Secret: Why is e-commerce getting harder and harder? It turned out that it caused the disaster.

Recently, I have contacted many enterprises and individuals who are doing e-commerce. Some enterprises have opened flagship stores in Tmall and JD.COM, while others have opened personal stores in Taobao. Some sell honey, tea and specialties, some sell jelly, nuts and roasted seeds and nuts, and many sell clothes. When talking about marketing together, they generally revealed that e-commerce is getting harder and harder to do and money is getting harder and harder to earn. ...

As I mentioned in many articles, there are probably several types of people who make a fortune in e-commerce: First, they did it earlier, because even consumers thought online shopping was a fashionable and avant-garde behavior at that time, so the e-commerce business that opened online earlier was particularly easy to do, which is called catching up. Sometimes it can be said that you are making money in a muddle.

Second, it is very good. This good refers to the quality of products, the design and service of online stores, and marketing promotion. Because at that time, everyone didn't realize that e-commerce also needed marketing, thinking that opening an online store could make money, so marketing promotion was slightly better than ordinary online stores and could make a lot of money, such as three squirrels.

Third, the product is unique, and basically the whole online mall is here, so when users search, the traffic will hardly be lost. At that time, many people would search for some strange products online, including those they had eaten, used and played as children, which soon attracted more and more netizens, and the business was naturally getting better and better.

Fourth, the price is extremely low. The so-called e-commerce started with the opening of Taobao shop. At that time, the best thing Taobao did was probably fashion. You know, the cheap fashion at that time cost several hundred yuan online and twenty or thirty yuan on Taobao. If you feel bad after wearing it, you can return it. Therefore, all beautiful women buy samples online and then buy them on Taobao. Taobao's business will naturally be fine!

These four successful models have gradually become the top of each category, and their evaluation and reputation are also relatively good. In this way, it is known that consumers who buy online know that they only choose the stores with the highest transaction volume, the best evaluation and the top ranking in that month.

Two years ago, I said in an article that only 20% of all enterprises and individuals engaged in e-commerce really make money, and only 5% of these 20% are particularly profitable, and 15% is slightly profitable. However, it is very clear that as many as 80% of enterprises and individual e-commerce companies are almost at a loss, and their profits are hopeless.

So, why is it getting harder and harder to do e-commerce now, or can't make money? There are also many reasons. I analyzed the following points: First, more and more people are doing it, often in the same category, but hundreds of shops are gathered. Not only that, there are more and more platforms. There was only Taobao at first. Later, there were hundreds of Tmall, JD.COM, Suning, Jumeiyoupin, Ji Yun, Dangdang and Amazon.

Second, the cost of opening a store is getting higher and higher. For example, the opening fee, deposit, annual fee, decoration fee, promotion fee and brand promotion fee of Tmall's various themes are almost several million. The problem is that these high fees don't mean you can make money. Making money or not depends on your luck and your marketing ability.

Third, consumers are becoming more and more savvy. As we all know, at the beginning, online shopping was started by some young people. They thought it was fun and began to buy online. Later, they gradually formed a habit. But with the change of time, consumers are becoming more and more rational and critical, and always make a final decision after comparing various data.

In addition, there are some reasons that make it difficult for e-commerce. For example, interest in online shopping is gradually cooling down. Many people joined the fun and experience from the beginning, and finally slowly found that the quality of online shopping products was too poor, or there were too many fake and shoddy products and quit online shopping.

Of course, these are only objective phenomena. Now, the drainage power of major e-commerce platforms is constantly strengthening, and you can't see various "shopping festivals" emerging one after another. Waiting rooms on city streets, TV and TV station advertisements outside elevators, etc. Almost all of them are occupied by e-commerce platforms, indicating that e-commerce platforms are also aware of the sharp drop in e-commerce traffic, so they are making changes in large investment.

At the same time, for e-commerce investors, the era of e-commerce with traffic as soon as the store is opened has passed, and it is time to truly test the marketing ability. If your store is ordinary, your products have no features, your customer service lacks individuality, and your marketing is not creative, then your business will never get better.

In order to make consumers interested in your store, in addition to the unique highlights of the products, the following strategies must be distinctive: First, the brand name of the store (including the brand of the goods) must reflect the age and personality characteristics of the target consumers, so that they will have a strong interest. Sometimes a good name can save you thousands of advertising fees.

Second, the style of storefront and customer service must be humorous and conform to the brand's personality. After visiting many online stores, I didn't find what attracted me, whether it was pattern design or copywriting, mostly obvious commercialization, that is, lack of echo and spiritual belonging that could highlight brand personality and consumer groups. Frankly speaking, consumers just buy and get nothing else.

The third is to drain creativity. At present, many online stores are draining funds to the platform or baidu promotion, but they just post advertisements on QQ and WeChat, and there is no better idea. In fact, due to the fragmentation of information, online stores have more ways to drain. A creative event marketing can definitely bring you millions of traffic.

Let's just say that it is a fact that e-commerce business is difficult to do. I have listed many objective reasons above, but the key lies in the e-commerce investors themselves. Because the objective environment has changed, but your marketing thinking is still standing still, can you still do business well? We should keep pace with the times and arouse consumers' interest with stronger marketing ideas, thus changing the passive situation that e-commerce is becoming more and more difficult to do.

Today's e-commerce has actually encountered the same problems as offline stores! Big shopping malls are also racking their brains to make various drainage efforts, but the technique is monotonous, except for discounts. We should start with the theme and characterization of shopping malls (stores)! As I said in my previous article, it is not like a shop, a brand, a product, a drainage, a customer service or even a marketing!

Let creativity move, make business interesting, make consumers happy and make a shopping activity a super pleasant experience! Can we do that? If you can't, learn lateral thinking, because lateral thinking can let you come up with endless new ideas in generate. With these new ideas, e-commerce will still have a bright future! Innovation, let innovation change itself and change the future!