Most Online Shopping Centers Rely On Burning Money For Sale Scale &Nbsp.

Suning.com tries to sell books and Jingdong mall enters the pharmaceutical market.

In public

Segmentation to profitability?

Li Guoqing said that if Internet companies want to make profits, no one can eat them.

"You can't offer special services to all customers, even if Amazon and Amazon haven't done it yet, so far Amazon doesn't sell high-end cosmetics."

He thinks, unlike Taobao's "letting a hundred flowers bloom", B2C network operators still need to make subdivision.

Li Guoqing said that apart from books, there are 4 target categories, namely, baby, household, skin care and clothing.

He also stressed that the so-called "target category" is to "do B2C website first".

And some non target commodities, Dangdang are also being sold.

Li Guoqing believes that some non "target category" goods can be called "convenience goods", and will not be used as a key commodity to create convenience for consumers.

In fact, it should be noted that the vast majority of e-commerce enterprises, despite continuous logistics, low price promotion and so on, "burn money" in exchange for the scale of sales doubled, but it is still difficult to get rid of embarrassment.

According to an e-commerce practitioner, "many large platforms start with specialization, and some enterprises begin to pursue market segmentation.

However, as a team that just started business, the market segmentation is more reliable.

Expand the category and defend well.

Unlike the "subdivision" argument, both Dangdang and other B2C operators are laying product lines.

Dangdang, Jingdong mall and other giants have launched the news of marching into online medicine. The Jingdong mall, which started with 3C products, recently announced that the sale scale of mother and infant products in the B2C industry has become the boss.

At the same time, many vertical websites are also enriching their product categories.

For example, all the products that are wrapped up in clothing shoes are now starting to enter the home, cosmetics and other markets, and Mcglaughlin, who starts with women's clothing, has begun to set foot in men's clothing.

B2C network vendors are still desperately expanding their products.

A deep industry insider believes that although many Internet companies are pursuing the so-called "one-stop shopping" and making WAL-MART online, they still pay attention to the main business of an online shopping mall in the eyes of consumers.

"Although Dangdang has started selling clothes and selling supplies for mothers and children, we will rarely buy these things if we do not buy books."

At present, there are a lot of B2C nets that are vertically subdivided, such as jumei.com, the jumei.com who specializes in shoes, and LAN Mei, who specialize in cosmetics, but none of them can compare with Dangdang and Jingdong mall.

In this regard, Si Xinying, a brand operation expert, believes that the vertical subdivision of B2C has just begun to have scale, but has not yet formed a resultant force. Dangdang and Jingdong mall, under the pressure and push of capital, hope to earn higher profits from potential categories and get more oil and water.

An online shopping platform executive, who does not want to be named, said that the whole category expansion of Internet traders is actually a "defensive attack", and more to protect their market from being swallowed by others.

"It can be understood as a way of competition between the electric business enterprises and their rivals."

He thinks that this expansion may not be active but forced.

Vertical subdivision is the trend

Many interviewees believe that although some large e - commerce enterprises are now competing to expand categories and open platforms, B2C will still go to the vertical subdivision route in the future.

At the present stage, the expansion of B2C enterprises is focused, and it is also the penetration between the various electricity suppliers.

"For example, most consumers will choose the Jingdong mall when they buy electric appliances, while buying books will go to Dangdang.

Each platform has its own main features.

He believes that the future trend is still "single-minded".

Si Xinying believes that the future B2C market will be composed of a "special category" and a number of complementary categories. Brand differentiation will become more and more obvious in the future.

"When we do B2C in Jingdong mall and Dangdang, vertical class is only a concept, but now vertical websites such as fan Kai Cheng products are developing rapidly. In the long run, vertical subdivision should be more in line with the consumption concept of B2C consumers."

However, executives of the online shopping platforms believe that B2C is not right or wrong when it comes to making bigger and doing special jobs.

"The big platform also needs to be specialized, and small brands need to be differentiated."

He believed that whether large or comprehensive or small and aesthetical is reasonable, and the two can be pformed into each other.