits, said that it has strategic cooperation with NetEase’s e-commerce platform, and the Internet for the tea industry. +Transformation, exploring new ideas for the development of traditional agricultural economy, and fully disseminating Fujian tea culture and tea products have positive significance.
Consumption upgrade
Netease strictly selects quality products
As China's emerging middle class continues to expand, data from the Internet platform is confirming a trend every day - consumption upgrades, consumers have gradually entered the stage of pursuing individuality, quality, experience; this also forced the supply side Enterprises must constantly innovate and provide more high-quality goods.
NetEase, which has entered the Internet industry for 19 years, why should we enter this field of burning money as a “king of the king†and expanding at a low price when the current e-commerce war is heating up? What is its business logic?
Liu Xiaogang said that the brand effect + massive user resources + ODM model is its magic weapon to enter the e-commerce field: For many years, Netease has formed a better credibility Internet brand, with a group of followers; and a large number of users with large platforms Relying on resources (the latest data shows that Netease mailbox users are 850 million), while bringing resources and traffic for strict selection, it also makes strict selection lower in terms of user costs than other e-commerce.
More critical is the ODM model it adopts. It is understood that NetEase is the first e-commerce brand in China. ODM (Original Design Manufacturer) is the original design manufacturer model, which is designed by the manufacturer and selected by the brand, with the brand name or slightly improved; if there is no special agreement, in the ODM mode, The appearance, fabric, size and other rights of the product belong to the manufacturer, and the manufacturer can sell the solution and products to multiple brands.
Compared with traditional brands, Netease has carefully selected products from international first-line brand manufacturers, redesigned products according to the needs of Chinese consumers, removed brand premiums, and removed intermediate links generated by dealers at all levels and mall counters. Far below the pricing of big brands to sell to consumers.
"Finding high-quality manufacturers and providing high-quality and inexpensive products is the original intention of strict selection." Netease CEO Ding Lei said that NetEase's strict selection should become a new benchmark for manufacturing retail industry, not only for the quality of goods for the Chinese people, Providing the ultimate shopping experience with 30 days of worry-free return, it will bring a new look and temperament to the entire industry chain in the next few years, and drive the industrial upgrading of the entire industry.
In fact, NetEase's 2016 first quarter earnings report also proves the huge potential of e-commerce business. According to the financial report, the net income of mailboxes, e-commerce and other businesses increased by 257.8% year-on-year, and the performance of its e-commerce business was very eye-catching.
"As a supply-side enterprise, it is also necessary to quickly learn about changes in the consumer side through the Internet, use big data tools, upgrade its own processes, processes, and supply chain models to meet the changes in the consumer side. This is the Internet +, which can be used for all businesses, Manufacturing and branding bring new and imaginative space and opportunities." Liu Xiaogang said.
Pay attention to after sales
Push 30 days long and worry-free return service
Different from the traditional e-commerce, Netease is strictly selected from the construction team, strictly controlling the selection, raw material procurement, production, sales, logistics, after-sales and other aspects. Netease employees go deep into the raw material core production areas to visit, select the best and ensure the quality; all suppliers are at least in line with China's CCC certification, British UL certification, European CE certification, etc.; all goods at least through SGS, BV, ITS and other global TOP third-party quality Inspection by the inspection agency.
In addition, NetEase has also established a “selection home†team, which consists of various industry experts, life experts and carefully selected users. It follows up on selection, production, quality inspection and on-site, thus helping to strictly select products and users. Experience.
At the same time, compared with the industry's general "7-day return policy" policy, NetEase is strictly committed to providing 30-day worry-free return service, 30 days of unreasonable return for eligible products, 2 working days for quick refund, far exceeding the industry standard.
“This is not only to create a superior shopping experience for users, but also to the confidence of the quality of the goods.†Zheng Rujing, the director of Netease’s selection, said that although the 30-day return service standard was implemented, the return rate of NetEase’s strictly selected is far lower. At the industry level.
"Although the ODM model is somewhat unfamiliar to the market, good products can speak by themselves. At present, Netease strictly selects an average monthly flow of 30 million yuan, which also indicates that NetEase's strict selection and ODM model are gradually being recognized by the market." According to Zheng Rujing, Netease's carefully selected product categories include home textiles, kitchen utensils, Chinese original diet, and personal clothing. In the future, it will be extended to all-brand lifestyle products. During the period of June 18th, Netease selected the “3 pieces of life aestheticsâ€. The activity is even more applauded and called, and it will turn the water 20 times.
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