Two intermediary opportunities in China: traditional retail channels and brands

A short while ago I sent a microblog, in the United States, 8 of the top ten online retail companies are corporate-run Web sites (such as Wal-Mart), pure-only Amazon. In 2010, the top 10 of the UK's online retail enterprises, there are 6 entities to open a physical chain.

In China, however, no traditional retailer or brand name has entered the top 10 sales sites. As I predict, the next 5 years China's e-commerce will be "Taobao, consumer platform, traditional retail channels, traditional brand" four of the world pattern.

Taobao, to the traditional brand to do online sales distributors, the use of the traditional store resources around the online sale of the two models gathered a large number of entrepreneurs; On the other hand, E-commerce is now hot, pushing up the threshold for entrepreneurs to enter, especially in the business platform. If someone told me that the plan to enter E-commerce, I will tell him that no 20 million, simply stop playing.

Therefore, the future opportunities, in the traditional retail channels, traditional brands of the two. You don't believe me? I'll tell you two true stories.

Mr. Liu, once a South China E-commerce Company's clothing category manager, for the garment industry is very familiar, but also familiar with E-commerce. He found that many of the clothing brands in Shenzhen to open shop in Taobao Mall, but suffer from no expertise. There is a line next year sales 200 million of the clothing company owner to find Mr. Liu in charge of the brand's e-commerce, but Mr. Liu is not willing to work, the initiative to contract their Taobao flagship store operation, cooperation conditions are: Liu promised Taobao flagship store sales 2 million per year, the manufacturers by sales of 20% will pay the service charge to him. Due to the high visibility of this clothing brand, Liu Di a year to complete more than 1 million of sales, the basic ability to feed his own "electrical business team."

Mr. Li, who was the director of the 4A advertising company, had no practical experience in E-commerce, but he pulled several friends to do E-commerce, a joint venture to establish an E-commerce company to do E-commerce "outsourced on behalf of the operation." Because of the previous business dealings, Mr. Li and a company to develop network sales of makeup brand boss personal relationship is very good, so he acted as the cosmetics business Online distributors: Taobao shop, the Web site, such as all online distribution channels. The first year Lee's new company sales nearly 5 million yuan, beginning of the new year he is ready to develop several well-known brands "contract" the role of their network dealers.

I checked some data, l ' Oreal's Taobao flagship store opened in October 2010, the first month of sales close to million; last week I found Mentholatum Taobao flagship store opened six months, the monthly sales have been nearly million. And the two flagship store operators are from Guangzhou, a newly registered electric business company. Traditional enterprises, especially "well-known", "large" enterprises, the starting point for E-commerce is not "whether to do" but "how to do" problem, which means that e-commerce in the traditional enterprise really become "standard."

However, because many traditional enterprises do not have the talent and ability to do so, the choice of outsourcing enterprises will be many.

I told these two stories, compared to Taobao on the "distributor" or the use of the traditional shop side of the store to open the shop "dispensers" are high, and for the pure platform for business, starting point is relatively low, the "economic application" of entrepreneurial opportunities.

Why is it economically applicable? Let's see what I've given. The entrepreneurial approach to seizing the "two opportunities": 1. Taobao Mall in the name of the company opened a shop first, 2, the construction of online shopping malls, rather than the current corporate web site, in order to integrate the supply chain; 3, the establishment of online channels: let their goods into the When, excellence, such as the platform; 4, small scale first Test water sem+ CPS promotion, at the same time exercise their team, sales reached 100 single/day, began exerting force.

In other words, for traditional enterprises to do online sales will go through 5 levels of small and large process: sell a picture, no warehouse, no goods, two sales marketing, there is no warehouse goods, three selling commodities, there are warehouses; four selling supply chain: Eat inventory, cash "purchase", the strength began to become "reliable" up Five Selling brands: let manufacturers for your exclusive design and production of value-added concept of commodity brands.

Narration

Ten years, 1 billion

At the beginning of 2011, E-commerce Market will continue to be 2010 years of hot, with a large influx of funds, e-commerce areas faced with the cost of user access has been increasing. High promotion costs for e-commerce business entrepreneurs to build more and more high threshold, where the founder of ANCL Products (V) revealed that, where the customer Prudential products 2011 Years of advertising volume reached 1 billion yuan. "I very much agree with Liu:" The website of the 10 years, no 1 billion yuan to play. Bi Sheng once said to the media.

Foreign trade business to the sound of a big fortune?

Perhaps because of the popularity of angel investors Xiaoping, foreign Trade business Web site Orchid Pavilion set potential surface. However, in Shenzhen and other fields, such as dealextreme.com, chinavasion.com, focalprice.com, such as foreign trade, such as the Web site has been muffled, for them, in the country can not open their web page does not matter, because their customers are consistent "external development ”。 According to Shangxiang survey, the big business of this kind of e-commerce companies, 400,000 people visit every day, foreign conversion rate is more than 1%, daily 4,000 orders, 200 million to 300 million yuan per year sales.

Logistics explosion imminent

January 2010, after 12 years of wind and rain of the DDS Courier company due to the financial chain broken by customers and "down", but on the other hand, the eve of the Spring Festival you call the Express phone, the other side will tell you have stopped service. This is only logistics to keep up with the development of e-commerce one of the characteristics. Ma Yun recently announced that Alibaba will invest 20 billion-30 billion yuan with financial partners, gradually set up a three-dimensional warehouse network system in order to promote e-commerce accelerated development. "The last kilometer" is critical to the user experience. There seems to be no e-commerce people questioned, private courier, the electrical business self-built Logistics ... More and more action means: the logistics industry symptoms, more opportunities.

Third party payments

Although the central bank's "Non-financial Institutions payment Services management" to the third party payment industry has brought a stir, but does not hinder the industry in several big players for the future vision, according to the Enfodesk think-tank Data report shows that 2010 year's turnover of 1.0858 trillion yuan, the chain growth of 96%. Big players have increased their input, and their range of services has long been out of the realm of E-commerce, to a wider range of payment applications. It is said that the new year, the fund sales will be another ready to send "star products."