Brief Account Of The Reason Why Electricity Supplier Has Become A Nightmare For Small And Medium-Sized Sellers

According to the statistics of star map data this year, double 11 data show that the total sales volume of the whole network amounts to 253 billion 970 million yuan, resulting in 1 billion 380 million packages.

Sales accounted for 66.23% of the total network.

Accounting for 21.41%.

But the "double eleven" of data explosion tables can hardly conceal the distress of small and medium-sized sellers.

According to the world clothing shoes and hats net, there are only 10 visitors in a small shop. There is not an order, but there are a few small and medium-sized shops with similar situations.

Data show that in 2017, a certain

The number of business sellers on the platform is around 3, while the number of individual sellers is as high as 9 million 400 thousand.

Double 11, double 12, black five and so on, more and more electricity supplier Festival has become the nightmare of the small and medium-sized electricity supplier sellers, what makes them trapped in the difficult situation of survival, rather than to meet a real carnival?

Why does electricity Festival Carnival become a nightmare for small and medium-sized sellers?

There are three main reasons for the "Carnival" nightmare of small and medium-sized sellers.

First, the increasing cost of attracting customers has increased the risk taking coefficient of small and medium-sized sellers.

On the one hand, compared with offline stores, the biggest competitive advantage of the e-commerce platform lies in having huge traffic volume. The higher the traffic volume, the higher the turnover rate, and the electricity supplier Festival is the highest traffic peak node.

As the number of online stores continues to rise, the competition for traffic is becoming more and more intense among small and medium-sized shops, which makes the acquisition cost of traffic rise.

On the other hand, it is not only the acquisition cost of traffic flow, but also the promotion cost of keyword search, advertising and other pages.

It is reported that sellers in the total investment in activities, the promotion fee to the platform up to 1/2, we can see that the promotion cost is high.

This is not a small cost pressure for medium-sized sellers, let alone small sellers with capital shortage.

Second, the phenomenon of homogenization is serious.

With more and more shops, more and more shops are becoming more and more serious, resulting in a vicious circle of low price competition.

Due to the increasingly fierce competition among similar commodities, the high cost of shops input and the limited volume of traffic can cause a price war among sellers, in order to compete for customers and increase the cost of sales recovery.

But the result is to let small and medium-sized sellers fall into the vicious circle of price war, the profit space is getting lower and lower, and even the gain is not worth the candle.

In addition, the seller can only compress the cost in order to increase profits. In the promotion of platform and the cost of traffic acquisition, small and medium-sized sellers do not have room for negotiation, and can only start from the source of goods.

If we want to lower the quality of products, we can copy and copy products, and reduce costs of labor, etc., but these practices do not have much effect on the cost reduction space. Instead, homogenization will become more serious, which will also affect the reputation of the products, affect the long-term development of the shops, and at the same time, the profit will be raised very little.

Third, the electronic business platform has absolute right to speak.

Not only small and medium-sized sellers bet on the huge volume of electricity supplier Festival, the platform also looks at the huge benefits brought by the electricity supplier Festival.

On the one hand, the electricity supplier has huge traffic volume, and the supply of goods must meet the needs of users. This means that the sellers must have a large supply of goods. Obviously, small sellers do not have a huge supply channel.

On the other hand, buyers are becoming more and more rational in terms of consumption values and the quality of consumer goods. The quality of consumers is a priority guarantee to satisfy buyers' demand for good quality and low price, and the small and medium-sized sellers who continue to lower the quality of consumer goods lose their competitive advantage again.

And the rich source of goods, the quality of the middle and the word of mouth good brand seller, plus reasonable discount activities, more favored by buyers.

So the platform is more optimistic about the brand seller, and most of the traffic is tilted to it, such as the head traffic platform gathered by some flagship flagship stores.

Moreover, there are many small and medium-sized sellers said that the electricity supplier Festival is for them to do the wedding dress for the head players, making money to earn money.

Therefore, the prosperous electricity supplier Festival has become a pain for small and medium-sized businesses, and how to cure this pain?

Explore the brand value or become a good seller for small and medium sellers

If the small and medium-sized sellers in the cracks want to survive, the brand value is king.

First of all, locate the mainstream commodities and take the long-term development as the direction to take the road of brand creation.

The reason why the e-commerce platform is tilted to the brand business is based on it. With the continuous improvement of people's economic level, its consumption level is also rising. Consumer goods are no longer just pursuing cheap prices. They are more interested in the quality of goods, so the brand can better occupy the market share in competition.

As a medium and small seller whose capital and supply sources are relatively weak, the first thing is to establish what products they want to sell, and then pursue the long-term development with the direction of the brand.

