垂直型B2C电商战略转型研究——以聚美优品为例

B2C(Business-to-Customer)是直接面向消费者销售产品和服务的商业零售模式,一般以网络零售业为主,主要借助于互联网开展在线销售活动。垂直型B2C的特点是"窄而深",专注于某一产品品类,致力于在特定的细分市场为消费者提供专业化的商品购买服务,其典型代表是聚美优品。聚美优品上市前的快速发展和上市后遇到的困难,对于其他垂直型B2C企业的发展都具有借鉴意义。本文在对聚美优品从快速上市到上市后所经历的战略转型及所遇到的困境进行梳理的基础上,从综合性B2C转型方向、垂直型B2C转型方向和平台战略3个方面,对聚美优品的战略转型进行了详细分析,并提出了相应的管理建议。

B2C （Business to Customer） is one of the commercial retailing models selling products or service directly to the consumers, in which, online retailing is the main pattern, doing online selling based on the Internet. The characteristic of the vertical B2C is ＂narrow and deep＂, focusing on a certain kind of product category and aiming at providing specialized commodity buying service in the certain market segment, and the typical representative of vertical B2C is JMEI.JMEI, which has experienced both the fast development before IPO and the difficult situations after IPO, which is worthy of reference. In this article, based on the review of these experiences, we analyze JMEI＇s strategic transformation and provide some managerial suggestions from the aspects of the transforming orientation of comprehensive B2C, the transforming orientation of vertical B2C and platform strategy