Small and medium-sized e-commerce platforms: Self-built brands to find another way out

　　The competition among e-commerce platforms is constantly escalating, and the e-commerce industry has transitioned from a competitive period of land grabbing to an accelerated integration of mergers and acquisitions. Acquisitions have become the most energy-saving way for giant e-commerce to harvest smaller competitors.

　　Faced with the accelerated integration measures of giant e-commerce, small and medium-sized e-commerce platforms that "survival in the cracks" have not had a good life. They can only find another way out, or position themselves in more accurate vertical fields and expand new channels.

　　An insider engaged in overseas shopping guide websites said that in recent years, overseas shopping guides have been worse than before. On the one hand, overseas websites have continuously reduced commissions after expanding the Chinese market. On the other hand, large e-commerce platforms have accelerated cooperation with overseas brand owners, which has also accelerated the introduction of overseas shopping categories. Even in the shopping guide industry, several major platforms have formed a situation where the market for small and medium-sized platforms has been accelerated. Therefore, the market for small and medium-sized platforms has been continuously eroded, and it is difficult to move forward, and the above-mentioned industry insiders have repeatedly emphasized.

　　Yin Meilan, CEO of Luxury E-commerce Treasure Network, said that unlike comprehensive platforms, the services provided by more vertical luxury e-commerce are more accurate. Since it only focuses on luxury categories, it has more advantages in terms of brand quantity, product categories, etc.

　　Sun Duofei, co-founder of Fifth Avenue Luxury Network, said that independent development is more suitable for luxury vertical e-commerce. Relying on a comprehensive platform is not the only way out. Small and exquisite luxury e-commerce is more suitable for independent training of people. Fifth Avenue is driving some overseas fashion brands that are more personalized but have not yet established domestic popularity to enter the Chinese market.

　　In addition, while benchmarking against comprehensive platforms, small and medium-sized e-commerce platforms are also constantly innovating and seeking new development models. Driven by consumption upgrades, the model of using OEM to meet consumers' demand for high quality and low prices has been adopted by most e-commerce platforms.

　　Baby Gezi, which started out as a maternal and child e-commerce, has established its brand "Gezi Preferred", which mainly sells "three-same" foods and purchases them in accordance with the requirements of "same line, same standard and same quality", thereby creating a self-operated brand of Baby Gezi. Zhang Tiantian, CEO of Baby Grid, said that self-built brands are becoming the norm, and the ability to accelerate differentiated competition on the platform is to cater to consumers' demand for diversified and quality products.

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