Jul 30, 2022
In Education Forum
The opinion of this article: E-commerce, retail, and consumer brands ultimately point to two models: driven by scale and circulation efficiency, and driven by premium brands and services; The emergence of social media giants has a huge impact on the overall market landscape and opportunities in many segments; For consumer brands, when the monopoly advantage of channels is no longer available, the main driving force is the evolution of categories and changes in media, that is, which category has brought significant growth dividends to the evolution of media forms. 01 Mode 1 is driven by scale and circulation efficiency In today's e-commerce, Alibaba and Pinduoduo compete for efficiency, and the size of the two can almost represent the efficiency of commodity circulation phone number list and connection on a macro level. Commodities start from production and are transferred to consumers. The increased cost can be roughly simplified as retail platform channel cost + brand owner inventory cost + logistics performance cost + brand premium. Ali has the largest volume and optimizes all aspects; while Pinduoduo starts from unbranded categories such as agricultural products and toilet paper, as well as white labels, to eliminate brand premiums; lock demand and improve inventory accuracy through large-scale group orders ; And relatively reduce the channel cost of the platform, but logistics is currently its constraint. The front-end of Pinduoduo has a relatively large proportion of decentralized traffic structure (the largest decentralized traffic is in WeChat, while WeChat and Taobao are separated all the year round), and there are differentiated connection links for instantaneous collection and distribution; long-term view For changes in the cost structure of commodity circulation, Pinduoduo's volume and matching connection efficiency still have great advantages in the supply-side transformation of the "Three Musketeers". The same problems Taobao faced back then: the business model of the C2C e-commerce platform is advertising fees, and only brands have the ability to pay on a large scale; if it is the Costco model, China's small family structure, fragmented consumption habits and logistics performance costs Whether it can support its single-economic model.