Such a long time, Taobao's B2C strategy for a major adjustment was finally introduced in the 2008 Spring Festival, which should be to be happy about, but the results made me come out of adjustment conceal his disappointment.
Why Taobao B2C strategy there will be an adjustment? After adjustment for us, what brings buyers and sellers? Taobao B2C future prospects? I think this is of great concern to us all, now three issues to talk about my views.
Three reasons why the policy change Taobao B2C
1, high-level adjustment will inevitably bring about the adjustment of the overall marketing strategy;
By the end of December 2007, Taobao, Alibaba Group, officially announced, senior vice president, Paypal will transfer Taobao president Lu Zhaoxi president and current president of Sun Tongyu Taobao will learn from the cadres, holiday programs, resigned from the current position, enter the study and repair of . Sun Tongyu during employment, Taobao's transaction volume and number of users have been quick to upgrade, but the growth of B2C business is obviously not keep up with trends, warming up with China's B2C e-commerce, Taobao B2C strategy adjustment is inevitable.
2,07 Taobao B2C in the slow development, internal and external causes two knives to promote top of lumbar Taobao B2C in 2008 to seek change;
Back to top of the first knife: Taobao B2C scale of development did not reach expectations, internal pressure. In 2007, the Taobao continued strong growth trend, trading platform increased from from 16.9 billion yuan / year soared to 43.3 billion yuan / year, while
The number of registered users increased 53 million from 30 million. However in 2007 the slow development Taobao B2C and C2C serious imbalance in the ratio of increase. Ma B2C e-commerce business empire is an important part, but in 2007 in Taobao B2C in a relatively awkward position, internal pressure, the plan must change.
Back to top of the second knife, in 2007 the rapid development of China's B2C, B2C plump piece of cake for many businesses eyeing. Alibaba is the leader in e-commerce, however, is Ma B2C e-commerce empire, the most flimsy of a pillar. Expected in 2008 China's B2C e-commerce development will further speed, high-growth market for many companies and opportunities, how to grab a larger market 08 share, is most concerned about Alibaba, if not high-speed growth in China's B2C of spent enough market share, then e-commerce business empire Ma serious weak link. Taobao B2C strategy, therefore adjusted also be ruled out.
3 Taobao adjust the pressure within the business structure
Financial Times "Taobao B2C evolution:" International Trade "model how to get? "Mentioned in the article, Taobao C2C is a flea market in fact, true, but, that is, the" flea "market for Chinese Internet users has formed the habit of online shopping. Can be said that Taobao is China's B2C e-commerce development of the training base, Taobao's C2C trade contributed significantly to the scale of China's Internet shopping transactions, fostered development of B2C e-commerce to be the first online shopping crowd. However, B2C and C2C completely different concept, the B2C and C2C business on the same platform would have a lot of problems, but also violated the fundamental rules of business so many years. Therefore, restructuring, or even completely stripped out of B2C business, building a new platform to operate Taobao B2C, is not impossible.
After adjustment for us, what brings buyers and sellers?
Alipay and sellers Taobao credit system is the two important factors for success. Similar to the certification system is also a member of Alibaba Ali brilliant achievements to be due. B2C Taobao Taobao C2C is the seller in addition to the introduction of more credit certification conditions, therefore, in terms of buyers, sellers Taobao B2C mall integrity should be higher.
High integrity allows buyers to buy the rest assured that better protect the interests of buyers. The seller must increase input costs, it is also time to get a platform to promote additional assistance, increased sales opportunities, sales costs and product prices have definitely upgrade.
This is the 2007 implementation of an Taobao B2C situation. From 2008 to adjust the strategic point of view Taobao, there are three salient points: first, Taobao B2C seller's access threshold increased; second Taobao B2C brand will be divided based on a single brand lock sellers ; third, to enhance the positioning Taobao B2C, C2C draw clear expectations and boundaries.
First not from the overall strategy is correct, the three points from the strategy view, either the buyer or seller can not do anything new strategy of tangible benefits.
From the buyers perspective, affordable, convenient, secure online shopping to achieve the purpose of B2C and C2C e-commerce is a fundamental value of expression. If the new emergence of Taobao B2C mall shopping for the cost of upgrading to the buyer, and that might make part of the buyer or any other B2C C2C mall to buy merchandise. Although the new B2C Taobao more effectively screen out the brand strength of more formal business, but prices and sincere service to make a decision in time, the market may make buyers choose, or choose low-cost alternative shopping channels. In addition, a point to mention is that, if the seller Taobao B2C locked into a single brand seller, who then in the end it appears in this platform? Brand distributor? Brands?
Considerable size of a single brand Taobao big seller? We consider the fact, that the conditions for a single card brand management are established to meet the conditions of access Taobao B2C mall's also willing to enter, few sellers.
From the seller perspective, operating costs are often directly linked to the price and product, but product prices and sales volume and profit has linked Taobao B2C increase barriers to entry allow many vendors to consider another path.
On the other hand, from the success of e-business models in the world seems to be a single brand management and most successful brands, and I said, success is integrated in the success of the brand + marketing, not just the sales platform . Seller
Map is profit, single brand management style is considerable. Suppose, if the achievements Taobao B2C businesses after a certain size, how to handle the brand of traditional channels of distribution channels and networks is the relationship between the manufacturers, distributors, agents can not tell between the endless number of complex relationships the.
Taobao B2C future prospects?
2007 Guangzhou Expo in commercial software when ProBIZ sfotware (probiz.cn) consulting analyst pointed out: With the constant expansion of online shopping, e-commerce entity + network marketing model will become the mainstream. That is in addition to many of our growth and fledgling C2C sellers, the number of traditional companies will cut into the B2C e-commerce, and through its own funds the rapid rise of scale advantages. Therefore, Taobao is much room for future development of B2C.
The future model Taobao B2C will happen? I expect that, stripping out the establishment of a dedicated business B2C trading platform is more suitable for B2C business model aggregation platform. The platform is a brand division of business or to sell the product key to type into the platform business is willing to type. In addition, the effect of traffic aggregation Taobao B2C platform is the core of the service and traffic if the two issues to find the best answer, then Taobao B2C platform will be a good development. And more large and medium enterprises may attempt to establish autonomous B2C e-commerce sales platform, this force will be the mainstream of the future development of B2C. (Source: ProBIZ e-business solutions developer)
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