Changjiang Business School Releases "China Online Retailing".

< p > January 17th afternoon, "a href=" http://www.91se91.com/news/index_c.asp "Yangtze River Business School" /a "Global Research Center held a seminar on" new business, new leader - domestic online retailing industry development trend and future trend ".

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< p > different from the traditional online shopping platform type (B2B, B2C, C2C, etc.) as the observation body's research method, the report takes the industrial value chain and factor management theory as the research framework, and takes the online trading platform operator as the research perspective.

The report selects Alibaba (Taobao and Tmall), Jingdong, suning.com, No. 1 store, Dangdang (11.31, 0.56, 5.21%), vip.com (103.81, 7.37, 7.64%), Amazon (395.8, -0.07, -0.02%) China, Tencent (529, 16.50,3.22%, real time) e-commerce and other industries leading enterprises as the research object, and comparatively analyzes their growth background, leadership, development goals and strategies, niche market, industrial value chain elements management characteristics, supply resources integration strategy and so on, and divides the basic business and operation management mode of domestic online retail industry into five types: value chain integration mode, open platform mode, O2O mode, sale mode and social mode.

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< p > the report combines the theory of "leaders' superiority and inferiority", and makes further analysis on the management methods of the industrial value chain elements of typical enterprises in each mode.

From the nine dimensions of the two dimensions of scale advantage and timing advantage, the representative enterprises of the open platform mode Alibaba and the representative enterprise of value chain integration have become increasingly prominent in the market industry.

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< p > value chain integration mode is a vertical non integration online retail format with product flow management as the strategic core, cash flow management as the system support and information flow management as the resource integration method. It has the characteristics of closed loop business, open platform and increasing long-term marginal revenue.

From the point of view of industrial value chain management, the value chain integration mode aims to establish a perfect and excellent supply chain service competitive advantage in product flow management, and become a trustworthy product circulation service provider between supply and demand.

It provides public business intelligence services through establishing information flow management skills matching product flow management to promote market equilibrium between effective demand and effective supply.

From the perspective of business value, the value chain integration mode helps to improve the overall management performance of the commercial society and help the manufacturing industry to improve the level of informatization.

Amazon is a model of value chain integration. Jingdong is a leading representative company in China.

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By virtue of its rich experience in channel management and resource endowment advantages in enterprise level customer relationship, Jingdong has set up a distinctive "Jingdong mode" in the domestic online retailing industry by using product circulation services and agency sales in the online retailing industry as a niche market, and highlights the systematic thinking of Liu Qiangdong on product flow management of online retailing and the long-term investment of Jingdong in the construction of its own logistics system. P

The strategy of Jingdong is to optimize the elements of industrial value chain around the niche market, which eventually becomes a supply chain management service that is trustworthy and can create new value.

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In particular, since 2009, Jingdong has shown more and more clear value chain integration maps, focusing on its main strategic deployment: from 3C products to the whole category plan, from all self-employed to open third party platforms, to achieve "one-stop shopping", greatly reducing the cost of household shopping choices; establishing a national call center with a total area of more than 6000 square meters in Suqian, Jiangsu, implementing a unified standard customer system, and improving its own logistics and distribution system. Currently, it has covered 1300 administrative districts and counties, offering distribution services such as "time limit", "speed up" and "night time matching". < P >

Jingdong pformed the accumulated resource endowment advantage into a differentiated competitive means, and eventually became a trustworthy and able to create new value supply chain management service providers.

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< p > > open a href= "http://www.91se91.com/news/index_c.asp" > platform mode < /a > is the online retail format with the goal of providing online trading opportunities and conditions to buyers and sellers, and taking online trading platform as the strategic core of large-scale revenue management. Its characteristics can be summarized as "building platform and attracting investment".

From the characteristics of industry value chain management, the open platform mode focuses more on cash flow and information flow. However, due to the poor involvement in product flow management, the related management objectives are more focused on the purchase of online shopping, so it is a market model.

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< p > < --EndFragment-- > Ma Yun's long-term thinking and practical experience in the field of electronic commerce is the resource endowment advantage of Alibaba.

Ali will provide an open online trading platform for buyers and sellers as a niche market, and scale the revenue management of trading platform as the core strategy.

In the early days, Ali focused on solving the problem of insufficient effective supply. Taobao attracted a large number of sellers through the free strategy to enter the open platform.

After becoming an industry leader, Ali seeks to further enhance effective demand, thereby enhancing the trading quality of open platforms.

For this reason, Ali split Taobao and Tmall, and invested important resources in building an open platform Internet economic mode, aiming to create an open platform with omnipotence, omnipotence and omnipotence.

Ali has also increased its input in advertising, promotion, and brand promotion. It continues to stimulate the overall participation rate, activity and purchasing power of the open platform, which has made the website traffic and the number of members significantly improved, and Ali has gradually formed a "soft and hard combination" of innovative business model and "open platform profit model".

Ali's active exploration and innovation in open platform management has made a unique "Ali model".

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According to the report of China's top 100 retailers and the international data analysis of Analysys, the 8 online retailers in China's retail industry, such as Zhongtian cat, Jingdong, Tencent B2C, Amazon China, Dangdang, vip.com, 1, and fan Kai Cheng, etc., have total sales income of 345 billion 960 million yuan in 2012, accounting for 14.5% of the total retail sales of the top 100 retailers, with an average sales growth rate of 134.1%, 113.9 percentage points higher than the overall sales growth of P, and the contribution to the overall sales growth of the top 100 retailers in China is as high as 49.6%.

It can be seen that online retailing has become a representative industry for creating new businesses and activating traditional businesses, with extensive commercial and social influence.

Facing the future, the outlook for the development of domestic online retail industry is: < /p >

< p > first, from < a href= "http://www.91se91.com/news/index_c.asp" > online retail > /a > to e-commerce.

Taking the "Trinity" management of product flow, cash flow and information flow in the industrial value chain as the goal, the business links between the internal and external activities of traditional businesses will be integrated electronically, informally and networkally, so as to push the commercial society into the era of electronic commerce as a whole.

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< p > Second, from mode struggle to technology dispute.

The domestic online retailing industry has entered the development stage of technology driven innovation, so as to realize e-commerce and mobile Internet.

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< p > Third, product flow informatization, cash flow intermediation, information flow intellectualization.

The "Trinity" management capability of online retail industry value chain elements based on niche market will become a necessary condition for industry competition.

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< p > Fourth, entering the era of mobile Internet.

Mobile Internet technology reserve and supply service resource integration capability will become the most important challenge for all online shopping platforms to win the future.

Affected by this, the open platform online retailer based on the Internet economy mode may reconstruct the business mode and profit mode combined with the characteristics of mobile Internet technology.

In the future, mobile location, intelligent information push, big data, O2O and other technologies will be more applied to enhance user online shopping experience.

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