Talking about the platform electric quotient

The Matthew effect of the electric business industry is being upgraded, and the first ECHELON Enterprise has developed into a comprehensive platform from the beginning of the vertical electric business. After the horse-race enclosure, the price of blood spell, the future of the development of platform enterprises on the refinement of management and user experience to upgrade the will pay more attention to .

Day Cat: On line Shoppingmall on the road

　　2012, Taobao Mall's first press conference is to announce its name renamed "The Cat." Although Ali has positioned the cat as the business of its e-commerce ecosystem, the cat model is completely different from the other. If the Amazon, Jingdong is a retailer, then the cat is actually a shoppingmall, it earns not retail profits, on the contrary, commercial real estate "rent."

Based on the Taobao platform to grow up in the days of the cat Taobao from the Independent to the merger, and then split. With the rapid growth of Chinese mode, the cat also stepped up its own pace of independence. November 2010, the independence of the domain name, June 2011 from the Taobao spin-off from the Independent management and operation. And October 2011 launched a new rule caused a stir, but the purpose is to complete the classification of market business management and upgrade, after the capital in winter, Taobao Mall and introduced 38 independent companies. January 11, 2012, Taobao Mall announced the new name of the day cat.

Although the president Zhang Yong does not admit, but some industry people will interpret their actions as "to Taobao." Cat was born in Taobao, its large number of businesses are Taobao began to enter the sky Cat. Cat platform more or less with the gene Taobao, and this gene for the network version of the United States "Five Avenue", France "Champs Elysees" street is undoubtedly unfavorable.

Zhang Yong revealed that Taobao Mall in 2011 the annual turnover has exceeded 100 billion yuan, is 3.5 times times 2010, daily average number of independent visitors to break 10 million. The whole e-commerce industry, both in terms of trade size and business model, the cat seems to have no competitors. However, with the rapid growth of the number of its merchants, the huaiguitai of foreign businessmen, the quality of service and the quality of goods are still hidden. No control of goods, only the information flow of the cat, its management boundaries will be more and more big. How to unify a large and small merchant under a management framework, how to let the user experience a unified and quality service is its 2012 years or even in the future a long time challenge.

Amazon China: "Latent" exerting force

Amazon China is a "latent" competitor for other electric companies, and it is very low-key, which is interpreted by some media as Amazon does not value the Chinese market. In fact, as a few multinationals in the E-commerce industry, Amazon's market strategy tends to be robust. The third-party open platform business, for example, accounted for more than 30% of Amazon's global share of the world's third-party open platform in 2008, and has maintained steady growth over the years. Amazon's revenue from Third-party sellers is mainly based on GMV Commission. Data show that the operating profit margins (10%~15%) from Third-party sellers are much higher than the operating profit margins of proprietary businesses.

However, in China, Amazon is not eager to open the platform of business, its competitors Dangdang and Jingdong Mall in 2010 large-scale open platform business, Amazon China until 2011 only officially open platform, and attracted many international brands to enter.

Amazon China never publishes its trading data. Its biggest advantage is the technical advantage of Amazon's supply chain system, with its inventory and logistics system layout, this advantage is more apparent, in late October 2011, the Amazon China Shanghai Kunshan Center 120,000 square meters warehouse operation, so far, Amazon in China has a total of 400,000 square meters of storage centers, 2012 will also increase the size of the warehouse center of the same size.

Does the proprietary business need such a large storage area? The answer is clearly not the case, the open platform in 2011, Amazon China will increase investment in 2012, although the strategic decision of Amazon China is constrained by the United States Headquarters, not like the local electric dealers held high dozen, barbaric growth, but whether it is cash reserves, technical systems, warehousing logistics layout and the team, Amazon China will be an endurance player during the long-distance running of electric dealers. Of course, the combination of American-style management and technology with the characteristics of China's market will be a long-term proposition.

Jingdong Mall: "Burn" the money on the hardware

Who is the competitor of Jingdong Mall? On the surface is Taobao department. Recently, on a Amoy network published online shopping data, the two sides again played a war of saliva. 2011, Jingdong and Taobao between the war is very high-profile, from the end of the cooperation with Alipay, to later openly refused a Amoy net crawl. Liu not conceal his toughness in the competition.

In the market competition through the Liu know that in the early stage of the industry's incremental market, the competition did not really start, once the increase slowed down, the industry in the real fight before the start. For the e-commerce industry, is still in the incremental phase, at this stage, each home in happy enclosure, take a variety of ways "circle" users.

There is no doubt that Taobao will be the future of the Beijing-East competition must climb a big mountain. Since Jingdong's deal size has accounted for one-third of the market share, faster growth can only dig Taobao market share, the Taobao users pull over.

Liu the competition to enhance the user experience. Through the rounds of financing, Liu smashed a large amount of money in warehousing logistics, in addition to the construction of the Beijing-East's own logistics team, but also invested heavily in the establishment of Asia's largest warehouse. In the industry's first launch of the "211" user experience standards, forcing Taobao to accelerate the investment in the logistics, had to accelerate the threshold to upgrade the merchant, had to increase the crackdown on fakes to stabilize their preferred access to the Internet position.

Will the money "burn" in the hardware into the Jingdong Mall 2012 also intensified the investment of brand promotion, by Honglei endorsement of the ads flooded with various television channels.

In fact, for Jingdong Mall, its biggest competitor is its own rather than Taobao department, because Jingdong Mall is a retailer, and Taobao Department of the company are platform model. With the expansion of the Beijing-East transaction scale, the management of goods, user management and cost control will put forward great challenges to their own management.

Dangdang: A painful price war

November 16, 2011, when released in the third quarter earnings, the third quarter income of 908.9 million yuan, an increase of 50%, but net profit loss of 73.4 million yuan. Earnings show that Dangdang loss is mainly due to strategic logistics investment, the reduction of gross profit, low price strategy implementation, marketing costs rise and other factors. Data show that Dangdang three quarter gross profit margin of 14%, the year-on-year decrease of 11%.

As the first listed company in the electric business industry, Dangdang in the era of the electricity business, life is not easy. Although the whole network shopping market scale expands unceasingly, but the electric business enterprise all is burning the money happy enclosure, has not been able to realize the profit, but this burning money industry may also continue.

For Beijing east, which holds huge sums of money, it is an inevitable choice to scale by burning. Therefore, Jingdong Book category one line on the price war, and for the listed companies when, this do not profit price war is obviously more uncomfortable.

Dangdang and Amazon China (formerly Excellence Net) in the book field has always been an old adversary. A few years ago, Amazon's acquisition of excellence, due to the Chinese market to adapt to cyclical problems, market share was when dumped behind. Jingdong Mall to join the book market competition for Amazon to catch up with the opportunity.

While the department stores have strong sales momentum (the business grew by 152% in the third quarter), the ongoing price war and the three-state online book market will be a huge threat. Although recently when the E-book strategy began, but in the profit, e-books in the short term can not contribute.