Why are the electronic commerce development of the road more and more difficult to go?

Guide: If you remove this part of the part-time or entertainment shops, the real full operation of about 1 million, if the base of the 1 million said that 300,000 is to make money, it is estimated that most people can accept, but in fact still less than this number.





Silicon Valley Network news a few days ago wrote a "Why I do not support the friends around to do electricity business", causing many readers controversy, think that there is a bias, the article has a point of view is that the electrical business more and more difficult to do. Many people want to see more detailed explanation, this article focuses on the analysis of the electrical business why more and more difficult to do. (Note: This article is still to Taobao Day cat refers to the narrow sense of the electrical quotient)


　　


1, the competitive pressure increases sharply, the real money Shop is only a few.


　　


first clear a concept: what kind of store can be counted as a profitable shop?


　　


before some readers think that they opened a shop, one months to sell a few products, without any promotional expenses, their store defined as a profitable shop.


　　


This article refers to the profit is the average monthly net income of each store in more than 3000 yuan, because a normal person engaged in any one career basic can get this income. If the income is higher than the standard, then it can be understood as a real profit-making shop.


　　


first use numbers to analyze the competitive intensity of Taobao. May 2012 Taobao Online shop 5964460, after the revision of Taobao, can not see from Taobao specific number of shops, but the current number must not be less than 6 million.


　　


Taobao has 30 million visitors a day, we assume that each visitor can visit 10 stores, then Taobao all the shops will be visited 300 million times/day. Put this number on average to 6 million shops, each shop can get 50 visitors, and Taobao conversion rate is 1%-5%, if the highest value of 5% to calculate the daily orders to each shop is 2. Although each industry's order customer unit price cannot be unified estimate, but this number can prove, if egalitarianism, almost every shop is losing money.


　　


This number is objective, but in fact it will not happen, because there are 28 laws in any industry, always a small part of the store to obtain the majority of orders. Most stores are up to 2 orders per day.


　　


has always been questioned: why so few people make money, there will still be so many people involved? That is because most of them are part-time, Taobao shop has no income does not affect the owner's life, so create a huge volume of shops.


　　


current Taobao reputation distribution: Golden Crown Shop around 500, crown shop about 200,000, diamond Shop 1 million, other for heart-level shops. Day Cat Mall has 70,557 businesses. To these data has questioned, oneself go to Taobao argumentation, do not explain.


　　


at present, my colleagues around almost everyone a taobao shop. Some people in order to use Taobao support for new stores, relatives and friends of the identity card to open a shop, one person management more than 10 stores. But most of them are not making money, and actually have not much energy input: The distribution site download a packet into the store, and then into the brush drilling QQ group or platform to brush drilling, this is their main work. If we remove this part of the part-time or entertainment shops, the real full operation of about 1 million, if the base of the 1 million said that 300,000 is to make money, it is estimated that most people can accept, but in fact still less than this number.


　　


Some people often jump out to say that their store is heart-level or diamond-grade on the money, the friends around are also making money. If you jump out of your circle, Taobao on the various levels of shops take out 100 to do a serious analysis, you can understand how much the real money.


　　


commonness and characteristics, the overall and local, is not a concept, but there are always a lot of people to compare.


　　


Some seemingly beautiful phenomenon is not necessarily true.


　　


I know some of the opposite extreme facts: Taobao Golden Crown Shop 35 women's shoes are now 3, no one to take care; last year, 11 sales 49, 27 million sales to the official flagship store exit.


　　


2, entrance reduction and cost improvement


　　


a seller if opened the shop, but if the customer can not find, equal to the white open, only to find the entrance, bring visitors, it is possible to sell things. So the key is the entrance.





station outside, Taobao in order to compete with Baidu, cut the flow from Baidu, so that most shops lost the search entrance. Outbound pay promotion is only a small number of large businesses of the patent, most shops rely on their own some artificial promotion to obtain debris a small amount of debris from the outbound traffic.


　　


Station, Taobao's entrance is mainly Taobao itself display ads and search. These ads are sold to businesses in various forms, and free businesses are almost impossible to display outside the search results.


