Life Evolution: The Road to Advanced E-commerce 3.0 under Consumption Upgrade

　　The emergence of the new e-commerce concept with e-commerce 3.0 as its main core, the blossoming of unattended convenience stores, and the stunning of Amazon's unmanned supermarkets all tell us that the evolution of user life with consumption upgrading as its main driving force is increasingly becoming the main breakthrough in the development of the Internet. In a sense, meeting the evolutionary needs of users' lives and creating a new e-commerce model has become the main direction of retail change in the future. One of the most prominent manifestations of the evolution of user life is consumption upgrading.

　　Under the premise of consumption upgrading , domestic e-commerce platforms have transformed from low-price, low-quality to personalized and high-quality to the main way to cater to this trend. Creating new e-commerce under the conditions of consumption upgrading , and using this to enrich and improve the concept of e-commerce 3.0 has become a topic that many e-commerce platforms must focus on in the future. Whether it is the old e-commerce represented by Alibaba and JD.com, or the new participants represented by NetEase Kaola Haigou, whoever controls the needs of users' life evolution under consumption upgrades and meets this demand will be able to win the market in the upcoming e-commerce 3.0 era. Consumption upgrade is actually the re-evolution of user behavioral habits. The traditional e-commerce era is concerned with whether users can "buy" their favorite products on a certain e-commerce platform. This is a search process, and the ultimate goal of users is to find it. In the era of e-commerce 3.0, users are concerned about how to "buy well" their favorite products. Users' goals are no longer limited to being able to buy, but also buying well.

　　From "buyable" to "buy well", it is actually a change in user behavior. Behind it is more revealing the underlying logic of combining goods with people. "Buy" means that when the products are not rich enough, users only need to obtain products in order to meet their own needs, and do not pay much attention to the essence of the products; and with the diversification and diversification of product supply on e-commerce platforms, users may face multiple choices in the selection of the same product. In this case, users will compare the products with higher quality products among these products when they have found them, and ultimately achieve the goal of "buying well".

　　With Taobao splitting becoming the symbol of Taobao and Tmall, the e-commerce field has actually begun such a change. As this change gradually deepens, users' behavioral habits and consumption pain points have not been fundamentally solved, because even if the product supply changes are made, the products faced by users are still diverse and still need to be screened. This requires e-commerce platforms to deeply intervene in it and find the products they potentially need for users, thereby reducing their pain points in the search process. Ding Lei, who is good at innovation, seems to be more direct than others in this perspective. He wants to expand more imaginations in the e-commerce 3.0 era through the trial of NetEase Kaola Haizhuang .

　　From the perspective of external performance, the e-commerce 3.0 era is more about the optimization and improvement of user experience. With products that can reflect a new lifestyle, how to supply these products to users and enrich their lives has become the key to whether the new life in the era of e-commerce 3.0 can be achieved. This actually tests the supply chain capabilities of goods the most, because one of the main reasons why traditional e-commerce has been criticized is the lack and inefficiency of the supply chain. Taobao integrates logistics resources through Cainiao network to achieve real-time control of commodity supply, JD.com ensures the supply of commodities through its own logistics network, and NetEase Kaola Haigou improves commodity supply efficiency through overseas warehousing and logistics systems covering the world and domestic logistics services that continuously improve cross-border e-commerce industry standards. On the basis of leading the entire industry to expand the industry extension, it continues to break through the "geographical limitations" of "cross-border e-commerce". In addition to improving supply efficiency, the optimization and improvement of user experience in the e-commerce 3.0 era also lies in the smooth and direct purchasing process of the user.

　　Participants in e-commerce 3.0, represented by Alibaba, JD.com and NetEase, are deeply involved in the process of product supply. With the help of new big data technology and cloud computing, we sort out the most popular products among users' needs and correspond these products one by one with our own product development, thereby reducing the process of users' search for products. This is also an external manifestation of experience optimization and improvement. Therefore, whether it is essentially or externally, the e-commerce 3.0 era shows a brand new life. And this new evolution of a brand new life is precisely a sign that China's next era of consumption dividends is coming. As Zhang Lei, CEO of NetEase Kaola Haigou, said, China's huge consumption dividends have not ended. With the integration of technology, the Internet and offline boutique retail formats, China still has huge market space in the next 10 years. The key to the realization of e-commerce 3.0 is the degree of life evolution. As mentioned in the previous article, the change in user behavior habits has given birth to the arrival of consumption upgrading, and the degree of user life evolution has become the main driving force for the development of e-commerce 3.0 era.

　　The degree of evolution of users' lives in the future will directly determine the degree of development of e-commerce 3.0. An era of e-commerce 3.0 triggered by the evolution of life is coming step by step. First of all, life evolution can provide a continuous stream of demand for e-commerce 3.0. The process of life evolution is actually a process of continuous upgrading and improvement of user needs, in which different types of products need to be enriched. This requires e-commerce platforms to continuously develop and innovate new product types to meet this demand. The essence of life evolution is the evolution of user needs, and the increase in user needs will inevitably require more products to correspond to it.

　　The non-standardization, non-localization and diversification of user needs have become the main signs of this stage. As a provider of goods and services, Internet giants represented by Alibaba, JD.com and NetEase can meet this demand with different advantages and characteristics. In this process, e-commerce platforms can gain a steady stream of development momentum, which triggers people's discussions about new lives and changes in behavior, ultimately making e-commerce 3.0 no longer just a concept, but can truly correspond to people's lives.

　　Secondly, life evolution can provide a direction for development for e-commerce 3.0. Although it has been a long time since Jack Ma proposed the concept of "new retail", people do not have a relatively clear direction on how new retail will develop in the future. The evolution of life based on users can start from this perspective and point out the direction for the development of e-commerce 3.0 from the bottom up. Because the process of life evolution is a process of continuous emergence of lifestyles, e-commerce 3.0, as a means, can embark on a path with self-character characteristics by constantly satisfying these lifestyles. The direction of life evolution is more about e-commerce 3.0 as an external expression, and to achieve this external expression, you must start from different angles. Therefore, as a potential driving force, life evolution can continuously correct the development of e-commerce platforms and make them more relevant to users. Third, life evolution can provide a development soil for many applications of e-commerce 3.0. It is true that every step of life evolution requires many technologies and applications to be related to it.

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