Net Exposure Tmall Shop Seven Thousand Electricity Providers Matthew Effect Appears

< p > it has been said that pigs can fly at the draught of the Internet. In the era of electricity supplier's rise, many people earn the first pot of gold in Taobao. Now, when entering Taobao, it is as deep as the sea. With the increasing number of Taobao stores, the operating cost is rising. Some shopkeepers think Taobao has become the Red Sea. < /p >
< p > netizens recently broke the news that there were 7898 Tmall stores giving up the contract extension this year, and Tmall's operating costs were rising steadily, so that many Tmall shopkeepers were deeply hurt. < /p >
< p > at the recent 2014 China shoes and clothing industry electricity supplier summit, Peak Sport Products Co Limited CEO Xu Zhihua also said that the cost of opening the shop online is no less than that of the physical store. < /p >
< p > < strong > electricity supplier heading for the brand age < /strong > /p >
< p > the electricity supplier industry has gone through the search age, traffic age and fan era. Now it has come to the brand age. The new era is about hard work rather than opportunism. < /p >
< p > nowadays, the profit of electricity supplier flow has been gradually lost. According to the statistics, the scale of online shopping has decreased from 131% in 2008 to 42.31% in 2013. The ratio of online shopping to total retail sales has dropped from 1.31% in 2008 to 7.89% in 2013. The number of online shoppers has increased from 74 million in 2008 to 302 million in 2013, but the average annual growth rate has been reduced from 59.45% to 24.79%. The average amount of online shopping has increased from 1756 yuan to 6125 yuan, but the growth rate has dropped from 45.33% to 45.33%. < /p >
< p > < strong > Taobao becomes red sea < /strong > /p >
< p > "now the promotion cost has increased ten times more than three or four years ago." Quanzhou City Shang Bao Agel Ecommerce Ltd Lin Guo Shi said that before the through-train clicks once, it costs only a few cents and now it will cost a few yuan. Some special categories, such as the cosmetics for pregnant women now operating, have reached 50 yuan. Due to the adoption of bidding system for through-train cost, merchants can get the advertising position of search results page by bidding ranking method, and the advertised position of bidding rank will also make the platform marketing environment more brutal, and the Matthew effect between businesses is aggravated. As a platform, Tmall Taobao will get a lot of money. < /p >
< p > Lin Guoshi said, Taobao department is advertising revenue model, the essence is selling traffic. Businesses must pay huge promotional fees to stand out on the highly competitive Tmall platform. Although compared with shopping malls, Tmall's demand for businesses is not high, but many Tmall stores need to buy customers through direct train, Amoy promotion, drilling and exhibition in order to survive. < /p >
< p > not just promotion costs, labor costs, margins are also rising, Lin Guo Shi said, now opened a Tmall store margin of about 110 thousand, technical service fees to 60 thousand, and ask artists to make products, decoration shop monthly pay five thousand or six thousand. Plus logistics costs, packaging costs, taxes, and so on, gross profit to be more than 40% in order to profit. < /p >
< p > senior business expert, Wan Qing consulting CEO Lu Zhenwang said that every year about 6000000 college graduates graduated. Last year, the number of "double eleven" shops with orders was only about 2000000. In fact, according to the calculation of orders, the number of online shops that could raise the living people was only about one million. Moreover, the online shop now needs strong resources and professional skills, and the vast majority of new graduates are now fooling themselves to death. < /p >
Zhao Tao, chairman of Fujian fashion group and vice president of Quanzhou E-Commerce Association, also said that the threshold of Taobao is getting higher and higher. College students do not necessarily have to start their own business through Taobao. The most important thing is to clarify their goals and make career plans for themselves. < /p >
< p > < strong > 4 brand era approaching < /strong > < /p >.
< p > "the era of Taobao speculation has passed, and now it has entered a more transparent market competition era." Zhao Tao believes that the electricity supplier industry has gone through the search age, traffic age and fans era. Now it has come to the brand age. The brand age is fighting hard rather than opportunistic. < /p >
< p > in the search era of the electricity supplier, the seller and the buyer achieved the first interaction through the search function. The early Taobao web page was simple and not much activity, mainly relying on search to achieve traffic realisation. In the era of electricity supplier traffic, the boom of Internet users has created the prosperity of traffic. After 4 years, it has been known as the era of traffic dividends. In those 4 years, who can play activities and who can smash money and rush to traffic can achieve success. In these two periods, the cost of traffic is relatively low, and there are many opportunities for the rise of new stores. In the third stage of fans, it is the core mission to create a loyal community system. Through improving user experience, improving service value-added and peddling brand culture, we cultivate a batch of die loyalty powder, which is a typical example of millet. < /p >
< p > now the electricity supplier has arrived in the 4 era, that is the brand era. In 2012, a large number of traditional brands poured into Tmall. The traditional Brand Company has struck the original electricity market with its deep brand sedimentation. The brand relies on popularity to save the flow cost greatly, thus occupying the advantage. The soul of the brand age is quality win and customer stickiness. This is not the same as the old era of low price explosion and brush drilling. < /p >
< p > in his view, the exit of the more than 7000 Tmall stores is the result of market washing. The so-called natural selection, survival of the fittest, and the elimination of those who are lacking in strength are the natural metabolism of a business ecosystem. Zhao Tao thought that Tmall could not be denied Tmall because of its higher operating costs. It could only be said that the market competition was more intense. In the past, the era of researching explosive money, throwing money into direct train and drilling exhibition has passed. Nowadays, insisting on quality is the king's road. "Strength can not support and fall down is right." < /p >
< p > Zhao Tao has worked as a brand agent for many years, but since the end of last year, he has gradually cut down the operation of the generation. He thinks that the simple operation mode of the stock market has made it difficult for the inventories to be sold. Therefore, only the combination of online and offline can make a bigger profit, and there is no dilemma for others. Through online and offline integration, brand development and network wholesale or network customization is the most reasonable mode of electricity supplier operation. < /p >
< p > "we have completed the supply chain integration, created several shoes and clothing brands, and will guide dealers to complete the online layout in the future, and ultimately achieve seamless connection between online and offline." He believes that to control the back-end production and supply of electricity providers, grasp the fast and flexible supply chain will have great advantages. Now the footwear industry is in the doldrums. Many shoe and clothing factories have assets ranging from several million to tens of millions. < /p >
< p > Lin Guoshi also believes that the era of making money in the past lying in Taobao is gone forever. Now only 1/3 of Taobao stores are making profits, Matthew effect has already appeared, and there are not many opportunities left for Taobao newcomers. He believes that only the electricity suppliers with factories, teams, and three capital resources can survive. < /p >