Under The Slogan Of "More Spells And More Provinces", Who Has Done So Much Harm?

　　 1, commodity flow also has value system.

According to the world clothing shoes and hats net, this year's April is a troubled time. Since the fast and small video of the volcano has been put off the shelves, the content and information field has started a rectification campaign. First of all, the sincere apology of the fast hand Hua Hua, to today's headline Zhang Yiming's reflection on the sleepless night, and then to Tengxin, Ali And so on, the big guys took the initiative to check themselves. The industry was in a panic. The focus was fixed on the values of technology. As for this piece, a sentence made by Hua Hua is very reasonable: behind the algorithm is the human being. The value of the algorithm is the value of human beings, and the defect of the algorithm is the defect of values. It seems that there is a problem in the value of information flow, but in fact it is the choice of interests in the interior.

Looking at the industry dynamics of information flow, it is reminiscent of the field of commodity flow. This problem is generally concentrated in three parts: first, the quality of commodities; second, the category of commodities; third, the way of marketing. Information flow and commodity flow seem to belong to two areas that are not too close to each other, but one thing is similar. If the quality of information flow affects people's spiritual growth, the quality of commodities is directly related to people's quality of life.

Although commodities have no values, people behind them are valuable. Not long ago, Ali issued the notice of "Taobao block block chain technology related virtual currency and services", and put an end to the possibility of illegal operation of platform guided businesses, reflecting the firm stand of Taobao in the field of block chain technology. Much more Not long ago, the small and medium-sized businesses gathered around to chase the money back. The tiger sniffing network also reported this. The reason is that more efforts have been made to increase the crackdown on counterfeiting, so that the small and medium businesses who are accustomed to selling fake advertising products are caught off guard. This is also a clear value revelation, showing the attitude of consumption upgrading, but the action is really hard for people to think about.

　　 2, fight a lot with ALI.

A few days ago, an interview was made. Online retailers Friend G. When asked, "which Taobao do you like better?" G readily replied, "I don't like a single thing". Asking for reasons, it is unavoidable to let people sigh. G should belong to the wave who enjoys the initial dividend of Taobao. It is a typical grass root. But G has a characteristic, sincere and exquisite in its work. So in the past few years, Taobao has been doing business in a small shop. In principle, it is not as bad as two platforms. Friends who often shop at Tmall will find that Tmall has no Juhuasuan, and for some time, less than 19.9 yuan has been screened out by the search bar, and a special edition Taobao has been launched recently. A series of actions are the products of Ali's "consumption upgrading", which is a strategic move for Ali, but it is hard to follow the small and medium businesses coming along with ALI.

"Taobao's business is becoming more and more difficult. If you don't do Tmall, it will be difficult for you to have traffic. The previous through train price is very cheap, but now it is more than one flow at a time, and it is very likely that you spend thousands of dollars a day, and there will not be any turnover, because we have to face the malicious competition of our peers. G complained. So, in the second half of last year, G shop began to fight a lot, and it did bring a considerable amount of sales. Why don't you even like to spend too much time? "Too much price is too low. On this platform, we originally rely on small profits but quick turnover. But manufacturers are also competing, and her price is lower than ours. We simply can't compete." Although G has made a fine selection of products, it still has many troubles.

A lot of people who know a lot about it know that it is the way of social business to take a lot of action. It is in the background of the escalation of Ali's consumption, the dislocation management comes to the fore. The reason for developing the post governance is that the rapid growth of barbarism is also urgent for Ali to rush out the special offer Taobao to deal with, but it is obvious that the situation is hard to recover, and the flow of Tencent across the "galaxy", Ali's "spaced firing" can not cure many spells, and is also helpless.

Therefore, it is more straightforward to say that most of the early growth depends on the small and medium-sized businesses abandoned by Ali. These small businesses have gone too far, but the days have not been long. Under the slogan of "game plus electricity supplier", under the slogan of "more spells and more provinces", who has done much harm?

　　 3, a lot of "killer".

