How many e-commerce platforms are there? Very many. In addition to the relatively concentrated domestic platforms, there are many platforms around the world for us to visit, study and even open stores:
These are just a few examples, the tip of the iceberg. It can be seen that the ecosystem of e-commerce is extremely huge, especially the combination with the surrounding service industries. When business opportunities are discovered, there will always be various opportunities waiting for us.
So what exactly is "new retail"?
As the name implies, it is the "new retail model" ...
Don't be trapped by the word "new retail". The word "new retail" was "invented" by Father Ma, and its essence is retail. It's just more efficient retail. (Note that there is no specific form here) So what is a more efficient retail method?
The answer is these four points:
1. More categories.
2. Faster
3. The price is cheaper
4. The product is better
Here are some of my views:
The e-commerce market will not be saturated, but now the competition is fierce.
Compared with the traditional marketing concept, e-commerce is explosive, extensive and digital, which greatly reduces the information inequality between buyers and sellers.
Now, as far as China is concerned, the situation of giants such as Taobao, JD.COM and Pinduoduo has basically taken shape, and the e-commerce field will develop towards a professional platform. In the next 5- 10 years, a large number of unicorn enterprises with professional e-commerce platforms will emerge in China, which will be a hot spot.
About new retail,
Home delivery has long been a necessary service for many traditional retail giants.
Compared with traditional retail, new retail has incomparable advantages.
1 data
The most fundamental point of the current e-commerce environment is that there are thousands of people. Using big data to analyze the buyer's portrait of each buyer, and promoting it according to these data, changing from offline marketing mode to peer-to-peer promotion mode, which is an incomparable advantage of traditional retail.
2 Professionalism
From Tmall imports to Ma Xiansheng boxes, Ma Boss told everyone that retail can still play like this.
More and more professional retail stores let you solve your needs in the shortest time, and then have enough time to expand your needs.
New retail is changing our way of life!
Now, whether it is Wal-Mart, RT Mart and other retail giants, or regional retail enterprises such as Northland and Hui You, they are all moving towards online and offline sales models.
In fact, the most fundamental concept of new retail is to recommend the most suitable products to buyers in exchange for higher sales.
Zhang Yong, CEO of Ali, said that there will be new entrants in any industry. What is certain is that the traditional e-commerce market is saturated, and today's social e-commerce is more promising, but it has entered the second half. The evolution from innovation of drainage mode to systematic operation and upgrading is the main theme of China social e-commerce industry in 20 19.
However, from the perspective of splitting social e-commerce, the essence of socialization is traffic fission, and the essence of e-commerce is product quality. In the rivers and lakes where the strong and the strong rise together, each player needs to play different ways of drainage, but in the end, goods and services are the foundation for sustainable development. Therefore, what kind of trend the e-commerce industry will develop in the future is still affected by many factors.
As for new retail, what is it? Many people understand the new retail as offline chain stores with new retail concepts, such as Boxma Xiansheng, Tmall Store, Xiaomi Home, JD.COM Convenience Store, JD.COM 7 Fresh, Yonghui Super Species, Netease YEATION, Convenience Bee and so on. Simply put, the new retail has the following characteristics: 1, consumer-centered, and all places that can reach consumers may become traffic portals; 2. Online and offline are moving from mutual communication to mutual integration and promotion; 3. Adopting the way of smart stores-using artificial intelligence technology to improve the operational efficiency of stores; 4. Empower offline retail with Internet big data.
In fact, personally, the new retail is essentially a more efficient retail method. With the emergence of new technologies, the exploration of retail industry is also a process from quantitative change to qualitative change, and it is also a process of continuous optimization and improvement of retail efficiency. What is "new"? What is "new retail"? The comparison between the present and the past can be called "new retail", and the comparison between the present and the present can still be called "new retail" several years later.
The e-commerce industry, if it simply refers to the B2C consumer Internet industry, has indeed touched the ceiling. But if it refers to the e-commerce industry in a broad sense. So B2B Internet. It has just begun, and it can develop for at least another 20 years, creating sales 10 times larger than the current consumer Internet.
Give a few examples.
In 20 18, the total retail sales of Internet reached 9 trillion yuan. And the social total is 38 trillion. Therefore, some people say that the new retail that the head Internet company is calling now is an attack of 9 trillion to 38 trillion.
So what is the specific performance implementation?
1, Internet companies wantonly acquired offline supermarkets. For example, Suning recently acquired 200 Carrefour stores in China.
2. Use Internet big data to analyze user needs more accurately and reduce operating costs.
3, let users get what they need faster (that is, home delivery).
