Success is always a minority. Now you will often hear a sentence: e-commerce is becoming more and more difficult to do. The problem is before us: the entity can't do it, and neither can the Internet. Where should we go? The following is my collection of related contents, welcome to read and consult.

The whole world has changed. The tide of closing stores is getting worse, and department stores, supermarkets, convenience stores, restaurants and shopping centers are all involved! Iron lots, mobile shops. Closing the store may mean a sad exit, a broken arm to save oneself, a shift of focus, or mediation and adjustment.

Whether it is an unforgettable lesson or a strategy of retreating for progress, the emergence of the tide of closing stores is even more worthy of attention than the grand plan of opening stores. Many industries in China are facing a major reshuffle. In the internet age, many people think that crushing entities? The real killer It is e-commerce. But is this really the case? In fact, the killing in e-commerce is already terrible? Watch him build tall buildings, watch him entertain guests and watch his buildings collapse.

1. How hard is the real economy?

Judging from the current economic situation, how miserable is the real economy? A metaphor circulating on the Internet is very apt: 20 years ago, when your father earned a monthly salary of 500 yuan, a lighter was 1 yuan. Now your monthly salary is 5000 yuan, and the lighter is still 1 yuan. Are these manufacturing tycoons sad?

2065438+March 2006, an investigation report of "WISCO 50,000 employees, the rise and fall of an ordinary steel family" by Guanggu Ke caused an uproar on the Internet. The current situation of WISCO described by it is shocking:

The general manager was dismissed and 50,000 people were laid off. WISCO became a closed castle like a frog boiled in warm water. Even the shoe polisher knows? WISCO's dying? . WISCO 20 15 entered a comprehensive loss in the third quarter, with a monthly loss of 500 million. ? In the context of de-capacity, everyone has reached an understanding that these 80,000 people can't make steel, so they can only make 30,000 people in steel and lay off 50,000 people. This is what WISCO is doing now. ?

WISCO's massive layoffs are just a microcosm of the difficulties of traditional manufacturing.

Traditional manufacturing industry is full of sorrow. In agriculture, the prices of three staple foods fell across the board. Industry, PPI declined for 49 consecutive months. Dining, high-end, high-end all sell buffets. The sales of alcohol declined, and the red wine market was rotten. Steel, cement and coal have returned to the prices of the 1990s.

The recession of manufacturing industry directly leads to the increasingly difficult business of physical stores. Many people who open physical stores to make money are increasingly difficult to maintain, and some directly close down. Moreover, according to the current development form, in the next few years, the tide of physical store closures will become more and more fierce.

At the beginning of the year, a "physical store death list" widely circulated on the Internet exposed the real economy? Bodies everywhere? Status quo. The list roughly lists seven major areas, including department stores, supermarkets, luxury brands, clothing industry and catering, including Macy's, Wanda Department Store, Chanel, Wal-Mart, Carrefour, 7- 1 1, McDonald's, Coffee Companion, Metersbonwe, Bang Wei, Bang Wei, Li Ning and other well-known brands.

The closure of physical stores has caused many people to point their finger at e-commerce. Even many physical stores posted such a slogan when clearing the warehouse:? Is it difficult for online shopping to hit businesses? WeChat business is crazy, online shopping is crazy, and business is sluggish. I hate you, Ma Yun? , even extreme? Taobao is immortal, but China is not rich? .

However, some insiders believe that it is not Taobao that has crushed the entity, but these have crushed the physical store.

2. Looking for the real economy? The culprit?

The first way to die: high rent crushes physical stores.

As early as the end of 14, some media reported that the rental cost and labor cost in Shanghai were five times and 10 times that of 20 years ago, respectively, but the gross profit of commodity sales hardly increased, which attracted a large number of domestic and foreign-funded enterprises to close their stores one after another. According to other media statistics, the current annual rent of storefronts on commercial streets in second-and third-tier cities is 2 million? 3 million yuan, the annual sales of many specialty stores can only be several million yuan, except for labor, taxes, utilities and other expenses, there is little profit left.

The days of opening a small shop and supporting the family are really gone forever. Now that the offline business is doing well, those industries that pay great attention to experience may be left, such as diet, pedicure and sports. The high rental cost and the crazy development of the Internet have indeed made more and more businesses switch from offline to online.

