Crowdsourcing retailing: The third paradigm of electricity quotient

There is a retail company in the world, with more than 10,000 stores, 38,000 servers and nearly 500 billion dollars in sales, but it is not necessarily safe. Don't even think about it, its name is called Wal-Mart. What makes Wal-Mart miserable, of course, is e-commerce. Many of the world's electric companies are struggling to survive and worry, why is Wal-Mart still afraid of E-commerce? E-commerce has three basic paradigms. The first is distribution retail. Distribution Retail is very old, to brand manufacturers as the center, many distributors will brand products sold out, brand money can be quickly withdrawn. There are also some products that do not have a brand, distributors take goods from wholesalers, and then sell to low-income users. Taobao is a representative business of distributor retail, and surprisingly large. Taobao, at the cost of a 30% per cent stake, traded in 1 billion dollars for Yahoo, and then built a huge trading platform. As a result, retail retailing, which was under the strong impact of Wal-Mart, began to revive in blood. At present, many Taobao on the power of the profit is very difficult, Taobao model has been suspected. But one of the most important factors is the lack of support from brand manufacturers for electricity dealers, especially if they already have a distribution system under the line. Offline distribution and online distribution have irreconcilable price conflicts, and more interest patterns to adjust the huge pains. It is noteworthy that Li Ning began to study Zara, in an effort to shorten the supply cycle from 16 months to 16 days. Never underestimate the impact of the changes in the supply chain on the distribution system. When the supply chain of brand manufacturers is running more and more rapidly, the speed weakness of the offline distribution system will be fully exposed, and brand manufacturers will realize that E-commerce is an indispensable distribution channel. As a result, the brand Chamber of Commerce, like the support of offline distributors, support the electrical business. Among the electric quotient group, some of them are independent electric dealers, they are out of Taobao, and since they build their own brands, there is no distribution system. The independent electric dealer is the most painful electricity merchant at present. They want to consider the flow, brand, supply chain, financing and platform, and many other issues. As a result, some electric-business observers can't wait to say that independent electric dealers are dead. This is a superficial point of view. The second paradigm of electronic commerce is aggregated retail, Amazon and Jingdong Mall are representative enterprises. And the line of the aggregated retail representative Enterprise is Wal-Mart. As an aggregated retail, the first need to have a strong supply chain and logistics system. China's logistics can be said to be weak, so Jingdong mall self-built logistics for its added a lot. The second is to support and nurture suppliers. Wal-Mart has made a lot of effort to support a number of small and medium-sized enterprises, and the electrical business is not good at it. Third, strong data processing capabilities, this is the key to the aggregation of retail. As we all know, the electric dealer's SKU is the offline supermarket several times even more than 10 times times, the formidable data mining ability is the Amazon survival Lifeline. Distributors of retail distributors also pay attention to data processing, but the amount of data processing is far from the challenge of the aggregation-type retail electric dealer. Four, to have a strong executive force team. Because, aggregated retailing is a buying handSystem, sales risk is highly concentrated. The advantage of distribution retailing is that the risk is relatively dispersed. Online, aggregated retail is the dominant position, Wal-Mart has formed a huge sales scale, low procurement costs and a global sales network. Retail retailing, however, has been losing ground so that some big brands have been held hostage by Wal-Mart, watching Wal-Mart sell its own brand of products, will be the ultimate aggregation. But online, aggregated retailing is not in the dominant position. In China, in particular, in addition to buying back Yahoo shares, Ali's financial statements are certainly better than Jingdong mall good-looking. One reason is that consumer demand is increasingly personalized, decentralized and fragmented, and aggregated retailing is a buying hand system to control costs and sell authentic goods, but to meet user needs is the essence of retailing. Amazon is unable to make a profit all the year round, because it is impossible to accomplish the task because of the power of a company to meet the personalized needs of millions of users. In particular, the role of large data is overrated, even if the user all the data available to Amazon, Amazon can not guess what the next user to do. User demand has a very strong randomness, that is, the need to supply, production and marketing, is the highest state of retail. Another problem is that retail retailing has a strong personification character, which is both an