Industrial end: a new battlefield of 618

writing / Meng Yonghui

Earlier years , Talk about 618, The first thing people think of is the overwhelming number of discounts , From offline to online, there is no such thing . Now? , Talk about 618, What people see more is that some new signs are happening . In the face of platform and business Hawking , The user is no longer restless , But become more and more calm . meanwhile , Even platforms and businesses 「 sound of hawking 」 It's not as loud as it used to be . This actually tells us a phenomenon , That is, just rely on discounts and promotions , Just burning money and subsidies , It's not a long-term solution , Only by truly solving the problems in the real industry , And strike a new balance , Is the key to ensure the sustainable development of e-commerce .

More and more e-commerce platforms begin to focus on the industrial end , More and more changes are taking place in the upper reaches of the industry . Whether it is the rise of the national tide , Or the emergence of the black light factory , No one shows us such a new picture . When these new changes happen , What we see is that , Consumers are beginning to become active , Start to get restless , New energy is beginning to emerge . therefore , What we are seeing is that more and more players are starting to join in .

The industrial side is different from the consumer side , It does not just rely on simple money burning and subsidies to achieve immediate results , What it needs is long-term companionship , What is needed is long-term investment , That's the only way , The industrial end can be changed , To evolve . Although it is difficult to transform the industrial end , however , We're gonna eat this 「 Hard bone 」, That's the only way , The development of the industry can be balanced , New development opportunities can be derived . Otherwise , Even if it is a new model , The most efficient way , Will fall into a new dead end .

Similar to the previous e-commerce platforms C The crazy competition for end traffic is different , This year, 618, What the author sees more is that the change of the industrial end is taking place . These changes not only change our understanding of the traditional industrial end , And also let us see the possibility that the two ends of supply and demand can be connected again . Predictably enough , When players start to find the industry end 「 communication 」 The right way and method , We will also see more new changes in the industry , Final , The industrial end will become 618 The new battleground of the world .

New models are emerging in the industry

In the past , Mention the e-commerce platform , The first thing we think about is matchmaking and intermediary . Whether it is to spell more 、 TaoBao 、 Head e-commerce platform represented by JD , This is true of all e-commerce platforms at the waist and below . However , Such a development model dominated by matchmaking and intermediary is based on a huge amount of traffic , Less traffic , Nothing can be said . And experienced PC After the double baptism of the Internet era and the mobile Internet era , What we see is that , The ceiling of the flow is getting closer , Just rely on simple matchmaking and intermediary , Has been unable to achieve substantial results .

More and more e-commerce players began to feel the coolness after the traffic peaked , therefore , What we see is that , The emergence of new concepts represented by new retail , From this, it is also derived to S2B The new business model represented by . It has to be said that , With S2B The emergence of a business model dominated by , It really opens up a new way of thinking for us . Through it , People who are already familiar with the world of traffic , New development opportunities have been found .

However , If we only look at new retail from the perspective of traffic , Just will S2B As a new means of traffic acquisition , Is still not out of the Internet - style development cycle . therefore , What we see is that , Exit of new retail , To see is S2B The heat of the mode began to fade . We need a new business model to interpret the new development of the post e-commerce era .

In the final analysis , We can no longer view the industrial end in the way of traffic harvesting , We can no longer do matchmaking and intermediary business . therefore , What we see is that , More and more e-commerce platforms begin to reshape their business models . Whether it is the oil and engine proposed by Zhang Yong , Or Ma Huateng's help to the real economy , We can all see , New business models are emerging in the industry . It is different from simple harvesting in the traditional sense , The new business model is more about seeking a new relationship between the e-commerce platform and the upstream industry , E-commerce platforms are no longer just harvesting the industrial end , Instead, they began to devote themselves to the industry , Integrate into the industrial end , Even become a part of the industry , To achieve new development .

Now? , More and more e-commerce platforms have become part of the industry , More and more e-commerce platforms begin to blur the boundaries between their own industrial ends , So as to find new development possibilities . This year, 618, We have seen more of the occurrence and development of this sign . Predictably enough , future , The combination of e-commerce platform and industrial end will be closer , Until they finally become one . thus , Our usual state of online and offline confrontation will be really broken , The deep integration of online and offline will no longer be just a wonderful dream .

