"Grassroots Network Business" Entrepreneurship, The Market Gradually Refined.

At present, the goods cost up to 200 thousand yuan a day, and Cheng Zhengrui is packing the goods.

　 Cheng Zhengrui's outdoor products registered his own brand.

"Grassroots network business" entrepreneurship

Qingyan Liu village, which has nearly 2000 shops, is the famous Taobao village in Yiwu, Zhejiang. In 2010, it sold about 2 billion yuan of goods. Cheng Zhengrui is a grassroots network businessman who is active in Taobao village. He is only 24 years old this year.

Cheng Zhengrui, a junior college educated, had only twenty thousand yuan in start-up funds when he opened shop in Yiwu in 2007. At present, Cheng Zheng Rui Mainly for outdoor products wholesale and retail, in Yiwu has an outdoor production enterprise, and in Yiwu business city and other places to set up shop entities. In 2010, Cheng Cheng Rui's online store sales exceeded 20 million yuan.

Relying on the advantages of Yiwu's "global small commodity distribution center" and the convenient conditions adjacent to Yiwu Jiangdong freight yard, Qingyan Liu village has been blooming all over the world since 2008. Taobao's online trading of more than 500 thousand "golden crown" shops is near 1/10.

"Qingyan Liu village is the incubator of e-commerce." Liu Wengao, the founder of Taobao village and vice president of E-Commerce Association of Jiangdong Street in Yiwu, said that after a few years of development, there are more than 30 thousand network operators in Yiwu. Xinhua News Agency reporter Han Chuanhao photo

In 2010, the sales volume was 400 million yuan and the expected sales volume was 2 billion yuan in 2011. This rapid growth came from an e-commerce enterprise named "wheat bag" specializing in the sale of luggage and bags. Traditional business The field is almost unthinkable, and at the same amazing speed, there is also "good Le buy", a website specializing in the sale of shoes: sales in 2010 were 200 million yuan, and sales in 2011 were expected to be more than 800 million yuan. There are many such high growth e-commerce businesses, such as the "Wei cotton net" which sells the underwear socks, the "jumei.com" specially designed for cosmetics, the "iron blood net" dedicated to military supplies, and the "I buy the net" of the monopoly food.

Since the Internet platform has begun to show its tremendous influence, it has attracted numerous enterprises to join B2C to launch online retail business, and many enterprises have failed. Today, in the fierce market competition, online retailing is moving towards professional segmentation. And focus on the subdivision of a particular field is bringing unprecedented development to this industry.

The trend of specialization and branding is obvious.

Holle was founded 4 years ago, and Li Shubin, founder and CEO of happy Lok, looks at the breakdown of online shoe sales. market It will be a market of tens of billions of yuan, and it can produce more than 10 billion yuan of sales. "In addition to shoes, the future may expand to the relevant field of clothing, but the focus on the construction of shoes products online sales is still the first."

Li Shubin was born in a small town in Liaoning. When he was in high school, he bought a pair of Lining shoes. He needed to send someone to Shenyang. Last year, I found Lining in my hometown, but I still had no Nike or Adidas. "We have solved the problem of no channels in small and medium-sized cities. Many brands have gained popularity and influence throughout the country, but the services and channels have not yet arrived, so good Lok is developing new markets. 60% of our customers come from small and medium-sized cities. Li Shubin said. {page_break}

The success of good Lok is traceable. In the eleventh years after its establishment, the sales volume of us Zappos, a shoe focused online retailer, has exceeded $1 billion. It is also because China is the largest online retailer specializing in shoes, and in March this year, it was easy to get huge financing.

Good Lok currently sells nearly 160 brands online, including international brands such as Nike, Adidas and CROCS, including domestic brands such as Lining and Anta. This number is increasing, and the future target is 1000 brands.

It is different from the business model of good Lok buy and famous brand cooperation. Similarly, the wheat bags that were launched 4 years ago chose to build their own brands. Mai Bao is headquartered in Jiaxing, Zhejiang, and is backed by one of China's largest bags and production bases. "To do B2C, the core is still the product. We must give full play to this advantage." At present, we have successfully created 18 different brands of DUDU, LM, Gore and so on. Vice president of wheat bag, Fang Tian Yu said.

