E-commerce decentralization case
Publish: 2021-04-14 15:15:33
1. Excerpt: yishop e-commerce system
at present, the best e-commerce in China is "centralized" mode. The so-called centralized mode means that an e-commerce platform concentrates all businesses and eyeballs / traffic and becomes the first entrance for consumers to shop. Consumers find goods through this entrance, and the platform allocates benefits through this entrance<
the concept of decentralization has been boiling in the past two years, and the climax appeared in December last year. Zhang Xiaolong elaborated the eight views of wechat public platform in detail, one of which is that "wechat wants to build a real decentralized system, it will not provide a centralized traffic entrance to all public platform parties and third parties".
at present, the best e-commerce in China is "centralized" mode. The so-called centralized mode means that an e-commerce platform concentrates all businesses and eyeballs / traffic and becomes the first entrance for consumers to shop. Consumers find goods through this entrance, and the platform allocates benefits through this entrance<
the concept of decentralization has been boiling in the past two years, and the climax appeared in December last year. Zhang Xiaolong elaborated the eight views of wechat public platform in detail, one of which is that "wechat wants to build a real decentralized system, it will not provide a centralized traffic entrance to all public platform parties and third parties".
2. Bitcoin, Leyte coin, dogcoin, Diandian coin, American card coin, bitstock, dark coin, black coin, Ruibo coin, Malaysian coin, Mediterranean coin, Yuanbao coin, Zhaocai coin, sand coin, network gold
3. Social e-commerce is a new sales model derived from e-commerce. It relies on the interpersonal network, social media as a means of communication, through social interaction means to facilitate commodity transactions. Compared with traditional e-commerce platforms, social e-commerce has more comprehensive services, lower operating costs, and the sharing consumption mode makes it easier to get the trust of consumers. The reason why social e-commerce can become a dark horse in the market is inseparable from its decentralized business model. The essence of e-commerce is retail, so retail must be maintained by the three dimensions of people, goods and market. The decentralization of social e-commerce can make more and more consumers turn from the original purposeful consumption to improvisation and passive consumption. Legendary life and other social e-commerce companies adopt the decentralized mode, which is just in line with people's demand for personalized and labeled shopping. It not only ensures the quality of goods, but also reces a series of operating costs.
4. In the future, when people buy goods, the influence of brand, advertising and other channels will become weaker and weaker, and word-of-mouth communication in social relations will become a big factor for people to make purchase decisions. The analysis of the rapid rise of cloud Tesco can be summarized as follows: it is caused by the general environment. The popularity of mobile phones has reached various villages, and the decentralized strategy has been adopted. It has quickly conquered cities and plundered land, and has won a large number of loyal customers and fans.
5. Just don't put the eggs in one basket and spread them out. For example, most of the resources are now concentrated in the team of Weiya and Li Jiaqi, which is not concive to the ecological development of the whole Taobao live broadcast. More anchors are needed to do KOL in their own tiktok, like the mechanism of jitter.
6. Micro stores are very common now. They all sell a lot of things and so on. There are also successful e-commerce models. They insist on brushing the circle of friends every day. They all rely on brushing an advertisement tomorrow. However, the success rate of e-commerce is very low
7. Excerpt: yishop e-commerce system
although the decentralized wechat brings a new e-commerce model, it also makes wechat a gathering platform for indivial sellers, and even makes the potential valuation of wechat higher and higher, the resulting problems are particularly prominent. Whether it's fake goods running rampant, after-sales empty, or the breeding of pyramid selling, causing harm, etc., all convey a kind of message in the instry: decentralization has been like a runaway Mustang, bringing incalculable consequences
in the face of such chaos, wechat obviously did not give strong control measures. Compared with the situation that Taobao, tmall and Jingdong have tens of thousands of indivial sellers, but they are always in a central control, wechat is obviously unable to catch up with the decentralized wechat business. After all, wechat does not have a unified rules and regulations, so it is difficult for wechat to manage tens of millions of wechat businesses in a unified way. Although many wechat businesses have been blocked before, most of them use keywords and data collection, which is too weak
the disadvantages of decentralization need to be solved. Before wechat finds a real business model or goes public, if it still can't find a suitable management mechanism, this malpractice will be magnified infinitely, and scabies will grow into a serious problem. Just like Taobao was eager for success and didn't pay too much attention to the fake issue, now even if we put in more efforts, it doesn't help. I believe wechat is also planning a more responsible management mechanism, but there is really not much time left for it.
