9个因过于超前而失败的创业理念

    垂直电商

    在“.com”时代，Boo.com专门卖时装，eToys.com专门卖玩具，Eve.com、Reflect.com和Beautyjungle.com专门卖化妆品。总之，在电子商务的早期阶段，大家的理念都是相同的——选定一个商品类别，然后成为这类商品的电商霸主。

    随后，亚马逊君临天下，彻底消灭了竞争。这家靠卖书起家的网站迅速成了一家“什么都卖的商店”，在主宰电商界的同时，也向全世界宣告：要想成为电商赢家，你就得什么都卖。在亚马逊强大的压力面前，Boo.com、Beautyjungle.com和eToys等网站纷纷关门大吉。（eToys破产后被卖给了Toys-R-Us。）

    如今，高度专业化的电商模式已经被奉为抗衡亚马逊的唯一方式。Warby Parker、Bonobos、J. Hilburn、Harry’s、Everlane和Dollar Shave Club等垂直电商如雨后春笋般涌现出来，因为他们都拥有一个特定品牌并生产自己的产品。很多电商开始只专注某一类产品，比如Wayfair只卖家具，Birchbox只卖化妆品，Asos和Nasty Gal只卖流行服饰，Honest Company只卖婴儿产品，Baublebar只卖珠宝等等，这些公司的增长势头都很喜人。相对于亚马逊，你的产品越具体，越特殊，你生存的希望就越大。

    Vertical e-commerce

    In the dotcom era, Boo.com sold hip apparell, eToys.com sold toys, and Eve.com, Reflect.com, and Beautyjungle.com sold cosmetics. The idea, in the early days of e-commerce, was to pick a category and own it.

    Then King Amazon wiped out the competition. The site that started selling books quickly became “The Everything Store,” dominating e-commerce and convincing the world that in order to win at e-commerce, you had to do it all. Niche shopping sites like Boo.com, Beautyjungle.com, and eToys flamed out. (eToys went bankrupt and sold to Toys-R-Us.)

    Now highly specialized e-commerce is held up as the only way to compete with Amazon. You have companies like Warby Parker, Bonobos, J. Hilburn, Harry’s, Everlane, and Dollar Shave Club flourishing because they have a specific brand and make their own products. Category-focused players like Wayfair for furniture, Birchbox for cosmetics, Asos and Nasty Gal for trendy clothing, Honest Company for baby products, and Baublebar for jewelry, are thriving as well. The more specific and unique your edge on Amazon is, the better.