The second way to die: the sorrow of high taxes and fees

Social insurance 33%, enterprise income tax 20%, value-added tax 17%, progressive tax, roughly 10%, loan interest 10%, and various charging items; You may be fined by the section chief, and you must find a lawyer to deal with it. If it is still easy, you can try to start a business!

Now open the smallest company in Shanghai and rent the smallest urban office, labor, rent, office equipment and tax. Everything is expensive, 400 thousand a year. Ten-person company needs 6,543,800 yuan per year. This is the minimum standard, and the employees are still very dissatisfied with the treatment. What business do ordinary people have that can support so many people while making money?

The third way to die: the cost of many forests is rising.

For the manufacturing industry, the main factors of production are rising in price. Wage social security will increase annually 12%- 15%. The prices of food, water and gas in the canteen are rising. The rent is a long-term contract, which generally increases a little every year. If you calculate the logistics cost again, China is full of toll stations. Products are manufactured in small counties in northern Jiangsu and sold in small counties in Sichuan. After three or four transfers, the price is basically more than three times, otherwise it is a loss. In a word, everything is going up, but the ex-factory price keeps falling, and the little boss is really crying.

The current situation of small and medium-sized enterprises: black and white oppression, cold sales, zero intellectual property protection, unfulfilled contracts, and toll stations everywhere. How does this reality produce a large number of high-quality enterprises?

The fourth way to die: financing is difficult, where is the difficulty?

Never been a boss, it is difficult to deeply understand the ups and downs of loans. If you apply for corporate loans and create wealth for the society, countless forms and all kinds of pains will make you feel that running a business seems to be doing bad things. If it is a real estate loan, as long as you open a false certificate saying that your monthly salary is 40 thousand, the bank will tacitly pretend not to know and turn a blind eye to lending.

Why do banks refuse to lend to SMEs? The reason is simple: your business can't make money steadily, and the bank doesn't want to lend you money. Lending 6,543,800 yuan to private small enterprises is the same as the cost of lending to large state-owned enterprises 1 100 million yuan, so banks naturally have no mind to pay attention to small and medium-sized enterprises.

The current situation is that small and medium-sized enterprises can't get loans, and state-owned enterprises have nowhere to invest after they get funds, so the funds are transferred in the hands of state-owned enterprises and loaned to small and medium-sized enterprises at high interest rates. State-owned enterprises became second-hand loan dealers, and then stripped the small boss of his skin. SMEs are even worse.

The fifth way to die: insufficient labor.

China's manufacturing industry is not competing with European, American and Japanese manufacturing industries, but with the infrastructure of state-owned enterprises with large loans to compete for financial strength. The super-high wages offered by construction sites are beyond the reach of ordinary manufacturing industries. You trained skilled workers for three years, and you ran away as soon as your salary was raised on the construction site. Who are you competing with? The so-called good move is high salary, otherwise no one will come. Now an office clerk needs 3500+ five insurances and one gold to blow air conditioners. Because most infrastructure construction is dominated by state-owned enterprises, investment income is not considered at all, and labor costs are irrelevant. Pay more if there is a shortage of people, and lure people from manufacturing and service industries to lay bricks on the construction site through high wages. Capital construction funds come from loans, and there is no need to repay loans. The manufacturing industry should consider cost and profit, so it should collect. Many expressway pay high wages to migrant workers, but lose money. Is it funny? Once it is not printed, the high wages of migrant workers will soon be gone.

3. Internet bubble

The problem is that physical stores are miserable. Is e-commerce booming?

In fact, e-commerce may not be optimistic. E-commerce is no longer a piece? Blue ocean? The spell was in full swing and turned into a pile of dead bodies? Red Sea? .

In the 22 years from 1994 to 20 16, the internet in China has experienced the pioneering course of the king of portals, the rise of online games, the rise of outdoor media, the rise of online literature, the scuffle of e-commerce, the battle of thousands of groups, the competition of online video, the social upsurge, the outbreak of P2P, the surge of O2O and so on.

Some of them were defeated, some retired after success, some lost everything, and some became rich overnight. One will be famous, and the bones will be dry? Applicable to every period of Internet development, thousands of entrepreneurs in Qian Qian died in the Internet tide, e-renting treasures, having sex with Shun Feng, patting and other tragedies. Com, Yahoo! China and E Car Wash are still fresh in my mind. Under the upsurge of Internet entrepreneurship in China, they have become dead companies.

