The so-called business ecology, there are different levels of progressive evolution

Some people used to use traditional brands, large sellers and small sellers to distinguish the current Taobao based on the electricity merchants, and I prefer to use a production side, B Company (brand) end, C wholesale (agent) end, D join (Retail) end, e retail side to differentiate in the market to compete in the business.

The so-called business ecology, there are different levels of progressive evolution:

1, Taobao-oriented E-commerce model of the early days, many retail side E rely on low-quality low-cost wholesale goods, or unique brand sourcing channels, access to some goods, on the platform to sell. This period, the mainstream model is fragmented sales of goods, no scale, no system, as long as can attract price-sensitive buyers under the single victory. The characteristics of this period is to break through the geographical constraints, so that consumers unit time space in the choice of goods more selective, the so-called rules, the so-called user experience, are floating clouds;

2, because some of the retail e axes began to retired, some million-level personal sellers began to appear, this modest cake, triggered the D to join the attention of the retail agents, so the initiative to March, all kinds of fleeing goods, began to take a piece of the electricity business. This stage is still the early stage, individual retail investors still have a good survival, evolutionary evolution, slowly with the line to join the wholesale Agent C equal level of scale, bargaining capacity. However, most retail investors are eliminated at this stage;

3, part of the growth of individual retail E, began to have a kind of registered brand, independent operation, the scale is between small and medium-sized companies B and regional level of wholesale agent C, there are also a small part of the traditional brand sourcing closer. Among them, live good most of their own products become Amoy brand B, and even successively with the production side a partner combination, from a faction. At the same time, many large and small a also not to be outdone, in this period are in the form of B or E of the form of electric shock into, most of the operating threshold and market rules grasp unclear and survive, can not form a climate, reduced to burial;

4, to this stage, the market has been flooded with a large number of ABCDE, the market is full of different prices, inferior low-priced products flying, price chaos began, consumers on the quality of the knowledge or relatively superficial, accustomed to the price to determine everything. There is no part of the market that consists of merchants that are relieved of being eliminated, so the merchant side discount behavior is intense, plus only will organize the discount, but do not understand the industry and the market of the so-called class head operation team of the blind mix and, the price war becomes very ordinary, exudes the rotten stench. So, the first wave shuffle comes, D and e a large number of exit market competition, individual still adhere to (by the hot product of natural search, and single store flagship selling items, with the through Train + drilling show the main advertising consumption to maintain operating costs and the poor profit);

5, Taobao support TMALL,B, C mass access, rely on is still axes: price reduction, discount, false marketing; This period of prices war, more is the strength of the consumption war, financial strength is not strong, have been eliminated ~, this stage, D, E has been completely on the table of dishes; Discounts are becoming more and more normal, and platform operations tend to be more price-fighting from a certain point of time to the daily spread, buyers price fatigue, sensitivity decline, the participation of the activity is not high, even if the double 11 has become a brush 11, but the real buyer's purchasing power release, or at the expense of the entire electric business retail industry in the autumn and winter season for the price, Essentially become the enemy 800 self-damage 1000 of the game. And the traditional retail bosses, Brand side B, with the money of the "background and past", overcapacity, blind open shop expansion, coupled with the slump in foreign trade, production end A is not to continue to join the war, and continue to burn dry blood withdrawal, but also let this discount battle thrilling.

Now, in the back half of the 5th round, D and E basically have no resurrection opportunity, barely survive the less development only to be miniature, C with financial strength, still rely on the price in the consumption of the past precipitation of profits, or to return to the capital of the way to live, or on the one hand line under the burden of sharing the cost of suffering death brace, Bitter forced the line on the offline they are not zhi.

A few examples of the successful electric shock transition so far, most of the fertilizer into the platform to ashes, and B are still in the passion of the brush of the sedan ~ The current market, whether the threshold of capital or operating threshold are different from the past and language, there is no way back, the ecological has been completely broken, do not have any repair capacity, I in 2010 in the October 14 issued a report of all the concerns of today's reality "See the Open API, KPI Drive, excessive pursuit of profit is Taobao's head of the three double-edged sword." This is not the so-called small and beautiful can be rewritten.

The collapse of the brutal entity processing and manufacturing entity will draw a full stop to this wave of grassroots or civilian electric dealers ' revelry. The past decade has been a decade of GDP4 growth, and the next decade is a decade of tightening, making start-up costs extraordinarily expensive. In the past, vested interests have continued to vomit profits and slow deleveraging, but will eventually flood the high stock and push the price war into the abyss. In the future, will enter the era of oligarchy, do not think that the so-called oligarchs are not bad money of the traditional brand.

You must know that traditional brands are also very bad money. What can become an oligopoly is the group of those giants who are now living off the Taishan, who have all the clear skies to survive, and a large number of traditional brands that will die in the next decade.

Also, can survive, is those who always follow their own pace, not blindly, not credulous, not the pursuit of scale, not the pursuit of surprise burst, and peace of mind to pursue 365 days of ordinary business, care for the Maori and care of their own life the same difference brand. Finally, when participants who are not competitive and do not meet the platform will be purged, the platform and merchant side will enter a relatively monopolistic period.

The price war will be quiet, but this war, no winners, no beneficiaries.