Big contrast of China's four electric business platforms

Comparison of the core competitiveness of the four major electric platforms ❶ Taobao department: To build an open ecosystem and open up the needs and business to the entrepreneur to complete the virtuous operation of the whole industrial chain; ❷ Jing Dong: Strengthen the logistics distribution system, form the differentiated competition; ❸ Suning easy to purchase: Supply chain, offline more than 1400 stores, more than 4,000 after-sales service outlets; ❹ Tencent Department : Investment integration, KO

Taobao Department: Ecological

"Building an open ecosystem" has been the main strategy of Ma Yun's Rimini in the electric business industry. As early as 2008, "Big Taobao strategy" proposed to further clarify the positioning of Taobao department is the electric business open platform, to create a large ecological system of Taobao direction.

It turns out that the decision is quite forward-looking. 2012, Taobao broke through the 1 trillion yuan transaction size. The scale of such transactions has formed a huge industrial chain, the need for a sound social division of labor and Cooperation. Taobao backstage only thousands of "small two", it is impossible to serve the hundreds of millions of consumers and millions of of the business. Only open platform, will be more demand and business opportunities open to entrepreneurs, in order to complete the entire industrial chain of benign operation.

According to Ma Yun's strategy, in this open ecosystem, Taobao is its own provision of "water, electricity, coal" and other infrastructure services, and more applications and services opportunities are provided by partners. To software development as an example, as of October 31, 2011, Taobao Open platform has opened 297 API interface, the cumulative number of registered developers 240,968, on-line operation of 174,449 applications. In this huge social development of the group has also been born like Shangpai, Tauis software, yum software and other sales have been tens of millions, and access to venture capital injection companies.

In addition to software services, the entire ecosystem in the Taobao department has gradually formed a professional division of the company, such as focus on the operation of the shop, focusing on the model to take pictures, and even focus on social marketing companies. The more companies that serve the user or the merchant, and the more profitable. The more developed the ecological system of Taobao, it is easy to create new opportunities, so as to attract more users, businesses or service providers to form a virtuous circle. Through openness, Taobao has a team that can focus more on innovative businesses. The entire Taobao system, from Alipay payment services, to a Amoy price search, or even a good business and the future of the wireless business, these business development and constantly derived a new business model, the formation of Taobao Department of a huge industrial chain closed loop. This is in fact Taobao is becoming the leader of the power business martial arts key weapon.

Jingdong Mall: Logistics

Recently, Beijing-East upgraded the logistics distribution system, in the logistics aspects of the construction of a more efficient information management system, improve the efficiency of the distribution staff. The upgraded system not only supports the Beijing-East self distribution station and the delivery point of the distribution business, but also supports the external logistics and distribution business. In the realization of the distribution site receiving, inspection, distribution, delivery, distribution, and other positive operational functions, but also to achieve door-to-door pick-up, door-to-door return of goods, such as reverse logistics functions; The system also supports Third-party vendors reverse door-to-door pick-up, delivery and payment services.

This is the Liu to further strengthen the Beijing-East logistics, but also with other electrical operators differentiated competition means. The model of Jingdong is itself a retailer model, the essence of which is to purchase and sell products with higher efficiency to earn the retail price difference. With Dangdang before COO Huang Jo said "Retail is the ultimate profit is the efficiency of the money," and the increase in efficiency requires a higher turnover of goods, lower distribution costs and faster capital turnover speed.

Jingdong Mall is called the Electric Business "Financing King". Liu in an interview with reporters repeatedly stressed that Jingdong's large investment is invested in warehousing and distribution. The total cost of the self-built logistics is lower than that of the third party logistics when the scale reaches a certain amount. More importantly, since the construction of logistics to avoid the third party logistics account period, thus speeding up the speed of capital turnover.

In addition, logistics is the "last kilometer" in the process of user online purchase, which becomes an important part of user experience, and it is more easy to provide value-added service to optimize user experience. For example, July 2012, the Beijing-East evening distribution service online, covering Beijing, Shanghai, Wuhan, Chengdu, Guangzhou, the five major cities, such services by Third-party logistics is difficult to achieve.

Insiders said that the future competition in the electricity business is logistics, and the electrical business to improve the quality of service through logistics need to pay and insist. At present, whether Taobao department or suning easy to buy all see the value of logistics, and in the logistics of exerting force. In this regard, however, Jingdong has been the first to start.

Suning easy to purchase: Supply chain

From the beginning of the scale of E-commerce enterprises in the development process, each company initially has a start of the core products. For example, Jing Dong is 3C, and when is a book.

