into or not into Gome suning electric Business route differentiation

Jingdong Mall of the "desert Action", Suning easy to buy "national Day of the war", Bowser network has been lasting for several months of "night total benefits", near the National Day Golden Week, electrical appliances class began a new round of "low-cost" blood spell.　　In the price war at the same time, whether to join Taobao and Tencent two big electric platform also become electrical appliances have to do a choice problem. At present, electrical appliances in the top five bowser nets, new egg nets have become Taobao Mall's partners, and Gome's other E-commerce company, Gome Online mall general manager Handepeng also revealed at the end of September, Gome Online mall will also timing to join Taobao Mall platform. But Suning Electric Appliance Vice Chairman Weimin in the interview with this reporter but expressed the opposite point of view, he said: "Suning easy to purchase has its own independent complete operating system, do not need to use other platforms to develop."　　"And before that, Jingdong Mall not only refused the olive branch out of Taobao, even the initiative to stop the cooperation with Alipay, the largest two home appliances dealers refused to join Taobao and Tencent's online shopping platform, while 3-5-bit bowser, new eggs and so on to choose to join Taobao platform, which seems to be the watershed of electrical appliance manufacturers. Household electrical appliances, the overall situation of electric dealers first set "some enterprises will price as an advantage to promote." "Handepeng to reporters," and for Gome Electronic Mall, this is a basic condition, no low-cost advantage can not survive. "Following last year's sales breakthrough of 10 billion yuan, to become home appliances and even the entire vertical consumer in the largest electric dealers, Jingdong Mall in the first half of 2011 sales breakthrough 8 billion yuan, the whole year is expected to achieve 24 billion-26 billion yuan sales, and continue to maintain the leading position of electrical appliance dealers."　　However, 2011 for the Jingdong, it is clear that the end of its monopoly of electronic electricity market, the two major traditional electrical chain giant gome, Suning Electronic mall stepping Press. Chasing the most tight is 2010 sales revenue has exceeded 2 billion yuan Suning easy to buy. According to Suning Appliance (002024.　　SZ) 2011.5 Annual report, Suning easy to buy the first half of the income reached 2.569 billion yuan, the total income of suning appliances in the same period of 5.61%, further narrowing the gap with Jingdong Mall. According to Suning appliance in June this year released the next 10 years strategic planning, easy to buy 2011-year income to reach 8 billion yuan.　　In accordance with the second half of the revenue for the first half of the year's income 1.5-1.8 times times the law, Suning easy to achieve this goal is not difficult, and suning Tesco also proposed 10 years after the income reached 300 billion yuan long-term goal, this goal is even more radical than Jingdong mall. Gome, though belatedly in E-commerce, is now among the third in the industry. Last October, Gome bought the bowser net with 48 million, making the small electrical appliance company, which has a 2009 annual income of only 300 million yuan, enter the fast lane. Bowser Network vice President Pengliang September 29 told our correspondent: "In the first half of 2011 Bowser net sales revenue reached 726 million yuan, and in 18 cities set up a branch, the number of employees from the merger before200 people were expanded to 1500. "It is noteworthy that gome in March this year also launched a new electric company, that is, Gome online mall." From Gome Jinan Branch to transfer online mall general manager Handepeng not to disclose its sales, but from the recent Alexa rankings, in addition to the Beijing-East ranked 94, Suning easy to buy, Bowser and Gome online mall traffic ranked in 1472, 1959 and 2,236,　　Gome's Electronics mall has risen fastest in the past few months, and its shipments are already similar to Bowser's.　　In accordance with such a growth rate, 2011 electrical appliance manufacturers will form a three-strong separation of the pattern, Jing-dong, Suning and Gome (Bowser and Gome Electronic Mall) revenue will reach 24 billion yuan, 8 billion-10 billion yuan and 5 billion yuan, although the first half of the new eggs also achieved 700 million yuan sales, but the gap with the top three is widening. After the traditional appliance industry, the main mode of competition for home appliances is still a price war. Once the price as a competitive advantage of Jingdong Mall, because the overall sales scale with more than 1400 traditional stores of Gome, Suning also has a considerable gap, the price advantage is gradually lost. "Some companies promote prices as an advantage. "Handepeng to reporters," and for Gome Electronic Mall, this is a basic condition, no low-cost advantage can not survive. "The fierce competition makes the electric appliance electricity business almost all in the state of loss."　　Gome can rely on traditional store profits to make up for the loss of electricity business, but Jingdong Mall has been a continuous loss for many years, but also faced with Taobao, Tencent and other online mall competition. The benefits of the Amoy "comprehensive consideration of the cost of Amoy, we decided to join." In fact, whether Suning is easy to buy, or Bowser and Gome Electronic mall, are facing the growing trouble.　　Weimin told our correspondent, Suning easy to buy now has two major bottlenecks: first, the site backstage is still difficult to withstand the instantaneous high flow pressure, the second is the original logistics system is based on the number of entering the city to carry out the corresponding planning, and online scattered orders test Suning's logistics and distribution capabilities. In fact, this is also including the Beijing-east of all electrical appliances manufacturers face problems, such as Bowser network often appear out of stock and delivery slow problem. And more let home appliance electricity business Headache is, 2011 year advertisement and so on promotion cost greatly increases. "The cost of operating all E-commerce sites, especially independent operators, has increased by at least one-fold this year, competing with thousands of Groupon sites.　　