电商的下一步转型，是要让好人赚钱

Core Viewpoint - The e-commerce industry in China is facing significant challenges as it transitions from a "low-price for volume" model to one focused on service growth, which is essential for survival in a competitive market [2][19]. Group 1: Current Challenges - E-commerce is experiencing three main dilemmas: traffic, supply, and trust [3][4]. - The growth logic of e-commerce, previously based on "lower prices, increased traffic, and growth," is no longer effective, with online retail growth rates declining from 14.75% in 2021 to nearly zero in 2024 [4]. - Customer acquisition costs have surged from tens of yuan to 800-1000 yuan, with some platforms exceeding four-digit costs [4]. - The excessive price wars have created a "lemon market," where quality products are pushed out, leaving only inferior goods available [5]. Group 2: Trust Issues - Trust between merchants and consumers is deteriorating, with over 60% of merchant complaints during the 2024 Double Eleven shopping festival related to "only refunds" [6]. - Merchants face operational pressures and must deal with issues like malicious refund requests and AI-generated false images, leading to a lack of confidence in the market [6][10]. Group 3: Service as a Solution - The solution to the industry's challenges lies in improving service and rebuilding connections with consumers [8]. - However, merchants are reluctant to invest in service improvements due to the existing e-commerce mechanisms that prioritize immediate results over long-term service benefits [9]. - The current financial models treat service as a cost center, making it difficult for merchants to justify service investments [9]. Group 4: Need for Structural Change - A fundamental shift in the e-commerce paradigm is necessary, moving from a focus on single transactions to fostering repeat purchases [17][18]. - The industry must address the distribution of benefits and change algorithms, models, and rules to encourage service-oriented practices [11][12]. - Initiatives like the introduction of a real experience score by Taobao and Tmall aim to link service quality directly to traffic distribution, promoting a more service-oriented ecosystem [14]. Group 5: Future Outlook - The e-commerce sector must overcome its current challenges to avoid becoming a marketplace for low-quality goods [21][22]. - A successful transition to a service-oriented model could serve as a reference for other industries facing similar structural issues [20].