The emergence of new e-commerce is the result of continuous upgrading and iteration of e-commerce in the market, and it is also the result of constantly adapting to changes in consumer demand. The new e-commerce makes consumption no longer a simple transaction, but integrates various elements such as social entertainment, knowledge sharing, and cultural experience, which meets consumers' needs for more personalized products and services, helps to expand consumption channels, release consumption potential, and promote the effective connection between supply and demand.
Looking back at the consumer market in 2023, the most lively is the e-commerce field. Among them, the strong rise of "new e-commerce" has frequently attracted market attention. The latest data from the Ministry of Commerce also confirms the above judgment: as of the end of November, China's total online retail sales have reached 14 trillion yuan, an increase of 11% over the same period last year, especially the live broadcast e-commerce has maintained a strong growth momentum.
Live streaming e-commerce is one of the most common application scenarios in new e-commerce. With the rapid development of big data and artificial intelligence, new e-commerce based on a new generation of information technology has become a new track to promote the integration of data and reality and empower consumption upgrading. Compared with traditional e-commerce, the new e-commerce has reconstructed the links of traditional "people", "goods" and "fields", emphasizing the shift from functional consumption to experiential consumption, from product-centric to user-centric, and from single scenario to multi-scenario integration. To put it simply, the new e-commerce is to turn the "people looking for goods" model of traditional e-commerce into the current "goods looking for people" model.
Behind the change in the pattern, there is actually a change in the underlying logic. The new e-commerce makes consumption no longer a simple transaction, but integrates various elements such as social entertainment, knowledge sharing, and cultural experience, which meets consumers' needs for more personalized products and services, helps to expand consumption channels, release consumption potential, and promote the effective connection between supply and demand.
New e-commerce can enhance consumer attractiveness and improve consumer experience, but it does not stop at the consumption level, its role in empowering industrial transformation and upgrading, and driving innovation in the first chain is becoming increasingly prominent. For example, the new e-commerce personalized recommendation, customized services and other convergence of big data, can more accurately reflect consumer demand to the production process, enterprises with the help of relevant technical analysis, can more timely understand consumer preferences and market demand changes, more targeted adjustment of product design and development, manufacturing and marketing strategies, so that the source industry chain far away from the market terminal can also better perceive and respond to market changes, so as to improve the operation efficiency of the entire industrial chain.
In fact, the contribution of new e-commerce to economic development is mainly reflected in promoting the digital transformation of micro, small and medium-sized enterprises. In recent years, the state has vigorously promoted the digital transformation of the manufacturing industry, and many large-scale manufacturing enterprises have achieved digital transformation through the purchase of middle and back-end systems, but for a large number of small and medium-sized enterprises, the high cost of transformation often discourages them. The new e-commerce model exerts force from the demand side to drive small, medium and micro enterprises to use "data" to "cloud", with controllable costs and obvious effects, which is more in line with the actual situation of small and medium-sized enterprises. According to statistics from some institutions, in November, the proportion of live store sales of physical merchants has increased to half of their total sales, although there are many factors such as "Double 11", but the overall growth trend of new e-commerce is particularly strong.
Cross-border integration with primary, secondary and tertiary industries is another important feature of the development of new e-commerce. At the moment when "everything can be broadcast", new e-commerce is fully penetrating from online to offline, with more participants, longer industrial chains, and closer interaction with the real economy. It is worth noting that in recent years, the pace of new e-commerce going overseas has been accelerating, and the export of small commodities in coastal areas in the 90s of the last century is the same, relying on China's strong and perfect chain system. In the future, with the acceleration of digital and intelligent transformation, China's first-class chain will become more flexible and efficient, flexible manufacturing, high-frequency innovation and more down-to-earth cost performance, which is expected to win more market voice for Chinese manufacturing.
In a sense, there is no strict distinction between the old and the new. The emergence of new e-commerce is the result of continuous upgrading and iteration of e-commerce in the market, and it is also the result of constantly adapting to changes in consumer demand. However, the reason why people prefer to call it "new e-commerce" is to lead the development of the industry with new value concepts - the future of e-commerce should not only be "buy, buy, buy" and "sell, sell, sell", but should become a digital industry ecosystem with optimized resource allocation and covering the entire upstream and downstream industry chain, and release more development dividends through the integration of data and reality, so that more small, medium and micro enterprises and consumers can take the new e-commerce express.
*:Economy**.