What is a second-class e-commerce? Let's solve it.

15 the term "second-class e-commerce" began to appear. The specific definition refers to the merchants who rely on high-quality advertising traffic to sell single products on today's mobile advertising platforms such as Headline, Guangdiantong and Zhihu Push. The main forms of transaction are postage and cash on delivery.

The overall supply chain mode is that merchants select goods-advertising platform obtains orders-merchants deliver goods-buyers sign for payment (refuse to sign for returns), and the process is short and forms a closed loop. The second type of e-commerce that is popular now, such as today's headlines, Tencent Broadcom, Wisdom Push, Phoenix Yufeng, Sina Fuyi, Sohu Huisuan, etc.

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The difference between second-class e-commerce and traditional e-commerce

1, different operation modes

Taobao Tmall and JD.COM, which we usually understand, are basically a kind of e-commerce. In operation, the platform usually rents traffic, provides e-commerce operation tools and intervenes in management. Operationally, it usually deals in a variety of products;

The second type of e-commerce mainly advertises through a single page (which can be understood as the landing page of a single product, product introduction+order form) to create explosive products. Therefore, in business, the first type of e-commerce pays more attention to the repeat purchase rate, and the second type of e-commerce pays more attention to the operation of explosive products.

2. Different supervision

In our general understanding, Taobao, Tmall, JD.COM and other e-commerce companies can be called a kind of e-commerce. They mainly operate and sell by opening online stores, and many sellers, from factories to distributors to individuals, have everything, but in the supervision of operations, there are generally deposits to deal with disputes between consumers and businesses, which is relatively perfect;

The supervision of the second type of e-commerce is relatively less strict. All problem management is more about qualification management. In most cases, the first one can be involved in management after being complained, and the second one can't even find a complaint channel.

3. The actual consumer groups are different.

To put it simply, consumers of a class of e-commerce are mainly online shoppers who have developed online shopping habits and don't care much about trust issues; The second type of e-commerce is a consumer group (older, mostly male, maybe women like to go shopping to buy entities) who has almost no online shopping behavior or has no trust concerns about the actual products.

4. Different payment methods

The second type of e-commerce is basically a courier service provider to sign the goods (first delivery, then payment); The first type of e-commerce is mainly online payment mode (payment first, then delivery).

Baidu encyclopedia-e-commerce