Do Electric Providers Play More Asymmetric Information Than Brands And Price Wars?

After the symmetry of information, the gross profit margin is getting lower and lower, and the cost of manpower is higher and higher, and the marketing cost is higher and higher. In addition, with the evaluation mechanism of favoring the users, the credit scoring mechanism of the brushes, the more pressure the whole seller is running in Taobao, the more serious the whole Ali ecosystem is.

Sellers are becoming more and more bitter, but in fact they are inevitable.

At this time last year, I visited Hangzhou, and I visited a number of former dozens of employees.

East elder brother has a point of view, he is not very clear, "to do electricity providers only information asymmetry can make money."

Yes, it is estimated that many people do not understand that it should be very confusing. The Internet is not breaking the unequal and unpparent information. The Taobao and Tmall created by Ma Yun are not able to allow users to freely and equally choose the commodities and merchants who choose the highest price.

Commodity information is pparent, merchant information is pparent, purchase records are pparent, and Alipay is the most fair consumer.

Users are being deceived by traditional bad merchants online. Taobao is committed to breaking the unequal asymmetry of information and unfair pactions. Taobao Tmall has captured the hearts of users and become the largest in the country.

Platform.

These are undeniable facts and reasons. How did Dong Ge put forward the idea of "making electricity providers, asymmetric information to make big money"?

Why are sellers so bitter?

How to win in business competition depends on brand growth.

What about the differentiation of merchandise? It is plagiarized in minutes. The new products sold on line today will not be more than third days in second days, but there will be a lower price for the same item. What is the differentiation of service? As long as the sales strategy is effective, it will basically be learned. For example, the most popular carving of AFU oil is basically out of date.

There is no chance for the brand to exist, and the difference between the commodity differentiation and the service differentiation is almost impossible. Then there is only the price war. It is really hard to make a long-term overpremium on Taobao.

This seems to be the majority.

Choices that have to be faced if there are other alternatives.

Because the symmetry of information, the gross profit margin is getting lower and lower, and the human cost is higher and higher, and the marketing cost is higher and higher. In addition, the evaluation mechanism of favoring the users, the credit scoring mechanism of the brushes, the pressure on the whole seller to operate in Taobao is bigger and bigger, and the ecosystem of the whole Ali family is getting worse and worse.

Sellers are becoming more and more bitter, but in fact they are inevitable.

After the symmetry of information, the dilemma of traditional brand dealers

The vast majority of people made a mistake. For Taobao Tmall and Jingdong platforms, we must achieve the most pparent and symmetrical information, materials, materials, after-sale services, and various user evaluation information, so as to help users find the most cost-effective products and services.

But for brands, this is the most fatal injury. The object of this article is not the platform, but the merchants and brands in the platform.

There are three kinds of brand's premium capability, one is the accumulation and influence of brand, the other is the differentiation of product design and service, the third is that the user has no choice, or the excess premium of information blind area is the second.

China's reform and opening up is only 40 years. The development of brand is almost 90s years ago. The accumulation of brands is not enough, such as Jinjiang's clothing brands are basically hit by a smash of CCTV advertising.

Product design is copied from overseas and has its own design.

These are the basis for the three or four line brand sinking to the three or four tier cities to get the relative premium. Of course, more importantly, because the international first-line brands can not sink to the three or four tier cities, users do not have so many choices, and the brands get a premium.

To put it bluntly, the user has no choice.

But the Internet has broken the regional barrier.

When ZARA, H&M, UNIQLO and other front-line International

(non luxury brands), when the price of Tmall appeared on the Tmall at about 200-300 yuan, how many thousands of fake foreign brands are being hung up in the department store? When Taobao's unscrupulous plagiarism, there are no differentiated designs, and any service innovation can be imitated in minutes.

Domestic three or four line clothing brand in Taobao Tmall, up to beat the international line brand, go down but factory shop low price.

On the contrary, it became a sandwich layer and the two sides were affected.

Dong Ge returned to the county town in the past two years, and his family always said that Taobao is good. One is the online brand choice, and the other two are even the same brand. The online price is too cheap.

But after online shopping, there is a strong price anchoring effect, which always feels expensive under the line.

Four cases of making money by asymmetric information

In a highly pparent market competition, basically, the gross profit margin of merchants is close to the bottom line, and once some new players join in, Taobao Tmall's credit system will lead to no bottom line bid, and then you will find that many merchants are selling goods at cost price, which is much lower than the cost price. 9.9 packets of postal service and 3 yuan mail are really the lowest.

It's all about pparent competition. It looks like Taobao's business is a dead end. So what we see is changing the big seller. Some sellers suddenly get rich and suddenly disappear. Is there really no solution?

The competition under the pparent information seems to have no flaws.

