The double 11 dilemma of small and medium-sized businesses: they can't escape and can't afford to play

具体来说，在电商平台上，中小企业不仅面临着整个电商生态流量的下降，而且面临着双11对用户吸引力的下降。商品直播兴起后，他们也面临着被大主播直播室抢走交通的困境。

Specifically, on the e-commerce platform, small and medium-sized businesses are not only facing the decline of the whole e-commerce ecological traffic and the decline of the attraction of double 11 to users. After the rise of live broadcasting with goods, they are also facing the dilemma of being robbed of traffic by the big anchor's live broadcasting room.

如果你不能去大主播直播室，你应该回到第二位，用中小型主播带来商品。利润仍然赶不上亏损。切换到电子商务的短视频平台并不容易。它不把钱花在交通和营业额上。一旦推出，平台规则也是一个"黑箱"，投入产出比仍然令人费解。

If you can't go to the big anchor live studio, you should go back to the second place, and use small and medium-sized anchors to bring goods. The profits still can't catch up with the losses. It is not easy to switch to the short video platform for e-commerce. It does not spend money on traffic and turnover. Once it is launched, the platform rules are also a "black box", and the input-output ratio is still puzzling.

在"双11"这样的大促销活动中，中小企业因参加活动而赔钱，不参加就无法赚钱。他们被规则困住，被交通监禁，并被低价绑架。

In such a big promotion as double 11, small and medium-sized businesses lost money by participating in activities and could not earn money if they did not participate. They were trapped by rules, imprisoned by traffic and kidnapped at a low price.

"双倍11，损失数十万"

"A double 11, lost hundreds of thousands"

自2020年底以来，商家智成先后在多个电商平台和短视频平台上开设旗舰店经营保健茶。他今年报名参加了淘大百货的双十一活动。根据平台规则，商家必须给予大幅折扣。最后，他在商店里设置了一些产品，买两个就可以免费得到一个，还有一些提供60%的折扣。由于品类竞争激烈，他的产品没有进入主会场。

Since the end of 2020, merchant Zhicheng has successively opened flagship stores on several e-commerce platforms and short video platforms to operate health tea. He signed up for the double 11 activity of Amoy department this year. According to the platform rules, businesses must give substantial discounts. Finally, he set up some products in the store to buy two and get one free, and some gave a 60% discount. Because of the fierce competition in the category, his products did not enter the main venue.

"我们店参加双11后，订单多了一点，但根据店内折扣幅度，最终价格是200元减去20元。如果算上参与活动的用户获得的优惠券和13%的增值税，这些加起来就是亏损。"

"After our store participated in the double 11, there were a little more orders, but the final price was 200 yuan minus 20 yuan based on the discount range of the store. If you count the coupons obtained by users participating in the activities and 13% value-added tax, these add up to a loss."

但他承认没有办法。如果你在平台上做生意，你必须遵守平台的规则。否则，当新客户看到商店在过去30天内没有销售时，他们将不会下订单。

But he admitted that there was no way. If you do business on the platform, you have to follow the rules of the platform. Otherwise, new customers will not place an order when they see that the store has not sold in the last 30 days.

志诚做过商务服务。根据他的经验，电子商务的账目应该计算如下：如果一种商品的出厂价是20元，因为在电子商务的销售过程中有包装、仓储、物流、退货和交换、渠道佣金、广告费、增值税、人工等费用，最终价格涨幅应大于1:5。如果你想赚钱，你必须卖120元。但是，120元的商品在50%的折扣后将以60元的价格出售。即使不包括劳动力、增值税和广告费用等摊销成本，每份订单也将损失至少10%。

Zhicheng has done business service. According to his experience, the account of e-commerce should be calculated as follows: if the ex factory price of a commodity is 20 yuan, because there are packaging, warehousing, logistics, return and exchange, channel Commission, advertising fee, value-added tax, labor and other expenses in the sales process of e-commerce, the final price increase rate should be greater than 1:5. If you want to make money, you have to sell 120 yuan. However, a commodity with a price of 120 yuan will be sold for 60 yuan after a 50% discount. Even excluding the amortization costs such as labor, value-added tax and advertising expenses, each order will lose at least 10%.

他计算出，今年的双十一，他的店的亏损将不到营业额的10%。"我不情愿地认为这是遵守平台文化的代价。"

He calculated that this year's double 11, his store's loss will be less than 10% of the turnover. "I reluctantly regard this as the price to pay for complying with the platform culture."

