What is the second type of e-commerce? Please tell me.

The term second-category e-commerce began to appear in 2015. The specific definition generally refers to the production of single products relying on high-quality advertising traffic on mobile advertising platforms such as Toutiao, Guangdiantong, and Zhihuitui. For merchants who sell, the main transaction forms are free shipping and cash on delivery.

The overall supply chain model is merchant selection---advertising platform obtains orders---merchant delivers goods---buyer signs for payment (rejection of return), the process is short and forms a closed loop. Currently popular second-category e-commerce companies include Toutiao, Tencent Guangdiantong, Zhihuitui, Phoenix Fengyu, Sina Fuyi, Sohu Huishan, etc.

Extended information

The difference between second-category e-commerce and traditional e-commerce

1. Different business methods

Taobao as we usually understand it Tmall and JD.com are basically a type of e-commerce. In terms of operation, the platform usually rents traffic, provides e-commerce operation tools, and intervenes in management. In terms of operation, it usually operates multiple products;

The second type of e-commerce mainly uses a single page (which can be understood as the landing page of a single product, product introduction + order form) to intentionally create popular products by placing advertisements. Therefore, the first type of e-commerce pays more attention to the operation of the previous type of e-commerce. Repeat purchase rate operates word-of-mouth, while second-category e-commerce companies focus more on operating popular items.

2. Different supervision

E-commerce in our common understanding, such as Taobao, Tmall, and JD.com, can be called a type of e-commerce, which mainly operates sales through opening online stores. , which includes many sellers ranging from factories to dealers to individuals, but in terms of business supervision, margins are generally used to deal with disputes between consumers and merchants, which is relatively complete;

Second-type e-commerce The supervision is relatively less strict, and all problem management is more about the management of investment qualifications. In most cases, the first category can be intervened after complaints are made, and the second category cannot even find a way to complain.

3. The actual consumer groups are different

To put it simply, the consumer groups of the first-category e-commerce are mainly online shoppers who have developed online shopping habits and do not care too much about trust issues; 2. E-commerce-like consumers have almost no online shopping behavior, or are in a consumer group that has not seen actual products and has trust concerns (older, mostly men, maybe women like to go shopping and buy physical products).

4. Different payment methods

The second type of e-commerce basically uses the express delivery service provider to sign for cash on delivery (delivery first, payment later); the first type of e-commerce The main mode of business is online payment (pay first, ship later).

Baidu Encyclopedia-E-commerce