Spend more than 400 yuan to buy a coffee machine with a market price of more than 2000 yuan. Crowdfunding starts a new mode of shopping.

Cartoon Zhang Lizhen

Be a consumer, an investor and maybe even a designer-recently, crowdfunding has gradually become a new mode for more and more consumers to buy new products on many popular e-commerce platforms.

The reporter noted that for consumers, through crowdfunding shopping, you can enjoy the fun of "picking up leaks" and inexpensive "cool techs" products. For more and more Ningbo home appliance enterprises, "crowdfunding" is also becoming a fashionable model in the process of transition to the Internet.

Spend more than 400 yuan to buy a coffee machine with a market price of more than 2000 yuan

More and more consumers "pick up leaks" on the crowdfunding platform.

Porn, a young man in Ningbo, who has two cups of coffee a day, has become a loyal fan of the crowdfunding mode since he "picked up" a cheap capsule coffee machine on the crowdfunding platform last year. If there's nothing to do, just brush several mainstream crowdfunding platforms, such as Taobao, Xiaomi and JD.com.

Huang Pin said that he favored the capsule coffee machine at that time, compared horizontally with Delong, Nestle, Dongling, Jiuyang and other brands, and did not find anything with a suitable price and a function that met the demand. "I prefer lattes, so I attach great importance to the foam function of the capsule machine.

After more than two months of homework, Huang Pin is going to spend 2350 yuan on a Delong capsule coffee machine with milk foam function. Just then, he inadvertently found a domestic capsule coffee machine that is crowdfunding on Taobao crowdfunding platform. What is more fascinating to yellow goods is that the price of this coffee machine is only 499 yuan, and it meets many of their own needs.

With the mentality that "499 yuan can't be bought at a loss", Huang Pin paid the "crowdfunding support money" without hesitation. A week after the successful end of crowdfunding, Huang Pin received the capsule coffee machine. After opening the box, he immediately made a cup of latte from the capsule coffee machine. "it is true that you can make lattes with one click, and the milk foam layer is very thick, and the price to buy such a capsule machine with strong design, solid texture and full functions has completely exceeded expectations."

It is worth mentioning that this capsule coffee machine, which is evaluated as "conscience domestic goods" by yellow goods, is authentic "Ningbo local goods". The product is produced by Ningbo Xinxiang Technology Co., Ltd., produced by Ningbo SanA Electrical Appliances OEM.

The so-called crowdfunding products can be "booked" on the platform in advance at an amount lower than the future market price of the products. Consumers support developers to complete the project through prepaid funds. If the fund-raising exceeds the basic threshold, that is, the crowdfunding is successful, the money will be transferred to the entrepreneur's project, and the consumer can buy the product as promised; if the crowdfunding fails, the crowdfunding paid will be returned to the consumer.

This mode of buying crowdfunded products is seen by more and more people as a convenient channel for "picking up leaks" of inexpensive cool techs products.

Smart small household appliances and wearable devices are very hot.

Consumers can also "make requests" to producers online.

Is this cool-looking crowdfunding product model easy to buy? Reporters in Taobao crowdfunding, JD.com crowdfunding, Xiaomi and other crowdfunding platforms, crowdfunding purchase process is more or less the same.

The reporter saw a desktop intelligent ecological fish tank (fish and vegetable symbiosis system) on JD.com crowdfunding, which is divided into two stages. First, the starting price is 1 yuan. After consumers pay 1 yuan, JD.com selects one out of every 188 consumers, and the lucky consumer can get crowdfunded goods; in the other, consumers pay a crowd-raised fund equivalent to 6. 8% off the original price. You can get the goods.

The product launched on JD.com 's crowdfunding platform on April 17, with a 30-day crowdfunding cycle and a basic threshold of 100000 yuan. As of April 26, the project has raised 572000 yuan, with a completion schedule of 572%. According to the agreement, when the crowdfunding cycle ends, the manufacturer will mass produce and deliver the goods in 7 working days.

In JD.com crowdfunding, Ningbo Tuokang Electric Machinery is crowdfunding a suitcase portable electric car is also very popular. The product is positioned as "urban short-distance two-car travel". It was launched in late March this year, and by April 27, it had raised 580000 yuan, with 1011 supporters.

