E-Commerce 36 "out of Nothing"

Xinmin Weekly, 46th 2012

Helen is married, "Singles Day" originally had nothing to do with her, but everyone knows, "double 11" Now more is the symbol of blood spell. She naturally did not miss the consumption spree.

"Double 11" a few days ago, Helen received the familiar Taobao merchants sent SMS, announced that will participate in "Singles Day" 50 percent activities, ubiquitous subway ads also remind her that the day is coming. Before this Taobao had a "recharge lottery" activities, she and her husband two to pay treasure in charge of hundreds of yuan, later these "ammunition" without suspense in the "Singles Day" shooting a blank.

November 10 Night 11 o'clock, Helen and her husband are both in front of the computer waiting. She first looked at the right merchandise, and compared to a few days before the price, but after 12 points she found that the goods into the shopping cart and pay the "every step is extremely difficult", the Web page from time to show that the system is busy or unable to operate. A lot of people and she is on the edge of the computer, the scene and the real store discounts on the night of intense and "bloody" and no two.

What made her mad was the landing on a cosmetics page, which introduced a combination of cheap lipstick and hand creams, and pushed the congestion index to appalling highs, and Helen took a lot of effort to get it. Although she started early, but some goods always show "No inventory", "may not have the goods, the business just put a gimmick."

By 1:30 A.M., Helen left 5 orders on the right. "Want to pay every list is afraid to get the morning, each list I have pressed the settlement, the goods into the payment status, will not be robbed, the rest of the payment process later to make it too late." ”

Helen compared, the cat's promotional brand is in the counter price dozen 50 percent, because the internet will generally be cheaper than the counter 20%-30%, so the day of Singles Day is actually cheaper than usual Shansheng. Discount depressions are mostly home textiles, cosmetics, clothing and other profit space on the larger goods. Helen's booty includes several bottles of lotion, shampoo, shoes for her daughter, and running shoes. The husband's results include a dozen 30 percent bedding four sets, a bottle of red wine, and some electronic products. After the ammunition in the treasure was exhausted, Helen went to bed at ease, until the next morning to get up and continue to complete the payment link.

This "Singles Day" has a lot of people are tired, many people harvest is only a sense of exhaustion rather than satisfaction. Some people find that the things they have grabbed in the "Singles Day" still maintain the price of the November 11 day, not to let people feel dejected. More people in the price of goods have been affordable, but a week passed, usually two or three days to the goods are still on the road, to see the micro-Bo on the Express station in the mountains of goods pictures, people scared. The most unfortunate is that many people's goods delayed, and finally was told by the shop "oversold", the transaction canceled, busy a night of the results of the final.

Online shopping

"Singles Day", this sounds very good cock Silk festival, is completely out of thin. According to textual research, it is originally the university BBS on the no even boys ridicule the creation of the festival, there are some of their own custom holiday customs, such as eating stick-like food (swept, etc.), to watch the couple movie ... In recent years, the festival has turned into a "consumer festival" which the electric trader has made great efforts to build. 2008 Day Cat Mall on the line at the beginning of no improvement, in order to accumulate popularity, the cat in November 11, 2009 launched the "Singles Day" 50 percent promotions, the initial participation in the brand only 27, is a quiet, 2010, 20,112 years, participate in "Double 11" promotion of the business from 711 to 2,200. This year, the participation of more than 10,000 businessmen, can be described as brilliant, magnificent, it is said that the cat platform has three stores sales of more than 100 million yuan.

"Double 11" the same day Alipay 19.1 billion turnover record. According to the number of days of the cat, the Golden Week 8 days, Shanghai 395 Large and medium-sized commercial enterprises more than 5,000 outlets total operating income is only 6.43 billion yuan, the equivalent of the day cat "Singles Day" Carnival of the daily turnover of 1/3. Hong Kong, known as the "shopping paradise", is no more than 930 million yuan per day in August, and the daily turnover of the carnival is equivalent to three weeks of retail sales in Hong Kong.

Jingdong, such as the platform also in the "Singles Day" follow the bandwagon promotions, it is difficult to count all the platform to share the soup, but "electric dealer" is definitely the key word of the day. Offline retail sales promotion in general in the National Day "Golden Week" and the end of Christmas, the electric power to choose November 11, the natural have a "line of violence" means, played a beautiful time difference, released a lot of people accumulate a long time shopping needs. 19.1 billion this number, so that the retail trade under the cold hands and feet, have to bite the bullet ahead.

Ma Yun undoubtedly complacent, countless netizens enthusiastic devotion to his emboldened, Ma Yun said: New marketing methods, new business processes, new business ecosystems, the traditional business ecosystem will be a revolutionary subversion, "like lions eat the sheep in the forest, this is the law of ecology, the game has begun, like a telephone , the fax machine will replace a large number of letters, this is the inevitable trend, (e-commerce represented) the new Economy (310358, fund bar) model has a little lion's taste.

