Vertical B2C&Nbsp; Bigger Or Specialized?

The sale of Martha Marceau 3rd anniversary has increased 300% of its total sales volume compared with the same period last year. The first time founder Xu Xiaohui called the art and style clothing made B2C find a blank spot in the market.

In recent years, vertical B2C has become increasingly popular and has a "blowout" trend.

However,

In this way, there are two ways for vertical B2C practitioners to go deep into the market and take professional brand management. Or do you want to be a comprehensive B2C mall like Jingdong mall and Dangdang network?

B2C mall expands product line

Dangdang said recently that the Yangcheng Lake hairy crabs were officially settled in Dangdang and launched several golden autumn season products.

As a matter of fact, this is not the first time that Dangdang has been "off the hook". On Dangdang's official website, it can be found that its online sales are over several million, of which there are hundreds of thousands of comprehensive goods.

Dangdang obviously accelerated the pace of construction of the integrated mall, and its focus has begun to expand from books to all general merchandise products.

Dangdang is not the first comprehensive pformation type.

Jingdong mall, which is developing rapidly, is no exception.

After strong support from venture capital, Jingdong mall no longer adhered to digital product line, and began to infiltrate all kinds of household goods, clothing, shoes and hats, kitchen utensils, etc.

For the question of why vertical B2C mall will be pformed into an integrated B2C mall, Xu Xiaohui said there are 3 reasons for its pformation: first, with the expanding user scale of these B2C stores, the existing capacity is expanded to other industries; two, in order to meet the needs of users, consumers who have been accustomed to buying products on these B2C shopping centers hope that the mall can provide one-stop products and services; three, expand to other products lines and get more profits.

Wu Weiding, vice president of China Technology Klc Holdings Ltd, bluntly said that interest is the fundamental reason for the pformation of these vertical B2C mall.

Internet Celebrities Chen Yongdong said that Dangdang, Jingdong mall and other B2C mall can do so, and they have been in the field of electronic commerce for many years and gained a lot of experience and foundation.

He believes that not all e-commerce enterprises are suitable for doing this, especially in the start-up e-commerce business.

Transformation should be in line with the direction of enterprise development.

So many vertical B2C mall began to pform into an integrated B2C mall, which means that this is the trend of B2C's future development. What difficulties will it encounter after pformation?

Wu Weiding said, vertical B2C mall began to pform into an integrated B2C mall will encounter many difficulties.

At present, Dangdang, Amazon, Jingdong mall has been pformed into an integrated shopping mall, but its sales performance has not doubled rapidly. After pforming into an integrated B2C mall, its commodity variety and cooperation partners are increasing rapidly, and the operating cost, storehouse reserve capacity, customer service and other work pressure are increasing day by day. Undoubtedly, more energy is needed to deal with all kinds of challenges.

"Not every e-commerce enterprise is suitable to do this. In fact, it is the greatest advantage to focus on one's strengths. Focusing on the industry is the strategy of vertical B2C mall development."

Wu Weiding said.

"There are many kinds of goods on the integrated website, and users are more likely to find the goods they want to buy, but their investment in the early stage is huge; the vertical websites are relatively low investment in the early stage, and their products are more complete and brand advantage in a certain field."

Chen Yongdong said.

Xu Xiaohui said that simple price competition is the product of the early development of e-commerce, and the future competition of B2C will fall on the brand.

Vertical e-commerce enterprises in the vertical subdivision to make their own characteristics, will also meet those who value the brand consumers.

{page_break}

The vertical e-commerce platform has huge space.

The development of the vertical B2C enterprise is supported by the relevant government departments.

Recently, the Ministry of Commerce decided that Taobao, Jingdong mall, Dangdang, fan Ke Cheng, Amazon and so on are the first batch of e-commerce demonstration enterprises of the Ministry of Commerce.

Analysts believe that this highlights the policy intent of the Ministry of Commerce to guide the brand operation of domestic e-commerce enterprises.

It is understood that the 83 e-commerce enterprises are the typical and influential enterprises in a certain industry.

The Ministry of Commerce hopes that through the demonstration effect of brand-name e-commerce enterprises in various fields, the domestic e-commerce will take the road of brand management.

The Ministry of Commerce pointed out that we should strengthen the cultivation of vertical B2C enterprises' brand and take it as a long-term strategy for the future development of e-commerce in China.

The China e-commerce market data monitoring report released in 2011 by the China Electronic Commerce Research Center shows that e-commerce will become the mainstream of e-commerce development in the future.

According to the report, the typical feature of the rapid development of e-commerce in China is the "big and full" mode to the professional and subdivided business portal.

The first generation of e-commerce focuses on content, and the second generation focuses on integrated e-commerce. The next generation of e-commerce will integrate value-added content and business platform, giving full play to the advantages of the Internet in information services, so that e-commerce can really enter the practical stage.

In fact, the vertical e-commerce platform is more favored by investors. It will become the later force of China's e-commerce market, and the development space will be broad.

There are two characteristics of this platform: exclusive and deep.

"Specialization" refers to concentrating all forces to build a professional information platform, which is characterized by industry or international service. "Deep" refers to the unique professional nature of such platforms, which will produce many in-depth and unique service contents and profit models in continuous exploration.