Pengliang told reporters.　　In order to cope with the rising operating costs, it seems to be a good choice to join Taobao Mall.　　September 19, Taobao Mall announced the original consumer platform to all the retail form of full opening, the day including a number of shops, silver Thai nets, wheat, bowser nets, easy news, new eggs, such as 38 vertical enterprises collectively settled Taobao Mall, opened the official flagship store. "Previously independent web sites are unwilling to join Taobao Mall or Tencent QQ online shopping platform." "But now the whole industry's low margins and the rising of the PengliangThe cost, as well as Taobao, Tencent initiative to open the Platform policy, has become the 38 independent of the main reason for the Web site. "Reporter learned that Taobao mall head of the free son personally led the collective into the Amoy negotiations, and the site to Amoy a lot of policy concessions, including the provision of a large number of free promotional resources, the use of Alipay, and open shop costs also provide concessions. "Considering the price/performance of the Amoy, we decided to join."　　Pengliang told reporters. It is reported that Bowser nets in the original 1500 Team Foundation, but also set up a dedicated 100 people Taobao team. Pengliang said, "Taobao Mall in the past a lot of merchandise background coding system and Bowser incompatible, and now from the technical can solve these problems, through the search platform Taobao can find bowser tens of thousands of goods, so that can expand our influence, and we can also use Taobao publicity and logistics resources. Although the completion of the Amoy, but for Tencent Platform Library, Bowser chose to refuse. Pengliang said, "Tencent's attitude is not positive, its platform is less open than Taobao, which may be with Tencent has invested a lot of electric companies." "In this regard, Tencent platform for the response:" From our current contact, the domestic mainstream of the business of the website are interested in QQ online shopping. Tencent believes that the current phase of the Partnership, Shop No. 1th, V, and every day is not Tencent investment, "We believe that the open platform as a new model, the core values and standards of evaluation will be the consumer experience, we should not only take into account the interests of partners, but also consider the healthy development of the entire biosphere, Avoid the negative effects of haste, but our open determination and confidence will never change. "It is worth noting that in Jingdong, Suning Tesco in the application for Third-party payment licences, Gome is also brewing through the acquisition of small third-party payment companies to solve this problem."　　Although the Alipay has thrown out the free olive branch, Bowser and Gome Electronic mall have said that due to the higher cost of Alipay, in the future in the third party to pay more diversified choice.　　Platform is a transition product? "How is it possible to join other E-commerce platforms with competitive relationships," Weimin said.　　"Su Ning Yi Purchase resolutely refuses to" into Amoy. "Suning appliances are also hoping to create a set of home appliances, 3 C, department stores, automobiles and other areas of E-commerce platform, the future in logistics, it backstage and so on will be invested tens of billions of dollars." "How is it possible to join other E-commerce platforms with competitive relationships?" said Weimin.　　"To this Pengliang also said, Jing Dong, suning easy to buy and other household electrical appliances in the diversified expansion, when the commodity category SKU more than 100,000 kinds, then with Taobao Mall in the store will have a conflict, so Jing dong such a horizontal expansion of the enterprise model is not suitable to join Taobao mall. Gome former chairman of the board of Directors Chen Xiao (Micro bo) in the disclosure of the industry unspoken rules have also been revealed when the electrical chain industry in the "two landlords" mode of stimulation under the price becomes the highest, originally emergingJingdong Mall gained the best chance of rapid growth, but Liu made a big mistake, carried out a lot of horizontal expansion, trying to copy the mode of operation of the store to the Internet, so Beijing east is also difficult to have a future. When Jingdong Mall's 3C product sales reached nearly billions, Jingdong Mall CEO Liu In addition to the book, Department stores and other fields to expand, but also hope that through the open online platform to attract other independent web site to join, instead of using their own scale advantages, logistics advantages to earn other power business profits.　　But have this idea is not only Jingdong, Taobao Mall, Tencent, and even new into the suning easy to buy all began to expand the platform competition. For Suning easy to purchase, to achieve 2020 sales scale breakthrough 300 billion yuan, only rely on home appliances is impossible.　　In July this year, in Suning appliance has a very high prestige Li bin to replace for physical reasons resigned Lingguosheng as the general manager, he also recognized Suning easy to buy short board. Li bin believes that Suning's easy to buy operations team and Suning early rapid development of the entity chain, also lack of online consumer understanding of the habits and expand the product knowledge of the category, especially the current display of Suning Tesco products SKU number Dozens of times times in the physical stores, and also in the case of continuous high-speed expansion,　　This weakness is difficult to solve in short time by investment. For Taobao and Tencent platform, Li bin pointed out that every e-business enterprises are aware of the mainstream of China's future E-commerce, Consumer-to-consumer and the current "Platform for business" more just a transitional industry, is the market competition immature stage of the product, as the entity channels in the electronic market, The leasing type Computer City finally wants to be located in the large-scale specialized appliance chain enterprise. Responsible Editor: NF045