Decrypt the five latest trends in the e-commerce industry in 2017!

　　In the movie "Ride the Wind and Waves", there is a scene like this: Xu Zhengtai thinks that the world will not change. In the 1990s, BP machines were very popular and video halls were very popular, so Xu Zhengtai’s ideal was to open many video halls. The wealth he understood was to own many BP machines, so the wealth he left for his wife who was about to have children before going to prison was a large box of various BP machines. He felt that with these, wealth would be guaranteed...

　　When time went by 2017, we all knew that video halls had long been replaced by various cinemas, and no one wanted BP machines even sold waste products. In fact, every year is different, but few of us will notice it. People always think that this year is almost the same as last year, but it is not.

　　What exactly is the e-commerce industry in 2017? Let’s listen to the analysis of Mr. Agent-

　　1. "New retail" will become an alternative term for e-commerce

　　In 2003, Taobao was established. The decade from 2004 to 2013 was a decade of rapid development of e-commerce, and e-commerce large and small have developed rapidly in these ten years. This is like a convenience store in the 1990s, which was once everywhere. Some convenience store owners are more intelligent and have opened chain convenience stores, which are now called chain convenience stores; some convenience store owners are more resourceful and have opened large supermarkets; and a few smart and resourceful convenience store owners have started real estate. However, more convenience stores have been eliminated. This is very similar to e-commerce!

　　In the first few years, e-commerce was called "Taobao"; later on, some e-commerce companies started to be called "e-commerce" after they started to be called "e-commerce"; and some e-commerce companies developed into enterprises of a certain scale, with business online and offline, such as Three Squirrels and Inman. Excluding a few wholesale businesses, most of e-commerce are retail businesses. When the emerging industry of e-commerce, a new industry, has been developing for ten years and is no longer special, it is called back the name it should have - retail, which is normal. In this era of "Yin" (why is the era of "Yin", another article explains), everything is based on "new", so it is called "new retail".

　　At the 2016 Yunqi Conference, Jack Ma proposed five new products - new retail, new manufacturing, new finance, new technology, and new energy. New retail is not a slogan. In 2017, we will see conferences, discussions and practices of new retail emerging in various industries. The three words "new retail" will gradually replace e-commerce. To figure out what new retail is, we must first look at what "old" retail is. In the past, retail was to go to the wholesale market to sell wholesale goods, and sell whatever goods there were in the market, and sell them as popular as they were selling well. These are typical old retailers.

　　Since it is new, it must be different from before. Based on big data, users, and multi-platform cooperation, various network channels are used to connect consumers, merchants and retail places, and integrate online and offline. These are the scope of new retail. Online and offline companies understand their customers’ true preferences through big data analysis and mining, display them through various channels such as e-commerce platforms, O2O, physical stores, etc., and then connect customers through various Internet methods such as graphics, videos, movies, TVs, VR, etc. to meet customers’ real needs for goods or services.

　　2. Internet celebrities’ e-commerce reshuffle, and Internet celebrities with core competitiveness stay

　　Various Internet celebrities and live broadcast platforms flourished in 2016 and were thriving. Will this prosperity continue in 2017? Mr. Agent's conclusion is that the Internet celebrity e-commerce industry will continue to be prosperous, but there will be great changes.

　　The characteristics of Internet celebrities in 2016 are that they are funny, good-looking and eye-catching. As long as an internet celebrity with one of these characteristics is easy to become popular. If you look at the statistical data of each live broadcast platform, you will find that in 2016, the number of live broadcast internet celebrities in Northeast China was the largest. Why is this? Shouldn’t it be that Jiangsu, Zhejiang and Shanghai are following the trend more closely, and Guangzhou and Shenzhen are more fashionable and more outstanding? ——It’s really not! Northeastern people have innate language advantages, and they are funny no matter what they say; Northeastern people are also good at singing and acting. If you think about it, you will understand it. These genes make the talents of Northeastern people become popular with the wings of live broadcast.

　　By 2017, Internet celebrities no longer rely on their prominence to make people laugh, but must have good content. If you are a food expert, then continue to broadcast various food-related content; if you are a craftsman, then continue to broadcast things related to crafts. In short, you have to have your own core competitiveness, instead of just broadcasting funny content, or showing off a beautiful girl with an internet celebrity face. Those Internet celebrities who do not have their own core content will have a significant decrease in attention.

　　Although the Internet celebrity market is large, ordinary people’s mobile phones cannot accommodate so many live broadcast apps. In 2017, various live broadcast platforms will face life and death: either take venture capital and continue to play, or disappear without a trace. Live streaming platforms will be reshuffled, and Internet celebrity e-commerce will also be reshuffled, while Internet celebrities who truly have their own fans and are loved by fans will continue to be popular. How to make fans happy and make fans fall in love with them is something Internet celebrities need to really think about. If you only know how to be funny and have only good looks, it really won’t work! If there are exceptions, then the girls are exceptions: girls with good looks, even if they don’t have much content, they can still become popular in the year of Dingyou in 2017. In fact, "girls" are also core competitiveness. The key is that you are a girl?

