Shanxi Electric quotient gain and loss between

Turn on the computer, enter the network, browse through the mass of information selection, then click the mouse, complete payment, and then wait for express delivery ... In this era of "universal online shopping", no one can resist the commercial changes brought about by the Internet. Data show that in 2012, China's online retail market transaction size reached 1.3 trillion yuan, an increase of 64.7%. Among them, in 2012, our province pays the treasure the user per capita expenditure is 4979 yuan, compared to 2011 soared 70%.

E-commerce is the use of micro-computer technology and network communication technology for buyers and sellers do not meet a variety of business activities. "Either the Internet, or the Internet," the growing scenery of the unlimited e-commerce, not only attracted a large number of Shanxi netizens, so that Shanxi has become China's online purchase orders to increase the fastest growth in the provinces and cities, but also attracted a lot of Shanxi businessmen have to test water e-commerce. However, the Shanxi electric business is embarrassed that, although Shanxi netizens contributed tens of billions of yuan of net purchase volume, but the amount of these amounts injected into the field of electric dealer's pocket, I province to obtain the net purchase order quantity is pitiful by comparison. Shanxi electric Business still has a long way to go.

1. Small and beautiful Consumer-to-consumer shop

In the provincial capital Street, asked about the form of e-commerce, people's impression mostly stay in open shop selling things above. This is the Shanxi people's initial understanding of E-commerce.

It is understood that the Shanxi people open shop in Taobao at the earliest six or seven years ago, the net sale of goods also to "Shanxi native products" mainly. Now in the Taobao input "Shanxi" search shop, get more than 3,800 shop, home display ranked in front of the shop is almost still exclusively "Shanxi native products."

However, compared with the developed coastal areas, Shanxi shop development scale is still very weak. Even after a few years of today, in Taobao search "Shanxi specialty", the 1907 shops found, 545 are located in Shanxi, of which only 22 reached crown seller level. In many Shanxi shop shop owner's efforts, Shanxi Taobao shop sales steadily increase. Wang Xiao Gang farm products monthly sales of more than 400,000 yuan, also do the Shanxi specialty of the tiger month sales is close to 2 million yuan. Inspired by the "success" model of these large and small electric dealers, more Shanxi netizens have come in and developed more of the category of online stores.

January 18, 2013, Love Province Mall CEO Yang Yaqian and other 6 electric dealers launched the Shanxi Electric Business Club held a grand 2012-year meeting of Shanxi electric business. At the annual meeting, almost all the electric dealers on the stage are Taobao Crown store and cat flagship store owner. These persisted, has become the Crown seller's shop owner, was pushed to Shanxi electric trader's industry leader. Amoy Baoshan Village shop Wang Xiao Gang, get Taobao 2012 of the world's best rural Electric Dealer Lai Doll Rectification food shop Yang Shaofeng, was invited to speak on the stage. In the meeting, there are Shanxi water tower Vinegar Industry Co., Ltd., the day of the old cat Vinegar Square flagship store, Cat Ninghua mansion flagship stores, such as the red Store representatives.

Shanxi Tian ' an Xinda Trading Co., Ltd. General manager, Lily&lucy Brand founder Lang Yongbing to the media that the current Shanxi active small and medium-sized electricity Shangyo has more than 4,000, the same day to attend the conference of 170 electric dealers, one-third to achieve a drill level and into the day Cat Mall, One-third by 0 credit to achieve five drilling level, the remaining one-third is to do the supply chain.

However, it is clear that E-commerce is not limited to a single shop model based on a Third-party trading platform. Along with the springing up of the network to buy a new model, open shop is not a rarity. E-commerce itself, also in the past several years of the consumer (Business-to-consumer, business e-commerce for end consumers), Consumer-to-consumer (Consumer-to-con-sumer, personal and personal E-commerce), business-to-business (business e-commerce), etc. Traditional "mode, to the deeper level of economic mainstream expansion. This is why there will be experts to enter the threshold is lower, by dealers, students and even farmers composed of online shop practitioners known as the "network business" rather than "electric dealer" the main reason.

