Ten survival strategies not solved electricity business cold winter: The alliances intensified

Original title: Ten Survival Strategies not to solve the electricity business cold winter

It Internet industry has been chaos for another year, in order to review the past, more prospects for the future, The Economist will launch a series of inventory articles, analysis of the industry flourishing and desolate, the first selection of the current still the hottest e-commerce, interpretation of the electrical business "winter years" large and small enterprises survival strategy.

Ten events of the 2012 electric business

March

Transformation of the Soup

Baidu Adjusts Philharmonic Live

After the loss of the company's cool days, China's search industry boss Baidu more urgently told the industry: I am not playing not to turn the electricity quotient. Obviously in the physical type of electricity business is not very sensible, this time it adjusted the strategy, in the middle of March 12, the new live consumer community Philharmonic Live, a plunge into the O2O (online to Offline, that is, let the Internet become the front line of trading) the market blue ocean.

According to Eric's data, the business potential of O2O is not small, O2O market size of 98.68 billion yuan this year, the figure is expected to climb to 418.85 billion yuan by 2015, but this figure than the physical network to buy the market size still has a certain gap, is expected by 2015, the volume of business Transactions of 1,348,640,000,000 Yuan. However, rather than seeing the electric business giants in the physical Gongchenglvede, it is better to sneak into the O2O industry a piece of talk.

Dotting the eye: is the search for the blue sea, or to return to the second? The result will prove everything.

March

IPO invalid

Only the goods will bleed on the market

This year China's first and only one by one companies to achieve the U.S. listing of the company's business discount, the official landing on the New York Stock Exchange on March 23 night. Before the opening, only the goods will be announced before the 8.5-10.5 U.S. dollar pricing range by 23.5%, set to 6.5 U.S. dollars, the size of the financing will also be reduced to 71.5 million U.S. dollars.

The net loss of $1.5 million, like other domestic peers, is still not out of the shadows, according to the latest release of the only three quarterly earnings, in which Macaulay, the first-listed electric-business firm, has fallen below $1 trillion in only two years from a price of more than $16. It is worth mentioning that the only goods will be listed at that time by the industry is considered to be "electric business enterprises Open the sign of the IPO window", but up to now, no one of the electric business enterprises to submit a listing application.

The focus: not the electric companies to lower their own IPOs, but the IPO simply does not look at the current Chinese power companies.

May

Split bets

Tencent Electric Business Independent

Although Tencent, China's largest internet company, has been in the business for a long time, in 2012 still unable to gain a dominant position in the electric business, its positioning in the Consumer-to-consumer Pat Net and the enterprise of the QQ Mall is always tepid. Unwilling to let the electric business passed other people's Tencent forced to significantly adjust the structure of the electric business, May 18 announced that the separation of the power industry is the focus of resources to Bo again, or Zhangbao?

According to reports, Tencent board chairman and CEO Ma has made it clear that the electric business as an important strategy of the company, he said, "Any internet company's future traffic will also be sold to E-commerce companies and E-commerce platform, it is impossible to ignore the development results."

Obviously, in Tencent's powerful traffic behind, the electric business becomes it has to attack the city, as for the effect of the adjustment, the analyst has thrown "perhaps 35 years later can be effective" prediction.

The eye of the eye: Giant's appetite is very big, Heart also not dead, but have this luck?

September

Cut your wrist and protect yourself

Where the customer layoffs shrink

It seems that from the last six months, about where the news on the contraction of the staff of the Temple, went down the altar of every customer in order to solve the problem of inventory and huge loss, at the expense of cutting business retreat, and September 3 for its own logistics company's cutting is just a customer cutting wrist self-preservation strategy.

Although Fank denied that the layoffs were related to the listing of four-quarter earnings, however, the industry understands that reducing manpower costs is the easiest way to improve finance, otherwise, every customer has not yet made up the hole of 27 yuan per net loss, it has been eliminated, want to realize the listing is not talk about.

In fact, like Fank, in order to occupy more market share advantage as soon as possible, the extensive development of the site in the fund is abundant, there are few, the group purchase site is a clear example, once the capital stop blood transfusion, only to cut meat to survive.

The eye of the eye: the market cannot forever give the enterprise the opportunity of trial and error.

August

Hold a regiment to be solved

Group F merges with high friends

Last year, the scenery Unlimited group buying site has died in batches this year, in order to more market, the industry's top 10 to close the station, layoffs, mergers. As long as can live, even the original brand can give up. Following the August 1 Group F and High Friends merged, the beginning of the December F Group and QQ Group buy These two are boat is completely integrated into new highs, which means that F Group and QQ Group will no longer exist.

