Between B2B2C control and runaway

Consumer-to-consumer is undoubtedly the most liberal mode. But freedom comes at a price, and that is out of control. Consumer-to-consumer E-commerce platform such as Taobao will have fake problems, Consumer-to-consumer information platform such as Weibo will have rumors. As consumers, to enjoy low-cost and rich goods must beware of fakes, enjoy sharp and full of words must beware of rumors. Being a producer, being free to enter the market means fighting against fakes, and being able to speak freely means having to face open and bloody ght. Therefore, some people naturally want to sacrifice a certain freedom, and to obtain a certain degree of security and order. This is the origin of B2B2C.

There is a sovereign debt. Before talking about B2B2C, it is necessary to clean up the origin of various modes of e-business. Start with the most original.

Business is the most natural mode of E-commerce. Move the goods online to sell, ie Wal-Mart online. In the network media form, the company is the portal model that Yahoo represents. The similarities are that B is responsible for C. All the goods come from different companies, but they are selected by Wal-Mart, which is priced by Walmart and paid to Wal-Mart, where the deal is done in Wal-Mart's stores. Yahoo also. Although the information from different traditional media, but are selected by the editor of Yahoo, Yahoo is determined to show the location of the eyeball is attracted to the Yahoo page, advertising is playing on the Yahoo page.

In short, it's a one-to-many form. Rigorous screening and control. In essence, this is not the Internet.

Consumer-to-consumer, represented by ebay and Taobao, is another logic of E-commerce. It's not Wal-Mart anymore, it's wangfujing. Everyone together, but each house opened the shop, each family to recruit guests, sell their own things, and then through the house rent or advertising in the street to the Wangfujing or ebay payment. In the field of Internet media, this is the microblogging model that Twitter represents. Both ebay and Twitter are portals, but customers enter the portal and trade directly with one of them, such as Lenovo or a blogger such as Cheng. This person would say that I bought Lenovo instead of an ebay computer and would say I'm a Cheng and not a Twitter fan. Unless Lenovo cheats or Cheng rumors, ebay and Twitter won't drive us out. In fact, if many associations and Cheng cheat and rumor, it is difficult to drive us out.

This is a many-to-many form. In essence, it is also the most Internet-temperament model.

The B2B2C represented by the cat is a compromise between the two extremes of the Consumer-to-consumer. There are advantages and disadvantages to each of the two extremes. On the customer platform, the buyer is assured that the seller must protect the quality of the goods. And since to protect the quality, then the audit of sourcing must be serious, can only select suitable for lower prices of commodities, there is the accumulation of brands of large media organizations information. Consumer-to-consumer platform, the source is quite rich, after all, all the world's C to open their brains, the whole world can sell things, snakes have snakes road rats, different C have different resources and expertise. But the defective is inevitable, fraud rampant, rumors all over the sky, you can not guarantee that every C want to do hundred years old shop.

So both sides are approaching each other to avoid their own shortcomings. So a new species b2b2c evolved. Define: Platform builders to introduce a number of large B, and its close cooperation to provide products to C, the so-called close cooperation is to jointly ensure quality, sit, or rely on strict standards to recommend to customers by their approved stores, and usually, customers will only patronize the platform recommended by the store. In this way, the quantity and quality of the balance, with the mature brand merchants share costs and risks.

B2B2C in the network media industry is based on Google and Baidu as the representative of the search engine model. Search a company and then the reader, a link to tens of thousands of web sites. However, not all sites have the hope that the reader's clicks, only the first few pages in search of the possible, you know, Baidu search results of the first three links will intercept 70% of the traffic, if you row to the second or third page, the basic is not the possibility of being clicked. In order to be ranked in front of the search, there must be a certain degree above the quality and the needs of the reader with a certain degree of relevance. Readers do not have to face the ocean, they rely on search algorithms to make decisions.

What I'm trying to say is that in the midst of control and runaway, or the b2b2c of a balance between tyranny and freedom, this pattern is spreading in all walks of life. The essence of its business model is virtually ubiquitous. And there is a flourishing of the mainstream of the image.