New industries are emerging at the industrial end

One thing is for sure , If there is no new industry , The rebalancing of supply and demand cannot be achieved in any case . When the balance between supply and demand cannot be achieved , that , We are still in the cage and shackles of e-commerce . therefore , When the industrial end begins to become a new battlefield for e-commerce players , What we see is that , New industries are beginning to emerge , These new industries are beginning to subvert our previous understanding of them .

The black light factory mentioned above is only one aspect , in addition , We see new elements derived from many new technologies , It is also changing our original understanding of traditional industries . I don't know if you noticed , Now more and more digital virtual human have appeared , I wonder if you have noticed , Now intelligent robots are becoming more and more popular , I wonder if you feel now VR/AR More and more devices have been installed and applied .

In essence , The emergence of these new signs , It is the platform players in the traditional sense that have begun to use new technologies to develop traditional industries , A new start in the transformation of the traditional way of life . With the gradual deepening of these transformations , What we will see is , More and more new industries begin to appear at the industrial end , More and more new elements begin to derive from the industry .

Only platform companies in the traditional sense rely on new technologies , New mode , New ways have realized the emergence of new industries , Its task is to complete . Otherwise , Everything is still lingering under the cage of the Internet . Predictably enough , future , The focus of competition among platform players will be on the industrial end , More and more new industries will emerge , And will replace the traditional industry , Become the mainstream of the new industry .

through 618, What we see is the process in which such a platform player promotes the derivation of new industries through empowerment and transformation . Whether it's direct technical empowerment , Or the long-term incubation of investment , We can all see , More and more new industries are emerging , And started a new battlefield for platform players —— Industrial end .

New relationships are forming in the industry

I don't know if you noticed , This year, 618, More and more work has been done by e-commerce platforms , It's getting heavier and heavier . When e-commerce platforms begin to participate more and more , What we see more is , A new relationship is forming . Whether it is the relationship between e-commerce platforms and upstream and downstream industries , Or the relationship between upstream and downstream industries , None of them is so . When new relationships begin to form ,618 What is opening up for us is a door to a new and reconstructed development state .

From the perspective of consumers , They are no longer passive recipients of goods and services , Instead, it has become more active in the design of goods and services 、 People who experience the whole process , In the process , They not only feel the whole process of the production of goods and services , It also helps the production of the industrial end , The industrial end has reduced the detours of production and design , More multidimensional to improve efficiency .

From the perspective of e-commerce platform , They are no longer just matchmakers and intermediaries , No longer just being a third party , Instead, they began to establish more relations with the upstream and downstream industries . The author has read the 618 Information about , An obvious feeling is , JD began to invest more and more in the upstream industry , The industrial end is no longer regarded as a harvest object , But as a symbiotic existence . For consumers , It is no longer just relying on discounts to attract users , But through the promotion of services in a real sense , A change in experience , Implement new... For users 「 Influence 」.

From the industrial side , They no longer just regard the e-commerce platform as a sales channel , Instead, they expect to be more authentic with the help of e-commerce platforms , Multi dimensional understanding of user needs , And realize the efficient connection between production and demand in a shorter link . similarly , Consumers are no longer just people who buy their products , But more into the alternative 「 producer 」.

When these new relationships take place on the industrial side , What we will see is that a new development and evolution will take place . Have to say , These new relationships are changing 618, similarly ,618 It is also changing a series of relations between the traditional era and the Internet era . When these relations of production are changed , New business models can be created .

Conclusion

It is different from the previous major e-commerce platforms that have waved flags and shouted to attract consumers by burning money and subsidies , This year, 618, What the author sees more is , More and more players begin to focus on the industry . similarly , There are more and more new signs in the industrial end , More and more new actions began to emerge . undoubtedly , This opens our eyes to 618 A new perspective .

Actually , It's a necessity .

Only the industrial side has changed , The evolution of e-commerce can get rid of C The development mode dominated by end traffic , Enter a new stage of development ; Only the industrial side has changed , Only when there is already an imbalance between supply and demand can there be the possibility of achieving a new balance ; Only the industrial side has changed , Only the industrial Internet we have long dreamed of can have the possibility to shine from dream to reality .

Industrial end , Becoming 618 The new battleground of the world . On this new battlefield , Who is the real king ？ Maybe it is the one that really brings changes to the industry .

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