Behind the Electric business Carnival: How far is Spring?

Although the Double 11 (November 11) promotional Day also spread some of the shop to brush the list of scandals, but Taobao Department (Day Cat + Taobao) Double 11 The day of 19.1 billion yuan sales and did not encounter too many outside of the doubt, a large number of electric dealers involved in the single power-saving business day cat is undoubtedly the biggest winner, and the electric business industry also seems to be gradually out of 8 · 15 the industry credibility crisis after the commercial war.

Taobao department also immersed in the joy of a double 11 sales promotion, 8 15 electric business, the protagonist of Jingdong mall November 13 announced a total of 400 million U.S. dollars in the fourth round of financing completed, and last year, once a temporary suspension of the listing of all customers also decided to go to the U.S. sprint IPO, the electrical industry's winter has passed Obviously this conclusion is too early, as the only industry to achieve scale efficiency of Taobao department, has been three consecutive years of double 11 sales promotion is obviously a vane-type node, and the year-on-year growth of 260% income is far beyond its expected target, But the problems exposed in the follow-up work of this promotion are worth pondering over the whole electric business industry.

November 12 Sina Weibo on a post on a certain business point of the picture was widely reproduced, and Taobao and Cat received for the double 11 promotional complaints, as well as follow-up may appear in the actual test of the electricity business industry nerves, logistics bottlenecks can not be broken, The pressure on the electric business industry to continue to grow at a high speed will be increasing. Similarly, for the entire electrical business industry, double 11 such a promotion was originally to help some clothing, department stores and other manufacturing enterprises to dump inventory, the end of the three-quarter-a-share clothing industry listed company's total inventory of more than 33 billion yuan, and as the double 11 leading apparel enterprises in the major electric platform at least can digest more than 20 billion yuan inventory.

However, as a result of purely 50 percent purchases, "super 0 Yuan purchase" and other price-oriented promotional promotions, while stimulating consumption, but for the next few months the domestic line of sales will have a certain impact on the price of super sensitive consumers will only wait for the next big promotion of the electric business sector, which is also part of the electric business giant began to prepare "double 12 "The important reason for the promotion, in addition to the year-end impulse to ensure the achievement of the annual goal, in addition to the price war electric business industry seems to be hard to find other ways to pull consumption."

The continued price war will only allow the loss of the electricity industry to the depth of losses, in addition to Taobao Department of Foreign trade seems to be difficult to find a profit model, which is also the first quarter of this year, PE has given up the important reason for investment projects, even this year, sales are expected to break through the 50 billion yuan in Beijing east, its valuation within a year shrink nearly 30%, And the fourth round of financing is also significantly reduced. The same is true for the traditional chain of the transformation of Su Ning easy to buy, with its annual target difficult to achieve and the quarter growth of the chain sharply decline, in the capital market also can not obtain the recognition of institutional investors, because it has fallen into the growth bottleneck.

For the electric business industry, is it continuing to price war at no cost, or is it seeking a healthy sustainable development path? The success of the cat is clearly impossible to replicate, and other electric business giants want to survive or profit must be the first to make changes. In addition, because the cost of price warfare is too high, many electric dealers have a lot of tricks to sacrifice a "fake price war" and other means, such as the previous 8 15 electric business in the false promotion, and the double 11 promotional exposure to all kinds of problems, this is the overdraft of the electrical industry in the eyes of consumers in the credibility. And the price before the war of the overwhelming advertising, the effect is gradually diminishing, and once the advertising stop its early attraction of users and traffic will be greatly reduced, it is clear that the electric business industry in the absence of profit model in the winter is constantly repeating the previous mistakes, so go on, the electrical business of the spring again where