起初，飞鱼被贴上了标签。售价11元的耳机，厂家报价8元，平台收取2%的服务费，主播收取1%的佣金。按照原来的计划，他可以有1元以上的微利。如果单个数量足够大，利润是可观的。

At first, flying fish was posted. For an earphone selling for 11 yuan, the manufacturer quotes 8 yuan, the platform charges 2% of the service fee, and the anchor gets 1% of the Commission. According to the original plan, he can have a small profit of more than 1 yuan. If the single quantity is large enough, the profit is considerable.

但当他真的破产时，除了回报，加上13%的税点，他在最终结算中损失了560万元。

But when he actually ran down, in addition to the return, plus the 13% tax point, he lost 5.6 million yuan in the final settlement.

恢复后，主要原因是产品不好，瞬时单量过大。

After the resumption, the main reasons are that the product is not good and the instantaneous single quantity is too large.

"在产品方面，不能承诺备货、不能保证48小时内交货、价格不够低的制造商无法被选中。最终，他们寻找的是规模稍小的工厂，销售的是劣质品牌。事实上，劣质的资金驱逐了优质的资金。在选择产品时，制造商的许可证是无效的完成后，发送给我们的样品没有问题，我们在短时间内没有很多东西如何判断质量。"

"In terms of products, the manufacturers who can't promise to prepare goods, can't guarantee delivery within 48 hours, and the price is not low enough can't be selected. In the end, they are looking for slightly smaller factories and sell bad brands. In fact, bad money drives out good money. When selecting products, the manufacturer's licenses are complete, the samples sent to us are no problem, and we don't have many things in a short time How to judge quality. "

另外，飞鱼也承认有数据线和耳机，厂家的报价是8元。以这个价格不可能有任何高质量的产品。

In addition, flying fish also admitted that there is a data cable and a headset, and the manufacturer's quotation is 8 yuan. It is impossible to have any high-quality products at this price.

在每年的双11上，在平台令人眼花缭乱的营业额和大主播令人印象深刻的业绩背后，有很多像智成和飞鱼这样的中小企业亏损。

On the double 11 every year, behind the dazzling turnover of the platform and the impressive achievements of the big anchors, there are many small and medium-sized businesses like Zhicheng and flying fish that lose money.

你为什么不能赚钱？

Why can't you make money?

中小企业把希望寄托在双11上，主要是因为它们的日常运营并不理想。

Small and medium-sized businesses place their hopes on double 11, largely because their daily operation is not ideal.

去年底，志诚一开店就遇到了"电商蟑螂"，也就是所谓的职业假人。他们通过12315投诉该店，理由是在产品包装上使用了不合理的宣传。"货物应该在淘大百货提货。应该有30天的销售记录、买家展示、用户问答。一页不容易积累，一旦下架就会被清空。"他说，现在开新店越来越难了。

Zhicheng met the "e-commerce cockroach" as soon as he opened his store at the end of last year, that is, the so-called professional dummy. They complained about the store through 12315 on the grounds that unreasonable publicity was used on the product packaging. "The goods should be raised in the Amoy department. There should be 30 days of sales records, buyer shows, user questions and answers. One page is not easy to accumulate and will be emptied once it is off the shelf." he said that it is becoming more and more difficult to open a new store now.

为什么电子商务平台故意"制造节日"并尽力吸引用户，但一些参与双11的中小企业却抱怨他们"赚不到钱"？

Why do e-commerce platforms deliberately "create Festivals" and try their best to attract users, but some small and medium-sized businesses participating in double 11 complain that they "can't make money"?

从近年来电子商务的发展来看，首先，整个淘大系统的流量在下降。"当我们开始为淘大部门提供服务时，我们说一半的流量来自企业，一半的流量来自类别。到2020年初，由于平台上的流量也在下降，淘大流量已成为企业流量的3/4和类别流量的1/4。"。

Looking at the development of e-commerce in recent years, firstly, the traffic of the whole Amoy system is declining. "When we first started to provide services to Amoy department, we said that half of the traffic from businesses and half of the traffic from categories. At the beginning of 2020, it has become 3 / 4 of the traffic from businesses and 1 / 4 of the traffic from categories, because the traffic on the platform is also declining," Zhicheng said.

最初，交通量很小。此外，淘大系统内的交通也在"打斗"。由于商品直播的普及，大量用户进入了维雅、李佳琪等大主播直播室。很少有人访问淘宝，不去直播室的商店的流量也很小。

Originally, the traffic is small. In addition, the traffic inside the Amoy system is also "fighting". Because of the popularity of live broadcasting with goods, a large number of users have gone to the big anchor live broadcasting rooms such as Weiya and Li Jiaqi. Few people visit Taobao, and the traffic of shops that do not go to the live broadcasting room is also very small.

