Vertical B2C problems facing

In recent years, the rapid development of domestic e-commerce, Lynx, Jingdong, Dangdang several large comprehensive B2C platform rise, propped up the entire B2C industry two-thirds of the market. The other share is divided by the vertical B2C industry, small and medium vertical B2C platform is springing up, but also continue to spread the news of each vertical B2C financing or acquisition. The surface looks, it seems a boom. However, the explosive growth of the vertical B2C platform has also led to many problems. There is a lot of integration due to lower thresholds, intense competition but no innovative model, the market is heavily saturated and lacks the ability to compete with large, integrated platforms. In recent years, the vertical B2C industry is constantly shuffling, many websites shut down even founder founder due to various problems, the industry is also a cry, not unfavorable prospects, but the future of each vertical field can only survive a few, most Will annihilate in the competition.

Vertical B2C is mainly faced with two problems, one is the financial breakdown, and the other is poor operation. Vertical B2C website bubble huge, although many sites get financing, but then are blind burn. In terms of technology, capital, manpower and other aspects as large comprehensive platform, brand awareness and market share is also difficult to contend with circumstances, small and medium vertical B2C access to traffic harder, although a lot of money, but access to traffic spent The cost is constantly improving. In addition to the lack of resources in all aspects of vertical B2C, the experience is not as good as large-scale comprehensive B2C and a few verticals in each of several other industry leaders. Many vertical B2C entrepreneurs do not understand too much before the business, the final in the fierce competition, the lack of innovation in the same pattern, the user conversion rate is low, the profit is difficult to offset the investment, make ends meet only financings.

Recently, two cases are very prominent. One is Mickey owed suppliers up to millions of cooperation models, the company has been on the verge of bankruptcy and malicious evasion of debt, staff wages have been owed for several months in arrears, the company has now been the original shareholders and a small number of suppliers to take over. Another is to use "to build China's first integrated marketing brand O2O industry," the slogan of the library network 200 million financing bubble, CEO also donated money to escape. The two companies, one is the vertical platform for the cosmetics industry and the other one is the e-commerce platform that serves as the O2O integrated marketing service. The reasons for the bankruptcy are nothing more than capital breakage, poor operation and no stable revenue. In fact, the ultimate need for electricity providers is the conversion rate and traffic, as long as increased traffic and conversion rate in order to truly come to the fore.

Blind burn and imitation can not bring electricity to traffic and conversion rates. In addition to rational analysis of the market situation and adjust its operating strategy based on its own conditions, the vertical B2C platform also needs to be careful in marketing, this does not mean that do not invest in marketing, but need money to the point, improve marketing cost, Effectively increase traffic and conversion rates. Only access to lower the cost of traffic and further improve the conversion rate is the outlet of e-commerce marketing. This requires breaking the traditional marketing concept in the past, abandoning a single fragmented marketing approach. The leading vertical commercial search engine and systematic marketing platform to search the net (http://www.51sole.com/) told reporters that the future of integrated marketing will be a major trend of e-commerce marketing, e-commerce needs in marketing Investment, especially the search auction and the marketing of new social media platforms such as Weibo and WeChat. However, the traditional marketing methods still have great potential to be exploited. As long as the integration is good and the user data is analyzed and tapped properly, the traditional marketing will also burst into the second spring.

Speaking of integrated marketing, the search network also talked about their core services - publishing engine, publishing engine is the search network with thousands of appliance business platform cooperation, users simply package their own promotional information, you can publish a key To the major sites, not only convenient and efficient success rate, and allow more potential target users to receive promotional information, combined with the search network self-help station, search instant messaging systems, industry, local directories and other services, one Set of systematic marketing programs, so that vertical e-commerce marketing more cost-effective, which is the future of traditional marketing mode the second rise of a direction.

This article is found by the search network finishing release, if you want to know more, please visit: http: //www.51sole.com/