Self-owned + platform homogeneity mode: The competition of electric quotient in the future tends to be monotonous

It is not as easy to imagine that E-commerce platform requires a lot of money and a good resource integration capability. I talked to my friends at the beginning of the first half of 2012, and they all thought that there was bound to be a war between Jingdong and Ali this year.

The first reason is naturally to seize the opportunity to go public, the second is that Jingdong wants to enter the field of open platform, to bring their own profits, and Alibaba will need to make the cat into an independent brand, strengthen the concept of the business. So both sides in order to rob users and Merchants trust inevitable war. Therefore, in the first half of 2012, both sides in addition to the surface of various price promotions, and often there will be a variety of core data "accidental leakage", the public has also been in full swing. Then in August, Beijing and East launched a "dozen Suning gome" price war, but aroused Suning and Gome in the electric business platform for its competitive ambitions. Then Tencent again with the aid of Xun to kill into it, the target also chose Jingdong Mall.

These after the 3C electric power dealers, have chosen the same road, proprietary + platform, looks very familiar, right? And they are listed as the goal of Jingdong Mall touch the same, plus when, 1th stores, Amazon China, 2013 platform-type electricity quotient, here in addition to the cat with double 120.1 billion yuan sales scale widening gap , other platforms will face a highly homogeneous competition.

Why to do the platform, the truth is very simple, platform profit model is based on the turnover of services and advertising costs, relatively "light", relatively high gross margin, but also to make up the category of short board, and 3 C, books, supermarkets, these transactions are quite large proprietary business, gross margin is usually lower.

There is no doubt that the platform is the direction, but not every electricity dealers have the ability to platform, the need for capital investment, user size and resource integration capabilities.

Take a look at the current situation of the above electric operators open platform:

Jingdong Mall: January 2011 launched an open platform, this year to the Beijing-East CMO Lan Ye Direct Management, logistics service system has been open to the platform, this year plans to launch an open platform advertising system, the second half of the platform business will be really exerting its own logistics system, has been built in Asia 1th will be for quality business services, Currently it has 13,000 platform sellers.

Suning easy to buy: July 2012 launched an open platform, on-line when the brand and vertical category of shopping sites reached more than 3,000, suning easy to buy through the acquisition of Red Child expansion category, the future 600 cities distribution resources will be open to suppliers.

Gome Online: December 2012, Gome integrated Gome online and Bowser two platforms, independent of the "Bowser" brand dedicated to do open platform, its support advantage is Gome's powerful offline warehousing and distribution support. As the top 100 days of the cat into the business, Bowser but chose to quit the day cat, the reason is to focus on the platform.

Xun Network: The main B2B2C concept of QQ online shopping at the end of December 2011, Tencent Holding Xun network, Tencent will be Xun network for the main brand, complete with the integration of QQ online shopping, in the Xun established under the proprietary system of warehousing distribution and customer service system, The future will be used as Tencent's basic service system for business.

Amazon China: Launched in July 2011, third party sellers in addition to the platform to open shop sales products, but also enjoy the "excellent Amazon Logistics" service, that is, by the superior Amazon to provide warehousing, delivery, distribution and after-sales service, the future will help domestic goods into the global market.

If there is a slight difference in the category of Self-and, in the platform strategy, homogenization degree is more serious, because the choice of the merchants Limited, and they are all kinds of platform for competition, choice of space and the right to speak more than before. Because the merchant is limited, therefore on the different platform often is the same batch of merchant.

And each electric dealer to do is similar: increase the flow and user conversion rate, and business docking IT system, provide logistics warehousing services, so that businesses tilt more resources to their own platform. This is a consumption of human and physical and financial resources of the competition, Gome online, suning, Xun network are also facing the problem of integration, so which can be more effective is still difficult to tell.

However, it can be expected that the 2013 electricity market competition may be more "boring", there will not be a few years before springing up all kinds of vertical websites, original brand and group purchase website, the trend of the development of the electric business industry in China, as well as the profit problem that the electric trader faces, all decided they want to be bigger, all need to be in the self + Platform of the homogenization of the model to kill a way out.