? China and cross-border electronic commerce are mainly divided into business-to-business (B2B) and business-to-consumer (B2C) trade modes. Under the B2B mode, enterprises mainly use advertisements and information release, and the transaction and customs clearance processes are basically completed offline, which is still traditional trade in essence and has been included in the general trade statistics of customs. Under the B2C model, China enterprises directly face foreign consumers, mainly selling personal consumer goods, and the logistics mainly adopts air parcels, mail and express delivery. The main body of customs declaration is postal or courier companies, and most of them are not included in customs registration at present.
So what kind of mode is it to focus on the current mature B2C? Here is a brief introduction. ...
First, basic information: B2C(business to customer) is generally a business activity between merchants and customers, commonly known as "online shopping website". Enterprises and merchants can make full use of the network infrastructure, payment platform, security platform, management platform and other resources provided by the electronic mall to carry out business activities efficiently and at low cost. It is one of the classifications of e-commerce according to transaction objects, that is, e-commerce representing commercial institutions to consumers. This form of e-commerce is generally based on online retail, and online sales activities are mainly carried out with the help of the Internet.
2. Features: Because this model saves time and space for customers and enterprises, it greatly improves the transaction efficiency, especially for busy office workers, this model can save valuable time. However, the characteristics of goods sold online are also very obvious, which are limited to some special goods, such as books, audio-visual products, digital products, flowers, toys and so on. These goods have low requirements for the buyer's sensory experience such as vision, hearing, touch and smell. Commodities that require consumers' specific sensory experience, such as clothing, audio equipment, perfume, etc., are not suitable for online sales. Of course, it is not excluded that a few consumers decide to buy a certain brand or model without live experience, but such consumers are rare, and people are more willing to trust their sensory experience to decide whether to buy. Therefore, successful enterprises in the B2C market, such as Dangdang and Zhuoyue, all sell some special goods.
Third, the transaction method: B2C e-commerce payment method is a combination of cash on delivery and online payment, and most enterprises choose logistics outsourcing to save operating costs. With the change of users' consumption habits and the promotion of excellent enterprise demonstration effect, online shopping users grew rapidly, accounting for 5.4% of the total number of netizens in 2004. At the end of 2004, the B2C e-commerce market in China reached 4.5 billion yuan. This business model has basically matured in China.
Fourth, the composition of the website.
B2C e-commerce website consists of three basic parts:
1. Shopping platform-a shopping website or software client that provides online shopping places for customers;
2. Logistics, which is responsible for the distribution system of goods purchased by customers;
3. The bank and authentication system responsible for customer identity confirmation and payment settlement-credit guarantee;
V. Website features 1, product display: tell users what this website mainly sells and how much it costs;
2, commodity search: let users quickly find what they are interested in;
3. Add and view shopping carts: tell users what you have chosen;
4. Delivery method: tell users how to get the goods;
5. Settlement and payment of orders: tell users how much and how to pay;
6. Registration and login: obtain valid information of users;
7. Customer Center: Tell users what they bought;
8. Help, rules, contact information and other related pages will be displayed.
Special emphasis on 8, many people don't pay much attention to it. Xunzi takes the simple pages of help, rules and contact information as the core functions because these pages reflect the customer service level and respect for users of a website, copy other people's help and purchase rules, and even don't delete other people's names. This will only make people laugh and cry, and even tolerant users will doubt the professionalism of the website.
Sixth, pattern classification
1, comprehensive B2C
Give full play to its brand influence, actively seek new profit points and cultivate core business. For example, Zhuo Yue Amazon can explore international brand purchasing business or purchase new business such as international brand product sales on the basis of existing brand credit and with the help of the internationalization background of its parent company Amazon. Website construction should be further refined in terms of commodity display and intelligent information system. For the relationship management of new and old customers, it is necessary to refine the content of customer experience and provide more humanized and intuitive services. Choose better logistics partners, enhance the actual control of logistics, and improve the quality of logistics distribution services. Typical representatives are: JD.COM Mall, Dangdang and Zhuoyue.
