For the traditional businessmen and the electric business, the two horse dispute is not only a simple platform, the contention of resources

For the traditional businessmen and the electric business, the second horse is not only a simple platform, the contention of resources, the business logic behind it is that we need to seriously advance, and take positive measures to deal with. It is undeniable that most of the traditional enterprises in the first wave of Taobao, the cat rise in the river's lake as a landmark event, the adoption of the ostrich policy, the result of its appeasement is the performance of the losing, the operation of the step-by-step alarming. So stay back now, because the emergence of micro-letters, as well as the "two horse" dispute brought about by the commercial changes, can be renewed in the hearts of the business of fire? Now, how should the traditional merchant deal with such a situation?

The life of electronic commerce in traditional enterprises

E-commerce has experienced a golden period similar to the "frontier of the American West", a large number of network businesses with Low-cost, imitation, explosion and other unconventional means, encroached on the most of the online retail market share, and let the traditional retail industry suffered a great impact; At the same time, traditional retail channels, although resorted to various means, have entered into E-commerce, But the overall development trend is not optimistic, the old such as Suning Suning easy to buy, Yintai department store Silver Thai Network, Wangfujing Mall and so on, not as on the ground as the online open Xinjiang, even to the end, can only to obtain users and committed to the cat such a large platform, has been sent to high expectations of the vertical class E-commerce sites, such as customers, Elegant 100 and so on, but also in the days of the cat, Jingdong, such as the relentless impact of giant crocodiles struggling. However, cosmetics category, such as Lok Bee nets, Poly-Mei excellent products, and so on, because of its user base and profit amount of reasons, become a rare exception.

In the great wave of the Internet, traditional enterprises do electronic commerce is very dangerous, but do not do more dangerous. 1, spent a lot of money, invited a lot of people, put a lot of resources, the results backfired, sales and profits far less than expected, 2, even if done, but with the original ground, dealer channels have a serious conflict, have to compromise.

However, we should note that, in the mobile internet trend, the traditional enterprises in the front has begun to revolution, or even directly abolish the e-commerce sector, to become a background support department, into a data center, marketing center, the entire commercial composition of the engine.

Pure E-commerce will disappear

O2O is a pseudo concept, the future of pure E-commerce will disappear, traditional retail and online sales will gradually integration, offline stores will gradually weaken the function of sales, in turn to the user experience, marketing assistance to provide support.

The advent of the mobile internet era, the first change is the source of marketing traffic, marketing tools to the fragmentation.

The platform is no longer so reliable, and the population and the flow dividend in 2015 (1985 generation, 30 years old) before the growth rate will gradually slow down, consumers and users will focus more on specific brands, rather than a single platform.

As we all know, in the traditional era of electronic commerce, the force point in the Product force, operating force, brand power, while in the mobile internet era, it is necessary to focus on brand power, operating force, product strength.

If you miss the extensive growth of the previous decade, then in the next mobile business era, you still have a chance to overtake in the corner.

With the help of mobile commerce, "O2O" becomes possible

In contrast to the fierce impact of online retailing on traditional retailing, future mobile commerce will be completely subversive to traditional e-commerce. If traditional e-commerce is a new "building" in traditional retail sites, mobile commerce is integrating and reconstructing the new "ecological circle". The original pattern, experience will probably not work, we need to use a new vision to face the "big change" of mobile commerce.

Traditional electronic commerce will face "the limit of growth". People's dividend, flow dividend has gradually disappeared. When the mobile Internet is becoming mainstream, this limit will be gone. 4G, increasingly powerful mobile terminals and their applications, will provide consumers with holographic contacts to help them buy whatever they want anytime, anywhere.

What happens after mobile commerce?

Once on a plane back to Hangzhou, I seriously asked myself a question, "since you believe that the mobile internet will inevitably bring about the change of E-commerce, the trend is inevitable, the future is bound to be the era of mobile commerce, then, for the traditional enterprises and now mature electric business, early and late do what difference? Now the cat, Jingdong, such as the platform, is not all the early years have been sung decline in the traditional brand such as the world of big crocodiles? ”

Here to refine my thinking as briefly as possible:

1, personal feel, mobile commerce and traditional e-business development path will be completely opposite, the traditional electronic commerce first is "imperceptible" do the market wholesale business, "Amoy brand" people first lead, and then by the traditional crocodile mercilessly swallowed; but in the mobile business era, "after knowing" the traditional giant crocodile with abundant funds, Strong ground channels to the first layout, the oncoming ferocious, but at the ripe stage, they will be more flexible and breakthrough "just Know" business (brand) overtook.

2. In short, the first batch of the traditional e-commerce is "imperceptible" individual groups, and then the transition to the "after" the traditional giant crocodile, and the second golden decade to E-commerce, those "positive awareness" (know what you want, Consumers ' clear positioning of the business (brand) will use the new wave of mobile internet, the real rise in the lake.

3, with the mobile Internet, the prevalence of 4G broadband network, to maintain the online is no longer a problem, but the mobile terminal although convenient, after all, small size, consumer consumption path will be completely inconsistent with the traditional e-commerce. The search box, similar to the location of Taobao's top-pass position, will become less important, and consumers ' exposure to goods and perceived brand value will be more multifaceted. Or, the consumer's willingness to buy is in fact almost decided before opening the mobile terminal, and the mobile terminal is more just a payment tool or a "that foot".

4, the mobile business age, in the traditional sense of the brand, the division of the category, the crowd division (similar to Rice), functional division, such as the original only the second attribute of the classification criteria will be more easily accepted by consumers (at present, many of the Cross-border attempt is also a vivid example, BMW also out of the luggage products), It is also easier to spread word-of-mouth on mobile devices.

5, the mobile business era, will not be likely to appear a flow, users, product center, in a central to the virtual world, Business (brand) How the first time to gain the attention of fans will be directly related to its life and death.

6, and finally to reconcile, just as television can not lose the lives of radio stations, traditional E-commerce also can not replace the ground retail, mobile commerce will not completely replace the traditional e-commerce, they will be in a long period of time together (although there will be a sustained war of words to fight), and the future of the times, will eventually have nothing to do with us, As I answered our beloved Daisy, we do not know what will happen after mobile commerce. We can be happy enough to sit on the train and eat the hotpot.