E-Commerce Platform Homogenization Serious

"That is the best of times. It is the worst of times; it is the age of wisdom, it is the age of ignorance; it is the season of light, it is the season of darkness."

Dickens's story in Shuangcheng is the executive vice president of new egg China and President of China new egg net.

It seems best suited to describe the e-commerce market in China now.

In the US of new egg headquarters, the electricity supplier environment has entered an early stage of maturity, and in its newly opened Chinese market, the development of electricity providers is in a barbarous and growing environment. Zhou Zhaowu is convinced that the bloody battle is continuing. "We only look at traffic volume and turnover, and we do not want to see the profits of NASDAQ listed."

Let Zhou Zhaowu see "blood light" campaign is one of the two weeks ago during the European Cup, by easy fast net, Jingdong mall, Gome mall, suning.com, Tmall, QQ mall and other large domestic.

Enterprises tacitly launched the "strongest electricity price war in history", which has been involved in the profit margin and marketing resources of 7 billion.

Behind the homogeneous competition

"As consumers, of course, the cheaper the better, and the low price competition is definitely not the future trend of e-commerce."

Nie Linhai, deputy director of the Ministry of Commerce of the Ministry of Commerce, said that the development of e-commerce should have its own core competitiveness through innovation.

Behind the increasingly fierce price war is the homogenization tendency of the electronic business platform.

Whether it was the Jingdong that originally sold books, the Jingdong that started from 3C, it was still posted.

The label of the red children, as well as shop No. 1, Amazon, and so on, finally developed into Tmall's platform electricity supplier, and also lost its original characteristics.

"Expanding the impact through scale competition, reducing the operating costs of the platform, robbing customers, robbing the market, and spelling the scale."

Chao Gang Ling, a professor of marketing at Shanghai University of Finance and Economics, seems to be mainly due to the low threshold of the electronic business platform. What each platform is pursuing is its own size, rather than the professionalism and specialization of sales.

Besides expanding the influence and expanding the scale, on the other hand, the price war is also a process of "shuffling" the market.

Chao Steel said, because enterprises still need to consider the cost of price war, but a round of price war will cause enterprises to have to compete below cost. At present, relatively large cash flow sufficient electricity providers still have strong support, but some weaker power providers will fail or be merged in the "shuffle" process.

"There will be a competitive situation in the next two or three years."

Chao Gang Ling believes that, once the scale bonus has been carved up, some network operators who are unable to form a scale will take the road of differentiation and seek their own development; and the network operators of scale will also have differentiated jobs in order to cope with the competition of professional and characteristic network platforms. For example, the first shop may be divided into the first appliance store, the first shop cosmetics station, and so on, so as to save the query cost of consumers.

Uneconomical scale

"Now is the stage of ebb and flow," Zhou Zhaowu said.

In his view, from the same structure, low customer loyalty and high marketing cost to the real success, the company with good internal skills can win in the tide.

Finally, insisting that only a few oligarchs can survive, and that the electricity supplier will live more comfortably. This process is also an inevitable trend.

Sun Weimin, vice chairman of Suning Appliance Limited by Share Ltd, said that there are basically three main points of this accumulation: one is to quickly expand the enterprise through two more effective ways: advertising to make influence and flow volume, which can quickly enlarge the scale of sales; do price, attract users' attention through low prices, and attract more registered users.

In fact, many e-commerce enterprises in China invest a lot of money in this kind of investment.

But in his view, the more important focus for enterprises is to build up their soft power and enhance their experience. This is the most fundamental problem for electric business enterprises.

The seemingly simple requirements of the rich products, convenient retrieval and accurate delivery of e-commerce platforms may become a complex and difficult subject after the number of commodities, the amount of users' visits and the coverage of regional markets.

The third focal point is to fight durability, that is to say, more efforts should be made in the construction of logistics facilities and basic platforms. This is the problem of an electric business enterprise and a basic platform.

But in fact, there are two very different development paths online and offline. Sun Weimin said: "retail operations in the middle of the line generally follow economies of scale and scale, and the scale of online operation is generally uneconomical."

That is to say, most of the non scale enterprises in the electricity supplier business are profitable now, and most of the scale businesses are not profitable, forming such a vicious circle of specific scale and economy.

Platform business competition breakthrough

"To coincides with Clipsal."

This sentence comes from the art of war, which means that if we want to win in a battle, we should adopt conventional tactics to keep in place. However, if we want to win, we must be able to find the weakness of the two armies against China and Clipsal.

CEO Bu Guangqi of Yi Xun net thinks, this is very applicable in electric business industry: when everyone is dealing with price war advertising war, how do you get "odd" trick?

The difference between an excellent electricity supplier and a general electricity supplier is on the customer experience.

Yu Gang, chairman of the electricity supplier shop, which has grown 192 times over the past three years, seems to believe that the customer experience is not only a moment of delivery or a customer service attitude, but a very comprehensive thing, including whether the commodity is abundant, whether the commodity information is clearly described, the price is appropriate, whether the shopping process is simple, whether delivery is timely, whether delivery service is excellent, whether there is personalized service, how the system process design of IT department is, whether the operation is concise, whether the instructions are clear, whether the search is accurate or not, etc.) "every department will affect the customer experience, which is reflected in all aspects of the process, organization structure and all the business modes of the system."

More importantly, the customer experience seems very empty things to be refined to each post, each process, and each department to use specific operational indicators to control and measure, and staff salaries linked, for example, the delivery link, to measure timely delivery rate, breakage rate, less goods rate, wrong goods rate, customer problem solving rate, 24 hours problem solving rate.

If the business enterprises want to break through in homogenization competition, Sun Wei Min also believes that the fine operation of commodity trading is also one of the ways, that is to say, the production, supply, distribution and distribution of products. The whole industrial chain forms a circulation chain, which really drives the production of bulk commodities to be driven by consumption. This will not only make the electric business enterprises valuable, but will also have epoch-making significance for the pformation of the whole industry.