In 2016, the e-commerce industry is changing, and e-commerce companies on the cusp should be ready to meet the next challenge. In this year, O2O companies have become low-key, and the alliance between giant companies has become more secure. Intelligentization is seen as the next era of the Internet after mobile Internet, and of course the new retail trend has also swept. How do e-commerce companies explore the future development space? Only in the future, the cloth will be advanced.
Keywords: practical work
The e-commerce industry, which has been repeatedly associated with the words "foaming" and "inciting", has become more pragmatic, both investors and practitioners, after nearly two years of baptism. Take the O2O industry as an example. Although there are still news that companies have obtained financing from time to time, it can be noticed that compared with the first half of last year, the still-successful startups are doing more low-key work. Survival has become the most important issue for entrepreneurs. The first share of the O2O of the housekeeping, e Tao Jie CEO Yun Tao has said that expanding the business model and enhancing the vitality of the company is the main work of the company this year. Once the same city express "one brother", the new president of the home delivery Liu Dongyu lamented from the return of Gome Anxun Logistics, the head office became more pragmatic, the next two years will be the company's two years of cultivation.
Since the beginning of this year, a number of Internet startups, including Boao Cars, Delicious Seven Seven, Magical Department Store, and Taotao.com, have closed down. Some of these companies have been hailed as “new stars†in the vertical e-commerce, but they have not withstood the test of capital winter and market competition. Unclear profit model, serious homogenization, and broken capital chain are no longer new words in the entrepreneurial industry. It is still a very small number in the industry that can be burnt out like a new one. When investors return to rationality, true innovation models, solid blood production capacity is an indispensable element of enterprise survival.
Keywords: strategic alliance
The jungle law of big fish eating small fish has always existed in the e-commerce industry. On the one hand, it is reflected in the living environment of small and medium-sized enterprises, on the other hand, it is also reflected in the trend of large-scale enterprises. Following the "Star Collision" of Ali Suning last year, the two companies have made new progress in this year, not only in the sales channels, logistics resources, etc., but also jointly established a new company "Cat Ning E-commerce" to further explore the synergy of online retail. Advantage.
Confronted with Ali Suning is a strategic alliance between Jingdong and Wal-Mart. This year, Jingdong has a great step in the progress of wooing its partners. In April, Jingdong took the business resources of Jingdong to the home and Jingdong Group and added 200 million US dollars to acquire Dada to establish a new company. In June, it won the No. 1 store from Wal-Mart in the form of a share swap; in October, Wal-Mart strategically invested in the new Dada 5000. Ten thousand U.S. dollars. At this point, the alliance between Jingdong and Wal-Mart was laid.
It is not difficult to see that cooperation among large-scale enterprises is not to occupy a greater voice in the fierce market competition. As far as the Ali Suning camp is concerned, one party has sufficient flow resources, and one party has a high-quality logistics system, which combines the two to benefit others. For Jingdong and Wal-Mart, the former needs to expand the category, while the latter hopes to open up channels in the domestic e-commerce market. The merger has become a catalyst for the new pattern of the industry. In the promotion of the giant group, the competitive landscape of the e-commerce industry has gradually taken shape.
Keywords: sharing economy
In the opening ceremony of Davos in the summer of 2016, Premier Li Keqiang said that the sharing economy is also a mass-produced economy. The deepening of globalization and the increasing popularity of the Internet have provided a broad space for people's entrepreneurship. Under this turmoil, such as Internet catering companies such as hungry, multi-point and other business super-O2O and home delivery and other timely distribution enterprises, collectively force crowdsourcing logistics, cloud micro-warehouse, innovative product development crowdfunding model is also booming. The essence of the sharing economy is to integrate offline idle goods or service providers to provide products or services at lower prices. As a result, second-hand commodity trading businesses such as idle fish and transfer have become the "new darlings" in the eyes of e-commerce players.
E-commerce companies have also opened a new door through the key to sharing the economy. In 2015, Suning Yunshang chose to open the logistics system built in more than 20 years, and open up the third-party logistics platform through full-speed development. Internally, it chose to accelerate the interaction between online and offline stores and transform the whole channel. From the results of the past year, for Suning Yunshang itself, the opening measures convert the previous cost unit of logistics and distribution into a profitable unit. From the perspective of e-commerce and logistics industry, it turns out that the concept of sharing economy is becoming the common direction of brand enterprises. In November 2016, Jingdong Group launched the new brand logo of “Jingdong Logistics†and officially announced that Jingdong Logistics will be fully open to the society in the form of brand operation.
Keywords: ecological closed loop
Even though LeTV has suffered a lot of controversy at the moment, the concept of “ecological chemical polymerization†that Lexus founder Jia Yueting once put forward has revealed the direction in which the e-commerce industry has generally exerted a year – creating an ecological closed loop. The concept of laying out the ecosystem and creating a closed-loop service is not new, but unlike the separate closed-loop of a certain industry chain in previous years, this year, enterprises pay more attention to the entire process from the procurement, marketing, payment, logistics, after-sales and other supply chains. To the comprehensive coverage of cross-industry businesses such as retail sales, on-site services, and cross-border e-commerce. As LeTV's “ecological anti-charge†campaign launched in July, new users can get 50% cash back 50% ecological spree benefits. By taking advantage of the easy-to-use car, LeTV is also driving sales of LeTV members, LeTV mobile phones, and TVs for easy use of new users.
