Mall Threshold Increased Significantly &Nbsp; &Nbsp; Online Shop Investment Is Ushering In A "Turning Point".

Is the halo of investment in online shops gradually fading? Should the idea of investing online shop be updated accordingly?

Taobao mall rules trigger panic

Phenomenon 1

"Eleven Golden Week" just passed.

In October 10th, Taobao mall announced the upgrading of the business management system. It announced that the annual fee of Taobao technology service rose from 6000 yuan a year to 30 thousand yuan and 60 thousand yuan two stalls in 2012. The margin also changed from 10 thousand yuan to 50 thousand, 100 thousand or 150 thousand yuan in accordance with the different ways of franchised stores, franchised stores and brand flagship stores. The highest increase is 15 times, and these fees must be paid in a lump sum before December 26th of this year.

The announcement of the policy, known as "Taobao's new rules", immediately triggered a sharp rebound in many shopkeeper's shopkeeper.

Tens of thousands of people gathered under the banner of the "anti Taobao alliance" and strongly protested to Taobao on the two fronts of the Internet and the real world. They only gathered more than 50 thousand opponents at the summit of the anti Taobao alliance YY.

They "siege" Taobao mall merchants to carry out sweeping "buying", causing heavy losses to large businesses.

The anti Taobao alliance hopes to put pressure on Taobao by repealing the new Taobao rules.

The reaction of Taobao shopkeepers is so strong that they feel a great panic because of the new Taobao rules.

Mr. Zhang opened a lighting shop in Taobao mall early last year. Mr. Zhang calculated a book to reporters. According to the current charging standard, the cost of entering Taobao mall is about 10 thousand yuan plus a minimum cost of 6000 yuan, plus office space (for saving expenses or even working in your own home), employing personnel and other expenses, 100 thousand yuan will start a shop.

"100 thousand of the funds will not be rented in traditional stores or shops, even at a counter.

That's why many people choose to start their own business online. "

However, in accordance with the "new regulations of Taobao", an average online store will have to raise about 100000 yuan in fixed investment, and at least 200 thousand yuan will be needed for start-up capital, plus operating expenses, which will make it difficult for many small businesses to bear.

Mr. Zhang of Huizhou told reporters that the $200 thousand he opened last year was about 100000 yuan, which he borrowed from relatives and friends. Although he made some money over the past year, he also paid part of his loan, plus living expenses, and now he can only maintain normal operation.

"By the end of the year, we will have to pay nearly 100 thousand of the cash. It will be difficult to find anyone to borrow money now."

The so-called "lips and teeth cold", many owners of the Taobao market shop also joined the opposition to the "Taobao new regulations" camp (Note: "Taobao new regulation" is only for Taobao mall "price increase", does not involve Taobao mart).

The owner of the Taobao store is worried that Taobao will charge the Taobao market after the "price rise" of the Taobao mall, which will be unbearable for the majority of the Taobao store owners.

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Online shop closures alarm sounded

Phenomenon 1

A survey data of China Youth Daily in 2010 showed that the success rate of urban white-collar shop was less than 1/4.

That is to say, behind a successful Taobao store, there are three losers buried.

Since the beginning of this year, as the economic environment is not ideal, the market funds have become more and more intense. The management situation of small and medium-sized enterprises is very unoptimistic.

Under such circumstances, the days of online shops will not be easy.

Miss Lin, in Guangzhou, started operating an online shop for decorative paintings in 2008 and has a profit of more than 5000 yuan a month by 2009.

However, since 2010, with the cooling of the real estate market, the demand for decorative paintings has also slump.

"Until July this year, we had already filled in all the money we had earned before, and the business has not improved.

I really can't keep up. I can only temporarily shut down.

Online stores are still there, but no business has been done.

If the market is better, we will see if the situation is resumed. "

Miss Lin's case is universal, and a shopkeeper of Taobao shop, a Korean clothing company, told reporters that many small shops have become "dead shops". They seem to be open, but they are not sold.

"No one has taken care of the online QQ. The clothes on the shelves have not been changed for several months. How do we do it?"

On the "anti Taobao alliance YY", many shopkeepers in Taobao mall are pessimistic. With the implementation of the new Taobao rules, the collapse of Taobao online stores will further intensify.

Statistics show that there are now more than 50 thousand merchants on Taobao mall, while there are millions of merchants in Taobao Mart.

Once the new rules are implemented, many shops with insufficient strength will be rushed to Taobao bazaar.

"Once my shop is rushed to the Taobao fair, it will be drowned out without any noise. There is only one way to go."

A storekeeper of Taobao mall, a red wine business, sobbed on the "anti Taobao alliance YY".

An executive from the anti Taobao alliance YY said that if the new Taobao rules were implemented, customers from more than 50 thousand Taobao stores would expect more than more than 10 thousand to choose to go to Taobao mart or other platforms or even close down.

This person also reminds consumer, in order to prevent shop shopkeeper to run a road, by the end of the year when buying online, still go to bigger shop purchase more rest assured.

Double pressure to undermine investment prospects

Reason

Once the booming online shop investment tide, but now to the majority of investors who are interested in this show a red light.

"Low threshold is actually a double-edged sword. It provides many people with opportunities to start business, but it soon makes the market tend to be saturated and supply exceeds demand. The homogenization competition of small and medium-sized online stores is very fierce.

The jungle rule in traditional shopping malls is also applicable to online stores.

Zhang Ziming, deputy teacher of Shanghai Business School, pointed out the dilemma facing online shop investment.

