TheabovecontentisreviewedandannouncedbytheNationalScientificandTechnologicalTermReviewCommittee
Introduction
B2CmeansthatenterprisesprovideconsumerswithanewtypeofShoppingenvironment-onlinestores(excellentAmazon,ChinaDome,JD.com,Dangdang,etc.),consumersshoponlineandpayonlinethroughtheInternet.Becausethismodesavestimeandspaceforcustomersandenterprises,andgreatlyimprovestransactionefficiency,especiallyforbusyofficeworkers,thismodecansavevaluabletimeforthem.However,thecharacteristicsoftheproductssoldonlinearealsoveryobvious,andtheyareonlylimitedtosomespecialproducts,suchasbooks,audio-visualproducts,digitalproducts,flowers,toys,foodandsoon.Theseproductshaverelativelylowrequirementsforbuyers’visual,listening,touching,smellingandothersensoryexperiences.Productssuchasclothing,audioequipment,andperfumesthatrequireconsumers’specificsensoryexperiencearenotsuitableforonlinesales.Ofcourse,itdoesnotruleoutasmallnumberofconsumers.Acertainmodelofacertainbranddecidestobuywithouton-siteexperience,buttherearefewsuchconsumers,andpeoplearemorewillingtobelieveintheirownexperiencetodecidewhethertobuy.Therefore,successfulcompaniesintheB2Cmarket,suchasDangdangandExcellence,sellspecialproducts.ThepaymentmethodofB2Ce-commerceisacombinationofcashondeliveryandonlinepayment,andmostcompanieschooselogisticsoutsourcingtosaveoperatingcosts.Withthechangesinuserconsumptionhabitsandthepromotionofthedemonstrationeffectofexcellentcompanies,onlineshoppinguserscontinuetogrow.
DevelopmentHistory
1999wasthebeginningyearofChina’sB2Cdevelopment.Sincethebeginningofthisyear,China'sfirstbatchofleadersfocusingone-commercehaveopenedanewmilestone,thatis,theyaretryingtocommercializeB2C.Onlineshopping,fromapurelyconceptualvocabularytothebirthofthefirstorder,completestheleapfromideatorealization.Thefirstbatchofexperimenters,suchasLiGuoqing,ShaoYibo,andWangJuntao(LaoRong),theyturnedthefirstwaveofChina'sInternetretailmarket.Amongthesepeople,somehavesuccessfullyenteredtheB2Cfieldandbecomesuccessfulpioneers,justlikeLiGuoqing’sDangdang.comhascompletedanIPOontheNewYorkStockExchange.ThefallofLaoRongmy8848representsthefailureofChina'searliestB2Cattempt.Butregardlessofsuccessorfailure,itgavefuturegenerationsawaytogothroughallobstacles,anditgavefuturegenerationshopethattheycangoon.Itisalsoworthyofadmiration,sothisperiodiscalledtheexploratoryperiod.
From2004to2008,duringthisperiod,China’sB2Cmarketbegantograduallyrecover.Peoplegraduallybecamesoberfromtheinitialfrenzy,theinvestmentbubblegraduallyfaded,andsanityreturnedtotheseinvestors..Thisperiodiscalledthestart-upperiod.ThemostrepresentativecaseatthisstageisAmazon'sacquisitionofJoyo.In2004,China'sB2Cmarketbegantograduallyfluctuateandrise.Afteralargenumberofcompaniescloseddown,investorsbegantoreflectandfinallytreatedtheB2Cmarketrationally.E-commerceleadersrepresentedbyDangdang,Excellence,andeBayarestillsoughtafterbycapitalists.2004.In2009,Dangdangsuccessfullycompletedthesecondroundoffinancing.Amazonfollowedsuitwitha$100millionpurchaseofDangdang,whichwasrejectedbyLiGuoqing.Amazontookthesecondplace,spending$75millionintheacquisitionofDangdang'spowerfulcompetitor,Joyo.Atthisstage,verticaldominates,withverticalB2Csuchas3C,homefurnishing,andclothingemerginginavarietyofcolors.