although the decentralized wechat brings a new e-commerce model, it also makes wechat a gathering platform for indivial sellers, and even makes the potential valuation of wechat higher and higher, the resulting problems are particularly prominent. Whether it's fake goods running rampant, after-sales empty, or the breeding of pyramid selling, causing harm, etc., all convey a kind of message in the instry: decentralization has been like a runaway Mustang, bringing incalculable consequences
in the face of such chaos, wechat obviously did not give strong control measures. Compared with the situation that Taobao, tmall and Jingdong have tens of thousands of indivial sellers, but they are always in a central control, wechat is obviously unable to catch up with the decentralized wechat business. After all, wechat does not have a unified rules and regulations, so it is difficult for wechat to manage tens of millions of wechat businesses in a unified way. Although many wechat businesses have been blocked before, most of them use keywords and data collection, which is too weak
the disadvantages of decentralization need to be solved. Before wechat finds a real business model or goes public, if it still can't find a suitable management mechanism, this malpractice will be magnified infinitely, and scabies will grow into a serious problem. Just like Taobao was eager for success and didn't pay too much attention to the fake issue, now even if we put in more efforts, it doesn't help. I believe wechat is also planning a more responsible management mechanism, but there is really not much time left for it.
8. In a system with many nodes, each node has a high degree of autonomy. Nodes can connect freely to each other to form a new connection unit. Any node may become the stage center, but it does not have the mandatory central control function. The influence between nodes will form nonlinear causality through the network
9. What is o2o
o2o, online to offline, combines offline business opportunities with the Internet, making the Internet the front desk of offline transactions. Through the Internet, the idle resources of offline (especially local merchants) are aggregated, and consumers screen and pay online, and then consume offline<
the development of o2o:
according to the data of consumption research institutions, the proportion of fast-moving consumer goods purchased from e-commerce channels in China reached 30% in 2013, 12% higher than that in 2011, and the penetration rate of first tier cities was as high as 46%. When the physical retail instry was strongly impacted by e-commerce, o2o transformation became a necessary change, The retail instry, which combines e-commerce with physical development, will be a powerful new force in the future. On the whole, the o2o market is divided into a number of local life service fields, including catering, movies, hotels, shopping, etc. at the same time, it is also regarded by the instry as another trillion level market after e-commerce. In the past year, all retail brands have increased their efforts in the o2o field, and restaurants and hotels have cooperated with the online map open platform; Intime department store and Ali jointly try Alipay wallet line experience; Wangfujing Department store, Haidilao and other enterprises also try Tencent wechat payment to cooperate. Even Shunfeng, a logistics giant, has started its o2o journey - Heke convenience store. The most eye-catching is the recently popular & quot; Teng million cooperates with o2o & quot; Big news has even pushed the word o2o e-commerce to the top of the list
opportunities for commercial real estate brought by e-commerce o2o
2. Continue to gather popularity and lead online customers to offline customers
3. Meet customers' shopping, information acquisition and other needs, and enhance customer viscosity< The o2o mode is not a simple internet mode, and the implementation of this mode is not a small challenge to the offline ability of enterprises
2. The key point of o2o mode is that the platform attracts consumers through online way, but the service or proct that is really consumed must be experienced offline by consumers, which puts forward higher requirements for offline service
3. Therefore, how to ensure the symmetry between online information and offline business services will become a key node to challenge whether o2o mode can really develop
