However, is there a trace of successful e-commerce? Why did the first five-crown "lemon green tea" on Taobao platform end badly, while the small and beautiful split women's clothing could achieve a rapid expansion of 0 to 700 million? Facing the development trend of branding, capitalization and channel diversification of e-commerce, how can traditional brands and pure e-commerce carry out effective marketing communication and brand promotion through e-commerce platform? Based on the experience of industry benchmarking e-commerce, how to build the core competitiveness of e-commerce?

This paper makes a comprehensive review and data interpretation of the e-commerce market of 20 1 1. The new case has strengthened the interpretation of reality, and combined with the data of iResearch Group, predicted eight major industry trends for the development trend of e-commerce, inspiring more e-commerce practitioners to think about the current problems from a higher perspective and a more global perspective, and find the road to success.

Trend 1: traditional enterprises touch the net to aggravate the integration trend.

According to iResearch data, the proportion of online shopping market in the total retail sales of consumer goods in China has increased year by year, from 0.3% in 2006 to 4.3%. As the main force of consumer goods retail, traditional enterprises are also constantly exerting their strength in the e-commerce market, which has become an important driving force to promote a new round of online retail.

After a trial period of 20 1 1 year, more and more traditional enterprises have accelerated the development of e-commerce business in 20 12 years. Brands, manufacturers and retailers have established online sales channels one after another, and launched e-commerce through self-built B2C platforms, mergers and acquisitions, joint ventures and flagship stores of third-party platforms, which have developed rapidly. The e-commerce business of traditional enterprises or brands such as Pepsi, Nike, Suning.cn, Kappa, Li Ning, COFCO, Giordano, Aimer, Jiu Mu Wang, Yibao and Yintai Department Store has developed well. For pure e-commerce brands, in the next 1-2 years, traditional enterprises will still be at the critical point of expansion in the e-commerce field. Seizing the opportunity of breathing for a few years, whether it can make up for the shortcomings in products and supply chains as soon as possible has become the key for existing e-commerce sellers to cope with the impact and challenges of traditional enterprises.

Trend 2: E-commerce capital is cold, and the e-commerce industry is about to reshuffle.

20 1 1 In the first half of the year, except JD.COM Mall, e-commerce enterprises in several sub-sectors obtained financing. In the field of footwear, Letao.com announced in June 5438+ 10 that it had obtained 200 million yuan in financing, and in March, Haolebu obtained 60 million US dollars. However, from the fourth quarter of 20 1 1, the financing amount of B2C e-commerce in China suddenly dropped from $893 million in the previous quarter to $654.38+35 million. The tide of capital recedes!

At the same time, with the maturity and standardization of the market and the strengthening of government supervision, consumers' requirements for quality and experience have been continuously improved, and e-commerce operations have become increasingly refined; The growth rate of C2C online shopping market continues to slow down, and the scale base of B2C online shopping market is still small and the competition is fierce. Supporting facilities and resources such as B2C warehousing, logistics and e-commerce outsourcing service providers also need time to grow and improve. In the next few years, the overall growth rate of online retail market in China will slow down and the market will enter a period of adjustment. At the end of 20 12, there will be a group of B2C e-commerce companies that do not have competitive advantages. Due to the lack of rigid support from the supply chain and industrial chain, the quality and cost control capabilities are weak, the brand influence is insufficient, and the capital chain is broken, which will eventually be eliminated by the market.

Trend 3: E-commerce service enterprises usher in the spring of development

The rise of traditional enterprise e-commerce provides a good opportunity for e-commerce service enterprises. The third-party platforms represented by Taobao and QQ Mall actively promote the construction of e-commerce ecosystem, which leads to the continuous evolution and upgrading of the ecosystem of platforms, sellers and buyers, and also provides sufficient nutrients for the rise of third-party e-commerce service providers.

According to the data of Alibaba Research Center, at the end of 20 1 1, there were about150,000 e-commerce service enterprises in China, and the revenue of e-commerce service industry was about12 billion yuan, which supported the scale of e-commerce transactions in China of 3 trillion yuan. It is estimated that in 20 15 years, the revenue of e-commerce service industry will exceed 1 trillion yuan, and the scale of supporting e-commerce transactions will exceed 13 trillion yuan. At present, the B2C business of Midea, Supor, Anta, Nokia and HTC is managed by e-commerce outsourcing service enterprises.

Under the background of the rapid development of e-commerce, e-commerce service providers should seize this opportunity, provide professional e-commerce services to customers on the basis of full cooperation with e-commerce enterprises and relying on their strong operational capabilities, win the respect and trust of customers and achieve mutual benefit and win-win results.

Trend 4: The combination of the strong development of social commerce and CRM marketing has become a breakthrough.

At present, the socialization element has become the basic application of the Internet in China. According to the statistics of iResearch, the number of social network users in China reached 370 million in 20 1 1 year, an increase of 17.6% compared with 201year. It is estimated that this scale will reach 5 1 10,000 in 20 14 years.

