The mode of "two Ming and Two dark" in e-commerce

The two "Ming" models of e-commerce are well known, that is, the Business-to-consumer and Consumer-to-consumer model, which is a mode of online transaction that addresses the needs of people on the Internet and completes transactions online.

The other two types of E-commerce "Dark" mode, is not well-known:

One is online Internet crowd and offline consumption of E-commerce mode, this typical representative is Tencent's value-added business as a representative of E-commerce trading model.

There is also a dark mode is to pull the line of people online consumption of E-commerce model, Taobao Amoy One station for the representative, still in the exploratory stage.

The former online2offline "dark" mode of e-commerce, not only the actual existence and operation of the very successful, called the Dark model, is because its essence is an e-commerce trading model, but by the industry and the public ignored. Tencent's Internet value-added services and mobile value-added services, accounting for more than 80% of Tencent's total income, in fact, is a broad e-commerce model, that is, online use of products, but the payment is basically offline, through the offline fixed telephone, mobile phone payment service costs. Interestingly, the paradox of this transaction is that at least 20% to 30% of the cost is paid by the company or organization, because can use any telephone to pay QQ value-added pay, and automatic renewal, employees often use the company phone to pay 10 yuan per month value-added service charges, So almost every company's phone calls are paid for this kind of fees and no company to detect, those who reimburse the mobile phone charges of white-collar workers, pay a lot of Tencent's value-added services, reimbursement of the bill of fare can not see these fragmented costs, and no company's financial attention.

It can be said that E-commerce dark mode will be the way for most of China's internet sites, there are some signs to show this:

Thunderbolt's latest E-commerce strategy is to discard the consumer model, plans to exert dark E-commerce model, will its huge online user base, pull to the line to watch movies, etc., and cinemas, and so on to generate offline income.

Marry My network also began to explore this aspect, let its online registered people to buy online group purchase consumption, become a channel business; it is said that China has not yet a profitable website, and the only way to make a profit is to combine it with offline commerce.

Recently, the general concern of the electric business in the United States Group buying mode, in fact, is also a dark mode of E-commerce, this model is different from the general concern of the consumer-to-consumer and the people, is a typical online group of people to pull down to buy the electric business model. Fence in China has a sales of 1 billion, but also online community to generate popularity, decoration and other transactions under the completion of all on-line, is in addition to Tencent more successful e-commerce in the dark mode of the representative.

Almost no good results from line to line business models, the end is very miserable: the whole industry losses, the web2.0 industry, all SNS, video, community, etc. is almost nothing in the industry, mobile Internet and 3G sites are still 0 revenue industry, are committed from the line to the line, From the internet to the wrong of the Internet. It can be said that most types of internet sites in China, there are a number of online users, advertising revenue is not enough to profit the site, including SNS, clients, information, community, etc. mentioned above most of the sites, the future seems the only way out is to accumulate user demand online, and the corresponding vertical traditional business combined to generate offline trading This dark mode can be profitable, otherwise impossible.

The internet only accumulates the potential needs of users, all the transaction process completed online, including offline payment, is a very reliable business operation model, I personally run 30 to 50 mall E-commerce site to profoundly realize the charm of this model: the beginning and all the same, online registration, online payment, The pursuit of online promotion of instant ROI, the effect is not ideal; later, the change mode, the Internet to promote only the collection of user needs and information, the actual transaction through the line under the sales staff follow-up line to complete, payment means to use cod, no user registration, no need to use Alipay and net silver, All Internet promotion ROI instantly increased 3 to 5 times times (look at the 30dao50.com site on the Casio table on the Single product promotion page you can see why our operating results are the same as the average level of 5 times times). This is also the Chinese Shanzhai machine and health care products industry E-commerce can be a general profit model.

Now the traditional enterprises have dabbled in electronic commerce, in addition to Taobao open shop or can also be profitable, the self-employed mode of a few profit can not be profitable, and line offline channel conflict is difficult to resolve, the future of a possible direction is also the use of E-commerce dark mode strategy, that online Internet only accumulated popularity and user needs, online do not sell goods, And the line to pull the crowd to their original offline channels and stores completed, all transactions are not through the Internet. This may be one of the new directions in the traditional industry's foray into e-commerce.

Author: Shangxiang Shenzhen 30 to 50 e-Commerce Co., Ltd. CEO