4. If o2o mode attracts consumers with price advantage, how to balance the difference between online price and offline price, ensure the interests of both consumers, or pay more attention to which consumers can attract the maximum customer flow is also a difficult problem<
analysis of typical o2o cases
analysis of Suning e-buy o2o
o2o concept: "Suning's purpose of o2o is to take Internet retail as the main body, and to form the o2o mode of" combination of shop + e-commerce + retail service provider ", so as to form the unified standard of" commodity, price, promotion, payment and service "online and offline& quot;
analysis of the advantages of Suning o2o
1. Suning combines its own B2C platform, Suning e-buy, which gives Suning sufficient experience and skills in building its own o2o platform
2. Suning implements the comprehensive integration of online and offline members, and hundreds of millions of members accelerate the development of al channel consumption in Suning, expanding the leading mode of o2o in Suning
3. Suning has a powerful ERP system to realize the unified management of Finance and warehousing
4. Suning has developed the third-party payment tool of EFB
5. Suning has a perfect after-sales service system
6. Suning is a retail giant and has strong bargaining power for joint brands
7. The layout of Suning's physical stores in cities below the third tier is far superior
problems faced by Suning's o2o
1. Online and offline pricing strategy Retaining members increases stickiness, and offline operating costs increase.)
2. Online and offline differentiated operation or complementary operation There is no clear solution.)
3. Accurate positioning of Suning offline stores Can achieve high return)
4. Layout of private brand Fit the consumption prelude and improve the profit margin)
5. Scan the code in the store and place the order Avoid policy risks)
main achievements of Suning o2o
in June 2013, the same price was implemented online and offline
in 2013, Suning launched the first o2o Shopping Festival ring the double 11, and opened Suning e-shopping platform in the same year
in 2014, Suning launched Suning hi store, the first o2o experience store in Suning. Suning hi Store aims to open up three core experiences: online and offline trading, game interaction and service rest
the focus of Suning o2o is not only on experience. In terms of big data, hi store also undertakes the important task of opening up the membership system of Suning Plaza, Suning e-buy, Suning Electric appliances, red child, pptv and other platforms< Li Bin, vice president of Suning cloud business operation headquarters in the second o2o Shopping Festival, was appointed as the first chief surprise Officer (CSO) of Suning e-buy.
Zhang Jindong, chairman of Suning cloud business, recently mentioned that o2o made Suning take off the hat of traditional retail, which shows the importance Suning attaches to o2o
in fact, Suning's important layout has been completed in 2013, such as investing in pptv, acquiring manzuo.com and so on. 2014 is the year of strategic implementation of Suning. At the beginning of this year, the online e-commerce operation headquarters and the offline chain platform operation headquarters were merged into a large operation headquarters, unifying the functions of Suning platform for consumer services
future development of Suning e-buy o2o, Transplant the Internet to the storefront
virtual reality sampling
Open interactive shopping guide
integrate two-line operation
enhance life experience
Wanda, Tencent, network cooperation o2o analysis
o2o concept: upgrade the value of real estate with the o2o mode of real estate enterprises + bat and the entry of offline large-scale physical platform. Establish big points and big data alliance, focusing on service<
Teng million o2o advantage analysis
1. Promote supply and demand precision
2. Promote experience interesting
3. Promote the solution of pain points
4. Promote the establishment of o2o data alliance
Teng million o2o disadvantage analysis
1. Unclear cooperation direction< 2. Mismatched organizational ability lacks diversified business genes
3. Lack of dynamic support, organizational transformation needs a strong dynamic system< 1. Wanda e-commerce plans to invest RMB 5 billion together, of which Wanda holds 70% and Tencent holds 15% shares respectively. In the future, Wanda e-commerce will invest RMB 20 billion and introce new investors