The data shows that 77.9% of users have successfully purchased goods through social shopping websites; The function that users often use on social shopping websites is browsing (69.3%), followed by sharing (60.6%), likes (55.2%) and comments (54. 1%). Social shopping websites are gradually recognized by users, and users will continue to use them in the future. Therefore, social media marketing has been included in the marketing investment of small and medium-sized sellers in 20 12 Taobao, and shopping social networking sites such as Beauty Theory and Mushroom Street, which successfully grafted the taobao guest value model of Taobao Alliance, have become hot spots for small and medium-sized sellers.

The biggest charm of social e-commerce lies in high user stickiness and high user activity. However, while the number and types of social e-commerce websites are constantly emerging, many websites have not yet found effective ways to realize their value. With the increasingly fierce market competition, how to improve the precise marketing technology of social networks is the key to truly tap the role of social advertisements in the social network market revenue in China.

Trend 5: Small but beautiful is an important development trend of e-commerce.

Consumers' online shopping habits are growing actively. While the use of their shopping websites is expanding in breadth and depth, the consumption consciousness of brands and fashions is also increasing. "Stall business" will gradually be marginalized, which will promote the vigorous development of B2C market. The seller's business focus should return to the intensive cultivation of products and services, and build brand awareness and influence with word of mouth.

Small and beautiful e-commerce model is the trend of e-commerce development in the future. By analyzing the business model and competition pattern of typical B2C websites, it is found that there is still potential market space in the vertical category B2C field. For example, people who focus on wine also buy wine. Since its establishment in June 2008, the number of members has been constantly refreshed. At the beginning of 201/kloc-0, the number of members exceeded 3 million. Online niche brands such as Rip and Aka on Taobao platform stand out from millions of Taobao sellers and become excellent Taobao brands. Therefore, the online shopping decision-making mode that only follows "cheap" is gradually disintegrating, and consumers are developing from "bargaining" to "bargaining brand", "bargaining quality", "bargaining convenience" and "bargaining design".

Trend 6: Grab the mobile e-commerce platform, which is the hottest.

China users' mobile shopping habits are gradually formed, and the mobile shopping market is booming. Mobile phone Taobao seized the market opportunity, and its market share temporarily ranked first in China mobile e-commerce. Taobao sellers once again welcome the market opportunity to open up new fertile soil in the field of e-commerce. 20 1 1, the contribution of mobile phone e-commerce to cmnet will reach 28.4%, and the scale of mobile phone shopping market will exceed 100 billion, of which the cumulative turnover of mobile phone Taobao is 201.88 billion, and 20 1.08 billion.

Traditional e-commerce, telecom operators, software vendors and emerging mobile e-commerce have all increased the construction of mobile e-commerce platforms. There are more and more products on the platform, and the service forms tend to be diversified. The development of mobile e-commerce has initially possessed a certain business environment and consumption atmosphere. Mobile shopping in China has entered the fast lane of development. According to the data of iResearch, in 20 12 years, mobile e-commerce is expected to surpass mobile value-added services and become the first mobile Internet market segment. It can be predicted that the combination of LBS, online to offline and mobile e-commerce will bring new operating concept and user service mode to the development of mobile e-commerce.

Trend 7: Traditional enterprises and e-commerce marry into the mainstream way of "touching the net"

In the e-commerce market environment, enterprises will face many challenges different from the traditional model, and traditional enterprises themselves have inherent weaknesses such as lack of e-commerce talents and insufficient experience in e-commerce operation. A few traditional enterprises once "smashed" the process of e-commerce. Traditional enterprises habitually transplant offline success to online, without realizing the huge difference between online and offline, and are prone to strategic mistakes. Bumbu Xidan Shopping, PPG, Bono, ITAT, Patriot, etc. They are all once popular e-commerce entrepreneurial myths. Therefore, cooperation with e-commerce, integration of e-commerce service providers' resources, and leveraging third-party platforms (direct sales or distribution) will become the first choice for most traditional enterprises in the initial stage of touching the net. We saw the breakthrough of Li Ning, the integration of Jiuyang and the geomantic omen of Luolai home textiles. As a result, e-commerce has evolved into a field.

Trend 8: Online to offline innovation becomes a blue ocean of entrepreneurship.

As a new trend of e-commerce, O2O brings consumers and enterprises a broader experience and development space. For consumers, O2O brings them an extension of value, which not only has rich, comprehensive and timely discount information of merchants, but also can quickly screen and order suitable goods or services at the most favorable price. For enterprises, online to offline enables online and offline channels to keep in sync and achieve seamless docking. In addition, there is another gold mine hidden online and offline-transaction data. One of the insurmountable defects of physical store transactions is that user data is difficult to collect and analyze. Because users need to pay online from online to offline, payment information has become a valuable resource for businesses to dig deep into users' personalized information. Mastering user data can not only greatly enhance the loyalty and activity of old customers, but also have the opportunity to tap more potential new customers. Therefore, the core value of O2O is reflected in many aspects such as user training, enterprise management and local business support. Only through tripartite cooperation can the sustainable development of enterprises be realized. In the future, with the popularity of mobile e-commerce and LBS positioning technology, O2O will play a more important role in the field of localization services.