4. Combine the original Internet logistics channels with stores in crowded areas to increase sales. Reduce costs.
5. Experiential shopping and bag shopping are included in the company's business scope. Take everything.
This is the performance and purpose of new retail. As for some people who say social e-commerce. It is also a new retail, and I personally disagree. First, social e-commerce is small in scale. Individuals can't become climate. Second, the author himself hates socializing with a business atmosphere. And think that this kind of sales behavior will not last long.
If the scope of B2B is added, the e-commerce industry still has a long way to go in the future.
For example, the German company SAP. The total sales of ARIBA B2B platform above him in 20 18 years is 2.4 trillion dollars. It can almost catch up with the total social retail sales in China. And Amazon cloud computing services. It is the sum of Google, Microsoft and Ali. Why didn't China do B2B e-commerce in the first 20 years? That's because domestic enterprises were not developed at that time. B2B is not required. However, with the development of the 20th century, the demand of China enterprises in information construction is almost endless. The specific performance is the demand of cloud computing. So Ma Yun said that cloud services are the future. That's the reason.
However, B2B and B2C operate in completely different ways and have completely different thinking. For example. If someone who does B2B tells the enterprise that doing B2B can reduce intermediate links, reduce costs and make users profitable, you can know that this person is 100% B2C. Doing B2B is just following the trend. Business-to-business service is not to kill those enterprises, but to make every enterprise grow and develop continuously. B2B business is to make the supply chain more stable and smooth, not to cut those links.
In the whole sense. The generalized e-commerce industry still has many years to go.
E-commerce will not be saturated, because e-commerce is a new mode of completing transactions, not a new industry. It is suitable for almost any industry. Any industry that can complete transactions in e-commerce will not be saturated as long as the industry is not saturated;
The new retail is the poison that Internet scammers such as Ma Yun give to idolaters when their e-commerce model is in a bottleneck and their innovation ability is exhausted. Giants, first of all, take advantage of the lack of independent thinking of admirers, use the media to create momentum and speculate on concepts. Let admirers think it is a slogan and throw themselves into it desperately, while the giants are watching. According to different states, seize the opportunity to act:
1. If they don't induce admirers, they will control several companies of their own soldiers, give tens of millions or hundreds of millions of funds to test the water, and then hype it in the media. How much venture capital did XX company in XX industry get? This is a new venture outlet. I hope to attract a windier or a pick-up person;
2. If the admirer fails in trial and error, the giant will inevitably destroy people in the media. Advocating a very good industry ended tragically in a group of teams who didn't understand management, technology and operation. Look at the end of "convenience" in the unmanned container industry;
3. If the admirer succeeds in testing the water, the giants will definitely use their own brand, capital and technological advantages to reap the entrepreneurial achievements of the admirer. After the intervention of the giants, the corresponding industry must be a chicken feather. Just look at Didi Travel and * * * enjoy cycling (all those who didn't invest in the giants died); What's left is the supplement of the business scenes of the giants and the harvest of dividends?
The e-commerce industry is far from saturated, and there is still a lot of room. Many traditional industries have not yet joined the field of e-commerce. It's not that e-commerce is not good, it's that people's factories have good benefits. Without e-commerce, they still live comfortably.
New retail, to put it bluntly, is to engage those people online, find a gimmick, and invade physical businesses at a deeper level. Only by pulling physical commerce into the circle of new retail and online routines can it land.
The combination of entity and e-commerce will be the state of business operation for a long time to come. The combination of online and offline is the only way.
At present, the traditional e-commerce industry has entered a period of saturation. With the arrival of the era of Pinduoduo and Happy Gathering, the new social retail model is becoming the outlet of the new era. Why? Personally, there are several reasons:
1, the internet-based model is in trouble, and the new social retail is taking off at a high speed.
Looking back at the birth of social new retail, we can see that its appearance and germination were actually born under the background that the Internet-style development model was in trouble. According to the classic Internet model, the improvement of industry efficiency can be achieved through the disintermediation of the Internet. However, if we just blindly de-mediate and don't change the industry itself, the internet-based development model will inevitably encounter difficulties when the user's needs change and the platform utility peaks. As a result, we see that when the traffic dividend and platform advantages are gone, a crisis lurking in the Internet-style model is slowly brewing.
The emergence of Pinduoduo changed this situation. Behind the high traffic cost is the substantial increase in trust cost. However, Pinduoduo took a partial approach, starting with acquaintance socialization, and turned the traffic cost into the communication cost, which enabled many small and medium-sized enterprises to find their own strengths. Pinduoduo's success can be summarized in one sentence: Return the cost originally used to buy traffic to consumers at the expense of friends' trust in you. The core is also a sentence: trust has been realized.