　　3. Cross-border e-commerce conferences are blooming in full swing, ushering in blooming development

　　There is no doubt that Alibaba is already a well-known e-commerce model in China and even the world. When everyone living in Chinese cities has mobile phones, Taobao and Alipay, Alibaba's user data only has two ways to grow: one is the rural market and the other is the overseas market. This is also the fundamental reason why Alibaba vigorously develops rural e-commerce and expands overseas e-commerce.

　　In 2016, Jack Ma visited dozens of European and American countries, met with many heads of state of Western countries, and vigorously promoted Alibaba's business model. At the G20 Summit, Jack Ma even proposed eWTP (World Electronic Trade Platform), advocating the integration of global cross-border trade system, financial system, and logistics system. Jack Ma’s efforts in 2016 will bring fruits in 2017.

　　In countries such as Russia, Brazil, Spain, France, etc., AliExpress has become the first online shopping platform for the people. In China, the middle class with super purchasing power chooses to buy overseas products on Alibaba's Tmall international platform. This is the two routes of cross-border e-commerce export and import. The every inflow of cross-border e-commerce is an analysis of business model. In terms of business model, Alibaba wants to copy the model of "making the world without any difficult business" to the whole world. Solve local employment problems, which is what any local government wants. So recently, when Jack Ma met Trump, he mainly proposed to solve the employment problems of some Americans through Alibaba's plan. Such a proposal is urgently needed by Americans.

　　In short, Alibaba will promote the already successful e-commerce model in China to the world. Of course, it cannot be a complete copy, because the national conditions and people of each country are different. Whether it can be integrated into the local area and accepted by the local people is what Alibaba needs to put in a lot of effort. In addition to Alibaba, other e-commerce platforms such as JD.com and Dunhuang.com are also expanding overseas, and the cross-border e-commerce conference will usher in full bloom in 2017.

　　4. Rural e-commerce ushers in the upgrading of survival of the fittest

　　Rural e-commerce, as mentioned in the previous article, is an important expansion channel for Alibaba. But when analyzing rural e-commerce, we need to be clear that rural e-commerce is not just e-commerce, but carries many government functions in the name of e-commerce. Becoming an incubation carrier, creating jobs, poverty alleviation, etc., are all functions attached to rural e-commerce. Because of this, rural e-commerce is destined not to be a simple selling of goods, but a huge industrial chain: it is dominated by the government, started businesses by farmers, rose by agricultural products, downward by industrial products, and guided and supported by service-oriented enterprises.

　　According to statistics on rural e-commerce in 2016, more than 130 Taobao towns and more than 1,300 Taobao villages are spread all over the country; there are more than 500 counties that are vigorously developing county e-commerce and rural e-commerce, and more than 10,000 villages covering village Taobao outlets. From the initial slogan to the gradual implementation, to the rapid expansion of clustering, rural e-commerce has come to this day after these years and will usher in the upgrade of survival of the fittest.

　　Rural e-commerce in 2017 continues to be an important industry under the guidance of the government. The innovation and standardization of agricultural and special products and the enterpriseization of small e-commerce will be the main directions of rural e-commerce in 2017. The production, packaging and marketing of agricultural and special products will be standardized, because only standardization can be scaled. What manual agricultural products require more is not standardization, but the innovation of handicrafts and the integration of the times. In addition, promoting handmade agricultural and special products through pictures, videos, movies, TVs, VR and other methods will be widely presented in 2017.

　　5. Social e-commerce is truly taking shape

　　Why is it said that social e-commerce will not take shape until 2017? It is not possible to make a social e-commerce company with a few WeChat groups or a few WeChat accounts. Looking at the so-called fan economy and social e-commerce in recent years, it has attracted fans in various ways and added many people aimlessly, but very few are really doing precise fan operations. Many large Weibo fans are mostly not accurate, and many of them are watching the fun. Such people cannot form a truly influential community.

　　Yes, those who win fans will win the world! But the premise is that the fans you get must be real fans. In 2017, you will find that it is very important to do content seriously, and it is very important to become an interesting person - only those with good content and interesting people will have real fans. In 2017, find and show your core competitiveness, and fans will follow. Only under such a premise can the community be e-commerce, and it will be e-commerce for a long time, rather than a one-time transaction and never interact with each other.

　　Mr. Agent once wrote an article "My circle of friends is worth tens of millions", which means that everyone's circle of friends has value. When you sell goods casually, you are constantly consuming your credit, and finally, your gains are negative. When a person's personal WeChat account is full, if you want to add another person, you have to delete the person. Then who to add or who to delete will be a matter of choice. To comprehensively judge, look at a person, look at a person’s circle of friends, who will be deleted, and who will be left behind, the choices are the true meaning of social e-commerce.

　　In 2017, for social e-commerce, we should do subtraction. No matter what industry you are in or just yourself, we should continue to output good content and be an interesting person. Let the people who don’t like you delete you, and let the people who like you stay; you also take the initiative to delete people who don’t match your tone, so that social e-commerce can take shape.

　　If the five trends mentioned above gather into one question, it is: What is your core competitiveness? Whether it is facing new retail, whether it is building a brand, community, cross-border e-commerce, or rural e-commerce, what is your core competitiveness? Ask yourself repeatedly and find your own core competitiveness and you can ride the wind and waves.

　　Thank you for your attention and support to Laogao Crown Club . Please indicate the source of the reprinting website www.shxuanming.net