From2009to2013,B2Centeredaperiodofstakingland.Atthisstage,alargenumberofe-commercecompaniesemerged,andthecategorygraduallyexpandedfromasinglecategorytoadepartmentstorecategory.B2CrepresentedbyJD.comandVanclbecamethestarsofthisstage.From2008to2010,TaobaolaunchedTaobaoMallandElectricalApplianceCity,whichwereeventuallyintegratedintoTmallMall.TraditionaldistributorssuchasGomeandSuninghavealsoenteredtheB2Ccircle,intendingtocompetewithemerginge-commercecompaniessuchasTmallandJD.com.Large-scaleB2Careconstantlyexpandingproductlines,buildinglogisticschains,andexpandingbusinessscale.ThisperiodisaperiodofrapiddevelopmentofB2C.Afterthegeographicalcircleiscompleted,majorcompaniesshouldrefineoperationstoobtainprofits.
In2014,accordingtothe"ChinaB2CMarketQuarterlyMonitoringReportfortheSecondQuarterof2014"releasedbyEnfoDeskAnalysysthinktank,inthesecondquarterof2014,thetransactionscaleofChina'sB2Cmarketwas3204.700millionyuan,anincreaseof23.7%month-on-monthandanincreaseof72%year-on-year.Thiscanbesaidtobegratifyingresults,andtheoverallpatternoftheB2Cmarkethasbasicallyremainedstable.TmallandJD.com’sleadingpositionshavenotbeenshakenforthetimebeing.Dangdang’sleadingpositioninbooksisnottobedismissed.Atthesametime,itstaillineisalsointheonlineapparelmarket.Itcanbedescribedasasuccessfulbreakthrough;SuningTescoandGomealsoreliedonthevigorouspromotionof"418"and"618"toonceagainshowthesolidfoundationofestablishedcompanies,andChina'sB2Cmarkethasbasicallydevelopedsteadily.,Seekinganeraofinnovation.
Classification
Theinitialclassificationofe-commercemodelisbasedonthesubjectsparticipatingine-commerce,suchasB2B,B2C,C2C,etc.Accordingtothee-commercesubjectoftheInstituteofFinanceandTradeoftheChineseAcademyofSocialSciences,differentB2Cbusinessmodelsareclassifiedaccordingtothecontentofservicesprovidedtoconsumers:e-commerce,e-directsales,e-retail,distanceeducation,onlinereservation,onlineissuance,andonlinefinance.MichaelRappadividesthee-commercemodelinto:brokeragemodel,advertisingmodel,infomediarymodel,commercemodel(businessmodel),andmanufacturermodelbasedonthewayinwhichrevenueisobtained.,Membershipmodel(affiliatemodel),communitymodel(communitymodel)andsubscriptionmodel(subscriptionmodel).Basedonthetypesofe-commerceparticipantsandthepositionofthetransactionsubjectinthebusinessmodelprocess,combinedwiththepracticeofe-commercedevelopment,theB2Ce-commercetransactionmodelisdividedintothefollowingfourcategories:
Producerdirectsalesmodel
Themanufacturer'sdirectsalesmodelreferstothemodelinwhichproductmanufacturersdirectlyprovideconsumerswiththeirproductsthroughself-builte-commerceplatforms.Thismodelistheoreticallythemodelwiththeleastcirculationlinks.Manufacturersfaceconsumersdirectly,eliminatingintermediatecirculationlinks,minimizingintermediatelinkinformationandprofitloss,andobtainingconsumerdemandinformationthroughtheInternet..Thismodelrequiresmanufacturerstohaveafullyfunctionalonlinesalesplatform,specializedinformationsystemsandbusinessprocessestomeettheneedsofonlineconsumers.ThetypicalrepresentativeofthismodelisDell.
Comprehensivemiddlemanmodel
Thecomprehensivemiddlemanmodelmeansthatmiddlemenorretailersprovideconsumerswithmultipletypesofgoodsthroughe-commerceplatforms.ThismodelistheearliestB2Ce-commerce,anditstypicalrepresentativesareAmazon,DangdangandExcellence.Thismodelofe-commerceusuallyprovidesconsumerswithavarietyofcategoriesofgoods,fromstandardizedbookstoclothing,digitalproducts,andhomeappliances,andallproductssuitableforonlinesales.Thismodelofe-commerceimplementsunifieddistributionandafter-salesservice,flexiblepaymentmethods,andgoodreputationprotection.
