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    Online Shopping Suffers From "Fear Of Counterfeit Disease" - Closing Every Festival

    2010/10/5 16:34:00 59

    Online Shopping Golden Week

     

     


    When the traditional shopping malls, Appliance store When retail enterprises stepped up to prepare for the golden week of national day, the online shopping companies were hanging out a "half closing" notice. Although the order was still placed on the Internet during the golden week, the express delivery stopped or the time limit was greatly reduced in most areas. Why does the "Golden Week" of traditional businesses become the "rest period" of online shopping enterprises? Is it the bottleneck of logistics services or consumption habits? With the rapid development of online shopping and the important consumption channels, can there be any other changes in online shopping and traditional commercial peak season?


    Most shops are closed for half a day.


    Online shopping centers and online stores rely on Internet technology for 24 hours without closing. Customers can patronize and place orders at any time. However, the key link of shopping implementation -- logistics distribution is broken during festivals. Most of the online stores and stores are in a semi closed state during the golden week of the traditional retail industry.


    Although still playing the National Day " Big offer price "Promotion slogan", but Dangdang's announcement column has already hung out the holiday service adjustment arrangement. On September 30th -10 7, the express delivery service in Beijing and Tianjin was suspended. Although normal express, ordinary mail and EMS services were normal, Dangdang reminded consumers that there might be delays in individual orders during holidays. During the festival, not only logistics distribution can not get up quickly, but also bad money and refund service will be suspended.


    The quality of delivery and after-sales service of Dangdang products has shrunk, and people can not help but think of a large number of cargo delays in Spring Festival. It is thought that this is the result of its rejection of the logistics burden and the adoption of the third party logistics cooperation mode. However, during the festival service, holiday businesses are also experiencing "holiday sickness" with self built logistics and third party distribution.


    Because they do not deliver goods during the festival, " Newegg "Specifically remind consumers that during the National Day holiday, they must choose the way of delivery outside the house. For example, the new egg self built express. Apart from the impact of distribution, the new egg sale service is closed during the National Day holiday, and the pick-up business is suspended due to quality problems. The problem of "heavy sales and light sale" has become "no sale" during holidays.


    Ms. Cai's orders before the Mid Autumn Festival were met with online shopping holiday sickness. According to Ms. Cai, although the website promised to use FedEx on the next day, the goods ordered were only received a week later. Couriers explained that due to the Mid Autumn Festival holiday, the number of deliveries was reduced, and the distribution of express mail in various links was affected.


    Not only the large online shopping mall is affected by the "holiday effect" but half closed, and the quality of order distribution of smaller sellers on the C2C platform is more obvious. Reporters randomly interviewed a few Taobao sellers to understand that, due to some private express holiday holiday, only to customers to recommend higher delivery cost of postal EMS.


    Online shop habits avoid holidays


    "The peak season of online shopping is just the opposite of the traditional retail industry. Holidays are the peak season of traditional industries, but the off-season of e-commerce industry." In the interview, when talking about the closing of the National Day golden week, most of the heads of e-commerce business explained this.


    It is understood that consumers have a long time to go online at work, a higher probability of choosing online shopping, and usually go out to play or meet on holidays. In addition, considering the delivery of goods after the order is placed, the order on the Internet will show the characteristics of the outbreak before the festival.


    The preganglionic effect of online shopping will be directly reflected in the volume of the courier company. Si Liyao, general manager of China Express North China area, introduced the Mid Autumn Festival holiday which just ended. It is understood that in the first half of the Mid Autumn Festival, the express volume increased rapidly to more than 12 pieces per day, increasing by 20% than usual, and by 30% during the Mid Autumn Festival. In China Express's express business, online orders account for about 40%. {page_break}


    Occasionally, the tide of holiday orders does not seem to cause enough attention from Internet operators and express companies. In the industry view, online shopping "holiday sickness" is the adjustment of the entire industry, not only as a courier company holiday, logistics and distribution are restricted.


    "Online shopping companies avoid major festivals. Logistics plays a supplementary role. Consumers' reduction in online shopping during festivals is the biggest problem." The new seven days Electrical direct selling network CEO Zuo Yingjie said that the turnover of e-commerce enterprises decreased during the holiday season. Logistics enterprises will adjust the distribution of personnel and vehicles considering the cost problem. If the online order is more during the festival, I believe the logistics company will move.


    Shi Li acknowledged this. It believes that the consumption of the e-commerce industry during the holiday period is the result of the adjustment of the entire industrial chain, and there is no causal relationship between industries. The express industry is a service industry, which will be adjusted according to the needs of the service providers. Take private express as an example, its biggest feature is close to the market. If the number of express business in the e-commerce industry still rises during the holiday season, the courier company may not have the concept of vacation.


    Large B2C wants to build logistics to pioneer.


    Unlike most of the Internet operators, the National Day golden week is different from the off-season. Jingdong mall, new seven day and other large B2C e-commerce enterprises began to join the promotional battle in the holiday market. They want to compete positively with Gome and Suning traditional stores.


    Jingdong mall will join 17 famous brands and manufacturers on the 7 day of the national day, recommending thousands of goods, with a maximum profit exceeding 1000 yuan. Jingdong mall said that during the festival, its customer service centers, warehousing, distribution, self promotion and other business departments operate as usual, and consumers can purchase goods as usual, receiving goods normally or mentioning them.


