Amazon has just announced plans to open its physical "department store" to sell not only its own brand products, but also famous brand clothing, household goods and other goods. As an Internet e-commerce platform, it's a little interesting to do so.

Amazon's move illustrates three problems.

1、 The sales efficiency of Amazon's own platform is far from what they boast. If Amazon is more efficient in promoting new brands than traditional retail, why not promote Amazon's own brand on its own platform? When Amazon itself is a seller, from the seller's perspective, he will find that the Internet e-commerce platform is not valuable for promoting new brands.

2、 Amazon's traffic source has reached its limit. I'm afraid it's impossible to improve performance by increasing traffic. Therefore, like a treasure, a cat and an East in China, Amazon hopes to obtain greater traffic through physical stores.

3、 These people who make Internet e-commerce platforms, whether Ma Yun, Liu qiangdong or Bezos, are actually operating Internet e-commerce platforms according to the logic of traditional retail. They just use electronic shelves to replace physical shelves, or just an online department store. When the Internet can realize direct communication between point-to-point, point-to-multipoint and multipoint to multipoint, the logic of traditional retail has become obsolete. We should reconstruct the business system according to the new dimension, that is, taking people as the dimension.

Instead of going back and opening a physical department store!