Four Trends In The Future Of Traditional Commerce Driven By E-Commerce And Internet

The traditional business of P is facing the attack of double typhoons. A typhoon is a stagnant economic situation. A typhoon is an electronic commerce. It is different from typhoons which are fast and fast on land. The typhoons that traditional businesses are facing may last for years. The typhoon is not without signs. The financial storm that started in 08 years is a signal. The double 11 in 2011 is also a signal, but many enterprises ignore these signals, thinking that this is only a temporary weather. Recent signs suggest that US dollar assets are beginning to flow back to the US. This is not a good news for China, especially for the real estate industry. In the past more than 10 years, the ill conditioned economic system, which is over dependent on real estate, is likely to cause violent upheaval if it is not handled properly. This is another topic. < /p >
< p > under the impact of the economic downturn and the double typhoons of e-commerce, there may be the following changes in the future business: < /p >
< p > 1, customers' excessive fascination with brands will weaken. In pursuit of individuation, we should emphasize the cost performance. Here are several factors that affect: < /p >
The reason why P is economic is very important. In my opinion, the rise of UNIQLO in Japan is closely related to the recession of the Japanese economy for many years. As the largest online sales, < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > brand, the location of Korea's clothes house is similar to UNIQLO in my view. < /p >
< p > the reason of crowd replacement is that compared with the 60 and 70 consumer groups with relatively poor economic conditions, 80 and 90's grow up in a relatively rich economy. Their aesthetic will become more personalized. The behavior of excessive fascination with brands and follower will weaken, and the pursuit of brands tends to be more personal rather than high-end. < /p >
< p > the traditional channels of high margin, the existing well-known a href= "http://www.91se91.com/" > brand < /a > mostly grew up under the traditional commercial system. Because of the traditional circulation system with many links and high costs, the operation of the brand can not be separated from the support of high margin. On the basis of the factory price, the increase of 3-5 times more often becomes a common phenomenon in traditional business. When more and more customers find that products of the same quality can be bought at a much lower price on the Internet, these brands will inevitably face enormous market pressure. < /p >
< p > 2, offline channels and online channels are gradually merging, and most of the brand's offline markup will shrink to 3 to 3.5 times (calculated at factory wholesale price), which is basically the same as online. Offline channel sales function weakened, display, experience, service, drainage function enhanced. < /p >
< p > here is a special mention of Suning, the future online and offline business environment, which can compete with Taobao, not Jingdong but Suning. Although it has no experience in department stores, it may go through trial and error for a period of time, but it is very likely to become the most successful platform enterprise in the domestic integrated offline and online resources, because: < /p >
Less than P, Suning is very resolute in transformation, which is not second in the traditional "a href=" http://www.91se91.com/ "commercial" /a giants, and this opportunity will prove to be very important in the future. < /p >
Less than P, the huge network resources of Suning line, almost no department store company can match, and Taobao, Jingdong and other online platforms can not compete with them. Speaking of which, I guess in the future, there will be deep cooperation between cable platforms and offline department stores, even mergers and acquisitions. < /p >
Less than P, Suning has been doing well in the service sector. This is an important link between offline and online integration. If the Suning open platform can strengthen this feature, it will be very helpful to its growth. Think of the service that is not known as hotpot, but know how much the domestic customers care about quality service. < /p >
< p > 3, the core of brand management in new business system is from marketing, channel to supply chain and data operation. The operation mode of traditional brand is basically "think of concepts, smash advertising and attract investment and build channels". In e-commerce environment, enterprise competition will return to the product itself. If there is no strong supply chain support, it will not be able to take the lead in reaction speed, product quality and cost control. < /p >
< p > at the same time, the coverage of operation will be greatly expanded. If the operation of traditional channel is biased towards the management of store terminal, the operation under the new business form will be biased towards data management. All the business activities of the enterprise will be based on quantifiable big data, from selection, art and promotion to pre-sale, sale and after sale. All business decisions will take data as the core, including historical data, test data, competitors' data and so on. < /p >
< p > 4, the change of enterprise management structure in the new business system, due to the increasing demand for personalized customers and the shortened cycle of future trends, will lead to the increasingly difficult for large brands to satisfy a large number of customer groups, and splitting into a large quantum brand will be the trend of the times. The future brand enterprises will form three levels of Pyramid organization, the top one is the management center of the enterprise, the functional departments are concentrated, the second level is the supply chain management center, responsible for the supply chain resources integration and distribution in the entire enterprise, the third level is the sub brand operation team, and will be run independently by the operation teams of many sub brands. < /p >
< p > in the new business era driven by e-commerce and Internet, any foresight will be difficult. However, in order to guide us further, we have to make some long-term predictions, all of which are not right, and only expect to be enlightened to those who have seen it. < /p >
In the new commercial era, P is not terrible to see mistakes, but not to be quick to trial and error. < /p >