Who is the chance of E-commerce? Reference

Half a year ago, I stood in the E-commerce circle, such as the smoke and mirrors, this six months into the inside, but also really experienced the development of the business, this six months also quite touched. Having seen so many of them, you might be able to label them as 3 categories: Channel consumer, private brand, and mature brand, and talk about their development and opportunities.

Channel Business-to-consumer:

Definition: Focus on segmenting products or groups of people, to sell the mature brand-oriented company, do not create brand, only as a brand of http://www.aliyun.com/zixun/aggregation/18505.html "> Sales channels.

Channel is the mainstream of the business, the industry recognized their orthodox status, whether selling 3 C, selling shoes, selling clothes, or even fruit, each area can find the limelight of the few. Channel consumer is placed high hopes, shoulder the Chinese E-commerce industry leader, but the reality is also sorrowful.

Homogeneity of the serious, the channel of the brand is almost no difference, and it is difficult to have more product premium;

Burning the money-type fission development, now the video site almost becomes the navigation station of the Business-to-consumer, as long as the size of the other regardless;

Almost total loss status, profit margin is not high, operating costs are not low, marketing costs are too high;

Fierce competition, one area can only accommodate a few leaders, most people cultivate the market, become a stepping stone competitors.

Who contacted me this year whether it is practitioners, industry experts, or investment, we talk about more of the size of the company, which is the size of the fast, everyone is like awe, if there are complaints, almost all of our costs are too high, or too little profit. I rarely listen to people talking about differences in competition or innovation in marketing operations. So now it's more like a very presentable business: the formation of a NB team, get a lot of money, and then began to throw money into advertising, must burn a brand to burn a sales, and this is, we feel that the company should do so, joined the burning Money camp, the original only one, is the scale, With the scale can be negotiated with the brand, with the scale can be sold to the capital market, mergers and acquisitions or listed, and then set out to leave. It becomes a game of capital, not a business.

I do not deny this set of rules, but I firmly believe that the accumulation of core values, differentiated business.

For the last six months I have shopped on a similar or not homogeneous website for many times, from the whole shopping flow, user experience, to the delivery of goods, most of the situation, I rarely feel the difference, or even a 3 C of the message to remind the customer service is not as good as Taobao a crown shop professional, it is a shame. More in this process, there is little differentiation, and it is difficult to feel the unique core value of the Business-to-consumer. I believe that the future homogenization of competition will be more intense, I think not all of the business-to-consumer just "to sell things and sell things." How to reveal an oasis in the Red Sea is a fact that many people need to think about.

In fact, I have seen some of the distinctive features of the business, such as the only Yi Net, tomato tree (Stop operation), Since1984, Geekcook, etc., although their size is not large enough, but it shows very poor characteristics of alienation, I very much accept their social marketing and business exploration. In fact, the more mature channel of business in the value of social marketing, can be popular application spread, may bring a new change, the accumulation of core values, differentiated operation, to be able to stand out in the Red Sea. Ultimately, whoever pleases the consumer, who must be the biggest winner, has nothing to do with scale.

The competition for channel-Business-to-consumer is brutal, in addition to the same kind of business in the race enclosure, but also to face the pressure of Taobao and brand network Direct marketing, this road has become narrower, and even the future may only accommodate 2-3 of the industry leader, Matthew, win-take-all, the remaining channels of consumer share is very small, in resources, channels, Money can not be compared with industry leaders in the case, either die or barely maintain, or show the unique value, become the "flowers in a little green", bide their time, the future has the opportunity to bloom luster.

Channel of the horse race enclosure gradually into the white-hot, the establishment of the industry ranked basic in these 1-2 years, here is the Red Sea.

Another day to discuss their own brand, the mature brand of the company.