What will the future of the Business-to-consumer be?

Recently, the e-Commerce Summit Forum has not stopped, everyone is discussing a point of view: the future. This is a correct and can not be the right nonsense, right to everyone agree, nonsense to everyone knows. But what is the future of the Business-to-consumer? I think that's what everybody cares about.

Industry final, goods world, policy and regional advantages and disadvantages

The future of the consumer pattern will be 4 types of industry separation: pure channel type, traditional retail enterprises, brand manufacturers and Internet brands/NET goods.

Pure Channel Type: In addition to the current largest number of integrated companies and vertical industry leading dark horse can also use the advantage of the first and capital advantages to continue to maintain the lead, the future of pure channel-type business opportunities will be less and more difficult to scale.

Traditional retail Enterprises: in the network of mature countries, with the advantages of sourcing and retail experience, traditional retail enterprises occupy nearly half of the market share, such as the United States TOP20 and Western department stores, a good city, Penney, Target, Wal-Mart, Best Buy, Circuit City and other traditional retail enterprises, Korea TOP10, Lotte; , as well as department stores such as New World.

Brand Manufacturers: Brand manufacturers will eventually be e-commerce to intervene in direct marketing, since it can not stop this trend, it is better to join the dominant trend, and brand rely on brand appeal, first-hand goods and brand resources easier to achieve good results.

Internet Brand/NET goods: The popularity of Internet brand/NET goods is unique to China, who let us have so many OEM factories, strong redundancy manufacturing capability and low manufacturing cost advantage. Internet brand refers to the original consumer brand, net goods refers to the brand on Taobao, the former background is usually from the Internet elite team and big brands of senior people, leveraging venture capital to scale expansion; the latter is usually a small OEM foreign trade factory or personal designer, With the help of Taobao platform to achieve profitability as the premise of the accumulation of growth. Network goods in some of the forerunners of the public goods such as wheat bags in Taobao completed after the accumulation gradually extended to independent, the center of gravity offset to enhance the brand added value and customer group coverage. Whether it is the Internet brand or intended to amoy the net goods, all need to improve 3 core competencies: Supply chain design production supply quality control, brand marketing and service capabilities, which require a large number of funds and professionals.

In addition to the above several types of business, other countries still have some successful business in China's different environment is not open to difficulties: such as the United States office supplies, procurement of office supplies online in the United States is the business practice, Staples, Odie Office, Office MAX;CDW and other enterprises are large, The characteristic of Chinese enterprises is the relationship between people and the gray trade. Korean TV shopping enterprises occupy the top of the half of the consumer, GSESHOP;CJ, Lotte, Hmall, and so on, the premise is that Korean television media to consumers of the big influence and Korean TV shopping is quite standard, normal goods normal gross margin, and the Chinese electric purchase enterprises because of the high cost of channel buyout, There is no long-term development and excessive profit-driven business philosophy, in the minds of consumers left behind the poor prices of goods cheap profits irresponsible deep impression.

What is the online retail, the simplest formula is good goods + sell, the advantage of pure business is "sell", the traditional enterprise's strength is "good goods", in the past a long time, pure company in the pioneering/leading position, and from now on, will be the era of goods, who have goods, Who is entitled to have the advantage of playing this new e-era game. After all, traditional enterprises to learn the Internet faster than pure to get the speed of sourcing resources, when the electronic commerce industry chain infrastructure becomes more and more popular to improve the quality of cheap; when the Internet promotion mode/marketing resources become more and more standardized as long as the money can be acquired, when the E-commerce experience into replicable knowledge and processes ... E-commerce hardware threshold will be reduced a lot, into goods, resources and talent threshold, then the traditional enterprise "good goods" will be the advantages of the show, but also they are the best time to enter E-commerce.

East and South China's government's support for E-commerce Enterprises is still very large, but also to give a variety of preferential policies, in contrast to North China is much less, such as Beijing, Tongzhou has made an E-commerce park, why, because Beijing is not lack of enterprises do not lack of talent. Although the east and South China's enterprises have a manufacturing advantage, cost advantages and logistics advantages, but in the acquisition of talent is very difficult. The original E-commerce talent even the entire Internet talent is extremely scarce, and people go high, talent yearning is Beijing such a big city, such as education and medical resources advantages, which for a long time is not the cost of living in other cities/slow pace/environment good scenery without pollution can be offset. The year before SK's thousand search net project had not chosen Beijing, finally found that not enough experienced talent to move to Beijing. The most important problem for the traditional enterprises to enter the electronic commerce is talent, not only because the traditional enterprises in the system and treatment is difficult to attract excellent e-commerce talent, but also because most traditional enterprises are not located in E-commerce talent gathering place, get more difficult. So how to achieve a balanced breakthrough in resources and talent, it is necessary to ponder.

Differentiation, competition and cooperation, point of entry

A fundamental reason for the hand-to-hand competition is that homogenization, goods, services and the multi-dimensional convergence of customers, leading to only in the price of fat-skimming competition, both online and offline. If Amazon chooses the same popular commodity as Wal-Mart everywhere, there is no advantage to be gained, and ultimately it is up to the price war to get orders, even if the scale is at the expense of falling profits. So to avoid homogenization of differentiation, commodity level differentiation: To find offline hard to buy, the information is relatively opaque and asymmetric, in line with their positioning customer needs and own procurement advantages, rather than relying on a large number of shop SKU to impulse; Customer group level of differentiation: to lock a satisfied with the service of a good customer group, Targeted to do mkt, and in the goods and services to try to meet their needs, after all, who can not be the world's consumers are caught; service level of differentiation: to the pursuit of Low-cost customers, or the pursuit of service customer group? If the former satisfies its low-cost demand, it can only provide low-cost basic services, if the latter meets its service needs while earning sufficient profits to support high service costs. In the United States and South Korea and other countries under the line of retail sales after years of development has already realized the commodity, customer groups, services and other multidimensional differences in development, each has its own style and characteristics, but also to bring this differentiation to the line.

Realized the difference, only then may have the EAPC in the big competition. Each of the companies that do their best is the most advantageous, there has also been more collaboration: affiliate marketing, membership sharing, etc., to increase efficiency, reduce costs and duplication of resources, regardless of platform or integrated business, will be more open, freeing their redundant traffic and processing power output outward. The future Business-to-consumer market will not be fragmented as it is now, and the entire business of the business will be more networked.