2. Vertical B2C
Continue to explore new highlights in core areas. Actively communicate and cooperate with well-known brand manufacturers, resolve conflicts of interest with offline distributors, expand product lines and product series, improve pre-sales and after-sales services, and provide diversified payment methods. In view of the fact that some vertical B2C operators have started to set foot in different industries, the author thinks it is necessary to avoid the risk of decentralized operation and the dispersion of funds. Instead of investing in other industries, it is better to put money on logistics and distribution construction. We can try to explore the mode of "logistics alliance" or "collaborative logistics". If funds permit, we can gradually realize self-operated logistics, ensure the quality of logistics distribution, enhance user stickiness, improve the "third-rate" of the website, and then look for business opportunities in other industries. Typical representatives are: Red Kids, Wheat Bags and Vanke Eslite.
3. Online direct selling B2C of traditional production enterprises
First of all, we should make clear the future orientation, development and goal of this model from the strategic management level. Coordinate the interests of the original offline channels and network platforms of enterprises, and implement differentiated sales, such as selling all product series online, while products sold through traditional channels reflect regional characteristics; The implementation of differentiated prices, offline and online commodity pricing is set according to different time periods. Online products can also improve after-sales service through offline channels. In product design, we should pay attention to consumers' sense of demand. Vigorously absorb and tap the network marketing elite, cultivate the e-commerce operation team, and establish and improve the e-commerce platform. Typical representatives are: Belle Peach Show. Com and Li Ning online shopping mall.
4. Platform B2C website
B2C is restricted by many factors, but in the case of limited manpower, material resources and financial resources, it is a good way to broaden online sales channels. The key is that SMEs should choose a third-party platform with high popularity, click-through rate and high traffic; Secondly, it is necessary to hire an online store manager who understands online marketing, is familiar with online applications and understands the operation of physical stores; Thirdly, we should take a long-term view of network channels, increase product categories, and make full use of the resources of physical stores, existing warehousing systems, supply chain systems and logistics distribution systems to develop online stores.
The above concepts are compiled from Baidu Encyclopedia.
The following is information about e-commerce and logistics industry model.
? Retail, logistics and e-commerce are increasingly blurred, and the businesses of the three industries in China are obviously intertwined. Both logistics and e-commerce are striving to build their own complete industrial chain. The following are two representative modes of domestic e-commerce self-built logistics:
Alibaba-style, focusing on building an e-commerce ecological chain, that is, doing platform-based logistics. Now 3PL express delivery is either integrated or even forced to become 4PL, or turned to direct operation as an independent logistics platform to compete with Alibaba platform;
JD.COM mall style, that is, standardized logistics, builds a competitive fortress in the vertical field, integrates the supply chain, gradually occupies the high position of the smile curve industrial chain, and vigorously squeezes and offsets the natural and late-comer advantages of traditional retail.
The same premise of these two representative models is that e-commerce has good internal strength, data support, real-time information decision-making system, process optimization and rapid response ability. Just like strike while the iron is hot, otherwise it will be impossible to integrate and control the supply chain, and there will be no chance to realize the ideal state required by e-commerce logistics: deliver limited goods to limited places at limited cost in a limited time, fully meet the unlimited service needs of users and create users.
In short, the essence of B2C e-commerce is retail. When the market develops to the present scale, consumers become more and more mature and rely more and more on online shopping, which will inevitably shift from low-level price and channel competition to higher-level brand and technology competition. In the end, e-commerce mainly relies on the difference between purchase and sale and value-added services to make profits. To a great extent, this determines that in order to realize the transformation of logistics from cost center to profit center, e-commerce must constantly strengthen and optimize the management and integration of supply chain and even industrial chain.
Especially when the background is the economic crisis, e-commerce bears the continuous large-scale transfer of offline consumer demand to online, and promotes the rapid prosperity and development of logistics, but the two sides can't reach a professional division of labor and keep the development rhythm and matching requirements in harmony. If e-commerce is 1, logistics is 0, and forced to do 1, e-commerce has to do it itself1.
? The above finishing and forwarding users who know themselves @ 嗮嗮嗮嗮嗮嗮嗮 answered "Why do many domestic B2C e-commerce companies choose to build their own logistics? What kinds of representative models are there at present? "
Question link: /question/ 19665798