Some people in the industry even said that the Shanxi Electric business group, the real familiar with E-commerce, can be the website marketing and product supply chain, logistics warehousing and distribution, such as electronic business process professional scientific integration of the rare. A part of the network in the beginning of the shop as a small entity shop sales supplement, and some from the dealer or trading company transformed into, the strength of small, lack of capital technology, single fight is its characteristics. Some of the network business is derived from the IT industry, although the knowledge of technology but lack of channel marketing and development is limited.

On the website of Shanxi Electric Business Club, there is an article "a sample of the failure of the e-commerce business start-up: Vertical poor to do" articles, of which the risk of the portal site is constantly mentioned. The initiators of Shanxi Electric Business Club, starting from the current situation of the mountain power industry, put forward the development goal of "small and beautiful" to build Shanxi electric business ecological circle.

2. Specialty Electric Dealer's O2O Dream

However, some people are willing to join the independent E-commerce site.

Shanxi native products, become the investment of these people preferred.

The huge consumer market in other provinces is undoubtedly the basis of the development of Shanxi native products.

Baidu Search "Shanxi specialty Network", will appear good Shanxi specialty nets, specialty nets, Shanxi specialty information network, I want to mall, Shanxi Specialty News network, such as a number of sites located in Shanxi Specialties on the website. These with Taobao, cat and other Shanxi specialty shops coexist in the independent site, are in their own way to explore the survival of the road. Although, there has been a natural demise of the site, some have been suspended service, but there are persistent people are still groping to insist.

Qin Jianxiong is a member of the CEO of many Shanxi specialty network. Shanxi Electric Business Club during the 2012 annual meeting, he is non-stop in Beijing, Shenzhen and other fields, for their official online last September Shanxi specialty Network (www.360uc.com) to do optimization promotion, to seek a better mode of operation cooperation.

Once in Shenzhen and other place dozen years of Qin Jianxiong to the coastal area developed e-commerce feeling quite deep, in 2011, he set up Shanxi Jia Bao Hui Trading Co., Ltd., with more than Shanxi brand specialty enterprises to reach cooperation. After a long period of time, he began to demonstrate the feasibility of setting up a specialty network in Shanxi province. March 2012, he contacted with Beijing Search Network Technology Co., Ltd., began to cooperate to build the website. September 2012, his Shanxi specialty network completed the overall website test started trial operation.

In the incubation of the website, Qin Jianxiong will devote more energy to the construction and development of specialty sales channels. He used the propaganda advantage of the site and Shanxi local manufacturers to discuss cooperation, with more than 40 specialty enterprises to reach the intention of cooperation, and in Beijing set up a direct shop, the product involved in jujube, vinegar, walnuts, edible oil, beef, donkey meat, small grains, millet, beverages and handicrafts.

The website brought him the possibility of deep cooperation. Trial operation Stage, won the favor of a Beijing group, successfully become its national more than 200 specialty franchise chain suppliers, and began its distribution. The site has also been sensitive to the attention of southern retail wholesalers, the site from the beginning of the operation to the Spring Festival, received from the South Wholesalers Walnut, Red jujube, millet, large orders.

Qin Jianxiong His electric business model as "B2B2C", he also has a big plan, that is, Shanxi specialty enterprises to achieve the overall packaging operations. He wanted to let manufacturers participate in, become passive, a high-quality specialty manufacturers only need to invest in a chain of physical stores. If 60 companies are involved, to 60 stores as a unit can cover the radiation of each region of the city, these entities store quality products can be achieved free circulation, and the site only in these 60 chain stores on the basis of the implementation of a unified network management marketing, you can easily achieve the same city distribution, and the formation of export forces.

