E-commerce prepares for "double eleven"
There are still 10 days from the "Double Eleven", and the special tide has already come. Different from previous years, the price-to-comparative pull-up mode is reduced, and the trend of online and offline integration complements. According to industry analysts, the online dividends of e-commerce are gradually disappearing, and it is necessary to break through the difficulties through digitalization, internationalization and cooperation with offline traditional businesses.
At present, many factories are changing the previous “OEM†model and starting to test their own brands through e-commerce, which means that the digital transformation of e-commerce is bringing opportunities to traditional manufacturing. From the consumer's point of view, this year's "Double Eleven" consumers' consumption concept is upgrading, more rational and paying attention to cost performance. (包芳鸣)
Guide
Lu Zhenwang, CEO of Shanghai Wanqing Business Consulting Co., Ltd. said that the online dividend of e-commerce has already been eaten, which means that the growth of online users is about to slow down or even stagnate.
Ma Yun, chairman of Alibaba's board of directors, who has been in office for less than a year, is very busy recently.
On October 31, Alibaba's 2018 shareholders' meeting was held in Hong Kong, and Alibaba officials did not disclose any information related to Ma Yun. In addition to sending a deep-hearted eulogy to Mr. Jin Yong, Ma Yun also participated in the local investor summit in South Africa.
Just the night before, Ma Yun sent an open letter to shareholders. "This is the last time I wrote to you as Chairman of the Board of Directors of Alibaba." His open letter was the beginning. In the face of the challenges faced by investors under the economic pressure, Ma Yun said that when business is difficult to do, it is the time when Alibaba fulfills its mission of “making the world a difficult businessâ€.
Earlier, Alibaba had two global economic shocks. Recently, "the global economy is experiencing difficulties. Trade, consumption, stock market, and manufacturing all begin to become uncertain. Sino-US trade friction has further increased market panic. "Ma Yun regards it as the third global twist of Alibaba's experience."
Coincidentally, Amazon, whose stock has been mad for more than a year, is beginning to show signs of fatigue. The company’s just-released third-quarter earnings report for 2018 showed revenue of $56.576 billion, up 29.3%; net profit of $2.883 billion, up 1026.2% year-on-year. However, the core e-commerce business grew by only 10%.
Amazon has found business support points other than e-commerce. Followed by Alibaba CEO Zhang Yong in the shareholder letter proposed the concept of creating "Alibaba commercial operating system"
Ma Yun said that this time, Alibaba will still create new value with new technologies, new manufacturing, and new globalization.
On October 31, an investment banker told 21st Century Business Herald that in the context of the downward pressure on the entire Internet and the bottom line of online traffic dividends, Ali, Tencent, Baidu and other giant stocks are facing the stage. Sexual downgrade. The main purpose of Alibaba's open letter is to send information to shareholders, saying that Alibaba is a technology company and has a strong economic ecosystem. Short-term stock price fluctuations do not affect long-term value.
Deconstructing commercial digitization
Alibaba has not been spared in the midst of the general cold winter. After the stock hit an all-time high of $211.7 on June 5, its share price fell all the way, with the latest closing at $136.33, a drop of about 35%, which is close to the 52-week low of $130.06. In the past five months, the market value of Alibaba has evaporated by 180 billion US dollars. As of the 21st Century Business Herald, the latest market value is 353.392 billion US dollars.
Therefore, in addition to e-commerce, Alibaba needs to find new growth points to convince investors. The diversified business scenes in Alibaba's economy, and the data assets they form, combined with cloud computing, form a unique "Alibaba commercial operating system", which is fully empowering brands, businesses and enterprises to complete digital transformation. This is Zhang Yong's latest summary and definition of the business value of Ali.
In this operating system, each business unit generates both data and data to form an organic cycle. In Zhang Yong's view, the Internet and digital technologies have not only opened up new online sales channels for enterprises, but also profoundly promoted the transformation of marketing methods, consumer operating models, supply chains, product design marketing and commodity production methods. The foundation of all these changes is the global reach of business data and consumer data.
With big data, Tmall is trying to innovate. During the 618 period, the Liushen Rio cocktail was exclusively launched at Tmall, and the limited supply of 5,000 bottles was seconds in 17 seconds. The red burst brought the "butterfly effect". The small spicy kiss bite lipstick jointly introduced by Zhou Black Duck and Royal Mufang, and Luzhou Laojiao (39.140, 1.08, 2.84%) introduced Peach Blossom Drunken Perfume, Fulinmen Wanfu Cleansing Oil and so on. Behind it is also the desire of traditional brands for change.