The reporter found that in addition to "picking up leaks" below the expected market price, consumers can also express their opinions on the performance or services of new products. "everyone is a product manager", which provides a platform and customization possibility for many specific needs.

In the real-time topic of Tuokang Electric's suitcase folding electric car, some consumers suggested that "it is best to design a detachable folding basket to facilitate the purchase of vegetables", while some consumers asked "whether there is an anti-theft system". The R & D team responded that "the first-generation product does not have an anti-theft design for the time being, because the portable design can be carried with you, but this design will be considered in the upgrade product."

In the real-time topic of the above desktop ecological fish tank, some consumers suggested that "they hope that the specifications can be appropriately expanded so that more and larger ornamental fish can be raised in the fish tank." The R & D team also left a message: "the large-size fish tank needs to be upgraded on the low-pressure pump, and a richer product line will be launched later."

In less than 2 months, 1 million sets of bull sockets were easily crowdfunded.

The transformation of small and medium-sized enterprises ushered in a new opportunity for development

For small and medium-sized enterprises, especially start-up technology enterprises, crowdfunding model undoubtedly makes enterprise research and development more powerful.

By April 27th, the carbon oven, which sells for 538 yuan, had raised 1.62 million yuan, and the progress of completion was as high as 1621%. This is equivalent to selling more than 3000 carbon ovens in advance.

Investor Wang Fuqiang is still a bit surprised that he can make such a high progress in a short period of time. "in fact, this product has been developed since three years ago," he said. "the reason why I chose to launch this product on Taobao crowdfunding is that it is a good marketing channel; on the other hand, I also want to see the market reaction of this new product. It can be used as a reference for mass production."

Wang Fuqiang's carbon oven is not alone.

At the beginning of this year, Cixi "Bull" socket cooperated with Alibaba to launch WIFI smart socket. In less than two months, the product easily crowdfunded 1 million sets, with a user satisfaction rate of 99%. At present, the company has been designated by Huawei as a long-term supply partner. Since the beginning of the year, Zhuoli pressurized scalding machine series, toilet man, room breeze system intelligent products have become popular styles of network celebrities.

According to incomplete statistics, there are 4169 successful projects in the national crowdfunding industry in a single month, up 2.01 percent from the previous month, and a total of 1.986 billion yuan was successfully raised, up 52.07 percent from the previous month, according to the March 2017 crowdfunding Industry report.

Lin Chengliang, executive dean of Ningbo Electronic Commerce Research Institute and executive vice dean of the Business School of Ningbo Institute of Technology, believes that for Ningbo home appliance enterprises, whether it is the traditional offline market or the conventional e-commerce platform, the product marketing process preheating thread is too long, resulting in costs can not come down, marketing results may not be good.

"through crowdfunding platforms, on the one hand, most consumers on such platforms have the characteristics of 'seeking new and seeking differences'. They are usually active consumers of new, strange and special products, and these products themselves have a strong power of consumer communication. through the consumption of these people, it is helpful for new products to open the market quickly. On the other hand, these traditional channels have been occupied by mature products of strong enterprises, and the pattern is very stable. Crowdfunding platform is more suitable for emerging brands to establish contact with consumers and avoid confrontation with main brands. "

In addition, Lin Chengliang believes that compared with the traditional laboratory research and development-production line manufacturing-terminal sales, crowdfunding, as a pre-sale model, can control inventory and reduce costs, and at the same time, it can more accurately focus consumers' pain points. it helps to feedback information in real time, helps to improve products and optimize projects, reflecting the characteristics of "integration of production and marketing" in the Internet era.

"with the help of crowdfunding model, Ningbo small and medium-sized household appliance enterprises have enhanced their rapid iterative ability and reduced costs. More and more enterprises choose such a model, in fact, it reflects the enhancement of the innovation ability of Ningbo home appliance enterprises, and it is also more mature in the process of transition to the Internet. " Lin Chengliang said.

Chen Qianghong, director of the e-commerce department of Ningbo Commerce Commission, believes that using Internet thinking to transform traditional enterprises and their services has become an important part of the transformation of traditional enterprises. Under the Internet thinking, the service of home appliance enterprises should start from the upper reaches of the industrial chain, including research and development, design, production, circulation, and consumer use. Crowdfunding model is worth trying for many small and medium-sized household appliance enterprises in Ningbo.