Pros and Cons of College Students' Own Online
Business
Abudureheman Abuduaini
School of Information
Central University of Finance and Economics
Industry and commerce administration institute
Xinjiang Economic University
Bei Jing, China;
Urumqi, China
yiltizim@126.com
Qiang zhao
Industry and commerce administration institute
Xinjiang Economic University
Urumqi, China
Abstract—With the booming development of C2C e-commerce
platforms such as Taobao, and facing the employment pressure
and the huge market demand, many college students have started
to run on line business. College students set up online shop as a
new approach for own a business, brings opportunities for
contemporary college students, but at the same time, there are
risks and straits. This article analyzes the advantages and
disadvantages of college students’ opening online shop and
proposes some useful suggestions for college students to set up
successful online business.
Keywords-Struts; Online shop, Pros and cons, College student
I. INTRODUCTION
According to statistics, college graduates in 2011 have
reached 6.6 million in China, besides with the previous
graduates who are unemployed, the number of graduates
who need employment is far from imagines. The main
reason for this phenomena is that many college students are
unknown about professional outlets, they lack of proper
knowledge to match their professional skills with the career
aspirations; They have No job skills, lack of professional
core competencies and occupational trainees, and real
social practice. The number of University graduates keeps
increasing year by year, the unemployment rate is on the
increase as well, and many students began to run online
978-1-4577-0536-6/11/$26.00 ©2011 IEEE
496
MuhemaitiWahafu
School of Foreign Languages
Xinjiang Economic University
Urumqi, China
Yan Zhao
School of Management
Inner Mongol University of Technology
Hohhot, China
business. today’s world Network information goes deep
into every corner of our life, with their high sensitivity to
online information college students can more easly own
online business. Consequently it not only can solve the
employment problem of some students, but also provides
more opportunities for social practice to improve their
skills, exercises their ability and is helpful for combine
textbook knowledge with practice. The experience and
performance gained through running online business will
increase students' employment chips. Furthermore it is a
big help for college students in entering society, running
their business or earning work experience, and especially in
their future career development.
II. PROS AND CONS OF COLLEGE STUDENTS' OWN ONLINE
BUSINESS
A. The advantages of college students' own online business
1. College students have more free time, and they have
low threshold for running online shop. At present, many
college students do their online business in their spare time.
Since college students are not as busy as high school students
or white-collar workers, there will be plenty of time to ensure
the stable operation of the TAOBAO shop. In addition,
opening online shop for individuals is completely free, thereby
college students can easily register in TAOBAO for a shop,
and begin their career as a seller. As the result, even if college knowledge.
students fail in doing online business, it won't cause losing
much money. For example, registering process of opening an
B. The disadvantages of college students' own online
online shop in Taobao is very simple, and platform design is
business
also very user-friendly, many requirements and provisions are
1 Opening online shop may make the students abandoned
easy to understand for university students. Even if there is any
their studies. Students open online shop will inevitably take a
doubt, it can be answered by TAOBAO BBS.
lot of time of students, because it takes a lot of time and effort
2. College students as the seller can better grasp the
to manage, such as purchase, describe the pictures, answer
consumption demand. According to “27th China Internet
buyer questions, express delivery, etc.
Development Statistics Report” , by the end of December
Although college students have more business hours, but if
2010, China's Internet users are reached 457 million. The
they want to conduct successfully in online shop, singlly rely
report shows that the online shopping users increase at
on every day of the four or five hours online time is far from
48.6%, the annual growth rate of the online payment and
enough. This will not only delay the students learning, but also
the online bank are 45.8% and 48.2% respectively, and
have a serious impact on their studies. College students set up
more economic activities of our country are accelerated
online shop mostly are failure. If students use these times to
into the Internet age. The main body of Chinese internet
the professional learning, it can help them to find job in the
users still consists of 30-year-old or younger age groups,
future with a wealth of expertise.
and it is more than two-thirds of the total number of
Therefore we can say, doing online business for some
internet users. It can be found that, from the perspective of
college students may be the loss outweights the gain.
whether the overall internet user or TAOBAO user, the
2 ˊ Intensity of competition makes online shop
young people occupy the major proportion. It can be seen
increasingly difficult. Internet research agency iResearch data
that the major buyers on the Internet are young people,
show that, from last September up to now, new TAOBAO
their demand is high and have strong purchase desire to
stores growth nearly 200,000 per year, more than 5,000 people
getting the new product.
become TAOBAO seller every day, this is faster than the
College students are also young, they have strong curiosity
growth rate of buyers. “According to our statistics, between
for the new things, and also they tend to sit in the front of the
the new shop owners a large proportion is white-collar
fashion trend. Therefore students can better understand the
workers, middle managers. In the 570,000 jobs created in
consumption demand of buyers, find target market, and the
TAOBAO more than half of sellers age is between 23-32.” I
target customers. These are of great advantages for college
research’s analyst introduced that these white-collar workers
students in running a shop. Currently, the dress, game cards,
began to internet start-ups mostly distributed to the coastal
and digital products such as mobile phone, computer nod card
area where is depended on the export-dependent economy, and
are the main body of the trading volume of TAOBAO.
they are the first group affected by the financial crisis. In
Because these products are quickly renewable, seasonal,
addition to a sharp increase in the number of individual sellers,
changes in consumer tastes are great, and college students are
the traditional companies have shifted to the B2C platform,
more interested in and more familiar with these products, so it
and hoped to take a place in the sharply increased market.
will be handy operation.