If this plan is realized, this kind of line is combined with the "O2O" mode will be able to better integrate Shanxi specialty resources, realize holding regiment operation, scale operation. In 2013, Qin Jianxiong plans to build at least 10 Home Depot or direct store in Taiyuan, the provincial capital, in order to promote specialty enterprises to join.

However, the most Qin Jianxiong worry is that the specialty manufacturers and the website and channel business between the three parties distrust. In the negotiations with the Shanxi specialty enterprises, he felt that the manufacturers "can not sell the amount I do not take you seriously, the sale of the amount of the status reversal" of the backward concept. This is in contrast to the idea that the southern merchant should earn a penny. and Shanxi specialty enterprises are mostly small and medium scale, there is no strict production concept, the quality of goods is not good, the requirements are not fine, the market is not keen enough, product packaging generally backward.

In addition, the Southern enterprises and Consumers trust in E-commerce is higher, and Shanxi consumers to pay treasure and other online transactions of suspicion also let Qin Jianxiong feel helpless. Helpless, the site is now doing more marketing promotion, and then online orders, to the entity trade.

The "vertical" mode of "Business-to-consumer", a lot of electric dealers are reflected in "burning money", bad to do. Some electric dealers even want to open a Taobao shop to forget. But the site can undoubtedly provide more value-added services for customers, I would like to make their own network of Shanxi specialty Shanxi specialty community, Shanxi specialty propaganda platform. Some of the ideas are still vague, is constantly clear in the process, I will stick to it. Qin Jianxiong is optimistic about the future of Shanxi specialty electric dealers.

3. Sams Failure sample

Sweeping all the waves of e-commerce, so that many traditional enterprises also seek to set back to move, began to transform the electricity business. At the end of June 2011, relying on the Sams entity chain supermarket Sams Network super formal online. However, at the end of February 2012, this so-called Shanxi province, the first online supermarket super test operation six months after the sudden closure, has not been restarted. This incident, so that Shanxi electric business often in the development of the following lesson.

With 6 square meters of supermarket chain stores, the Sams behind the strength of the network is not very strong. Prior to operation, the SAMS board conducted several rounds of feasibility studies on the project, and prepared technicians, business elites and the backbone of operational process management, doing a lot of market research and industry analysis, and finally passed the feasibility report of the project.

After the project was adopted, the newly formed Shanxi Sams e-Commerce Co., Ltd. began to employ technicians and the next management. Until the end of June 2011, the formal launch, such preparations for six months. In order to improve consumer satisfaction, so that the maximum network services, to ensure that the goods in the shortest possible time to the hands of consumers, Sams network in Taiyuan has set up nearly 100 distribution service stations, through the community "life consultant", in order to provide consumers with fast door-to-door service, Also provides professional commodity information guidance and collection generation, including door-to-door collection of water, electricity, gas charges and other deep-seated services. They also plan to invest in the creation of a large logistics center that serves not only the internet but also the surrounding supermarket convenience stores.

Sams management has even drawn the blueprint for the next 3 years: Shanxi Sams Electronic Commerce Co., Ltd. will build Shanxi's first e-commerce as the main body of the listed companies, and become Shanxi and even the national network supermarket industry leader.

Relying on Sams in Shanxi strong brand influence, running only two months after the Sams Network Super Member registration volume reached 125000, the daily sales reached 100,000 yuan. But at the same time, some ills are beginning to be exposed. At the beginning of the operation, it was proposed that the entity shop and network super Whether or not conflicting concerns a prophecy. First Network Super shop and physical store goods the same price, coupled with delivery costs, the net super goods a few advantages, but the network overshoot low prices will impact the physical store sales. Second, the network is not independent of the storage, the two goods from the same inventory, into the delivery channels are the same, and independent operation, the sale of the sales chain is difficult to achieve the perfect inventory number of coordination, but also formed a real conflict. Although has always claimed that "stones", to take "progressive marketing strategy", but the early stage of the basic adoption of a more advanced Mengjin strategy, "a little anxious to go."

