Analysis Of The Profit Model Of Membership E-commerce

With the diversification of the development of the online retail market,the profit model has become increasingly diversified.The development and innovation of business models also provide e-commerce companies with a broader space for development,and more profit-type power supplier companies have emerged.At present,the first batch of e-commerce platforms headed by Amazon,Taobao,and JD.com mainly use free platforms to attract traffic,encourage merchants to settle in,provide services to collect related fees,and set up part of their own business and membership fee services.The second batch of e-commerce is mainly in the vertical field,and gradually becomes a professional e-commerce in the vertical field through a completely self-operating operation model.Typical representatives include Dangdang.com and Jumeiyoupin.The third batch of e-commerce companies have their own innovations in profit models.Pinduoduo has no involvement in self-employed businesses.It focuses on platform services and helps suppliers reduce production and sales costs by aggregating consumer-side traffic,and lowering commodity prices to feedback consumers.Yunji increased consumer stickiness through a paid membership system,combined social interaction to gather consumer traffic and demand to reach suppliers,reduced supplier cost feedback to consumers,and set up its own business,focusing on the vertical field of beauty products.After 2014,the development of the online retail market has become more and more rapid,and a wave of listing has set off in the industry.Alibaba,JD.com,Jumeiyoupin and other companies have gradually developed into the leading companies in the industry.And social e-commerce Pinduoduo and membership-based e-commerce Yunji have also successfully listed on US stocks.However,the domestic scholars' research on the profit model of membership-based e-commerce has just started,and it is still on the theoretical research of the first batch of e-commerce companies.The research direction is biased towards theoretical discussion,light financial characteristics,and definition of connotation.Most of them focus on qualitative research and case analysis,from the strategic and financial perspectives to analyze the characteristics of corporate profit models and corporate development.Many literatures are mainly based on the theoretical research of foreign scholars,and fail to combine the actual situation of the development of China's e-commerce enterprises.Therefore,it is of little significance to refer to our country's e-commerce enterprises.The membership-based social e-commerce explained in thisarticle strengthens the role of e-commerce platforms in connecting suppliers and consumers,and the optimized business structure has helped enterprises to achieve higher operating efficiency,creating value for upstream,platform and downstream.Suppliers can reduce costs,consumers can enjoy low-cost and high-quality products,and e-commerce platforms receive membership fees to increase business income and net profit.In view of this,through the discussion of the operation mode of the membership-based profit model,it can provide theoretical support and relevant case experience for the promotion of the membership-based social e-commerce profit model for Chinese enterprises.This article uses a combination of case analysis and theoretical analysis to conduct a comprehensive study of the profit model of membership-based e-commerce.On the basis of the nature research,it also conducts a relatively comprehensive and systematic analysis and evaluation around the implementation of the profit model of the e-commerce profit-making membership system,the constituent elements,and the financial operation effect.Use vertical and horizontal analysis to conduct targeted analysis of Yunji's financial data and related indicators,construct a visual data chart,and intuitively highlight the importance of community operations and refined marketing for the construction of a profit model,reflecting the adoption of members The implementation effect of the profit model of e-commerce producers,and elaborated the financial characteristics of Yunji after adopting this model.The article summarizes the experience of Yunji successfully using this model,and draws relevant theoretical results,which provides certain references and suggestions for the development of a more complete and standardized membership system for e-commerce enterprises in China,which has practical guiding significance.The content of this article has a total of five main modules.The introduction mainly introduces the background and significance of the research,the literature review,research ideas and research methods of domestic and foreign research.The second part is a theoretical overview of the profit model of membership e-commerce,including its concept,characteristics,and theoretical basis.Relevant theoretical foundations include the theory of elements of profit model,value chain theory,and strategic management theory.The third part first introduces the operation of Yunji,the characteristics of membership-based e-commerce,the implementation of Yunji 's profit model,and the components of the profit model.The fourth part analyzes the implementation effect of the profit model of e-commerce based on membership ofYunji Micro Store from the perspective of finance and non-financial.The fifth part is the research conclusions and recommendations.From the analysis above,it is concluded that through the profit model of the membership-based e-commerce,cloud-based Yunji optimize resource allocation,reduce the proportion of fixed assets,release cash flow,increase customer repurchase rates,and increase customer stickiness.As an e-commerce platform established at the same time as Pinduoduo,it turned a profit into profit in the first quarter of 2019.It is hoped that the theoretical basis of this paper combined with case analysis can promote the application of membership e-commerce in China and provide some reference experience for China's e-commerce platform.