Zero Cost Has Become A Legend. Hubei Internet Merchants Seize Opportunities In Torment.

Yesterday, the fourth annual meeting of the Hubei Internet merchants gathered hundreds of elites, but Liao Jiangtao, the chairman of the Wuhan Internet trading power who was responsible for organizing the four year net business annual meeting, was somewhat desolate. In 2008, hundreds of Internet companies participating in the annual meeting are still active, and there are less than 10. So what happened to Hubei Internet merchants in 2011?

Zero cost has become legendary, Internet operators have anxiety.

"Open shop, carrying countless people's entrepreneurial dream, seems to be zero cost, can make small profits, and even make a career." Lin fan, 23, thought at first, and later realized that things were not as simple as he imagined: "I run maternal and child products and earn less than a thousand yuan a month. Although I do not have a high profit expectation for the first year of entrepreneurship, I am really confused at the moment." Lin Fan said that rising prices and raising the threshold made him feel particularly worried about grassroots online entrepreneurship. Shop online low price The era seems to be gone forever. According to Lin Fan, many of the Internet sellers he knew last year shrank by nearly half of their income last year.

This anxiety is still starting. stage A small net dealer? Business affairs One of the forerunners, "my hundred homes", took a roller coaster last year. "My hundred homes" is a local clothing e-commerce enterprise in Wuhan. Last year, it won IDG venture capital. Zhou Qinnian, the chairman of the company, sighed: "at the beginning of 2011, it was confident that it was 100%, and set a very high goal. But slowly it was discovered that the original growth is not always going on, especially in the second half of the year. Customers are getting more and more picky. Taobao is upgrading too quickly, and the cost begins to rush upward. The two big promotions in November 11th and December 12th were like doping, but the seller's mind was very empty.

But in the eyes of Zhou chin, this situation is torment and opportunity. "After the" tax storm ", the company has made a series of upgrades and adjustments in order to make the company more standardized. Abandon a large number of suppliers, rebuild the supply chain, change the sensibility and random management style, change to the rational, systematic and data oriented way, give up self-help shopping, start to join Juhuasuan, and start a discount with the big stream. With the improvement of online shop threshold, upgrading service quality and building shop brand has become a top priority. Accelerating the spanformation of enterprises has become the choice of many grassroots entrepreneurs. As a veteran of the past, Zhou Qinnian told a large number of small and medium-sized sellers: "when there is no turning back rate of 30%, please be self reflective."

Store business channel and network business enterprise to realize brand revival

Last year, many traditional enterprises in Hubei joined in the list of Internet companies, especially clothing, food, health care products, and so on. They used to rely on the single sales channel of "shop operators". Now they almost realize the importance of e-commerce, and have established their own e-commerce pattern. Among them, the annual sales of cat people even exceeded 100 million yuan.

As a familiar brand, K has achieved its own brand revival once again through the Internet business platform. "As a traditional enterprise, it should not only ensure that its original market share is not lost, but also get more capital from the rapid development of e-commerce, and foster emerging markets to gain greater competitive advantage," said the vice president of the company.

In particular, the Taobao mode and the traditional mode have made a comparison: using the Taobao mode, tens of thousands, hundreds of thousands and millions of dollars can be gradually invested in the cost of brand construction. The brand building time will only take six months or even shorter, and it can also achieve direct and effective communication with customers, and advertising will immediately come to an end; while using traditional mode, at least tens of millions of funds should be dispersed in various business lines, and the effect is also relatively unpredictable.

Insiders use the "mainstreaming" to describe the current trend of online business groups. In addition to the large number of traditional brands entering the online business platform, net goods also accelerate the penetration of the mainstream economy under the line. For example, Taobao's online shopping category extends from books and clothing to clothing, 3C, automotive, home appliances, food and other industries. At present, Taobao has more than 12000 categories, compared with more than 4000 only 3 years ago. Liao Jiangtao, chairman of Wuhan Internet business power, said: "Wuhan's traditional brands almost have their own online sales platform."

Internet business has a critical point. Personal entrepreneurship is still promising.

Internet traders have become the largest group of businessmen in the world, and the number of Internet dealers has reached 83 million in the first half of last year. They are experiencing the process of "going to grass roots" and "enterprise domestication".

A few days ago, the Alibaba Group Research Center released a research report on "crossing the critical point - the 2011 Internet business development". According to the report, the development of e-commerce, the scale of e-commerce and the scale of online retailing, and online shopping consumers are experiencing the stage from quantitative change to qualitative change. The proportion of e-commerce spanactions in 2010 accounted for 12.1% of GDP. According to China's "12th Five-Year plan" target, by 2015, e-commerce spanactions amounted to 12 trillion yuan, accounting for 20% of China's GDP. Behind the fast growing e-commerce market is the support of online shopping consumers. According to CNNIC's survey data, the number of online shopping users in China has reached 173 million in the first half of 2011, and users are expected to reach about 350 million by 2014. As the number of online shopping consumers is over 100 million, the signal of critical point has emerged. The main body of online business development group itself is becoming more and more mainstream. At present, network operators are realizing the scale spanning, and more and more network operators have already entered the scale of billion yuan scale, and individual brands have even moved to 1 billion yuan level. With the popularity of Internet business, the trend of entrepreneurship of Internet merchants is more obvious. At the same time, the traditional enterprises to accelerate the "touch net" has also become an important reason for promoting the mainstreaming of Internet business groups.

However, the industry believes that there are still opportunities for individual entrepreneurship.

For the current overall survival of Hubei Internet operators, Liao Jiangtao gave such an evaluation, "Hubei online merchants annual sales of over 100 million only 3, more than ten million less than 50. Although the overall rankings have been hovering between Eighth and tenth, there is still a big gap between absolute value and developed provinces. " Xiong Zhenbang, Secretary General of the Wuhan Electronic Commerce Association, also believes that Wuhan is in urgent need of breaking out in the face of the new wave of Internet commerce.

When Hubei Internet merchants are faced with the spanformation from "grassroots" to "enterprise family", are there any opportunities for small and medium sized network operators? In this regard, insiders say that under the current situation, small and medium-sized Internet operators do generally face the following difficulties: first, lack of resources, goods and resources, promotion of resources and human resources are close to big enterprises, and opportunities for small business operators are getting smaller and smaller. Second, lack of capital, higher operating costs and longer management chains; third, lack of management and basic knowledge of business management. In order to change this situation, we must work hard in the differentiation of market orientation, standardization of company management and specialization of online store operation.

"Although the moment is not the golden period of individual entrepreneurship, there are still opportunities," Liao Jiangtao said. Dong Lingrui, general manager of Xiao Rui Liang Bao, when most of the seller of luggage and luggage in Hubei had disappeared, Dong Lingrui was a rising star. He built a 4 crown shop in a year, and became the fastest growing shop in the category of bags. At present, the main force of network operators is still individuals. There are still opportunities for personal entrepreneurship, but higher requirements for the quality of individual entrepreneurs are required. Only by achieving specialization and standardization will there be a long-term development. "This is a career full of imagination. You should not only have dreams, have brand awareness, but also have determination to bear hardships and hardships."