What are the core competitiveness of e-commerce companies?

Ecology: Ecology is the ecological chain. At present, few online names behave as complicated as online shopping. When we browse the web, we just open the web and then close it. The network promotion of enterprises is nothing more than choosing platforms and publishing. The simplicity of these behaviors does not require high standards for Internet companies. However, online shopping involves logistics, payment, after-sales and selection. Simple internet companies can't handle these things, and they must have strong resources to cooperate. In other words, it is necessary to build an ecological chain of e-commerce. Taobao is a pioneer in building an ecological chain, so it has become a leading e-commerce. On the other hand, let's look at Netease again. Netease was once considered as a pure internet company. Because Netease is "pure", the official can never do it in the field of e-commerce. So some people think that the ecological chain is the core competitiveness of e-commerce.

But I have to say no, indeed, the ecological chain was once the core value of e-commerce and made Taobao. However, when the ecological chain of e-commerce has been perfected and the ecological chain has been opened, such as the diversification of e-commerce payment system, it is not just Alipay. In this way, the e-commerce in the ecological chain has been retained and will not become the core competitiveness. Otherwise, it can't explain why many second-tier e-commerce companies have a perfect and experienced ecological chain, but the pace of development is very slow.

Source: I have also contacted some friends who want to be independent e-commerce. I asked, what do we have? Many people reply: goods. It may be a batch of goods squeezed by department stores for many years, or it may be that a batch of goods can be organized by relying on the relationship of manufacturing industry. In their view, this is obviously the core competitiveness of e-commerce? Because their "goods" are lower than the prices of offline formal channels. However, as far as I know, very little has been done. Including some treasure companies in the Pearl River Delta region with a large inventory of goods. The supply of goods is indeed a core value of e-commerce. In the early days of Taobao, students in Yiwu could earn millions through e-commerce, relying on the tight supply of goods-qualified low-cost and stable supply. However, this has become the past. Now Tmall single products can sell hundreds of thousands a day, relying not only on "goods".

Traffic: Traffic is also considered as the core competitiveness of e-commerce. In the past, e-commerce wars were mainly traffic wars. Especially during the holiday season, fighting traffic is the only way to promote the sales of e-commerce platforms. Some small and medium-sized e-commerce companies have detailed traffic import and purchase strategies. Where is the traffic? The biggest traffic on the Internet is in portals, social networks and portals. However, we found that Internet companies with these flows are always weak in e-commerce. Baidu with portals, Netease, Tencent and Sohu with portals, Weibo and WeChat with social contacts are all powerless to e-commerce. In the end, it just became a place for traffic transactions, not a place for e-commerce platforms. Therefore, whether traffic is the core competitiveness of e-commerce is debatable.

Brand: Some people think that brand should be the core competitiveness of e-commerce platform. Indeed, the e-commerce we can name is also a successful e-commerce, with a large number of users and goods and high sales. But this is a question of "chicken lays eggs or eggs lay chickens". Is it because sales, merchants and users have shaped e-commerce brands, or is it because e-commerce brands have gathered merchants, users and products? This is the first doubt. The second doubt is that some branded e-commerce companies are on the verge of bankruptcy in just a few years. For example, Dangdang, there are many e-commerce brands that have risen, and will soon go bankrupt, launch and be merged. Therefore, the brand is not necessarily the core competition of e-commerce.

Of course, there are many other terms that are considered as the core of e-commerce, such as "planning", "service" and "logistics", so I won't refute them one by one. For the discussion of the core of e-commerce, two laws can be found.

Two laws of e-commerce

First, the core competitiveness of e-commerce changes with the changes in the e-commerce market. In the early stage of e-commerce, the core competition may be the industrial chain, and Taobao is based on this. However, when JD.COM and others established a perfect industrial chain, this core competitiveness ceased to exist. When e-commerce competition is fierce, traffic may be the core competitiveness, but when e-commerce integrates mergers and acquisitions, the factor of traffic can be retired.

Second, different e-commerce formats have different core competitiveness. B2B e-commerce, the core competitiveness of a period may be more concentrated on brands and businesses. C2C e-commerce may focus on the supply of goods. B2C e-commerce may focus on products and e-commerce services. O2O e-commerce may be more focused on planning and the like.

Then, we also want to ask: What is the core competitiveness of e-commerce? What about an eternal core competitiveness?

In my opinion, it is nothing more than two.

One is the ability to serve buyers. Can you provide a convenient and safe e-commerce shopping environment? Can you give me products that meet or even exceed my expectations? Can you provide perfect after-sales service? Whoever serves the buyer well, we will choose to shop online there.

The other is the ability to serve the seller. Can you guide me? Can you promote my sales and build my brand at the same time Can you provide some necessary data for my marketing? Whoever serves the seller well will choose where to settle down.

Except these two, everything else is empty.

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