　　


Taobao on the application of the most commonly used means of advertising is through-Train and drilling exhibition. Many merchants into the Bureau, directly pulled up the cost of all the ads Taobao, because it's almost all ads are auction-style, the highest bidder first. The click price of the through train is almost no less than 1 yuan. At present, I am operating the category of click Average price has reached 5 pieces. The click average of the drill shows is more than 1, and the order conversion is surprisingly low.


　　


Poly cost-effective used to be a marketing tool, and now not as good as before, the cost of the entry of the cost is only 2 million, and every day to participate in the thousands of cost-effective products, together with home makeup, the whole point of gathering, brand groups and other branches, divided into a single product flow less than 2000. Those who participate in the cost of the business, in addition to pay tens of thousands of pit fees, but also need to move the day from the shop or drill show into the flow to gather cost-effective. Even so, the current average cost per single product is between 100,000 and 300,000. Despite the costs, there is little profit left.


　　


Even so, this is only an oligopoly game, the general store is almost impossible to participate.


　　


Some people will say that, although the entrance fee is paid, the search entrance is free, and most of the purchase is done by search. This sentence is correct, but the search show location is extremely limited, the current Taobao net has 680 million products, the general user's search results, there will be tens of thousands of products, Taobao each page has 44 search show location. The first three pages can intercept almost 90% of the traffic, which means that each product needs to compete in the tens of thousands of similar products in the top three pages of the 132 free search locations. If it is crème, it obviously dilutes the level of competition.


　　


Of course, some people say that these positions are dynamic changes, the store is still organic will appear, this is true. But if you do a test, take three days of any two time period to do contrast, will find that the change is not really small, more than half are "show nail", and the top three gold position is always belong to the day Cat Mall.


　　


3 The technology of e-commerce is filled up and the resources are centralized.


　　


E-commerce is the essence of business, the channel is electronic, is the so-called operating capacity. The past few years, the birth of a lot of Amoy brand, like crack silk, Mann, Green Box, seven Princess, Yu Fang, Han all Mishe, the reason, the traditional brand on the network channel utilization is low and not early into the Bureau, in this time slot let these Amoy brand quickly dug up. And now, Amoy brand generation probability and viability are in decline, like the early heart blue t through, lemon green tea and other big store's thunder has been covered, Angel City is also cracked silk income under the hood, nearly two years almost no famous Amoy brand. At the same time, more and more traditional merchants to enter the electric business and familiar with the channel rules, such as camels, Jack Jones, and so on, although to enter the electricity business late, but with the accumulation of traditional business advantages and strong financial support, quickly occupy a variety of top positions.


　　


technical depressions have been filled, operating advantages are not, the share of small and medium-sized businesses will be further compressed.


　　


brand expansion of the giant enclosure, resources to further focus--


　　


men's first Jack Jones, in men's clothing has a brother brand selected, Men's class is currently 20 within. Women's Only,veromoda are also the top 100.


　　


men's Shoes The first camel, in men's, women's shoes, outdoor categories have Top100 shop.


　　


Women's start of the Korean clothes, split silk, are across the category of multiple brand layout.


　　


last year's double 11 data, the top 500 stores, the number accounted for less than the days of the cat's 1%, sales are 7 billion, accounting for the total sales 13.2 billion 53%. And this proportion is still in the trend of concentration, but this is not to say that sales of small and medium-sized businesses will decline, because the overall market is growing, but small and medium business growth is lower than the big business.


　　


4, e-commerce in the return to the essence


　　


E-commerce is the essence of commerce, the channel is electronic, e-commerce development decade, but also channel means to promote and popularization of the decade, and now, more and more traditional businesses are standing in the same electronic channels, and the channel of control of the same ability, competition began to return to business itself.


　　


products, channels, services, these three are commercial three elements. The product is the foundation, the channel decides the speed, the service decides whether the sustainable development. The difference between the electrical quotient and the entity on the channel, those who overnight fame Amoy brand, is the electricity merchant initial channel superiority product.


　　


Electronic commerce is only a traditional business upgrade, competition will return to the nature of business, the future of the electric business will be the world of regular army, the power of the rough growth of the era is about to pass. E-commerce is becoming more and more difficult to do, but this is only for those "a computer into the world", "from scratch to Get Rich", "parrot, blind trend" or the broker, and for those who have prepared, have a commercial background business, it is another spring arrival.


　　


The original title why is it more and more difficult for electrical dealers to do?