2014 of the eyes of an electric businessman

Into the 3721.html ">2014 year, the electrical business will enter an inflection point, below I from an industry practitioner's perspective to analyze what I see in 2014 China Electric Chamber some changes.

Platform Type Electricity trader

We are divided into two types of consumer electricity, one is the cat as the representative of the platform-type electric business, that is, commercial real estate model, a camel-man as the representative of the buying and selling of electric dealers, that is, retail mode. There is also a medium and direct between the camp and the platform, such as when the Beijing-East when all customers, from the sale of electricity to the platform of the electricity business change, we are temporarily due to the scope of the platform-type electric business.

If, starting in 2003, the business has gone 10 years, in this decade, has always been a platform-led, whether it is the early Taobao, or later the cat, so far, Taobao accounted for more than 95% of China's Consumer-to-consumer market share, the cat also accounted for almost 50% of the market share of the business. Consumer-to-consumer is not a big one, nor is it the direction of future development, there is not much discussion here.

Platform for the field of business, what will happen in the future?

From last year's GMV rankings, the business is almost all the platform of the world, ranked in the top four are the days of the cat Jingdong Tencent and Suning. Those who originally belong to buy-and-sell electric dealer's if when every guest Jing Dong also is in the platform. Platform of the biggest advantage is that you can quickly enlarge the transaction level, in the capital market has a good return, in the era of the power of the savage pioneer, we all fight is to quickly do the scale of the enclosure, never consider profitability and health. It turns out that in the last few years China's electric business environment is very beneficial, the most obvious example is Jingdong and when, this is the same level of purchase and sale of electric dealers. After a rapid expansion of the choice, a stable choice of seeking, now, the valuation difference of more than 10 times times.

Summary：

The future is still the world of platform electricity business, this is long. After the integration of Jingdong and Tencent, as the boss of the business model and the second of the platform model, plus the advantages of logistics, the future will be the most powerful opponent of the day cat. Suning power by virtue of strong offline advantage and Jindong Lezhou's determination, the future of the electricity quotient will be further enlarged, and the flow of the king and the first advantage of the cat will face the logistics experience, mobile portal, O2O the impact of many aspects, market share will continue to decline.

The polarization of buying and selling electric dealers

Buying and selling electric dealer, is mainly attached to the platform-type electric dealer, although the amount of a single merchant is not large, but the number of many, is a platform for the main components of electricity, so their next development is also worthy of concern.

Large businesses such as camels and Mann have reached 1 billion sales in 2013 and have grown at three-digit rates in the past few years. Into the 2014, the current large businesses are aware of the market depression, in addition to the overall macro-economic impact, the original extensive and violent marketing model is also worth rethinking, channel operating costs more and more high, the population market dividend no longer, where is the new growth point?

I think the following three points will determine the future development prospects of these businesses:

1 Customer loyalty

The flow cost is more and more high, if only rely on water pump into the bucket and not to solve the problem of bucket leakage, one day, will not pay the electricity, the bucket of water will also be missed.

Increasing customer return is the most effective way to reduce operating costs, but also the necessary conditions for sustainable profitability.

2 Brand Marketing Ability

Electricity market is already a piece of Red Sea, currently leading can be roughly divided into five categories: Super Big (Levi's), Senior Style (Mann), PR marketing (three squirrel), no bottom line (9.9 package mail), violent marketing (sea advertising).

With the latter two means to do business without considering the transformation, the future will not have much room for survival. To brand, products, services, business thinking is the right path.

3 Mobile Layout Ability

Mobile and PC electrical business is very different, according to the original thinking copy will not have much effect. From this point of view, all businesses in the same starting line, mobile operators no longer have the flow of access and channel to kill the concept, who can advance the layout, can occupy a place.

Summary：

2014 will be a watershed for many merchants, or a corner overtaking, or stagnating. Three years later, today's various kinds of TOP10 merchants will certainly have a big change. As in the past two years the traditional brand beyond Amoy brand.

Vertical electric dealers still need to insist

Vertical consumer can be divided into three categories: standardized platform (good buy), personalized electrical quotient (fun Play network), Brand class platform (excellent purchase).

I have written an article, "vertical to the difficulty of the Business-to-consumer:" Choose to be acquired, transformation, or bide your time? , a year has passed, at present, the views of this article is not a problem, standardized vertical platform is becoming more and more difficult, footwear platform such as Lok Tao Lok Buy has been in bankruptcy and the acquisition of rumors, the industry at present there is no bright spot. and non-standard platform, such as Fun Play network, in influence and scale still not a big amount, still need to insist.

I in another article "Why the cat big business unwilling to one-woman" mentioned that the big business businessmen have the development of independent channel trends, such as Camel, Han have their own official sales channels, this category can be called brand.

According to industry trends, brand consumer will have a place in the future, but at present is not the scale, because the comprehensive platform has cultivated a large number of users of the habit, businesses in the sky Cat and other open platforms on the sales far higher than the self-built channel. But as the channel cost of Third-party platforms climbs and the mobile Internet is shuffled, the brand will enter the spring in the next few years.

Summary：

Standardized vertical platform is becoming more and more difficult (poly beauty is a wonderful flower), personalized and brand of the company can stick to, waiting for spring.

Mobile Power trader reveals its

In the past two years, mobile for the impact of the Internet is not only the electricity quotient, almost affect all aspects, many large sites, such as Baidu, market, the United States and so on, mobile traffic has exceeded the PC-side traffic, and there is a tendency to tilt further.

At present in the field of mobile electric business, the biggest sales are still Ali department. But in the mobile domain, the monopoly is no longer, the mobile phone Taobao is only relying on price tilt to the flow of traffic from the PC to the wireless drive, the overall does not increase much.

Recently micro-mall and micro-shop out, can be directly purchased on the micro-letter, causing a lot of business concerns, although the results are not very small, but there is a point can be seen: The mobile era, there is no flow entrance, spelling is the brand and operational capabilities. So, do not be afraid of the giant pour pressure, we stand on the same starting line, everything, look at you.

Summary：

Today's mobile dealers, more than 10 years ago, PC Power, all just started, who have the opportunity to overtake the corners.

The 2013 will be the turning point of the electricity business, the demographic dividend no longer, the end of the violent marketing. 2014 will be the beginning of the social marketing of radio business and fragmentation.