For any Internet company, building an ecological closed loop is a way to improve the overall strength of the enterprise, create barriers to competition, and strengthen the ability to reap the revenue. For example, melon seeds used cars, Renren cars and other start-up companies that use the second-hand car transactions as a lever to shake the market, and finally put the profit growth point in the after-car and financial markets. E-commerce companies create an ecological closed-loop, for consumers, they can enjoy a one-stop shopping experience; for the enterprise itself, it is an effective way to compete for customer flow and tap new business value.
Keywords: intelligent
At the Wuzhen World Internet Conference, Baidu CEO Li Yanhong proposed that the mobile Internet era is over. It is difficult to see the "unicorn" by the enthusiasm of the mobile Internet. Artificial intelligence technology is the future opportunity. Whether or not this sentence is too arbitrary, it is enough to show that in the future Internet market competition, intelligence will be regarded as a plus point for enterprises. Jingdong and Suning, which have always pride themselves on self-operated logistics, have proved this.
This year's "Double 11" is not only a promotion campaign for Jingdong and Suning, but also a "black technology" competition around logistics and distribution. Among the smart devices developed by Jingdong, including intelligent handling robot AGV, SHUTTLE shelf shuttle, DELTA sorting robot, etc., such as drones and unmanned vehicles have been put into use in this year's "Double 11". Suning has enabled “Suning Yuncang†to become a magic weapon for Suning’s logistics technology capabilities and intelligent level through the use of automated warehousing and sagitar rotation.
In the battlefield of e-commerce, grasping the layout of the first machine and paying attention to the details of the service is the key to success. When the application of big data shows signs of emergence, e-commerce companies have already sniffed business opportunities with a keen sense of smell, and intelligent products can be big and big. One of the contents of the data connection.
Trend: E-commerce dividends fade
The growth of the e-commerce market has not touched the ceiling, but the growth rate has declined. Statistics show that from 2012 to 2015, China's online retail sales were 1.3 trillion yuan, 1.85 trillion yuan, 2.8 trillion yuan and 3.9 trillion yuan, respectively, with growth rates of 67.5%, 41.2%, 49.7% and 33.3 respectively. %. When e-commerce competes in the second half, the demographic dividend fades and entrepreneurs need to retain consumers in a more novel way.
It can be noticed that there have been some innovative forms that have gained recognition from e-commerce companies and consumers, such as VR/AR applications, webcast live broadcasts, and smart hardware. Taking Net Red Live as an example, in this year's "Double 11", Jingdong Group CEO Liu Qiangdong personally led Jingdong "12-hour marathon star live show"; Suning in his own retro business "Laughing Allure", invited hundreds of net red Live experience.
The purpose of formal innovation is to attract consumers' attention and drive consumption. However, in the current situation, it is still mostly gimmicks. It is not known how many increments can be brought to the enterprise. Of course, these emerging business forms are still in the early stages of development, and the next two or three years will be the process from germination to maturity, which is the stage of exploring the profit model, and will also be the stage of survival of the fittest.
Trend: rules tend to improve
At the same time as the e-commerce booming, it has ushered in the strengthening of policy checks. This year, new policies have been introduced in various e-commerce fields such as food regulation, cross-border e-commerce, medical e-commerce and online red live broadcasting. For example, the implementation of the Local "Internet Food Management Supervision and Management Measures (Trial)", the online shopping food was formally incorporated into the circulation supervision; the "48th New Deal" was introduced, and the tax policy for cross-border e-commerce was further elaborated; The notice made the medical e-commerce companies seek to break the curve.
The tightening of policy supervision indicates that the business model is gradually emerging from the grassroots period and is moving towards maturity. In the general trend of the rapid development of the online trading market, issues such as e-commerce complaints rights protection and online product quality rights protection have long been the focus of social attention. The development of water- and fish-fishing styles is not on the right track. Adjusting the pace of development of enterprises and adapting to the market environment, orderly expansion under the rules of the game will be the direction for e-commerce companies to seek new opportunities.
Trend: Welcome to the retail outlet
From O2O to omni-channel and now to new retail, the concept of online and offline integration is constantly being enriched. In November, the General Office of the State Council issued the "Opinions on Promoting the Transformation of Entity Retail Innovation", which mentioned encouraging online and offline superior enterprises to integrate market resources through various forms and foster new market entities for online and offline integration and development. The formation of the "new retail" wave merged into one. What does the new retail look like? For example, during the “Double 11†period, Ali’s comprehensive electronicization of more than 2,000 Starbucks stores, more than 4,000 KFC stores, and Intime Department Stores, Beijing Xidan Joy City, Shenzhen Coast City and other commercial entities is one of the forms.
The process of opening up a series of resources such as commodity stores, logistics channels, and passenger traffic is actually an attempt by online and offline retail companies to try to increase turnover and explore new models. In today's retail industry, online and offline integration is the trend of the times, the key to the problem is to solve the problem of efficiency. In the subsequent layout, on the basis of the existing business, the enterprise will find a partner for the new business to be developed, and it will be a faster and more efficient means to create a strong joint advantage.
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