An analysis of the opening of business platform for Business-to-consumer under the concept of IoT

The advent of the Internet is the "information flow" of the gathering and sharing, to achieve a higher speed of information exchange and dissemination, this is the Internet in the war requirements, the original only one of the basic application even retained so far, that is "e-mail" (e-mail system). Based on this "gene", the Internet has always been the operation of the idea of "information flow" of the rapid dissemination and effectiveness as the goal-oriented, under the idea of operating under the "capital flow" and "logistics" as the basis of "E-commerce" is obviously a little "tired", development is also under the shackles, especially in the field of the After all, as Taobao's Consumer-to-consumer and Alibaba's business-to-business are still essentially "information flow"-led, its operation still with "internet gene" as the main idea, with the increase of business, Ali Department of Companies began to strengthen the "fund flow" management and services, while paying more attention to "logistics" synergy effect, But the commodity still takes the information flow as the leading, does not overdo to "the thing" the management stage.

As a result, the internet of things came into being, on the basis of things, all the real things that are used to make business in the Web become objects of "things", by connecting the "things" of these individuals to form a truly high-speed "net", thus realizing the whole industry promotion of electronic commerce.

Give a simple and popular example to illustrate the formation of this internet of things, in such a system, people, money, physical stores, each commodity, etc. become "things", through the E-commerce platform to connect these to form a powerful synergy, these "things" all in an "electronic" system or "platform" in their various data ( People's shopping behavior, money from materialization to the process of virtualization and conversion into the process of buying goods, entity store Invoicing and inventory docking, real-time price change system, product design and production cycle, commodity distribution and so on) by the unified "network" to achieve data synchronization and real-time processing, information sharing and transparency, Each of the "objects" involved has been assigned equal benefits.

This is an idealized state of the "Internet of Things", of course, this is my personal understanding. I have been thinking about how to connect business through technology (electronic), realize the whole supply chain and retail chain system seamless link to upgrade the level of the entire industry, I have been thinking about and constantly in the show car network to carry out the work. This requires an equal relationship with suppliers and end consumers, which is based on an open mind and operational thinking.

I've contacted some relatively large companies, operations director from the traditional retail industry, the traditional retail industry is actually a relatively open industry, in any one store (supermarket) we can know which manufacturers (suppliers), all customers in the open environment to choose the store (supermarket), These are all open. Just some of the data is not open, such as sales data, customer information, and even in the traditional retail industry is "internal company Confidential", subject to confidentiality agreements, internal employees if they are exposed to the risk of prosecution. So when they run the mall, they think, all goods delivered to customers need to be issued by the Customer mall itself, in order to strengthen the brand image and ensure that their customers will not be "dug away" by the supplier, this kind of operation thinking leads to the increase of distribution time and cost, also make the supplier feel "very troublesome", The consumer mall itself has been troubled by the problem of receiving goods, so that the three parties are "very dissatisfied", the benefits have not been the most balanced distribution.

In my opinion, it doesn't have to be, because from the perspective of marketing and brand building, no matter how individual suppliers to "attract or even lure" your customers, if the customer to the General shopping mall itself is a trust, and because the operating brand more, the cost of comprehensive purchase is lower, customers are unwilling to increase their own " Switch costs "(including trust costs and consolidated purchase costs) and select other channels (suppliers) to purchase goods. This kind of open mind is also one of the manifestations of diffidence.

In the Internet environment, the customer's information is easily recorded, and even easily spread out. In such a large environment, the customer information in the traditional industry belongs to the "secret", in the Internet environment is "open" a resource. If you run the consumer Mall with the idea of running a traditional retail business, thinking will be limited, open mind is not enough, then create the entire supply chain and retail chain, the formation of efficient operation of the "Internet of Things" will be limited, resulting in the whole of the consumer mall into a pure "tiring" commodity handling station, Cannot raise the level of the entire industrial chain at an integrated altitude.

With the traditional retail business ideas or simple internet operation, it is difficult to meet the overall e-commerce industry chain upgrade, which is now the whole e-commerce environment in China is still in the low price competition, vicious competition, the crux of the mode of handling profit.

From the development of E-commerce in Europe and the United States, first of all, their development relies on the mature traditional retail industry, such as the establishment of the U.S. Amazon, the local Wal-Mart has more than 6,000 chain stores (currently China still does not appear in more than 1000 supermarket chains in the Super Retail enterprises), Its supply chain and retail chain integration level is already in the world's first column, the technology maturity is very high, the logistics system is very developed, the entire retail industry talent reserve is quite sufficient. This is the background of Amazon's inception, but also its subsequent combination of the Internet quickly get rapid growth, and ultimately achieve great success of the foundation.

China's consumer may not have Amazon in the next decade, because China's existing traditional retailing industry itself is not sufficiently competitive and technologically integrated. So where is China's way out?

This requires companies to go beyond the traditional retail business of closed operation ideas, break through the Internet pure "information flow" operation of one-sidedness, with a more open mind, joint already has an international level of brand suppliers to jointly create supply chain and logistics system, the final docking of retail terminals (consumer mall), will be the real establishment of the business Enterprise Open "platform" service providers, so as to truly drive the entire industry chain of the integration speed and industry upgrade, access to unconventional and breakthrough sustainable Development. (This article by the Chinese E-commerce Association senior Experts, China Mobile Research Institute experts and think-tank members-Zhong originated in the "Hundred Reading Club: ibaidu.org", reproduced please specify. Zhong Sina Weibo: Http://t.sina.com.cn/zhuangshuai, welcome to the discussion