Future competition of electric quotient is still the contention of flow entrance

According to a recent survey by the Economic Observer, only 18.67% Taobao stores said profits rose in half a year, 38.67% said profits were flat and 42.67% said profits were falling. Prior to this, the former Alibaba founder Lu Zhiban asserted, "Ali now open shop Taobao sellers have 9.5 million, of which more than 3 million sellers shop stop, leaving about 80% losses, the real money is only 10%." ”

More than 9.5 million merchants, hundreds of millions of products, how do you stand out? There are tens of thousands of of them competing in "no integrity" in every detail. Desperately playing advertising, chasing a good deal, blindly chasing sales, as if only doubled the growth to let them feel that they are still in the power of the team, to prove that they have more cattle, as for the profit, The godfather of the electric business said, It will take years to be a power dealer to show you are a visionary.

The Battle of the Internet, the entrance dispute

More and more traditional enterprises to enter the electricity market, so that the cost of marketing rising, Taobao through the through train, drilling exhibitions and other costs are doubled price increases. Whether it is Taobao, Beijing-east platform-type electric dealer, or brand retail-type electric business enterprises, in order to quickly improve sales can not be separated from the flow. On the PC side, most of the traffic entrance has been Baidu, Alibaba, Tencent, 360 and other internet giants to control. And as the growth of the PC-side Internet user base slows, the internet giants ' traffic growth on the PC side slows. These giants are targeting the wireless internet, which has more growth potential.

From Baidu mergers and acquisitions pps, Ali to buy Sina Weibo, 360 out of the search Sogou and other news is not difficult to see, the integration of more flow of resources is the future of Internet enterprises in the competition in the foundation of unbeaten. For the Ali Group, which occupies 50% of China's electricity quotient, due to the limitation of Taobao and cat traffic, Ali group needs more controllable sources of external traffic in the future development.

Ali to increase social network input, fill in the lack of entrance

Taobao and the growth of the cat's bottleneck is the growth of sellers. "Because the internal flow is limited, the flow distribution way to big sellers more advantages, Taobao cat retail turnover from 1 trillion to 2 trillion is relatively easy, but if you want to do 10 trillion, we must put more small sellers together to achieve long tail effect." Mining only the potential of large sellers, it is difficult to support the rapid development of Ali. Taobao senior sellers pointed out.

To remove the value of the flow of Sina Weibo for Ali, its large data value can not be underestimated. Ali's ecosystem is once again a social extension. In Ali's big data layout, social networks are an important part of their data analysis. Ali Big Data advantage is that users from search to browse, pay, forming a depth of the trading chain. But Ali Group's SNS exploration is not successful, Amoy rivers and lakes, love shopping, exchanges and other products have not been too much improvement. A stake in Sina Weibo will undoubtedly make up for social short boards.

Distribution platform, decentralized flow or long tail effect

Independent construction of a new electric business platform, whether it is a comprehensive platform or vertical platform, to obtain due flow, conversion and sales, not only the need for a large number of inputs, extensive and representative resources to support, but also to face the vicious competition when the jaws of prey- Seizing the market from the pillars of the existing integrated platform is a big competitive risk. If the existing integrated platform, vertical platform as a city, each have a unified entrance, the consumer portal and the source of resources to complement each other, more traffic theoretically can attract more suppliers, and richer supply can theoretically attract more consumption flow. If the control of the flow so that the control of resources, then the control of resources can also control the flow? not necessarily! But it's possible!

Since each pass means that it is facing the path, that is, the path to guide the flow of traffic to the entrance, then the pass on the path before the establishment of a new pass is a possibility: to seize the gateway before the gate, preemption flow before the traffic. Is there really a 0 distance between the consumer and the retail platform? What is the gateway before the gate, what is the flow before flow? distribution platform and decentralized traffic!

Let's just think of the advantages of an industry that are integrated into a distribution platform through the distribution platform directly to the retail platform or other types of Internet platforms to supply goods, and strive to expand a large number of small and medium platforms and solve their core problems is the supply problem, or can realize the long tail theory that ants eat elephants strategy. Based on the distribution platform to a large number of small platforms, especially the three-wire four-line platform supply, or to achieve an invisible amount of the day (dispersed traffic), fight a war without smoke. After some accumulation gradually to the second line platform infiltration, until a certain state can compete with the first platform of dialogue. So the curve completes a strategic layout. This may be a real opportunity for investors in the field of E-commerce.