From the data, from the August Group F and senior friends of the formal merger, the Group F to October Market size of 87.42 million U.S. dollars, 74.29 million U.S. dollars and 70.31 million U.S. dollars, ranked the top five in the industry, and high friends and QQ group did not squeeze the first 10 ranks. To the industry's nervousness, the entire group buying market has been shrinking for nearly two months, and the user size is even lower than the same period last year.

Dotting: The scale effect is a good thing, but the 1+1 is not necessarily greater than 2.

July

Reorganization speed

Ali Reorganization Business Group

After several big internet giants have frequently laid out electric dealers, industry "Big Mac" Alibaba Group has also been forced to make new moves, in order to reduce internal friction to maintain a competitive advantage Ali group announced on July 23, the reorganization of Taobao, a Amoy, day cat, Poly cost-effective, Ali International business, Ali Small Business business and Aliyun seven major business groups. In the words of Ali, to speed up the "Onecompany" plan.

This seems to prove that Ma Yun said two years ago that "Taobao will not stop waiting for you", and from the current situation, the whole Alibaba Group will not, although he has 90% Consumer-to-consumer market, nearly half of the market size. However, the electric business peers of the fierce pursuit, the internet giant's heart not die, let Ali continue to speed up running, according to the competition situation this year, stop is very likely to be surpassed.

Dotting: Live Through hundred years, die only a second, survival is the true proposition.

September

Merger enclosure

Su Ning buys the red child

Although the adoption of other children than their own parents, but in order to plug in the various areas of Suning easy to buy the banner, Su Ning also had to buy a few non-family, September 25, he is looking at the 8-year-old mother-child type of electricity Shanghong children to help them accelerate the realization of "go to electrical", And the industry believes that Su Ning's merger of Red children is just the beginning of its acquisition strategy.

In fact, from this year, suning Tesco in the price war and the high profile of the mouth, as well as its single and Jingdong Mall to challenge the development of the cat "Double 11", Suning easy to purchase the ambition has not only in the 3C market, can say where there is a sales promotion war, where can see suning easy to buy figure. This point from the "line of the same price" that can be seen, Su Ning has no "left and right", first to the electric quotient of the big guys put their oath will bitter position.

Dotting: Not afraid of money to buy, is afraid to buy no use, electric business mergers, the most afraid of the things bought can not be used for me.

October

Surrender and survive.

Dangdang settled in the sky Cat

October 30 this year, for the market has been listed two years old Big Brother Dangdang, the significance of its joint announced with the cat, Dangdang officially as the flagship store in the way of the cat. "Whether it is in the cat or Tencent, I give clear guidelines: from." Who gives people a big flow? Dangdang CEO Guoqing said without a secret.

Once almost and Taobao on an equal footing, but also the first listed platform of the electricity business Dangdang "from" a bit more helpless taste, the left has Jingdong and Amazon in its core business book area eyeing, right has the pressure of capital market, now when the shares have been from the opening 24.5 dollars all the way down to about 4 dollars. As the oldest representative of the electricity market, when it is clear that there is an urgent need for large platform traffic support, even if the support is from the competition, even if the move is likely to make the opponents more powerful, it is at the expense.

Dotting: The matter is vital, the old electric business also should put down the face and thigh.

November

Promotional robbery

Day Cat "Double 11" innovation high

From the middle of the year in the Beijing-East and Suning "8 15" price war, to this "double 11" shopping carnival, the electrical quotient in the acquisition of a doubling of turnover, but also frequently by netizens questioned the false shipments, express burst warehouse and so on. The National Development and Reform Commission even thought that "8 15" electricity price war suspected price fraud. Fortunately, the cat "double 11" the day of 19.1 billion yuan sales let the industry spirits.

It seems that since this year, the electricity dealers in addition to the price war is playing a price war, so that netizens have been beaten fatigue, and to promote the power of voluntary in the gross margin is not high in the case of less earning or even loss of power is the user, only with "let billion", "full 50 percent", "0 yuan purchase" Such a big promotion, In order to let the price-sensitive Chinese netizens quickly gather in their own platform, to help the electricity business to squeeze off the success of the opponent's share.

The point: Chinese people like low prices, but for companies, the old promotion is not profitable is not a long-term solution.

November

Financing dead to carry

BEIJING-East refinancing 400 million yuan

After receiving as much as $1.5 billion trillion in investment last April, the "Finance specialist" Jingdong Mall refinanced 400 million dollars this November 14, the sixth round of funding it has received since August 2007. However, while receiving financial support, Jingdong Mall's valuation fell from $10 billion trillion to $7.25 billion.

