"Darling" becomes "outcast" the problem of the vertical electric business survival

The vertical electric quotient is more suitable to subtract than the development way of the platform electric Quotient doing addition.

"Darling" becomes "outcast" the problem of the vertical electric business survival

Newspaper reporter Liu Hongxia reports

As the weather turns cooler, vertical electric operators seem to be ahead of the winter.

Recently, where the customer is trapped in the "arrears of the door", as the largest vertical apparel category, where customer-prudential products were exploded arrears of suppliers, some brands up to tens of millions. According to the president of the old response, the problem of arrears was caused by internal adjustment, but also announced that every customer return to the brand line. Lenovo to the previous van after a succession of strategic swing, inventory backlog and a large number of layoffs, a number of electrical business experts pointed out that "every customer dilemma" is not accidental, also not solitary example. In fact, "bad" the list of vertical electric dealers is very long, PPG, Lok Amoy nets, red children, the first carved, cotton, product poly nets ... Since 2012, the domestic vertical electric business has entered the winter of survival.

Shire, a senior researcher at CIC, said in an interview with China News of the press the main reason why the domestic vertical electric dealer is facing the current predicament is: First, the high cost, the vertical electric dealer realizes in the National warehouse the regional sale scale is difficult, difficultly reduces the distribution cost, enhances the delivery speed; second, competition intensifies , the comprehensive electric business has platform big, the customer is many, the turnover rate high superiority, the vertical electric trader is difficult to match with it; third, to Fank as the representative of the vertical electric business, the target customer is not clear, positioning wavering, resulting in customer churn, can not effectively meet customer needs.

"The previous 5 years, the vertical electric business start-up team and investors are extremely manic, burning money too much, too fast, spending and profits do not match, when the scale reached the peak of course, is the closest to the death of the moment." "The famous Electric trader Chen analysis, now it seems, those who fall or have a bad vertical electric dealers are walking too fast."

Earlier this year, according to the China Electronic Commerce Research Center (100EC. CN) released the "2012 China Network retail market data Monitoring Report" shows that in 2012, the consumer online retail market where the customer-prudential goods also accounted for 2.7% share, ranked fifth.

According to the beginning of August this year, China Electronic Commerce Research Center (100EC. CN) released the "2013 (China) network retail market data Monitoring Report" shows that as of the first half of 2013, China's consumer network retail market (including open platform and self-sales), where the market share of customers only 0.8%, listed tenth, far behind the cat, Beijing East, Suning easy to buy, Tencent Electric business, only goods will, Amazon China, Dangdang, Gome, a store, etc., the decline is very fast.

Every guest's course can not help but let a person exclamation pure vertical electric quotient The future way how to go?

"Vertical electric operators are not hopeless and still have their own advantages. "Shire said that the current development of the Jiuxian network is better, in addition to the policy impact, prompting wine enterprises to actively tap, open up new investment channels, Jiuxian network to grasp the impact of liquor industry development of key factors and channels, and upstream supply chain strategic cooperation as its core competitiveness. "The biggest advantage of vertical electric business lies in the brand, which is differentiated, personalized service, with high quality quality and service to highlight its advantages." ”

Some experts point out that, compared to the platform to do the development of additive, vertical electric quotient to do subtraction more appropriate. The day the cat, Jingdong and other platforms are getting bigger, it just means that the vertical electric business opportunities. The larger the platform can not be refined, and the vertical electric business could be truly in-depth industry, to achieve "small and beautiful" to win their own consumer groups.

Shire suggested that the main difficulties encountered by the vertical electric operators are product homogeneity, inventory size Limited, high cost, the industry low price disorderly competition and so on. Change the current situation, first of all to clear their own positioning, to find their own core competitiveness; Secondly, from the customer point of view, to meet customer demand, to provide customers with differentiated, personalized service; Finally, the industry needs to strengthen guidance to alleviate the vicious competition of low price.