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The rise of online retailers analysis
一、 The rise of online retailers
Since the 1990 s, along with the computer and communication technology development and fusion, the Internet in the rapidly expanding global, human society gradually into the network era, Internet network on the basis of reality is building a new time and space, thus fundamentally changing the existing in the economy. Traditional industrial economy, producers and consumers direct trade cost is too high, left the wholesale, retail, the role of middlemen, commodity trading is neither for the convenience and the lack of efficiency, and the development of the Internet makes information processing and transmission speed and efficiency greatly raised, producers can bypass middlemen, and consumer direct communication and transaction. Its advantage is: the transaction cost is much lower than the traditional marketing mode of middlemen, generator can obtain more profits, and consumers in the personalized needs met at the same time, also can get lower prices. The Internet provide this kind of direct way to trade, will also increase the producer and the consumer benefits, with great development potential, and been more and more enterprises have adopted, such as in the computer industry, due to the use of network marketing success DELL, triggering the peer enterprises are starting to follow
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suit. Someone according to think, as the network of the development of information technology and mature, middlemen will gradually decline. As the last link of the circulation of commodities, retailers are challenge is direct and the other.
See the essence through the phenomena, the network to the survival of the retailers direct threat is just the Internet age enterprise a miniature of the big change. Today, the Internet has passed its as a technology originally function, become a kind of influence human society of great power, and lead to human society economy form of change. The Internet changed enterprise survival environment, product to the reconstruction of the value chain, in this case, the original market competition pattern will be broken, interest shall redistribute, enterprise original advantage may be carved out of the loss, and new opportunities and living space is constantly generated. Those who market environment change the enterprise will slow in the competition out, and those who can comply with the change of market environment and innovative enterprise then can seize the opportunity, in the fierce competition. This is a basic law of market competition, namely the survival of the fittest, superior bad discard.
For retailers is concerned, the arrival of the age of the Internet, which means that challenge, also implied as opportunity. A large number of literature research shows that retailers in the Internet era is also the living space. First of all, the network information age growing exponentially, although in one-on-one mode, between producer and consumer transaction cost will drop, but producers and consumers of information search and processing cost greatly increased, and the network marketing of apparent information asymmetry also increases the risk of the deal, which provides for
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retailers survival and development space. Information agents have been then confirmed this, information intermediary is information, knowledge of the agent, it provides the buyer or the seller about the information and related evaluation, and through the personalized service or other forms of content to add value, thus become the link between producer and consumer. Again, the marketing channel decision by the expected benefits directly affect, and product types, market conditions and the characteristics of the enterprise difference, all can cause cost of sales and eventually benefit difference. Consumer goods such as is concerned, innovative products is suitable for the direct sales model, because the value of the individualized product value and lead to lucrative can make up for the higher cost of sales, and low profit is suitable for functional products sales through middlemen, for the scale benefits. Also, for consumers, existing in reality of retail stores, supermarkets, shopping environment through the shop design, commodity exhibition, etc, to consumer buying behavior a strong effect on, also conforms to most consumers shopping habits, this is Internet marketing can substitute.
Therefore, the survival and development of retailers are crucial to the Internet to rely on, around the lower transaction costs, give play to scale, increase consumers value, and other basic functions of innovation and change. Online retailers that arise
In network information technology high speed development today, online retail business is developing rapidly, and gradually developed into modern the mainstream of marketing, to our country as an example, a shopping website in China have accounted for 60% of the total number of electronic commerce. The main form of online retailing is electronic stores, it
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is traditional retailers online edition. And the traditional retailers similar, online retail for somewhere to provide the buying and selling of the final deal places, it in creating new brand and new market, reduce transaction costs and eliminate by both trade information asymmetry and lead to trade has great potential risk, so it can create value will be unprecedented.
二、The online retailing development trend in china
With the optimal allocation of resources and supporting facilities, and improved the retail business model of network adaptive will more and more strong, network retail will develop to a peak. According to the report made the conclusion of the consultation, e-commerce has become one of the social mainstream consumption, according to recent years at an annual average rate of the network shopping and the geometry of the type growth, the most late in 2012. China network shopping market is expected to exceed 1 trillion yuan RMB, the network shopping market will make up 5% of the total retail sales a 8% share.
参考文献
[1] 高映红、何沙.《网络时代零售商的发展趋势》.CSSCI学术论文网.2010年5月 [2] 中国互联网协会.中国网上零售调查报告2008[R].2008-1-8. [3] 孙颖.《中国网络零售商的发展趋势分析》
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