In addition to mainstream industry giants such as Tmall, Taobao and JD.COM, some marginalized e-commerce markets are also facing opposition and cross-border with business trends, such as second-hand e-commerce and vertical e-commerce, each forming a small storm center.
Turning around is one of them. As the second-hand e-commerce market, it is full of the opposition of current market competition and the cross-border trend of competition.
On the one hand, as a comprehensive second-hand e-commerce, it has expanded rapidly in categories, catching up with idle fish and confronting the industry leader; On the other hand, in the face of the strong rise of the vertical market, we turned around and began to do value-added services, shoes inspection and machine inspection.
Professional players such as cross-border warfare drugs and Nice.
Back and forth, the transfer business is expanding, but the market performance seems to show the opposite result. In this way, the anxiety of fighting is increasing instead of decreasing, and we are in the center of a small storm and need to break through.
Huang Wei, CEO of Zhuanzhuan, once said that the second-hand market in China will produce the second-valued e-commerce company, and he is very optimistic about the development potential of the second-hand market.
Yao Jinbo, CEO of 58 Group, also said that the relationship between Zhuanzhuan and 58 is equivalent to the relationship between WeChat and QQ, so Zhuanzhuan's strategic position to 58 is self-evident.
Simply put, under the prospect of Bo Huang and Yao Jinbo, there will be a giant in the field of second-hand e-commerce, which is a turning point.
Therefore, Zhuanzhuan entered the market as a comprehensive second-hand e-commerce platform. Since then, its goal has been the whole second-hand market, not a niche area.
Nowadays, even in the face of the market dilemma, there are idle fish before, and then there are pats, but the all-round expansion of the transfer has never stopped, and the category operation has continued to increase, once surpassing all current platform players.
Up to now, the transferred trading categories have expanded to more than 20, including popular mobile phones, numbers, books and other categories, as well as small-scale jewelry, Wan Wen, ticketing and so on, which can be described as varied and everything.
Undoubtedly, the current transfer is basically the richest platform in the second-hand e-commerce field, and its business is enough to meet the needs of most users.
However, this "growing up" turn has led to the phenomenon of "water reversal", the market performance is not satisfactory, and the flow is also declining.
According to the data of iResearch, from June 20 18 to May 20 19, the number of monthly active independent equipment transfers decreased from13180,000 to 6.52 million, with an overall decrease of 5 1%.
In addition, in terms of WeChat portal, according to Quest Mobile data, in June of 20 19, the number of active users of transfer applets dropped significantly compared with the same period of last year.
Behind the loss of traffic, re-examining the expansion strategy of turning around can not help but make people think deeply. Why didn't this step taken around bring corresponding market feedback to it?
Returning to the essence and turning around as a comprehensive second-hand e-commerce platform hatched by classified information service platform (58 cities) has many particularities, which affect the development path.
Here, the discussion on the expansion of transit categories and the decline of traffic flow can be roughly summarized into three points:
1. The supply side and demand side of the second-hand e-commerce market are special.
The second-hand market where the transfer is located is different from the first-hand market in transaction logic, which is mainly reflected in the particularity of the supply side and the demand side.
First of all, on the supply side, the providers of second-hand goods are not professional and pure merchants, with low transaction frequency, and pay more attention to the transaction results than the transaction process. Therefore, when choosing a platform, it will present the following characteristics: (1) traffic preference, which platform has a large traffic will go to which platform; (2) Single release, generally only once on a certain platform; (3) If you don't operate, you can count as much as the marked price, and there are no discounts such as full reduction, buying and giving.
Then on the demand side, based on the characteristics of the supply side, users will also give priority to the platform with large traffic. After all, there are many second-hand goods to choose from on the big platform, so the chances of buying the favorite goods are high, which saves the cost of silence.
Then, as far as the domestic second-hand e-commerce market is concerned, as long as the idle fish is still there, based on Ali's traffic advantage, it will largely become the first choice for most users.
It is basically difficult to break through. There is already a gap in traffic, and the obvious breakthrough lies in the expansion of categories, which provides trading scenarios that other platforms do not have, such as Wan Wen, jewelry, etc., which has become a lifeline to turn losses into profits.
2. Overindulging in the "long tail market" and falling into the misunderstanding of category expansion.
Although category expansion can indeed make up for the gap behind idle fish, it is far from the key to their success.
Investigate its reason, still have to return to the second-hand market angle to analyze.
It is reported that the current head categories include mobile phones, numbers and books. Compared with the head category of idle fish, the two categories of mobile phone and digital coincide and belong to the big head of the second-hand e-commerce market.
Obviously, the goods that support the second-hand e-commerce market now belong to these two categories, occupying the vast majority of the market share. Although the latter categories are extensive, they are mostly niche goods and belong to the long tail market.
The long tail market in the second-hand field is prone to imbalance in the original special relationship between supply and demand, and faces two major problems: First, is the second-hand supply sufficient? Second, can niche second-hand goods match demand buyers in time?
