In China, the development of e-commerce has entered the third stage of rational development after the first stage of "concept hype" and the second stage of "concept hype". Com "companies are competing to emerge. The so-called rationality, on the one hand, refers to the theoretical understanding of e-commerce, changing the wrong view of emphasizing "electronics" over "commerce" in the past, and realizing that "electronics" is only the foundation and "commerce" is the core of e-commerce. On the other hand, in the choice of e-commerce profit model, we should not aim too high, but build a website with core competitiveness according to the characteristics of the enterprise itself. In the sense of management, the core competitiveness refers to the ability that an enterprise can not be imitated by competitors and can bring excess profits. This ability is reflected in the choice of profit model of e-commerce, that is, to choose a model that other enterprises can't learn, or a model with high learning cost, so as to realize the sustainable development of the website. At present, many websites have begun to make profits and show a good development trend. Its basic profit model is as follows.
Mode of selling goods online
Online sales models can be divided into B to B, B to C, C to C and so on. At present, the first B to B model is developing vigorously, which is manifested in the networking of supply and procurement activities between upstream and downstream enterprises in an industrial chain. This model is adopted by traditional production enterprises, and the core competitiveness of its website is how to use the network to reduce the cost of inventory, procurement and management for enterprises, so as to obtain greater profit space. For example, the website of Dell Company in the United States is a successful model of this model.
The second B-to-C model, although the turnover rate is far less than that of B-to-B model, is developing well at present. The online migration of traditional enterprise business model removes the non-economy of "circuitous economy" and makes enterprises enter the era of "direct economy", with direct production and consumption. Compared with the traditional business model, B to C business model can realize 24-hour online service, which can reduce the sales cost and internal management cost for enterprises, thus bringing more profit space for enterprises. Take the above-mentioned Dell company as an example. On the customer side, Dell keeps interacting with customers, and implementing direct sales through Dell's website can not only gain a deeper understanding of customers' needs, but also gain the profit space left for middlemen in the traditional model and reduce sales costs.
In China, due to the low level of logistics distribution, distribution relies more on traditional logistics, such as mail, which hinders the rapid development of B to C business model in China to some extent. Therefore, if the logistics problem can be effectively solved, the business model of B to C can also be well applied in China at this stage. For example, selling time-insensitive goods online or realizing rapid delivery in a small area can solve the distribution problem well. For example, Dangdang Bookstore, an emerging enterprise, as the world's largest online Chinese bookstore, can provide more than 200,000 domestically published books online. Compared with traditional physical bookstores, book buyers can often buy more professional books in Dangdang Bookstore, which can also help solve the problem of Chinese people in remote areas or overseas buying books. Because people are not sensitive to the time of buying books, Dangdang can completely solve the logistics distribution problem by mail. Dangdang's website model draws lessons from Amazon online bookstore in the United States. It seems that other enterprises can learn from it, but they can't learn one thing, that is, its bibliographic database, which is a large amount of information collected by Dangdang in several years and is the core competitiveness of Dangdang Bookstore website.
Online sales model of digital content
Faced with the rapid expansion of online data resources, users' queries for specific information often produce two results: information overload and information loss. Information overload means that there is too much information to be effectively digested and applied, and information disorientation means that it is difficult to effectively express requirements and accurately find needed resources based on current technology. In view of this, there is bound to be a huge market for websites that can effectively solve information classification, deep processing and provide professional retrieval. In the process of migrating to the Internet, traditional information enterprises will make use of their own information advantages and rely on the Internet to provide better and more convenient retrieval methods, which will inevitably win more and more audiences. The core competitiveness of this website profit model lies not in information technology, but in providing users with high-quality information content.
For example, as a national information center, Zhongjing.com aims to provide high-quality economic information services for the government and enterprises. In order to make the content professional and in-depth, Zhongjing.com has recruited a large number of experts, gathered top people from all domestic economic fields to do information analysis, and then used network technology to systematically sort out these high-value information contents, that is, to focus on solving the connection and contingency between the database and the online WEB. Zhongjing Com provides a reliable, accurate, systematic and continuous description of the overall economic environment, which is beneficial to the government's macro-decision-making, as well as to the business operators to reduce business risks and improve the effectiveness of economic activities. Information provided by Zhongjing. Com is now free to the government, but it charges enterprises. Perhaps with the transformation of government functions and the further deepening of reform, the government can also charge fees in the future. At present, Zhongjing's main source of income. Com is an enterprise information charge.
