Zhong: The vertical electric trader will die from the mobile electric Shangsheng in O2O

More Zhuang Shuai article please pay attention to micro-letter public Number: Hundred Reading Society

From the only product will be holding the Lok Bee network to see the vertical electric trader will die in mobile electricity quotient, born in O2O.

To do this conclusion is in 12, with the shoes of the vertical electric quotient gradually lost, the analysis of a variety of vertical electric quotient basically has two directions, one is because the scale development of the comprehensive electric business squeezed the vertical electric quotient of the living space caused. Second, because of the traditional brand of the platform, the most obvious is the best online shopping hundred Li, directly at that time, the shoes of the vertical electric operators in the supply chain serious problems. The last thing to overwhelm the vertical electricity quotient is the fast-rising flow price of group buys and the internal management problems after the rapid development of the enterprise scale.

Just as we all think that the vertical electric business is unlikely to have a future a decline, the cosmetics and wine two category of vertical electric dealer unexpectedly developed, and with the only goods will be listed and the rising stock price makes the success of the channel vertical electric dealer is possible. And then the rapid development of the two years of 12 and 13, cosmetics and wine vertical electric business, under the line of subway, public transport advertising into the music bee nets, Poly-Mei excellent products, Jiuxian network of the Big Show field, to become the media to report to sit on the guest and various forum guests, all kinds of analysis articles and saliva soft wen, and http:// Www.aliyun.com/zixun/aggregation/7568.html "> Traditional enterprise is very injured, mobile electric business is false proposition become the absolute hotspot in the 13."

Let more people feel that the vertical electric business has not gu the industry and experts are dazed, first suspected of their professional judgement, and finally feel that they have problems. Of course, I can only hear poly beautiful products, Lok Bee Network will be a little interest in the shop will be a bit interested in analysis of their future, or the conclusion: category of vertical electric power business.

By the end of 13, my conclusion began to show the right signs, that is because the mobile Internet, regardless of the super application of micro-letter commercialization process accelerated, or the integrated electric business platform, vertical channel to increase investment in the mobile end, all of the category of vertical electric operators in the PC heavily invested to obtain the flow of decline, They are due to the combination of electric and vertical channel electric platform squeeze profit space is almost no, in the absence of new investment in the case, rely on their own hematopoiesis and then also increase the mobile end of the investment is impossible. In such a context, before the capital in order to not let the return on investment, in the early 14 to promote the only product will be holding the Lok Bee, Poly-Mei excellent products listed in fact become a choice to do.

But it still doesn't seem easy to me, only the product will hold the Lok Bee net will certainly let both sides temporarily benefit, but in the long run may not be the advantage outweigh the disadvantages, after all, cosmetics sales center of gravity and clothing is not the same, the former is not like the latter has a large number of inventory, and the main source of profits on the one hand Do not exist after the sale of a batch of goods no longer sell, l ' oreal a tight eye cream can sell for ten years or more, and the longer the sale of cosmetics its sales are more stable, because the more people use the better the higher the Trust degree. This category characteristics and the only product will do the sales clearance channel positioning is conflict, so it is not because the only product will be the cosmetics channel supply chain is not, but this conflict led to this category is difficult in such a channel to obtain high growth in the sale.

And then we'll analyze the bee-holding, the first group of the holding party is gradually replaced by the holding party or switch to the holding side of the business thinking is also inevitable, the recent release of Lok Bee CEO is not groundless, and as the former colleagues of the Oriental home, le Bee CEO Team most of the original Oriental home members of the composition, its stability is not enough , and then encounter such a restructuring of the equity structure, the next change can be imagined.

Plus the only product will team management ideas have been mainly selling clearance, from the thinking to the company structure, incentive mechanism is difficult to change to the general sales operation and brand marketing, activities and media combination of high demand platform. The long-term analysis of such a situation is worrying!

As for the Poly-American listing, it is almost impossible to convince Wall Street, the story is not moving and imaginative space, it might be fascinating to open a few professional-earning entities like Watson to become the O2O model ...

The biggest winner of this game is Sequoia Capital, followed by a few cosmetics own brand Li!