Thus, college student’s own online shop will face more and
3. Because of students’ broader field of knowledge, their shop
more competitors. In addition, TAOBAO'S development trend
have higher survival rate. Students can put their acquired
means that, by individuals alone shop getting lower and lower
knowledge, such as marketing, e-commerce, computer and
probability of success. Now, in TAOBAO having more than
image processing applications to their own shop and business
Three Diamond Credibility shops and almost all above Crown
in Taobao. Putting the theoretical knowledge they learned into
credibility shops are managed by cooperation, the division of
practice, in turn, through practice enrich their theoretical
labor and scale advantages are obvious, with a single seller at

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a distinct competitive advantage. Further, now in TAOBAO,
the research results are ranked by popularity, the top surface
generally have a very high reputation ,consumer protection, so
it is very adverse for new stories and negative reputation
shops.
3. Students lack of operating funds. TAOBAO now is not
a completely "free" platform, If you want to get the trust of
buyers, you have to join the consumer protection plan and pay
the deposit of 1000yuan. This is not a small sum for the
students who depend on parent’s financial support. In addition,
there are fees and charges for TAOBAO Pu, sellers promotion,
mobile phone binding, Tao guest promotion and so on.
In addition, the products which are not virtual will often
take up big business part of the capital, the Points money for
college students also is not a small sum of money.
Furthermore, if the seller purchase a large quantity, then, it
will need to take up some inventory space and for the current
students it is difficult to the right inventory space from the
small size of their bedroom Even they able to purchase the
store, it will to some extent, affect other students, sometimes
will face the cargo security problems.
III. SUGGESTIONS FOR THE COLLEGE STUDENTS SET UP
ONLINE SHOP
College students are at the critical stage of lifetime, and
the final section of the campus life before entering the society,
so collage students should be judge carefully whether to set up
online shop, must not keep the tail from wagging the dog, and
neglect their studies. About the strength and weaknesses of the
college students during the online business, and the current
situation of the online entrepreneurial, starting from the
long-term development of the college students, here we made
the following proposes as learning and reference for college
students to set up successful online business:
1. Handle correctly the relationship between the learning and
the online business.
For the college students, we must first master the balance
between the learning and business, should not blindly follow
the trend. Operating the online shop should not affect their
own professional learning, after all, study is the student’s main
task. While running a business, we have to continue to
strengthen the entrepreneurship learning. Because of for
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operating the online shop, enthusiasm alone is not enough, we
need to acquire the relevant knowledge of the network,
management, financial management, and public relations
handling ability. In addition, when college students start online
business, it is essential to make a rational pre-planning,
this can help to take little detour. The best way is to find out a
business which has less capital investment, less
complex, quick capital turnover and quick withdrawal. Online
business will inevitably occupy students plenty of study time,
for a full time seller, the online time lasts more than ten hours.
So, a college student must properly handle the relationship
between the study time and the online business time. A little
petty should not be delay ones bright future. After all, college
student’s future is not only in the TAOBAO shop. In addition,
simply rely on the entrepreneurial passion and confidence in
online business are just not enough, a real success requires
technical expertise,extraordinary marketing ability, pioneering
spirit, and so on, and only by the online business can not
achieve the goal of getting a broder and deeper knowledge.
2. Correctly handle the relationship between the
theoretical knowledge and practical skills
Many student’s aim in operating online shop is to
practice their professional rhetorical knowledge, such as
marketing, e-commerce, computers, etc. Therefore, the
students in preparation for online shop can choose the field
which is closely related with their own profession, and good at
doing, so that on one hand through his online shop practice
what they have learned, do not waste valuable time, and on the
other hand in the online shop to obtain valuable professional
experience, in turn promote the acquisition of knowledge. But
it should also be noted that most student’s professional
expertise is not relevant with their theoretical knowledge, for
these students the drawbacks of online shop are often greater
than the benefits. Anyway, at present, for the complement and
promote of their own expertise or to their future carrier
development, the rule of the online shop is not large.
3. Correctly handle the relationship between the business
experience and economic benefits
When college students own online shop should not set the
interests of the money as the only goal. Students should have a
more long-term view, online shop you are running is the
accumulation of a business process experience. From the
current online Shop situation, the real success of all students is counterproductive.
not high proportion of students shop, so at first students’s
REFERENCES
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vocational college journals.2010.4
fully as low-cost, low-risk, high flexibility, low threshold for
the students to get an ideal platform for business experience.
Speaking for the college students' career orientation, society
not only needs entrepreneurs, but also needs more stable
intelligentsia to provide corresponding service skills.
Responding to the economic and social development,
corresponding adjustments are making in college students'
career orientation. A few decades ago, when the college
graduates first attending a job they were used as the backbone
technologist in the workplaces, but now they want to start
from very beginning. This aspect reveals the overall
technological level of social progress, but on the other hand, it
also highlights some of the shortcomings of our education
system. But no matter how, as a college student it is of great
importance to master relevant knowledge and to develop a
good self learning ability. Only in this way it truly reflects the
respect for the practical application of knowledge, not the idea
of knowledge is worthless. Meanwhile, viewing the current
level of economic development and future development
demands, the talented people who gained a good commend of
professional knowledge are the indeed guarantee.
CONCLUSION
Entrepreneurship is not an easy task; you need sharp
vision, tenacity, a wide range of knowledge, broad networks of
relationships and so on. Plum blossom from the bitter cold,
sharp sword from tempered, students who wish to
entrepreneur must to enhance their knowledge accumulation
and sharpen their own will, and enhance their ability and
quality. As a student, learning is still the main task of the
university stage, the promise of operate an online shop is not
to delay their studies. In short, everything has two sides, so
must to grasp the good side, or even the best thing would be

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