Electric Business holiday collective lose money to make a yell failure?

Xinhua Shanghai October 11

Question: Electricity business holiday collective loses a profit to make a yell to fail?

Xinhua News agency reporter Wei Zongkai Kaoshaohua

With the previous high-profile "frame" compared to the number of household appliances in the "11" Golden Week during the collective lost, in addition to the regular coupons, return and other means, and not too much publicity efforts. Industry insiders believe that relying on the "trick" to attract eyeballs will increasingly have no living space, electric dealers in the experience of impetuous must return to the nature of the retail industry, and the industry "fish" mergers and acquisitions will be more and more.

The parties do not play "war of Words"

The Mid-Autumn Festival, the National Day holiday period, the electric dealers are very low-key, did not open the "frame" "parity", the price range is still rational.

There are data shows that in the past National Day holiday, Beijing-East, Cat, Suning and other domestic electric business platform is a large flow of decline. Among them, Jingdong, day cat, Taobao flow rate of average than this year "51" period to reduce about 1/3, and Bowser Network and Suning easy to purchase, its flow is also lower than "51" holiday.

In mid-August, after the launch of the electric Business by Jingdong Mall, the relevant departments involved in the investigation and initially identified Jingdong, Suning easy to buy, Gome Mall three electrical appliance dealers suspected price fraud, although no specific conclusions have been published, but the three electric dealers in the promotional publicity has been a lot of convergence. Industry insiders said that the parties so tacit understanding not to play a "war of words" and this has a great relationship.

Li Bin, an executive vice president of Suning and Tesco, said that paying attention to the improvement of service and the optimization of shopping experience is the way of electric business. By the capital market blood transfusion to achieve "loss for scale" way is only eating "doping", such players will eventually be eliminated.

Electricity trader to return to retail trade essence

As of June this year, China's e-commerce market turnover amounted to 3.5 trillion yuan, an increase of 18.6%. It is to see the rapid rise of e-commerce, traditional retail enterprises have "electric shock", in addition to Su Ning, Gome, Beijing wangfujing (600859, shares bar) group, Shanghai Baihui Group and other traditional department stores have established E-commerce operating system.

"The go of a single channel of retail business has gone." "Shanghai Suning Appliance (002024, share bar) General manager Zhijun that the future mainstream sales channels will be online under the synergy, rather than a single channel.

General Manager of Shanghai Hundred-Link Electronic Commerce Co., Ltd. Huang Hua also believes that the two models of electricity and physical store price convergence more and more obvious, the two should be "easy to choose" or "selection experience" differences. Domestic electricity dealers still compete for low prices, which is not a mature business model.

In fact, despite the advantages of convenience in shopping and price concessions, most consumers still choose physical stores to shop and experience. Take color TV as an example, Shanghai Electric Appliance Industry Association recently released a survey report shows that 69% of consumers are willing to go to home appliances chain stores buy color TV, the reason is rich products, on-site experience and more convenient comparison.

Shanghai Electric Appliance Industry Association president Deng Yongming that, from the European and American countries data, 2011 online shopping in the social consumption of the proportion of only 2%-13%, the electric dealer only in certain special commodities on the traditional retail channels diversion, will not constitute a fatal blow.

Industry insiders said, from the characteristics of the commodity, the future of the real store will be more "virtual", the more "real" electricity will be. The real store's "virtual" is will introduce the financial business, the telephone bill payment and so on the on-line service, expands the store function, the electric business "the reality" refers to the commodity is richer, the service is more solid, simultaneously pursues the convenient effect.

Industry consolidation will accelerate

Gu Guajian, a visiting researcher at the retail industry expert and the Shanghai Institute of Business Development, argues that consolidation in the industry will also emerge during the downturn in the retail industry.

In fact, a new round of integration has begun. September 25, Suning contributed 66 million U.S. dollars for the acquisition of maternal and infant supplies and cosmetics electric dealer "Red Child" company. Earlier this year, Wal-Mart, the world's largest retailer, bought 65 million of billions of dollars from Ping an to bid for a 20% per cent stake in "shop 1th", which, at the start of the season, became the biggest shareholder of "Shop No. 1th".

and other e-commerce sites, "Red Child" "1th shop" from the beginning of the establishment that relies on a large number of capital investment to prop up the size of the enterprise, but the subsequent operation and logistics costs, so that enterprises will inevitably fall into the increasingly large "financial hole." Experts believe that the large capital under the support of the "chicken blood" rapid expansion, coupled with the continuing price war, there is no foreseeable profit expectations, so that e-commerce becomes a high-risk industry.

Experts believe that because the domestic electricity business scale is generally small, repeated construction of the distribution inventory system without obtaining a better third-party distribution network would add additional costs, which would make many of the financial and resource-strapped electric dealers face the risk of failure, giving many opportunities to traditional retailers who want to enter the market.

China Electronic Commerce Research Center analyst Mo Dai Green, the electric business field of the fittest will continue to play. In this knockout, competitive products, intimate shopping experience, a good brand image, a complete supply chain, etc. will become a business to survive the chips. After the knockout stage, the net buys the market will move toward the relative stability and the maturity.