At the end of the Internet, digital retail begins a new evolution

The surging digital wave is not only changing the traditional industry, but also having an immeasurable impact on the Internet industry itself.Among them, the impact on retail and e-commerce industry is the most prominent and important aspect.It is foreseeable that with the deepening and comprehensive impact of digitalization, the traditional retail and e-commerce industries will undergo a profound and comprehensive change.Through the performance of digital retail players represented by Weimeng and Youzan, we can see such a clue.In the past, micro League, Youzan people will pay more attention to focus on the matchmaking and intermediary, whether it is the operation of private traffic, or the upgrade of marketing play, we can see the shadow of matchmaking and intermediary very obviously.In essence, such a seemingly evolved development model is still the continuation of e-commerce and the evolution of Internet-style play.

In the context of the flow dividend still exists, just to match and intermediary as the ultimate pursuit of playing law and there is a certain space for development.When the traffic dividend is gone, and especially when the matchmaking and intermediation-led model is over, digital retail will need a new way to find a new direction.It is in this context that a new development led by digital retail began to sprout and emerge.In my opinion, such a new development model will bring the development of digital retail to a new stage.

Reviewing the development of digital retail in the past, we can see that players represented by Weimeng and Youzan are looking for breakthroughs and solutions from the “point” of a certain process and link.Whether it is the private domain operation or the upgrading of marketing play, almost all of them are looking for digital retail solutions from one aspect or another.It has to be said that in the context of the prevalence of platform mode and the absence of deep influence and changes in processes and links, the transformation of a certain process and link of digital retail can indeed obtain certain development dividends.In the past, we have seen the hot live with goods, we have seen the rise of private traffic, none is not a direct reflection of such a state of development.However, although such a “point-oriented” development model can change the traditional retail and e-commerce industries to some extent, if it only stays at a certain “point” without realizing the communication and alliance of these “points”, then the so-called development of digital retail is still a “half-finished” project.As the digital wave deepens, especially as the previous “spark” gradually forms a “prairie fire”, we are seeing the beginning of a new cycle of digital retail.In such a new cycle, the real test of players is no longer the ability to transform a certain process and link, no longer the ability to transform the Internet model, but the test is the ability of players to connect “points” into “faces”, and truly reshape the retail industry.

I do not know whether you have found, whether Ali, Tencent, Jingdong represented by the head of the giant, or the digital retail represented by Weimeng, Youzan precision cultivator, they are in their own role for a profound and thorough change.If there is a summary of such a radical change, it would be from “platform” to “mid-platform”.According to my understanding, the so-called “platform” is more embodied in the role of a third party, and more manifested as a kind of central positioning.They are not too involved in the development process of the industry, they will not actively participate in the actual operation of the industry.This is almost always true for e-commerce platforms and SaaS service providers.However, simply defining oneself as a “platform” and developing in the mode of “platform” cannot bring much development to oneself, especially under the background that the retail industry has entered into the integration of digital and real, especially under the background that the development dividend of the Internet industry has been cleared, almost all of them.In order to make the development of digital retail evolve and make a breakthrough in the development of digital retail, we must say goodbye to the development mode dominated by “platform” and enter the development mode dominated by “middle platform”.The so-called “middle Taiwan”, in fact, does not just stay outside the industry, not just above the industry, but more plays the role of participants, co-builders.

For players, in such a new stage of development, they do not just blindly emphasize how much traffic they get, not only blindly highlight the size of their own, but more to see the depth of their own into the retail industry, but more to see how much they realize the connection.According to my understanding, when entering the “middle platform” era, the real test of players will not be the size of the size, but more test is how many links the players have realized, how much change has been achieved, whether it has become a new “infrastructure”.

In the past, the driving force of the retail industry has been Internet-based.Although we have seen the development model dominated by live streaming and traffic operation in public and private domains, they are always derived from Internet technology.The development mode with Internet technology as the main driving force can only influence and change the development of the retail industry on the surface, but cannot bring continuous momentum to the development of the retail industry in essence.When the traffic and capital dividends that support the Internet are no longer available, the development of digital retail begins to face difficulties and problems.This is what we see as the root cause of the difficulties faced by players represented by microalliance and praise.In order to change the difficulties and problems brought by the “Internet” type development mode, it is necessary to say goodbye to the development mode with Internet technology as the bottom driving force, and to find a new development mode outside the Internet technology.When the Internet technology began to evolve, especially when the wave of digitalization began to come, we saw that a new development model dominated by digital technology began to play out and emerge.Unlike Internet technology, which only transforms the retail industry at the surface and the end, digital technology reshapes and transforms the retail industry more from the inside and the bottom.It can be said that when digital technology becomes the underlying driving force of digital retail, the development of digital retail will completely say goodbye to the stage of superficial development, and truly enter a new stage of deep and comprehensive development.In my opinion, when digital technology becomes the internal driving force of digital retail, the original barriers and gaps between the retail industry will be broken, the elements of the retail industry will have a deep and comprehensive integration, and the retail itself will have a profound and thorough change.Starting from this, the development of digital retail will truly enter a new era of profound evolution.

Conclusion

When the Internet model completely came to an end, the wave of digitalization began to surge, and began to deeply affect and change many industries.The retail industry is no exception.No matter for the traditional retail industry, or for the e-commerce industry, a profound change will be derived and appear.This is the real age of digital retail, this is the real evolution.After such a development and evolution, the development of digital retail can truly bid farewell to the traditional platform-dominated development mode, and truly enter the middle-taiwan-dominated development mode, and truly bid farewell to the development mode dominated by only changing “segments”, and enter the development mode dominated by changing “whole”.Really say goodbye to just the Internet as the driving force, and really enter the development stage of digital technology as the driving force.At this point, a real sense of the new phase of digital retail, can really come.

 

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