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B2B电商走通买家付费模式，首个百万级会员产品诞生
B2B E-commerce Successfully Implements Buyer Paid Model: First Million-Member Product Launched
B2B行业有个共识，“源头厂、源头货、源头价、通天下”是最高效的采购模式，很多买家愿意为此付费。如今，这条路在B2B电商领域走通了。
There is a consensus in the B2B industry that "factory-direct sourcing, original goods, factory-direct prices, and global reach" represent the most efficient procurement model, and many buyers are willing to pay for it. Now, this model has been successfully implemented in the B2B e-commerce sector.
3月2日，记者从阿里巴巴1688了解到，其面向买家的会员产品1688PLUS的会员数近日突破了100万。这是B2B电商行业首个会员数过百万的买家付费产品。
On March 2, reporters learned from Alibaba's 1688 that its buyer-oriented membership product, 1688PLUS, recently surpassed 1 million members. This is the first paid buyer membership product in the B2B e-commerce industry to reach this milestone.
其中，近40%的会员是过去2个月新增的，这也说明经济在加速回暖，中小零售商对生意有信心，愿意加大采购力度。
Nearly 40% of these members were added in the past two months, indicating an accelerating economic recovery and growing confidence among small and medium-sized retailers, who are willing to increase their procurement efforts.
会员权益与价值
Membership Benefits and Value
1688PLUS去年6月底推出，定价99元，开卡即送70元通用红包。会员可享受11项权益，集中在好货源、好价格和好服务三方面。
Launched in late June last year, 1688PLUS is priced at 99 yuan and offers a 70-yuan universal red packet upon activation. Members enjoy 11 benefits, focusing on three key areas: high-quality sourcing, competitive pricing, and premium services.
目前1688有超过60万商家的8000多万款商品为PLUS会员提供至少九五折的进货优惠，会员还能拿到工厂老客户的底价；会员的赊购额度提高三千元，同时网商银行提供的大额贷利率打九折；此外，会员还有专属人工客服快速响应解决问题；接下来1688PLUS还将推出运费险和极速退等多项权益。
Currently, 1688 offers over 80 million products from more than 600,000 merchants with at least a 5% discount for PLUS members, who also gain access to factory-direct prices. Members enjoy an increased credit purchase limit of 3,000 yuan and a 10% discount on large loans from MYbank. Additionally, members benefit from dedicated customer service for quick issue resolution. Upcoming benefits include shipping insurance and expedited returns.
会员增长与市场影响
Membership Growth and Market Impact
1688算过一笔账，会员业务上线后已累计为用户省了20亿元、提供了130亿元的赊账额度、50万次专属人工客服服务。
1688 estimates that since its launch, the membership program has saved users a total of 2 billion yuan, provided 13 billion yuan in credit purchase limits, and delivered 500,000 dedicated customer service interactions.
80%以上的1688PLUS会员是中小零售商，主要是实体店主、国内和跨境电商卖家、主播、达人、博主、社区团购“团长”等，他们是当下零售圈最会做生意的一群人。
Over 80% of 1688PLUS members are small and medium-sized retailers, including brick-and-mortar store owners, domestic and cross-border e-commerce sellers, livestreamers, influencers, bloggers, and community group buying leaders—representing the most business-savvy segment of the retail industry.
成功案例
Success Stories
例如，有个新西兰的宝妈，是国内某社交平台的博主，她在1688进货后寄到新西兰，卖给周边小区里的几十个宝妈。
For example, a New Zealand-based mom and blogger sources products from 1688 and ships them to New Zealand, selling to dozens of other moms in her neighborhood.
有的买家开通会员是为了省钱。曾女士是深圳一家贸易公司的负责人，她通过淘宝做国内生意也做跨境生意，开通会员后已经采购了6万元，“每个月至少省4千元”。
Some buyers join to save money. Ms. Zeng, a trade company owner in Shenzhen, conducts both domestic and cross-border business via Taobao. Since becoming a member, she has purchased 60,000 yuan worth of goods, saving at least 4,000 yuan per month.
未来展望
Future Outlook
1688PLUS业务负责人姚霖强介绍说，会员业务的核心目的不是收费，而是识别出采购需求多、频率高、金额大的买家群体，建设相应的服务能力，以便快速响应他们的诉求，让最懂B类生意的买家在1688做生意更简单。
Yao Linqiang, head of 1688PLUS, explained that the core purpose of the membership program is not to generate revenue but to identify high-frequency, high-volume buyers and build corresponding service capabilities to meet their needs, making it easier for B2B-savvy buyers to conduct business on 1688.
去年2月，1688启动了两大升级战略——全面提升买家采购体验和加大优质供给。一年来，买家在“找、挑、询、付、履”等采购全链路的体验越来越好。
In February last year, 1688 launched two major upgrade strategies—enhancing the buyer procurement experience and increasing high-quality supply. Over the past year, buyers have enjoyed improved experiences across the entire procurement process, from searching and selecting to inquiring, paying, and fulfillment.
源头好货好价好服务的涌现，是买家愿意付费的基础。1688数据显示，源头供给的增长和买家会员数的增长呈正相关。
The availability of high-quality, competitively priced products and services is the foundation for buyers' willingness to pay. 1688 data shows a positive correlation between the growth of direct supply and the increase in buyer membership.
