Electronic Commerce: "Myth" Opened In Ten Years

2010 China Electronic Commerce Market turnover has exceeded 4 trillion and 500 billion yuan.

In 2015, the scale of transactions will increase by 5-10 times.

Coverage of the population will exceed 500 million, and life and production patterns will change accordingly.

On the wall of the two floor hall of International Building, West Lake, Hangzhou, Zhejiang, there is a whole face of real-time electronic trading display, is constantly flashing.

"It's always beating. TaoBao The trading situation at every moment. " Taobao official said. "From the data in 2010, we can sell 48 thousand items per minute on average," Taobao said.

Taobao is only a microcosm. In recent years, China's e-commerce market has continued to grow, and by the end of 2010, the volume of market transactions has exceeded 4 trillion and 500 billion yuan.

Ten years to wear a sword. From trial, grinding, budding to blossom everywhere, the "illusory" electronic commerce that once existed in people's eyes has transformed about 80 million of "Internet merchants" and 161 million of Internet users, and is also profoundly subverting people's production and lifestyle.

Who has changed e-commerce in ten years?

In 1999, Ma Yun, an English teacher, founded a name in Hangzhou. Alibaba Website. At that time, when people heard the "Alibaba", the first reaction was mostly "the happy youth in the Arabia story".

Ten years later, "e-business" has become an inevitable choice for many operators, B2B, B2C, C2C... A string of strange nouns is gradually known.

Data show that as of the end of 2010, China's B2B enterprises have reached 9200, B2C and other business models have reached 15800 enterprises, and personal Internet stores have reached 1350. Alibaba, Mcglaughlin, Dangdang and so on have taken the pace of listing. The concept of E-business has become a hot spot of capital pursuit.

From barbaric to mainstream, it has never been recognized as the influx of huge venture capital. The spark of e-commerce has been prairie fire in China. At the same time, "e-commerce is changing China's enterprises and consumers." Relevant experts are summaries.

For consumers, the most intuitive feeling is the convenience of shopping, the increase of commodity choice and the relatively low price.

The bigger change is that consumers have more dominance. Ma Yun, chairman of the board of directors of Alibaba group, said that consumers are in a more active position in the chain of e-commerce. The recording function of online shopping makes the evaluation of consumers important to sellers, so sellers pay more attention to consumers.

It is reported that in the "seven grid" and other net goods brand, consumers even participate in the decision to launch new products.

For e-commerce practitioners, insiders say, "e-commerce has brought new vitality to China's economy and contributed to the innovation and transformation of the industry."

A large number of small and medium-sized enterprises have obtained direct opportunities for global business through e-commerce. Taking Alibaba as an example, as of the end of 2010, its platform has more than 56 million members from more than 200 countries, and the number of business shops on the platform has exceeded 8 million.

At the same time, the Internet has also become a "fast lane" for the growth of new brands. Zhang Zhouping, an analyst at the China Electronic Commerce Research Center, said that on the Internet, only by using traditional 1/5 time, 1/40's investment can produce a well-known brand.

Now, on Taobao, the sales of brand goods such as rash, silk and seven grid goods follow the traditional clothing brands such as ONLY and Europe, and occupy the top 10 of Taobao's clothing sales. Among the 119 Amoy brands, 41% of the brands created by grassroots Internet dealers accounted for 28% of the newly established brands for foreign trade enterprises.

More importantly, because of the low threshold of entrepreneurship, more people participate in the chain of social economy through e-commerce. Among them, there are college students, white-collar workers, migrant workers, retirees and farmers.

From Shanxi Lvliang to Hebei Qinghe, from Zhejiang Yiwu to Jiangsu Suining, a number of rural network business clusters began to rise. Insiders pointed out that the rural network operators "hostage the hostage before now, now catch the mouse", has realized the effective docking of "small farmers" and "big market", which not only made the family business rejuvenate, but also created a new way of urbanization.

New vitality is also reflected in the birth of new industries and new professions. With the development and expansion of e-commerce, the third party service has begun to rise, and it has also given birth to a number of new types of occupations, such as logistics express industry, professional storage service providers, financial management IT service providers, shop decoration, "Ma Dou" and so on.

There are many traditional enterprises that are changed by e-commerce. "The application of electronic commerce is the second pioneering work of traditional enterprises." Zhu Lian, director of the e-commerce Department of the Ministry of information technology of the Ministry of Commerce, believes that this is a strategic choice for traditional enterprises to conform to the trend of the times and ensure survival and leading in the future competition. Today, manufacturing areas such as founder, Lenovo, Haier, home appliance retail industry such as Suning, Gome, food category such as COFCO, clothing categories such as Lining, seven wolves, and even the circulation of China Post...... A number of traditional enterprises have begun to "touch the net" and dig deep into the network platform.

　 E-business reshaping industrial chain

While traditional enterprises have been "touching the net", a group of brands and stores that have risen to the Internet have begun to infiltrate and expand under the line. At the 2011 China International Clothing and accessories fair, the Amoy brand "big J small V" was invited to participate in the exhibition and debuted at the international mainstream Exhibition for the first time.