    For the first time in the first seven days of the first National Day promotion campaign, it said that the whole line of commodities will be launched into the golden week of national day. Such as 1500 yuan of 32 inch LCD TV, below 9000 yuan SKYWORTH 55 inch network LED TV and so on.


    Zuo Yingjie said that although some cooperative logistics companies would stop receiving products during the holiday season, the self built logistics system on the new seven days will be distributed normally. It is estimated that sales volume during the holiday season will be 5 times larger than in previous years, reaching a normal normal turnover.


    The phenomenon of heavy traffic during the national day and queuing payments in traditional stores will reduce the mood of shopping. Many consumers like to shop at home, online shopping services and promotional efforts do not shrink during holidays, naturally will cater to the needs of this part of consumers.


    "As consumption habits change and more and more businesses are paying attention to traditional holiday marketing," online shopping is a supplement to traditional retail channels ". This positioning will change, which is different from the characteristics of traditional industries. Zuo Yingjie thinks.


    "Golden nine silver ten" is the peak season of the pregnancy baby market. The two major websites of Yue you and red children sell baby products. During the National Day holiday, they choose the "usual delivery". Yue you responsible person said, although its Distribution Department will have a rest time, but through the "store staff + external distribution personnel" service mode, its online mall sales will not be affected.


    According to the latest report released by the Ministry of Commerce, the volume of e-commerce transactions in China reached 3 trillion and 800 billion yuan in 2009, and the volume of online shopping transactions reached 258 billion 600 million yuan. According to statistics, the scale of online shopping basically reached the level of last year in the first half of this year. It is expected to reach 500 billion yuan a year, and the scale of online shopping users will exceed 100 million.


    The rapid development of China's online shopping market and the expansion of online shopping users not only let more and more enterprises enter into this new field, but also in order to fight for larger market share, large online traders began to adjust their original single price war strategy to enhance their shopping experience. This is a clue that some Internet traders try to seize the traditional holiday market during the national day.


    The Internet commerce Empire should not "decline" in the golden week.


    During the Mid Autumn Festival and the National Day holidays, many people go shopping online at home to clean their favorite products. But people will find that the time of delivery after the payment is much longer than usual. The reason is that the number of online shopping increases during holiday holidays. On the other hand, some of the distribution companies are also on vacation. With the rapid development of e-commerce, logistics links have become a bottleneck in the development of the whole industry chain.


    To put it simply, e-commerce now has four basic modes of logistics. The first is the logistics mode of postal express delivery (EMS) service. The service charge of this mode is generally high. The second is the mode of third party logistics enterprises, which is the mode currently adopted by most e-commerce enterprises. The third is the logistics model of self distribution and distribution of websites. Such enterprises currently have Dangdang, Jingdong mall and so on, this mode will meet the needs of consumers to the maximum, and fourth is the mode of combining website with traditional commerce. This mode only applies to those enterprises with previous experience in chain operation.


    The above e-commerce logistics mode, besides website self built distribution, is born on the traditional express mode. There is still a big gap to fully meet the demand of e-commerce for logistics and capital flow. The main reason is that the current logistics express enterprises regard the distribution of e-commerce as a traditional traditional business, ignoring the characteristics of e-commerce in the aspects of business process, management mode, network foundation and so on. Therefore, there are two main problems in the current logistics links of e-commerce: first, traditional logistics products can not meet the needs of e-commerce; second, service standards can not meet the needs of online shopping consumers. It is based on the second point that the demand for online shopping consumers can not be met in time. {page_break}


    According to the barrel principle, how much water a cask holds is based on the shortest wooden plank on the barrel. Therefore, e-commerce is the key to solve the problem of logistics and distribution. Some scholars in the industry think that the self logistics mode of merchant websites is a good solution. The reason is that businesses are most familiar with the consumer habits of consumers, and the establishment of logistics system by them can meet the needs of consumers to the greatest extent. However, this mode requires enterprises to bear the cost of building logistics infrastructure at the early stage, and at the same time, put forward very strict requirements for the scope of enterprise logistics distribution. These are the reasons why self built logistics is not the best path for e-commerce.


    At present, the concept of "cloud logistics" proposed by the stars is considered to be one of the effective ways to solve bottlenecks. Unlike the traditional business models of logistics and express delivery companies, the star suddenly absorbed the basic concepts of "cloud computing" and e-commerce platform, and formed a unique "cloud platform" business mode of "platform opening, resource sharing, service integration, terminal unlimited". In this mode, what the stars need to do is to build a logistics platform, to integrate the massive Waybill Information on the platform, and assign them to the express companies that are joined by them.


    On the one hand, the stars rush to attract the demand of e-commerce distribution, so that the courier companies across the country are willing to become their members. On the other hand, the integration of the national express company makes e-commerce enterprises willing to hand over the logistics to the platform with larger network scale. From an economic point of view, this platform is called a platform with two sided market characteristics. The value of the platform is not only dependent on a single consumer group, but also by the different consumer groups on both sides of the platform. On the "cloud logistics" platform of stars, the two sides are e-commerce enterprises and logistics companies.


    At present, there is no shortage of capital or talent in the Chinese market, and the best business model is lacking. The logistics platform model proposed by the stars will challenge traditional logistics and provide a new solution for e-commerce logistics and distribution.

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