电商行业发生了什么？大批商家退出淘宝，“4个原因”很现实

Core Insights - The article highlights the significant transformation and challenges faced by the e-commerce industry, particularly on platforms like Taobao, as many sellers are shifting away from online sales to explore alternative business models [1][12][17] Group 1: Decline of Taobao Sellers - A report indicates that the number of e-commerce practitioners in China is expected to decrease by 12.5% year-on-year by mid-2025, with active sellers on Taobao dropping by 18.3% [1] - Former successful sellers, like Zhang Qiang, have left Taobao due to the platform's changing dynamics, which are no longer favorable for small businesses [1][12] Group 2: Rising Costs and Competition - The cost of acquiring new customers on Taobao has surged by 47% in 2025, averaging 78 yuan per new customer, making it financially unviable for many sellers [2] - The quality of traffic has declined, with conversion rates dropping from 10% to 3-4% [2] - Intense price competition has led to a significant reduction in profit margins, forcing many sellers to engage in price wars to attract customers [5][6] Group 3: Unpredictable Platform Rules - Frequent changes in platform rules create uncertainty for sellers, making it difficult for them to adapt and maintain profitability [3][4] - New policies, such as the introduction of a product quality scoring system, disproportionately benefit larger brands, increasing operational challenges for small sellers [3][4] Group 4: Emergence of New Platforms - New e-commerce platforms like Douyin, Pinduoduo, and Xiaohongshu are rapidly gaining market share, with Douyin's GMV reaching 3.43 trillion yuan in 2024, indicating a shift in consumer preferences [7][9] - Sellers are increasingly adopting multi-platform strategies to mitigate risks, but this approach can dilute their focus and resources [9] Group 5: Industry Evolution - The e-commerce sector is undergoing a maturation process, moving from rapid growth to a phase of adjustment and optimization, where only those with unique competitive advantages will thrive [12][14] - Taobao is implementing measures to improve the business environment, including financial incentives and AI tools to assist sellers [12][13]