What are the operating modes of online stores?

Looking at the e-commerce rivers and lakes, JD.COM has become the third comprehensive e-commerce platform from a vertical e-commerce of 3C digital products. Paipai was merged and disintegrated, and Store 1 was acquired. Vipshop will become the third e-commerce platform from a small name to a large one, and now there are many small and beautiful vertical e-commerce, which can be described as "ten years in the East and ten years in the West".

This paper sorts out some business models of the telephone company industry in recent years, and maybe you can find a chance to dig gold.

1, platform type

Mode is a platform for individuals or enterprises to open stores and make profits through commissions, service fees, advertising fees and value-added services. Just like offline markets and shopping malls, Taobao is undoubtedly the largest e-commerce platform at present, and all kinds of e-commerce are breeding under Taobao's ecosystem.

Mobile e-commerce platforms, such as micro-stores, likes and cute spots, which have emerged in the era of mobile Internet, provide tools to enter the circle of friends to do WeChat business. Micro-stores and Youzan are mainly trading platforms, and the traffic comes from the seller's propaganda in the circle of friends, that is, the overdraft of personal credit; Meng shopkeeper is essentially a trading platform through low-cost sales promotion and fission drainage.

In fact, I have never understood why it is called "WeChat business" because it is the abbreviation of WeChat business. I think if WeChat doesn't block Taobao and Taobao is strictly regulated, the space for such platforms or tools to grow may be limited.

2. Vertical

Mainly doing a single category, a very important feature of vertical e-commerce is that the goods sold are self-operated. Generally, such companies have obtained the agency rights or distribution rights of certain brands, and make profits by earning the price difference, such as shoes with excellent purchase, clothing in stock, Brewmaster network of alcohol, etc.

In the era of mobile Internet, a large number of vertical e-commerce apps have sprung up like mushrooms after rain, such as adult products such as Chunshuitang, and SF Express and Netease YEATION.

3. Mixed type

Vertical e-commerce will inevitably encounter bottlenecks when it develops to a certain extent. The most effective way to break through the bottleneck is category expansion. For example, JD.COM, which started with 3C digital, Jumei and le bee, which are mainly engaged in cosmetics, and Amazon and Dangdang, which are mainly engaged in books, have all developed into e-commerce platforms. Of course, I believe that it is more the inevitable result of capital operation.

The characteristics of these platforms are self-management+shops, self-management of original superior categories, striving for more bargaining power by expanding market share and earning the sales price difference of suppliers; Introduce more brands to open stores and earn money through commissions, service fees and advertising fees.

4. Flash Purchase Type

Flash buying websites also belong to platforms in essence, but the difference is still very big. There is no store on the flash purchase platform, which was snapped up by the brand within a limited time.

For example, the price/performance ratio of Vipshop, the main core competitiveness of this promotion is limited time, limited quantity and lowest price. Moreover, in order to establish competitive barriers, build a self-built warehousing and logistics system, and ensure consumers' shopping experience, many people will complain about the long receiving time, because after all, the brand has to send the goods to the Vipshop warehouse, which has the advantage that Vipshop will hold the user information tightly in its own hands to avoid loss.

5. Types of shopping guides

Mainly engaged in traffic distribution, the profit model is mainly to earn trading commissions. For example, some shopping guide websites, such as 9 yuan 9 Bao, cabbage price, rebate network, etc., mainly rely on taobao guest commission to make profits, and the large-scale taobao guest has considerable profits. There are also some coupon distribution platforms, which are also taobao guest in nature. Large shopping guide websites will also be combined with CPC and CPM.

The earliest Beauty Theory and Mushroom Street were socialized shopping guide websites and the best shopping guide websites made at that time. Now it has been transformed into an e-commerce platform. There are advertising spaces that charge by display or click.

In the second half of 20 15, the live shopping guide came into being. Broadcasters try on clothes and cosmetics through live broadcast to provide consumers with a more intuitive shopping experience and improve the conversion rate.

6. Type of buyer

Buying fingers is to master the trend information and trends, which can help consumers buy goods from all over the world, or have a group of fans who can grasp certain orders. Beauty said that both HiGo and oxygen are in this mode, collecting fashion items through fashion buyers around the world and providing them to consumers.

7. Content type

By generating content profit based on OGC, PGC or UGC, Xiaohongshu is a typical example. Xiaohongshu's users bask in Haitao shopping list on the APP, and Xiaohongshu mines explosions through data analysis and buys related sales by himself. For example, what is worth buying is also based on the integration of Haitao's preferential information. It is also a shopping guide in essence.