Dong Ge here gives several examples of using Internet information asymmetry to make money.

East brother doesn't need 360 navigation or 123. Of course, many fans do not use it. But if you go back to see your parents and hundreds of millions of Internet users, you are also using navigation websites.

In our seemingly simple Baidu, Youku, Taobao is not very simple and easy to remember, but it is an insurmountable barrier to them.

Listening to friends talk about Ma Dongmin, made the three most important decisions in the history of Baidu, the first is to persuade Robin Li to return to business, the second is independent search, the third is in 2004 50 million bought Li Xingping's good 123, now is only two navigation keywords, a year can bring Baidu more than 50 million of the income.

Navigation website has also become the Internet product with the lowest technological content and the lowest operating cost, but the highest rate of return.

The reason why it has such a great value, especially the launch of an electronic business, is because the users are not online, or the users who have just touched the net. Most of them are "Xiao Bai" and "blind men". What you recommend them and what they use is that the information asymmetry is exploited.

The user is like a ship in the vast ocean. He decides where to go and needs to wait for the lighthouse to point out the direction.

Therefore, a large part of users are caused by various reasons such as short time of touch net, and "ignorance", of course, does not mean that they can be deceived.

Another case is an entrepreneur who met in Nanjing. He has dozens of accounts, adding millions of WeChat fans to find the most popular promotional products in Juhuasuan, then finds the source of goods to Alibaba, and then recommends it to WeChat at a higher price than WeChat.

Every product he chooses is hot and profitable.

If the Internet is pparent, users should buy it from Juhuasuan instead of buying it at WeChat.

Vip.com brand special sale price is the first thing Juhuasuan did, and Juhuasuan, of course, just brought out all kinds of brand promotion discounts inside Taobao, and then purchased the channel. In the final analysis, vip.com is only a subset of the Taobao clothing category, and even the same commodity is cheaper in the market. Why do more and more users choose it? So many users are limited in time and energy, and how can they pay attention to different platforms all the time, so they really need more goods than three analysts.

The third case is what happened in Tmall Jingdong. Of course, many people are already weird.

Every time the festival is promoted, Ali and Jingdong will give money to subsidize their businesses and sell products that sell well at cost or even below cost.

How much of the big promotion day is bought by consumers or offline retailers, or even those who participate in sales promotion?

The second estimate of the platform is also weird. So whenever the government encounters the government repeatedly, or the media criticizes the fake sales promotion of the electricity supplier, Dong Ge stands next to laugh. If we look at the earnings of the promotion day, it will be hard to say that the interest rate is lower than the cost price. It is a fact that no one will believe it! Of course, the key is not to tell everyone to get money for the platform on the promotion day.

It is why many consumers don't know that goods are better than three. Why don't they see cheaper products?

East elder brother once let a lot of Alibaba, Baidu and other Internet gangster answer a question they can not answer: Tmall is stronger than the non-standard items in the clothing department store. Most users choose Taobao Tmall shopping is normal. So why do the standard products 3C communication products, why do not users choose Jingdong with better price and service experience? In the third quarter, the quarterly active users of Jingdong are only about 60000000, and almost more than 200 million online shoppers do not use Jingdong at all. What are the reasons? Liu Qiangdong said that commodity prices and services are three major factors that affect user decisions. Lao Liu can also answer this question.

The fourth case is the two brands of JACK&JONES and UNIQLO, which are the top ten of the eleven top ten. Are these two traditional business operators stronger?

Of course, the brand of resources is actually quite a lot.

Is it because these two brands are cheaper or better?

Of course, these are all important reasons. More importantly, tens of millions of people agree with the two brands and rush to buy them directly without comparing other brands.

In fact, users have a strong sense of self judgment. Taobao Tmall has a large number of users in search of flagship stores every day, which are typical.

Do not kill yourself in a difficult situation.

Internet information asymmetry is caused by the users themselves, and information asymmetry creates a profit space for merchants and brands, rather than a simple low price thinking.

One is its own education and touch net long lead, some people do not know so much, so there is always room for fake luxury goods; the second is the limited user time and energy, which is likely to compare so many websites and commodities; the third is users are lazy to compare, habitually choose their own trust and trust, enough to use, the two choice cost is too high; the fourth is the user's innate cognitive problems, and directly ignores the brands and merchants he does not care about.

Dong GE has broken the common sense of everyone (including Ma Yun), but we don't have this common sense. The first thing is that the Internet has broken the information asymmetry. The Internet is the natural information symmetry. It can only pay attention to competitors all the time, and kill ourselves.

The essence of Internet (electric) is to eliminate the asymmetry of information, but people are subjective, which are two different things.

A very large number of people face the Internet and face the long distance online shopping world. They are confused. They need to be led to know what is worth buying, rather than relying on a set of search price parity tools.