Burning Chanyue platform battle heats up the electric quotient has become the pillars trend

In June, more than the home appliances business platform "burning Money" competition, July, the traffic data on the electricity business sparked controversy in the industry.

July 24, NetEase published the shopping report shows that this June, Jingdong Mall accounted for 42.1% of China's business traffic, more than the day of the cat's 27.4%. At the same time, participation in the June electric dealer price war Bowser, Suning flow rate has also risen.

July 25, Enfodesk published the "2nd Quarter 2012 China Consumer Market Quarterly monitoring," data show that the two-quarter Chinese consumer online retail market transaction size reached 98.84 billion yuan, of which the cat accounted for 41.5%, Jingdong Mall followed, accounted for more than 15.5%.

The discrepancy between the two data leads to doubts and discussions among the industry, as well as the traffic competition between the electric dealers.

The days of the cat and the East had their own platform-type electric dealers and the defensive line, but as Beijing and the east began to continue to do "platform", coupled with the emergence of Tencent and other emerging forces to join, the electric business platform for businesses and users of the battle of the whole white-hot.

The Battle of traffic rankings heats up

NetEase Youdao in the "Daily economic news," said the interview, NetEase published the flow of data is analyzed throughout the June users of the power of access to the situation obtained. Data from two aspects: first, and Jingdong Mall of the data cooperation, the second is the Youdao NetEase crawl.

Industry insiders said that each site's PV (page refresh number or clicks), UV (Access user number) data if the third party only by crawling, then the data is not accurate, traffic ranking is not objective.

In this regard, NetEase Youdao also make corresponding response, said the main data source is through monitoring, analysis of user data, these users are recommended through the browser or install their own Youdao shopping assistants, and has not been recommended for any electric dealer.

For Youdao report ranking, Jingdong Mall chairman and chief Executive officer Liu on its microblog, said, "Just briefly beyond, from the sky cat traffic there is still a gap!" "The cat declined to comment," said Gieggio, head of public relations at Cat, in an interview with the Daily economic news reporter.

Relevant personage says, June electricity merchant price war is actually a gimmick, everybody is to flush flow and turnover. In the case of Jingdong, the June big promotions were related to the industry's preparation for IPOs. At present, the electric business listed companies are not good, their performance assessment not only to see the flow and turnover, or to profit for the purpose. So for jingdong such high investment, the general volume of enterprises, not necessarily beneficial.

However, a number of industry insiders also to the "Daily economic news" Reporter said, no matter how the flow ranking ultimately, no doubt that the platform-type electric business has become the future development trend, and as more and more electric dealers enter, the traffic, the competition for merchants has become white-hot.

July 19, Tencent Electric business holding company officially announced the launch of QQ online open platform, the first batch will be access to more than 300 top businesses, and plans to introduce more than 1000 in the end of this year with a certain sales scale and have a good service ability of the merchants settled QQ online shopping open platform.

Tencent said that for the first batch of merchants in this year will be all exempted from entry fees, advertising fees, buckle points, and so on all the costs, and commitment to invest a large number of marketing resources, so that more than 80% of the merchants in the QQ online shopping to achieve profitability.

In this year's send on behalf of E-commerce Annual meeting, Liu don't forget to seize the opportunity to rob Taobao sellers, he said: "Do not put eggs in the same basket, if a seller 90% of the sales are from Taobao, you will always stand in front of a horse uncle, if in Taobao, Beijing and east accounted for half, you in Ma Yun and Liu before forever is big ye!"

Multi-platform strategic trend is obvious

In the days of the cat, Jingdong and Tencent QQ Online shopping are settled in the Han, Alibaba is still the current domestic e-commerce leader. Into the days of the Cat Mall for the brand to promote the image of a great help, but also to enhance the trust degree. In addition to Taobao also in the policy to support the mall, some data statistics and promotional tools are free for the mall users, powerful flow advantages self-evident. Jingdong Mall and Tencent QQ Online shopping in recent years also developed rapidly, accumulated a large number of consumer groups. Logistics is a strong Beijing-east, and QQ online shopping in the QQ users to transform the advantages of convenience.

Multi-channel sales is the inevitable trend of the development of electric business. At present, in addition to the above three platforms, Han are also settled in a number of mainstream electric platform, including Van V, Amazon, only goods will, when, a shop, Suning easy to buy, such as wheat Test forest.

In addition to Han's clothing house, the same in the development line of the channel of the Tang Lions executive vice President Dai in the "Daily economic news" reporter interviewed, said the entire market pattern of ecology is far from fixed. As far as the development strategy of the Tang Lions is concerned, the first stage is to try to co-operate with various platform-type electric operators, and the second stage is to cooperate selectively with some platform-type electric operators.

Dai Cheng said that for the traditional brand, the platform is mainly based on the following considerations: first of all, as a leisure brand, online and a line of brands there is a certain gap, but online is a new opportunity, that is, brand remodeling; second, now all apparel Enterprises inventory pressure is very large, and the power of the channel's ability to become very strong Third, the future only online under the combination of line to become the industry's leading brands.

For the electric dealer Big dozen price war, wears into it to say, "The price war exists in many places, the key is oneself wants to do what, namely enterprise's strategic goal is what." For example, QQ online shopping to service and Word-of-mouth, so the price war can not be blindly hit. ”

Electric business has become a pillars

According to the "Quarterly monitoring of China's business market in the 2nd quarter of 2012," Enfodesk of the Analysys think-tank, Cat and Jingdong Mall continued to lead the market by 41.5% and 15.5% respectively, both of which have occupied half of the entire market; QQ Mall and QQ online shopping platform, Tencent, the total turnover of two quarters accounted for about 4%.

According to the above data, with the pop platform (to provide services to users outside the open platform) to further open up, Jingdong Mall and the day cat competition will be more intense. Yi View, the cat, Jingdong and Tencent in the online retail market has become the trend of pillars.

Analysys International analyst Shou sent the analysis that the business model of the Business-to-consumer to look at, that is, platform-type and purchase and sale (Self-and) type. The representative of the purchase and sale mode is Jingdong, when and Amazon, their core advantage lies in the upstream supply chain control capacity, as well as logistics, customer service and other aspects of control, so it is much better than the platform model, which is the pace of growth in Beijing east faster than the cat is a reason. However, from the overall market pattern, the platform model can help companies cover more categories in a short time, like the main before Jingdong 3C and digital, and department stores, clothing, etc. is its weak links, from the beginning will take longer.

From the logistics point of view, the electric business observer Ruzenwang that QQ online shopping is relatively weak, regardless of their own positions or with the logistics companies, ultimately need to rebuild logistics. And Jingdong has its own logistics system and distribution. By contrast, the cat can solve the distribution problem of the merchant quickly, including some logistics problems.