Five times of China's electricity business: from the Savage to the brand operation

"Editor's note" 10 years time, Taobao platform gradually mature, now the electric business enterprise system, the Electric business service system in Taobao platform mutual development. With the constant change of market demand, the service content of the enterprise of the electric business service provider is also deepened.

Several cloud Market department CMO, the senior electric businessman Qin Hua in the 10 anniversary of the establishment of the Taobao, has combed the development of the Chinese electric business, and divides it into five big times.

The following cloud CMO Qin Hua Readme:

The Wild Age (1999-2002): The Internet in China soon emerging, online shopping is still a fashionable noun. The Internet-shopping pioneers of all sizes have ups and downs.

Whenever people should still vaguely remember that transparent glass house in the network survival contest? The general process of the contest is in Beijing, Shanghai and Guangzhou, 3 glass houses, there are 12 young people, in addition to a plate bed, they have only one computer can access the Internet, and cash, electronic money each 1500 yuan. Their mission was to survive for 72 hours in a closed glass house. Considering that the Internet was indeed too avantgarde, the organizers were very humane to send them a roll of toilet paper, not to let them really overnight back to primitive society. Most of these 12 people live in a very awkward way. At that time, they only can buy through the network is the water and soya-bean milk, but also cheat the water and soy milk delivery staff stay in the field 10 minutes from the venue, the store received a list of contestants to inform the delivery agent. In that case, most players don't know how to buy it for 72 hours.

And today, if anyone tries to do this experiment, the people in the Glass House will move the world to you, as long as you give enough money. The electric business is changing the pattern of China's market by people's unimaginable speed, and internet shopping has become one of the main consumption ways of modern people. And in this huge change behind, there is a huge figure behind its push, he is "Taobao", a martial arts culture Taobao.

Personal Age (2003-2005): SARS has become a huge catalyst for China's electricity dealers, with an astonishing 760% increase in the monthly growth in a short period of three years to become the first website of China's electricity dealers.

2003 a SARS swept China, everyone talk about not discoloration, because the disease is highly contagious, people try to reduce out. But it is the SARS that has become a huge catalyst for China's e-commerce and has promoted the rapid development of E-commerce. Taobao was born in this year. On ebay ebay, which has occupied more than 90% of the market share at that time, almost copied the foreign mode of insisting on the charging policy and the way of mail communication, Taobao took the Consumer-to-consumer as the starting point to hold up the free banner, and created the Alipay with Chinese characteristics (NET Purchase credit system) and the will (net buys The competition between the advanced model of foreign electric dealers and the local model of Chinese characteristics has drawn the curtain of the victory of Taobao. Taobao has become China's largest personal auction-type E-commerce site. The characteristics of the Consumer-to-consumer decided that the electric merchant at that time was a personal shop with the main auction of idle goods.

The Big C era (2006-2007): The popularity of a price, behind the changes brought about by a business model.

Unconsciously, the auction way to deal with less and more goods, and a price of the goods more and more, at this time to the green tea as the representative of the Big C rockets like the red. This is an era of electricity quotient dividend, when the electric merchants often have a certain product procurement channel advantages, understand the rules of the operation of electric operators, can have a good performance. Wang Pu, upper and lower shelf time management, window recommendations, such as the characteristics of small tools to become a large number of store market competition tool. Taobao electric merchants are quietly from the private part of the idle sale of goods to individual full-time retail stores to change. 2007 Taobao is not a simple auction site, but Asia's largest network retailer Circle, this year, the total net deal breakthrough 40 billion.

The era of enterprise Operation (2008-2010): The world financial crisis has become a catalyst for China's electricity business. Taobao Mall turned out, on behalf of the official Taobao into the era of business, shops run for the power of the melody.

Beginning in 2007, the world financial crisis which broke out in 2008 made many foreign trade manufacturing enterprises struggling, and turned their eyes to the booming electric market. Taobao Mall timely Online, Amoy brand, factory brand became the main theme of Taobao Mall at that time.

Behind each store represents an independent enterprise, more professional team operations, a larger number of operating funds, a more independent supply chain system. So, Taobao shop competition into the stage of enterprise competition. Thus deriving the vigorous development of many subdivision industries: to ERP as the cut-in point of Professional software service industry, to Amoy girls as a manifestation of professional network model industry, unlike the traditional advertising company form of professional Taobao art industry, Taobao photography industry, professional network promotion industry (through-train generation operations, SEO agent, etc.), Are marked by Taobao stores have become increasingly professional, systematic and modular. The original part is still accustomed to the self-employed type of operation of the Big C began to gradually fade out of the market.

The era of brand operation (2011-2013): "Double 11" this festival with a strong grassroots characteristics of electrical business, touched the nerves of the traditional retail industry. A large number of traditional retailers poured into Taobao, the electric dealer officially entered the era of brand operation and the era of data operation.

2009, Taobao first launched the "Double 11" big promotion, the current turnover is only 100 million, 2010, only less than 1 billion, but 2011 double 11 soared to 5.2 billion, last 2012 double 11 directly reached 19.1 billion. The sharp contrast to the online shopping carnival is the growing indifference of the year-end promotions held by traditional retail companies, which deeply touches the nerves of traditional retailing. Since 2011, a large number of traditional brands (Uniqlo, Gxg, only, Philips, Mercury Home Textiles, etc.) into the Taobao Mall, the traditional brand company with its deep brand of precipitation impact on the original market.

The fierce market competition leads to the professional subdivision of the electric business profession more specialized, and the outstanding talented person lacks seriously, the flow cost (customer obtains the cost) is multiplied. The electric business industry has entered the era of the brand with irreversible trend. Many shops began the transformation from selling goods to cultivating brand, from extensive operation to data-oriented fine operation, from store operation with promotion as the core to CRM operation system centered on customer relationship management. Data cube (Industry data analysis), quantum constant (own shop data analysis), data winners (Customer relationship Management CRM, data mining), red-free products (customer service performance management), etc. has become a daily work of the electrical business operators must be a tool.