Verticalmiddlemanmodel
Theverticalmiddlemanmodelandthecomprehensivemiddlemanmodelarebasicallysimilartothebusinessmodelbetweenretailersormiddlemenandconsumers.Thedifferenceisthattheverticalmiddlemanmodelfocusesonaspecificmarketsegmentratherthanacomprehensiveproduct,suchasmaternalandchildredchildren,3CcategoryJingdongMall,diamondcategoryIwantdiamondnetworkandshirtcategoryPPG.Thedevelopmentofthisnewbusinessmodelhasbeenparticularlyrapidinthepasttwoyearsandhasattractedwidespreadattentionfromtheindustry.
Third-partytradingplatformmodel
Thethird-partytradingplatformisessentiallyaninformationintermediaryplatformthatprovidesreputationprotection.Itprovidesmanufacturersandmiddlemenwithatradingplatformservingconsumers,anditisnotresponsibleforproductdistributionandafter-sales.AtypicalapplicationofthistypeofmodelisTaobaoMall.Thismodelrequiresthetradingplatformtohaveahighervisibility,click-throughrateandtraffic.Thedifferencebetweenthismodelandthewaysmallandmedium-sizedenterprisesusetheC2CplatformisthattheC2Ctradingplatformonlyprovidesatradingenvironmentwithoutguaranteeingthequalityoftheproductstheysell;whilethethird-partytradingplatformmodelusestheplatform’sownbrandandstrictTheaccesssystemprovidesqualityassurancefortheproductssoldonitsplatform.
FeaturesofB2C
TheB2Cmodelincludesthefollowingmainfeatures:
Itisdominatedbythecapitalmarketandhasagreaterdemandforfunds
Inrecentyears,venturecapitalhasgreatlypromotedmycountry'sB2Celectronictradingmodel.Inthethreeyearsfrom2011to2014,mycountry'sinvestmentintheB2Celectronicmodelfieldwasastonishing,andventurecapitalcompaniesintheB2Cfieldalsoshowedatrendofincreasingyearbyyear.InorderforcompaniesintheB2Celectronictransactionmodeltopreemptivelyoccupyafavorablemarketposition,themostdirectandeffectivewayistoraisefundsorgopublic.Therefore,"burningmoney"intheB2Cindustryhasbecomeacommonplace.Inthefuturee-commercecompetition,thefightbetweencapitalandthemarketwillbecomethemainwayforonlineretailerstopromotedevelopment.Withthecontinuousdevelopmentandimprovementofthemarket,thecapitalmarketwillstillbethedominantmarket.
B2Cwebsitesareshiftingtowardsdepartmentstores
WiththeintensificationofcompetitionintheB2Cfield,thecurrentB2Celectronictradingwebsitesinmycountryareexperiencingserioushomogeneity,solarge-scaleB2CsuchasWebsitessuchasJD.comandDangdanghavebeguntoshifttowardsintegrateddepartmentstoreandplatformization.Inaddition,somevertical-basedB2Cwebsitesincreaseuserstickinessbyincreasingthequalityofafter-salesandlogisticsdistributionservices.
Acceleratetheconstructionofe-commerceintraditionalretailenterprises
Onlineshoppinghasgraduallybecomeoneofthemainwayspeopleconsume,whichhaspromotedtraditionalretailenterprisesfromtraditionalsaleschannelstotheInternet.Inthedirectionofdevelopment,enterprisesobtainnetworkplatformsthroughself-builtorpurchasemethods,andpromoteandselltheirproductsthroughtheInternet.
E-commerceintegration,shiftingfromproductcompetitiontoservicecompetition
Asearlyas2011,38verticalB2CcompaniesenteredTaobaoMall,therebypromotingproductsuppliers,e-commerceTheclosecooperativerelationshipbetweenbusinessenterprisesandlogisticscompaniesguaranteestoprovideuserswithhigh-qualityandinexpensivegoodsandservices,whilealsoprovidingconsumerswithworry-freeafter-salesservice.Uptonow,verticalB2Ccompanieshavebeendevelopinginaspurt,andB2Ccompanieshavecontinuouslyimprovedtheirownbasicconstructionsuchaswarehousing,logisticsandafter-salesservicestoprovideuserswithgoodproductexperienceservices.
Developmenttrend
Withthecontinuousimprovementofinformationinfrastructure,thespeedofinformationtransmissionandprocessinghasincreasedsubstantially.E-commerceinnovationscontinuetoemerge.ThedevelopmenttrendofB2Cmallsinthenext5yearsis:
Thetrendofhighgrowth
AstheInternetpenetratesintothefamily,thecoverageofsocialawarenessexpandsandsafetytechnologyisobtained.Tosolvetheproblem,thecreditenvironmentiscontinuouslyoptimized,thelegal,taxation,andregulatoryissuesaregraduallyimproved,e-commercewillbepopularizedonalargescale,andtheproportionofe-commercemarketingwillincrease.
