New Marketing Mode Of E-Commerce

The Internet is an industry that constantly writes legend and creates "myth".

E-commerce, as the "main battlefield" of the Internet, is undoubtedly one of the most imaginative and most desirable areas.

From the mall of Jingdong mall to the rapid rise of all customers, from Groupon to the group buying network, from the traditional online shopping enterprises to the marriage of e-commerce and SNS...

All these things show the vitality and creativity of e-commerce.

Behind the boom is the constant innovation of business models.

Peter, a management guru, once said, "the competition between enterprises nowadays is not the competition of products, but the competition of business mode". "The competition between enterprises is not the competition of products, but also the competition of business models." "Drucker"

This is especially true for e-commerce enterprises. In a sense, the innovation of business models will determine the future of e-commerce.

At present, e-commerce has entered a new era of change. In a rapidly changing market environment, it is difficult to rely on simple models. Only by innovating business models can we remain invincible.

First, the general path of business mode innovation.

What is meant by

Product positioning: whether the product is competitive, and whether it can help customers rapidly realize value added.

As the main body of content creation, personalized products and services are prerequisites for the realization of enterprise value and customer value.

User Mining: whether it is consistent with the consumption characteristics of network users, and can guide and cultivate the concept of consumption.

Young people are the backbone of users and relatively low income levels.

With the development of Internet and the change of consumption concept, the demand of users is moving from single to pluralistic, and the tendency of entertainment is obvious.

Technological innovation: the Internet is a technology intensive industry, and the application of new technologies will be an important means for enterprises to gain competitiveness.

Now many business models are built on the basis of technological innovation, such as SNS and micro-blog, which are based on WEB2.0.

Trading means: whether paction means and payment methods are convenient and safe.

Transaction means directly relate to user experience and enterprise value. Fast logistics distribution system and secure online trading system will become the goal pursued by Internet companies.

Cost control: can we create the greatest value at the lowest cost?

The Internet is the industry of "burning money". Whether enterprises can reduce operating costs and shorten the period of loss to profitability will be an important aspect of testing enterprise innovation.

Two, e-commerce business mode innovation six.

According to the degree of innovation, there are two types of innovation in e-commerce business mode: one is macro innovation, the other is micro innovation.

The former is a subversive reform of the original business mode, creating a new business mode, which is mainly made out of nothing and model extension. The latter is partial revision based on existing business models to improve the efficiency of business operation, including precise user positioning, innovative user experience, perfect logistics system, and changing paction mode.

These methods are collectively referred to as "e-commerce business mode innovation six types".

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(1) macro innovation

1. out of nothing

This business model does not generally create new types of product services in isolation, nor does it change in isolation.

China is part of the bleaching culture media Limited, and is the only B2S platform in China that offers shared shopping (or experiential shopping).

The platform was launched in October 2010, and its membership has reached more than 6000 people in only a month.

The model is characterized by assembling a group of people with common interests. Through the B2S platform, they choose the commodities they like, and jointly pay the price of the product (each person pays only a small fee), then pick a lucky person from the lucky person to have and experience this latest product.

China enjoys both advantages and disadvantages.

The unique feature of China is the assurance of consumer psychology.

It targets the target user group in the office workers who are in school and entering the workplace, and this part of consumers is the main group of online shoppers. The products they launch are all fashionable and fashionable products of high quality, and this has great attraction for young people. It adopts the mode of sharing shopping and meets the consumption needs of consumers to spend "small money" to do "big things". It integrates the novelty, practicality and entertainment into an organic whole and endows e-commerce with new vitality.

Of course, this business model also has some limitations.

First of all, the commodities they experience are limited to special commodities, such as the latest digital products with high concern and signature products. Secondly, the mode has not yet formed a relatively stable profit model. Whether it can achieve sustained profit growth remains to be tested by time.

2. mode extension

Mode extension refers to the integration and penetration of existing business models, thus forming a new business mode.

This is mainly reflected in the combination of e-commerce and other platforms, media or technologies, such as the integration of e-commerce and SNS, the integration of e-commerce and mobile Internet, the integration of e-commerce and cloud computing, and so on.

With the application of new technology and the interactive development of Internet, the integration of e-commerce and other application platforms is the trend of the times, and a new business model will also emerge.

The following is a brief introduction to the integration of e-commerce and SNS.

SNS (SocialNetworkingServices), which is social networking service, has developed rapidly in recent years due to its advantages in gathering popularity and so on. The number of network attention and registration has increased by leaps and bounds.

Abroad such as Facebook, domestic Renren, Kaixin and so on are all outstanding representatives of SNS.

The biggest feature of SNS is that it has a large and reliable user group. But at the same time, its disadvantages are also very prominent, that is, it is difficult for them to make profits. Many SNS websites are facing different degrees of survival pressure.

Therefore, seeking stable profit pattern has become the goal pursued by SNS website.

E-commerce, as a mainstream profit area, has wide application and strong penetration.

Under such circumstances, the integration between the two is inevitable.

There are two modes of integration of e-commerce and SNS.

One is to add e-commerce modules based on SNS website, or open platform to cooperate with third party e-commerce website, and profit sharing.

