The electric trader ushered in the situation of opening EAPC

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In 2013, the electric trader ushered in the situation of big opening EAPC. On the one hand, after the scuffle of the electric business structure gradually became clear, the industry oligarch gradually; on the other hand, those large electric business enterprises turn their eyes from competitors to themselves, develop mobile end, involve in financial field, layout ecosystem.

Electric business industry began to have a profit signal, group buying industry in full network first announced a profit of 1 yuan. After that, Taobao "double 12" tries to innovate mode , to downplay the price factors, from discount promotions to interactive sharing transformation. At the same time, in the case of financing difficulties, the large operator also explores diversified profit channels with refined operations, saying that some of the electricity companies will be listed next year .

Key Words 1 mobile power provider

Data show that 2011 domestic mobile Power Trader trading scale of 15.67 billion yuan, an increase of 609%, is expected to 2012 mobile power quotient will reach 25.15 billion yuan, to 2015 this data will exceed 100 billion yuan, to 104.67 billion yuan.

The big background of mobile e-commerce development is the change of end-user behavior, many electric business enterprises look forward to the potential of e-commerce. such as Taobao, when, where guests, Jingdong, Amazon has entered the field of mobile electricity. Mobile Internet, mobile phone payment, two-dimensional code identification, mobile phone scan code, etc. are the traditional e-commerce to mobile business extension results. For example, the handheld 1th, which was launched by Shop No. 1th, has now accumulated 6 million registered users, but at present it accounts for about 5% of the total turnover, but doubles every two or three months. Gege, Chairman of No. 1th store, said that future mobile client consumption would account for 20% to 30% of the total turnover of shop 1th, helping to establish a comprehensive service platform and model for shop 1th.

The rise of mobile electricity quotient, the potential influence to electric quotient pattern is huge. Previously, Tencent had spent huge investments in the distribution of electric business, but could not shake the dominance of Alibaba Group. Although online e-commerce Ali has become an absolute monopoly giant, but mobile e-commerce field, Ali and Tencent are in the same starting line. And the rise of micro-letter, has made Tencent in the field of mobile electricity to obtain a first-mover advantage. Aware of the trend of mobile dealers, also felt the threat of Tencent, Ali also accelerated in the field of mobile electricity layout. November 2012, Ali 40 million U.S. dollars to vote for the Mo, and then spread its and Sina Weibo cooperation negotiations, although not confirmed, but this is widely considered to be enough to affect the future of China Mobile e-commerce structure of a key drop. In addition to Ali and Tencent, there are pure electric business giant Jingdong Mall, as well as retail giants Gome and Suning. Not surprisingly, the Battle of the mobile power business will begin in 2013.

Keyword 2 Profit listing

The rapid expansion of chicken blood type under the support of large capital, coupled with the constant price war, as well as the foreseeable profit expectation, make e-commerce become a high-risk industry. In the 2011, all the Shangdou wanted to use large orders and high-speed growth in return for capital. 2012 survival, profitability became the primary goal of the electricity business. Including Beijing and east, are claiming to be profitable next year. In the long run, the electric dealer must return to the profit track.

The profits of the electric dealers are already predictable. Group purchase site full network announced September profit of 1 yuan. This is a sign that group buying is not a Ponzi scheme, and can still make a profit through the enterprise's own efforts. 2012, group buying in the cold winter still have the public comments network, high peer network and other enterprises to obtain investment, and Jingdong also successfully completed the D-round financing of 400 million U.S. dollars. In addition, the electronic business of the search for profit model is increasingly diversified, such as the Cross-border cooperation with video sites.

Only the 2012-year third-quarter earnings show that the goods will have net profit of 640,000 U.S. dollars, net interest rate of 0.4%. The product will represent at least one trend, large electric dealers began to appear profitable, the whole industry is also moving towards positive development, although the current profit is only "special case", but as long as the electricity dealers find suitable for their own development model, stop burning money, no longer a price war, the power of the loss of the curse will be destroyed sooner or later.

"6 18" and "8 15" are two games that are enough to load into the annals of the power of the price war, and "Double 11" is the peak price war. But the price war has pulled down the entire industry's margin level, resulting in a bad user experience, bringing the electric business industry into a simple and brutal competition. When a price war becomes a conventional promotional weapon from a strategic nuclear weapon, the price war seems to lose its meaning.

In addition, some of the electric business enterprises have been questioned because of excessive marketing, and even attracted the attention and investigation of government departments. The end result is the negative report unceasingly, the brand hurts, outweighs the gains. It's a price war and a price war.

In fact, "double 12" has begun to try to shake off the reliance on price wars. From "6 18" to "8 15", from "Double 11" to "double 12", with the rapid development of e-commerce in China, the network retail enterprises in the form of promotional activities more and more diverse, the intensity and scope is also getting bigger. However, no matter how the form and the strength change, fundamentally see most marketing means still remain in the level of price war, to enhance the competition level in the whole industry, improve the user experience can not play a particularly effective guide. The whole industry is out of the low price-driven growth model, and China's electricity companies still have a long way to go.

The industry has optimized the offline industry chain and the social division of labor, so that each link on the value chain has formed the core competitiveness and efficiency, profitability is only a matter of time. Therefore, after the large-scale venture capital financing for the crazy expansion phase of the industry will usher in a mature and stable platform development period.

Key Words 3 Financial profit

2012, domestic enterprises because of the hot money to enter, frequently exposed ads vicious competition and other adverse trends. For example, price war, constantly depress prices for users, "Wolf" competition is the channel business, the supplier of complaints, the quality of service for consumers is difficult to fundamentally guarantee. The constant entry of hot money and the pressure of IPO aggravate the vicious circle of the supply chain of the enterprise. Price war is the short-term market behavior of "win eyeball" of electric business enterprise, and it is a strategic measure to keep the market position and establish new supply chain management mode for a long time.

November, Jingdong Mall and the Bank of China jointly announced the launch of supply chain financial services to suppliers to provide order financing, accounts receivable financing and collaborative investment and other financial services. Alibaba, Dunhuang Net, Amazon and other electric dealers have dabbled in supply chain finance, the competition of the electric business industry is extending from retail and logistics to the whole supply chain including financial services.

At present, the domestic electric dealer layout financial services are mainly divided into two models, one is to play the role of security, not own funds, but with bank funds to lend, such as the Dunhuang Net, Treasure Island, the other is the electricity dealers directly with their own funds to lend, such as Alibaba. and Jingdong Mall's model is both: In order financing, accounts receivable financing business, Jingdong is the guarantor of the identity of the appearance, and in the entrusted loan financing, Beijing East is the investor side. At the same time, the launch of comprehensive financial services to some extent for its future enterprise development and IPO provides a favorable condition.

Electric business to provide investment and financing services for merchants, with a certain degree of information advantages, and the bank, merchants to achieve mutual benefit win. From Alibaba, Dunhuang net to the gold and Silver Island, Amazon, and then to the Jingdong Mall, the development of supply chain finance is becoming the electric business giant to seize the market share, the only way to compete for suppliers.