In the past two years, there has been a faint feeling that Vipshop will quietly become popular. Recently, the e-commerce earnings season is coming, and it really makes people find that this special sale e-commerce has accumulated a lot of popularity.
According to its financial report, the company's annual net revenue GMV and other performance were stable, and the number of active users on the platform also reached 87.4 million, an increase of 39%, and the more critical SVIP active users increased by 13% year-on-year, contributing 45% of online spending. In other words, the performance is stable, and the number of "iron fans" is also increasing.
To be honest, this is very surprising, in recent years, consumption has recovered, many people are completing the reconstruction of consumer confidence, and at the same time, the retail industry is fighting with immortals, and uncertainties are increasing.
There were soon heated discussions on the Internet, and some netizens directly said, "I didn't expect this 'unpopular' platform to be a potential stock." But more netizens directly gave the reason - it was because it was cheap.
Some people bluntly said that "Vipshop's things are really cheap", "Vipshop's bath and washing products are cheap and easy to use", "Vipshop's iphone15 is cheaper than other platforms", ......
Someone shared the experience, "Before the Chinese New Year, I bought a down jacket at Vipshop, more than 700, and the style and texture are at least 2,000 in other places. "If you have bought the same brand of the same product, Vipshop will be cheap and you don't have to make up the order." "The personal experience of netizens is often more convincing, but this is another strange place - Vipshop is small, why is it cheap?
I checked the information on the Internet, and then consulted a friend in the e-commerce industry, and finally found the logic behind it. Friends said that Vipshop, as a self-operated e-commerce company, started as a special sale, and has been deeply cultivated in this track for more than 10 years, in fact, it has already achieved a deep understanding of the special sale chain.
Globally, Vipshop has set up more than 1,000 professional buyer posts, through which buyers who have mastered the first-hand supply of goods can directly reach brand owners and first-class distributors, and finally achieve direct procurement and direct sales. This kind of procurement method, which is equivalent to going directly to the factory to get the goods, cuts off the redundant links that will generate premiums in one fell swoop, and leaves enough room for profit. According to the data, the number of the latest cooperative brands has reached 44,000.
In addition, there are more benefits to the use of the buyer system, such as taking precautions, predicting the industry situation in advance, and preparing inventory for the platform. Some platforms purchase whatever is popular in the current season, but Vipshop will purchase in advance through the most popular models, staggering the time when the brand's business is the hottest, so it further reduces the procurement cost.
As a large-scale special sale platform, Vipshop has more than 87.4 million annual active users, and at the same time goes deep into the special sale chain, and even feeds back to enterprises to participate in production through big data to a certain extent, helping enterprises save costs and have more bargaining power.
All in all, Vipshop's cheapest is deeper than the deep cultivation of the chain. This kind of hard work on the first chain and the practice of benefiting consumers is obviously more stable and sustainable than a temporary subsidy, and the advantage of big brands is generally cheap. This continuous and stable cheap advantage has finally become the secret of Vipshop's fans.