The former, such as Facebook, began inviting large retailers to open their own websites at the end of 2010, helping them build page stores, developing sales tools, and allowing customers to interact when buying goods.

Although Facebook's e-commerce sales are limited at present, after all, it has taken a substantial step in the integration of SNS and e-commerce.

The latter, such as China Renren, launched the e-commerce shopping platform, "everyone loves to buy" platform, completed docking with many e-commerce websites, such as Fan Cheng pin, Jingdong mall, Mcglaughlin, Yintai network and other products, including product clothing, shoes and hats, beauty care, jewelry, sports outdoor, 3C digital, food health care and Book audio and video.

The other is the development of SNS based on the traditional e-commerce platform. The most typical example is the community-based e-commerce.

At present, many e-commerce websites have set up communities or forums. Consumers can exchange shopping experience after shopping, and others can exchange feedback in the community. This kind of communication and feedback affects the shopping behavior of users to a large extent, pforming the power of word of mouth into selling power.

For example, Taobao, the largest C2C platform in China, opened up the Taobao network forum, setting up multiple columns such as sharing, teahouse and experience for Taobao customers to exchange.

At the beginning of this year, fan Kai pin, a leader in vertical B2C, also launched its own community channel, which is "fan guest". Anyone who just registered and uploaded photos to participate in the audition has the chance to become a fan who helps people plan to shoot. It can show collocation, write micro-blog and drying clothes list for other users to learn from.

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(two) micro innovation

1. precise user positioning

With the rapid growth of Internet users and the formation of Internet consumption habits, the competition in e-commerce market is becoming increasingly fierce.

As far as household appliances, digital products and daily necessities are concerned, Internet traders are involved in it. It is hard for you to find another real blue ocean.

But does that mean there is no opportunity in the e-commerce market? Of course not.

It depends on whether we grasp the market segmentation, whether we have implemented differentiated development strategy, and the primary entry point of differentiation strategy is the differentiation and precision of user groups.

In most people's eyes, the online clothing store is definitely not a good business model, at least not an innovative business mode, because this mode has become commonplace. C2C has Taobao, e-bay, B2C has Mcglaughlin, dream bazaar, have you done them? But everyone has opened up a real blue ocean in the field of clothing e-commerce.

The uniqueness of Fan Cheng pin is that it targets the target consumer group in a very special group, lazy man.

Because many male customers are too lazy to go shopping, and the styles of clothes often change little. Through the establishment of Internet Directories, fans can buy clothes for "lazy men" to stay at home, which greatly satisfies men's shopping needs.

At the same time, van customer's clothing is positioned as "fast moving consumer goods", with low price brand clothing as the selling point, which realizes the "repeated purchase" which is extremely concerned in the business mode.

It is precisely because of aiming at a good entry point and advocating a benign consumption concept, which has achieved explosive growth in a short time, and the annual turnover growth rate exceeds 100% or even 200%.

Van KRC later expanded the business range from men's clothing to women's wear, children's wear, shoes, accessories, home and so on, and embarked on a diversified development road. But if it did not accurately locate customers at the early stage of creation, it would be hard to imagine today's achievements.

2. innovative user experience

The Internet economy is the experience economy, and user experience is also called the essence of the innovation 2 mode.

The e-commerce website has more distinct user experience characteristics, which is embodied in the practicality and reliability of products and services, that is, the content provided by the website must be able to satisfy the practical needs of consumers. At the same time, a series of visual presentation can make consumers feel dependable. The convenience, security, navigation system, payment system and logistics system of the platform system should embody the humanized features as far as possible, so as to meet the psychological needs of consumers for convenience, expediently and safely.

Therefore, caring for user needs and enhancing user experience has become a key factor in the success of e-commerce enterprises, and it is also an important means of business mode minimally invasive.

User experience is a "people-oriented" social paction mode. It runs through the whole process of e-commerce operation, from the design of website to the provision of products and services, from the establishment of payment platform to the establishment of logistics distribution system, from online experience to offline experience, all are the domain of user experience innovation.

If an e-business enterprise can grasp one or a few links to improve it and create a unique user experience, it will get more consumers' favor and enhance the performance of enterprises.

Take van customer service as an example to see how e-business enterprises innovate user experience.

The customer experience design of van customer's products is embodied in many aspects: first, the service criterion of "face to face inspection and unconditional fitting" is performed by all customers. When customers receive VANCL's clothes, they can open their faces in person. If they are not satisfied, they can be returned free of charge within 30 days. This method subverts the rules that traditional clothing online shopping enterprises can not try on and have conditional returns, and sets up a huge competition threshold.

Secondly, fan Ke Cheng supports cash on delivery, and has launched POS card printing service nationwide since June 2010. It became the first retail e-commerce enterprise to support POS card consumption nationwide.

Thirdly, in terms of product packaging, all customer service products are upgrading frequently. Eventually, the packaging will be made into 3 layers of kraft paper boxes, which are added to environmental protection non-woven fabrics to ensure that goods will not be crushed in the courier process.

