Traditional e-commerce from 2010 began to soar, to 2020 suddenly produced an inflection point, e-commerce live broadcast turned out to be the popularity of e-commerce to a record high.
At that time, there were even traditional e-commerce brands with annual sales of more than 100 million yuan that closed their stores and went out to the live e-commerce field.
The e-commerce dividend period, which is a golden age of traffic-side sales, is linked by the network cable of the nugget world, and the continuous influx of consumers has accelerated the determination of the capital market to continuously increase the size of the e-commerce industry. From searching for pits to some corner and corner display positions, it can be said that the traditional e-commerce platform has installed a generation of dreams of entrepreneurship and prosperity.
When did dreams start to break?
When the epidemic arrived in 2020, the e-commerce industry achieved reverse growth, which was beyond the reach of other industries, and everyone did not seem to find that the crisis was coming.
Live e-commerce shortens the distance between goods and consumers, but also quickly consumes everyone's consumer enthusiasm, the e-commerce industry stalls are getting bigger and bigger, but the traffic growth has reached the limit of the Internet population, where should the new traffic come from?
Some Taobao merchants have said that during the 2015 Double Eleven period, his store profits are quite considerable, not to mention the profit in 2018, even the basic traffic of the store is declining, and many shop owners are competing for the traffic during the Double Eleven, and he has felt that the glorious turnover of e-commerce has nothing to do with small and medium-sized businesses.
And some consumers think that from 2018, there are fewer and fewer store red envelopes during the double eleven double twelve, and the price of goods does not have any preferential treatment at all, so why do they have to bother to buy goods during the double eleven period? Isn't it the same when you usually buy it?
It can be said that traditional e-commerce and even the current new live e-commerce are based on traffic, over-reliance on traffic, when the traffic tide ebbs, Taojingpin is currently facing the problem of fast jitter e-commerce will go through in turn.
As early as 2017, when the market was turbulent, Ma Yun predicted that e-commerce would disappear in the next ten or twenty years, and there was no concept of e-commerce to speak of, but the new retail model that combined online and offline became the dominant in the future.
However, the speed of new retail development cannot keep up with the speed of traffic ebb and flow.
A Taobao women's clothing store that Xiaobian has been paying attention to since the high school stage, which had 30 million fans at its peak, has not survived this year, and has closed the store, which has made countless people sigh.
Taobao store road is getting narrower and narrower, some people analyze the reasons said that it is caused by external competition, and some people say that it is an excessive play of the traffic game, brushing single brush data, traffic fraud overdraft consumer reputation, but also in the consumption of the credibility of the entire industry.
Xiaobian believes that the reason why traditional e-commerce will decline, there are market reasons (the overall economic downturn), there are more reasons for the internal model of traditional e-commerce, take Taobao for more and more redundant functions, the original intention is to want users to consume when entertaining or entertainment at the time of consumption?
The popular categories of traditional e-commerce platforms are now going into nine deaths, but there are other niche categories, the competition is relatively small, there is room for making money, recently consulted to buy Taobao stores Many merchants are asking about the price of virtual stores, and some game training and other store prices, you can pay attention to it.