On the eve of the double eleventh this year, Nature Hall and Want Want jointly created a “Wangwang Snow Cake†air cushion powder and sold it exclusively on Tmall. One day after the pre-sale is opened at 0:00 on October 20, the number of reservations is nearly 10,000. On October 31, He Lixu, deputy general manager of Want Want Group's e-commerce channel business unit, said in an interview with the 21st Century Business Herald that the reason why the cross-border joint venture with fashion brands and cosmetics brands is to make customers feel that Wangwang’s The brand is very young and can be very trendy. “For a snack food brand, users actually grow up and we hope to cover them all the time.â€
Liu Bo, general manager of Tmall's operating platform business unit, also admitted to the 21st Century Business Herald reporter that Tmall is deeply involved in the design of joint new products, brand marketing and topic manufacturing. “After all, from big data analysis, user research to technical implementation, we are all in the new product development and supply chain transformation of the empowerment brand. These days, Tmall has been evolving. Some offline brands are also changing.â€
Therefore, after the cloud infrastructure such as retail cloud, marketing cloud, financial cloud, and logistics cloud is gradually promoted, Alibaba hopes to find a new business model in the process of helping enterprises complete digital transformation. After both Ma Yun and Zhang Yong issued an open letter, Alibaba reversed the all-time decline in the US stock market, rising 2.21% to close at 136.33 US dollars.
Accelerate the process of internationalization
The high-speed growth of the e-commerce industry seems to have pressed the deceleration button this year. Jingdong’s second-quarter earnings report showed that its net profit for the second quarter was RMB 478 million, compared with RMB 976.5 million for the same period last year. At the same time, based on non-US GAAP, its operating profit was RMB 113.2 million (US$ 17.1 million), while operating profit for the same period last year reached RMB 581.9 million. During the “6·18†period this year, Jingdong’s GMV (total turnover) increased by only about 23% year-on-year, and GMV has always been an important indicator for measuring the performance of e-commerce.
According to the data disclosed in the August 30 financial report, in the second quarter of 2018, the company achieved a total revenue of 2.709 billion yuan, an increase of 2489% over the same period last year. However, the company's operating loss was 816 million yuan, and the cumulative net loss of the platform was 7.8 billion yuan under the US General Accounting Standards (GAAP).
Alibaba's future performance depends on whether it can be as good as Ma Yun and Zhang Yong said, and once again break through the border and achieve greater self. Zhang Yong said in an open letter that globalization is still Alibaba's long-term strategy. The ultimate goal is not only to sell from China to the world, but to sell the world to the world and to create a truly global platform.
When Amazon is still exploring the Southeast Asian market in a small step, Alibaba and its ant Jinfu have already accelerated their staking in this fast-growing market. E-commerce, payment, cloud computing, logistics and other businesses have already landed. In Russia, AliExpress has become the dominant platform for the Russian e-commerce market, accounting for 69% of the market.
However, compared to China's trillion-dollar online spending capacity, the market in Southeast Asia is still small, but the growth potential is huge. According to data from the US market research firm eMarketer, in 2017, the Indonesian e-commerce market reached 8.2 billion US dollars, and Thailand's data was 3.5 billion US dollars.
On September 4, Trevor Kalcic, head of Southeast Asian research at Nomura Securities, pointed out in an interview with the 21st Century Business Herald that he was cautious about the Southeast Asian market, but relatively optimistic. The main reason is that the trade policy of Southeast Asia has not yet reached an agreement, but it is less affected by the external trade war and the market is more stable. "The layout of China's Internet giants will take at least five to ten years to nurture the market, because the Internet development level in Southeast Asia is 10 years behind China. The return on earnings of these investments is not seen in the short term, but it is a very necessary layout. ""
According to a 21st Century Business Herald reporter, Alibaba has acquired Trendyol, the largest and fastest growing mobile e-commerce platform in the Middle East, with more than 2,000 merchants and 16 million users for US$750 million. "By 2036, I hope to serve 2 billion consumers around the world, help 10 million SMEs to make profits on the platform and create 100 million jobs." In the open letter, Zhang Yong is looking forward to it.
On October 31, Lu Zhenwang, CEO of Shanghai Wanqing Business Consulting Co., Ltd., said in an interview with the 21st Century Business Herald that the online dividend of e-commerce has already been eaten, which means that the growth of online users will soon be released. Slow, even stagnation. Alibaba has placed traditional RT-Mart, Intime and other traditional supermarkets in advance, with the aim of opening the offline traffic portal and re-finding new growth poles. "Comparatively, Ali's ecosystem is relatively complete, and the business vision is still considerable. The ecological infrastructure has been completed, and the commercial operating system will have long-term potential." Lu Zhenwang said.
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