First of all, the cost advantage of online sales. Due to the long-term good cooperation between Dangdang and publishing suppliers, Dangdang has established a strong supply chain system, which can purchase in large quantities and greatly reduce the procurement cost. At the same time, Dangdang will get a lot of rebates from suppliers at the end of the year, which will reduce its procurement cost again; Secondly, for shopping websites, it has the value of media communication and increases another business income; Thirdly, online product groups have high profit margins, such as books in stock of publishing houses, and websites can also underwrite, customize and buy out products for sale at low prices. At the same time, department stores, gifts, ornaments, etc. For the new product line, it can be sold by OEM, with high gross profit space, which makes up for the loss of low prices of other product lines; Fourth, online shopping has no store cost and can be tracked and promoted according to customer needs. Market advertising costs are relatively low, and the overall operating costs are low.
At the same time, online shopping provides users with a convenient way to buy, as long as simple network operation, staying at home, you can deliver goods to your door, and have perfect after-sales service. At the same time, buying goods from Dangdang and other places can achieve door-to-door delivery and cash on delivery, ensuring the safety of online shopping. These are the reasons why customers are keen on online shopping and online sales are growing rapidly.
The Development of Online Shopping in China
As early as 1999, China's Internet Prophet began to set up a B2C website, dedicated to promoting online shopping in China. However, this practice was widely questioned by economists at that time. This kind of questioning mainly comes from three aspects:
First of all, will there be enough consumers shopping online? The answer is none. By 2000, the number of Internet users in China was only 8.9 million, and most people did not form the habit of online shopping. So online shopping will not have a big market.
Second, can online shopping solve the logistics distribution problem? The answer is no, online shopping needs a nationwide logistics distribution system, and the rapid logistics and rapid distribution industry at that time was still in its infancy. When many economists talk about logistics and distribution, they think of China Post, and more and more feel that there is no solution to the logistics and distribution problem.
Third, can online shopping solve the problem of online payment? The answer is no. China people like cash transactions, but they haven't formed the habit of spending with credit cards. Now they are required to input bank information directly on the Internet and realize bank transfer directly through the Internet. It is obviously impossible to solve this problem in the short term.
However, in the later time, these doubts were not a problem, and they have been solved by large shopping websites, express delivery companies outside the postal service and many third-party online payments connected with major banks.
Since 199 1, EDI (Electronic Data Interchange) has been applied in customs, foreign trade, transportation, shipping and other departments, and the process of gold card, gold customs and gold tax has begun. 65438-0996 The Ministry of Foreign Trade established China International Electronic Commerce Center. From 65438 to 0997, online bookstores began to appear, and online shopping and China commodity ordering system began to appear. On July 1998, the website of China Commodity Exchange and Market was officially launched, and e-commerce projects were launched in Beijing and Shanghai.
1at 3: 30 pm on March 6, 998, the first online e-commerce transaction in China was successful. Mr. Wang Guiping of CCTV purchased 65,438+00 hours of online time from Century Internet Company through the online banking service of Bank of China. On March 18, Century Internet and Bank of China officially announced the news. Soon after, a container truck loaded with Compaq computers with a value of 6.5438+0.66 million yuan was delivered from Shaanxi Huaxing Company in An to Beijing Haixing Kenzo brand computer company, which was the first e-commerce contract generated in China on the network of China Commodity Exchange Center. Since then, Internet e-commerce has moved from concept to application in China.
The end of 1999 was the climax of the Internet, and more than 300 online companies engaged in B2C were born in China. In 2000, the number of these Internet companies increased to 700. However, with the decline of Nasdaq, only three or four people will be impressed by 200 1. Then online shopping experienced a long "cold winter".
