Vertical electric dealers will there be a future

From the recent cotton door, red children seek to buy the status quo, Jingdong Mall CEO Daiju Dongshi as a qualified prophecy emperor, he had pointed out, "vertical retail platform must die, of course, can also sell." Although in order to expand the volume he also welcomed the entry of various types of vertical electric operators, but the reporter found that the vertical operator to the platform has 80% fear of the price system crash. From the current situation, the industry insiders frankly, the second half of the situation of vertical electric dealers worse, may be the scale of failure.

Dilemma}

Squeeze capital from large platforms to stop blood transfusion

For the vertical type of electric business future whether there is a survival of the problem, the veteran footwear representative good buy President Li Shubin's answer is affirmative, but he also admitted to reporters, "the second half of the vertical electricity dealers will still face collapse crisis, the development prospects are not optimistic." From these two years the entire electric business industry development situation, the vertical electric Trader's flash-forward almost with the platform type electric dealer large-scale Gongchenglvede synchronization. During this period, Jingdong Mall, Suning easy to buy, Dangdang, a shop, such as rapid expansion of the classification of Web sites, at present, almost all segments of the product can be found on the Platform class consumer website.

What makes a vertical electric trader headache is that most users are more likely to buy the desired product at once on the same platform, given the convenience and cost savings of consumers. From this point of view, Wine American network CEO Luide, "If the vertical electric business wants to survive, it chooses the market segment must be big enough, and has the potential, secondly in the service and the product relative individuation, now many vertical electric trader encounters the predicament, the root reason lies in its field depth not enough, cannot construct the industrial chain superiority, Industry goods and services are too standardized, it is difficult to bring additional value to users, frankly speaking directly is the role of channel operators.

In addition, the vertical electric business is now in the plight of another reason is by capital. First, the capital in order to bet on the vertical listed companies, blindly required enterprises to pursue scale, to scale to attract investors, but neglected the essence of the pursuit of profit. And now see the situation is bad, and have to cover tight purse, stop blood transfusion rescue.

According to the reporter not complete statistics, last year, there are nearly 40 vertical electric dealers in China to obtain financing more than 5.6 billion yuan, category including tea, wine, health products, mother and child, underwear, home textiles and footwear. However, in the first half of this year, vertical electric dealers received only 66% of the same period last year, only 10 vertical electric companies to get 1.83 billion yuan financing.

"The cold market environment, directly led to a number of vertical electric business survival worrying," said Su Yanyan analyst, "in the absence of profit, blindly pursue market scale, once the capital market stop blood transfusion, vertical electric business will inevitably face survival crisis." ”

Save}

Expansion category, self-brand short-term difficult to scale

"Vertical E-commerce" refers to an industry or market segments to deepen the operation of E-commerce mode, vertical E-commerce site is the same product of the same type of products, this is Baidu encyclopedia for the vertical Electric quotient explanation. However, after several years of development, the vertical electric companies are not reconciled to only wandering in their own subdivision areas, have horizontal expansion and increase the main business-related categories, and efforts to remove the "vertical electric quotient" this label.

"I do not think that good music to buy is a vertical type of electricity quotient, because we in addition to shoes and other products such as clothing, accurate, good buy and excellent purchase and so on at the same time have clothing shoes and hats products of the website should be online shopping Mall." Li Shubin to reporters.

In fact, no matter what kind of a group of Business-to-consumer vertical electric business development trajectory is clearly visible, starting from a single field, in possession of a certain market size after the expansion of product lines, where the customer sincerity products, good music buy, excellent shopping nets, cotton and poly-Mei excellent products and the first engraving and other business routines are basically consistent. However, a senior personage in the industry said that even if the vertical electric operators try to expand the category, consumers may not buy, for example, you are the cosmetics business, consumers to sell you the concept of cosmetics has been preconceived, but you have more bags on the site, users will not necessarily purchase.

In addition, the previous category expansion has been made to try all the goods are ready to go this road to the vertical electric dealer poured a basin of cold water, "because of large-scale SKU (inventory volume) of the expansion, resulting in too much inventory." One of the biggest mistakes made by the guests. Every customer finished the CEO old mercilessly said.

Is there nothing more for a vertical electric dealer? Su Yanyan is not so pessimistic, she believes that taking the private brand will also help to break the vertical electric dealer's loss dilemma. In this regard, Lok Amoy Network Vice President Chen, he told reporters, "the current high gross profit margin and profitability will become an important indicator of the development of Lok Tao, obviously own brand in this respect has advantages."

At this point, Li Shubin is also considered feasible, but the premise is to spend time, he said, "See how you look at this business, if it is in accordance with the brand for 10 years, I think there is no problem, if the same as the original want to be in a short period of time to smash out, it is not reliable."

{new title}

Price system facing collapse due to multiple platforms

"From the above adjustments made by the vertical electric operators, whether the category expansion or the launch of its own brand, is undoubtedly testing its grasp of the product supply chain, can be said that there is a greater likelihood of risk, and if the hope to adopt a low-risk way to spend the cold period of capital, multi-platform expansion of this road can be used as a reference", E-commerce experts, Leisurely Network CEO Li Dai Shan pointed out.

It is understood that at present, including the first carved, NOP, le bee nets, jiuxian nets, and most of the vertical electric operators are also using the above strategy, respectively, settled into the days of the cat, Jing Dong, when the general category of Electronic business site. So, what is the advantage of the platform to be settled?

Li Shubin to reporters to explain the profit model: "For example, if the customer unit price is 200 yuan, gross margin of 20%, then a deal can get a margin of 40 yuan, eliminate the cost can earn 10 yuan." But the cost of getting a new user to a website is very high, usually 100 yuan. Need this user on this site to spend the 11th time to earn money, then improve customer unit price and user repeat purchase rate is to achieve the conditions of website profitability. ”

However, the reporter found that a private brand of vertical electric dealers in the various types of electricity on the site of the price is not uniform, the same casual shorts 239 yuan in the original price, in Jingdong Mall, the cat, good music to buy and their own official online prices are 69 yuan, 58.07 yuan, 68 yuan, 99 yuan. Need to pay attention to, according to industry insiders, "not only one of the above problems, currently settled on a number of platform vertical electricity commodity card has 80% prices are asymmetric, these price asymmetry products accounted for at least 20%-30%."

In this respect, insiders point out, "price asymmetry will destroy the brand price system, now consumers to do a number of platforms between the parity is very easy, eventually will affect the user two times to buy the enthusiasm", he believes that the direct cause of this situation is due to the competition between the platforms, and some platforms average price low, by the low price impulse While some platforms use a variety of promotional promotions to attract the user's attention, although the price is determined by the vertical electric operators themselves, but if the original price to sell or unified following their own official website prices, it is likely to affect sales, so the vertical electric operators will not consciously adjust.

It is worth mentioning that, "from this year's comprehensive type of electric business platform frequent price war, the short-term platform between the competition will not stop, and then promote price adjustment is inevitable in the future for quite a period of time, the various vertical electric operators in the platform will still face the risk of dislocation." Analysts said, "the second half of the vertical class will continue to face difficulties." ”

Billion Code president Kosching is frankly, "2012 for the so-called" shuffle Year ", and the elimination of electric business enterprises will be mainly vertical type of electric business.

Commercial newspaper journalist Wei/Wen Song Yuanhua/charting