The sudden epidemic in 2020 has brought about tremendous changes in many business models, and many traditional economies have gradually declined under the strong impact of the epidemic. However, there is a danger that must be organic, and the old model will inevitably be born at the same time as the decay of the old model.
The word "chain" is composed of "next to the golden word" and "connection", which means that in the future, people will have the opportunity to make money when they have a link relationship with each other. So why didn't the social interaction between people in the past bring us benefits? To analyze this problem, we need to be clear about the change in the business logic behind it.
The relationship between supply and demand between platforms and consumers has been constantly changing, and can be divided into three stages:
The first stage: the consumer is only the primary purchase demand, in this stage, that is, the simplest transaction-buying relationship, the consumer goes to the shopping platform just to buy something. Convenience and cost are the most concerned issues for consumers, as long as the goods are of high quality and low price, and the purchase is convenient, the platform can harvest a large number of users. The transaction process is also very simple, the consumer pays, the merchant mails the goods, and the transaction is basically completed.
Stage 2: Consumer demand for high service quality. At this stage, consumers' expectations for the platform are not only to be able to buy the right goods, they also hope that the platform can provide better services, for example, in the past, consumers were quite satisfied with the goods after five days of shopping, but now if they have not received it in three days, it is estimated that many people will complain that the logistics are too slow. If there is a defect in the product, it will ask for a return or exchange, and consumers are no longer easy to fool, and their awareness of rights protection is increasing.
So what is the third stage? The need for consumers to participate in the sharing of benefits of goods. In the past, the profit from the difference in the price of goods sold went to the platform, but in the near future, if the platform does not give the sales share to consumers, it will lose a large number of users. Because there are too many platforms in the market, consumers have more opportunities and channels to choose from, the monopoly has been broken, the relationship between supply and demand has been reversed, and consumer rights and interests have gradually returned.
From the pure relationship of buying and selling, to the pursuit of service, and finally to the relationship of benefit sharing, this is a huge change, and behind the change comes from the profound social background such as new technology and overcapacity.
At the same time, the company's interest distribution relationship has also gone through three stages.
In the first stage, the company's profit distribution is: boss + shareholder.
The second stage: the company's profit distribution is jointly led by "boss + core employees". At this time, the value of capital begins to retreat, and the value of talent is highlighted.
The third stage: the company's profit distribution: boss + core employees + chain business. In the past decade, the bosses of some companies have stopped recruiting employees, but recruiting users, turning users into partners and co-founders. The company's profit distribution relationship has added another group, which is users and consumers, that is, "chain merchants".
As a result, we are pleasantly surprised to find that we, as consumers, have encountered the best of times. This is because rights have been gradually transferred to consumers, and producers share profits with consumers.
So what is the essence or motivation of the rise of chain merchants? Personally, I think that the rise of chain merchants stems from three factors, the first is the growing crowd of chain merchants, the second is overcapacity, and the third is that the monopoly is broken and the relationship between supply and demand is reversed.
We all know that in primitive societies, the means of production were owned by everyone, and the prey was distributed according to the per capita, paid according to work, and equal power. After entering the slave society, there was a surplus of the means of production, and some people began to dominate the distribution of the means of production, and power and exploitation appeared. In feudal society, the most valuable means of production was land, and then the power was in the hands of the landlords. Then to the capitalist society, power is in the hands of capitalists, who rely on the monopoly of technology and brand monopoly to exploit the surplus value of consumers, and have the right to speak in formulating business rules and the right to speak in profit distribution.
For example, if you want to order takeout on Meituan today, you have to accept Meituan's rules, if only Meituan can order takeout in the country, then you have to accept all its rules if you want to order takeout, because no one can replace its services, this is a monopoly. To build a good social ecology, we must first break the economic monopoly, and breaking the monopoly will break the space for exploitation. If a monopoly of information, power, and resources is formed in society, exploitation will occur, leading to social antagonism and class differentiation. When there are more monopolistic merchant brands in the market, the more opportunities consumers have to be exploited.