Industry insiders also believe that the Sams network over the beginning of the extensive establishment of hundreds of distribution service stations to make its cost increase, however, due to the lag of goods and transportation and the restriction of small traffic in Taiyuan City, these distribution service stations did not improve the delivery speed and quality, but the planned logistics center stranded finally made the original promise of "let shopping become simple , fast "smooth logistics become a short board, but also become" the last straw crushed camel. "

Sams Network Super Set up, only in a short period of time played a Sams supermarket service extension function, the actual operating mechanism and market development dislocation disjointed, give this brave attempt temporarily painted a full stop. It is said, turned out the Sams net super quietly curtain, become Sams supermarket manager so far can not erase the pain. "E-commerce is based on warehousing and logistics as the core of the complete supply chain, from the core of commodity processing, commodity information management and processing of orders, to the delivery of customer response, order changes, as well as the return of goods after-sales service and other links interlocking." For traditional enterprises, E-commerce is a new field, the need for professionals, a good system to be successful. A professional commented.

4. Unexpected business opportunities for the Rock network

Before and after the Sams net test water, careful people found that the provincial capital of Taiyuan, part of the shopping malls, supermarkets quietly appeared in a shape similar to the bank teller machine machine, this machine can surf the Internet, login to a "Rock Tao E Window" page, the page not only has the discount information in the market, and use mobile phone to shoot its pop-up such as movie tickets coupons, can be used for preferential consumption.

Moreover, recently, the reporter found that the network of Sams Supermarket network, also by the company called Rock Tao set up. On the webpage, Sams's activity announcement, the discount promotion information all has the embodiment, even also has specially specially a "handset talent member discount" the column. At the top of the page, "Congratulations to the Rock online shop food column has 100 cooperative catering enterprises," the information is constantly rolling. And at the end of the page, marked: "Rock Tao e window machine, Wireless broadband (Wi-Fi) and other equipment, are provided by the Rock Network company." This site by the Rock Tao Shop design and update maintenance, content by the Sams supermarket to provide. ”

Li Rongrong, deputy Director of Wireless Broadband division of Shanxi Rock Network Co., Ltd. told reporters that the company, which was founded in 2003, is not a professional field, and has been focusing on value-added telecom services to provide high-speed fiber broadband access to users.

"We have a fiber-optic network advantage. We give the shopping mall supermarket not only provides the Rock Tao E window net machine and the Wi-Fi coverage (may realize the public place free internet access), moreover provides the omni-directional Internet service, including the Ultra content production release update, the broadband access and so on project. Wang Chuntao, general manager of the company, said.

But Li Rongrong introduced, has begun to provide users with the city shopping coupons company, at first in the business Super Set Rock Tao E window net machine purpose, just for the business to show and publicize their own, and did not expect to do e-commerce. For the business to provide two-level domain name, the production of Web pages, publishing promotional information and other Internet services, but also as a place to exchange the machine conditions. The coupons, which were later offered, were not originally intended to engage in e-commerce, but to increase the click-through of their nets to better serve the propaganda. At present, its terminal equipment has invested more than 120 units, almost everywhere in Taiyuan City. The placement of the Rock network machine is indeed for its fiber broadband access to increase the volume of business, at the same time brought about by the visibility, but also attracted such as Jin-Hui and other dedicated to the city shopping e-commerce online mall. The electric dealer in the Rock network platform opens again the shop, the independent management, creates the transaction in the website, and the Rock Tao profits. Rock network machine has also attracted some traditional enterprises, such as the Taigu "New Bing Kee", is to discuss cooperation with it, hope that the platform to promote its products. "It used to be our initiative to update businesses. Now businessmen consciously have this idea, reflecting the traditional business philosophy of e-commerce changes. ”

Over the past two years, the Rock network machine after several replacement, screen enlargement, support touch screen, and set up a smart phone charging jack. Page also after several revisions, the current page left half of the shopping malls, the lower part of the display of business services provided. The right half is the service navigation within a kilometer range of the location. Just click on the search, near the basic necessities and other information can be sweep. Rock Tao hopes to build a bridge between merchants and consumers through its network coverage.