2. Teng million will open up the account and membership system, build payment and Internet procts, establish the cooperation in general points alliance, big data integration, Wi-Fi sharing, proct integration, traffic introction, etc., and form a resource advantage alliance
3. Relying on their respective advantages, Teng million defines the division of labor. Wanda provides all resources of Wanda Plaza offline. The network gives full play to its advantages in online traffic and data analysis. Tencent relies on its own advantages in instant messaging to connect online member accounts with offline members
the current progress of Teng million o2o
1. In December 2014, fast money was incorporated into the company, and Wanda e-commerce finally joined the last short board, realizing the o2o closed-loop of Wanda e-commerce. Fast money not only brings a mature and perfect payment platform to Wanda e-commerce, but also brings consumption big data accumulated by years of operation and more than 200 domestic and foreign financial cooperation institutions, which can provide important support for its future large member system and development
2. On January 4, 2015, two overseas Internet investment funds, Shengke Co., Ltd. and Hong Kong xuderen e-commerce Investment Co., Ltd., invested 1 billion yuan and obtained 5% shares of Wanda e-commerce. In addition, Wanda e-commerce will launch the second round of fund-raising in the fourth quarter of 2015
3. Other businesses are unfolding in an orderly manner. The layout of free WiFi has been completed, the pilot of beacon technology has been completed, the construction of big data center has started, and dozens of o2o service software are being developed. It is expected that Wanda e-commerce will be fully online in the fourth quarter of 2015<
the future development of Wanda e-commerce with Teng million cooperation
1. Online drainage to offline
2. Integrate the existing resources of Wanda, network and Tencent, and lay out online and offline
3. Use Internet resources to open up the upstream and downstream of the instrial chain
4
5. Have real Internet thinking: Wanda e-commerce sells services<
o2o analysis of cooperation between Alibaba and Yintai. At the same time, the two sides will integrate superior resources, build a future business infrastructure system that will open up online and offline, and open to the society, so as to promote the integration of real business and Internet economy
Ali O2O strategic highlights
drainage: Taobao life, Ding Ding, Gao de map, Sina micro-blog, Mo
Transformation: group purchase, Alipay, ambit
offline: channel concentrates under the core line such as Yintai,
distribution: transaction closed loop is the core of />
2. Decentralization
3
4
5< 6. Judgment of trend
7. Enabling<
Yintai's o2o idea
1. Full field Wi Fi laying
2
3. Sharing of online and offline customer resources
4. Launch yintaibao to realize payment linkage
future development of Alibaba Yintai o2o
1
2. On the basis of membership, we should explore the complete online and offline intercommunication through payment, so that consumers can get better payment methods. At the same time, through such a kind of intercommunication, we can know exactly when, where and what kind of consumption consumers have. Such a kind of data precipitation can eventually become the basis of big data
3. Yintai has a commodity Library of 7 million, which has been serving the vast number of members of Yintai for many years. Through the cooperation of ABN, Yintai's commodity Library of 7 million can serve the online consumers<
analysis and summary of several typical cases
horizontal comparison of several typical modes
Suning e-buy: Suning develops Suning e-buy by relying on physical Suning Electric appliance stores, from offline to online, and finally through online feedback to offline
o2o, online to offline, combines offline business opportunities with the Internet, making the Internet the front desk of offline transactions. Through the Internet, the idle resources of offline (especially local merchants) are aggregated, and consumers screen and pay online, and then consume offline<
the development of o2o:
according to the data of consumption research institutions, the proportion of fast-moving consumer goods purchased from e-commerce channels in China reached 30% in 2013, 12% higher than that in 2011, and the penetration rate of first tier cities was as high as 46%. When the physical retail instry was strongly impacted by e-commerce, o2o transformation became a necessary change, The retail instry, which combines e-commerce with physical development, will be a powerful new force in the future. On the whole, the o2o market is divided into a number of local life service fields, including catering, movies, hotels, shopping, etc. at the same time, it is also regarded by the instry as another trillion level market after e-commerce. In the past year, all retail brands have increased their efforts in the o2o field, and restaurants and hotels have cooperated with the online map open platform; Intime department store and Ali jointly try Alipay wallet line experience; Wangfujing Department store, Haidilao and other enterprises also try Tencent wechat payment to cooperate. Even Shunfeng, a logistics giant, has started its o2o journey - Heke convenience store. The most eye-catching is the recently popular & quot; Teng million cooperates with o2o & quot; Big news has even pushed the word o2o e-commerce to the top of the list
opportunities for commercial real estate brought by e-commerce o2o
2. Continue to gather popularity and lead online customers to offline customers
3. Meet customers' shopping, information acquisition and other needs, and enhance customer viscosity< The o2o mode is not a simple internet mode, and the implementation of this mode is not a small challenge to the offline ability of enterprises
2. The key point of o2o mode is that the platform attracts consumers through online way, but the service or proct that is really consumed must be experienced offline by consumers, which puts forward higher requirements for offline service
3. Therefore, how to ensure the symmetry between online information and offline business services will become a key node to challenge whether o2o mode can really develop
4. If o2o mode attracts consumers with price advantage, how to balance the difference between online price and offline price, ensure the interests of both consumers, or pay more attention to which consumers can attract the maximum customer flow is also a difficult problem<
analysis of typical o2o cases
analysis of Suning e-buy o2o
o2o concept: "Suning's purpose of o2o is to take Internet retail as the main body, and to form the o2o mode of" combination of shop + e-commerce + retail service provider ", so as to form the unified standard of" commodity, price, promotion, payment and service "online and offline& quot;
analysis of the advantages of Suning o2o
1. Suning combines its own B2C platform, Suning e-buy, which gives Suning sufficient experience and skills in building its own o2o platform
2. Suning implements the comprehensive integration of online and offline members, and hundreds of millions of members accelerate the development of al channel consumption in Suning, expanding the leading mode of o2o in Suning
3. Suning has a powerful ERP system to realize the unified management of Finance and warehousing
4. Suning has developed the third-party payment tool of EFB
5. Suning has a perfect after-sales service system
6. Suning is a retail giant and has strong bargaining power for joint brands
7. The layout of Suning's physical stores in cities below the third tier is far superior
problems faced by Suning's o2o
1. Online and offline pricing strategy Retaining members increases stickiness, and offline operating costs increase.)
2. Online and offline differentiated operation or complementary operation There is no clear solution.)
3. Accurate positioning of Suning offline stores Can achieve high return)
4. Layout of private brand Fit the consumption prelude and improve the profit margin)
5. Scan the code in the store and place the order Avoid policy risks)
main achievements of Suning o2o
in June 2013, the same price was implemented online and offline
in 2013, Suning launched the first o2o Shopping Festival ring the double 11, and opened Suning e-shopping platform in the same year
in 2014, Suning launched Suning hi store, the first o2o experience store in Suning. Suning hi Store aims to open up three core experiences: online and offline trading, game interaction and service rest
the focus of Suning o2o is not only on experience. In terms of big data, hi store also undertakes the important task of opening up the membership system of Suning Plaza, Suning e-buy, Suning Electric appliances, red child, pptv and other platforms< Li Bin, vice president of Suning cloud business operation headquarters in the second o2o Shopping Festival, was appointed as the first chief surprise Officer (CSO) of Suning e-buy.