People who used to be engaged in the real economy were ridiculed by internet people as antiques. The internet is now clear to everyone, that is, borrowing money, issuing money and burning money. Almost all of the 846 startup companies that received the A round of financing last year closed down. With the prosperity of the Internet bubble, investment and entrepreneurship have become fashionable movements. However, most of the projects that have been set off by capital for a while can't stand the test of reality and time and soon get into trouble. In the past two years, O2O startups have been financed every day, and some O2O startup projects have been suspended or closed down.

Every year, CCTV's 3. 15 party will make many enterprises tremble with fear. Exposed at the CCTV 3 15 party last year? Brush the bill? Insider, and caused a stir, but this has long been a cliche of the hidden rules of the industry. Everyone who does e-commerce says:? Brush is death, don't brush is death, brush is existence! ? Physical stores have rental costs, and online stores also have traffic costs. More and more online stores have led to fierce competition, and the cost of traffic has also risen.

At this year's 3 15 party, a group of internet companies were slapped: Is the online take-away ordering platform hungry? Black-hearted takeaway; Cheyipai was exposed to use information asymmetry to intercept interests; Taobao, public comment, beauty theory, etc. Brush the list for praise; Haitao children's products 1/3 or above were unqualified; There are security holes in smart devices, such as drones and smart cameras; Mobile APP deduction software; Free WIFI can steal all privacy in an instant?

It can be said that among 10 Internet companies, 7 will be eliminated, 2 will be in poor operation, and only 1 can still make money. Internet competition is more intense, and it is a gorgeous wheel war, which realizes its own survival through price crushing. Now all kinds of internet startups are surging, and in a few years, 90% will go bankrupt. Big waves wash sand, statistics show that domestic Internet companies disappear about 4.8 million a year, but the death of Internet companies is not as intuitive as physical stores.

Internet companies, one after another? Failure gene? Who can tell us how long it will take for those new entrepreneurs who are constantly fermenting dazzling network concepts and giving themselves new terms such as P2P, crowdfunding or internet plus, and how many of them and their enterprises will also appear on the list of losers?

4. Where is our future?

The competition between physical stores and e-commerce is indeed extremely asymmetric. Physical stores face taxes such as value-added tax and business tax, as well as health, fire protection, industrial and commercial expenses, and finally rents that are rising year by year. These expenses are not small, and e-commerce can just avoid it. In other words, physical stores pass these costs on to consumers, but for e-commerce, it is just equivalent to giving profits to consumers. As a result, there are two price mechanisms, online and offline. As we all know, consumers have the right to choose, and they certainly want to avoid the possibility of being killed.

Therefore, the most realistic thing now is to discuss the causes of unfair business competition. The reasons are simple: first, the market pricing mechanism has not been established and improved; Second, online and offline taxes and fees are not completely unified. The integration of the two led to the complete chaos of the market and fell into the current chaos.

Looking at neighboring Japan, the degree of Internet is actually ahead of China, but physical stores are still people's first choice, and e-commerce is a convenient aid after the experience. Why is it completely different from China? The reason is naturally that Japan pays consumption tax, which is the same online and offline. The price is transparent and the physical store service is intimate, giving people a feeling of being at home. In this way, e-commerce will not have much competitive advantage, as for maintaining a fair competitive market environment.

A wise man corrects his own mistakes through the mistakes of others. The answer seems clear. On the one hand, it is urgent to establish a market system of fair competition online and offline. On the other hand, in today's emphasis on technology, it may be a way out to make products to the extreme and build their own brands. The third is to learn cross-border robbery. This is an era of cross-border robbery. If you don't cross the line, others will cross the line and hit you. Those who sell mobile phones make cars, those who chat open banks and those who play games sell melatonin. If one day you lose, you don't even know who your opponent is. This is the times, this is fate.

Of course, the old ones don't go and the new ones don't come. For China's economy, this is a painful process of self-repair and self-strengthening. We hope that the generation born in the 1990s in China can inherit and carry forward the commercial civilization of the new era, innovate and start businesses constantly, and improve the genes of private enterprises in China, so as to create a fairer business atmosphere.

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