In the electric commodity combination, usually is suitable for the transportation product unit price relatively low, for example books, clothing and so on, but is not suitable for the transportation product, like the household appliance, the furniture class product unit Price is relatively high, easy short time pulls the high sales volume. Jing Dong's start is precisely the choice of 3C such goods value is high, but relatively easy to transport category.

Suning easy to buy a start is its most advantageous product-home appliances, this is a high demand for the supply chain category. The traditional "Air Ice wash Color" (air-conditioning, refrigerators, washing machines, color TV) upstream suppliers, after the market competition has formed an oligopoly. In this oligopoly, suning after years of development has become a strong channel, and procurement has formed its own advantages.

Li Bin, the executive president of Suning and Tesco, has said that suppliers can share the different channels under the line of Suning online, the whole group has the concept of ' procurement headquarters ', the procurement costs are the same. According to Suning insiders revealed that Suning easy to buy in everyone's purchase cost than the competitor 8 points lower.

In this high unit price products, the procurement advantage is easily reflected in the aggregation of users, so as to attract a large number of users to preferential prices, and then from the household appliances to expand to the department store category is relatively easy. In the 2012, Suning is also taking the route to home appliances, but its core category brings the advantage of its competition in the most critical killer.

There is also a point that can not be ignored, that is, suning easy to buy at present in the focus on the line down channel. At present, Suning has more than 1400 stores, 94 distribution centers, more than 4,000 after-sales service outlets. The completion of this network needs a lot of time to invest, and this is exactly what Su Ning has accumulated in the offline advantage. Once Suning will be online and offline integration, online flow and offline distribution and other issues will be solved, and eventually will form the optimal supply chain system, and this will explode a huge competitiveness.

However, in order to get through the line, the need to solve not only system problems but also benefit distribution, management and incentive mechanisms and other issues, these problems to be completed, almost is the reconstruction of Suning, the difficulty is not small.

Tencent Department: Investment

If E-commerce is a marathon, the competition is at least a few kilometers away when Tencent is really playing. But for Tencent, with its rich pockets, the only way is to use "investment" to offset this disadvantage.

In the field of electric business, Tencent is not a blank successor. Positioning in the Consumer-to-consumer for several years, not the text of the fire, far less than Taobao. However, after seeing the direction of the electric dealer, Tencent decisively shot. First investment and holding 3C digital consumer Xun net, after in 2011 to 50 million U.S. dollars and 10 million U.S. dollars investment in footwear consumer good Lok buy and diamond business of the Gem Diamond, but also a stake in the e-Dragon, invested in group buy site F group. These big investment, QQ online shopping for the line through a variety of electronic business purposes resources.

After the investment is the integration. 2012, Tencent Power from Tencent Group Independent, with a greater display of space. Tencent began to enter the electric business, E-commerce industry has been the existence of two completely different business models, one is the cat-represented platform model. Another is to Jingdong Mall as the representative of the retailer model. The former is easier to expand quickly and occupy market share, while the latter is more beneficial to the user experience. In this situation, Tencent's strategy is a two-pronged, open platform, the use of proprietary mode. QQ Network Shopping In addition to its investment good buy, ke lan diamonds and other existing consumer and SKU into the outside, but also 1th stores, every day network, such as other categories of enterprises to enter the enterprise. July 2012, the QQ net buys the official open platform, the investment scale reaches 300. And Self-and mainly rely on Xun, it is understood that the Xun on the line by Xun and Tencent a joint team to operate, and Tencent's technical support mainly. And the offline supply chain is part of Xun's forte, run by Xun's team. In this piece, easy to walk is entirely self-employed route, the next 3 years will be in the country to build 800,000 square meters of warehousing operations center. It can be seen that through the easy news, Tencent is intended to the entire E-commerce supply chain control.

Tencent reported that in the third quarter of 2012, Tencent's E-commerce business revenue rose 32.2% to 1.1339 billion yuan in the previous quarter. The growth of the electric business revenue mainly reflects the increase of the trading volume of the Xun net, and the cost of Tencent's electricity quotient is about 1.085 billion yuan, which is 30% higher than the last quarter. Although the proportion of revenue cost to electricity quotient is as high as 95.7%, it is unavoidable to face losses. However, Tencent is in a period of steady development, for Tencent, the giant, the current strategic loss is its future in the field of electric power to occupy a place in the inevitable path. More importantly, once Tencent has put the business of the electric dealer on the strategy.