SARS opened a new era of online shopping in China. In the face of the attack of SARS, most people are trapped indoors, but if they want to buy what they need without going out, they can only rely on the internet. Many people with strong awareness of prevention also try to shop online. At this point, more and more people realize the convenience of "ordering online and delivering goods to your door", and more and more people are beginning to accept online shopping. After SARS in 2003, more and more people began to participate in online shopping. China's early B2C pioneers, represented by Dangdang and Zhuoyue, started with books, which are low-priced and standardized commodities, took online shopping as the breakthrough point, and gradually established their own market base with the help of express delivery and cash on delivery, and gained rapid growth after the cold winter of the Internet.
With the development of economy, online shopping has gradually reappeared. In 2005, Dangdang achieved 440 million annual sales, which greatly exceeded the expectations of most investment institutions two or three years ago. This figure proves the success of AMAZON.COM (the famous e-commerce website Amazon) model in China, and also proves the excessive pessimism of economists and the greatness of market forces.
In addition to Dangdang and Zhuoyue, a comprehensive online shopping mall that cut into the market with books, two C2C websites, Taobao and Yi Bei, have also sprung up, coming from behind in terms of transaction volume and achieving great success in a short time. A number of professional shopping websites with clear positioning, such as Babaibai, Billion Mall, NO5 Fashion Plaza, Japan-US-Japan Service Network, Global Travel Network and 18900 mobile phone network, have also developed rapidly.
The eve of explosive growth
Since 2006, the online shopping market in China has entered the second stage. After the cultivation of a number of websites such as Dangdang, Zhuo Yue and Taobao in previous years, the number of netizens has increased by more than ten times compared with 200 1. Many people have the experience of online shopping, and the bottlenecks such as transaction reputation, logistics distribution and payment in the whole e-commerce environment are gradually being broken.
Since 1999, the logistics distribution problem of online shopping has been continuously improved. By 2005, logistics distribution will no longer be a problem for Dangdang, D 1 Convenience Network, Taobao and 18900 mobile phone networks. A very grass-roots logistics system, including multi-storage centers, batch transportation in different places, local express delivery and so on, has begun to mature, which has played a substantial supporting role in the development of online shopping in China. Online payment methods have also made a major breakthrough. Cash on delivery was once the main transaction mode of online shopping, and most people have no confidence in the development of online payment in China. But judging from the innovation of commercial banks and the development of third-party online payment tools in 2005, many people began to become very optimistic.
It seems that overnight, the stumbling block that originally affected the development of online shopping in China no longer exists. According to the 2004 China Online Shopping Research Report issued by Shanghai iResearch Market Consulting Co., Ltd. at that time, it is estimated that the online shopping market in China will reach 87 1 100 million in 2005. However, the actual number far exceeds this scale. According to the figures released by CNNIC, the online shopping scale in China reached 654.38+0 billion in the first half of 2005, exceeding 20 billion in the whole year.
In 2007, the online shopping market in China developed rapidly, and the transaction scale of C2C e-commerce and B2C e-commerce markets increased rapidly 125.2% and 92.3% respectively. According to the latest "2007? According to the data of China Online Shopping Development Report in 2008, the B2C e-commerce market in China reached 4.3 billion yuan in 2007, among which Dangdang ranked first with a market share of 14.6%, and the gap with Zhuo Yue gradually narrowed, reaching 1 1.9%, followed by Beidou Mobile Network and JD.COM Mall, with 9. 5% respectively. In 2007, the transaction scale of C2C e-commerce market in China reached 51800 million yuan, of which the transaction share of Taobao reached 83.6%. Due to the running-in period of the joint venture between Tom and Yi Bei, the overall transaction situation in 2007 was not satisfactory. Paipai.com surpassed Tom Yi Bei for the first time, ranking second with 8.7% share.
Online shopping is growing at an average annual rate of 50%. In 2009, the market scale of online shopping in China will actually approach 654.38+000 billion. Considering the factors that will affect the development of online shopping market in China in the next three years, there are many favorable factors on the whole. Therefore, iResearch predicts that by 20 1 1, the online shopping market in China will reach 406 billion yuan.