It is a common practice for business to break bridges and bridges, and unilaterally binding interests are always binding. The crisis of small and medium businesses is that they rely too much on the platform, and fail to adjust their product structure and marketing strategy according to the platform situation in time. From 0 to GMV 40 billion, and recently get $3 billion from Tencent, the growth of the company is to learn to assess the situation in business. As G friends have shown, many efforts are being made to supplement the short supply chain.

Some people say that a lot of spells can score 95 points in social networking, but only 60 points in the supply chain. The most common way to create a lot is to attract the small and medium-sized sellers with the policy, then support the powerful sellers, and eliminate the C shops which are flat and uncharacteristic, and then manage the quality roadmap. The biggest difference with Taobao lies in the difference between operational concepts and means.

For example, Taobao's AI algorithm is recommended to do centralized thinking, recommending products based on past records, and mostly using the way of games, guiding a group of small influence centers to conduct diversion through the mode of the host. This marketing campaign is quite attractive, but it has attracted the complaining of gamers. "A 8.88 yuan red envelope should be opened to 20 people. More than a dozen people can't tear it apart. It's a lie". But because games are not always serious. A lot of people use the mentality of people to play games to spread the goods. The gameplay is really brilliant, and the group mode has attracted the imitation of Taobao and Jingdong.

While playing and stroll, he bought things on the side and managed with game thinking. This is the "killer mace" for more drainage. However, the wisdom of more and more is not only that, but also the difference of thinking. G price competition in the eyes of friends, in fact, to a certain extent, is also a lot of strategic height. From the aspect of operational strategy, it is more customizing to push C2B from the C side to the B side, and import mass traffic into limited products. Then, under the drive of scale interests, the customization of goods can reduce the cost and achieve a cost-effective way of life.

Therefore, there are only two ways to make a living on a large number of platforms: one is to rely on low prices, the other is to win by two. Small and medium-sized sellers go on the road to many social networking businesses, or they will work for a lot of traffic sources or work for a lot of brand transformation. The expansion of many scenes is bound to upgrade the goods, and it takes the advantage of the C side to do the supply chain business, which is just stepping into the death of Jingdong. Ali can only sigh behind the threshold of Tencent, and Jingdong is different. After all, he was once the prince of the Tencent business system. Naturally, their brothers can not put themselves on the bright side. In fact, the difference between the two in the supply chain system is not only a tiny bit.

　　 4, "the mantis catches the cicada", after Jingdong

There is a difference between the profit margins of many businesses and the efforts to squeeze businesses. The Jingdong adopts preferential policies for the supply chain ports. In the whole Jingdong system, the strongest logistics is Jingdong logistics. The core competitiveness lies in the brand value of Jingdong, while the biggest trump card is the excellent supply chain system. Therefore, if we want to do more supply chain business and make up our minds to upgrade our consumption, Jingdong will not be able to turn a blind eye to Jingdong. It took seven years for Jingdong to spend a lot of GMV. It has to be said that the social networking business of Jingdong and the many operational capabilities are not on one level. However, online competition is not a big deal, but it does not mean that Jingdong has no way to do so.

Over the past few days, Liu Qiangdong once again released tough words: before the end of the year, Jingdong's convenience stores will open 1000 new businesses every day, and Jingdong has strengthened the old way of O2O. Just supply chain and logistics itself are Jingdong, so the layout is launched in the planning and accumulation of Jingdong for many years, so it can not be regarded as a lot of spells, but there may be overlapping business between the two, so that the way of "consumption upgrading" will be blocked by more than half of Jingdong.

The confrontation between the two is actually a process of countering each other's value system. A lot of value systems have not yet been fully developed. At this time, Jingdong has opened convenience stores to the community, and there is one at every 300 meters. This is a strong community operation mentality that is launched from the line and supported by the Internet, and it is the acquaintance market that takes the place.

Because the core advantage of spelling is to gather the community with game thinking, but its complete brand image has not yet been formed. Therefore, the competition between the two is the tip of the needle. For the most part, the rest is "a lot of low prices can compete with the Jingdong brand?" and "Jingdong efficient logistics, how to deal with it?"

Another big problem is the business model of continuous growth and profitability. At present, the free entry strategy is mostly used to encourage businesses to lower users' prices at a low price. But in the future, this war is becoming more and more intense, and the drama is becoming more and more abundant.

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