Example One. Hangzhou Sky Network, do mobile phone application of the Dark Horse. Software downloads in the order of magnitude billions of, Nasdaq listed. In the early days of the development of Skye asked CEO Songtao, he said Skye's idea is "do not follow Apple go." Apple's App Store, a bit like Consumer-to-consumer, as long as the compliance with certain norms, can be on, let the people themselves to choose. Skye's App Store, instead of letting go, is picking and deliberately nurturing some powerful teams to make sure their apps are like and willing to pay, so that developers can make money. "Only developers make money, and the model is sustainable, and we don't need too many apps that don't have a user market." Yes, this is B2B2C. Two, the grand game of the cloud plan The previous large-scale network game enterprise basically is the consumer, namely I go to proxy some games, then takes out to play for the player, the player pays to me, I to the upstream game research and development person pays. The nature of the plan is that Chen the net of his creation of the game to the B2B2C mode. With a vote can be trusted, have the strength of the game developers to invest and help them to make good games, and then put on the grand platform to operate, we split. This is the same idea that Skye network Songtao.

Example Three. Zhou is said to have visited Chen Tianqiao for 360 before taking off the plan. Therefore, the Take-off plan is also B2B2C, with the wind and cloud planning a soul, two skins. Specifically: with a bunch of VC joint fund, dedicated to vote for free software, and then use 360 platform to support them to help them make money. "This is an app store," Zhou said. The difference is that Songtao said: App Store on the door of the app is not limited, and the Take-off plan needs to personally, and as far as possible to invest, and you bundle, together bigger, together.

Example Four. Taobao a few years ago, "the third movement" plan, that is, with the Third-party logistics enterprises to build a distribution center to provide its sellers with warehousing, tally, picking, distribution, delivery, and distribution for the country-wide. The current mainstream E-commerce logistics model has Amazon model, self-built warehouse and distribution system and leased to a large number of B, these B only research and production, and other work is entirely owned by Amazon, known as "FBA" (fulfilled by Amazon). This model has a long investment cycle and a large amount of investment. The other is when the mode, the basic is to entrust the third party logistics company, so the quality of service is also pinched in the hands of others, uneven, good and bad.

The third movement is the B2B2C, the above two kinds of defects are avoided.

Example Five. Aging did VANCL, but this is not the end. Then he took the lead in investing in a new online shopping platform, v. Its approach is to choose such as Li Ning high-end clothing brand into the V, and by the V backstage Unified operation. Consumers in V buy Li Ning Shoes, directly to V orders, products and logistics distribution is not by Li Ning operation, but v from their own warehouses directly to consumers.

This is also the mode of B2B2C, directly solve the previous as a VANCL bottleneck: Vancl as a brand, the radiation of product categories and product positioning is limited, can not be unlimited extension, so the logistics and operating system in the background of the allocation of unit costs can not be unlimited reduction. and V assembled a large group of Big B, conveniently solved the problem. And, Vancl as a new product brand, need to bear a lot of brand construction cost, and V otherwise.

Example Six. If YouTube is compared to the consumer-to-consumer of video, Hulu is a business, and later actions look like a trend toward B2B2C. YouTube is characterized by a large quantity, but also a large bandwidth cost, advertising is difficult to sell, has not been profitable. So YouTube has introduced big content-making agencies to sell ads directly or to sell them on their own, and then split it up. Hulu is characterized by a small amount, but advertising is good to sell, profit early, but later growth encountered bottlenecks. How to get the volume up? Of course, the introduction of more quality assured content sources, to give them a certain degree of autonomy to pull advertising incentives.

If the Chinese market is accompanied by research, potatoes are doing these things, such as collaborating with film and television organizations to create programs and collaborate on advertising.

This list can still be listed, want to say the last sentence: B2B2C is not an e-commerce noun, but a business model. The essence of this model is balance (quality and quantity, control and runaway, despotism and freedom) and sharing (cost and risk). Quite the "golden mean" temperament.