At present, China has entered the stage of overcapacity, brand overcapacity, and overcapacity in stores, and consumers have more choices and more rights and interests. But at the same time, consumers are miserable, and they can't always find their beloved things. This requires chain merchants to break boundaries, integrate resources, and give consumers more choices.
Today, we are also slowly breaking down the monopoly and unleashing the benefits in the hands of the capitalists. This depends on the transfer of rights from the capital, brand, and platform side. If one day a capitalist must rely on consumers to survive, the power will really be in the hands of consumers. The good news is that the time has come.
This era is the era of consumer society, and in the next 20 years, the rights will return to the hands of consumers, that is, chain merchants.
Nowadays, it's almost impossible for people over the age of 40 to find a job, and they can't compete with recent college graduates. With the development of science and technology, the primary and secondary industries have been unable to absorb a large number of laborers. If you want to be an e-commerce platform and open a store, there is actually no chance, and after years of development, the tertiary industry has also been saturated. Recently, the people have criticized the Internet giants for entering the community, and the Internet giants rely on the power of capital to compete for jobs with the people who sell vegetables! It can be seen that people aged 40-60 have few opportunities for employment, so what role will they play in society in the future? What other employment opportunities are available?
A huge job opportunity in the next decade - chain merchants. When the identity of 40-60 years old is upgraded from consumers to consumers, that is, chain merchants, they do not need to invest a lot, there are no employees to manage, this is a zero-risk business entity, they are just doing a (save money + make money) opportunity of communicators, not responsible for specific operations, is an important network node of information and commodity circulation, no need to hoard, no investment, through value sharing and market expansion, you can realize the realization of contacts and resources. However, because they will participate in the links of contacts, commodity information and services, because they have become an important part of commodity circulation, they are no longer outsiders, they can not only share the benefits of the platform, share the income of capital, but also share the value and benefits brought by the goods themselves.
Throughout the thousands of years of business history, we can find that the word "trust" is the most fundamental contradiction between merchants and consumers, even in the modern society with advanced technology. Recently, Luo Yonghao and Simba's sale of fake goods has seriously damaged the trust relationship with consumers.
The birth of blockchain technology can build a more reliable network system through consensus algorithms, smart contracts and other technologies to fundamentally solve the phenomenon of "fraud".
Because "immutability" is an important feature of blockchain technology. In the past, the opacity was due to the monopoly of information, as long as the information is open, the monopoly will be broken, and counterfeit and shoddy products will be overthrown.
For example, in the direct selling industry, sometimes the benefits are not distributed according to the value of individual contributions, some people do nothing and take a lot, and some people contribute more but get very little. The application of blockchain technology will change this situation, and the profit will be measured by the contribution value. Share more, serve more, and get more benefits, which also reflects the distribution principle of more work and more rewards.
In addition, blockchain technology will let you know the production price, distribution and logistics costs, retail prices and other information of the product, and in the future, chain merchants will clearly know the profits they can earn through the blockchain. At the same time, blockchain technology will eliminate counterfeit and shoddy products, limit fake transactions, and it will be difficult for you to make fake and shoddy products in the future.
With the development of blockchain technology, the unequal relationship between consumers and operators will be completely reversed, I believe that blockchain technology will bring us a new opportunity, there is no exploitation and exploitation between people, in the whole chain, is a relationship of benefit sharing. In the future, all interests will be returned to the people through blockchain technology, and consumers will be able to complete the transformation from consumers to consumers, that is, chain merchants, through blockchain.
In the future, chain merchants will become the key subject of sales, and it is a new production relationship of value cultivation demand, demand guidance consumption, and consumption customized production, which complements the Internet in embracing the digital wave. Therefore, I can assert that the rise of chain merchants is no less than the huge impetus of the socialized division of labor to the leap in production capacity of modern European and American countries, which will set off a new business change and bring a new round of wealth creation opportunities.