80% of e-commerce bosses are declining, and only 20% know how to grow!

E-commerce people must have confidence, because e-commerce is in the consumer industry. The epidemic has the least impact on the consumer industry and has a huge impact on offline stores and offline services. The e-commerce business comes from China's population of 1.4 billion. As long as the population's chassis is still there, e-commerce people do not need to be pessimistic.

But objectively speaking, the chassis of e-commerce business will decline to a certain extent because people's consumption power has declined, but this decline can be hedged. For example, if you used to only work in Taobao, but now you have opened up Pinduoduo, Douyin or other platforms, and your business can continue to grow.

This year I met many members, whose business has increased by more than 50%. These people have either opened up new categories or opened up new platforms. In short, e-commerce people should not be pessimistic.

I am in Huizhou with a group of billion-level e-commerce sellers

Let me give you an image example. In a noodle restaurant, customers used to add two eggs to a bowl of noodles, but now they may add one egg to a bowl of noodles. What should they do if the performance loss of that egg is? Either you are rich in categories or open another store on the street next door.

So e-commerce is lucky. There are many ways to grow. The population of 1.4 billion is enough for our performance to continue. China's economy is also recovering, and I believe it will get better and better.

In the current environment, everyone should change their concept - strategy and brand are also practical, and don’t think that only tactics are practical. Strategy and brand are very important, it is the direction. When starting a business, you must first think about which industry to choose, and then what platform to build. Because once these choices are made wrong, no matter how hard you work, it will be useless, so choices are always greater than efforts.

Choice is strategy. The core of strategy is what to choose to do and what not to do. This requires more thought. During the epidemic, we entrepreneurs should analyze the past and the source of e-commerce, because the future is a continuation of the past. If we analyze it clearly, we will not be confused.

Recently, I held a closed-door seminar with the billion-level boss online

The essence of business is the same, and the difference lies in the changes in the scene. The previous scenes were in streets and shopping malls, and the current scenes were on platforms such as Taobao, Pinduoduo, Amazon, and Douyin. Wherever there is traffic, you will appear, and multiple platforms have become an inevitable result.

Any company based on traffic business is unstable, and the entire retail industry in China has changed from the previous street traffic to the platform traffic, resulting in the need to continuously capture new traffic. The "site" of "people and goods yards" is constantly changing, and brands are easily disappearing. Many once popular big brands have gone bankrupt in the past two years, including listed brands.

Just like after Douyin came out in the past two years, many Taobao merchants went bankrupt, especially Taobao’s women’s clothing. Women’s clothing generally declined below 30%-50%. The women’s clothing business is based on traffic. All traffic-based businesses can only be done for a while, not for a long time. The flow vent is generally a little longer than 10 months and a little shorter than 3-5 months.

What is the thinking this brings is that we must constantly capture new traffic with our left hand, to catch larger and more traffic, and to continuously consolidate basic skills with our right hand. Without basic skills, you may be gone if the next traffic platform and scenario iterates, and you will not be there.

Then what basic skills should I grasp?

The first is talent. Talent is the source of basic skills, and good products and services are all made by people;

The second is whether there are patents, technology, and moats;

The third one is irreplaceable in your industry.

After more than ten years of starting a business, 80% of the companies are gone because of changes in traffic and scenarios. It is iterated very quickly and eliminated very quickly. Therefore, the boss has to spend a portion of the funds every year to invest in talents and core technologies, otherwise once the traffic and scenarios change, you will be gone.