For some small and medium-sized players, they will not feel the embarrassment of the Internet dividend peaking, but continue to develop the established classic Internet model. For large Internet platforms such as Ali, Tencent and JD.COM, they are always extremely sensitive to the changes taking place in the industry. The so-called "Spring River Plumbing Duck Prophet" said this. When the Internet-style development model began to encounter more and more challenges, people began to look for new development models, with the Internet giants represented by Ali, Tencent and JD.COM bearing the brunt. On the surface, they are constantly embracing the concept of social new retail and constantly making the layout of social new retail. In essence, they are actually bidding farewell to the classic internet-based development model. The development model represented by the platform model has brought the development and prosperity of the mobile Internet era. Ali, JD.COM, Meituan, Didi and many other large Internet platforms were born under this background.
2. The development of technology has become a catalyst for opening up online and offline.
When the new era of social retailing comes, what we see is the arrival of a new era of development represented by online and offline integration. Social new retail achieves harmonious development through the integration of online and offline, and online and offline complement each other to meet the new needs of users' consumption upgrading. When the concept of social new retail was put forward, we saw a process of online and offline integration represented by capital operation and resources. Whether it is a traditional e-commerce tycoon or a new social new retail player, online and offline integration is an inevitable direction for the development of new social retail. So whether through capital operation or reform, what we see is the emergence of an online and offline integration.
Say goodbye to the state of monism, and the new social retail is beginning the perfect integration of online and offline. As we all know, in the Internet era, people's processes and links such as food, clothing, housing and transportation are concentrated on the Internet, and offline stores are squeezed into a corner. In this context, online and offline are antagonistic and competitive, and the relationship between them is incompatible. Therefore, we see that the internet-based development model is getting better and better in the end, and offline channels are beginning to encounter more and more difficulties. Fundamentally speaking, the development of the Internet is actually a monistic opposition, and a direct result of its development is a life-and-death game. This development model is not the end of the industry development.
3. Empowerment is the characteristic of new retail, and it also represents the development direction of this future retail industry.
Say goodbye to the development model represented by C-end user acquisition, and the new social retail is taking B-end users as the transformation target. Changing the consumption behavior and habits of C-end users and transferring their consumption habits and methods from offline to online is indeed an important problem to be solved in the Internet era. From this perspective, C-end users are the target of transformation in the Internet era. When the new era of social retail comes, what we see is a brand-new era with B-end users as the main target of transformation. Whether it is empowering B-end users or changing the traditional production methods and methods of B-end industries, it is essentially a process of transforming B-end users.
When the internet-based development model began to lose its magic in the capital market and began to encounter development bottlenecks, what we saw was the formation and rise of a new development outlet represented by social new retail. After the baptism of the Internet era, people have a new understanding of the Internet-style development model, so when new social retail channels arrive, we see a new evolution away from the Internet-style development model. In this evolution, both the Internet giants represented by Ali, Tencent and JD.COM and the speculators who participated in it under the guise of the concept of social new retail regarded social new retail as a brand-new development direction.
There is no saturation problem in e-commerce, only traffic problem. The price of the same commodity is similar. How do consumers buy your home?
First, how do consumers find you through traffic?
Second, relying on product strength, product quality assurance is not false propaganda.
Third, excellent shopping experience and honest service. Let consumers shop happily and remember you.
Fourth, the diversification of products allows consumers to have a one-stop shopping experience.
New retail and e-commerce do not conflict. The key is to optimize the customer's shopping experience through various methods, such as allowing customers to directly select goods for home delivery through app, such as doing certain goods group purchase promotions, and selling goods directly to fans through online celebrities. As long as they can find new trading channels instead of waiting for customers to come to the door, they can be understood as new retail.
The founder of ITM mode believes that there will be no new retail in the future, only new consumption. As early as 20 10, ITM founders began to explore online and offline integration with clothing as the main format, and gradually formed a platform system on 20 1 1; In 20 15, a special report was given to the Market Supervision and Trading Department of the State Administration for Industry and Commerce (now the State Administration of Market Supervision), which was called "Beyond the National Top Design", and the market exploration was announced in the same year. In June this year, in order to cope with the development of digitalization, AI intelligence and new industries in the next 10 year, the ITM model has integrated four major changes: "image management, digital integral trading, team management fission, and free annual fee signing system". A few days ago, I announced that I would help save the transformation and upgrading of clothing stores. Interested friends can learn about it.
What is the essence of e-commerce is to meet the lazy cancer needs of shoppers. I don't want to go to the store, so there are e-commerce and express delivery.
People who come here are picking goods online, so there are live broadcasts and live broadcasts. You watch others help you choose and apply.
As long as you can find ways to satisfy people, e-commerce will not be saturated.