For example, the uncertainty of buyers and sellers may lead to inefficient trading of Wan Wen, jewelry and pet products. Therefore, pure category expansion hopes to activate the "long tail effect" and cannot alleviate the development anxiety of turning around.
What's more, more and more vertical e-commerce platforms have emerged in both the primary market and the secondary market, such as Poison, Nice, Beibei.com and Ping An Good Doctor. It can be seen that both the popular head products and the "long tail market" at the tail are facing fierce competition from new and old players on the same stage.
The head and tail of this turn will continue to be under pressure, and the "long tail market" under category expansion is in doubt. Can it bring corresponding benefits? Will it make the platform business complicated and bloated, but some are "too big to fail"?
3. Entrance is always the key to the source of traffic.
At the flow end, it is the most obvious pain point at present, showing a downward trend as a whole, and the gap with idle fish is gradually widening.
The data shows that the number of idle fish monthly active independent devices is 6.5438+0.434 million, which is twice that of the transfer. Then, although the current transfer has maintained the second position in the second-hand e-commerce market, the development dilemma is still somewhat severe.
The first and second seats in the industry have been settled, and the traffic of major App portals is basically determined according to rankings. It is reported that the equipment coverage of idle fish is 1.6%, and only 0.6% is transferred.
Then, the gap opened at the main flow entrance can only be made up by other entrances, and the competition is the ecological flow backed by the big platform.
There are two traffic portals behind the turn, one is 58 as a classified information platform, and the other is WeChat as a social giant. The two entrances themselves are multi-directional ecological platforms, which determine that the flow around them tends to be complicated. Unlike Ali's ecology, which is based on e-commerce, the user group has a high degree of matching and the conversion rate is more advantageous.
Nowadays, the dilemma of turning around under the traffic of the main App and WeChat applet seems to indicate that in the e-commerce competition at the core level, turning around requires an entrance that accurately reaches second-hand e-commerce consumers, rather than just looking at the traffic black hole of the big platform.
After all, sometimes big traffic does belong to WeChat, but it doesn't necessarily belong to turning around. The traffic conversion between WeChat and Zhuanzhuan is essentially a change in user needs from social to e-commerce, and it is a "Schrodinger's cat".
Perhaps, as Huang Wei said, an industry giant will really be born in the second-hand market in China. However, does this pose belong to turning?
Yao Jinbo's hope has yet to be broken through under the leadership of Huang Hui.
Nowadays, the second-hand market, as a marginal e-commerce, is gradually taking shape.
On the one hand, based on the special supply side and demand side of the second-hand market, users prefer the platform with large traffic, which eventually leads to most of the resources and demand of the Internet flowing to the same platform and promotes it to grow into a super giant.
On the other hand, other platforms can only improve their professional operation ability in some areas to obtain some customers with precise needs, such as patting 3c market and catching more fish in the book market.
As a result, the overall development of the second-hand e-commerce market will fall into a power law, or it will show a pattern of "one super and many strong".
The so-called "one super and many strong" refers to the existence of a comprehensive super-large platform and a number of professional niche platforms in the overall second-hand e-commerce industry. The former holds most of the head market, while the latter specializes in the long tail market.
At present, the ownership of "Yi Chao" is very obvious, and the idle fish is well deserved. We can also see the key to the growth of a second-hand super platform:
1. Complete ecological complementarity: Ali's Tmall, Taobao and Juhua stand next to idle fish, basically covering the ecological circle in the field of e-commerce;
2. Accurate traffic conversion: As a business supplement, the traffic conversion of idle fish focuses on Ali's e-commerce ecology, and the path of customer acquisition, retention and conversion is fast and clear;
3. Basic trust system: Second-hand transactions have their own "problems", and the platform needs to take measures to guarantee the transactions. The growth of idle fish is inseparable from the trust system built by Ali.
Nowadays, although Zhuanzhuan tries to make a breakthrough in the profession, its comprehensive positioning has never changed. Then, the opponent who turns around is also very clear about how to catch up with the idle fish in all aspects, which becomes the direction of 58 and turning around.
Returning to the discussion of "one super and many strong" pattern, the pressure of turning around is very severe. There may be only one comprehensive super platform on the market. If it is not a turning point, then the outcome is not optimistic.
Because while turning around and confronting the idle fish head-on, some professional e-commerce platforms are also rising and becoming one of the "strong". In the field of shoe inspection that I want to enter, the rise of poison and NICE just proves this.
The future transfer as a comprehensive platform can't be broken, and there won't be too many categories that can be left for its professional operation, so the time left for it is becoming more and more urgent.
Behind the growth is the growing idle fish and a strong professional platform. In essence, the traffic that might have flowed to the transfer was diverted to the above channels, which made the overall traffic of the transfer drop.
In the next second-hand market competition, Zhuanzhuan faces a protracted tug-of-war Today's anxiety may still increase instead of decrease, and continue to break through under pressure, running through the development of turning around.
Titanium Media Author: Shashui Shage, product operation. Coordinate Changsha, 9 years working experience in mobile Internet products and operation. ?
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