Remember, reliance on internet survival was once seen as a special skill--in the early 90, many places have held "network survival 24 hours" and so on, competitors to rely on online shopping to meet their basic needs of life-which today seems to be not even for schoolchildren to challenge. It was said that one of the most competitive players in the game through the net to buy contact lenses potions, but his solution in essence or offline shopping: After consultation, a netizen in the entity shop to buy a bottle of contact lenses potions sent to the game scene, both sides of the goods to pay, silver goods versus.

Initially, the net purchase mode of "City transactions" accounted for a considerable proportion of buyers and sellers online after the price, about to meet in a subway station, do not need to exit the subway, through the fence-hand delivery of money. At this time of online shopping can not be divorced from the offline two basic elements: legs logistics and face-to-face payment.

The rapid rise of the private express industry let the electrical business to solve the "go" problem, consumers can get the goods ordered at home, "home economy" from now on possible. And the popularity of the net makes payment become more convenient, especially Alipay and other third-party platforms rise, buyers and sellers in the transaction no longer need to build trust in a large number of costs, the rules of the game can protect both ends of C.

The business of the 1998 was the beginning of excellence, although E-commerce existed in China before 1998. Unlike the "one-time" of the Consumer-to-consumer model, the development of the Business-to-consumer is "repeat customers". "Customers may know us by means of food and beverage products such as FMCG, and after trusting us, they will buy other kinds of goods." The future watershed of E-commerce lies in the customer experience. Customers do not buy once, but generate trust, which can be purchased for a long time. The customer loyalty of shop number 1th is very high, 70% are old customers every day. The business model of acquiring new customers every time is not desirable and should be a lifelong value for customers. "No. 1th store CEO Gege said.

E-commerce accounts for the increasing proportion of retail sales in China. In 2008, only 1.2%, now 4.3%, "Double 11" even soared to 30%. The importance of the future electronic commerce is becoming more and more obvious, homogeneity competition is unavoidable, the core competitiveness of the electric business is supply chain management--timely delivery, guarantee merchandise quality and after-sale service, make the supply chain very efficient and reduce cost, ensure the price is competitive ... Everyone is selling goods, it is important to spell back the management of supply chain, who is more refined, more efficient, the lower the cost.

Online shopping has revolutionized people's spending habits, at least in the young. Originally people go to the supermarket to buy food materials, now in the subway station with mobile phone brush ads on the two-dimensional code, you can get merchandise information, through the mobile phone client direct orders, set a good delivery time. When the store closes is irrelevant, the network of waiter are all night and night, sub-health no suspense, overwork into disease even "premature death" of the news has been difficult to let people sigh.

The next carnival, can you afford it?

"Double 11" just past, and the vast majority of Chinese consumers out "Thanksgiving" consumption has played a small ripple. Next, it is said to be "double 12" ...

Next time, will it be a national carnival? A little cheap on the internet, is it really worth the sleepless nights?

The "last kilometer" of online shopping sometimes becomes a reason for people to linger in the physical store. "Some of the company's access control does not let express, school dormitories are not allowed to enter, they have their own management system." The electric dealer may cover the platform, the warehousing, the logistics, but the last kilometer is difficult to solve. Said Dan, a professor at the Center for Urban Studies at China Normal University.

"Double 11" volume blowout at the same time, express in the super operation, often see the goods piled in front of the neighborhood, call customers, "you Big Brother elder sister you come down to take it, it is not sent over." "With the increase in the volume of electricity dealers, this problem has been exposed, logistics has become a bottleneck restricting the development of the electrical business, it is difficult to reach a step."

In order to break through the "last kilometer", Shun Fung began to merge small supermarkets as a courier transceiver points. "Abroad also has this mode, express will be in the vicinity of the community or the center set several cabinets, express put things into the cupboard, send a text message to tell you the password, let yourself to get." But if you order big things this way will be difficult to achieve. ”

Jingdong and 1th stores, such as platform, warehousing, logistics integration of the development model, and Taobao only to do the platform, logistics warehousing to the social division of labor. Even the closed management of shop 1th, the current 30% of the distribution to the third party logistics company completed, Gege said not to consider all their own distribution. "Because can not build a site nationwide, currently consider order-intensive areas of their own distribution." In Xinjiang, Tibet, Heilongjiang and other fields, in order to improve efficiency and reduce costs, or by the local Third-party logistics companies to complete. ”

Broken network power or logistics burst warehouse may become the nightmare of the electric quotient, although each platform has many contingency plans, nightmares of "The occurrence of a low probability." The electric dealer's server generally arranges in the different place, the storehouse has the generator, can guarantee the normal operation under the power outage condition. But imagine, if in the net buys the real shop to fall down in succession, if encounter "Sandy" such catastrophe, the electric business all shut down, people can hardly find the support of the business near the home.

Oversold and other prices and quality of the existence of a foul, will inevitably reduce the enthusiasm of people to participate in the online shopping spree. In addition, many shops shop in the "Double 11" make a yell not to make money, they will be excitedly Weishing?