Online Shopping Should Not Become A Low Quality Pronoun.

The virtual festival of "double eleven" has become the carnival of Chinese online shoppers.

Starting in 2009, five years, from tens of millions of sales in 2009, to last year, only one Taobao household appliance dealer turnover exceeded 35 billion in November 11th. "Double eleven" as a witness to the miracle of China's network sales industry has become the unique symbol and proof of the rise of China's online shopping.

The growth of geometric progression is unbelievable in every dimension of e-commerce development, from time dimension to space dimension.

At the executive meeting of the State Council in October 29th, Premier Li Keqiang pointed out that "the singles day" created by the development of electronic commerce in the past few years has created a boom in online shopping and is a major highlight of consumption growth.

It also expressed the need to create conditions in information infrastructure support, logistics facilitation and other aspects to promote the development of online shopping in China.

From the general public to the prime minister's attention to a virtual "singles day", it reflects the incredible vitality and unlimited possibilities of the Chinese Internet retailing industry in the process of China's economic pformation.

In China's special background, the rise and fall of any industry seems to have some logic of breaking the conventional thinking in China, where the economy is growing rapidly and new industries are constantly acquiring gold opportunities.

Especially in the emerging e-commerce industry, it seems very difficult to deconstruct the rules of normality.

Less than 10 years' history of China's electricity supplier shows that the retail market has become the most rapidly developing industry in China: according to the Ministry of commerce data, in 2013, the volume of e-commerce pactions in China exceeded 10 trillion yuan, an increase of 26.8% over the same period last year.

Among them, the retail sales volume exceeded 1 trillion and 850 billion yuan, an increase of 41.2% over the previous year, accounting for 7.8% of the total retail sales of consumer goods. China has replaced the US as the largest retail market in the world.

Moreover, with the application of new technologies such as mobile Internet and big data, the golden age of China's online shopping growth is just beginning. The data in the first half of this year have proved this: in the first half of the year, the volume of e-commerce pactions in China is about 5 trillion and 660 billion yuan, an increase of 30.1% over the first half of this year.

The scale of the online retail market is about 1 trillion and 100 billion yuan, up by 33.4%.

However, in the beautiful

Behind the "double eleven" shopping carnival, however, is the weak competitiveness of China's online retail industry due to the severe price competition and the serious convergence of the competition mode.

With the normalization of online shopping, most of China's electricity providers are still indulging in holiday revelry. They fail to realize that online shopping has become a part of the daily life of many Chinese people. Many of them still remain in the low price strategy and short-term promotion when the industry has just started.

Because of the long-term price war, China's online retailing industry has never had the opportunity to create differentiated business models, and there is a big gap in the customer experience, service quality, logistics and information technology.

Take every "double eleven" as an example, even though sales receipts are extremely experienced, almost all businesses have harvested beautiful data, but also harvested huge amounts of financial black holes. At the same time, due to concentrated shopping, payment and platform systems are not able to withstand the test.

For systems and logistics designed according to the daily volume of pactions, the volume of traffic surged by tens of times is bound to cause congestion and paralysis, and the system is overburdened.

As Hu Yanping, founder of China Internet data center, thinks, "this is another wave of discount season, which ignites the rational mature development of China's e-commerce by igniting irrational consumption."

In fact, after less than 10 years of rapid growth, China's

The ecology is changing quietly.

According to Nelson's latest report, although the price advantage of the e-commerce platform is obvious to consumers, Chinese online consumers are becoming increasingly mature and differentiated, and prices are no longer the most important factor affecting their online shopping.

With the normalization of online shopping, China's electricity providers should pay attention to the fact that today's consumers are not simply paying attention to prices, but pay more attention to the quality of products and the high quality service experience behind online shopping, as well as the interaction and participation in the online shopping process. That is to say, China's online shopping has actually entered the "new Consumerism Era" which Liu Qiangdong of Jingdong has paid more attention to consumption quality and consumption experience.

If an electricity supplier still stays in the price war, he is still intoxicated with the beautiful sales figures on the "double eleven" day, while ignoring the consumer experience, sooner or later, he will be overtaken by competitors and eliminated by the industry.

Without doubt,

The space of online retailing is still very large. According to the Ministry of industry and information technology's "e-commerce 12th Five-Year" plan, the volume of e-commerce pactions in China will quadruple in 2015 and exceed 18 trillion yuan.

Among them, the volume of online retail pactions will exceed 3 trillion yuan, accounting for more than 9% of the total retail sales of social consumer goods.

Such a huge market prospect, if competitors in the industry only stay at the low price promotion and price war, instead of shaping the competitiveness of the electricity supplier enterprises in the industry mode and the maximization of consumer rights, meet the new consumption needs of more network consumer groups, and accelerate the pformation of the industry to service oriented.

Even bigger cakes will soon taste bad.

In this regard, China's online shopping needs to bid farewell to the "double eleven" craziness and return to the normal high quality rationalism.

Online shopping should not be synonymous with low price and low quality shopping experience. It should become a synonym for fashion and beautiful experience.