The wheat package has broken down the brand of the brand, and has opened the whole chain from design to sale. Because it has firmly occupied the upper reaches of the industrial chain, it can achieve the highest quality product at the lowest price, and has the bargaining power of the competitors. Fang Tianyu said that in the future, wheat bags should also make luxury packages worth more than 10000 yuan.

For ordinary consumers, if visiting Taobao is like visiting a huge market, it needs to be carefully screened in mass products to find the goods they need. These new e-commerce enterprises are like network stores: luggage stores, shoe stores, underwear stores and cosmetics stores. To provide reliable brand products.

　 Fierce competition leads to continuous subdivision.

Fierce competition in the market has prompted entrepreneurs to search for the blue ocean of online sales and search for the market segments that have not yet been occupied.

In fact, in the field of online retailing, there are already well-known enterprises focusing on market segmentation, such as Dangdang and excellence, all of which are based on book sales. But the earliest focus on market segmentation and great success is the Jingdong mall, which started in 2004 with computers, mobile phones and other 3C products, becoming the first e-commerce company in China to break through billions of dollars.

A major feature of Jingdong's development process is its own logistics system. Due to self built logistics, Jingdong mall has cracked the bottleneck distribution and after-sales service of many e-business enterprises to some extent by the third party logistics company. At present, logistics is becoming an important point in the development of Jingdong. "What we need is a large logistics distribution system. Our products are on average 4 kilograms per piece, and most of the third party logistics companies are very difficult to do, for example, the average package of SF is 1 kg." Liu Qiangdong, chairman and CEO of Jingdong mall board, said that in the next 3 years, Jingdong will continue to invest 10 billion yuan in its own logistics system.

The large-scale self construction of logistics in Jingdong mall reflects the deep-seated reasons for the continuous segmentation of the online retail market: different categories of goods, all aspects of on-line sales have different characteristics, and no enterprise can take the retail business of different types of commodities.

In terms of procurement, the procurement process of each category is different. 3C products and books are all pursued, replenishment cycle and ordering period are short, and shoes and clothing have a longer subscription cycle, so it is necessary to make accurate prediction of order information in the early stage. Li Shubin said.

Li Shubin asserted that specialization and branding are the development trends of e-commerce. However, it is necessary to invest more, enrich product lines, maintain price advantages, and provide more services for distribution and return services. "After all, we are not a sales platform like Taobao, all goods are in our warehouse, and then delivered to consumers."

Shopping experience is more important than price advantage.

In 2010, China's online retail market reached a scale of 513 billion 100 million yuan. With the continuous expansion of the online shopping market and the growing maturity of consumers, higher demand for shopping experience has been put forward.

"Logistics should not only have distribution capability, but also distribution speed." Liu Qiangdong said that the reason why Jingdong mall is to build super large single warehouse in every place, and put all the products in a warehouse, the purpose is to deliver the goods quickly. "The demand of Chinese netizens for distribution logistics is unique in the world. The speed of logistics in the United States is very fast, but it is impossible to place an order in the morning and arrive in the afternoon, but we have done it in 16 cities in China, and small and medium-sized parts are doing the same."

Whether it is convenient to purchase commodities, whether the payment links are convenient and smooth, whether the logistics distribution is fast and safe, and whether the after-sales service is satisfactory. Consumers' shopping experience is becoming the core element of the competition of online retail enterprises, and it also forces the B2C market to move towards professionalization and branding.

"For new products, compared to traditional retail channels, the price advantage of good Lok is around 20%." Li Shubin believes that the advantage of online retailing is the price in the short term, but in the long run it is service and needs to give consumers a good shopping experience. Therefore, all online retailers need to establish their own brand value. In order to give consumers a good shopping experience and after-sales service, good buy also chose to build self built logistics. By October this year, Beijing, Shanghai, Chengdu and Guangzhou can all independently distribute.

"E-commerce will definitely go to such a stage in the future, because users are not cheaper, but because shopping is more convenient and shopping experience is better and online shopping. At this stage, whether we can bring value to users becomes very critical." Sun Taoran, chairman and CEO of La Carla electronics payment company, said.

It is foreseeable that in the process of professional segmentation, a well-known brand online retailer will continue to form in various fields, allowing consumers to know where to go in the sea of online goods.