advantage and a disadvantage. In distribution retailing, brand and distributor should establish very close contact. Like Gree President Mingzhu, the relationship with distributors is more than close relatives. But big data is disowned and personified. In the retail distribution, the electric dealer and the user also must establish the intimate relation, but this also may bring the service cost the infinite promotion. The electric dealer also wants to rest, this you understand. Electricity business is not 24 hours of service, because the electricity quotient is a person, want staff to add night shift is inhuman behavior. In addition, don't be too superstitious about big data, people are the most intelligent animals. The development of artificial intelligence is slow, so the competitiveness of the electric business is largely in the role of customer service. A good service can bring Word-of-mouth and potential orders, but people's working hours must be limited, which restricts the increase in sales revenue. As a result, the third paradigm of electronic commerce is now in the making, and requires the personalization advantages of retail retailing to be combined with the large data advantages of aggregated retailing. This paradigm is the crowdsourcing retail. Online retail, whether it is distributed retail or aggregated retail, reached the advanced stage has a chain of characteristics. The advanced stage of E-commerce is characterized by crowdsourcing. E-commerce crowdsourcing retail has the following characteristics: 1, user demand-driven. The core of retail distribution is brand-driven, the characteristics of brand-driven is the pursuit of high and handsome, and user demand is more and more inclined to small fast spirit, suitable for good. Therefore, the side effects of brand-driven is excessive supply and strong buy strong sell, and through the media procurement to control users, with the brand to the user brainwashed. This traditional style of play has become increasingly impractical as the performance of Procter and Gamble declines. In the Internet age, any business that wants to control the mind of the user is foolish. Users to see is not advertising, but the real evaluation, and users of the business more and more distrust, users believe that users。 So the merchant will pay more marketing cost, can bring order and improve conversion rate, its behavior outweighs. 2, the user participates in the production. The first execution user is a reference to IBM. In fact, shrewd businessmen know that the MBA kills people, the user is the best teacher. than to learn from the user and strengthen the research further is to allow users to truly participate in the production process. This little millet phone has done. One of the implications of a fan economy is to involve users in production. Even fully to tap the user's cognitive surplus, so that users become the enterprise supernumerary employees. 3. Crowdsourcing logistics. Crowdsourcing retail is not the first to build a platform, but to help offline retail enterprises, wholesale enterprises and service companies to expand sales. The logistics function can rely on these offline enterprises to complete their own, rather than do their own logistics. Only by doing this, is the real introduction of E-commerce. The value of group buying is precisely that it is the service industry, but the value chain of group buying is too short to have a layout across the five Consumer-to-consumer, business-to-business, C2B, Business and O2O. 4, deep into the mobile market. User Time fragmentation is a very prominent constraint. Shopping decision time is becoming more and more fast, mobile E-commerce is an important part of crowdsourcing retail, and this means that the electrical business and a large number of mobile app developers to deal with, in advance to know which requirements grow fast, where the real-time sales. 5, cloud computing and corporate social links. Crowdsourcing relies on cloud computing and corporate networking to form a deep link between the companies involved. Platform to take responsibility, now the cloud computing platform supply is not a problem, and corporate social networking development is lagging behind. In particular, cross-industry corporate social networking, there is now a lack of good products, so that corporate social networking has a qualitative leap. Micro-Credit This product is too light, corporate social is a heavy taste of the product. 6, from the media dissemination. Crowdsourcing retail, there will be more proprietary sales, business owners from the media will be springing up. Since the media is the basis of crowdsourcing, decide who to cooperate with WHO, who and who should be trusted. E-commerce is not dependent on blood, not even completely rely on the contract, trust becomes more and more important. Credit spawned a new division of labor and exciting products. Crowdsourcing retailing has a lot of connotations. For example, crowdsourcing brand, crowdsourcing management are new topics. Crowdsourcing, public-raised will become the subject of e-commerce words. The electric dealer either becomes the crowdsourcing enterprise, either in the scale, the specialization old road on the painful forward.