Zhang Jindong, chairman of Suning cloud business, recently mentioned that o2o made Suning take off the hat of traditional retail, which shows the importance Suning attaches to o2o
in fact, Suning's important layout has been completed in 2013, such as investing in pptv, acquiring manzuo.com and so on. 2014 is the year of strategic implementation of Suning. At the beginning of this year, the online e-commerce operation headquarters and the offline chain platform operation headquarters were merged into a large operation headquarters, unifying the functions of Suning platform for consumer services
future development of Suning e-buy o2o, Transplant the Internet to the storefront
virtual reality sampling
Open interactive shopping guide
integrate two-line operation
enhance life experience
Wanda, Tencent, network cooperation o2o analysis
o2o concept: upgrade the value of real estate with the o2o mode of real estate enterprises + bat and the entry of offline large-scale physical platform. Establish big points and big data alliance, focusing on service<
Teng million o2o advantage analysis
1. Promote supply and demand precision
2. Promote experience interesting
3. Promote the solution of pain points
4. Promote the establishment of o2o data alliance
Teng million o2o disadvantage analysis
1. Unclear cooperation direction< 2. Mismatched organizational ability lacks diversified business genes
3. Lack of dynamic support, organizational transformation needs a strong dynamic system< 1. Wanda e-commerce plans to invest RMB 5 billion together, of which Wanda holds 70% and Tencent holds 15% shares respectively. In the future, Wanda e-commerce will invest RMB 20 billion and introce new investors
2. Teng million will open up the account and membership system, build payment and Internet procts, establish the cooperation in general points alliance, big data integration, Wi-Fi sharing, proct integration, traffic introction, etc., and form a resource advantage alliance
3. Relying on their respective advantages, Teng million defines the division of labor. Wanda provides all resources of Wanda Plaza offline. The network gives full play to its advantages in online traffic and data analysis. Tencent relies on its own advantages in instant messaging to connect online member accounts with offline members
the current progress of Teng million o2o
1. In December 2014, fast money was incorporated into the company, and Wanda e-commerce finally joined the last short board, realizing the o2o closed-loop of Wanda e-commerce. Fast money not only brings a mature and perfect payment platform to Wanda e-commerce, but also brings consumption big data accumulated by years of operation and more than 200 domestic and foreign financial cooperation institutions, which can provide important support for its future large member system and development
2. On January 4, 2015, two overseas Internet investment funds, Shengke Co., Ltd. and Hong Kong xuderen e-commerce Investment Co., Ltd., invested 1 billion yuan and obtained 5% shares of Wanda e-commerce. In addition, Wanda e-commerce will launch the second round of fund-raising in the fourth quarter of 2015
3. Other businesses are unfolding in an orderly manner. The layout of free WiFi has been completed, the pilot of beacon technology has been completed, the construction of big data center has started, and dozens of o2o service software are being developed. It is expected that Wanda e-commerce will be fully online in the fourth quarter of 2015<
the future development of Wanda e-commerce with Teng million cooperation
1. Online drainage to offline
2. Integrate the existing resources of Wanda, network and Tencent, and lay out online and offline
3. Use Internet resources to open up the upstream and downstream of the instrial chain
4
5. Have real Internet thinking: Wanda e-commerce sells services<
o2o analysis of cooperation between Alibaba and Yintai. At the same time, the two sides will integrate superior resources, build a future business infrastructure system that will open up online and offline, and open to the society, so as to promote the integration of real business and Internet economy
Ali O2O strategic highlights
drainage: Taobao life, Ding Ding, Gao de map, Sina micro-blog, Mo
Transformation: group purchase, Alipay, ambit
offline: channel concentrates under the core line such as Yintai,
distribution: transaction closed loop is the core of />
2. Decentralization
3
4
5< 6. Judgment of trend
7. Enabling<
Yintai's o2o idea
1. Full field Wi Fi laying
2
3. Sharing of online and offline customer resources
4. Launch yintaibao to realize payment linkage
future development of Alibaba Yintai o2o
1
2. On the basis of membership, we should explore the complete online and offline intercommunication through payment, so that consumers can get better payment methods. At the same time, through such a kind of intercommunication, we can know exactly when, where and what kind of consumption consumers have. Such a kind of data precipitation can eventually become the basis of big data
3. Yintai has a commodity Library of 7 million, which has been serving the vast number of members of Yintai for many years. Through the cooperation of ABN, Yintai's commodity Library of 7 million can serve the online consumers<
analysis and summary of several typical cases
horizontal comparison of several typical modes
Suning e-buy: Suning develops Suning e-buy by relying on physical Suning Electric appliance stores, from offline to online, and finally through online feedback to offline
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