In fact, on the current volume of Jingdong Mall, it has a listing conditions. It was revealed that its net sales last year were 21 billion yuan. However, Liu, chairman and CEO of Jingdong Mall's board of directors, made it clear that it "did not consider listing 2013 years ago". Beijing East can easily understand their financial situation from their rivals ' earnings, while the unlisted man does not have to disclose his financial disclosure, so it seems more important for him to force his opponents to die at this stage than to go public.

The point: Investors ' money and patience are sometimes unpredictable, and competition opportunities wait.

Red Sea • Slaughter

The situation of the boss asked for superior

"Eldest brother is who has not set down, the competition will be more intense electricity business", whether the old to the Beijing-east, the heart of the electrical business is not dead Tencent or is backed by the traditional enterprise of Suning is still in the wild, After all, it is expected that by 2015 the net market will reach 2,636,360,000,000 yuan, which is equivalent to 1/5 of China's GDP (gross domestic product), and no one wants to let go.

The price war is getting worse

In the face of the trillion-tier market, the electricity business does not continue to die knock is strange. Relevant data show that the scale of e-commerce transactions in China this year will reach 1.2 trillion yuan, and will usher from the Consumer-to-consumer-dominated to the business-led transition. This year, the market growth is expected to exceed 100%, by 2015 will exceed the total size of Consumer-to-consumer transactions, during which the battle between the company will be upgraded.

In this respect, Jingdong Mall board chairman and CEO Liu agreed, he once admitted that "the electrical business industry is still far from maturity, I think any one has the opportunity, but any one also has the possibility of failure." But how to win this battle? The appliance merchants invariably chose the price war.

Dangdang CEO Guoqing, "price war next year will certainly play, after all, in addition to Taobao and the cat, Jingdong, when, Suning easy to buy and so far is still who is not." From the first to three quarters of this year's domestic market share data, to self-marketing the advantage of the Beijing-East is more obvious, is located in the industry second, holding about 16.7% of the market share; Tencent and Suning are in a state of anxiety, respectively 3.14% and 3.02% of the market; Dangdang ranked sixth after Amazon China. , guarding 1.5% of the market share.

Although the above rankings and share from the first three quarters of this year, there is no significant change, but it is noteworthy that the Beijing-east for many years to establish the brand effect, Suning easy to buy the traditional corporate background and Tencent's flow advantages so that the home is unwilling to look at the cake passed others.

"In order to make a breakthrough in rankings and shares, the price war between home appliances will only be more intense next year," said Huang, an analyst at Eric Consulting. Interestingly, the electric business practitioners for the backlog of limited profit margin of the power of the strategy does not seem to resent, participating in this year's price scuffle of the Gome Online Planning Center Minister Wang Nan even thought, "price war can not stop, there is the ability to stay, not the ability to be slowly eliminated."

According to Guoqing's judgment, the price war will increase the loss of electricity dealers, triggering the collapse of small and medium-sized electric dealers, and even a large electric dealer would fall next June.

Alliances intensified

If you use a word to describe this year's competition, it is not a "disorderly" character. Gome online together with Dangdang, Dangdang and attached to the cat, Suning easy to buy all customers prudential goods, Jingdong Mall to solicit the site, and so on, the company frequently to peers and vertical electric merchants to throw Olive branch, at present, the mutual infiltration between the two companies has become the normal.

In this respect, Analysys International analyst Shou sent frankly, the future of the entire electricity market will be a very complex structure, will become a you have me, I have your layout. In fact, the future of the alliances situation will be intensified. For large platform-type electric companies, expanding the category to improve user stickiness is the driving force of its open strategy, while small and medium-sized enterprises are to rely on the giant to obtain traffic.

However, in general, the small and medium-sized electrical business is not exclusive, it may be at the same time in a number of large consumer platform to open a shop, but because the users of each platform to accept different prices, the platform of different promotional rules will cause the same commodity price dislocation. It is likely that small and medium power suppliers will suffer a price crash and that the platform operators will be implicated, which would be a potential danger to alliances.

In fact, the electrical business in addition to the use of settled methods to achieve rapid convergence of products and flow, but also try to directly annex small and medium-sized enterprises for his use, Tencent Holdings Xun nets, Suning easy to buy the purchase of red children all for the electric quotient merger strategy provides a template. "There will be more mergers and acquisitions across the industry next year, and closures will continue," Liu said. In this respect, Huang said, but he told reporters, "The death may be more than the acquisition, this is because at this stage of the domestic web site has not several companies have been acquired value."

