It is undeniable that the vicious low-price competition of e-commerce, and low-price competition without a bottom line, is definitely our unique feature.
So how is the vicious low-price competition formed step by step?
First of all, before the emergence of e-commerce, I believe we rarely encounter which shopping mall or market, suddenly there is a merchant who sells more things than all the merchants in that market Both are cheap.
Therefore, this vicious bidding model only appeared after e-commerce. Even now, it mainly appears in the field of e-commerce. The impact of this e-commerce model formed by vicious bidding on physical stores is absolutely devastating.
And the main promoter of all this should be Feng Qingyang's Taobao.
But For Jack Ma, one thing we cannot deny is that Jack Ma promotes the process of network development .
can even be said to have changed the business landscape in a completely accelerated way. His influence will be very far-reaching, and will leave a strong mark on the progress of China's modern commercial civilization .
Following the advancement of science and technology, the emergence of e-commerce is inevitable. Its development itself has no problems. Its main problem is the way of development, or in other words, the way that certain people promote it. Among them, the most important method of is low-price promotion with no bottom line, which is also the most unruly, unfair, and unethical way of competition.
This approach destroys the normal and fair value orientation that everyone originally complied with, established by conventions and conventions.This point is the most deadly, and the basis for this is initiated and promoted by Mr. Ma’s Taobao first.
Let’s analyze how this process is completed step by step ?
The pace of the wind is clear.
1, the search price comparison is the starting point,
2, is a high-speed advancement,
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These steps are interlocking, one step is stronger than one step, one step is fierce, and one step is crazier.
Let's say one by one
one,
The first online shopping is actually very similar to our shopping in physical stores. The first thing you can see when you open the platform, just like when you go to this street, the first store in front of you is the same. All you can know is the information about the store you opened.Then you are not satisfied with the price of the products in the shop in front of you, you can search slowly by yourself, and browse slowly by yourself. Similar to the physical store, you can go to other stores and then go shopping slowly.
There is no third party to provide you with any operation method to solve the problem of this choice at a faster speed . At this time, more people will definitely choose the nearest one, which is almost enough. This is relatively fair compared to all shops of the same type on the whole street. In addition, even if a certain store has a special promotion, he will at most take one or two models out for promotion, and the style of each store will be different, which naturally distinguishes the different needs of consumers. A certain balance has been achieved!
At this time, JD.com began to grow rapidly, and JD.com started with electrical appliances, and its main slogan was quality first. It is genuine, and the price is not much different from that of physical stores. What he mainly promotes is convenience. Taobao is mixed with fish and dragons, and generally wins by price and magnitude. Taobao considers itself to be on the couch, how can it allow others to sleep soundly, competition starts!
This situation has given birth to the emergence of unethical search price comparisons. (Why does say that search price comparison is unethical? It’s like the platform is a "landlord". The "landlord" can get merchants to deduct points. In this case, he deliberately put the price of the whole street on consumers In front of him, and his family appears at the lowest price, this is a naked vicious competition).
The third party (that is, the platform party) actively pushes the merchants to the front desk to compete through search and price comparison , which breaks the original sellers and makes products and services good, breaking this This kind of normal transaction order and transaction process.
will inevitably intensify the intensified competition between various businesses. There is no doubt that consumers of similar products will naturally choose cheaper ones. At this time, businesses are forced to survive through price wars. But as for the platform’s revenue, it doesn’t matter what you sell cheaply or what you sell expensively. On the contrary, if your competition intensifies, your marketing investment will naturally increase, but your profits will decrease.
Too low profit is difficult to support the survival of the business. At this time, the business can only increase sales, that is, only a large amount of sales can maintain the survival status quo brought by the meagre profits of the business, and start an infinite loop . This situation is very unfavorable for the business, but there is no alternative.
But for the platform, it is quite happy in this situation, because the marketing of the merchants has increased, the platform has an additional revenue, the transaction volume of the merchants is greater, and the platform deductions will naturally be more.
platform is naturally more profitable. In addition to advertising, there is also a huge benefit direction, which is the proportion of transactions, that is, the larger the transaction amount, the higher the profit he earns . The shorter the time, the higher the transaction amount, the more money he will make.
On the one hand is the vicious circle of merchants, on the other hand is the exponential growth of the platform.
In the end, the platform has formed a label featuring low prices, attracting more and more people to participate in online shopping.
However, it’s not enough here, because year after year, for investors, what he wants to see is that the next year will grow more than the previous year, so he has to be non-stop, and then second Step came into being.
Two,
platform is not yet satisfied with this growth in performance, and it has dug out its brains to launch Juhuasuan. This gameplay is an ultra-high-speed leapfrog competition based on the original sales. This selling method turns normal store sales into a low-price dumping . Yes, dumping is dumping, which is often referred to as dumping in international trade .
In this case, if it can bring benefits,The winner of that greatest benefit is only the platform. As far as the product is concerned, it goes directly from the factory production line to the consumer's hands. There is an unhealthy ingredient in it. This is the same as a newly renovated house that is not suitable for immediate living. Some products, such as clothing and shoes, are directly in contact with the skin. You can imagine. And driven by extreme rush work and low prices and low profits, cutting corners will inevitably become a matter of course.
At this time, the two groups of factories and normal merchants have begun to blur. (From this point of view, it is not an increase in employment, it is obliterating a part of employment, and a considerable part of employment.)
This is the first time that Taobao Xiaoer’s corruption has occurred, because it is a cost-effective one. The huge transactions brought about by the huge traffic are really huge. Caused this kind of corruption to breed.
There is no doubt that Juhuasuan makes the price competition of merchants more naked and has no bottom line. However, even at this time, greedy capital still cannot satisfy the existing performance growth .
At this time, there is a strong blessing for Singles Day, and it turns out.
One,
If Juhuasuan is just a staged fight between individual merchants, then Singles Day is a strangulation of all merchants online at the same time .
Day-to-day transactions are not the most profitable days of merchants, but they must be and must be the platform's gold carnival. is more than just a day's worth of money into the treasury . The transactions in a day range from tens of billions to hundreds of billions, and they are well-known and resounding all over the world.
And Singles' Day seems to be not enough, so there was a double 12 afterwards, and he also brought out a 618 on JD.com.
In this way, step by step, year after year, everyone's values are distorted and torn apart by habitual acceleration.
This is the context of the vicious low-price competition promoted by Feng Qingyang.
Sometimes I think,
do we really need that day to consume so much?
to buy so many things?
Could it be said that
is not a joy of life to go shopping occasionally?
And all kinds of inferior goods at low prices are flying all over the sky, and the resulting hundreds of millions of packaging garbage will be endless troubles!
This is just a capital game played by a smart man dragging a huge amount of netizens together, and ordinary netizens like us are like frogs in warm water, unconscious .
There are many people who say that physical stores cannot work because of high rents. This is a big fallacy . I have opened a shop myself, and when the business is bad, it is not when the rent is highest. On the contrary, when the business is bad, the rent is very cheap. When many shops are empty, and when the business is good, when everyone makes money, even if the rent is high, the businesses are rushing to rent.
Say an obvious truth, don’t say it used to be, just like now there are still some street shops in every city still operating, but you will find that these are still operating often in the city’s commercial locations The best and the highest rent.
When business is good, the cost of rent can be reduced to zero, but when business is bad, rent of one dollar is sometimes unbearable because there is no profit to support it.
Everyone think about it,Is
like this?
.