In order to cater to users' shopping needs and keep users in Taobao's ecosystem, Taobao has been vigorously supporting Taobao experts, that is, PGC, to make high-quality recommendations for users and guide shopping decisions through Taobao's good products, shopping lists and other functions. Content-based vertical e-commerce mainly relies on price difference to make profits, while pure content mainly makes profits through sales commission. Of course, many writers who write soft articles also collect money according to articles.

8. Universal type

Mainly refers to companies that provide e-commerce supporting services on e-commerce platforms, such as agency operations, which generally provide a series of services such as store decoration, design, photography, customer service, warehousing and training by helping brands operate online stores to collect service fees. This is the preferred entrepreneurial direction for many business friends around me. I have to mention gray products and search optimization, which have spawned services such as brushing machines and empty packages.

Facing the demands of consumers, from producers to consumers, each link has various roles, and this market also has tens of millions of profit models. As long as you master the market rules and industry skills, you may rely on e-commerce to get rich. How to run an online shop is too broad a problem.

If you need to speak thoroughly, I don't think you can finish it in a year or so.

I don't know your current state. Are you an entity entrepreneur? Or an individual entrepreneur? Still looking for an e-commerce job? Different people want to know different things, so we can't generalize. For entrepreneurs, we pay more attention to e-commerce thinking, and for practitioners, we pay more attention to personal skills. Moreover, e-commerce has developed for many years, and the economic form is more and more similar to the real economy. It is increasingly difficult for traditional economic practitioners to enter the industry.

I don't know your specific situation, so I can't answer you directly here.

But I really want to sum it up in one sentence:

Retail makes profits and customers, group buying channels rely on contacts, and wholesale takes sales.

All data speak, everything is based on marketing, either making customers or making profits.

You can communicate with me if you are interested. Wish you all the best. There are many modes of e-commerce operation, which are explained as follows:

First, C2C is also a ConsumertoConsumer e-commerce.

C2C refers to the interactive trading behavior between consumers, which is changeable. C2C business platform is to provide an online trading platform for buyers and sellers, so that sellers can actively provide goods for online auction, and buyers can choose their own goods for bidding. Its representative is the e-commerce model of Yi Bei and Taobao.

Second, B2B is e-commerce between enterprises.

B2B e-commerce refers to the e-commerce activities between enterprises. It refers to the process that both the supplier and the buyer of e-commerce transactions are merchants (or enterprises and companies), and they use Internet technology or various business network platforms to complete business transactions. Its main representative is Ma Yun's Alibaba e-commerce model. B2B is a business-to-business transaction conducted on the Internet, aiming at the information integration within the enterprise and between the enterprise (b) and the upstream and downstream third party (b). The integration of supply chain can be realized by combining the upstream and downstream of the industry with manufacturers by using intranet and extranet. B2B e-commerce will bring enterprises lower prices, higher productivity, lower labor costs and more business opportunities.

Third, C2B, that is, consumer commerce, is an e-commerce between consumers and enterprises.

C2B is a business that seeks suitable consumer groups through the Internet and truly realizes customized consumption. For consumers, it is an idealized consumption pattern.

The mode of e-commerce can establish different classification frameworks from multiple angles. Take Taobao shop as an example, there are four main business models:

First, the type of physical store plus online store: this model is a business model that many individual stores and enterprises will adopt. Through the dual operation of stores and online stores, online and offline transactions can be conducted.

Second, the store type: the product series has only one brand, which is not only professional, but also the quality of all products is guaranteed. For example, there are many specialty stores in Taobao Mall, which need brand authorization and have a certain threshold.

Third, the supermarket type: there are many kinds of products, the purpose is to keep up with the needs of the new fashion of the network, constantly update the product types, and always be close to the mass products.

Fourth, integrate all kinds of network resources, realize interconnection and form a powerful force: it is very powerful to use and integrate all kinds of network resources for their own use. Online shop operation is divided into four parts: strategy, management, execution and tactics. In the process of online shop operation, marketing only needs to do two things: develop new customers, maintain old customers and where new customers come from; Promoting investment promotion and how to retain old customers by promotion means: user loyalty and data marketing. If your store has been unable to operate, you must find out the specific reasons. There is really no way to find custody before deciding what to do.