It is proved that socialized e-commerce has not been popular in China. Beauty and Mushroom Street do have social factors, but they can not be called social e-commerce in the real sense, because it does not have business attributes, that is, it does not have a sales platform. The independent B2C e-commerce platforms such as Fanke and Jingdong lack social attributes. Although Fanke has engaged in a Fanke to enhance social attributes, the effect is not satisfactory. With the maturity of China's Internet, more and more netizens will be vertical and community-based, and more opinion leaders will be born gradually. Once E-commerce makes good use of the user viscosity brought by social factors, it can find or cultivate opinion leaders on behalf of itself, so that consumers can be firmly grasped.

In recent years, the online retail industry based on the advantages of supply chain develops rapidly, but behind this development momentum is the large-scale investment around logistics, and the e-commerce business is facing a general loss. Under this situation, the trend of socialization and transformation to third-party logistics emerges in e-commerce self-built logistics, which contains business opportunities and impact on the existing logistics system can not be ignored.

Logistics and supply chain factors are important advantages of online retailing.

Large shopping malls and hypermarkets, once crowded with people, are now in the cold. In China, whether it is traditional department stores, large supermarket chains, or chain electrical appliances, there has been a decline in performance to varying degrees in the past two years. At the same time, the retail industry of the Internet has sprung up and is growing at an alarming rate.

Relevant data from Shenyin Wanguo show that the retail sales of online shopping in China rose rapidly from 4.5 billion yuan in 2004 to nearly 800 billion yuan in 2011. Retail sales reached 228 billion 200 million yuan in the first quarter of 2012, an increase of 0.9% over the same period last year. The proportion of online retail sales to total retail sales of social consumer goods rose from 0.08% in 2004 to 4.3% in 2011.

The recent "China Retail Development Report" issued by the Ministry of Commerce also points out that online retailing has squeezed the market share of physical retailing to a certain extent. Take the national top 100 chains as an example, the sales of top 100 chains accounted for 9% of the total retail sales of social consumer goods in 2012, which was 2.2 percentage points lower than the previous year, and the proportion of top 100 chains declined for the first time since 2003.

The key reason why online retail can change the retail layout is that it has advantages that traditional retail does not have.

According to a survey conducted by Erie Consulting, among the primary reasons for choosing online shopping in China, the price factor ranked first accounted for 48.4%, nearly half of the total. The ratio of choosing "convenient, quick and door-to-door" is 25.7%. It can be seen that low price and convenience are still the most important factors for online shopping to attract consumers at this stage, which is also the reason why price wars and cost-based logistics have occurred successively among e-commerce.

In the view of Hong Houxing, Anbang researcher, supply chain advantages have become the root of the impact of online retailing on traditional retailing. Because online retailing is based on the characteristics of the Internet, it breaks through the traditional concept of time and space, shortens the distance between production and consumption, and has higher efficiency and lower cost.

E-commerce self built logistics "socialization" into a trend

Logistics and supply chain, on the one hand, directly affect the profitability of e-commerce enterprises through cost path, on the other hand, deeply affect the brand and competitiveness of e-commerce through customer experience. Therefore, logistics and supply chain have long been the core competitiveness of e-commerce competition.

With the homogeneity of competition content of e-commerce enterprises becoming more and more common, more and more e-commerce enterprises realize the importance of establishing their own logistics system. However, in fact, the heavy investment of self-built logistics enterprises in the field of logistics has brought about the improvement of logistics services, but also brought huge financial pressure to themselves. E-commerce enterprises are more and more difficult to bear their burden. Hong Houxing said that in order to sustain healthy development, business enterprises increasingly need profits. To transform the third party logistics, the self built logistics of e-commerce enterprises can turn from cost center to profit center. At the same time, the development trend of self-supporting B2C e-commerce platform also further promotes the transformation of self-built logistics to third-party logistics.

"The transformation of self-built logistics for e-commerce is the trend of the times, and it is difficult to produce large-scale self-built logistics for e-commerce in the future. The most significant change in the express delivery market in the past year is that EMS and Shunfeng have begun to participate in the competition of e-commerce distribution, which means that the high, medium and low-end product lines of e-commerce distribution have enough choice. Deng Bin told reporters that the distribution cost of open logistics has dropped by about 20% compared to self built logistics. In addition, in Deng Bin's view, e-commerce self-built logistics has passed the "enclosure" era, and many e-commerce have "not enough to eat", while self-built logistics is "money-burning" business, if you want to build logistics risk will inevitably increase.

The third party logistics mode is constantly innovating, business opportunities and shocks coexist.

From the perspective of global e-commerce model, from Amazon to Jingdong, the general loss of e-commerce shows that the current business model is not mature, and the large-scale investment around logistics is undoubtedly a major reason for the pressure of e-commerce business.

With the continuous expansion of the scale of e-commerce development, the demand for logistics professional services is also increasing. This has prompted the original "one-sided" electronics and logistics enterprises to begin to integrate their respective superior resources, seek win-win cooperation through socialized channels, and to develop in the direction of specialization and high-end.

On May 28, 2013, Alibaba Group, Yintai Group Joint Renaissance Group, Fuchun Group, Shunfeng Group, Santong Yida (Shentong, Yuantong, Zhongtong, Yunda) and the "Rookie Bird Network Technology Co., Ltd" jointly organized by relevant financial institutions officially launched the "China Intelligent Logistics Backbone Network" project.

Wang Ling, an Anbang researcher, believes that the ecologically logistic system constructed by the novice bird network has obvious characteristics of serving the real economy. The rapid development of e-commerce retail business and the considerable business orders it brings will inevitably attract many logistic service providers to attach to it. The natural platform attributes are to the suppliers and service providers who are in it. The stickiness of logistics providers is also obvious. In this expectation, from suppliers, warehouses, logistics service providers and e-commerce and many other links can be profitable, but the whole ecological environment is rarely damaged. The impact brought by the innovation mode and the business opportunities involved can not be ignored.

Data show that nearly half of consumers will decide whether to buy a merchant's goods based on the evaluation of others. In the future, consumers will abandon click-on advertisements more and more, and search for shopping information through social media. The traffic source of e-commerce that does not know how to use social media will be less and less, and the cost of traffic will be higher and higher. This is why countless independent B2Cs are more and more in a state of waiting for death; at the same time, the reputation of social media will become more and more serious. Evaluating and displaying will have more and more influence on consumers'purchasing decisions. We can't break through here, and the flow conversion rate can't be improved. That's why countless independent B2C investment in promotion is the core reason for the popularity of death-seeking speech.