3 c electrical business to break free from the industry's profit chain?

For 3C electric business, "Do not do" seems to be free from the industry's profit chain a feasible way.

Recently, "It Times" received news that Gome Online mall will be with Dangdang to launch strategic cooperation. In this regard, Gome online mall general manager Handepeng low-key said: "The current cooperation between the two sides is still in the procurement cooperation, but do not exclude the possibility of further cooperation." "It is reported that Gome Online mall and when will be each other in the home appliances and books in the field of suppliers, the next two sides will negotiate the issue of deep cooperation." At the same time, Gome's Bowser network in 2012 also planned to the home building materials, home textiles, outdoor and other fields extension.

Gome Old head of Suning appliances (002024, shares bar) is long ago "Lonely", its online mall suning easy to buy in the last year that killed into books, department stores and other fields. At the just-concluded 2012 spring Work planning and Deployment conference, Suning appliance put forward the plan of large expansion of marketing organization system, add department stores, books, daily necessities and other five major sales center, support on the line suning easy to buy, under the line Suning Expo Super flagship store, Tesco stores and other new channels of rapid development.

The two big household appliance retail giants break through on the line, hoping to make their electric business escape from the loss by enriching the product line.

Industry insiders believe that the book, home and other business than the 3C product gross profit margin higher, more can enhance the site traffic, which is a huge loss of the 3C electric power to redeem themselves in the important way. However, the increasingly vicious price war and cross-border operations of the electric dealers, it is still to be tested whether it is possible to give the dealer's business in the physical stores a chance to get out.

The ideal is plentiful.

With the overall development of logistics channels and gradually mature, in recent years the rapid development of domestic e-commerce. According to the latest data released by Analysys International, the 4th quarter of 2011, China's online retail market transaction size reached 226.5 billion yuan, the entire year online retail turnover amounted to 805.98 billion yuan, an increase of 55%. In 2009, the domestic turnover of the whole year was only 230.7 billion yuan.

In the rapid development of E-commerce at the same time, China's home appliances industry is facing a slowdown in market growth, cost pressures, such as the rise of a series of complex factors, domestic appliances industry may usher in the industry "winter" of the argument.

In this context, the traditional household appliances retail enterprises to focus on E-commerce brings great business opportunities. 2009, Suning Appliance became the first to eat crabs, suning easy to buy in the August online trial operation. Although Suning easy to buy at the beginning of operation only home appliances, digital and other categories, but relying on the logistics advantages of the store, Suning chairman Jindong's high-profile looks also quite a bit emboldened: suning appliance to line the next two legs walk, suning easy to buy online Amazon, and Suning appliances will eventually become China's "Wal-Mart + Amazon."

November 2010, Gome announced the purchase of 48 million yuan to buy household appliances consumer Bowser Shopping Network 80% of the shares, and said the move is the company "fully into the E-commerce strategy of the specific measures" to achieve the curve into e-commerce strategic objectives. At that time, some industry analysts believe that this is Gome's best choice to enter the electricity business. After less than half a year, April 2011, gome with its own brand Gome online mall debut, two-platform synchronous operation, accelerate the development of e-commerce business pace. In the same period, Gome President Wang Junzhou published online mall's goal: "The future years, Gome Online Mall will account for more than 10% of Gome's electrical revenue, accounting for more than 15% of China's net market revenue." ”

Gome Online Mall marketing manager Yuliang to the traditional home appliance retailer "electric shock" appears confident: "Gome online shopping malls and Suning is the traditional channel to enter the line of representatives, we have a pure electricity dealers do not have the physical stores, procurement scale, logistics network advantages, so the competition pattern of 3C electric business will be changed in the future. ”

Reality is very bony.

Although Yuliang is optimistic about the "electric shock" advantage of the traditional home appliance retailer, the survival condition of the whole 3C electric dealer is not optimistic.

Jingdong Mall began in 2004 to pioneer 3C E-commerce, its annual growth of more than 200%. To 2007 years, Jingdong Mall sales breakthrough billion Mark, 2008, Jingdong sales breakthrough 1 billion Yuan Mark, 2010, Jingdong sales reached 10.2 billion yuan, 2011, Jingdong Sales is a breakthrough of 30 billion yuan. In order to expand the share, occupy the market, amortization cost, Jingdong Mall CEO Liu is let Jingdong into the expansion of the fast lane, got more than tens of billions of investment. At the same time, Jingdong also pull the line longer, from the original 3C product expansion to the department store clothing, and strive to expand their sales scale horizontally.

However, the increase in sales did not bring about a corresponding profit. In 2011, Liu received 1.5 billion of billions of dollars in funding, yet this huge amount of money still fails to help the expanding capital of Beijing to profit. Liu on this, Beijing-East Logistics investment is the largest, but the current sales scale can not cover the cost of investment.

And Suning's easy to buy the situation has not been optimistic. Suning has claimed that 2011 sales to ensure the realization of 5 billion yuan, and strive to break through 8 billion yuan, and 2012-year goal is to reach 30 billion yuan. But analysts said sales could be grossly exaggerated.

Shangxiang, a deputy president of Huaqiang North, who is the representative of South China Electric Power, said: "Suning Tesco in the Alexa rankings is the 1555th place, the daily visit amount of about 700,000, according to the business industry average 3 conversion rate calculation, daily orders about 2100, to 2000 yuan/single calculation, Only 1.5 billion yuan is sold in a year. "And if Suning's claim of sales can be achieved, then according to its website traffic, its flow conversion rate of about 2%, this number is much higher than 6 of the industry level."

Su Ning Group Vice Chairman Weimin's speech also how many people feel inside the universe hidden: "Easy to buy the business model is not mature enough, in the face of massive access and decentralized logistics, in the platform hardware support, system architecture, customer experience, profit model, there are still many problems to be solved." ”

The grim reality is that, according to Bowser Network vice President Pengliang, 3C product gross profit margin is only about 5%, and home building materials, home textiles and other areas of gross profit margin can be as high as 40%-50%, which has become the 3C electric dealers left and right to break the most important reason.

A straw that is hard to help

However, the "do not work" may not be able to become the 3C electric dealer's lifeline.

In the opinion of the folk analyst Liang, although the starting point of the cooperation between Gome and Dangdang looks better and can form a complementary relationship to some extent, the cooperation between the two sides is difficult to achieve a significant development.

"There is a lot of overlap between the product operations of the two companies, conflict and competitiveness, which means that they are more of a competitive relationship, I think unless Gome and Dangdang have a substantial capital level of equity cooperation, the positioning of competitors will determine that their cooperative relationship is difficult to deepen and long-term. Liang said that such a "strong alliance" is not optimistic.

and Suning easy to buy early in the "Cross-border" online book channel after the encounter a large number of customer complaints. According to our correspondent understand, when Suning easy to purchase from the simple 3C platform to the development of comprehensive, the first on-line is the book channel. But on the line but 10 days or so, the user complained about the coming, some netizens even encounter 9 books sent 6 times embarrassed. Su Ning easy to buy general manager Li bin at that time to admit that "the future of the electrical products of the assurance is not very accurate, the need to sell goods in the grasp of more accurate."

In Pengliang eyes, the Trans-boundary diversified product is not worth following: "Through the books such as High SKU (inventory unit), high flow of products to achieve diversification, Jingdong has done, other peers should not follow the model of Jingdong, but should find a suitable way for their own." ”

In fact, Analysys International senior analyst Analysys's warning to 3C electric business is not without benefit: China's online retail market is already hundreds of millions of scale, the competition between businesses must enter the market segments, the new entrants must first find a quasi blue ocean.