Under The Promotion Of Live Broadcast, What Are The New Opportunities Of The Internet Red Chain?

In the last series of articles, we mentioned that in the industry chain of the whole network, the emergence of a number of intermediaries serving the two sides in the middle, because of the current situation of bilateral separation between KOL and branding, there are few standardized and platform service providers.

ECNOVA was founded in February 2018, and initially began to link products to different electronic business platforms, becoming the total generation of these brands in emerging channels. In the process of brand collaboration, the team found that both the emerging brand and the new series of traditional brands were very headache for the increasingly discrete and diversified sales scenario. After investigation, the founder's peak found that this demand is actually bilateral.

On the one hand, the emerging traffic shows the characteristics of the private domain. The volume of the monomer is not enough to support its ability to build a complete commodity supply chain, and how to match the right product is also a challenge. On the other hand, as the brand side, especially after the rise of the live broadcast mode, we are increasingly paying attention to the explosive sales growth and brand promotion value that this new channel may bring. But in the face of so many traffic users, the brand side can not have enough energy to cooperate with each other.

Based on this bilateral pain spot, the peak thinks that data and technology can be used to solve efficiency problems first. In May of this year, nowen launched ECNOVA TRENCH, locating on the distribution network platform. Through Nuo Wen, the brand can more effectively connect all kinds of KOL people and emerging traffic providers (such as all kinds of APP mall), while downstream traffic providers can optimize the selection logic through intelligent matching to enhance matching efficiency through platform self-service products. At present, the platform has been cooperated with 50+ independent APP mall, 300+KOL.

　　 The core values described by nowin are mainly embodied in three aspects: data and system capabilities, deep supply chain support, and channel operation services.

1. Data and system capabilities.

The research and development of Nuo Wen's middle stage cloud has taken about 10 months to support intelligent products and quotations. The system will conduct data analysis according to the consumers' portraits of the traffic side, complete targeted product recommendation, and make different quotations based on these data. At present, the selection rate of products recommended by the platform can reach more than 70%.

The multi-channel docking function can help KOL store and manage stores in different scenarios, and integrate Taobao, Zan, small programs, even APP, and other different stores in Norfolk's system to manage the upper and lower shelves and automatic order processing. In addition, there are some professional functions such as pre locking stock, distribution agent, customized transaction and so on.

2, deep supply chain support.

Besides the supply chain side, nowin provides three modes of cooperation for the brand side / supplier, that is, the purchase and sale, the replacement, and the FBE (Nov), which accounts for about 55%.

Due to the high inventory cost, most similar companies will only choose the replacement mode. But Nuo Wen believes that the deep supply chain must have an integrated mode, and the replacement mode can only meet the demand of "goods for people". But the fact is that many of the goods that have been rushed before they are shipped may have been ordered away by various channels, so only by purchasing first can they lock the goods.

At present, nuowen has its own warehouse in Beijing, Wuhan and Guangzhou, and also provides warehousing services for the brand side, so that when the brand uses nuowen warehousing service, it is also equivalent to allowing nuowen to have more sources of supply. The peak told me that the early days of new brands were focused on products, and before they could find rental warehouses, the choice of Nuo Wen could not only solve the warehousing problem, but also an effective distribution channel. Although large brands have their own mature warehousing system, they are mostly built on the demand of wholesale trade and are not suitable for directly serving C consumers.

In addition, only in depth supply chain, it is possible to make some professional customization for net red, and make certain differentiation on commodities.

At present, Nuo Wen platform has nearly 10000 products, covering 3C digital home appliances, beauty care, food and beverage, home and baby. We have reported that FLOW, an electronic cigarette brand, is one of noo's partners. According to the summit, FLOW's many online sales channels come from the news. In addition to the emerging brands, some big brands, such as COFCO's Zhongshan Shan snacks brand, have also joined some new channels through Nuo Wen, and even launched customized products for net red. The single live broadcast can reach the sales of 10000+ boxes.

3, channel operation services

At present, the KOL of noodor cooperation belongs to the middle and long tail traffic. The fans' body size is between 30-100 000, mainly from fast hands, micro-blog, WeChat and jitter. In addition to the above key stores, intelligent product selection quotations, automatic docking, order management, etc., Nuo Wen will also provide product sales material support, private domain traffic support and so on.

The peak told me that nuowen would help all the cooperative KOL shops open, hoping that they would guide consumers to their own shops to help them complete the precipitation of private traffic, rather than direct diversion to the brand side, which would also bind KOL and nuowen for a long time.

In the profit mode, nowen will collect platform buckle from the brand side according to the volume of transaction. In addition, for some brands wishing to cooperate deeply, there will be some individual service charges.

On the team side, CEO peak is the sales director of the original hammer technology, CTO Dong research and technology director Shi Xiao Yi are from MicroStrategy and Google respectively. Zhao Huafeng, head of supply chain, is the chairman of Dong Fan trade. He once introduced many famous brands into China, such as the iron triangle, JBL and so on. The head of new retail channel development is Yu Shuo and Ma Xiao Qi, who once served as director of Zhongguancun online business department and vice president of index capital.

Prior to this, Nuo Wen has obtained Angel round financing from name Chuan capital and ho Fang capital, joyful capital, Huacheng capital and 36Kr fund's Pre-A round financing. At present, a new round of financing has been opened.