得物求“全”，背水一战

Core Insights - The article discusses the challenges faced by the company "Dewu" as it attempts to transition from a niche platform focused on trendy products to a comprehensive e-commerce platform, highlighting the impact of frequent policy changes on seller trust and platform stability [1][2][3]. Group 1: Frequent Adjustments in Seller Fees - Dewu has shifted its seller fee structure multiple times, initially lowering fees to attract more sellers but later raising them again, causing confusion and distrust among sellers [3][4][6]. - The company aims to expand its product categories beyond trendy items, moving towards a full-category e-commerce model, which requires attracting more brand and merchant sellers [3][4]. - The recent fee adjustments have disproportionately affected individual sellers, who struggle to compete with enterprise sellers benefiting from lower fees [4][6]. Group 2: Challenges of Free Traffic - Dewu promotes its platform by emphasizing "billions in free traffic," appealing to traditional e-commerce sellers who are wary of high marketing costs [7][8]. - However, the reality of "free traffic" may not align with seller expectations, as long-term success will likely require investment in content promotion and influencer partnerships [8]. - The company’s current strategy of leveraging community-driven content for traffic may face challenges as competition increases and the cost of customer acquisition rises [8][9]. Group 3: Community and Transaction Paradox - Dewu is attempting to activate its community through various initiatives, but the platform's strong transactional nature may undermine genuine user engagement [9][11]. - The community's focus on commercial content rather than authentic sharing raises concerns about trust and user experience, potentially alienating users [11][12]. - The inherent conflict between community-driven content and commercial interests poses a significant challenge for Dewu as it seeks to build a trustworthy platform [12][13]. Group 4: Ambitions in Comprehensive E-commerce - Dewu's ultimate goal is to establish itself in the competitive landscape of comprehensive e-commerce, which requires addressing its current shortcomings [13]. - The transition from a niche to a broad-based platform is fraught with risks, as the company must compete with established players that have more robust operational capabilities [13].