The online traffic bonus will be exhausted. How to get to the "second half" of Internet retailing?

In the middle of 20 16, Wang Xing, the founder of Meituan, put forward the concept of "the second half" of the Internet.

The most essential change in the second half is the disappearance of user bonuses.

The cost for Internet companies to obtain traffic has increased significantly.

Just after the Double Eleven, our shopping carts and news headlines were constantly refreshed by the brilliant achievements and residual temperature on the Internet.

In another 9 days, it will be another billion-dollar shopping spree on the other side of the Pacific Ocean-Black Friday.

Although it has not yet arrived at165438+1October 24th, the situation that Americans waited in tents until dawn on Friday has left a lingering shadow on the mass media.

Last year, the record of the "Black Five" in the western world was $3.34 billion, which exceeded the 3 billion mark for the first time. Even the purchase of Thanksgiving holiday was1* * * 5.27 billion dollars.

Even if this result is converted into RMB 20 16, it is difficult to beat Taobao's double eleven.

Of course, economic comparisons without population size are all hooligans.

But the population itself is the embodiment of the national dividend.

As the largest industrial country in the world, China has the largest number of middle-class consumers. These two basic conditions have laid a very broad development platform for e-commerce economy.

In the days after the Double Eleven, trucks are bound to detour in expressway, China, and couriers are bound to shuttle back and forth in the streets. The surging commodity wave is enough to drown Jinshan, Chentangguan, postal areas and even all parts of the country.

We are in the tide of the information age and have witnessed the process of gathering sand into a tower.

Population and information are the keys to success in the information age.

However, the ceiling of the demographic dividend has been looming in the crowd.

At this time, an important question began to appear in our minds:

In the Internet information age, who can still catch the tail of dividends?

Among all kinds of futures predicted by science fiction, the breakthrough of human avatar data stream in time and space is the most popular one. Now we have completed at least part of it, which has turned our informatization into a huge data circulation in the Internet database, breaking the geographical restrictions. According to data from Alibaba, more than 220 countries and regions around the world participated in this year's "Double Eleven", with AliExpress business reaching Greenland in the north and Argentina in the south.

Under the market economy, globalization has occupied all aspects of life.

Under the internet economy, we eat with "Mei Tuan", "Hungry" and "Baidu Takeaway".

Mail with "Tong Yuan", "Zhongtong" and "Shentong";

There are Baidu, 360 and sogou on the Internet.

The choice space for shopping and chatting has also been occupied by the Ma family.

It is difficult for the newly emerging app to get traffic. It is hard for us to imagine that there will be another "X treasure" to seize the market share of Taobao.

As Luo Zhenyu mentioned in his New Year's speeches from 20 16 to 20 17, "Time is a battlefield."

People's dependence on the use of mobile network is limited, only 24 hours a day, and no matter how beautiful the mobile phone is, it can only be seen for 24 hours.

QuestMobile's report shows that compared with the same period of last year, the average daily usage time and days of domestic mobile netizens decreased slightly, and the dependence of users on mobile devices changed little, while the average single usage time increased by 4.45%. It can be said that on the whole, people's demand for the use of that small screen in their hands has almost stagnated.

However, in the eyes of those who are prepared, there is always an opportunity.

The increasing concentration of traffic can only show that the market competition mechanism is becoming more and more perfect and people's tastes are becoming more and more picky.

Old, redundant and unnecessary things will eventually be abandoned;

Only new, efficient and necessary things can stand out in the market.