The Battle of "6 18"

Li

Keen to beat the electric Business Circle, 2013 the first six months of universal access to "recuperate" state. But this superficial silence will break in June.

War Italy is gradually strong June price war, will be in the past six months, the concentration of electrical business self-cultivation test. "The first half from Valentine's Day to ' 51 ' small holiday, the so-called price war is more calm, into the June may be the beginning of a new round of war." Lei, director of China e-commerce Research Center, said in an interview. June has been the Beijing east by the "strongest store celebration Month", with the previous years of the red June different, Jingdong is the most aggressive promotion this year, the most extensive category, the most involved in the brand. Since February, announced the adjustment of the price of the Suningyun group naturally will not relent, this will be the inspection of the structure of the adjustment, the line below the start of the price. And in the past six months, has been shouting retired Ma Yun has never stopped actively building the electrical business ecosystem.

Compared with the price war which has already produced the esthetic fatigue, the 2013 electricity merchant price war will play more "art", the most direct performance is to fight "the customer experience". In this kind of injury once, and have to play in the price war, the electric dealer's seating and camp gradually clear.

Can not be calm, of course, there are days cat, electrical business industry celebrities Shangxiang in micro-BO, a supplier has received oral notice, to participate in Jingdong "6 18" promotional, will not be able to participate in Taobao "Double 11" promotional. In the industry's view, into the 2013, Alibaba injection Sina, a stake in the gold, a series of movements are embodied in the mobile Internet layout, but the real main business of the platform and do not dare to underestimate the enemy. Lei that, in the form of the June price war will not be too much change. From the Jingdong sidelines, oligarchs will quickly follow up, and then expand to the small and medium-sized electric dealers and the momentum of traditional shopping malls is inevitable.

Camp Qualifying

China's online shopping market in the first quarter was 352.08 billion yuan, up 36.6% from a year earlier, according to China online shopping market data from the first quarter of 2013. From the market as a whole, the market share of the top five is the day cat, Jingdong Mall, Tencent Electric Quotient (including Xun and QQ network shopping), Suning easy to buy and Dangdang. One of the days of the cat accounted for 51.3% of the total, Jingdong 17.5%. Relatively close is Tencent Electric and suning easy to buy.

According to Lei analysis, "Tencent and Suning easy to buy their own advantage is determined by their origin," Tencent's advantage lies in the user and large-scale platform layout, but how to integrate the platform is the key. The advantage of the Suningyun is to accumulate the brand effect and supply chain advantage after entering the structure adjustment. On the whole, the electric business "the" "The Two Kingdoms" market format has been looming: the cat, Jingdong Mall and Suningyun into the first camp, two or three-line small and medium-sized electric dealers "life and Death" near, when, Gome, etc. because of strategic mistakes or personnel issues, fell into the second camp.

Logistics is the hottest word in 2013, just Liu to Zooma to the right.

After claiming to invest a huge sum of $3.5 billion to build a modern warehousing center in Asia, Beijing-east plans to spend billions of dollars on its own warehousing logistics system within five years. For the huge investment, Liu's abacus is through the self-built logistics, the effective control user experience, realizes the cost and the efficiency enhancement effectively.

Ma Yun's play is not the same, just announced the injection of 5 billion yuan to prepare the "rookie network", located in the "Open network of socialized warehousing facilities." Through the establishment, construction, cooperation, transformation and other models, in 5-8 years to establish a support for the daily average of 30 billion network retail sales of intelligent logistics backbone network. The essence of the logistics competition is that the electric business enterprise has identified the core competitiveness of the electric business competition as how to improve the user experience, Lei believes. Tencent CEO Wu Guangguang in the 2013 internal speech also stressed the importance of logistics, logistics infrastructure is a very important part of the run-off. "If I buy it here next day, and the price is the same as Taobao, why don't users buy it here?" Wu night Light said.

If the fight is the user experience, the layout of the future is ultimately the key to victory. According to Ma Yun to divide the business into "platform, financial, data" three-step plan, adjusted Alibaba Group presented as two parallel plate, Alibaba Group and small Micro Financial services group, if the platform is Ali the initial stage of development and accumulation, then the financial and data is Ali future gold mine. At the same time, MA significantly accelerated the acquisition of the pace of the attempt in the mobile Internet multicast layout, trying to copy the PC operating on the ecology of the electronic business to the mobile end.

It is noteworthy that there are Suningyun, Suningyun Group vice Chairman Weimin in an interview with reporters said: "The entire company will be completely transformed the Internet." "After the transformation of Suning's cloud business model can be summed up as" Shop + Dealer + retail service Provider ", in order to avoid e-commerce to the offline entity shop diversion, Su Ning is planning to launch a comprehensive, long-term" line on the same price "strategy. According to Suning's assumption, the entity store will not stop expanding, rich connotation will become its unique advantage, according to Weimin revealed, "Suning future entity store has four functions: display, experience, sales and service, four functions to go hand in hand, display and experience two functions is to cultivate commodity brands." "The transformation of the physical store will bring an unavoidable pain to Su ning, but long pain is not as short as pain, the change of self revolution will undoubtedly bring more variables to the electric quotient pattern."