On the origin of vertical electric quotient--The different ways of two kinds of electric dealer bosses

Source: I black Horse Author: Wang Zesen

"I black Horse Guidance" as the ridge side into the peak, the distance is different. If a few vertical electric operators as the main line, from the founder of the point of view of China's vertical electric business mergers and acquisitions collapse tide, how?

First look at two: the first moment, Xu Xiaohui was founded in November 2010, the main slow-living apparel electric dealer, March 2013 by all the total purchase of customers, the new seven-day electrical network, Zuoyingjie was founded in May 2008, a sales of TV-based electric dealers, 2012 total revenue 880 million.

Although the category is different, but also do the vertical electric business, the same face of the biggest problem of the vertical electricity business flow, the direction is diametrically opposite, what solution?

Xu Xiaohui was born in 1977, graduated from the Beijing University, from Jinshan to Yahoo, and then back to Jinshan, and to where the goods, the last venture, the first to walk is a pure Internet path;

Zuoyingjie was born in 1975, graduated from South Central University, 7 years of Skyworth Marketing, 3 years of home appliances channels, walking is the traditional marketing path.

Let's look at a few other interesting vertical electric dealers:

Cotton

, underwear, socks electric dealers, closed in August 2012. Founder Lin, 3 years of overseas study work experience, the British MBA, one of the earliest companies in China, "cool" as product marketing Director, Jinshan early start-up staff, 17GAME marketing vice President, Aurora Interactive Vice president. Internet origin.

Massamasso

, men's electric dealers, August 2012 out of the acquisition, layoffs rumors, January 2013 also called Alive: "Masamaso in 2012 to achieve the scale of profit!" Founder Hong, who had fought in the traditional clothing industry for more than 10 years, served as Saint Paul and Wictor (Vicutu) Mister. Traditional industry origins, when he is no longer subject to the capital to stimulate the pursuit of scale, but to profit efficiency, return to traditional play, the company appeared a turnaround.

Lok Tao Net

, a few degrees of transformation, the earliest to do toys, after the shoe-type electric business, June 2012, the plan to change the brand of electricity, December, the loss of serious, the core team evacuated from Beijing moved to Zhuhai. Founder Bi Sheng, former Baidu marketing director and assistant general Manager. Internet origin, alert and introspection, led to several transitions.

Good fun to buy

, shoes, electric dealers, the end of 2012, due to financial constraints to seek sales, January 2013 outbound stop navigation site ads, Web site traffic plummeted. Founder Li Shubin and Luming, Li Shubin is the first search website CTO, and Luming has 20 years of experience in traditional industry areas. Combination of the Internet and traditional industries.

Famous shoe Store

, is located in Xiamen Shoe Electric dealer, from 2009 to 2012 sales are: 38.6 million yuan, 120 million yuan, 200 million yuan, more than 300 million yuan. Founder Xu Songmao, focus on footwear foreign trade 20 years of traditional origin.

Second, thinking, play different

The origin decides the thought, the experience dominates the method.

In the Internet industry, its Xing also Bo, its death also suddenly, rely on is the capital burns, the scale wins, fight is the battle; in the traditional industry, by the tenacity, by accumulation, see who live to the end, hand-to-hand combat, fighting is war.

Different origins lead to ideas, play a variety of three shoes are the most representative of vertical electric operators. The above Amoy, good music buy, the name shoe storehouse is the domestic three biggest shoe goods electric quotient, the category is same, the practice is like a thermometer three poles: Amoy in the highest, good buys the center, the name shoe storehouse lowest.

Amoy's Bi Sheng, full Internet origin, high and high fight, is the capital play, since its establishment in 08 has been four rounds of financing more than 70 million U.S. dollars, or even the model is the lightest "real store sales" do not have to pay to buy goods, sold and suppliers to checkout;

The Xu Songmao of the famous shoe storehouse, the complete traditional foreign trade origin, slow born slowly, is the traditional sale the play, the establishment has only received one round Alibaba 15 million US dollar investment, this is also based on Ali backstage sales data judgment above more than 60% sales from the sky cat and so on open platform. Xu Songmao's first thought was not to account for the size of the market, but the survival of the company. Can sell the product is to survive, therefore, he does the electrical business thinking and the traditional sales do not have two, "to someone gas place open shop", Taobao popular foot, he Taobao open shop, Jing Dong Popular, go to Jing Dong Open shop. As for Amoy, good music to buy later also ran to the cat and other open platform open shop, are something.

Good music buy is between Amoy and name shoe storehouse of practice, it is more than Lok Amoy literal storehouse real sell, "full warehousing" buyout mode, but also than the name of the shoe storehouse virtual large number of advertising, want to gather flow to do platform, so far has been a three-wheeled financing more than 80 million U.S. dollars.

Jump out of these three shoes, the previous mentioned new seven-day electrical network development is also more special.

The new seven-day electrical appliances CEO Zuoyingjie in the electrical business is not as well-known as the first Xu Xiaohui, as the original Bowser Zhiquan. He made the new seven days, walking slowly, but survived. At first he and other do vertical electric business website boss is not two, want to rely on the official website to achieve sales, even the accumulation of traffic to become the second Jingdong. The new seven days also and Bowser net predecessor century Electrical network competition, both are not very good.

In the survival has become a problem, 2010, the Century Electric network by the Gome purchase renamed Bowser Network, and the new seven days also to solve the survival found another safe play. It operates for Skyworth at the official flagship store of the cat, where Skyworth's cat sales rose from 4 million to 100 million. In the 2011, the new seven days took over the operation of the day cat of LG and Asia. By the end of 2012, the new seven-day operation even surpassed the business of the company, accounting for the total sales of 65%, on behalf of operating part of the gross margin of about 10%. In the winter of the vertical electric business, the new seven days to the conservative posture to explore a "business official website + Day Cat flagship store +3C Trust" New Road.

Solution of Vertical Electric quotient

The solution to the vertical electric quotient is divergent. A person in the industry has given a solution based on traditional marketing thinking.

Both online and offline should follow the nature of business and the basic logic of business. In the traditional commercial sales, there are various categories of vendors, different styles of shopping malls.

Wangfujing (600859, share bar) pour you can go to Carrefour, Carrefour down you can go to Wal-Mart, this person's large volume of commercial real estate platform must exist. The internet is also so, rather than do a vertical electric dealer is not as good as a certain category or a brand of distributors, cat, Jing Dong, and so is the flow of those people are very large shopping malls, which shopping malls of the popular foot, certainly in which shopping malls to do business.

First-time, cotton and other vertical electric dealers, such as in the remote suburbs opened a shop, then you do in addition to do brand products, but also a job, spend a lot of money to advertise, rent a bus from the urban center to the suburbs guide, it is thankless, the cost can not come, if the capital does not give support, can not continue to survive. Day Cat, Jingdong platform is the Internet commercial real estate, preferably by the real internet companies to do, take the system, gather people is what they do.

People who have done traditional industries, are more realistic, first to survive, and then develop, to scale. So, if we can draw a conclusion that the future is not so good, at least so far, most of the vertical electric operators can survive, the main members of its founding team have experience from the traditional industry, most of the buyers or deaths of vertical electricity, the founder of the main team members are from the Internet industry.

Of course, everything is not absolute. Is this inference tenable?