Three operators to reduce prices, fiber-optic broadband profit thinning, but also the network companies to consider restructuring. After the increase in visibility, the rock network has previously wanted to work with the electric business group, and jointly promote the idea of the market gradually clear. "The network Super Union although does not do now, but it certainly is our direction and the goal." "Rock Network has tried to negotiate cooperation with Sams, hope to restart Sams Network Super, but was declined." Banks have shown a strong interest in it, hoping to use its technology and influence, to support their customers to provide electric platform. Rock Tao is also trying to make its terminal network machine into the community, further expanding the impact. It is understood that the company's wireless broadband division is currently not to achieve profitability, with the Sams network over the lessons, they are waiting for the ripe time to get involved in the electricity business. "We still have a lot of deficiencies. ”

5. The electric dealer of the group win the Hope

In the actual operation, Shanxi traditional electricity quotient's backward idea, let Li Rongrong ironic. Rock network machine in the rich hundreds of stores to collect information online, some businesses are unwilling to provide information, because the fear of peers know its "trade secrets." and the Rock network machine is provided free of charge to the backstage of the Ultra, also not be full use, some business exceed even send person update content.

Reporter survey found that, like the Rock network, from the traditional IT industry gradually transition, and finally began to test water e-commerce enterprises. such as Love Province Mall, 520 adventure Brand Mall and other website operators, but also the physical computer store distributor.

For logistics costs, and other aspects of consideration, Shanxi's some electric dealers, like Rock Tao, look to the same city shopping. Li Rongrong mentioned Jigme, is one of them. As a snack retailer, since 2010, Jigme has set up the local first online sales platform for the company through E-commerce boom. The promise of two hours of free delivery in Taiyuan City, supporting the payment of goods, and thus accumulated a large number of loyal consumers. In 2012, Jigme developed a perfect development strategy under the line expansion line. The laying of four physical stores, and began to recruit to join the store, hope that through the line under the combination of online to bring consumers a better shopping experience.

E-commerce is the inevitable trend of development, and the combination of entity and city has its advantages. 2011, Shanxi Hundred Things Help Technology Co., Ltd. Taiyuan Pepsi Help Online Mall operation, and play services in the city's Network + physical convenience store shopping technology-oriented E-commerce company banner. Its web site and distributed in the main urban area of Taiyuan, the Internet chain convenience store combination, shelves of goods near million.

In addition, "with the city to buy" site proposed the formation of "with the city to sell business Union", determined to converge local business integrity shop, organize the city group buy second kill activities ...

And some community web sites, through the organization of various activities, but also attracted a large number of netizens in the city to participate, gathered a lot of popularity. In recent years, such as the media attention of the Jin-Lao West Network, uninterrupted organization of netizens to participate in various activities, and the use of accumulation of registered members, attracted a lot of entities to participate in the formation of a total win. Its outdoor tourism, catering consumption, wedding parents, car purchase and other channels have gradually become the main force of the site.

In the interview process, the net purchase becomes the new trend and trend of the national consumption, Shanxi new net buys the user's blowout potential to let the electric quotient be full of optimism. However, many electric dealers also expressed concern about the white-hot E-commerce competition, before the entry to build a higher threshold, talent gap, a large number of advertising costs of investment and logistics warehousing constraints also make the lack of funds started late in Shanxi electric dealers at a loss. Shanxi Electric business More hope that the government's strength to participate in, to provide more lenient policy support and financial technology support, to guide Shanxi electric dealers to end their own predicament, holding group development, and common achievements in Shanxi electric business of a better future.