For another example, CNKI China Knowledge Infrastructure Project moved more than 6,600 domestic academic journals to share information resources online, with a clear market segmentation, providing services for universities and academic groups to conduct information inquiry and academic research. Since the opening of 1999, there have been more than 100 target websites in CNKI.NET, and all universities are its users, including some provincial and municipal libraries. CNKI's professional retrieval technology greatly facilitates the information inquiry and academic research of universities and academic groups. At present, China HowNet only puts the information of periodicals, magazines, some newspapers, doctoral dissertations and academic conferences online, and there is still a lot of information that has not been digitized and deeply processed, which means that there is still a good market prospect.
Online service mode
There are various services that can be provided online, such as online games, advertising fees, online communication, online music, online movies, e-mail, virtual space and so on. Some profit models are clear at present, such as online games. In the Forbes China Rich List in 2003, Shanda Network, the second place, and the ninth city, the seventeenth place, all relied on online games to make profits, and the advertising support model was also profitable. Several comprehensive websites in China, such as Netease and Sohu, also have well-known search websites, such as Baidu, Yahoo and Google. A large part of their income comes from advertising business, but the advertising support model is only suitable for websites with large user groups, and there is not much profit support for general websites. At present, many websites can also bring some income through paid mailboxes, but the coexistence of free mailboxes makes the growth of paid mailboxes slow, and websites that provide virtual space can also make profits, but it depends on economies of scale.
The website providing online service mode should adhere to a principle and be an "inseparable" website. If the services provided can bring benefits to users, it is a successful service website model, such as online games. Many young people and even many children are obsessed with it, so they can make a profit, but online music and online movies can't get this special experience. Because people can get entertainment and enjoyment brought by music and movies through other channels, it is still an inseparable model, and its profit model needs further in-depth thinking. Another example is the news website. Although it can provide faster news reports than other media, it is still inseparable because of the existence of newspapers, radio and television. It can only attract people's attention and make profits in other ways.
In addition, the Internet needs a professional division of labor, and if the services provided by the website can meet a specific demand, it can also bring profits. We know that the Internet originated in America and used English. As a result, when American enterprises establish websites, their web addresses are highly consistent with the names of enterprises, such as Microsoft and IBM. The offline image and popularity of enterprises can be easily moved to the Internet, which is impossible in China, which makes it difficult for many enterprises that have invested in building websites to be visited. How to transfer the original advantages of China enterprises, such as brands, to the Internet, and how to make it easier for consumers to find enterprises and related products, has formed a great demand. The website 372 1 solves this problem. With the help of the "translation" technology provided by 372 1, users can directly visit the enterprise as long as they enter the enterprise name or brand name in the address bar of the browser, no matter what it is, even if they can't remember clearly. With the intelligent search technology of 372 1, you can also find relevant information. The operation mode of 372 1 is an innovative business model which is very in line with China's national conditions and meets the needs of China enterprises' networked survival and development, and has a good profit prospect. At present, Yahoo has invested heavily in the acquisition of 372 1 and entered China on a large scale with its specialized technology.
Transaction cost model
The transaction fee mode means that the website provides a trading platform for both parties to the transaction and collects commissions from it. There are a large number of such websites on the Internet, such as many industry websites, investment promotion websites and travel agency websites. But the best often have their own core competitiveness, such as first-Mover advantage, industry advantage or other advantages.
For example, the auction website, the most successful auction website is Yi Bei in the United States, which is a famous consumer goods auction website. Its success lies in attracting enough buyers and sellers and forming an auction market with enough items, although Yahoo! Amazon also has a large number of visitors and entered this field, but due to Yi Bei's first-Mover advantage, Yahoo Amazon has no way to surpass it. A core problem to be solved by auction website is the credit problem of both parties to the transaction. Market economy is a credit economy, and network economy is also a credit economy. To this end, Amazon and other auction websites have put forward schemes such as "auction guarantee" and "custody contract service". China's Yi Bei auction website is doing very well. In order to solve the credit problem, it connects its own user registration information database with the public security information database, thus verifying the authenticity of user information and ensuring the credibility of the transaction. This is also the core competitiveness of Yi Bei auction website. In addition, after trading on Yi Bei website, both parties can evaluate the freedom of this transaction for each other as a credit reference for participating in other transactions next time, which also effectively restricts the unethical behavior of traders.
Another example is SMS. Originally, SMS was the business of the two major mobile operators in China, but the three major portals in China used the Internet, but finally realized the real commercialization of SMS products. Nowadays, these portals rely largely on SMS for profit, which is a typical way to obtain transaction costs. The key for the three major portals to make profits by SMS is their huge user base, which is their core competitiveness. Although the short message service has declined recently, more and more attention is also beneficial for them to charge for other transactions.
