E-business Enterprises are Too Far Away From General Commercial EssenceThe development pattern of many e-business enterprises are too far away from general commercial essence, basic skills are ignored - By: Li Nan

E-business competition should be returned to the nature of business competition. E-commerce in essence is not a marketing approach, but to realize promotion of industrial chain by using internet, which needs the whole industrial pattern's reengineering and innovation in order to create enough value and form the sustainable profit model. The aforementioned is the standpoint of ALIBABA chief strategy officer, and to cold winter e-businesses, it has increasingly reference value .
Consistently with a low profile, SKOMART has kept on moving forward unhurriedly in this e-business cold winter. SKOMART not only leads all the way in market presence, but also takes over TOP1 sales location in all kinds of big platforms of gym shoes, which enables AKMART to be the leader in reality as well as in name. By virtue of its forceful power and pragmatic reputation, it achieved Adidas' favor, and became the first Adidas accredited B2C e-commerce in China. SKOMART pioneer deems it like this: being an online footwear retailers, the status of SKOMART is an internet regular chain shop selling authentic discount shoes of multiple brands, so what we do more is to think over selling shoes according to retailers perspective.
His awareness and positioning to SKOMART, to some extent can be regarded as the essential interpretation to e-business. Whether e-business acts as a fresh trench or a fresh show way, it still should comply with common business essence. Operating e-business also requires to obey differentiated values and should lay emphasis on rebranding, goods, service, user experience, supply chain, market segment etc. These are essential efforts that all businesses have to do.
Actually, many e-business development mode is too alienated from the nature of general business. In addition to highly pushed ads, vast majority of electronic traders were obsessed with fast horse race enclosure, and weren't aware of depending on blood transfusion investment, little core competence is deposited afterwards, and also can't generate their own hematopoietic system. Once the wind cast can't provide blood transfusion, or the capital chain is tightened, it may get into trouble immediately. According to some insiders "everyone is fighting for expansion and development, burning money for ads, high-paying for digging talents, fighting for prices, and basic skills are ignored, therefore they are anxious about the health index of the entire industry.
Maybe the experiences of foreign mature electronic traders could highly support the viewpoint of e-business essence. What they did most is to concentrate a large proportion of their energy on user experience and product line richness. Nearly three years, Amazon has been kept on 40% growth in net profit, which became the standard pole of the industry. While speaking of the magic code of Amazon's prosperity, the originator of Amazon put forward that "customer highest, seeking innovation, fighting for logistics". It is reported that every year, Amazon's 28% of operating costs have been used for development of technology. Via the collection of overall products' data and customers' using habit data, user experience has been promoted constantly, meanwhile they also lay emphasis on saving cost, which looks like the secret of Amazon's prosperity.

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