Summary of "Что стало с СПП на Wildberries: Как повысить СПП после обновлений?"

Summary of Financial Strategies, Market Analyses, and Business Trends from the Video "Что стало с СПП на Wildberries: Как повысить СПП после обновлений?"

Main Topic: The video discusses recent changes and challenges related to the Sales Support Promotion (SPP) on the Wildberries (WBR) marketplace, focusing on how sellers can maximize their SPP discounts after Wildberries introduced new rules and multiple updates.

Key Points and Insights:

  1. What is SPP on Wildberries?
    • SPP is a marketplace discount given to buyers at the expense of the seller’s commission, not the seller’s direct cost.
    • Example: For a product priced at 1,000 rubles with a 25% commission (250 rubles), the marketplace keeps 50 rubles and returns 200 rubles as a discount to the buyer, effectively lowering the buyer’s price to 800 rubles.
  2. Current Problems with SPP:
    • Wildberries frequently changes the rules and promotions related to SPP, causing confusion and instability for sellers.
    • Identical or very similar products can have drastically different final prices due to varying SPP levels, disadvantaging some sellers unfairly.
    • Sellers are pressured to lower prices to qualify for higher SPP discounts, which can erode profit margins especially if their costs are higher (e.g., better packaging or components).
  3. Marketplace Manipulation Concerns:
    • The marketplace (Wildberries) manipulates SPP levels and promotion rules arbitrarily, affecting competition and pricing fairness.
    • The speaker argues that SPP should be standardized and fixed per product category (e.g., toys, furniture, clothes) to level the playing field for all sellers.
  4. Recent Changes and “Carousel” of Promotions:
    • Wildberries introduced a new Sales Support Promotion requiring sellers to lower prices to get maximum SPP, then abruptly changed the terms, deleting the old promotion and introducing new ones with shorter validity.
    • Multiple promotion levels (1, 2, 3, and unexpectedly 4) with different discount caps (e.g., 30%, 35%, 40%) now exist, forcing sellers into a "race to the bottom" on pricing.
  5. How to Maximize SPP with New Rules (Step-by-Step):
    • Identify the marketplace’s minimum price threshold for your product category to qualify for maximum SPP.
    • Adjust your product price to just meet or slightly exceed this threshold (sometimes raising the price can increase the discount percentage).
    • Save and confirm the new price in your seller account.
    • Monitor the actual final price for buyers after the SPP discount to ensure competitiveness.
    • Test and find the “sweet spot” price where the SPP discount is maximized but the product remains attractive to buyers.
    • Example: Raising a product price from 390 to 420 rubles increased SPP from 15% to 33%, lowering the buyer’s final price and increasing seller profit.
  6. Seller Recommendations and Call to Action:
    • Sellers should actively monitor promotions and price thresholds in their Wildberries accounts.
    • Sellers are encouraged to comment and engage publicly to pressure Wildberries for clearer, fairer SPP policies.
    • The speaker offers a free diagnostic service to help sellers find growth points and improve profits.
    • Patience and strategic price management are crucial in navigating the volatile SPP environment.
  7. Criticism of Wildberries’ Management:
    • The speaker criticizes Wildberries for inconsistent communication and frequent changes that hurt sellers and buyers.
    • Calls for Wildberries to establish a single, transparent, and stable sales support campaign to avoid price swings and buyer refusal.
    • Highlights the negative impact of price volatility on logistics costs borne by sellers.

Methodology / Step-by-Step Guide to Increase SPP:

Presenters / Sources:

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Business and Finance

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