On B2C Profit Model And Performance Evaluation Of Vipshop

In recent years,China's e-commerce has developed very rapidly,and B2 C e-commerce is an important part of China's e-commerce.The competition among B2 C e-commerce companies is increasingly intensified.B2 C e-commerce companies must be aware of the competition between modern enterprises,not only the competition between products and transactions,but also the competition between effective profit models.Only by establishing a profit model suitable for their own development can an enterprise occupy a place in the fierce market competition.This paper selects the representative enterprise VB in B2 C e-commerce as the case study object.Firstly,through the five elements of the profit model,the profit model of Vipshop will be studied.The profit target of Vipshop will be the target profit target for female customers with strong sensitivity to brand goods,and the brand products and features with discounts.The shopping experience is a profit point,and the income from selling brand products is the profit source.The operating activities such as self-built logistics,quality control,and zero-inventory model are used as profit levers,and the sale model is used as a profit barrier.Secondly,based on the current status of Vipshop's operation,it evaluates the profit model of Vipshop from both financial performance and non-financial performance.The evaluation of financial performance is to select profitability,operational capability,solvency and growth ability.Four relevant indicators were carried out,and the relevant indicators of Jingdong Mall and Suning Tesco,which are powerful competitors in the same industry,were selected for comparative analysis,in order to make a more profound analysis of the profit model of Vipshop.Non-financial performance selects relevant data from market share,customer satisfaction,active corporate users,and product repurchase rates.Through the comprehensive evaluation of financial performance and non-financial performance,this paper analyzes the problems of Vipshop's profit model,such as user experience needs to be improved,revenue growth rate is slow,and sales model loses competitive advantage.Through the study of the case,this paper analyzes some shortcomings of Vipshop's current profit model,and puts forward some suggestions based on the actual operation of Vipshop: First,improve the related services of the enterprise and enhance the user experience;second,acquire new users.Expand market share;Third,open up new markets,adjust and upgrade the business structure of the enterprise;Fourth,innovate the marketing model to promote revenue growth;Fifth,adhere to the sale model and create special sales barriers.This paper hopes that through the research on the profit model of Vipshop,Vipshop will improve the profitability and achieve healthy and sustainable development.