Businesses have developed in China for more than ten years. From the non-sound industries to the initially formed industrial development links, the original channel of an entity manufacturing operation, that is, the sale of goods, has risen to an important role in the transformation of traditional enterprises. It must be said that e-commerce is undergoing rapid development changes.
However, from the early enjoyment of e-commerce bonuses, to the current difficult development of e-commerce, in the end is the e-commerce problems, or e-commerce is about to enter the e-commerce era development?
In fact, from the perspective of the big format, e-commerce is about to enter the 2.0 era, and it is no longer just relying on simple sales to make money.
First, e-commerce sellers are just the beginning
Whether it is Taobao, Tmall, Jingdong, Amazon, Vipshop, etc. can be considered on the scale of the e-commerce platform, the sale is only positioned as: the entrance of traffic. Once the platform is connected with the consumer, the imagination behind it will be immense. Jingdong has been slowly transitioning from direct sales to distribution, white bars, finance, cloud computing, and various post-consumer eras. Selling is just the beginning.
Second, deepen the user, the opportunity will always be
From the perspective of branding and retailing, coupled with the boost of mobile internet, the trend of consumption upgrade is accelerating, and the opportunities for e-commerce are still very large. Now that e-commerce companies are doing poorly and encounter bottlenecks, I think most It is the boss's awareness of the development pattern that did not open. The formula for [traffic] [conversion rate] is about to be replaced by [user] [reorder rate]. Now consumers only seek good, do not care about expensive, more and more pursuit of quality (service, experience, professional). The cost of pulling new traffic and users on the mobile Internet is really too high. The essence of doing business is the king of development. Therefore, whether it is manufacturing, or retailers must profoundly change the company's operating system, improve the power of e-commerce business unit will have the future. The brand in the past is a vertical category. In the future there will be more brands of cross-category verticals. The mother and baby, cross-border, and sea-fishing platforms have emerged, and they have all developed well. Don't say old, the bonus is gone. The dividends of each stage appear in different forms, as long as humans are happy and new.
Third, do not sell goods e-commerce, rely on to make money?
From another point of view, Jingdong's ability to halve the world's hegemony in a piece of doubt is because he knows what the core advantages he has established. It is not just the confrontation with the B2C e-commerce platform at that time. There is a second B2C attack. There must be a core barrier in this process. Only by establishing its own logistics and holding customers in one hand can we truly have the right to speak. Liu Qiang Dong said personally: Retail must have scale, without scale, there is no right to speak. I have asked many times why Jingdong has been losing money, but it is still valuable. Later I wanted to understand that this is not what we call bragging and cheating investors. Instead, it retreated from the value chain and withdrew to the back end. In the future, selling goods is an appearance. Finance, transformation of supply chain production chains, data, and logistics networks covering the country are the sources of profits. Selling goods will become a tool that will keep users active and sticky. Based on economies of scale, selling goods is actually very easy. Look at Ali, too. Alibaba's current size is several times that of Jingdong, because his e-commerce initial logic is different from Jingdong. He is a platform to solve the problem of selling goods. It is for [there is no hard-to-do business in the world] so he does not cut into the heaviest system. Instead, he acts as a service seller, supports sellers to engage in production, and earns money from sellers. Jingdong started as a retailer. Liu Qiangdong started in Zhongguancun and is one of the majority of middlemen's channels. Ant Financial was independently listed. Ma Yun has repeatedly stressed the arrival of the DT era. These prove that Ali has already begun the withdrawal of the value chain. Although Ali is still spending a lot of money on the front entrance, it is a small amount of money. Ali's future value chain lies in the financial services of millions of companies, the financial services of hundreds of millions of netizens, and massive data, reshaping the production processes of massive goods. Of course, it is easy to become empty in this way. After all, everyone now says that they want to engage in finance, big data and the cloud.
In the silk age, the free age is ending. PC traffic has reached the ceiling three years ago and the conversion rate is limited. Mobile traffic is unfortunately also near a bottleneck. In the past, all the iron laws of the silk age were based on the massive influx of people and the acquisition of cheap traffic. In the future, the verdict of all previous eras will be overturned. From a certain point of view, the e-commerce business has been short-term for more than 10 years. How can there be a long-lasting conclusion? The only way to defeat the Maginot Line is to bypass the Maginot Line. The only thing that can be done is to go around one place and cut from the other. I also lost confidence in e-commerce companies and felt that they were out of time and how they were. Later, I discovered that it was because of my limited vision. You wanted to win with an outdated gameplay. It really was born in a barbaric bonus period. But why can't you see new opportunities because of your limitations?
This article is transferred from: The world network business
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