Research On The Profitability Model Of Vipshop

With the rapid development of Internet +,online shopping has been integrated into lives,2016 China has become the world's largest online retail market.As a model of e-commerce,B2 C has become the main driving force of the development of online shopping market,with many enterprises into,and were eliminated because of the serious losses at last.Profit is the basis of the long-term development of an enterprise,and the profit model determines their profit ability.Looking at the situation of B2 C loss-making enterprises,their problems are no longer simple marketing assimilation,such as product assimilation,channel assimilation,sales promotion assimilation and so on,their fatal problem is that the assimilated profit model.So no fundamental answer to marketing problem can be found in the marketing level,but only the profit model research can find the root cause.Therefore,it is very important to study the current enterprises' profit model of B2 C e-commerce.In this paper,Vipshop,the typical representative of B2 C e-commerce enterprises,is selected as the research object.On the basis of cases collecting and sorting,with profit model analysis framework “one center and five basic points” to study Vipshop's profit model,First of all,Vipshop regards the country's women with brand consciousness as the main profit object,takes the unique shopping experience and the rich commodity types as the profit point for profit mainly by the difference of product selling prices,related operation activities as the profit lever,the high quality management,advanced technologyand the special sale mode as the profit barrier;secondly,based on its current management situations,from the five aspects of profit point,profit object,profit source,profit lever and profit barrier,it is found that Vipshop's profit model needs to be improved in user experience,is insufficient retention rate of young users,profit index in bottle-neck period less business growth.Long and weak impetus in special sale;thirdly,from the strategy level,market environment,business and financial to carry on the analysis to obtain that too much invest to business expansion,the special sale pattern loses the characteristic is the root reason for existence problem in Vipshop profit pattern;finally,In view of the specific problems existing in Vipshop's profit model,the corresponding countermeasures are put forward as: strengthen the organizational structure;implementing strategic unity;grasping the customer demand;strengthen customer relationship management;not blindly expanding;cost control;deepening brand characteristics;create an efficient and unique supply chain;changes oversea online shopping patterns;promote financial business;establish a special sale model business circle;open offline experience store.It is hoped that the study can help Vipshop to promote profit space and achieve good and lasting development.