Traditional e-commerce no longer has a chance

Yes, traditional e-commerce doesn't stand a chance anymore, especially for us small agricultural operators. In any industry, there is a transition from germination to development to maturity and decline. Budding and development period has the greatest opportunity, but also the dividend period of any industry, in this dividend period to enter, standing in the wind, the pig can also be on the sky. However, now the e-commerce, has entered a mature and stable period, has long passed the dividend period, now the e-commerce, is a red sea, and even more than the traditional industry competition is even more fierce, the opportunity has not existed, or for ordinary practitioners, the door of opportunity has been closed early!

The status quo of traditional e-commerce:

It can be divided into two main types:

(1) Taobao, Jingdong mode

(2) micro business model

In Taobao Jingdong mode, should be many colleagues have done, I believe that there are certainly colleagues are now also in the process of doing, and there should be doing quite well. But the status quo is the traffic cost is getting higher and higher, the profit is getting thinner and thinner, the competition is getting more and more intense.

Micro business model: through the circle of friends and the establishment of a distribution system to go goods. This should be said that each of us have involved, I believe that there are also doing well, but, just ask a question: can the amount of not?

Now the electricity supplier can be on the amount of Taobao Jingdong invested a lot of money, or has been established above the stable brand and customer source. Another is the distribution of goods, but the establishment of a distribution system for small units, it is not an easy thing, while the operation of the distribution system is also a professional work, not casually good.

E-commerce at this stage, the fight is cost control, quality control and operational capacity.

Cost control: to agricultural products or fruit analysis, according to Shentong's data analysis, now the cost of a piece of goods in the e-commerce, non-direct costs have accounted for 60% or even higher, that is, the total cost of a piece of goods of 10 yuan, the product itself is less than the cost of 4 yuan. Looked at another way, a pound of fruit costs 4 yuan, sold through e-commerce, the cost may be raised to 10 yuan, the middle of this 6 yuan are consumed by the middleman we want to try to revolutionize away from the alternative, namely, packaging, transportation, labor, operating costs, etc. (in order to to overthrow a tyrant, the introduction of another tyrant). If e-commerce can't sell at a very good price, going e-commerce is better than going through the traditional wholesale channel, it's less hassle, easier, and less risky.

Quality control: E-commerce quality control is life, not too much. You invested huge resources, set up a channel, began to walk the goods, you can 9 times to make consumers happy, but a problem, you may lose all the consumers, and agricultural products, quality control links are too many, the key is that many links are not you can control. The cost of quality control is also huge, especially if you want to go for volume. Just sell a few pieces of goods in the circle of friends, not in the scope of this article.

Operation ability: In fact, now the core competitiveness of e-commerce, not the product, but the operation. There are too many products, quality products are too much, we have coronation, Alibaba have, and the price is lower than your price, the quality is also good, people a generation of hair, do not need to pressure goods, do not care about quality control, after-sales people all dry, sellers just sell goods on the line, so that: I have something good, this really can not be the reason for the goods sold out. Can really do up the e-commerce, the core is the operation, operation, including the most basic copywriting, artwork, planning, promotion to brand promotion, construction, channel expansion, and then to the establishment of the community, operation, and finally the construction of the distribution system, operation. The whole is a very systematic, huge project, now is not 1,2 people open a store can do a good job of the times, the spell is professional ability, and these resources, in fact, are very expensive. I'm not sure how everyone is above the test water e-commerce, but those who have done it should know that now do e-commerce, not 10,200,000 can start to do, can do a good job of things (discussing the universality of the case, the case will always be the case).

Coronation set up an e-commerce industry association, is a very good thing. E-commerce is not a few years ago the e-commerce, fighting alone has been very difficult to survive, embracing the warmth of the group may be able to kill a bloody road.

From the above analysis, we can draw a simple conclusion: traditional e-commerce is not suitable for small units to do, small units of the best direction is to go micro-business, at a very low cost to establish their own stable customer base, make full use of the resources of the circle of friends to help their own goods. This Wang Shihong Wang's loquat this year in the general environment is very bad situation, but also to make good results should be attributed to this, there is an opportunity to Wang should be out to share share.

