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在电子商务的下一波浪潮中,仅仅围绕大众市场和可扩展性构建的简单模式已注定是一个失败的配方。在互联网刚刚出现的时候,大众思维普遍认为网络虚拟经营模式无需受“砖块和水泥”的限制即可打造一个巨大的市场。风险资本家向幸运的初创企业投资,并鼓励他们在竞争对手站稳脚跟之前尽量做大。因此,当时的经营策略大多侧重于“可扩展性”。尽管该模式在少数几家公司身上体现出无可比拟的优势,如亚马逊和eBay,但事实证明,大多数公司却因此走进了死胡同。如今,仅仅围绕大众市场和可扩展性构建的简单模式已注定是一个失败的配方。
In the next wave of e-commerce, simple models built around the mass market and scalability are doomed to fail. At a time when the Internet was first appearing, mass thinking generally agreed that the online virtual business model could create a huge market without the “brick and cement” restrictions. Venture capitalists invest in lucky start-ups and encourage them to grow as large as their competitors can stand their ground. Therefore, most of the business strategies at the time focused on “scalability.” Although the model has unparalleled advantages on a handful of companies, such as Amazon and eBay, it turns out that most companies have come to a dead end. Today, simple models built around the mass market and scalability are doomed to fail.