There are various profit models of websites, and new profit models are constantly emerging. Whether the profit model of a company's website is specialized or diversified depends on its own characteristics. There is no doubt that a professional website needs to be specialized and deep, but the portal website needs to be ambitious and complete, but only a few modes are profitable. Therefore, the choice of website profit model can be summed up in one point, that is, to cultivate their own core competitiveness, and to specialize in depth, in order to achieve the sustainable development of the website.
Attached is the research report on the profit model of e-commerce in China in 2006;
The concept of e-commerce was introduced into China by 1993. 1996 the first online transaction occurred in China. 65438-0998, the inter-enterprise e-commerce demonstration project with the goal of promoting national economic informatization was launched. Since 1999, e-commerce has started to change from concept to practice in China. From the initial B2C mode to C2C online auction of 1999 and B2B mode rising at the end of 1999, e-commerce has made a good development in China.
2001-China e-commerce market scale in 2006
In all kinds of e-commerce in China, B2B is in an absolute dominant position. In 2005, the scale of B2B e-commerce market in China reached 644.6 billion yuan, accounting for about 95% of the total transactions in the e-commerce market.
In 2006, the B2C e-commerce market has also been greatly developed. Judging from the current situation, B2C e-commerce has formed a certain market scale in China. Leading service providers in the field of B2C e-commerce such as Dangdang and Qiyou have begun to further integrate their own enterprises. This report analyzes the B2C e-commerce market in China's medicine, tourism, office supplies, gift collection, nutrition and health care, cosmetics and other industries, and summarizes their profit models in 2006.
The C2C market in China has a low share in the e-commerce market, but it has maintained rapid growth in recent years. According to incomplete statistics, the total number of registered users of C2C e-commerce in China in 2005 exceeded 30 million, and the transaction volume of C2C e-commerce in China in 2005 exceeded 654.38 billion yuan. By the third quarter of 2006, the total number of C2C users in China exceeded 60 million. In 2006, the transaction volume of China C2C market was about 27 billion RMB. The C2C market in China presents a three-legged situation: the old Yi Bei Yi Bei has always adhered to the charging policy and its market share has been decreasing; Taobao, a rising star, constantly expands the market space with free measures; Tencent's pat. Since its launch in September, 2005, Tencent QQ's business in China has grown rapidly with its free strategy and huge number of users. By September 12, 2006, the number of registered users has exceeded 25 million, and the number of online products has exceeded 5 million.
In China, e-commerce will present the following development trends in the future:
First, the depth of e-commerce will be further expanded. E-commerce enterprises will transition from the primary form of online stores and portals to extend their core business processes and customer relationship management to the Internet, so that products and services are closer to the needs of users. Enterprises will create and form a new value chain, unite new and old upstream and downstream stakeholders, form a more efficient strategic alliance, and jointly seek greater interests.
Secondly, e-commerce in China will face severe challenges. E-commerce is the inevitable trend of international trade development. With the standardization and improvement of the international e-commerce environment, China e-commerce enterprises are bound to go global, which is also the need to further expand foreign economic and trade cooperation, adapt to economic globalization and enhance the international competitiveness of China enterprises. With China's entry into WTO, foreign e-commerce enterprises will also penetrate into China, which will pose a severe challenge to China's e-commerce.
Third, there will be a merger boom in e-commerce websites. The first is a similar merger. At present, many websites in China are redundant, with the same or similar positioning and the same business content. Due to the limited resources and the principle of "winner takes all" on the Internet, only the top websites finally won. Followed by complementary mergers. Those leading e-commerce companies have great advantages in resources, brands and customer scale, but there is still a big gap compared with well-known foreign e-commerce companies. If these websites with good foundation and good development prospects want to develop, they must adopt complementary acquisition strategies and form strategic alliances. Individualization and specialization are two major trends in the development of e-commerce, and the resources of each website are always limited, and the needs of customers are all-round, so it will be an inevitable trend for different types of websites to cooperate with each other in the form of strategic alliances.
Fourth, industry e-commerce will become the mainstream of the next generation of e-commerce. The typical features of the rapid development of e-commerce in China are venture capital and website positioning. It will change from the previous "big and comprehensive" model to a professional business portal. The first generation of e-commerce is content-oriented, and the second generation is comprehensive e-commerce. The next generation of industry e-commerce will closely combine value-added content with business platforms, give full play to the advantages of the Internet in information services, and make e-commerce truly enter the practical stage.