B2C Savage Growth Is Ending

various Group buying Website advertising is still overwhelming, most of which can not leave any impression. Only after Han Han and Wang Luodan continue to maintain the civilian position of "I am a fan", Huang Xiaoming is once again a hot topic of micro-blog forwarding. B2C grows wild and wants to run long distance into sprint, and advertising becomes a sprint. Marketing promotion The most important way. Get big capital Supporters tried to establish the threshold of traffic, and did not consider the brutal launch of ROI, and finally hit the bubble - the industry itself hurt itself.

Two weeks ago, I wrote the following words: "B2C business is developing in full swing, but in my view, there is still a sense of wilderness. As if on the vast land, only a few buildings, such as fan, Jingdong, Dangdang, excellence, Mcglaughlin and so on, stand tall and upright, surrounded by Taobao's noisy market. 3C, books and clothing are all new species that are barbarous, or wilderness waiting to be cultivated. There are still many opportunities in the territory of B2C, which is the art of choice.

As a matter of fact, B2C is still a flourishing spring for all walks of life, and this is an era of flourishing flowers. MasaMaso launched the women's clothing Vivian, the old colleague trader, I believe his brand strength and the strength of supply chain resources integration. For private brands, opportunities are still fluttering around, not related to bubbles. Even platform website, creative product C2C, high-end designer C2C, white-collar drinks B2C, cultural product platform, tourism product platform are all the entrepreneurial projects my friends know are doing.

However, barbaric growth is ending. In addition to those who have already received large sums of money, there are not many opportunities for the latecomers to continue to grow rapidly by barbarism. They need more sophisticated operations. They need to have brand style, product personalities, more precise inputs, more interactive, more human nature, more detailed love and more specific services. But the Internet is so fast that we ignore common sense. It's like making clothes with a sense of brand, but most B2C clothes do not have a soul.

A reporter asked: "Masa Marceau and Gao Peng cooperate to distribute coupons and fans to mass advertising two forms, which is more suitable for this industry?" In my opinion, it is not important to compare the pros and cons. What is more important is what form is more suitable for its own brand style. Everyone is obviously doing the best at the moment, which is also the end of B2C's barbarism.

Author: Xu Xiaohui, born in Hebei, graduated from the Chinese Department of Peking University. He worked as a project manager, marketing director and assistant president in YAHOO China, Jinshan software and VCG. Now he founded Beijing Godot Technology Co., Ltd. and served as CEO in the field of clothing B2C.