对于中小企业来说，上达主播直播室的选择门槛太高，坑费太高。选择商店自播或小锚与货物也不断踩坑。

For small and medium-sized businesses, the selection threshold of Shangda anchor live broadcasting room is too high, and the pit fee is too high. Choosing store self broadcasting or small anchor with goods also keeps stepping on the pit.

志诚曾经尝试在一个短视频平台上进行店铺自播。当商店每天的营业额不到3万元时，一切都是安全的。一个多月后，当这家商店每天能卖出5万元后，营业额就再也无法上升了。他发现，如果不在广告上花钱，即使商店有粉丝，也没有流量。

Zhicheng once tried to do store self broadcasting on a short video platform. When the daily turnover of the store was less than 30000 yuan, everything was safe. More than a month later, after the store could sell 50000 yuan a day, the turnover could not go up. He found that without spending money on advertising, even if the store has fans, there is no traffic.

他得出结论，不支付"保护费"，就不可能在别人的农场做生意。然而，推出信息流广告并不是一项长期计划。一旦发射停止，它仍然无法销售商品，转换后的投入产出比也不理想。

He concluded that it is impossible to do business in other people's farms without paying "protection fees". However, it is not a long-term plan to launch information flow advertising. Once the launch stops, it still can not sell goods, and the converted input-output ratio is not ideal.

许多企业发现，以前的许多逻辑不再适用于电子商务。Tiktok，一家早期行业的新店，发现了1000本小红皮书KOC草，然后1000人制作了一段短片，并选择了一位大主播，如李佳琪、罗永豪等，带来商品，外加一位店主。

Many businesses find that many of the previous logics are no longer applicable to e-commerce. Tiktok, a new shop in the early industry, found 1000 small red books KOC grass, and then 1000 people to make a short video, and choose one of the big anchor, such as Li Jiaqi, Luo Yonghao and so on, to bring goods, plus a shop's master.

但现在，这个行业的成交量，这些都只是例行公事。

But now, the industry volume, these are just routine operations.

纳明远指出，中小企业未来的出路之一是改变规模思维和用户思维，转向盈利思维。

Na Mingyuan pointed out that one of the ways out for small and medium-sized businesses in the future is to change their scale thinking and user thinking and turn to profit thinking.

他进一步解释说，公司首先应该赚钱，确保生存。以前的低价榨干和等待未来资金的方式已不再适用。事实上，企业很难从低价转向高价。因此，企业应该在做好产品的基础上提高价格，保持价格，否则品牌就会消失。"真正喜欢一种产品的人将不再关心它的价格。对于过于关心价格的'羊毛党'，企业很难从他那里赚钱。"

He further explained that the company should first make money and ensure to live. The previous way of draining at a low price and waiting for money in the future is no longer applicable. In fact, it is difficult for businesses to change from low price to high price. Therefore, businesses should raise the price and hold the price on the basis of doing a good job in products, otherwise the brand will disappear. "People who really like a product will no longer care about its price. For the 'wool Party' who cares too much about the price, it is difficult for businesses to make money from him."

此外，车站内没有交通，许多商家开始将目光投向车站外。

In addition, there was no traffic in the station, and many businesses began to cast their eyes outside the station.

许多业内人士告诉申然，获得流量后，普通企业更重要的一步是做"私有域流量"，即在电子商务平台上引导流量，并将其转移到品牌自己的社区甚至个人社交账户。因为私人交通更具粘性，更稳定，更商业化。

Many insiders told shenran that after getting the traffic, the more important step for ordinary businesses is to do "private domain traffic", that is, guide the traffic on the e-commerce platform and transfer it to the brand's own community or even personal social account. Because private traffic is more viscous, more stable and more commercial.

打磨产品，告别价格战，与目标用户建立深厚的关系，也许不能完全"打破"新品牌的"圈子"，但可能会给陷入泥潭的中小企业带来一线希望。电子商务还有很长的路要走，他们只能摸索前进。

Polishing the products, bidding farewell to the price war and establishing a deep relationship with the target users may not completely "break the circle" for the new brand, but it may give a glimmer of hope to the small and medium-sized businesses trapped in the quagmire. E-commerce has a long way to go, and they can only grope forward.

*图片来自VisualChina，文本中的图片来自pexels。应被采访者的要求，智成和飞鱼在文章中是笔名。

*The picture is from visual China, and the picture in the text is from pexels. At the request of the interviewee, Zhicheng and flying fish are pseudonyms in the article.

Link：https://new.qq.com/omn/20211108/20211108A01MLD00.html

update time：2021-11-08 10:59:45