In addition, a number of clothing brand online shops such as Vic and fashion have also attached great importance to offline channels. According to Li Jing CEO, the next step is to put the experience store on the CBD office building in the first tier cities such as North and Guangzhou. "Online and offline will enter a new era of comprehensive integration." She said. E-commerce is deeply integrating into the real economy.

With the development of electronic commerce, the transformation of the whole industrial chain structure is also more and more obvious. On the one hand, it shortens the links from production to consumption and increases the role of consumers in production.

Because e-commerce can bring mass personal needs together, which makes production possible to transform from mass production to customization, and "tailor-made" is possible. This can bring better personalized service to consumers and bring new opportunities to large numbers of small and medium-sized enterprises.

Relevant experts said that this also means changing from "economies of scale" to "economies of scope". Liang Chunxiao, vice president of Alibaba group, said that the "customization economy" embodies the concept of "scope economy". Its core is to share resources to produce multiple products and services, and to increase the remuneration by diversifying the initial costs of diversification.

At present, many domestic small and medium-sized enterprises have realized customized production and flexible management by means of e-commerce. The custom shirts provided by cool company include nearly 3000 sizes. Besides size, customers can also choose their own colors, fabrics, collar type and sleeve type.

The initiative of consumers began to increase. Ma called it the C2B mode. In his view, it is foreseeable that with the "80's" and "after 90" gradually entering the main consumer, they will become the leaders of the future industrial upgrading, and customized production of consumer demand will become a trend.

At the same time, e-commerce also changes the production process and changes the relationship between production and sales. As a brand new e-commerce mode, "MB2C" is entering the public view.

"In this mode, the manufacturer (M) will no longer simply provide products to B, but combine with the latter to form an interest community." We are implementing this model now. Li Jing said, "the MB2C mode has opened up the entire industry chain. The electricity supplier can reduce the procurement cost, while the manufacturer can share the profits brought about by the product sales, and at the same time, it can make a quicker response to the needs of the consumers."

This series of changes has pushed e-commerce to the mainstream platform. This trend was approved by the central government in 2010, and "e-business" appeared for the first time in the prime minister's government work report. At the same time, online store real name system, third party payment and other related policies and regulations have been promulgated, e-commerce has begun to have laws to follow.

　 What are the future paths?

Of course, the development of e-commerce is not all sunshine.

Logistics has become the first bottleneck. The massive promotion of Taobao mall in November 11, 2010 and the increase in the number of goods before the Spring Festival in 2011 make the express industry frequently "burst out". Liu Qiangdong, chief executive officer of Jingdong mall, said that logistics has limited our sales ability. To this end, the powerful e-commerce platforms have begun to invest heavily in developing the logistics industry.

Network fraud and fake become the gate of the development of e-commerce. In this regard, the platform and relevant government departments have realized its importance. In March 2011, Wei Zhe resigned from Alibaba CEO because of fraud in the supplier. Recently, the 9 departments of the Ministry of Commerce and the Ministry of industry and Commerce jointly issued a circular calling for further cracking down on infringement and counterfeiting in the online shopping field.

The current trend of inflation and bubbles has become a Damour sword in the field of electronic commerce. In the past two years, China's e-commerce industry has always been the darling of venture capitalists. With the integration of huge amounts of capital and overvalued valuation, the trend of bubbles has emerged. In January this year, Ma Yun reminded China that the B2C bubble was no less than the 2000 Internet bubble, and that it would be seen in the next one or two years.

This year, the prices of e-commerce elements are generally rising. Experts point out that e-commerce inflation is an indisputable fact. The era of "one person, one computer, one home can easily start business" is gone forever. {page_break}

　　 Of course, there is no doubt that e-commerce is developing in China.

On the one hand, the market will continue to maintain rapid growth. It is predicted that by 2015, the scale of e-commerce platform will increase by 5-10 times, and e-commerce penetration will exceed 60%.

On the other hand, e-commerce is also facing great changes in form. Community-based is regarded as one of the future trends. Li Zhi, an analyst with Analysys International, said that e-commerce is facing the problem of how to acquire new users and retain old customers. This is what community-based networks can help solve.

In fact, the website with sharp sense of smell has begun to act. The happy online group purchase edition was launched online in February this year. Kaixin CEO Cheng Binghao said that with the transformation of China's Internet from entertainment to business application, the development of community-based e-commerce is inevitable. Similarly, Ma Yun, who is engaged in e-commerce at the other end, listed SNS (Social Networking) as the first place in Taobao's 5 "must" in 2011.

The rise of mobile e-commerce has also become the consensus of the industry, whether Alibaba, such as electricity providers, or China mobile operators, have invested heavily in this area. Relevant experts also said that China has a strong user base and will maintain rapid growth in the era of mobile e-commerce.

"The overall level of e-commerce in China in the next 5-10 years is expected to continue to develop rapidly and is expected to lead the world." China's e-commerce research center is forecasting.