A number of online shopkeeper interviewed by reporters pointed out that online shop operation is becoming more and more difficult, mainly due to two aspects.

First, all kinds of operating costs continue to rise, which engulfed the profit margins of online stores.

Li Xiaojie, a seller in Zhongshan who has been in Taobao Mall for more than two years, told reporters that her Taobao store operated footwear products to make inventory products.

So far this year, her store has made about 400000 yuan turnover, with a profit of less than 100 thousand yuan. Miss Li complained that the income was only equivalent to a wage.

"The gross profit of the original inventory products should be relatively high, but now there are too many shops selling shoes online. To let users see their stores, it is bound to invest a lot of money in online advertising and search.

This year, I invested more than 20 thousand in advertising on Taobao, and also invested more than 10 thousand in Baidu, plus the marketing expenses in various forums and communities, plus more than 50 thousand yuan, and then the technical cost of Taobao mall. A large portion of the profits have been earned by Internet companies.

What makes Miss Li more painful is that over the past two years, many large online shoe cities have been online. These shoe cities have used the advantages of scale to purchase, and the prices and varieties are much richer, which is naturally sought after by consumers.

Liu Yu, director of public relations of Le Tao network, pointed out that in the face of big shoe city such as Le Tao, it is difficult for small shoe stores to retain consumers, and the survival space of small footwear shops will be smaller and smaller.

Miss Lin also clearly felt this trend.

"My store has a turnover of about 800000 in 2009, and last year's turnover is about 700000. It is good to achieve 600 thousand this year.

I have little confidence in getting worse. "

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On the other hand, the traditional industries generally surf the Internet. These enterprises have the advantages of resources and capital, which will bring fatal impact to the online stores such as "setters" and "three hands".

In addition, many well-known brands began to increase the intensity of counterfeiting on the Internet, and asked the network platform to investigate and deal with highly imitated products. This also made many online shop days with high imitation products more and more sad.

Internet laboratory analyst Qin dust pointed out that with the growing maturity of e-commerce, "the poor are getting poorer, the rich are getting richer and richer" and the phenomenon of wealth gap similar to the real society has become the trend of online shopping.

Big sellers are getting more and more popular in Taobao, and small and medium-sized sellers are more and more difficult to survive.

Jiang Pingzhong, the founder of chivalrous Webmaster Station, also said that many young people who are against Taobao now have heard the news that they can earn money before they invest in a lot of time and energy, but in fact, with the large number of brands entering, the so-called online shop of small netizens is just making contribution to the traffic volume. They simply can not do business.

Three strategies to deal with online venture risks

Answer

Previously, online shops were generally regarded as a paradise for entrepreneurship, and millions of people poured into this industry, hoping to explore gold here.

The annual Alibaba PARTY conference held in Hangzhou is almost the annual number of successful online stores.

"When we first held the network business conference in 2004, I told you," the ant army can defeat the elephant. "

7 years later, the elephant is still an elephant, and the ant is no longer an ant. "

This year's online business conference, Ma Yun, chairman of Alibaba's board of directors, is very appealing to those present.

However, Ma Yun's description is not aimed at the successful ants, but the disappearing ants do not attract everyone's attention.

Professionals remind investors that because of the increasingly difficult operation of small online shops, for those who are interested in starting a business, it is possible to improve their business ability in many ways before opening a shop.

First of all, open shop should pursue its own characteristics and have a good position, rather than drift with the tide.

In the world of vast online shops, it is important for consumers to remember your online store and turn consumers into repeat customers. Besides quality and low price, the characteristics of online shops are very important.

This requires investors to do what they know best, and the so-called traditional business rules that are not familiar with do not apply to online stores.

"If you are not familiar with Korean dramas, the website is just making simple clothing display, while the owner of another website is a super Korean dramas fan, who can do enough articles in the online store image design, and can interact with consumers in depth.

The fate of the two stores will be totally different. "

A manager who has done more than 4 years of online shopping for Korean clothes told reporters.

Secondly, we need to master a considerable number of network marketing techniques.

Many people, when investing in online stores, are not familiar with business knowledge just by virtue of a hot blood, especially for the crucial technology of network marketing.

The director of the Internet marketing promotion center of the China Electronic Commerce Association and chairman of the Shenzhen Ren Ren information group, Mr Ren Ren, pointed out that some people do not know that they want to do Internet marketing. Some people even know that they want to do Internet marketing, but they do not know how to do it. They think that it will be all right to spend some money on Baidu to buy competitive bidding.

"In fact, network marketing has rich contents, good use, small money to do great things.

If the application is not good, it is also worthless to do wrong.

Investors should be more obvious in this regard, and need to raise substantially.

What needs to be reminded is that there are still many people who blindly distribute advertisements and E-mail on the Internet.

See people say, see website on the promotion way of posting, in addition to causing others' disgust and website blocking, the promotion effect is very small.

Third, we must prepare for a protracted war, especially in terms of funding.

Mr. Zhu of Shenzhen raised 300 thousand yuan in July this year to open online stores. He was optimistic about the four quarter's peak season and suddenly pressed all the funds onto the goods.

However, as the store has just started, customers have not accumulated enough, and goods are selling slowly.

Seeing that the end of the year is approaching, Taobao mall may rise in price, which makes him very passive.

The problem of money has threatened the life and death of Mr. Zhu's online shop.

"There is no money to pay. If I don't pay to drive me to Taobao fair, it will be even harder for me to do business."

Reporters learned from the anti Taobao alliance YY that problems like Mr. Zhu are very common.

Many online shops can't keep up with them, that is, they are short of difficulties and have limited funds.