Fromcomprehensivetoprofessional,fromgoodtobadtobrandplatform
Becauseofthecentralizedmanagementadvantagesofcategoriesandmoreconvenientexchangesbetweenwebsites.Professionalmallswilleventuallyhavetheupperhandinonlinemarketing.AspredictedbytheMattheweffect,theadditionofthemarketeconomymechanismandtheactiveallocationofresourceswillinevitablyeliminatesomesmall-scaleretailerswithchaoticoperations,whilelarge-scaleandwell-runretailerswillseekfurtherfinancing,expandcooperation,andestablishbrandconcepts..
Thetrendofexpandingintothemarketdeeplyaffectsphysicalretailers
Onlinemerchantsinitiallyconcentratedonsellingsimpleproducts,butnowtheyareshowingatendencytoshifttotheupstreammarket.Someonlineretailershavebeguntobuildtheirownwarehouses,andevenstores,sothatcustomerscangetclosertothephysicalobjectsfaster,andcanhandlereturnsandafter-salesservicesmoreconvenientlyandmorehumanely.Atthesametime,capableoperatorswillexpandtohigh-endproducts.Forexample,thepositioningofJD.comhaschangedfrom"onlinesellers"to"sellingdepartmentstores"and"sellingbooks".Thelatestareasincludeluxurygoods,theopeningofbrandownersandagents.Theplatformalsofollowed.JD.comisacceleratingitsdevelopmenttowardsbecomingafullyintegratedonlineretailer.TheInternetcanenableretailerstoprovidealargeamountofproductinformationtocustomers.Thiscommunicationcapabilitycanhelpwebsellersmovetotheupstreammarketmorequickly,andtransformfromfringebusinessmethodstodominantbusinessmethods.
Large-scaleindependentB2Cshoppingmallopenplatform
DisplayacertainscaleofB2Copenplatformtoattractthird-partymerchantstosettlein.Ontheonehand,itenrichesthetypeandquantityofgoodsontheplatform,andontheotherhand,italsoEnrichedsourcesofincome.Havehigh-qualityuserresources.Andthroughtheintegrationofthesupplychaintomaketheservicestandardsuniform,sothatitcanberecognizedbyusers,andthusrecognizedbyassociates.IndustryinsidersanalyzethattheopenplatformofB2Cmallcanrealizeresourcecontributionandincreaserevenue.Itisalsoconducivetoincreasingsalesvolumeandimprovingrevenuestructure,andsolvingtherequirementsforsalesandprofitfiguresintheearlystageoflisting.WhenJD.com,AmazonAmazon,andLekutianhavesuccessivelytransformedintoplatformshoppingwebsites,theword"open"hasbecomeoneofthekeywordsinonlineshopping,especiallyintheB2Cindustry.
TheriseofmobileInternetconsumption
InadditiontothePCInternet,theprospectsofthemobileInternetaremorewidelyoptimisticintheB2Cindustry.AccordingtoIBMresearch,from2006to2011,thenumberofglobalmobileusersincreasedby191%,reachingapproximately1billionusers.Withthecontinuousincreaseintheuseofmobiledevices,thecontinuouspopularizationofwirelessbroadband,thedevelopmentofwirelesspaymentandothertechnologies,thefrequencyofconsumersusingmobilephoneswillgreatlyincrease.Throughsmartphones,consumerscanbrowseproductcatalogsonline,compareproducts,andacceptmarketing.Promotion,storelocationinformationandinventorysupplycapacity,etc.,andcompletethetransactiondirectly.
Developmentofe-commercewebsitebasedonSNSmodel
SNSisundoubtedlyarevolutionine-commerce.Thedesignofbusinessmodelhasundergoneafundamentalsubversionandre-engineering,anditcloselyrevolvesaround""Customer-centric",businessmodelinnovationandbusinesscapabilitiesarenotsimplyacombination,butanorganiccombination,graftingavarietyofnewe-commerceforms.SNSisnottheoptimizationorelectronicizationofthetraditionalsalesmodel.Itbringsadeepreflectionandpositivechangeinbusinessplanning.