Auction: The next gold mine in e-commerce

Some people say that 2010 is the year of electronic commerce, no more than 2 reasons: one is the rise of group buying network, one night thousands of group purchase websites all over the Internet, and the other is the E-commerce site, "selling clothing" Mai Lin listed popular, "sell the book" When the U.S. IPO, "selling home appliances" Beijing East began selling books for 2011 to sign up for Nasdaq to prepare ... 2010 Electronic commerce is getting more and more hot, so is it going left or right? What's the next gold mine? From auction, second kill, group buying and other domestic most popular E-commerce model can be a glimpse of some clues.

The auction is not the merchandise is entertainment

The first thing to mention is the Japanese Air auction website Shaca (Saka) has landed in China, Swoopo is also eyeing the Chinese market, a "low Price temptation" and "people pay for competition," the form of shopping: auction, will be second to kill, group buying again to rewrite the form of Chinese e-commerce. Take Swoopo, its headquarters is located in Munich, Germany, it is the same as Groupen set up a long time, the number of staff is not much, but the operating income people envy. It won 29 million dollars in revenue in 2008 years, and in 2009 it gained capital, and the way it traded was "auction". In fact, China has already had similar auction sites, and not necessarily worse than Swoopo, such as the Chinese-made nets (www.dayu360.com).

Whether foreign swoopo, shaca, or domestic fishing nets, its manifestations are somewhat like the real "auction", and its core value is "happy." Swoopo and fishing nets are the first to provide very cheap goods on the website, and to give a unified pricing. The user can buy the goods by the way of "shouting price", and finally "the high bidder". Although the "auction" model is simple, but in the actual operation process, the two have injected different elements. Swoopo Main Entertainment, it encourages multiple users to participate in the auction and the user multiple auctions: every more than one user to participate in the auction value of goods will increase, and users in order to take the goods will be repeatedly auctioned. For users, when bidding on a product, the need is smart "bid strategy" and with other bidders PK, in fact, is the traditional shopping into "entertainment shopping." And the Nets follow the Swoopo "Happy shopping" concept, but also derived the "discount shopping" concept. Fishing nets encourage users to use the "shoot point" to bid for goods, has maintained the entertainment shopping idea and the auction stimulation, but simultaneously also aimed at the Chinese characteristic carries on the innovation, is bids the racket point not only may use as the auction product, even if the auction failure can also use to compensate the commodity price to buy the commodity at a discount, or to Exchange "the discount card".

Therefore, Swoopo auction is not a commodity, is entertainment, and the user in the fishing net is not a fish, but harvest a "fishing" happiness and benefits.

Seconds to kill is not a commodity is a stimulus

September 2009, Taobao followed the "online game" language launched a new concept of online shopping "seconds to kill"! Only in Taobao "seconds kill" is not a monster, not other players, but merchandise. That is, in a short period of time to draw people's attention to the super low-priced goods and discounts, attract people to scramble to buy. In the "Second kill" time, than the "mouse hand" and "broadband network", who reacted fast, who speed fast, who can kill that piece of cheap goods!

In fact, so many involved in the second kill users, really a few seconds to kill the goods? Maybe one out of 10,000? So many seconds to kill the user, how many people really need this discount products? Or how many of them really can't afford the money? The answer is yes, instead of people rushing to buy goods to go, it is better to say that people rush to "stimulate" to go, running "Seconds to kill" the instant of the stimulation and go, seconds to kill successful high vocal voice, smile, seconds to kill failed frustrated frustrated, scold two leave. So "second kill" may not sell how many items, but a period of time to "seconds" to a large number of popularity is certain.

Buy is not a commodity is cheap

Buy the reason is popular in China internet overnight, in addition to the success of Groupen and "follow the Madman" Wang launched the United States, in fact, also coincide with the trend of E-commerce development: "More convenient means to send cheaper goods to people's hands." "In fact, people have a spontaneous" group buying "behavior, some local websites, building materials sites as early as seven or eight years ago spontaneously launched the" group buying "activities to attract members. Only group buying site will be "group buying" behavior popularization, large-scale, popular just.

Whether the previous group purchase or after, whether foreign or domestic, in fact, the biggest selling point of group buying is amazing "discount"! Even the millionaire, he also can not get rid of covet "petty" psychology, a 1000 yuan of goods or services only sell 500 yuan, you say you can not be tempted? Whether the original plan to buy, because of the follow the purchase, or to try the first purchase experience, when faced with large discounts and concessions, there is no or hesitant purchase plan immediately more certain. So, the core of the site is "cheap", as long as you can talk about cheap enough goods, you can let consumers flocked.

In short, the so-called E-commerce, E-commerce, "electronic" word is the focus. Perhaps the computer, the Internet is the advantage of E-commerce, so that transactions have no time, place restrictions, but also makes the transaction too mechanized, thus restricting the development of e-commerce. Therefore, there are so many variations of E-commerce: Auction, second kill, group purchase and so on. Frankly speaking, is to give people in the process of online shopping add a little material, bittersweet salty! Add well, the nature is welcomed by customers, this model is innovation and success, plus bad, will naturally be rejected by customers, customers are God, it is the same as it is for thousands of years.

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