And from the perspective of a regional brand building, driven by local agricultural products on the volume, micro business is far from enough, while micro business has been over the dividend period, and now also slowly return to the operating difficulty is also very large, as for the construction and operation of the distribution channel, there is no large amount of resources invested in the absence of a professional team, basically, it is very difficult!

So to do a good job in the electricity business, what resources do you need to have to do a good job?

Or, if I have what resources and capabilities, the goods can be sold.

1, customers

It is very simple, as in traditional business, as long as there are people, goods can naturally be sold, the only thing to consider is the cost of customer acquisition. As long as the cost of customer acquisition is low, sold also a little profit, is can always do and make money. The simplest but also the most difficult, now millions of Taobao store owners are actually working for Ma Yun. How to get customers? It seems to have customers as soon as they come, this is unrealistic, smashing money to get, this is not long, it is likely to lose money.

2, brand ?

? I have a very powerful brand, brand awareness influence are ok, hanging out on someone to buy. This stage we also do not have, even coronation ham, go out, the brand's influence is still weak, from an overall point of view, coronation lack of brand effect, the launch center, Lingshan Temple, Yihai Alignment, etc., have not given coronation this branding to provide much value. And the construction of local brands should become a local focus.

Here's an example: Hanyuan's big cherries why call big cherries? Why not call the car cherry? They would have been a thing, why does the government want to unify all the names of big cherries?

Difference, recognition!

I'm different from you, your Cheerios are Cheerios, and people don't think of Hanyuan when they talk about Cheerios, so I can't call them Cheerios. I have to call a name that is not the same as yours, say the name represents me Hanyuan, Hanyuan's brand out, it can drive other products.

3, distribution system

Now there is no, there is that there is no scale, not enough to support. Then can we establish our own distribution system? Can, and the establishment of a distribution system is the most stable way to go, but not overnight success, the establishment of the system is a systematic project. Before the construction of the system, the offline system must be built to maturity, in order to support the operation of the line, which, in turn, is a systematic and high-cost work.

4, community

Can we build our own community, and then fission through the community, and gradually build their own distribution system? Yes, each of us actually has a community, but each group actually has its own theme, as in our group, nothing to do with water is sure to be kicked out. So how to establish a community based on selling goods, and this community can also continue to fission, and ultimately to form a huge number of communities? This is also a seemingly very difficult to do. But it is not impossible to achieve, the key is: what do you have to attract others willing to constantly join the community? If you have such a valuable thing that attracts people to keep joining, then community building is ok.

The community: in fact, different from the traditional WeChat group, the future of the community on the development of social and economic influence, may be beyond everyone's imagination. From a centralized economic model to distributed collaboration, communities will play a pivotal role in the development of the road.

5, talent

Assuming that you have a valuable thing, this thing can also attract users to, but the establishment, maintenance, operation of the community still need to nn more kol (opinion leader) and talent to do, whether there is such a talent, whether it is able to attract capable talent to join? How much value can this thing provide to these talents in return? Can the project really attract them to participate? If not, then, only high-priced recruitment, and high-priced recruitment of a very likely result: burning money, the ultimate end is likely to remain a failure!

6, the project itself

Back to the original point, to do e-commerce or to do other projects, must be the project itself is ok, the project has a strong profitability and vision, so that the first step to attract capital investment, the second step to attract talent to join, the third step to attract the user's support, and ultimately the formation of a positive feedback mechanism, to achieve the success of the project.

Core: A point where everyone can participate and is willing to contribute may be the fulcrum to pry the snowball.

But: is there something attractive about selling goods? Or can it be made into something attractive?

This is a topic worth exploring!

Today, the first to raise some questions, in front of all the bosses in the class, the pressure is actually so great, but throw a brick to attract jade, I hope that for the text is not right, inappropriate places please correct, discuss, because personal knowledge will inevitably be wrong and biased, the more the truth the more clear, and I hope that the discussion can be the Coronation's development to make a so little contribution.

The latter will continue to write out some of the thinking of the last few months, thank you.