If there is no specific target in the initial product positioning, it can also be classified as a reference. Most brands will ignore such products, so the competitive pressure brought about by selling such products is relatively small.

Second, stick to the bottom line of product quality, appearance and price.

That is to say, the goal of brand creation is to ensure that the quality of products must be safeguards, to become a standard in the middle and upper reaches, and to stop the occurrence of inferior quality. In appearance design, we must have our own unique characteristics and stop plagiarism; we must be reasonable in pricing, not too high and not low in quality, and do our best in the best way.

Sellers can only make their products more popular with buyers if they are beautiful, high quality and reasonable prices, so as to form a good word of mouth effect.

When the development direction of the foundation is established, it will be the future direction of operation.

The biggest attraction of the double 11 in 2017 is the new retail business, that is, enterprises rely on the Internet, the use of big data and other advanced technology to reshape the format structure and ecological circle, cooperate with modern logistics technology, and realize the new retail mode of online, offline and intermodal pportation, which is also the mainstream mode of operation in the future.

The full use of new retail operations is not enough for small and medium-sized sellers who are still in the embryonic form, but they can be used for reference.

When the seller's reputation and capital accumulation to a certain extent, and relatively stable, the entity can be offline, online and offline ecology, simultaneous accumulation of word of mouth and customer traffic, from small to large expansion operation, start the brand, step by step to grow.

To sum up, for small and medium businesses, the road of brand is blocked and long, but the line is coming.

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With rapid changes in the times, small and medium-sized sellers will face multiple challenges in the future.

Admittedly, the road to brand will be the best choice for small and medium-sized sellers, but the road of brand is endless, and the times are constantly moving forward. In the future, small and medium-sized sellers will face multiple challenges.

First, it comes from the challenge of constantly upgrading and upgrading content providers.

Content providers because of its small traffic volume and high subscription conversion rate is branded, giant business platform optimistic, and has been gradually optimized to upgrade the application to form the "electricity supplier +" content business mode.

In the early days, there was cooperation between media and electricity providers, such as the cooperation of live broadcasting platform and e-commerce, such as "electricity supplier + today's headlines", "electricity supplier + live broadcast" and so on.

In addition, for example, Ali is still exploring new content e-commerce channels, such as "electricity supplier + Ali planet", "electricity supplier + potatoes" and so on.

Constantly upgrading the electricity supplier sales channels will make small sellers unable to choose, and multi-channel sales channels also bring huge financial pressure to small and medium-sized sellers.

Second, it comes from the challenge of constantly updating the application of high-tech technology.

As the annual growth of e-commerce platform users, the number of users choosing online shopping is increasing, which means that a large number of orders will be generated in the same period, especially the double eleven and so on. How to efficiently handle orders and meet users' needs, it is an inevitable trend to apply and constantly update technology segments.

Such as big data analysis and processing, intelligent logistics, etc., "virtual test" can be applied to the electronic business platform.

The constantly updated multi-functional advanced technology is also dazzling, helping to enhance the user's sense of experience and expand the profit margin of the seller, but it will still bring greater pressure to reform for small and medium-sized sellers.

Third, it comes from the challenge of integration of the survival of the fittest in the e-commerce platform.

The major e-commerce platforms are constantly promoting the pformation of the retail industry, and the momentum of new retail sales is fierce.

New retail has upgraded the retail ecology from online and offline, as well as logistics. This means that the platform has more and more requirements for sellers.

If the quantity of reserves must be large enough to match the demand, the quality of the goods must be guaranteed, and the seller's storefront design should also be optimized.

This is a great pressure for small and medium-sized sellers who have been struggling to reform.

New retail is the beginning of the reform of retail industry, and the giant business platform such as Ali and Jingdong will not stop there. In the future, it can develop into the most efficient eco industrial chain and create a retail kingdom.

It is also a great challenge for small and medium-sized sellers to adapt or even keep pace with the progress of the giant platform.

All in all, on the way of electricity supplier, if the small and medium-sized sellers want to get away from the survival status of sewing, they must change their direction of operation, locate their own brand line, guarantee quality and quantity, and develop the direction of the overall layout from the aspects of product design, product pricing, supply and supply channels, logistics and so on. From small to large, create brand ecological chain, step by step towards their own brand new splendid hall.

After all, only if they are strong enough, the electricity supplier festival will no longer be a fearful nightmare. Nightmare is a dream. It will eventually be drowned in the flood of time and space.

In other words, consumer demand is changeable. Only the platform environment of big businesses is unhealthy and not long lasting. Small and medium-sized businesses can still get many opportunities after being reborn, and become the darling of the next retail era.

More interesting reports, please pay attention to the world clothing shoes and hats net.