In addition, he also believes that in the power of the company to do external integration, the next year its internal electrical business structure will continue to refine. "From the present situation, Tencent only completed the external structure of the electrical business, internal integration has not yet formed, suning easy to buy and Gome online" to the electrical "strategy has been set, but has not been completed; Baidu's life Service electric business strategy has yet to be explored, next year, the electricity business is not only a price war. ”

Commercial newspaper reporter Wei

Blue Ocean • Breakthrough

O2O model will be the ripening of non-standard goods electric dealer

Electric Dealer is a channel, the channel will because it carries the commodity and the vigor is different, when the clothing electricity trader falls into the price war whirlpool, the 3C electricity merchant suffers not to be profitable ... The electric business practitioner needs to look for the new eruption spot, the O2O model's non-standard goods electricity merchant to surface.

The electric dealer brings the qualitative leap

Non-standard goods and standards are antonyms, refers to the lack of uniform measurement standards and fixed output channels, product characteristics and service forms relatively personalized consumer category. Before the O2O e-commerce mode has not prevailed, the non-standard goods because of its own positioning special, audience narrow, plus regional restrictions, product information is difficult to reach the needs of customers all over the country, only small areas, small range of transmission.

"IC components are typical non-standard products, in the offline mode to develop small and medium-sized electronic factory customers, whether from the information transmission costs, communication costs or maintenance costs to consider the cost is too low, but China's current small and medium-sized electronics manufacturers have developed to 5 million, if the line is still under the mode, The group could only watch the loss of the blue sea in the market. "Branch Tong Core City Executive Vice President Zhu Jizhi Introduction."

Branch Group is China's largest distributor of IC components, its location in Shenzhen, China's electronics industry is one of the largest distribution center. In recent years, as China has become the world's largest distribution center for IC components, the annual transaction reached 2 trillion of the super large-scale, 20 years has been practicing offline mode of the branch group is clearly feeling the importance of "revolution".

In fact, in addition to non-standard manufacturers and distributors in the development of customers encountered obstacles, downstream small and medium-sized customers also because they can not directly get brand manufacturers and large distributors of the supply and in the procurement difficult situation, Shenzhen Huaqiang (000062, shares bar) This type of small store-type distribution center for small and medium-sized enterprises, such as North China, is so developed that it is still unable to provide quality assurance for SMEs, nor can it solve efficiency problems, let alone trans-regional procurement.

Zhu Jizhi said: "The emergence of the core city, to make up for the past IC components industry online information dissemination defects, but also greatly reduced the group to develop SME customer communication costs and information transmission costs, so that manufacturers to develop scattered but a large base of small and medium-sized customers become possible." ”

And the relative benefit from the non-standard goods and electricity dealers, small and medium-sized electronic manufacturing enterprises, procurement costs are also greatly reduced, these customers can search through the online electronic platform to all the intent of the product information, and through the core city of this type of large channel resources to purchase 100% of quality protection products, At the same time can also be a full flow of supply chain services and even competitive price agreement.

O2O mode is the tipping point.

In fact, the non-standard goods have been attached to the company, group buying site Heat led the café, restaurant Cross-regional development, breaking the past of community service shackles, and Lin Wood and Qi Jia network such personalized custom home decoration enterprises, so that building materials and home industry to see Blue Ocean.

Has the industry expert analysis, the main succoured product of the electric dealer because the service chain is longer, and line on-line under the combination close, the threshold is high but not easy to enter, therefore the non-standard electric quotient gross margin space is huge, may operate the space to be widespread.

If the development of the electrical business to the non-standard products to bring a qualitative leap, then the O2O of the Electronic business model will be non-standard development of the tipping point.

Liu Hongxian, director of the marketing center, said: "General consumer goods, such as clothing, FMCG or 3C can be transported by ordinary express delivery, in the warehousing is not much different, customer service does not require special training can also be based on product characteristics to answer the consumer's problem; IC components are the High-tech field in the electronics industry, Small size, many models, whether in warehousing or logistics delivery on all have special requirements, its customers are all enterprises in the professional and engineering groups, they purchase IC components more often in the search for solutions and industry information. It is because the non-standard products industry does not have a unified standard, so it is difficult to use a model to unify the operation. And the O2O that can combine the supply of online information flow and the supply of offline channel resources become the inevitable end-result of non-standard products. ”

With the further development of O2O, more online service mode will be excavated, the electric business circle may also bid farewell to today's homogenization of serious, big hit price war phenomenon, personalized products and professional services back. Industry insiders expect that, with the constant warming of O2O, the sale of non-standard products, vertical electric dealers will usher in a blowout. From the sale of household goods, entertainment services products to IC components, O2O mode will become a non-standard product electric dealer's tipping point.

Commercial newspaper reporter Zhang Yiwang