Consumer-to-consumer or b2c--Planning e-commerce model must be cautious

Wen/Dream Qinhuai

2009 Before the Spring Festival, Jingdong Mall of the hot and home easy to stop the closure formed a very strong contrast. Not to success or failure of the hero, but the analysis of the reasons for the 11% failure of the latter is absolutely significant reference value.

Jingdong Mall and Home Easy station with belong to the business model, the biggest difference lies in the industry differences. Usually, the academic school carries on the value chain analysis when the model argumentation, but if rational and deep thinking, we found that the industry attribute analysis should be the first prerequisite of pattern design. Leaving for the industry and industry users and customers a deep understanding of the design of the business model is likely to appear very absurd!

Abstract analysis, the most basic business components of E-commerce are as follows:

• Products: The main product can be clearly demonstrated, whether the standard to define.

• Service: Can the Service Content pass the standard description.

• Logistics: The way of delivery and transportation.

• Payment: Electronic payment or offline payment, and at what stage payment.

The above 4 aspects constitute the basic module of e-commerce platform, and the industry Analysis of e-commerce pattern should be analyzed and summed up around the above 4 aspects. We can use Jingdong Mall and home Easy station to do case comparison analysis:

Jingdong Mall Home Easy Station industry

Electrical appliances, IT products mainly

Home decoration, building materials

Products

• Ability to clearly describe product features

• Clear product delivery standards

• Home improvement products for custom products, difficult to describe

• Some building materials products can be clearly described

• There are no clear standards for home furnishings and some building materials products

service standards are accurate, manufacturers generally provide the national UNPROFOR pre-sale, sale, after-sales service links complex, home and some of the building materials not industrialized production logistics can be used to achieve a simple logistics of a simple solution to all product settlement problems. For example, home decoration is on-site custom service, kitchen cabinets and other products need to be customized in the factory and then to the on-site custom installation. The payment Mark's clear, may use the online payment settlement complex, the online payment can only serve as the supplementary way.

From the table above we can see that Jingdong Mall chose the right field, the product is easy to achieve through E-commerce platform transactions, and home to choose the area of the lack of clear e-commerce solutions. Can the field of Home Easy station not realize e-commerce? No! Fence nets, 365 real Estate home network home treasure platform with different models to achieve the home industry e-commerce.

In fact, Taobao from the model has given a "consumer-to-consumer, how to choose" Example. We try Taobao Mall services, will find: Each shop customer service is not Taobao, but the supplier's own. We can use a table to compare the problems faced by the Consumer-to-consumer mode:

Consumer-to-consumer Fund

• Platform requires more start-up funds

• Need to advance some or all of the payment

• Accumulate rolling funds through delivery schedule

platform requires less start-up funds

• No advance payment is required

• Online payment systems accumulate rolling capital

Service

• Higher requirements for the platform itself

• Platform service personnel must have a certain

's Expertise

• Low service requirements for the platform itself

• Platform service personnel should have a superficial

's Expertise

Logistics must realize a reliable logistics system does not need the platform itself to achieve logistics services warehousing has a higher demand for warehousing without channel control stronger

Through this form, we see: On the line gome, online suning on the threshold is not low. Taobao is known as the online Wal-Mart, in fact, Taobao and Wal-Mart model is quite different.

Jingdong Mall is the Gome model of online replication, the biggest advantage of this model is the full control of the channel, the disadvantage is that it is difficult to expand to a wider range of areas. At present, the use of this model of several well-known sites: when, Excellence, van. When, excellent selling books; The product sector has not been expanding indefinitely.

and Taobao (including Taobao Mall) more like the Pacific department stores such as shopping malls, the collection is the site fees, return points, in addition to the payment link is not directly involved in the operation of goods. Taobao's core meaning of this model is to avoid the product complexity brought about by the professional requirements and service responsibility, the service to the manufacturer to deal with their own. This mode of survival is very strong, platform product areas such as weeds generally grow, so we often sigh: Taobao seems to have omnipotent. But how does taobao charge? This is the most painful problem taobao.

This analysis, we can reflect: if home easy to use the Consumer-to-consumer mode or favor Consumer-to-consumer of the mode, is more likely to succeed? In fact, in addition to channel control of the fence, the pattern of Consumer-to-consumer is very heavy. And, in the vertical area of expertise, there is no free competitor, the fence to achieve the successful charging service.