At the same time, according to the different purchase quantity of customers, different models of outer packing boxes are allocated. The specific dimensions are determined by careful manual measurement.

This meticulous experience design gives users great care, improves customer loyalty and repeat purchase rate, and creates a myth in the field of retail e-commerce.

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3. improve logistics system

Logistics distribution is an important part of e-commerce, and it also restricts the development of e-commerce enterprises, especially B2C enterprises.

Under the e-commerce environment, consumers have higher requirements for logistics distribution system, such as faster delivery, higher quality of distribution and wider distribution.

Therefore, the establishment of a perfect and efficient logistics distribution system will become a key element for the future B2C e-commerce enterprises to win the competitive edge, and also an important entry point for the business model innovation of e-commerce enterprises.

Generally speaking, there are three modes of logistics distribution of e-commerce enterprises: self built logistics distribution mode, third party logistics distribution mode, and self built outsourcing mode.

The first mode is generally applicable to comprehensive online shopping centers or large vertical online shopping enterprises. There are many varieties and large quantities of goods. The second models are applicable to small and medium sized e-commerce enterprises, and there are not many kinds of goods, enterprises do not need to establish their own logistics system, or outsourcing logistics to third party logistics companies for professional consideration. The third mode is suitable for enterprises with certain logistics resources, but the existing logistics resources can not meet the needs of business expansion.

These three models have their own advantages and disadvantages, but with the increase of business volume, the necessity of self built logistics system is becoming more and more important for e-commerce enterprises.

Take Jingdong mall as an example.

Jingdong mall is the largest 3C online shopping platform in China's B2C market. Since 2003, it has maintained an average annual growth rate of 300%, and sales volume has reached 10 billion 200 million yuan in 2010.

The rapid expansion of Jingdong mall has benefited from the importance and devotion to the logistics system, and created a characteristic "extreme speed supply chain".

The Jingdong mall has completed the layout of the first class logistics center in 5 cities such as Beijing, Shanghai, Guangzhou, Chengdu and Wuhan, and has established a logistics distribution system in 60 cities nationwide. At the same time, it has invested 20 million yuan to establish its own express company.

Recently, Jingdong mall has purchased 260 mu of land in Jiading, Shanghai, to build the largest modern B2C logistics center in Asia, including the 150 thousand -20 10000 square meter warehouse.

With the support of a strong logistics system, the Jingdong mall launched the "211 time limit" delivery service, that is, placing orders every day before 11 o'clock, delivering in the afternoon, placing orders before 23 o'clock, and serving the next morning, creating the most speed of distribution for e-commerce enterprises.

At the same time, its inventory turnover time is shortened to about 12 days, slightly higher than that of Amazon's 7-10 day level.

4. changing the way of trading

Transaction mode is the most important link of the value of e-commerce enterprises, and it is also an important way to attract users' attention and increase the popularity of websites.

Traditionally, e-commerce pactions are mainly based on one to one or one to many parity pactions. In recent years, there has been an innovative way of trading such as auction, spike and group buying.

In particular, the emergence of group buying has largely changed the pattern of e-commerce competition, attracting many companies to test the water group buying business.

Strictly speaking, group buying is not a new business mode. It is actually a personalized development of B2C mode.

It is a way of shopping that consumers who know or do not know join together to increase bargaining power with merchants to get the best price. In short, it is to gather the needs of multiple users to win the most cost-effective paction.

Group buying website originated from Groupon in the United States. The website was established in November 2008. In more than a year, its user visits increased by more than 10 times. In 2010, its sales volume reached 400 million yuan, becoming the fastest growing company in history (Forbes magazine).

Because of the low technical threshold and high growth of its business mode, it has been emulated by many domestic websites. According to statistics, more than 1800 group buying websites appeared in 2010.

The uniqueness of Groupon lies in the following aspects: first, we should strictly control the choice of promotional products, choose only the most suitable products to recommend to customers, and recommend only one product per day; two, regionalization, according to local conditions, providing different categories of products or services in different areas; three, the low discount of products; the discount of each product or service is not equal to 40-90%, so that users can get the most substantial benefits; four, products and services are provided by businesses, and do not involve logistics and inventory, so the cost is greatly reduced.

This is also the reason why the group buying mode has such a magic power.

Three, innovation is endless.

E-commerce has gone through the initial stage of wilderness and survived the bitter winter. After a period of rapid growth, it has ushered in a new spring of development.

In this field, passion will continue to evolve, myth will continue to write, and business model innovation will never end.

In the near future, we will be privileged to witness the reintegration and fragmentation of e-commerce business models. With the improvement of trading platform and risk control mechanism, mobile e-commerce will become the next growth point of the Internet; the integration of SNS platform and e-commerce will have more highlights; the community e-commerce mode will be more mature; the application of cloud computing technology will provide strong backstage support for e-commerce, greatly reduce the cost of e-commerce and improve the efficiency of enterprises; and the new minimally invasive business represented by enhanced user experience will become the norm of e-commerce business innovation.

In this process of pformation, e-commerce enterprises will become the main body of innovation, and capital and technology will be a powerful driving force to promote the continuous development of business models.