This huge contrast makes us think deeply. What is the truth behind the seemingly "prosperity" of e-commerce? E-commerce stands at the fork in the road of historical development. Where should it go?
Status:
First, the scale of e-commerce transactions in China has maintained a rapid growth trend, and the economic benefits brought by the scale growth will continue: during the Eleventh Five-Year Plan period, the total amount of e-commerce transactions in China has increased by nearly 2.5 times; 20 1 1 year, the overall transaction scale of China's e-commerce reached 5.77 trillion, up 28.3% year-on-year, and the growth rate was 6.3 percentage points higher than that of the previous year, maintaining a high-speed growth trend of more than 20% for many years. Second, B2B e-commerce has a stable market position, which has become a key factor to boost the traditional economic field: in 20 1 1 year, the online shopping transaction volume reached 899.7 billion yuan, up 72% year-on-year, accounting for 4.9% of the social retail transaction volume from 3.3% in the previous year. Third, the penetration rate of online shopping users has risen rapidly, and the proportion of social retail has continued to rise: 20 1 1 year, the scale of online shopping users in China has reached 654.38+94 million, and the user penetration rate has increased from 35.6% in the previous year to 37.8%; The online shopping transaction volume reached 899.7 billion yuan, up 72% year-on-year, and its proportion in the social retail transaction volume rose from 3.3% in the previous year to 4.9%.
Question:
In the future, e-commerce in China will continue to grow and lead the virtual economy in China to continue to develop and prosper. However, it should be noted that e-commerce in China still faces some problems and challenges, mainly in the following four aspects:
Question 1: B2B e-commerce faces the development dilemma of how to deeply integrate with the "real transaction link". At present, the development of B2B e-commerce presents an inflection point. Take Alibaba as an example. 20 12 in the first quarter, the company's operating income decreased by 4.2% month-on-month, and its net profit decreased by 25% in the same period. The chain decreased by 12. 1%, and the number of member enterprises showed signs of decreasing. E-commerce platform only provides basic services with low added value and high homogeneity, such as "yellow pages publishing" of transaction information, which is difficult to attract a large number of small and medium-sized enterprises to enter and maintain the scale economy development model. How to strengthen the deep integration of e-commerce with manufacturing enterprises and commercial enterprises in the future, especially the close integration with the actual transaction links and production links (including procurement, production and sales) of enterprises, will become the key factor to determine whether B2B can break through the bottleneck of development.
Question 2: The dilemma of price competition brought by B2C "amplification" offline traditional marketing mode. Traditional manufacturing and commercial enterprises have gone from piecemeal to large-scale and widely used e-commerce, and online products are seriously homogenized, marketing costs have risen sharply, vicious price wars have occurred frequently, and competition is extremely cruel. At present, B2C e-commerce companies have launched large-scale subsidy promotion, and JD.COM, Tmall and Dangdang have thrown out cash subsidies of up to several hundred million yuan to attract users and seize market share. Burning money marketing is unsustainable, facing the similar development dilemma experienced by offline retail enterprises, and is in urgent need of transformation.
Question 3: How to treat oligopoly competition in C2C e-commerce market? Last year's "Taobao incident" caused a heated discussion on the monopoly competition in C2C e-commerce market. The concentration of e-commerce market in China is generally high, especially in C2C market. Taobao, Paipai and Yi Bei occupy 100% of C2C market share, while Taobao's market share of 90.4% can be described as "one dominant company". Although the technical barriers, capital barriers and policy barriers to e-commerce market entry are generally low, early entrants have seized absolute market share in just a few years, and the competitive pattern of a few oligopolies has gradually surfaced. In the future, with the increasing control ability of e-commerce platform on the upstream and downstream industrial chain links, it will inevitably have an adverse impact on the reasonable pricing, business model innovation and market rules formulation of C2C market, and the government urgently needs to solve the problem of how to create a more fair and open market environment.
Future development trend
At present, the scale economy growth of e-commerce in China is greater than the growth factor of enterprise value, and the growth base has slowed down and become unstable. Only by strengthening the "value concept", finding the service differentiation between e-commerce and traditional commerce, and reflecting the existing value of the industry with high-end value-added services, can real growth be realized.
Deep application: B2B and production supply chain are organically combined, and efforts are made to become the leading industry of modern producer services. In key industrial fields such as raw materials, equipment manufacturing, consumer goods, electronic information, national defense science and technology, deepen the demonstration application of e-commerce, promote the integration of e-commerce platform with internal business and management information systems of enterprises, realize the integration and collaboration ability of enterprises from the supply chain of "procurement, manufacturing, circulation, warehousing and sales", promote online collaborative research and development, design and manufacturing among enterprises, and enhance the organic transformation and connection of products, finished products and inventory products; At the same time, support large industrial enterprises to use e-commerce to enhance the synergy with downstream enterprises in the industrial chain and improve the level of product distribution and after-sales service.
Innovation mode: Improve the information integration and value-added services of B2C platform, and realize the strategic transformation of "C→B" business model. B2C platform completes the transformation of "face-to-face" consumption pattern between e-commerce enterprises and users in the form of data, and accumulates massive user basic information and transaction data. As a bridge between enterprises and consumers, B2C e-commerce platform should give full play to its information aggregation and mining capabilities, realize the organic connection between large-scale homogeneous production capacity of enterprises and individual needs of consumers, and guide e-commerce enterprises to gradually transform into "flexible on-demand production, personalized precise positioning and socialized core focus".
Perfect integrity: Give full play to the service ability of C2C third-party credit platform and rebuild the cornerstone of long-term development and healthy competitive market. Establish a third-party credit service system based on C2C e-commerce platform, and establish a credit management system with "product quality level, merchant service ability and buyer's consumption credit" as the core link to realize the transparency and symmetry of transaction information between buyers and sellers; The idea of "competitive ranking" driven by short-term interests has changed, forming a search service function based on "honest ranking"; Combine credit management with the entry and exit thresholds of C2C market, reward integrity, punish violations, and create a healthy and benign competitive market environment.
In addition, with the innovation of information technology and the innovation demand of business model, future e-commerce will leverage with emerging platforms such as social networks, mobile Internet and location services to perfectly interpret the external development trend of cross-platform integration and expansion of "SoLoMo".
In the future, the development of e-commerce in China will face the bottleneck stage of long-term development. However, we should firmly believe that through the continuous creation and unremitting progress of active subjects at various levels of industry, market and enterprise, the new business model of e-commerce will surely mature, the value concept of value-added services will surely be clearly positioned gradually, and e-commerce in China will surely shine on a broader stage.