As our platform grows, we have specific requirements on what type of brands can be onboarded to our platform. 2000 brands don't necessarily represent an absolute advantage if 1000 of them are unqualified. It makes it even harder for our retailers and lowers credibility for us.
Who should we onboard： (Priority)
1. Ideally Brands themselves
2. Distributors with exclusivity (In multiple markets covered by us)
3. Distributors with exclusivity (In one market)
4. Non-exclusive Distributors (Allowed in multiple markets covered by us)
5. Non-exclusive Distributors (Allowed in one market)
The reason why we want distributors in multiple markets is that we can gain the edge not just in one local market but have that influence across more markets.
For non-exclusive distributors, here are some of the rules to notify them:
1. Margin has to be at least 30% above or they will not be accepted in the system.
2. They need to show the "rights" to distribute authorised from the brand
3. If we find another distributor that has a lower price than them which gives us more margin, order will directly go to the new distributor.
How do we decide if they will get accepted?
Brands onboarding cost money. We will need to dedicate IT resources, store space, manpower to get those stores built for them. Given the amount of brands we already have on our platform, we will be looking at these metrics and priorities.
1. They need to have a legitimate website
It cannot be simply a Instagram page or Facebook page
2. The website needs to be well built, well maintained and aesthetically beautiful (you would want to buy sth from them as a consumer)
Our retailers definitely will look up the brands before they buy stuff
3. They need to have a decent review
It's easy to check up on reviews. Whether it's Instagram tagged post, review sites or simply do a social media search to see if people give positive reviews under those pages
4. Stockist needs to be there to indicate wholesale experience
They need to have a presence offline. We want it to be at at least 10 Asia locations or 30 locations if it's an international brand.
5. If they fail to have the stockist amount, we will need to have ways to verify the popularity of the brands.
- They have more than 20k Followers on Instagram with at least one post over 300+ likes per post and 3+ legit comments. (Take an average out of 5 photos)
* For referred brands from retailers, they still need to have at least 2 of the above to be able to qualify. AND it has to have a legitimate website.
Categories and limitations on products?
1. They need to be able to sell to our retailers, meaning they have to be able to target our sectors like Home Living, Mom & Kids etc. No point onboarding a computer brand where we don't have retailers selling it.
2. They need to be easily shippable, meaning they can't be a wardrobe where returns are almost impossible.
3. They need to have good understanding of the limitations. For example, brands need to have knowledge on their import and export limitations.